5 Clever Product Explainer Video Examples to Draw Inspiration From in 2023

Kate Pauline Galagnara - Writer for Tolstoy
By Kate Pauline Galagnara
Tamara Fodora - Editor for Tolstoy
Edited by Tamara Fodora
Joel Taylor - Editor for Tolstoy
Fact-check by Joel Taylor

Updated April 10, 2023.

Woman filming herself with makeup products to create a product explainer video for her business

Product explainer videos, what are they?

These clever videos are an effective way to quickly and clearly communicate the benefits of a product or service to customers. They are designed to grab attention, create interest, and motivate viewers to take action. Product explainer videos can be used in various stages of the marketing funnel—from generating leads at the top of the funnel (TOFU) to converting prospects into customers near the bottom (BOFU).

These videos make it easier for marketers to reach their target audience, build trust with potential customers, and increase conversions.

Structure of Product Explainer Videos

Product explainer videos typically have 4 main parts:

  1. Introduction of the problem that the audience might have The introduction part sets the tone for the video, presenting a relatable context in which the audience might need the product or service.
  2. Explanation of the product’s key features and benefits related to the problem The explanation part helps explain why customers should buy the product, focusing on its features and benefits.
  3. Examples of how the product works Examples help demonstrate how the product can be used in real-life scenarios.
  4. A call-to-action Finally, the call-to-action encourages viewers to take action, such as buying or signing up for a service.

With all that in mind, let’s look at 5 clever product explainer videos that you can use as inspiration in 2023.

» Learn more about how interactive video marketing can improve customer experience

1. Spotify

Spotify is a music streaming service that has become increasingly popular over the years. 11 years ago, Spotify introduced the app with this creative ad video for the brand, gaining millions of views and subscriptions. Its product explainer video focuses on how easy it is to use the platform, with an upbeat tone that perfectly captures its target audience.

The one thing we love about it is how it uses simple visuals to explain the concept of the product without the need for voiceover. The creativity and simplicity of the music, brand colors, and concept made it more engaging and appealing.

2. Ahrefs

An indicator of a good explainer video is when it sticks to the point, and that’s exactly what Ahrefs did. This SEO tool has one of the best explainer videos out there. This is simply due to the fact that the video explains its features in a straightforward manner. It does an excellent job of highlighting how the tool works and why people should be using it.

In this video in particular, Ahrefs played with engaging animation following a friendly voice that clarifies the "problem," or the "pain points," of their audience. It's simple but creative—but it's also detailed and perhaps a bit "longer," showing their target audience exactly what Ahrefs can do for them.

3. Dollar Shave Club

Razor brand advertisements can be successful by using humor to draw in their young-adult male target audience. That's how Dollar Shave Club did it. Its explainer video uses comedy to capture the viewers’ attention, while quickly and effectively showing the product's features and benefits. The video cleverly uses metaphors such as “A dollar a month to shave time and shave money” to explain why Dollar Shave Club is a better choice than other competitors.

If you ask us, never shy away from getting creative when it comes to showcasing your product or service—you have to stand out, and this Dollar Shave Club video definitely succeeds in that.


A great example of a product explainer video is the one available on ZAILA's website. This video clearly and effectively explains how to use the product, shows the proper quantities, and showcases the benefits it can provide for your skin. The demonstrator also uses the product on herself, which shows viewers the results of using this particular skincare brand.

By doing this in their explainer video, they manage to show potential customers why and how their skincare products can help them, while also building trust and creating a strong sense of community.

5. Buoy

Buoy is a brand that sells electrolytes to maintain electrolyte balance in the body. Similar to that of ZAILA, their product explainer video also clearly shows how to use the product and how much of it you should use. It also briefly lists the benefits that come with it. Of course, there may be differences based on their respective industries, but the purpose of the video is the same—to provide viewers with an easy-to-understand explanation of their product.

The best part about this explainer video is probably its approach, featuring a very creative backdrop and moving illustrations that help deliver the key message of their product. This video is an example of how you can make a great explainer video without having to spend too much money on production and animation.

Why Are Product Explainer Videos Useful?

Through visuals and audio, explainer videos effectively demonstrate the features of a product or service in an engaging and easily digestible way. This is also useful for growing businesses that may not have the budget for costly marketing campaigns.

Moreover, by creating a compelling explainer video, you can quickly and effectively establish your company as a legitimate source of information, providing customers with the assurance that your product or service is worth investing in.

All in all, explainer videos are an incredibly effective way to get your message across and build trust between your business and its potential customers.

» Want to stand out from the crowd? Use interactive videos for your brand