Is an Explainer Video Worth It? It Depends on Where You Are Stuck
If you are asking whether an explainer video is worth the investment, there is only one question to start with:
Where exactly is your funnel breaking down?
Video is not magic. It is a lever. And like any lever, it only works when applied at the right point.
Explainer Videos Are Powerful When They Fix the Right Problem
If your offer is simple and your audience already understands their need, an explainer video can absolutely help.
Think of it like this:
"Here is a hotdog. Want a hotdog?"
In that case, a 5-second clip is probably all you need.
But most SaaS products require more than that. You are not selling a snack. You are selling a decision. You need to educate without overwhelming.
Explainers work best when the issue is clarity. Not motivation. Not trust. Not timing.
When to Use an Explainer Video
Explainer videos can drive a clear return when:
You are getting quality traffic, but most visitors bounce
Your offer is strong, but takes too long to explain on the page
You want a top-of-funnel asset for ads, outreach, or cold email
In these cases, an explainer increases qualified engagement. It helps visitors understand what you do and whether it is for them.
When an Explainer Video Will Not Help
If your issue is lower in the funnel, an explainer may not be the lever you need.
You might need something else if:
People visit your site, watch the video, but still do not convert
Free trials are not leading to paid accounts
You are getting attention, but not building trust
In those cases, more explanation does not move the needle. You already have attention. The constraint is now trust, clarity of value, or perceived risk.
This is where other video assets work better:
Retargeting clips that focus on outcomes like these quick-content videos
Testimonials from real users addressing specific objections - more on that here
Evaluation videos that walk through key use cases - or search your blog for ideas
What Is the ROI of an Explainer Video?
If an explainer addresses your current constraint, the ROI is immediate:
Higher traffic to your already high-converting landing page
Better performance from top-of-funnel ads
Faster understanding for sales conversations
For a breakdown of real use cases and performance numbers, check out this post on explainer video ROI.
If it is not aligned with your constraint, it becomes just another asset that sits on your page and fills space.
Before You Build Anything, Know the Constraint
Explainers are not outdated. They are just misused.
Start by asking:
What is actually keeping people from converting?
If the answer is "they do not understand what we do," then yes, build an explainer.
If the answer is "they are not convinced it is worth it," shift your focus to proof and outcomes.
If you are not sure, I build video campaigns that start with that exact question.
