Why Explainer Videos Work: The Psychology Behind Persuasion

Explainer videos have become a fundamental tool for marketing and education, providing a concise and engaging way to present complex ideas.

These (usually) animated videos serve to convey a clear and compelling message to audiences, making them invaluable for brands looking to communicate effectively with their customers.

At Wyzowl, we believe explainer videos function as the perfect blend of storytelling and presentation, designed to simplify intricate concepts through visual and auditory stimulation. In fact, based on a survey we conducted, we found that an impressive 98% of people have watched an explainer video to learn more about a product or service, highlighting their wide reach and appeal (Wyzowl).

Understanding the underlying effectiveness of explainer videos is not just about acknowledging their popularity, but diving into the psychological principles that make them persuasive.

Knowing why and how these videos influence viewer behavior helps us as creators to fine-tune our content, ensuring it resonates deeply with our audience.

In this article, we explore these principles and their application in producing world-class explainer videos.

The Power of Visual Storytelling

Visual storytelling is central to the success of explainer videos, primarily due to its ability to engage the emotional brain. Humans are inherently drawn to stories; they help us make sense of the world and connect with others. Narratives trigger emotional responses that foster a deeper viewer connection, leading to higher engagement and retention rates. It’s no surprise then that 73% of video marketers have created explainer videos, making this the most popular singular use case for video marketing in 2025 (Wyzowl). We use this power to evoke emotions, creating videos that audiences not only watch but remember and value.

Highly complex information can be daunting and alienating for viewers. Explainer videos leverage visual storytelling to simplify these intricate concepts, making them digestible and approachable. By breaking down information into a clear sequence of visually engaging narratives, we ensure our audience can grasp complex ideas with ease. This is a crucial technique in demystifying what might otherwise remain abstract.

Our experience: From working with thousands of clients, we’ve consistently found that visual storytelling is not just about clarity – it’s about connection. Viewers are much more likely to convert when they feel connected to a story. That’s the magic we aim to capture in every frame. And example of this is the Monster Singer video we created as an in-house example project based on the popular Masked Singer TV show:

Dual Coding Theory: Combining Visuals and Audio

Dual Coding Theory, a cognitive psychological theory, highlights the benefits of combining visuals and auditory information to enhance comprehension. By utilizing both channels, explainer videos can improve understanding significantly – a belief supported by 99% of video marketers who reported increased user understanding of their product or service (Wyzowl).

This simultaneous input ensures that information is processed in different parts of the brain, making retention more effective. With visual and auditory elements reinforcing each other, viewers are more likely to comprehend and recall the message.

This approach also reduces cognitive load, which is the brain’s effort to process information. Explainer videos aim to present information smoothly through multiple channels, which distributes the cognitive load and makes it easier for viewers to process and understand the message. This method of reducing the mental effort required ultimately makes the content more engaging and memorable.

Our insight: The integration of dual coding in our explainer videos has consistently led to more informed audiences. We find that using complementary audio and visual cues not only enhances understanding but also bridges cultural and language gaps that often exist with global audiences.

An example of this is a video we created for Communyco that uses voiceover, music and sound effects to effectively get the message across:

Cognitive Load Theory: Simplification for Better Understanding

There is an art to breaking down information in a way that prevents cognitive overload, and explainer videos excel in this area. By presenting content in manageable chunks, they align with Cognitive Load Theory, which suggests that information is easier to comprehend when divided into smaller parts. By structuring content in this manner, we ensure that viewers can follow along effortlessly.

This simplification aids in facilitating long-term memory storage. By carefully structuring and simplifying content, explainer videos support the transfer of information from working memory to long-term storage. This process is crucial, given that viewers retain 95% of a message they watch in a video compared to just 10% when reading the same message as text (8mediagroup). The process of breaking down content into key points and connecting them through storytelling techniques helps reinforce this transfer.

Our experience: We take pride in our ability to distill complex ideas into digestible formats. Whether we’re explaining a fintech solution or a new piece of software, the goal is clarity without sacrificing depth. This approach makes our videos powerful tools for learning and persuasion.

An example of this is a video we created to explain black holes:

Emotional Engagement and Viewer Attention

Creating emotional connections is a cornerstone of effective explainer videos. Through the strategic use of visuals, music, and storytelling, we evoke emotions that keep viewers glued to the screen. This emotional engagement holds viewer attention and deepens their connection to the content. By stirring emotions, be it inspiration, joy, or empathy, we ensure that audiences remain invested in the message we convey. This technique is effective enough that 87% of people have been convinced to buy a product or service by watching a video (Wyzowl).

Furthermore, emotional engagement impacts information retention. There’s a strong link between the emotional connection viewers feel and their likelihood of remembering the content. A well-crafted explainer video not only grabs attention but creates an experience that audiences are likely to recall long after they’ve finished watching.

Our insight: Emotions drive behavior. This tenet is central to how we design our animations and write our scripts. We aim not only to inform but to inspire action – whether that action is purchasing a product or sharing a newfound insight with others.

A great example of this is this video we created for Morgan Health to raise awareness about breast cancer:

The Role of Credibility and Authority

While not explicitly covered in the previous sections, it’s essential to mention how credibility and authority play into the success of explainer videos.

Viewers are more likely to trust and engage with content that appears credible. This is often achieved by incorporating expert testimonials, industry statistics, and high-quality production elements.

By ensuring your explainer video reflects authority within its niche, you boost viewer trust and increase the potential for conversion.

Our experience: Crafting authority in our videos is about authenticity and quality. From the tone of voice to the visual style, every element works to build trust with the audience. With clients from various sectors, we tailor our approach to align with the unique voice and positioning of each brand.

A great example of this is this video we created for HSBC that shows how much happens in its bank in just 1 minute:

Conclusion

Explainer videos are not just a communication tool; they are a culmination of psychological principles that collectively enhance their effectiveness.

At Wyzowl, we utilize visual storytelling, dual coding, cognitive simplification, and emotional engagement, supported by credibility and call-to-action strategies, to craft exceptional explainer videos.

For content creators, understanding these principles is crucial. By incorporating these insights, creators can produce more persuasive and engaging content, ensuring their messages are not only heard but remembered.

As we continue to explore these psychological aspects, we commit to leveraging them in our work, driving success for our clients and leaving a lasting impact on their audience.