Explainer Videos: Why They Work and How to Get One
Explainer videos are one of the most effective content formats in marketing. The concept is simple: take something your audience needs to understand — a product, a service, a process — and explain it clearly in 60 to 120 seconds using visually engaging animation or live-action footage.
The format has been around for over a decade, but it is not going anywhere. Businesses continue to invest in explainer videos because they work. They reduce support queries, increase conversion rates, and give sales teams something tangible to share.
This guide covers why explainer videos are effective, the different types available, what they cost in Singapore, and how to work with a production company to get one made.
Why Explainer Videos Work
The science is straightforward. People retain 95% of a message when they watch it in a video, compared to 10% when reading text. Explainer videos combine visual storytelling with concise narration to make complex ideas simple and memorable.
Here is why businesses keep investing in them:
They simplify complexity
If your product or service requires explanation — and most do — an explainer video does the heavy lifting. Instead of asking someone to read a page of text, you show them. A well-made explainer strips away the jargon and leaves the viewer with a clear understanding.
They increase conversions
Placing an explainer video on a landing page can increase conversions by 20–80%, depending on the industry and placement. Visitors who watch your explainer are more likely to understand your value proposition and take the next step.
They reduce support load
For SaaS companies and product businesses, explainer videos for onboarding and feature walkthroughs reduce the volume of support tickets. If customers can watch a 90-second video instead of reading documentation, they will.
They are versatile
One explainer video can be used across your website, social media, email campaigns, sales presentations, trade show displays, and internal training. The ROI compounds because the asset works in multiple contexts.
They are shareable
A good explainer is easy to share. Sales teams send them in outreach emails. Customers share them when referring your product. They circulate in Slack channels and WhatsApp groups. That organic distribution is free reach.
Types of Explainer Videos
Not all explainer videos are the same. The style you choose depends on your brand, audience, and what you are explaining.
2D Animated Explainer Videos
The most popular format. 2D animation uses illustrated characters, icons, and motion graphics to tell a story. It is versatile, cost-effective, and works for virtually any industry.
Best for: SaaS products, fintech, healthcare, education, professional services
Example use: "How our platform works" — a 90-second walkthrough showing a user interacting with your product through animated screens and character illustrations.
Learn more about 2D animation →
3D Animated Explainer Videos
3D animation adds depth and realism. It is ideal for products that need to be shown in three dimensions — physical devices, architectural spaces, mechanical processes.
Best for: Manufacturing, property development, medical devices, consumer electronics
Example use: A 60-second product demo showing a medical device from every angle, with an animated cross-section revealing internal components.
Learn more about 3D animation →
Motion Graphics Explainer Videos
Motion graphics focus on animated text, shapes, charts, and data. They are clean, professional, and effective for communicating numbers, processes, and abstract concepts.
Best for: Financial services, consulting, B2B companies, data-heavy industries
Example use: A quarterly results summary animated with charts, key figures, and branded motion graphics.
Live-Action Explainer Videos
Live-action explainers use real people, locations, and footage. They work well when human connection is important — for example, introducing a team, showing a workspace, or demonstrating a hands-on process.
Best for: Service businesses, hospitality, retail, companies with strong visual environments
Example use: A 2-minute video of a founder walking through the company, explaining what they do and who they serve.
Whiteboard Animation
A hand draws illustrations on a whiteboard while a voiceover narrates. This style was hugely popular in the early 2010s and has declined in use, but it still works well for straightforward educational content.
Best for: Educational content, training, step-by-step processes
Hybrid Explainer Videos
Many of the best explainer videos combine styles — live-action footage with motion graphics overlays, or 2D character animation with 3D product visualisation. Hybrid approaches give you the flexibility to match the format to the content.
What Do Explainer Videos Cost in Singapore?
Pricing depends on the style, length, and complexity of the animation or production. Here are typical ranges for Singapore:
| Type | Duration | Price Range (SGD) |
|---|---|---|
| 2D animated explainer | 60–90 seconds | 8,000–20,000 |
| 3D animated explainer | 60–90 seconds | 15,000–30,000 |
| Motion graphics explainer | 60–90 seconds | 5,000–15,000 |
| Live-action explainer | 60–120 seconds | 10,000–25,000 |
| Whiteboard animation | 60–120 seconds | 3,000–8,000 |
Pricing for explainer videos in Singapore starts at around SGD 5,000 for a simple motion graphics piece and can reach SGD 30,000+ for complex 3D or hybrid productions. Genesis typically scopes projects from SGD 20,000 onwards for 2D animation, reflecting the quality level and detail involved.
The biggest cost drivers are:
- Length — a 30-second video costs less than a 2-minute one
- Complexity — custom character design and detailed environments add production time
- Style — 3D is more expensive than 2D; live-action adds filming costs
- Revisions — more revision rounds mean more production time
How to Get an Explainer Video Made
Here is what the process typically looks like when working with a production company:
1. Write a brief
Before approaching any company, define:
- What are you explaining?
- Who is the target audience?
- What is the key message or takeaway?
- Where will the video be used?
- What is your budget range?
- What is your deadline?
The clearer your brief, the better your result.
2. Choose a production company
Look for a company with experience in your preferred style. Ask to see examples of explainer videos specifically — not just showreels. Check that they handle the full process in-house: scripting, storyboarding, animation, voiceover, and sound design.
How to choose a video production company →
3. Script and storyboard
The script is the foundation. A good production company writes the script for you based on your brief, or refines a script you provide. The storyboard maps the visuals to each line of the script.
You review and approve both before production begins.
4. Production
For animated explainers: the team builds the visual assets, animates the scenes, records voiceover, and adds sound design and music.
For live-action: the team handles pre-production logistics, filming, and post-production editing.
5. Review and revisions
You receive a rough cut (or animatic) for feedback. Most companies include 2–3 rounds of revisions in their quote. Be clear and specific in your feedback — "I do not like it" is not helpful. "The pacing in the first 20 seconds feels too fast" is.
6. Delivery
The final video is delivered in the formats you need — typically MP4 for web, plus versions formatted for social media if required.
Explainer Video Best Practices
Keep it under 2 minutes. Attention spans are limited. Get to the point. The ideal length for a landing page explainer is 60–90 seconds.
Lead with the problem. Start by describing the pain point your audience experiences. Then introduce your solution. This structure — problem, solution, benefit — is proven to hold attention.
Use professional voiceover. A good voiceover makes a significant difference. Avoid using an internal team member unless they have genuine presentation skills and a quality microphone.
Include a clear CTA. Every explainer video should end with a specific call to action: visit the website, book a demo, sign up for a trial, contact us.
Invest in sound design. Music and sound effects elevate the production quality. They set the mood and keep the viewer engaged. Do not skip this step.
Frequently Asked Questions
60 to 90 seconds is the sweet spot for most explainer videos. Long enough to convey the message, short enough to hold attention. For more complex products, 2 minutes is acceptable — but beyond that, viewer drop-off increases significantly.
It depends on what you are explaining. Animation is better for abstract concepts, software products, and processes. Live-action is better when human connection, physical environments, or real products are central. Many projects benefit from a hybrid approach.
Yes. Studies consistently show that landing pages with explainer videos convert 20–80% better than those without. The exact lift depends on your industry, audience, and how well the video is made.
Absolutely. Cut a shorter version (15–30 seconds) for social platforms. Many explainer videos are repurposed into Instagram Reels, LinkedIn clips, and TikTok snippets. Just make sure you add captions for sound-off viewing.
Working with a local Singapore studio gives you easier communication, timezone alignment, and the option for in-person meetings. Overseas studios may offer lower prices, but coordination overhead and cultural gaps can affect quality and timelines.
Explainer videos remain one of the highest-ROI content investments a business can make. They work because they respect the viewer\u2019s time, communicate clearly, and make complex ideas accessible.
If you have something worth explaining, we can help you explain it well.
Talk to us about your explainer video →
Related reading: How to Choose a Video Production Company in Singapore | Social Media Video: Content That Gets Watched
Benjamin Ang, the Creative Director of Genesis Motion Design, has more than 10 years of experience in motion graphics, design, and animation, Benjamin embarked on his own journey in 2015 with the birth of Genesis Motion Design, a studio focused on brand-driven storytelling.