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.
Key Takeaways
- Start with a clear problem: Strong explainer videos open with a relatable issue so viewers instantly understand why the product matters.
- Highlight benefits simply: The best examples keep visuals clean and focus on what the product actually helps the customer do.
- Show the product in action: Demonstrations or quick real life examples make the value obvious and build confidence in what you are selling.
- Use a tone that fits your audience: Humor, animation, or simplicity can all work as long as the style matches what your shoppers respond to.
- End with a direct next step: A clear call to action helps turn viewer interest into clicks and purchases.
Structure of Product Explainer Videos
Product explainer videos typically have 4 main parts:
- Introduction of the problem that the audience might haveThe introduction part sets the tone for the video, presenting a relatable context in which the audience might need the product or service.
- Explanation of the product’s key features and benefits related to the problemThe explanation part helps explain why customers should buy the product, focusing on its features and benefits.
- Examples of how the product worksExamples help demonstrate how the product can be used in real-life scenarios.
- A call-to-actionFinally, 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.
4. ZAILA
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.
Pro Tip: Turn Explainer Videos Into High-Intent Shopping Moments With Tolstoy
If you’re pulling inspiration from these classic explainer videos, here’s how to remix the format into something that actually converts on your PDPs and PLPs.
- Open With a Real Shopper Problem: Use Tolstoy’s AI Studio to auto-generate a 3–5 second hook tied to your product’s top objection (shipping time, sizing clarity, how-it-works). It beats generic “meet our product” intros every time.
- Add Layered, Shoppable Context: Drop shoppable tags at every “aha” moment. For a skincare demo like ZAILA’s, add tags for ingredients, shade match, or bundle options right when they’re shown.
- Replace Static CTAs With Intent-Based Ones: End with personalized recommendations such as “Show me my routine,” “Find my flavor,” or “Compare plans,” instead of a generic CTA button.
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
FAQs
Focus on a single customer problem and build a tight sequence that demonstrates the solution visually.
- Draft a one-sentence “problem → fix” statement and use it as your narrative spine.
- Map each shot to an action: show the pain point, show usage, show the result.
- Prioritize on-screen demonstrations over lengthy narration.
End with one clear CTA that aligns with the viewer’s intent.For a deeper breakdown of interactive approaches, explore how interactive video marketing enhances customer experience.
Use tight framing, controlled lighting, and simple motion graphics to elevate clarity and professionalism.
- Use Tolstoy AI Studio to create high-quality product shots (closeups, zooms, spins)
- Use natural light and a consistent background to avoid visual noise.
- Add minimal text overlays to reinforce core benefits without overwhelming the viewer.
Shoot or generate short B-roll sequences to smooth transitions and add polish.You can see how other brands do this in our product video inspiration guide.
Build a modular script system so you can swap intros, hooks, and CTA variations without redoing the full video.
- Create 3–5 interchangeable hook lines and film them in identical framing.
- Maintain a reusable library of feature demonstrations that can plug into different edits.
- Test versions on high-traffic PDPs and measure the first 5-second retention.
- Use structured naming conventions to keep experiments traceable across campaigns.
To scale this testing mindset, review interactive marketing strategies with examples.
Tolstoy AI Studio generates studio-grade product visuals and short clips that maintain consistent color, framing, and mood across your entire video library.
- Use your product photo and prompt the AI to generate lifestyle, on-model, or environment scenes.
- Produce variations that match each script segment: hook, feature demo, benefit close-up.
- Leverage the Tolstoy video editor, or export motion-ready assets to simplify editing and maintain a coherent brand identity.
Refresh these visuals regularly to keep your content recent, boosting search visibility.Learn more about Tolstoy AI Studio.
AI Player improves discoverability with optimized metadata, while AI Shopper turns each video into a guided shopping experience.
- Leverage AI Player so each clip gets its own JSON-LD schema for LLM & SEO visibility.
- Let AI Shopper answer questions about sizing, compatibility, or alternatives mid-video to boost sales.
Learn how to use Tolstoy AI Player and AI Shopper to captivate your audience.
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