A product explainer video shows what a product does and why it is worth buying. These 10 examples cover software platforms, AI tools and physical products.
By
Larry Mutenda
| What are the best product explainer video examples? Strong product explainer video examples include TestBox for software trials, Amsterdam Modeling Suite for materials research software, JUNE for legal case management, Brightidea for project proposals, Contruent for construction cost management, Brady ActiveID for data center cable labels, IPGOBox for box ordering, Acrisure for self-funded health plans, Communikit for municipal alerts and Cretegen for concrete contractor leads. |
A product explainer video is a short animated video that shows what a product does, who it is for and why it matters. Most run 60 to 120 seconds. It usually opens with the customer’s problem, introduces the product as the answer and ends with a next step.
This article looks at 10 product explainer videos for software, AI tools and physical products. For each one, I describe what the video shows and how it frames the product. After the examples, I cover how product explainers compare with demos, where to use them and how to plan one.
Here is a quick overview of the 10 videos in this article. The table links to each example below.
Each example explains a real product with a real audience. Together they cover software, AI and physical products. All 10 come from the Creamy Animation video library. I describe each one from its own narration.
| # | Company | Use |
|---|---|---|
| 1 | TestBox | A new way to evaluate software |
| 2 | Amsterdam Modeling Suite | Scientific software for materials research |
| 3 | JUNE | AI case management for legal teams |
| 4 | Brightidea | A character story for a software platform |
| 5 | Contruent | Cost management for large projects |
| 6 | Brady ActiveID | A physical product for data centers |
| 7 | IPGOBox | An ordering platform in one minute |
| 8 | Acrisure | A financial product explained by outcome |
| 9 | Communikit | A communication app for municipalities |
| 10 | Cretegen | A lead tool for concrete contractors |
Runtime: 1:05
TestBox opens with a buyer stuck on a two-hour sales demo with Enterprise Steve. It then introduces TestBox as a free, self-serve way to test software options side by side.
The video explains that TestBox builds an environment around the buyer’s use cases, with AI-generated data that looks like their own. Teams can invite colleagues to compare tools together.
The TestBox video is drawn from the video library of Creamy Animation.
Runtime: 1:03
The video opens on the pressure facing battery and materials researchers: tight timelines and costly trial and error. It introduces the Amsterdam Modeling Suite as software that analyzes and predicts mechanisms down to the atomic level.
It closes on practical points for buyers, such as fast installation, documentation and support. A highly technical product is framed around the researcher’s goal of reaching the market faster.
Runtime: 1:12
JUNE is a case management platform for law firms and corporate legal departments. The video starts with legal teams overwhelmed by documents and deadlines.
It then shows how JUNE uses AI to automate litigation work from case intake to resolution, while teams keep control of their data. The focus stays on the outcome for the legal team rather than the technology behind it.
Runtime: 2:10
The Brightidea video is told by Mark, a former Amazon employee. He misses the long-form memos Amazon used to test new ideas. At his new company, projects get approved from half-finished slide decks with unclear owners and no success criteria.
The story then introduces Brightidea Memo, a tool for writing and reviewing narrative proposals, with templates, margin comments, peer review and an AI writing assistant. The longer runtime gives the character room to make the problem feel real.
Runtime: 1:38
Contruent’s video focuses on oil and gas construction projects. It lists the pressures project managers face, from market swings to supply chain disruptions and regulatory change.
It then presents a lifecycle cost management solution that puts project data in one place, with real-time updates to cost and schedules. 3D motion graphics give the large-scale setting a physical look.
Runtime: 2:01
Brady ActiveID is a cable labeling system for data centers. The video explains the cost of pulling the wrong cable and cites human error as the cause of 24 percent of unplanned outages.
It then walks through how the labels are created with cable run information and read with a handheld NFC reader. A physical product gets the same step-by-step treatment as software.
Runtime: 1:00
IPGOBox is International Paper’s online platform for ordering boxes. The video opens on customers waiting for order updates. It then shows how they can place orders, check status and print trailer, invoice or bill of lading numbers themselves.
The line “pick, click and go” gives the product a simple promise that repeats at the end.
Runtime: 1:08
Acrisure’s video explains self-funded medical plans for businesses with 50 or more employees. It starts with what owners and employees each want from health benefits.
It then outlines the services behind the product: actuarial analysis, stop-loss protection and captive solutions that pool smaller companies. A complex financial product is framed around control of health care costs.
Runtime: 1:04
Communikit is a communication platform for municipal leaders. The video contrasts buried social media posts with instant push notifications sent through a branded community app.
It also shows that administrators can see who has viewed each message. The product is framed around the problem residents and councils already know: important updates that nobody sees.
Runtime: 1:03
Cretegen opens with a direct question to concrete contractors about jobs lost to leads that went nowhere. It then shows customers laying out a project on a satellite map and getting a budgetary quote in seconds.
The contractor sees each lead with a drawing, estimated price and contact details. A niche product is explained in about a minute.
A product explainer sells the value of a product, usually with animation. A product demo shows the interface or item in use, step by step. Many companies use both: an explainer near the top of a page and a demo further down or in sales calls.
Most of the examples in this article are explainers. Brady ActiveID sits closer to a demo, because it walks through how the labels are created and read.
One product explainer can serve many places: the product page, paid ads, sales decks, email and app store listings. A 60 to 90 second cut fits most of them. A shorter version suits paid social, and a longer cut can support sales and onboarding.
Open with the frustration the product removes. TestBox starts with a long sales demo. Cretegen starts with lost jobs.
Decide the single reason a buyer should care. IPGOBox builds its whole video around ordering and tracking boxes without waiting.
An animated explainer sells the idea. A demo shows the interface. A character story, like Brightidea, gives a complex product a human angle.
Show the product in the buyer’s world. Brady ActiveID shows a data center. Amsterdam Modeling Suite shows battery research.
Close with one action, such as a free trial, a demo booking or a visit to the website.
A product video is the broad category, usually a short animated piece that sells the value. A product demo is a specific type that shows the interface or item in use. Many products use both.
Most run between 60 and 120 seconds. Eight of the 10 examples here run between one and two minutes.
It depends on length, style and complexity. See the explainer video cost guide for current ranges.
The common types are the product explainer, the product demo or walkthrough, the app video and the physical product video. The examples here focus on explainers for software and physical products.
Use it on product and landing pages, in paid ads, in sales decks and demos, in email and in app store listings.
Yes. Brady ActiveID explains a physical labeling system for data centers with the same clear, step-by-step approach used for software.
Most of the examples here do. TestBox, JUNE and Cretegen all open on a problem the buyer already knows before the product appears.
Yes. Brightidea is told by a single character, Mark, whose frustration sets up the product.
The best product explainer videos make a product clear in about a minute or two. Each example here opens with a problem the buyer knows and shows how the product solves it.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.
