When should businesses use explainer videos?

• Product or service launch: when the market does not yet have a mental model for what you sell, 60 to 90 seconds of explanation beats pages of copy.
• Website conversion: an explainer above the fold on a landing page gives undecided visitors the fastest path to understanding, and understanding precedes buying.
• Customer onboarding: how-to and setup videos shorten time-to-value and cut early churn. We produce how-to campaigns for brands like V-ZUG and Kanebo on this logic.
• Support deflection: if five questions generate half your tickets, five short videos are cheaper than the tickets, permanently.

Watch for these patterns: prospects consistently misunderstand what you do until a human explains it; your sales cycle includes a repeated live demo of the same basics; trade fair staff give the same two-minute pitch hundreds of times; new customers email questions your documentation already answers, because nobody reads it. In each case an explainer converts a recurring labour cost into a one-time production cost. B2B companies with technical products, software, engineering, financial services, see this effect most strongly.

Skip it if your offer is instantly understood, nobody needs a video explaining a bakery, or if the real problem is an unclear value proposition, video will only make confusion more polished. Do not use one explainer to cover six products; specificity is what makes the format work. And if the product interface changes monthly, choose motion graphics that are cheap to update over filmed screen content that ages in weeks. A typical professional explainer runs CHF 4,000 to 15,000 with a first cut in about two weeks.

The structure is consistent across industries: name the problem in the viewer's language within the first ten seconds, introduce the solution in one plain sentence, show how it works in three steps at most, add one piece of proof, a client name, a number, a demonstration, and end with a single call to action. Keep it between 60 and 90 seconds, write for listening rather than reading, and make it work with the sound off through subtitles and visual logic.