Why Animated Explainer Videos Don't Work
You’ve seen the stats.
🔹 Video marketing increases conversions by up to 80%.
🔹 Explainer videos improve website engagement.
🔹 Animated videos simplify complex ideas and boost brand recall.
So, you invest in a high-quality animated explainer video, expecting it to transform your marketing and drive leads overnight.
And then… nothing happens.
No massive increase in sales. No surge in website traffic. No flood of leads filling your inbox.
Here's the truth: animated explainer videos don't work the way most companies expect.
The problem isn't the video itself. It's how it's used.
A single marketing video cannot magically make sales. But positioned strategically within a B2B marketing funnel, an explainer video can be one of the most powerful available lead generation tools.
Let’s dive into why explainer videos underperform—and how to use them the right way to drive real business results.
1. If No One Sees It, It Can’t Convert
A B2B explainer video won’t generate leads if your audience never watches it.
Many businesses make the mistake of embedding their animated explainer video on a single webpage and calling it a day.
Maximize video usage and ROI by strategic distribution across multiple marketing channels:
📌 Website – On your homepage above the fold and on your product pages.
📌 Landing Pages – On lead magnet pages that have proven to convert well.
📌 Email Campaigns – In lead nurturing sequences, in cold outreach, and other places.
📌 Social Media Ads – Addressing the ideal audience via LinkedIn, Facebook, and YouTube.
📌 Sales Enablement – Use it in sales pitches and follow-up emails.
Without an intentional video marketing strategy, even the most compelling explainer animation will fail to generate results.
2. Animated Explainer Videos Don’t Close Deals—Your Funnel Does
A video alone won’t turn a cold prospect into a paying customer.
Your explainer video is a tool to:
✅ CAPTURE attention and educate your audience.
✅ ESTABLISH credibility and trust.
✅ BOOST engagement and conversions.
But to actually drive sales, it needs to be part of a well-structured sales funnel that includes the following:
A compelling landing page with a lead capture form.
Follow-up email sequences that nurture prospects.
A strong call-to-action (CTA)Â that moves viewers to the next step.
A sales team that follows up with leads and closes deals.
When you integrate your animated explainer video into a multi-touchpoint marketing funnel, it becomes a powerful lead-generation asset.
3. Messaging Matters More Than Animation
No matter how visually stunning your explainer animation looks, it's not going to convert if the messaging isn't there.
A high-performing explainer video script focuses on:
Solving a problem immediately – Hook your audience in the first 5 seconds.
Benefits over features – Show how your product improves their life or business.
A clear and simple CTA – Tell them exactly what they should do next.
If your animated explainer video isn't driving action, it's probably because the messaging doesn't resonate with the pain points of your audience.
4. The Right Length = More Engagement
🔹 60 seconds is perfect for grabbing attention.
🔹 90–120 seconds works if your solution requires a deeper explanation.
🔹 Longer videos should be very engaging or will surely lose viewers.
The best-performing animated explainer videos get to the point FAST, keeping viewers engaged until the CTA.
5. Don’t Just Use It Once—Repurpose It Everywhere
Your explainer video is a high-value asset. Maximize its reach by repurposing it across multiple platforms:
🎯 Social Media Ads – Cut it into short, targeted clips for LinkedIn, YouTube, and Instagram.
🎯 Email Marketing – Use it in cold outreach, nurture sequences, and onboarding emails.
🎯 Sales Presentations – Embed it in sales decks and proposals.
🎯 Retargeting Campaigns – Show it to website visitors who didn’t convert the first time.
Your animated explainer video should be everywhere your audience engages with your brand.
So… Do Animated Explainer Videos Work?
Yes—when used correctly.
A standalone explainer video won’t drive sales. But when combined with a strong marketing strategy, lead generation funnel, and proper distribution, it becomes one of the most powerful tools for B2B businesses.
If your explainer video isn’t converting, the problem isn’t the animation—it’s how you’re using it.
Want an Explainer Video That Actually Drives Sales?
At Commotion Engine, we create animated explainer videos that convert.
We don't just make pretty animations--we craft strategic video marketing assets that drive real business results.