Explainer video examples: seven B2B explainers and why each one works

Most lists of explainer video examples are twenty famous startup videos from a decade ago. This one is seven explainers we made, for real B2B products, with the specific choice in each that did the work. Watch them, then steal the choice.

1. Spyderbat: open on the pain, not the product

Watch the Spyderbat explainer. The first thirty seconds never mention the product. They describe the “chasm between threat detection and response,” measured in alert volume and investigation time, and end on the question every analyst asks: what did I miss? By the time the product appears, the viewer has already agreed there is a problem worth solving. The visual system is abstract on purpose, because the product is an operations plane, not a screen.

Steal this: if your buyer feels the pain daily, name it in their words before you name yourself.

2. Swimlane: one statistic, then the mechanism

Watch the Swimlane explainer. “The average organization faces over 10,000 new security alarms every day.” One number, early, that makes the rest of the video necessary. Then the mechanism: what gets automated, in which order, and the honest range (“typically 80 to 90% of an IR workflow”). No hand-waving about AI.

Steal this: one credible number in the first twenty seconds beats five adjectives.

3. LogRhythm SOA: a story with named people

Watch the LogRhythm security automation explainer. Five minutes is long for an explainer, and it holds because it is a story: David gets the alarm, Raj and Maggie join the case, the threat is neutralized, and the metrics at the end (time to detect, time to respond) are the point of the product. Motion graphics carry a workflow that a screen recording would have made unwatchable.

Steal this: when the product is a workflow, write a scene, not a feature list.

4. Deque axe MCP Server: forty seconds

Watch the Deque explainer. Sixty-five words. Problem, product, what it does, the result, the ask. It works because the audience (developers with an accessibility backlog) already knows the problem and does not want to be sold to for ninety seconds.

Steal this: if the viewer already understands the category, the shortest video that answers “what does it do and where do I get it” wins.

5. 10-4 Systems: written for the buyer’s job

Watch the 10-4 Systems explainer. It opens with three questions a carrier actually asks (“Are you losing money on empty miles?”) and every feature is tied to a truck, a driver, or a load. It does not sound like software marketing because it was written in the language of dispatch.

Steal this: interview three customers before the script, and use their nouns.

6. JetPackED: let the teachers say it

Watch the JetPackED explainer. The narrator sets up the problem (forty to sixty online programs per school, hours of data), but the lines that land are the teachers’ own: “I only end up using like two programs, if that.” Real quotes inside an explainer give it a second voice and a lot of credibility.

Steal this: if you have customers who will talk, give them the middle of the video.

7. How Securonix Is Different: positioning, not features

Watch the Securonix positioning film. This one answers a single question a buyer asks in an evaluation: how is this different from the SIEM I already have? Three headed sections (how it enriches data, what makes the analytics different, how you are effective on day one), each with a specific: hundreds of pre-built use cases, MITRE ATT&CK mapping, a sandbox to tune before production.

Steal this: when you are one of several finalists, make the video about the comparison the buyer is already running.

What the seven have in common

• A buyer named in the first ten seconds, by role or by pain.
• One specific number or mechanism instead of a stack of claims.
• A visual system built to survive product updates, so the video lasts years, not a quarter.
• A single ask at the end.

If you want the structure these were written to, the product demo script template is the same skeleton. And if you are pricing one: an animated explainer runs $215 per finished second, about $13,000 for sixty seconds and $19,000 for ninety, everything included. Details on the explainer video page.