The Rise of Explainer Videos in B2B: Why Simplicity Wins

Jesse Williams
Aug 4
4 min read

Anthropomorphic koala, fox, and owl in suits, standing confidently with briefcases. Light green background, crisp lines, professional vibe. 2D animation for business explainer video. B2B video marketing production.

In an era where B2B buyers are overwhelmed with complexity, attention spans are shrinking, and competition is fierce, one video format has surged to the forefront: the explainer video. Once considered a niche tool for startups and product demos, explainer videos are now a critical part of the B2B content strategy—especially in industries like SaaS, healthcare, finance, and enterprise tech.

But why are they so effective? The answer is simple: they simplify.

What Is a B2B Explainer Video?

A B2B explainer video is a short, compelling video that distills complex business offerings, technical solutions, or abstract ideas into easily digestible visuals and narration. They’re typically animated or use motion graphics, and they run between 30 seconds and 2 minutes—long enough to inform, short enough to keep attention.

These videos often live on product pages, in email campaigns, at trade show booths, or at the top of a sales funnel. Increasingly, they’re also being repurposed for LinkedIn ads, sales enablement, or embedded into investor decks.

Why B2B Buyers Prefer Simplicity

A growing body of research supports the idea that clear, concise communication is what cuts through the noise.

According to Gartner, 77% of B2B buyers say their last purchase was “very complex or difficult.”¹ These same buyers are craving clarity, particularly during the research phase, when they’re juggling dozens of options, features, and decision criteria.

Explainer videos do what text-heavy whitepapers, feature tables, or live demos often fail to do: simplify the value proposition and accelerate understanding.

Stylized 2D orange face smiling on a teal striped background. A smaller face in black and white is next to it turned 90 degrees. The faces have simple, abstract features. 2D animation style for business explainer videos. The faces are to be used in B2B video marketing production.

Explainer Videos Drive Measurable Results

Simplicity isn’t just good UX—it impacts business outcomes. Studies show that marketers who use video grow revenue 49% faster than those who don’t.² And among those, explainer videos are cited as one of the most effective formats for lead generation and product education.

Wyzowl’s 2024 Video Marketing Survey reports that:

96% of people have watched an explainer video to learn more about a product or service.
89% say a video has convinced them to buy a product or service.
87% say video has helped increase traffic to their website.³

Ideal Use Cases in B2B

Here are a few key areas where explainer videos thrive in B2B:

1. Product Introductions

Before a prospect is ready for a demo, they need to understand what the product does and why it matters. Explainer videos can visually demonstrate use cases, pain points, and benefits within 60-90 seconds—far faster than a deck or whitepaper.

2. Onboarding and Internal Training

Complex tools often require significant onboarding. Rather than relying solely on written guides, companies are investing in explainer videos to train internal teams and new customers alike.

3. Trade Shows and Investor Pitches

Explainer videos are ideal for looping at booths or presentations where attention is limited, but first impressions matter.

4. Sales Enablement and ABM

Sales teams often embed explainer videos in emails to decision-makers or use them in targeted account-based marketing (ABM) efforts. A short, compelling video can increase open rates and reduce friction in the sales funnel.

Colorful paper triangles scattered on a light surface, featuring red, yellow, blue, and white pieces, creating a playful, abstract pattern. The triangles are to be animated to turn an abstract image into an idea for an explainer video. A stop-motion animation for business explainer videos for a B2B video marketing production.

Why Animation and Motion Design Work So Well

While there’s no one-size-fits-all format, motion design and 2D/3D animation are often preferred in B2B explainer videos because they:

Visualize the invisible: Great for products like APIs, software infrastructure, or medical technologies.
Offer complete control over branding: Everything from typography to transitions can match your brand’s visual identity.
Avoid dated b-roll clichés: Unlike stock-heavy live-action videos, animation stays evergreen longer.

Keys to a High-Performing B2B Explainer Video

Keep it short (under 2 minutes)

Retention drops significantly after 90 seconds. The most successful videos hook viewers early and focus on a single core message.

Start with the problem

The most effective scripts open by addressing the viewer’s pain point. This builds relevance and emotional investment.

Prioritize clarity over cleverness

Clever metaphors or jargon can backfire if they obscure the core message. Aim for plain language and clear visuals.

Invest in quality scripting and design

No amount of visual polish can save a poorly written script—or vice versa. Scriptwriting, voiceover casting, and sound design should be part of the strategy from the beginning.

Pitfalls to Avoid

Trying to say too much: One video should do one job. Don’t cram every feature or message into a single explainer.
Forgetting the CTA: End with a clear call to action—whether it’s to schedule a demo, download a case study, or contact sales.
Underestimating localization: If you serve global markets, consider subtitling or dubbing the video in multiple languages to maximize reach.

Floating office supplies: pencil holder, box, ruler, tape, knife, binder clip, book. Gray background, orange surface, playful mood. The objects are all floating as if they are falling from the sky. The objects are to be animated for a business explainer videos for a B2B video marketing production.

What the Data Says: Explainer Videos Influence B2B Buyers

Explainer videos align well with how today’s buyers research and make decisions:

Buyers complete 57% of the purchase decision before contacting sales.⁴
70% of B2B buyers watch videos during their path to purchase.⁵
90% of users say product videos help them make buying decisions.⁶

These numbers suggest that the explainer video is no longer a “nice to have”—it’s a foundational asset for any B2B content strategy.

Visual Production Partners: Strategic Explainer Videos That Drive ROI

At Visual Production Partners, we don’t just create videos—we build tools for business growth. We work closely with clients to understand their product, audience, and objectives, then craft explainer videos that simplify complexity without sacrificing substance. Our strategic approach ensures every video is on-brand, on-message, and optimized for results across platforms.

Whether you're launching a new SaaS product or reintroducing a service to enterprise clients, we’ll help you make an impact—with clarity.

About the Author

This article was written by the team at Visual Production Partners, a video strategy and production company helping B2B brands simplify their message, accelerate their sales cycle, and create video content that performs.