In today’s fast-paced digital world, B2B businesses need to find innovative ways to communicate complex concepts and engage with their target audience. One highly effective method is through B2B explainer videos – creative visual tools designed to simplify intricate topics and provide valuable information in an entertaining format.

With a proven track record of boosting engagement and driving ROI, these videos could be the game-changer your business needs.

Key Takeaways

  • B2B explainer videos are powerful marketing tools that simplify complex concepts and provide valuable information in an entertaining format.
  • These types of videos can increase conversions by 85 – 90% and improve overall audience engagement, leading to higher brand awareness and return on investment (ROI).
  • B2B explainer videos come in different types such as live – action testimonials, product demos, animated explainers, and character journey videos, each offering unique benefits for businesses.
  • By partnering with a reputable video production company, businesses can ensure high-quality production values that reinforce branding efforts and credibility within their industry.
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What Are B2B Explainer Videos?

B2B explainer videos are a powerful marketing tool specifically designed for businesses that sell products or services to other companies. These engaging and informative short videos simplify complex concepts, showcase brand identity, and promote a clear understanding of the company’s offerings.

For example, Dropbox generated an impressive $48 million in extra revenue using just one well-crafted explainer video. This remarkable success can be attributed to their ability to convey the value of their product in a concise yet compelling manner while also demonstrating how it could benefit potential clients.

Whether through live-action testimonials, animated infographics, or product demos, these types of videos have proven effective at increasing conversions by 85-90% and improving overall audience engagement.

Benefits Of B2B Explainer Videos

B2B explainer videos offer several benefits, including simplifying complex information, enhancing shareability and SEO, as well as being engaging and informative.

Simplification Of Complex Information

One of the primary benefits of B2B explainer videos is their ability to simplify complex information, making it more accessible and understandable for your target audience.

This is particularly important when dealing with intricate products or services that may be difficult for potential clients to comprehend through written content alone.

By transforming convoluted concepts into engaging visuals, explainer videos can effectively convey ideas in a digestible format without overwhelming viewers. Utilizing animations or infographics can help break down complicated processes step-by-step or present large amounts of data in an easily consumable manner.

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High Shareability

One of the most significant advantages of B2B explainer videos is their high shareability, which leads to increased visibility and reach for your brand. With research showing that videos get 1200% more shares on social media than other types of content, leveraging this powerful marketing tool can drive more inbound traffic and generate discussions online.

For instance, companies like Mailchimp have leveraged the power of social sharing with engaging explainer videos promoting their Facebook ads feature. In turn, these highly shareable video campaigns reached a wider audience while garnering valuable engagement from both viewers and influencers in their industry.

Improved SEO

B2B explainer videos can greatly improve your website’s search engine rankings. According to data from the Content Marketing Institute, videos are 50 times more likely to appear on the first page of Google than text-only pages.

This is because search engines prioritize video content due to its high engagement rate and shareability.

In addition, by optimizing your video titles, descriptions, and tags with relevant keywords, you can further boost your SEO performance. For example, by adding a product demo or live-action testimonial video on a landing page for that specific product/service with appropriate tags will make it easier for users interested in that service or product to find you through their SEO queries.

Engaging And Informative

B2B explainer videos are essential in providing engaging and informative content to potential customers. These videos allow for visual storytelling, capturing the viewer’s attention while delivering complex information in an easily digestible format.

For example, companies such as Yans Media and Ruby use explainer videos to educate potential clients on their data-driven platforms or virtual receptionist services. This type of content provides context while building brand identity with captivating visuals that promote customer engagement.

In addition to explaining complicated concepts, B2B explainer videos also create a level of professionalism that sets a company apart from competitors.

Types Of B2B Explainer Videos

– Live-action testimonials showcase real customers talking about their positive experiences with a product or service.

– Product demos illustrate how a product works and its key features through step-by-step instructions.

– Animated videos use characters, graphics, and animations to simplify complex concepts in an engaging manner.

– Character journey videos follow the story of a fictional character as they encounter difficulties that are solved by using the company’s product or service.

Live-Action Testimonials

Live-action testimonials are a powerful tool for B2B explainer videos. They offer an authentic voice and provide social proof to potential customers. By featuring real people and their experiences with your product or service, you can create a sense of trust that encourages viewers to take action.

For instance, Tatari, a data-driven platform for TV ads, uses client testimonials in their explainer videos to show how their platform helped clients achieve measurable results in streaming and linear TV advertising.

By using live-action testimonials in your B2B explainer video strategy, you can showcase the specific ways your business is solving problems or providing solutions for others while highlighting the unique aspects of your brand identity.

Product Demos

Product demos are an excellent choice for companies that offer physical products as part of their B2B explainer videos. These types of videos provide a clear understanding of how to use the product, leaving no doubt in the buyer’s mind about the benefits they will receive.

By showcasing your product in action and highlighting its unique features, you can effectively communicate why it stands out from similar offerings in the market. An example of this is AZA’s two-way matching system, which enables sellers and buyers to connect seamlessly while ensuring transparency throughout the process.

Additionally, demo videos allow businesses to showcase their production costs without explicitly stating them, providing insight into what goes into making a high-quality offering.

For instance, Ruby’s live virtual receptionists and chat specialists demonstrate how easy it is to integrate their services with your company’s existing technology stack for seamless customer service experiences across all channels.

Animated Explainer video

Animated explainer videos are an effective way for B2B businesses to convey complex concepts in a simple and engaging manner. They can be used for creating awareness, generating interest, and driving action, making them ideal throughout the marketing funnel.

One of the great advantages of animated explainer videos is that they allow for limitless creativity in terms of storytelling and brand identity.

According to research from Content Marketing Institute, using video marketing can increase qualified leads by 66%. In addition, having an animated explainer video on your website can boost conversions by up to 90%.

Companies like Explain Ninja, Demo Duck and YumYum Videos specialize in creating high-quality animated explainer videos that are tailored specifically to B2B brands’ needs.

Top B2B Explainer Video Examples

Here are some of the best B2B explainer video examples: Grow Better With Hubspot, Mailchimp’s Facebook Ads, Etsy, Web Ninja, Hootsuite’s Mix and Match, Traffic by Slack, Ahrefs’ Keeps it Simple and (Silent), Microsoft IT’s Power BI, and Practicus’ Another Way.

Grow Better With Hubspot

One great example of a B2B explainer video that works well in different stages of the marketing funnel is Hubspot’s “Grow Better with Hubspot.” This animated explainer video clearly conveys how their platform can help businesses optimize their marketing, sales, and customer service efforts.

The character journey throughout the video captures the viewer’s attention and effectively highlights the benefits of using this powerful tool. As one of the leading content marketing platforms worldwide, Hubspot showcases ten excellent B2B video examples that can inspire your own production efforts.

Mailchimp – Facebook Ads

Mailchimp is a prime example of how to integrate video marketing strategy with a B2B business. Their explainer video about creating Facebook ads uses visuals to help viewers absorb information and navigate the ad creation process with ease.

This animated explainer breaks down complex concepts into simple steps, highlighting Mailchimp’s user-friendly interface along the way.

According to research by Content Marketing Institute, videos are projected to stay strong and relevant for years to come. Video engagement can boost conversions and drive inbound traffic towards your brand or service at all stages of the buyer’s journey – from awareness to retention.


Etsy, the popular e-commerce platform for handmade and vintage goods, effectively uses B2B explainer videos to communicate complex business concepts. The platform’s motion graphic video showcases their innovative pricing tool in a way that is easy to understand and engaging.

This video is an excellent example of how B2B explainer videos can help businesses promote their products or services while educating potential clients.

As shown by Etsy’s example, utilizing effective segmentation of messaging is crucial when creating B2B explainer videos. As per Content Marketing Institute research, 71% of marketers use video marketing strategies in promoting their products or services with SaaS companies benefiting greatly from these types of content since they make complex topics easy to understand.

Web Ninja

Web Ninja is a B2B video production company that specializes in crafting high-quality explainer videos. Since 2011, the experts at Web Ninja have worked with over 300 brands and offer a one-stop solution to handle complete campaigns, averaging at a cost of $5,000+.

They’ve created over 1000 videos since 2016 with an average cost of $10,000+, making them one of the best agencies for creating B2B SaaS explainer videos.

One example of Web Ninja’s explainer video showcases a single character’s journey, allowing viewers to relate deeply to the character and become motivated to work with the brand.

This personalized touch helps boost engagement and conversions by up to 85-90%. In addition, they use animated infographics and testimonials that work well at different stages of the marketing funnel to ensure maximum ROI.

Hootsuite – Mix, And Match

Hootsuite, a popular social media management platform, created a fantastic B2B explainer video called “Mix, and Match,” which highlights the various tools available on their platform.

The video effectively communicates its message using active colors and showcasing what social media tasks can be done with ease using Hootsuite. This type of B2B explainer video is great for businesses in the consideration phase of the marketing funnel because it offers valuable information about how Hootsuite can solve pain points related to managing multiple social media accounts.

Partnering with an experienced SaaS B2B explainer video production company like Yans Media or Ruby can help improve brand identity, create actionable insights from customer data and increase conversion rates while adhering to brand individuality.

Traffic By Slack

Slack is a popular tool for workplace communications, and their explainer video titled “Traffic by Slack” is a great example of how B2B businesses can use videos to explain complex topics in simple terms.

In the video, Slack explains how their platform helps teams manage and collaborate on projects more efficiently with the help of real-time updates and notifications.

The “Traffic by Slack” video demonstrates how animation can be an effective way of explaining complex concepts in an engaging manner. It also highlights the importance of defining clear objectives when creating explainer videos that not only simplifies complicated information but also educates potential customers about how the product or service solves their problems.

Ahrefs – Keeps It Simple And (Silent)

Ahrefs, one of the top SEO and marketing tools providers, keeps their B2B explainer videos simple and silent. Their approach focuses mainly on visuals that can easily get the message across to viewers despite any barriers in language comprehension or hearing difficulties.

This approach has proven effective as studies found that video content retention rates increase by 95% if they have both audio and visual components over those without sound.

Without wasting time with trying to convey complicated messages through words alone, businesses can take a page from Ahref’s book and create straightforward yet visually appealing B2B explainer videos.

Microsoft IT – Power BI

Microsoft IT Power BI is a highly regarded business analytics system that transforms company data into visually-rich representations. With clear dashboards and data visualizations, Power BI makes it easy to turn complex information into actionable insights that improve decision-making for businesses.

Using Microsoft IT Power BI in combination with B2B explainer videos can provide customers an excellent overview of how such software can be used to enhance their businesses.

By highlighting real-world examples through the use of live-action testimonials or animated explainers, businesses can effectively demonstrate the value proposition of Microsoft IT’s Power BI while showcasing its features and benefits.

Practicus – Another Way

Practicus is a company that specializes in creating B2B explainer videos for businesses. They use a unique approach to create engaging and easy-to-understand videos by combining animation and live-action footage.

Since their inception, Practicus has worked with over 100 clients, including data-driven platforms like Tatari, virtual receptionist and chat services like Ruby, two-way matching systems like AZA, social media management platforms like Hootsuite, workplace communication tools like Slack, and cloud-based platforms for manufacturing companies such as Makersite.

The average cost of a Practicus video is $5,000 or more depending on the project’s complexity and duration.

Tips For Creating Effective B2B Explainer Videos

Understand your target audience, craft a compelling story that resonates with them, maintain high-quality production standards, keep the video short and simple, use professional language that aligns with your brand identity, and include an actionable call to action at the end.

Understand Your Audience

Before creating B2B explainer videos, it’s crucial to understand your target audience. This means identifying their needs, preferences, and pain points to craft a message that resonates with them.

One example of a company that successfully understands its audience is Etsy. Their explainer video explains the benefits of using their platform in simple terms while highlighting key features such as seller ratings and the two-way matching system between buyers and sellers.

By doing so, they effectively communicate how their platform solves problems specific to small business owners in an engaging way.

Craft A Compelling Story

To create an effective B2B explainer video, it’s crucial to craft a compelling story that resonates with your target audience. The key is to identify their pain points and present your product or service as the solution they need.

Start by determining your brand identity and message, then tailor your script accordingly.

For example, M.T Copeland Technologies effectively crafted their story in their marketing segmentation platform explainer video. They presented how the software can differentiate leads based on data collected from various platforms used by clients such as CRM systems and social media accounts.

Remember; keep it short and engaging. An animated character journey can be more effective than bullet points of information when explaining complex concepts.

Maintain High-Quality Production

High-quality production is critical to the success of any B2B explainer video. Business owners should ensure that their explainer videos are professional and visually appealing, as this helps to build credibility and can increase engagement with the audience.

For example, when creating an explainer video for a SaaS company like Pipedrive or Makersite, it’s important to use high-quality graphics that accurately represent the brand identity and product features.

A well-produced B2B explainer video can be expensive but often yields significant return on investment (ROI) by generating qualified leads and increasing customer engagement.

Keep It Short And Simple

In creating a B2B explainer video, it’s crucial to keep it short and simple. Your target audience is likely busy and needs information quickly without feeling overwhelmed or bored.

A general guideline for explainer videos is 60-90 seconds, enough time to showcase your message while maintaining engagement.

Remember that the goal of your video is to provide clarity on complex concepts, not add to confusion. While there may be many features or benefits that you want to highlight about your product or service, focus on prioritizing what will be most impactful for your audience at each stage of the marketing funnel– awareness, interest, consideration and decision-making – along with keeping professional language limited where possible so as not to lose the viewer’s attention span.


In conclusion, B2B explainer videos are an effective tool for simplifying complex information and engaging with potential customers. With their ability to increase shareability and improve SEO, they have become a key part of any digital marketing strategy.

By partnering with experienced video production companies, businesses can create unique and attention-grabbing content that effectively communicates their brand identity to target audiences while also delivering measurable results in terms of increased customer engagement and ultimately ROI.

Whether it’s live-action testimonials or animated explainers, the formula remains the same: introduce a problem, present a solution, and give your viewers a clear call-to-action.


What is an explainer video?

An explainer video is a short video that explains a product, service, or concept in an engaging and informative way, usually using animation or stock footage.

How can B2B companies benefit from using explainer videos?

B2B companies can benefit from using explainer videos by creating engaging videos that showcase their products or services, helping to increase brand awareness and generate leads.

What types of explainer videos work best for B2B marketing?

Animated explainer videos are generally the most effective type of video for B2B marketing, although some companies may also benefit from using live-action or whiteboard explainer videos, depending on their specific needs.

How long should a B2B explainer video be?

The ideal length of a B2B explainer video is around 2-3 minutes, although this can vary depending on the complexity of the topic and the audience’s attention span.

What are some tips for creating successful B2B explainer videos?

To create a successful B2B explainer video, you should keep it engaging by using simple language, telling a story, using an engaging animation style, and incorporating brand colors. You should also include a clear call-to-action (CTA) at the end of the video.

Do B2B explainer videos need voiceovers?

While voiceovers are often used in B2B explainer videos to add context and detail to the visuals, they are not always necessary. Some videos may work perfectly well with just visuals and on-screen text.

Where can I find stock footage for my B2B explainer video?

There are many websites that offer stock footage for use in B2B explainer videos, including Shutterstock, iStock, and VideoHive.

How can I create the best B2B explainer video?

To create the best B2B explainer video, you should focus on creating engaging visuals and a clear message that resonates with your target audience. You should also ensure that the video is well-paced, with a clear structure and call-to-action.

How can email marketing be used to promote B2B explainer videos?

Email marketing can be used to promote B2B explainer videos by sending out a targeted email campaign to your audience, with a link to the video and a brief explanation of its contents.

What are some final thoughts on using explainer videos in B2B marketing?

Explainer videos are the perfect way for B2B companies to showcase their products and services in an engagingly and informative way. By creating the best explainer videos possible, B2B brands can capture their viewers’ attention and make an impact in their industry.

This article was written by Creative Island's founder Filipe Bastos. Beyond being the owner of the studio, Filipe has a background in philosophy and psychology, and loves reading and writing about anything related to human nature. He brings his unique perspective and insights to the work he does, including creating engaging and effective animated explainer videos for startups and small businesses.

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