There was a time when having an explainer video on your homepage was what all the cool kids were doing. It was almost a badge of honour: a fancy 90-second animation with colourful graphics, a chirpy voiceover, and some stock music that summed up what your company did.

For a while, they worked. They were fresh, innovative, and gave brands a way to tell their story quickly and consistently. But that was ten years ago. The online world has moved on. Audience expectations have changed. And while video has never been more powerful, the explainer video as we know it is officially dead.

If your brand is still relying on one slightly cringe explainer video to tell your story, it’s time for a rethink. The brands winning right now aren’t clinging to old formats, they’re adapting, experimenting, and building video strategies designed for the way people actually consume content today.

As an experienced video production company, we’ve seen this shift first-hand. Clients still ask for explainer videos, but what they really need is a more dynamic approach. That’s where a modern video production process makes all the difference.

Why Explainer Videos Don’t Work Anymore

1. They all look the same

Explainer videos were once exciting because they were new. But as more and more projects rolled out, they became generic. Animated characters with the same rounded edges. A safe script. A cheerful but forgettable soundtrack.

The problem? They blur together. If you swapped the logo, would you even be able to tell the difference between one SaaS company’s explainer and another? Probably not. Instead of standing out, explainer videos now do the exact opposite: they make brands look interchangeable.

2. They don’t match how people consume content anymore

When explainers first took off, people were willing to sit through 90 seconds of brand storytelling. Today, that feels like a lifetime. Platforms like TikTok, Instagram Reels, and YouTube Shorts have rewired us to expect content that hooks in the first three seconds, if that.

An explainer that spends half its runtime setting the scene, before actually delivering value, shouldn't be anywhere but the trash folder. Your audience has already gotten bored before it even started.

3. They feel too corporate

Explainer videos were designed to educate, but most end up sounding scripted, overly polished, and too safe. And in 2025, “safe” content is pointless content.

Audiences don’t want another animated video with stiff graphics. They want to see real people on camera, talent they can connect with, authentic voices they can relate to, and a director who isn’t afraid to bring some personality to the shoot.

4. They fail at storytelling

At their core, explainer videos are about “explaining” what a business does. But it’s not facts that sell, it’s stories. And when you rely on a cookie-cutter storyboard with flat animation, you miss out on the emotional hook.

The most effective films today make you feel something. Whether it’s clever humour, inspiring visuals, or a raw behind-the-scenes look captured in the studio with simple equipment, the story is what people remember. Not the bullet points.

What Smart Brands Are Making Instead

The decline of explainer videos doesn’t mean video is any less effective. Quite the opposite. Video has never been more vital. But instead of sinking a large chunk of budget into one explainer, smart brands are spreading their investment across different formats, multiple shoots, and ongoing campaigns.

This is where a video production agency adds real value, helping brands map out a sustainable, creative video strategy that aligns with marketing goals and doesn’t rely on a single asset.

Here’s what’s replacing the explainer:

1. Short-form social content

Explainers were designed for websites. But discovery doesn’t happen there anymore, it happens in feeds.

That’s why brands are investing in short-form video built specifically for distribution across TikTok, Instagram, LinkedIn, and YouTube. Quick-fire clips from a shoot, funny moments captured on set, or snappy demos filmed with minimal equipment all perform better than a polished explainer.

And because these videos are faster to produce, the crew can capture a whole library of content in one project, giving the marketing team weeks of usable material.

2. Brand story films

If explainers are about “what we do,” brand story films are about “why we do it.” And that’s the difference between being forgettable and being memorable.

A strong brand story film has a creative director, a clear script, a thoughtful storyboard, and a talented crew. From lighting design and sound capture to filming on high-quality cameras, every detail helps convey authenticity and emotion.

Unlike explainers, which are often churned out with cookie-cutter animation, brand story films feel like a finger print to each brand. They’re about giving your client something worth paying attention to.

3. Customer-led storytelling

One of the most effective approaches right now is putting the camera in front of your customers. Testimonial reels, documentary-style case studies, or even user-generated content are powerful because they feel genuine.

A smart production doesn’t just hit record. It involves guiding talent with thoughtful interview questions, making sure the lighting and sound elevate the story, and using post-production editing to highlight the most compelling soundbites.

Not only does this type of content resonate emotionally, but it also builds trust, something no generic explainer could ever do.

4. Edutainment, not education

Explainers set out to “educate.” The problem with that strategy? They often bore people to sleep before they can finish the whole video.

Brands winning today lean into edutainment, content that informs and entertains. A skincare company might shoot a fun myth-busting series in their studio with props, graphics overlays, and playful editing. A SaaS platform could roll out weekly productivity tips filmed simply but packaged with creative animation and motion graphics in post-production.

People learn best when they can have a bit of fun whilst doing it.

5. Always-on video strategy

The biggest shift isn’t about format, it’s about mindset. Explainers were treated as one-off projects: you plan the storyboard, agree the budget, shoot once, and deliver a final file. Done.

But in 2025, there isn’t time for brands to wait years before commissioning their next piece of video. Instead, they’re adopting always-on strategies, filming regularly, repurposing content, and using editing to create a steady flow of new assets for distribution across channels.

That means thinking about timelines differently too. Instead of one six-week production cycle for a single explainer, you might plan quarterly shoots that deliver ongoing content streams.

Why This Matters for Brands

At this point you might be wondering: “But our explainer still gets views on our homepage, why fix what isn’t broken?”

Relying on one explainer is like relying on a single blog post to carry your entire marketing strategy. It’s not that it’s useless, it’s just nowhere near enough.

Smart brands know that:

• Story matters more than script. A corporate voiceover doesn’t connect. A compelling director-led video does.
  
  
• Details matter. From lighting and sound to editing and post-production graphics, every detail adds polish and builds credibility.
  
  
• Consistency wins. Instead of one explainer gathering dust, ongoing shoots create a library of content for distribution across platforms.
  
  
• Flexibility saves you. By planning budgets and timelines around multiple deliverables, you get more mileage out of each project.
  
  

Remember that a video production process that’s collaborative, bringing together client, director, crew, and creative input, always delivers stronger results than a generic template explainer.

Here’s what you need to know

The explainer video isn’t just outdated, it’s actively holding brands back.

Audiences don’t want another basic animation with flat graphics and an overly scripted voiceover. They want real stories, real people, and video content that feels alive. They want to see the behind-the-scenes of a shoot, hear authentic voices captured by your crew, and enjoy edutainment that makes them laugh and learn.

Video is more powerful than ever. But explainer videos? That belongs in the archives.

It’s not about “what should our explainer look like?” anymore. It’s about:

• How can our next shoot capture authentic talent?
  
  
• How do we balance our budget and timeline to get the most out of a project?
  
  
• What distribution strategy ensures this content supports our wider marketing goals?
  
  
• How can editing, animation, and graphics in post-production extend the life of our content?
  
  

The brands that thrive in 2025 and beyond aren’t the ones who commissioned one explainer years ago. They’re the ones working with a video production agency to plan strategically, execute creatively, and treat video as an always-on process.

That’s the future of video. And it’s already here.

Ready to start? 

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