Content Cabinet
The short answer
An explainer video is a short video, usually 60 to 120 seconds, that explains one product, service or idea clearly enough that a stranger understands it the first time. Most are animated. One of the most copied is Dropbox's 2009 explainer, which describes the product as "a magic pocket".
The seven common types are whiteboard, 2D motion graphics, 2D character animation, 3D, live action, screencast or demo, and kinetic typography.
The meaning, in one line
An explainer answers one question a buyer has, such as "what is this?", "how does it work?" or "why would I use it?", and stops. A SaaS explainer does the same for a software product, usually by showing the interface. A 2D explainer means the animation is flat rather than three-dimensional.
The seven types, with an example of each
| Type | Best for | Example |
|---|---|---|
| Whiteboard | Ideas, lessons, internal training | RSA Animate, Changing Education Paradigms |
| 2D motion graphics | Software, data, processes | What's Figma? (2019) |
| 2D character animation | Products used by people in daily life | Dropbox's 2009 explainer |
| 3D | Hardware and anything with an inside | Schneider Electric NetShelter |
| Live action | When a real person makes it believable | So Yeah, We Tried Slack |
| Screencast or demo | Showing the actual product | Intro to Linear |
| Kinetic typography | Short, punchy statements | A greener future |
Whiteboard
A talk by Sir Ken Robinson, illustrated on a whiteboard in step with his voice. At almost 12 minutes it is far longer than a marketing explainer, but it shows why whiteboard works: you watch the idea being built.
2D motion graphics
![What's Figma? [2019]](https://i.ytimg.com/vi/Cx2dkpBxst8/hqdefault.jpg)
Clean shapes and interface moments, opening on a problem every designer knows: files passed back and forth, endless final versions, and nobody ever having the right fonts.
2D character animation
It opens on "You've been there. You're about to buy lunch and realize your wallet is in your other pants", then follows Josh, who is planning a trip to Africa with files spread across three devices.
3D
Our film for a rack PDU, made in 3D because the product is easier to understand when you can turn it around.
Live action
Real people in a real office, and a narrator from another company: "6 months ago I got an email from Stewart Butterfield."
Screencast or demo
The product itself, narrated, for people already evaluating it.
Kinetic typography
Words as the visuals. Cheap to make well, and good for LinkedIn and event screens.
How long should an explainer be?
For a homepage or an ad, 60 to 90 seconds. For a product page where the visitor is already interested, up to two minutes. Past that, it becomes a demo or a lesson. Dropbox's runs 2 minutes 17 seconds; Slack's runs 60 seconds. A script of 130 to 150 words fills about a minute, according to MotionCube's 2026 guide, which is less than most first drafts.
What goes into one
- A problem the viewer already has. Dropbox's is a wallet left in the other pants.
- The product as the answer, in one sentence.
- How it works, in three steps at most.
- Why it is better, with one piece of proof.
- One next step.
Questions people ask
What is the meaning of an explainer video?
A short video, usually 60 to 120 seconds, that explains one product, service or idea clearly enough for a first-time viewer to understand it.
What are the types of explainer videos?
Whiteboard, 2D motion graphics, 2D character animation, 3D, live action, screencast or demo, and kinetic typography.
What is a 2D explainer video?
An explainer made with flat, two-dimensional animation, such as motion graphics or illustrated characters, as opposed to 3D.
What is a SaaS explainer video?
An explainer for a software product, usually built around the interface and the one job the software does for its user.
Is an explainer video the same as a demo?
No. An explainer explains the idea and often uses a metaphor; a demo shows the actual product working.
