Different Types of Explainer Videos and How to Pick the Right One
In today’s fast-paced marketing world, capturing attention quickly has never been harder. In the UK, companies often need to explain complex concepts clearly, which is why creating quality video content is so important.
People nowadays prefer to watch short, clear videos rather than read long pieces of text. If your audience does not understand your company or offering within a few seconds, they may move on to another option. Choosing the right explainer video style is an important part of your marketing strategy. An ideal explainer video explains a concept in a simplified way and promotes your products or services well.
From basic 2D animation to complex motion graphics, here is everything you need to know about different types of explainer video, their costs in the UK, and how to choose the right one for your business.
What Is an Explainer Video?
An explainer video is a type of video presentation that explains a product, service, process, or concept in a simplified manner. It usually lasts between 60 and 90 seconds and follows a distinct format: an introduction to the problem, the solution, and how it works.
These videos are used in websites, landing pages, sales presentations, social media, and e-mail marketing campaigns. Regardless of whether these are made using 2D animation, 3D illustration, or actual video clips, the central goal of all of these videos is to convey their message visually. A good promotional video will help build trust, enhance brand awareness, and create conversions.
Why Explainer Videos Work for UK Brands
The UK online market is extremely competitive, and consumers demand professionalism in their communication. Professional explainer video production UK allows companies to communicate complex products or services to consumers effectively. Videos can also encourage people to spend more time on web pages and are well suited to mobile audiences.
Working with a professional explainer video company UK is one way to ensure that your message is appropriate for your local audience. UK audiences often respond well to direct, clear communication rather than overly promotional language. Animated explainer video styles are widely used to explain software, financial services, technology, and similar complicated products and services.
1. 2D Animated Explainer Videos
A 2D explainer video animation uses 2D visuals, graphics, and illustrations to tell a story visually. Businesses can create compelling characters and an interesting environment in which to unfold their story.
2D animation gives creators absolute freedom from the constraints of geography, climate, or human actors. These animations could be utilized to depict fictitious situations or introduce a new digital product or application.
Pros & Cons
- Pros: Flexible, creative, highly customizable, and useful for building emotional connections.
- Cons: May appear generic if templates are used and are not the most suitable option for showing physical products.
- Ideal Industries: Healthcare, Technology, Retail, Insurance, Education.
- Use case: An online insurance company could use an animation to illustrate a customer making a claim on the go via the company’s app.
2. 3D Animated Explainer Videos
3D animated explainer videos are ideal for products that require realistic visualisation. 3D animated videos can display tangible products, mechanisms, realistic environments, and complicated engineering designs.
3D production includes advanced modelling, lighting, texturing, and rendering. This usually entails higher production costs and more time than 2D animation. However, the result can be highly detailed and visually impressive.
Pros & Cons
- Pros: Realistic visuals, product demonstrations, and high production quality.
- Cons: Costly and time-consuming process.
- Ideal Industries: Automobiles, manufacturing, electronics, architecture, and medical devices.
- Use Case: Makers of medical devices can use 3D animation to show how a surgical implant works inside the body.
3. Whiteboard Explainer Videos
Whiteboard explainer videos use drawings on a white background, with sketching usually accompanied by narration about the topic. They provide a step-by-step representation of information, making them useful for explaining complex topics and educating audiences.
Pros & Cons
- Pros: Easy to explain workflows, better audience retention, and affordable.
- Cons: Less visually advanced and can get boring.
- Ideal Industries: Corporate Training, Education, Legal Services and Financial Advisory.
- Use Case: A whiteboard presentation is an easy way for a tax consultant to explain changes in UK corporate tax laws.
4. Motion Graphics Explainer Videos
Motion graphic explainers use animated shapes, typography, graphs, icons, and visual transitions. They are best suited to companies looking for a modern and professional visual style.
Pros & Cons
- Pros: Professional, visually appealing, and effective for presenting statistical data and technical information.
- Cons: Less emotionally engaging and involves graphic design skills.
- Ideal Industries: SaaS, FinTech, data analysis, B2B, and cybersecurity.
- Use Case: A cybersecurity company can use animated graphics to explain how its cloud technology detects and prevents digital attacks.
5. Live Action Explainer Videos
Live action videos use real people, locations, and cameras. These videos may include actors, employees, experts, or customers demonstrating their products or services. Real people can add credibility and help establish a personal connection with viewers.
Pros & Cons
- Pros: Increases credibility, provides an effective demonstration of physical goods, and works well for service-oriented businesses.
- Cons: May be expensive, involve complicated logistics, and be difficult to update.
- Ideas Industries: E-commerce, real estate, coaching, local services, and hospitality.
- Use Case: A fitness brand can show real customers using its facilities and receiving training from its instructors in the style of a brand film.
6. Screencast / Software Demo Videos
These videos capture a computer or smartphone screen while an audio explanation guides viewers through the features and steps involved. They help present software, websites, applications, and digital platforms through step-by-step demonstrations.
Pros & Cons
- Pros: Inexpensive, easy and fast to make, and great for demonstrating user interface.
- Cons: Lacks creativity and relies heavily on software design.
- Ideal Industries: Software as a service, mobile applications, e-learning, and IT.
- Use Case: A project management tool can provide a quick guide on how users can set up dashboards and assign tasks.
7. Mixed Media Explainer Videos
Mixed media refers to combining live-action footage with two-dimensional animation, three-dimensional graphics, or kinetic typography. This approach combines the authenticity of real people with the visual appeal of animation and pairs particularly well with a social media video strategy.
A video production company in the UK may use animated overlays to show statistics, product features, or other important facts on live videos.
Pros & Cons
- Pros: It combines a personal touch with creative visuals and works well on social media platforms.
- Cons: It needs expertise for both filming and animation.
- Ideal Industries: Creative agencies, consumer electronics, lifestyle industry, and retail.
- Use Case: An electric bicycle company may choose to show a biker cycling in London while incorporating animations showing the status of the battery, speed, and motor.
Which Type of Explainer Video Is Right for Your Brand?
Choosing the best explainer video for business requires considering four basic factors: your target audience, objectives, budget, and distribution channels.
Decision Framework for Marketing Managers
- If your offer is abstract or software-based: Motion graphic explainer videos or screencasts would be the best choice to illustrate unseen digital elements.
- If your product is physical or technical: 3D animated explainer videos can show all angles and inner working mechanisms of your product.
- If human trust is your main selling point: Use live-action or mixed media to focus on individuals working together in person with their clients.
- If your primary goal is training or guidance: Whiteboard or simple 2D animation gives a clear, step-by-step process without distractions.
Remember Mobile-First Formats
Do not overlook how today’s customers watch videos. A significant share of web traffic in the UK comes from mobile devices a trend backed up by Ofcom's Media Nations 2026 findings on how online video consumption continues to grow across UK audiences.. Using vertical explainer videos in a 9:16 aspect ratio can help optimize your content for platforms such as Instagram Reels and TikTok- industry benchmarking from Foundry CRO suggests vertical video can meaningfully outperform landscape formats on mobile, while landscape formats may be better suited to websites and other platforms. Make sure that graphics are clear, text overlays are readable, and sound works well, even when played without audio.
How Much Do Explainer Videos Cost in the UK?
When creating your budget, it is important to know the market price of explainer video production in the UK. Prices depend on factors such as video length, design complexity, scripting, voiceover costs, and the level of production required.
How to Choose the Right Explainer Video Company
Choosing the right explainer video company in the UK is likely to determine the success of your marketing campaign. The following are crucial considerations when selecting a service provider:
- Portfolio & Industry Experience: Verify their portfolio to ensure they have produced quality animated or live-action video explainers for companies in your industry.
- Full-Service Capability: Ensure that the team oversees the process from scriptwriting to storyboarding, voice-over casting, music rights, and post-production.
- Transparent Revision Policies: State the number of revision cycles for the storyboard, artwork, and videos.
- Clear Communication: Choose a video production company in the UK that is reactive and knows how to help you achieve your business objectives through the production process.
Final Recommendations
Choosing the right video depends on your product, budget, and objectives. Whether you need motion graphics, 2D animation, or live-action videos, professional video production can increase engagement, clearly communicate your offer, and drive action.
Simply Thrilled is a video production agency that produces interesting video content for various brands in the United Kingdom and internationally. Through our creative strategies, analytical thinking, and animation skills, we produce videos that can help you achieve your business objectives. We take care of every aspect of video creation, right from conceptualization to scripting to animation.
Ready to create an effective explainer video? Explore Simply Thrilled’s explainer and animated video services for more information on how we can help you produce your video!
FAQs
1. How long should an explainer video be for maximum conversion?
To keep viewers engaged, the explainer video should be between 60 and 90 seconds long, depending on the subject matter. This allows enough time to describe the problem and sell the solution and a call to action.
2. How long does the explainer video production process usually take?
It usually takes 4 to 6 weeks to complete 2D animation and motion graphics projects, from concept development to final delivery. The process may include scriptwriting, storyboarding, illustration, voice recording, animation, and sound design, depending on the project's scope.
3. Can I update my animated video if my service or product changes later?
Yes. One major benefit of choosing animation over live action is that you can often update scenes, graphics, text, and voiceovers without reshooting footage.
