Video content might not be the first thing that comes to mind when you think about B2B tech marketing. I get it: sometimes it’s hard to picture how you can translate the complex and deeply technical processes that B2B tech is known for into the very visual language of a tech explainer video.
But that’s a lost opportunity, and the numbers back this up:
- Video content can generate up to 1200% more engagement than text and image content.
- Viewers retain as much as 95% of a video’s message compared to about 10% when reading text.
- Companies using video content can have up to 54% higher conversion rates than those who don’t use video.
So, there’s a lot of value to be unlocked from video, especially a well-crafted explainer. Not sure how to go about it? Read our top tips and take inspiration from 5 brilliant brands who successfully implemented B2B explainer videos in their marketing campaigns.
What is a B2B tech explainer video?
A tech explainer video is a short-form video (typically under 3 minutes) that visually demonstrates how a technology product or platform works—translating complex functionality into clear, engaging visuals that help prospects understand value quickly.
It’s not a feature walkthrough or a screen recording. It’s not an industry trends piece. A good tech explainer distils the core mechanism of your product into something a non-technical buyer can grasp in one viewing.
At the same time, it can’t just be a screen grab of your software or live footage of your product. You need something that takes the essence of how your product works and captures it in engaging visual form.
Sounds hard? It’s not a simple balancing act to get right. Here are our top tips to get you started:
3 essential rules for your B2B tech explainer video:
- Make it entertaining: Information alone won’t hold attention. Inject creative visuals and movement—otherwise viewers drop off before you’ve made your point.
- Stay true to your brand: Experimenting with video is good. Straying so far from your visual identity that it feels off-brand is not. Consistency builds trust.
- Keep it short: Attention spans hover around 47 seconds. Aim for under 2.5–3 minutes, and front-load the hook.
Want to see how it’s done? Here are 10 of our favourite examples:
Our favourite examples of B2B tech explainer videos
Tatari
Data-driven platform Tatari helps business owners measure and buy ads across both streaming and linear TV.
This video shows that any complex idea can be simple to grasp if the team has experience and communicates with the client to understand their needs.
Tatari demonstrates how visual and audio aspects can play on that idea, effectively delivering the message through simplified visual metaphors that make complex data platforms feel intuitive.
Hootsuite
Hootsuite’s platform lets users schedule, analyse, and boost content across multiple social channels. Their target audience — marketers and business owners already active on social — informed every creative decision.
Why it works: Bright colours and fast-moving visuals mirror the energy of social media itself. The video speaks to its audience in their native visual language.
Makersite
Cloud-based platform Makersite helps manufacturing companies worldwide estimate production costs, make smart product decisions, and maintain better product quality.
Makersite can estimate the potential costs of the production and supply chain, and check if it’s compliant with industry standards.
This B2B tech explainer video demonstrates how complex ideas can be turned into simple ones. The company leads with pain points manufacturers actually face, then clearly shows how their platform solves those problems using compelling visuals.
AZA
AZA is a two-way matching system that helps sellers and buyers find each other.
If your organisation is in one of the two positions described in this B2B tech explainer video, then not only will you understand AZA’s offering, but you may even be inclined to use it.
Tech explainer videos don’t have to be bland, or simply explain a product. AZA uses scenario-based storytelling to help viewers see themselves in the use case—and that’s what inspires action.
Pipedrive
Pipedrive is a cloud-based CRM that helps sales teams manage leads, track deals, and automate reporting. Their explainer skips jargon entirely—describing the product in terms of outcomes salespeople actually care about.
A limited colour palette, drawn from Pipedrive’s brand, keeps the visuals clean without sacrificing clarity. Proof that restraint can be a creative advantage.
Cisco
Cisco’s explanation of routing solutions for hybrid working is truly exemplary, bringing together a straightforward, clear style, beautiful animation, and a peppy voiceover.
Their B2B explainer video strikes the perfect balance between being fun and exciting to look at, keeping the visuals clean and professional. It is a sight for sore eyes among many overly chaotic or tedious corporate videos.
Verdant
Did you know the ice age ended over 11,000 years ago?
This tech explainer video, created by us for Verdant Technologies, starts with a thought-provoking question before going into a comprehensive but snappy explanation of the company’s work. To make it understandable but keep the pace up, we combined a voiceover with on-screen text and minimalistic animation.
The hook question earns attention in the first 5 seconds. The end result is a beautiful visual which delivers crucial information to get a buyer interested in just over a minute. Who knew broccoli could be so photogenic?
Monday.com
Monday.com’s explainer could have been a static dashboard walkthrough. Instead, a well-chosen soundtrack and the brand’s signature colour palette turn it into something genuinely watchable.
AT&T
Telecommunications marketing isn’t always the easiest to get right, as the industry is full of complex and quickly developing concepts that can be hard to grasp in visual form.
AT&T’s Network Firewall video combines a futuristic visual style with a fast-paced, jargon-light voiceover. The speed reinforces the message: this is a forward-looking product from a forward-looking company.
Everledger
Everledger layers polished voiceover over realistic footage of its platform—no animation tricks, just a clean demonstration of the user experience. For a company focused on transparency in the diamond supply chain, this no-frills approach feels exactly right.
Why it works: Sometimes the product is compelling enough to carry the video. Everledger’s restraint lets the platform speak for itself.
What makes each example work
| Brand | Core tactic | Key Lesson |
| Tatari | Simplified visual metaphors | Complex data platforms can be made intuitive through abstraction |
| Hootsuite | Audience-matched energy and colour | Visual tone should mirror where your buyers live |
| Makersite | Problem-first narrative | Lead with pain points, then show the solution |
| AZA | Scenario-based storytelling | Help viewers see themselves in the use case |
| Pipedrive | Minimalist brand palette | Restraint builds clarity and trust |
| Cisco | Clean animation + peppy voiceover | Professional doesn’t have to mean boring |
| Verdant | Hook question + fast pacing | Earn attention in the first 5 seconds |
| Monday.com | Soundtrack-driven engagement | Audio can carry emotional weight |
| AT&T | Futuristic pacing | Speed signals innovation |
| Everledger | Product-forward footage | Let a strong product speak for itself |
Want help creating B2B tech explainer videos that actually convert? Get in touch at hello@isolinecomms.com
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