B2B Explainer Videos: What You Need to Know

In the crowded digital landscape, it’s imperative for businesses to seek out innovative ways to communicate their value propositions and engage potential clients. One of the most effective strategies gaining traction is the use of B2B explainer videos. Whether you’re a startup or a seasoned enterprise, incorporating explainer videos into your marketing strategy can help simplify complex ideas, captivate your target audience, and drive business growth.

This week, we’ll cover everything you need to know about B2B explainer videos, including their benefits, types, production process, best practices, and why they’re an essential tool for modern B2B marketing.

What Are B2B Explainer Videos?

B2B explainer videos are short, engaging videos designed to explain a company’s product, service, or value proposition to other businesses. Unlike B2C (business-to-consumer) content, B2B explainer videos focus on addressing the specific pain points and needs of other businesses.

These videos simplify complex information, helping decision-makers quickly understand how a product or service works and why it’s beneficial. Whether you offer SaaS solutions, IT services, manufacturing equipment, or financial consulting, B2B explainer videos make your offerings more accessible and relatable.

Why Are B2B Explainer Videos Important?

In an era where attention spans are shrinking and the B2B buyer’s journey is becoming more complex, businesses are challenged with the task of communicating their offerings in a way that is both engaging and easily digestible. This is where B2B explainer videos play a crucial role.

The Changing B2B Landscape

Today’s B2B buyers are more informed than ever. Before engaging with a sales representative, they have often completed extensive online research and consumed multiple pieces of content. This makes your digital content—particularly video—one of the most influential tools in your marketing arsenal.

B2B explainer videos deliver your message in a compelling, concise, and visually appealing way, ensuring that complex products and services are easily understood. Unlike lengthy whitepapers or complex brochures, explainer videos simplify the buyer’s decision-making process.

How B2B Explainer Videos Support the Buyer’s Journey

• Awareness Stage: At this stage, buyers are identifying problems and researching potential solutions. A well-crafted B2B explainer video can educate prospects about common pain points and introduce your brand as a potential solution.
  
• Consideration Stage: Buyers are comparing solutions and evaluating vendors. Explainer videos can clearly communicate how your product or service stands out from competitors, providing a visual demonstration of your key differentiators.
  
• Decision Stage: This is where buyers are ready to make a decision. B2B explainer videos can address common objections, provide case study examples, and include compelling calls to action to move prospects toward closing.
  

Building Trust and Authority

Trust is a cornerstone of B2B relationships. B2B explainer videos showcase your industry knowledge, demonstrate your expertise, and offer valuable insights into how you solve specific business challenges. A high-quality video demonstrates that your company is credible, forward-thinking, and invested in providing clarity to its clients.

Supporting Multi-Stakeholder Decision Making

B2B buying decisions often involve multiple stakeholders, each with different priorities. Explainer videos provide a consistent, easy-to-share piece of content that ensures everyone involved gets the same clear understanding of your solution—helping speed up consensus and decision-making.

Key Benefits of B2B Explainer Videos

The benefits of incorporating B2B explainer videos into your marketing strategy are far-reaching. From simplifying technical concepts to driving more qualified leads, these videos are a must-have for any B2B company looking to scale its marketing efforts and grow its customer base.

Simplify Complex Products and Services

B2B products and services often come with technical intricacies or unique processes that are difficult to explain using traditional marketing materials. B2B explainer videos simplify the message using visuals, animations, and storytelling. By breaking down complex topics into clear, engaging narratives, these videos make it easier for decision-makers to grasp the value you offer—fast.

For example, if you offer an AI-powered analytics tool for supply chain management, an explainer video can visually show how data flows through the system and generates actionable insights, something that would be tedious and confusing in a long technical document.

Increase Engagement and Retention

Video is one of the most engaging forms of content available today. 89% of consumers want to see more video content from brands.. In the B2B world, the same holds true. B2B explainer videos are dynamic and keep viewers engaged, making it easier for them to retain the information presented.

Compared to text or static images, video content holds attention for longer periods. By combining auditory and visual learning, explainer videos ensure that viewers are more likely to remember your message.

Drive Higher Conversion Rates

One of the most compelling reasons to use B2B explainer videos is their impact on conversion rates. Including a video on a landing page can boost conversion rates by up to 86%. These videos can move prospects from awareness to action by demonstrating how your solution solves their problem and offering a clear call to action.

By clearly illustrating your product’s value proposition and showing real-world applications, explainer videos give potential customers the confidence they need to move forward with your company.

Improve SEO and Increase Online Visibility

Search engines love video content. Including B2B explainer videos on your website can enhance your SEO performance by increasing the time visitors spend on your pages (dwell time), reducing bounce rates, and signaling to search engines that your content is relevant and valuable.

Additionally, videos are highly shareable on social media platforms like LinkedIn, which is a key channel for B2B marketing. This increased visibility can bring more traffic to your website and generate more qualified leads.

Establish Brand Authority and Trust

When executed professionally, B2B explainer videos enhance your brand’s authority and position your company as a thought leader in your industry. They show that you understand the market’s needs and are capable of delivering solutions in an approachable and transparent way.

Trust is especially important in B2B, where purchases are often high-stakes and long-term. Seeing a clear and informative video about your offering builds trust and reassures potential clients that you are a credible partner.

Support Sales Teams and Customer Onboarding

B2B explainer videos aren’t just for marketing. Sales teams can leverage these videos during presentations, demos, and pitches to support their messaging. A well-produced video can help explain key features or use cases during discovery calls and demos, shortening the sales cycle.

Additionally, after the sale, explainer videos can streamline customer onboarding by guiding new clients through product features, setup processes, and best practices—leading to faster adoption and improved customer satisfaction.

Types of B2B Explainer Videos

There are several types of B2B explainer videos, and each serves different purposes depending on your goals, target audience, and the complexity of your product or service. Choosing the right type can significantly enhance your message’s clarity and impact.

Animated Explainer Videos

Animated B2B explainer videos are versatile and ideal for simplifying abstract or complex ideas. They often use 2D or motion graphics animation to walk viewers through processes, product features, or concepts. Animation allows for creative freedom, making it easy to visualize ideas that would be difficult to capture in real life.

Key Advantages:

• Highly customizable and brand-aligned visuals.
• Great for abstract, data-driven, or technical subjects.
• Cost-effective compared to live-action.

Live-Action Explainer Videos

Live-action B2B explainer videos feature real people and real environments. They’re particularly effective when you want to humanize your brand, build trust, or demonstrate physical products. Filming your team members, customers, or product in action creates a more personal and relatable experience.

For example, a B2B company offering logistics services might use live-action footage to show their warehouses, transportation fleets, and staff in action, reinforcing reliability and scale.

Key Advantages:

• Builds trust through human connection.
• Ideal for showcasing real-world applications and customer testimonials.
• Excellent for service-based industries and physical products.

3D Explainer Videos

3D B2B explainer videos provide a highly detailed and realistic look at physical products or complex systems. These videos are commonly used in industries such as manufacturing, engineering, healthcare, and architecture. They allow you to showcase product designs, internal mechanics, or environments in a dynamic and visually stunning way.

Key Advantages:

• Highly detailed and realistic visualizations.
• Ideal for product demonstrations or technical industries.
• Great for highlighting features not visible in real life.

Demo Explainer Videos

Screencast videos record your computer screen while providing a voiceover explanation. They’re especially useful for software demonstrations, tutorials, and onboarding guides in the SaaS and tech industries.

If your business offers an online platform or application, screencast B2B explainer videos can walk viewers through account setup, feature highlights, or troubleshooting common issues.

Key Advantages:

• Demonstrates software in real time.
• Great for tutorials, demos, and onboarding.
• Quick and budget-friendly to produce.

Which Type of B2B Explainer Video is Right for You?

When deciding which type of B2B explainer video to use, consider:

• Your audience: Are they technical experts, business executives, or end-users?
• The complexity of your message: Do you need animation to clarify complex processes, or would live-action help build trust?
• Your budget and timeline: Animation can be faster and more affordable, while 3D and live-action typically require more resources.

Industries That Benefit from B2B Explainer Videos

B2B explainer videos are incredibly versatile and can be adapted to suit businesses across a variety of industries. Whether you’re offering cutting-edge technology, financial services, or complex manufacturing solutions, an explainer video can communicate your value proposition quickly and effectively. Below are some of the top industries that benefit the most from using B2B explainer videos.

Technology and SaaS

The technology and SaaS (Software as a Service) industry is one of the biggest users of explainer videos. Software solutions, cloud computing, AI, and cybersecurity often involve intricate functionalities that can be challenging to convey through text alone. A well-crafted B2B explainer video can visually demonstrate how a platform works, highlight key features, and show real-world applications.

Example Use Cases:

• Product Demos: Walk users through an application’s interface.
• Feature Explainers: Showcase updates or new functionalities.
• Customer Onboarding: Help new clients adopt the software quickly.

Finance and FinTech

The financial services industry includes everything from investment firms to payment processing and insurance providers. Many financial products come with complex concepts, regulations, and benefits that need to be communicated in a clear and engaging way.

Example Use Cases:

• Explaining Investment Strategies: Breakdown of how a fund or portfolio works.
• FinTech Applications: Demonstrating how a payment gateway or budgeting tool functions.
• Regulatory Compliance Videos: Helping businesses understand new laws or financial best practices.

Manufacturing and Industrial Businesses

For manufacturing companies, explaining how products are made or how a supply chain operates can be difficult without visuals. B2B explainer videos help demonstrate machinery, workflows, and logistics in a digestible format.

Example Use Cases:

• Product Assembly Videos: Showing how industrial equipment is assembled or used.
• Safety and Compliance Training: Educating employees and partners on proper usage.
• Process Demonstrations: Explaining how a manufacturing process increases efficiency.

Healthcare and MedTech

The healthcare and MedTech industry involves innovations that require detailed explanations. Whether it’s medical devices, healthcare software, or pharmaceutical advancements, B2B explainer videos can help illustrate functionality, benefits, and compliance requirements.

Example Use Cases:

• Medical Equipment Demos: Showing how a device operates.
• Healthcare Software Tutorials: Explaining how EHR (Electronic Health Record) platforms function.
• Patient Education Videos: Helping hospitals and clinics inform their patients.

Education and E-Learning

Corporate training, B2B educational services, and employee development programs benefit greatly from video content. B2B explainer videos help teach employees or partners about new systems, compliance requirements, and industry best practices.

Example Use Cases:

• Employee Training Modules: Onboarding new hires or training employees on new systems.
• Corporate Learning Platforms: Explaining how e-learning solutions work.
• Instructional Guides: Teaching businesses how to improve operations.

How to Create Effective B2B Explainer Videos

Creating B2B explainer videos involves more than just putting together visuals and voiceovers—it requires a strategic approach to ensure clarity, engagement, and action. Here’s how to create a compelling and effective explainer video for your business.

Identify Your Audience and Their Pain Points

Before starting production, it’s crucial to define your target audience. Ask yourself:

• Who will be watching this video?
• What challenges or pain points do they face?
• What solution does your business provide?

Tailor the message to address these pain points directly, ensuring that your explainer video resonates with potential clients.

Develop a Clear and Concise Script

A strong script is the foundation of a successful B2B explainer video. Keep it clear, concise, and benefit-driven. A typical structure includes:

• Problem Statement: Identify a common challenge faced by your target audience.
• Solution Overview: Introduce your product or service as the solution.
• How It Works: Break down key features and benefits.
• Call to Action (CTA): Guide viewers on the next steps, such as signing up for a demo or contacting sales.

Choose the Right Video Style

Like we covered earlier, there are multiple types of B2B explainer videos, including animated, live-action, whiteboard, and screencast. Select the format that best aligns with your industry, audience, and brand message.

Invest in Professional Voiceovers and Sound Design

A high-quality voiceover enhances the effectiveness of an explainer video. Professional narration adds credibility and ensures clarity. Pair this with background music and sound effects to make the video more engaging.

Keep the Video Short and Engaging

Attention spans are short—especially in the B2B space. Like we always say in our blogs, aim for 60-90 seconds in length to keep viewers engaged while delivering essential information. If the topic requires more depth, consider creating a series of short videos rather than one long video.

Add a Strong Call to Action (CTA)

Your B2B explainer video should always include a CTA that directs viewers on what to do next. Examples include:

• “Schedule a free demo today!”
• “Contact our sales team for more information.”
• “Visit our website to learn more.”

The CTA should align with your business goals and encourage conversions.

Best Practices for B2B Explainer Videos

To maximize the effectiveness of B2B explainer videos, follow these best practices:

Prioritize Clarity Over Creativity

While creativity is important, clarity should be the top priority. Avoid jargon and technical language that could confuse your audience. Your goal is to make complex ideas simple, not to impress with industry buzzwords.

Use High-Quality Visuals and Animation

A professionally designed video reflects well on your brand. Whether it’s motion graphics, 3D animation, or live-action footage, investing in high-quality visuals makes a difference.

Optimize for Multiple Platforms

Your B2B explainer video should be designed for versatility. Ensure it works across various platforms, including:

• Your website
• Landing pages
• Email campaigns
• Social media (LinkedIn, YouTube, Twitter)
• Sales presentations

Optimize file formats, resolution, and captions for each platform to maximize reach.

Keep Branding Consistent

Maintain a consistent brand identity by incorporating your company’s colors, fonts, and tone. This helps reinforce brand recognition across all marketing channels.

Test and Optimize for Engagement

After publishing your video, track key performance metrics like:

• View rates (how many people watched)
• Engagement rates (how long they watched)
• Click-through rates (CTR) (how many took action after watching)

Use this data to refine future videos and improve messaging.

Leverage Explainer Videos in Paid Campaigns

B2B companies can use explainer videos in LinkedIn ads, Google Ads, and retargeting campaigns to attract high-intent leads and drive conversions.

Common Mistakes to Avoid with B2B Explainer Videos

While B2B explainer videos can be a powerful tool for your marketing strategy, several common pitfalls can limit their effectiveness. Whether you’re producing videos in-house or working with a professional agency, avoiding these mistakes is crucial for creating content that resonates with your audience and drives results. Here’s what to watch out for:

Overloading the Video with Information

One of the biggest mistakes businesses make is trying to cram too much information into a single video. While you may feel the need to showcase every feature or highlight every benefit, this can overwhelm viewers.

What to Do Instead:

• Focus on one core message or problem-solution scenario per video.
• If your product has multiple use cases or solutions, consider creating a series of shorter explainer videos instead of one lengthy video.
• Use clear, concise language and visuals to maintain viewer attention.

Neglecting the Target Audience

Another common error is failing to tailor the message specifically for your target B2B audience. A generic, one-size-fits-all approach often leads to vague messaging and lost opportunities.

What to Do Instead:

• Segment your audience by industry, role, or buying stage.
• Customize scripts and visuals to reflect the priorities of decision-makers, influencers, and users.
• Highlight benefits that matter most to your specific B2B buyer persona.

Poor Audio Quality

Many companies focus heavily on visuals but underestimate the importance of clear, high-quality audio. Poor sound design, low-quality voiceovers, or background noise can detract from the message and reduce professionalism.

What to Do Instead:

• Hire professional voiceover talent who can deliver your message clearly and confidently.
• Use professional-grade audio equipment or work with a video production company that guarantees high-quality sound.
• Add music and sound effects carefully to enhance (not overpower) your video.

Ignoring Mobile Optimization

In B2B marketing, it’s easy to assume your videos will only be viewed on desktops. However, decision-makers often consume content on mobile devices, whether they’re commuting, traveling, or multitasking.

What to Do Instead:

• Ensure the video player is responsive and mobile-friendly.
• Use larger fonts, clean visuals, and high-contrast colors for easy readability.
• Add captions or subtitles for viewers who watch videos on mute.

Failing to Promote the Video Strategically

Simply posting your explainer video on your website isn’t enough. Without a distribution plan, even the best video will go unseen.

What to Do Instead:

• Share the video on social media platforms like LinkedIn, Twitter, and YouTube.
• Embed the video in blog posts, email campaigns, and on landing pages.
• Use the video in your sales process and presentations to enhance pitches.
• Consider running paid ad campaigns to promote your video to your target audience.

By avoiding these common mistakes, your B2B explainer videos will be more effective at engaging your audience, communicating your value proposition, and driving results.

Brewing B2B Explainer Videos

B2B explainer videos are one of the most powerful tools for simplifying complex concepts, engaging potential clients, and accelerating your sales process. Whether you’re launching a new product, clarifying your service offering, or looking to stand out in a competitive market, investing in high-quality B2B explainer videos can deliver impressive results.

At Digital Brew, we’ve been crafting custom, high-quality B2B explainer videos for more than 12 years. So if you’re ready to get started on a new video or just want to know a little more about our process and everything we can bring to the table, we’d love to hear from you. You can always reach out to us here.

Let’s Brew This!