Buying guide
Best company explainer videos: real examples by company type
The best company explainer videos, organized by company type: B2B service firms, SaaS products, startups, small local businesses and corporate introductions. Criteria for each type, plus one complete worked example per type.
Capri Video · Updated · 11 min read
Key takeaways
- The best company explainer videos are best for a type of company, not in general: what a B2B service firm needs from a film is different from what a SaaS product or a corner-shop business needs.
- Judge candidates against your own type's criteria: a metaphor carried all the way for invisible services, one user's workday for software, a walkthrough of the real product for startups, a guarantee you can picture for local businesses.
- Every type shares one spine: the customer's situation first, the process in steps, proof that is specific, and one next step.
- A strong company explainer doesn't need a famous brand or a campaign budget; every example on this page explains an ordinary business or product in about a minute or less.
Lists of the best company explainer videos usually rank famous launch films against each other, as if a law firm, a software startup and a wasp removal service needed the same video. They don't. The best explainer for your company depends on what kind of company it is. This guide organizes real examples by company type, B2B service firm, SaaS product, startup, small local business and corporate introduction, with the criteria the best films of each type meet and one complete worked example per type.
Two related pages do a different job. If you want to study films by craft element, openings, step sequences, proof and endings, our gallery of explainer video examples goes film by film through eleven productions. If you're choosing a producer rather than collecting references, the comparison of the best explainer video companies covers agencies, studios, freelancers and fixed-price services. This page sits between the two: what "best" actually looks like for your kind of company, so you can judge any film, ours or anyone else's, before you brief a producer.
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What "best" means, by company type
Every strong company explainer shares one spine: it opens with the customer's situation, shows the process in steps, offers proof that is specific and ends on one next step. What changes by company type is where the film has to work hardest.
Swipe sideways if needed to read the full table.
| Company type | Where the best films win | Worked example below | Style that tends to fit |
|---|---|---|---|
| B2B service firm | Making invisible advice visible with one metaphor | Squires Insurance Solutions | Geometric figures, whiteboard |
| SaaS product | One user's workday instead of a feature list | Analogue | Flat scenes, product tour |
| Startup | A walkthrough of the real product, not a vision speech | Lowcountry Home Loans | Product tour |
| Small local business | The nervous customer's question, answered | The Bee Guy | Paper |
| Corporate introduction | A moment instead of a mission statement | GoldLeaf Homecare Network | Paper, storybook |
The sections below take each type in turn: the criteria the best films meet, one complete example, and what to copy for your own.
The best B2B explainer videos: service firms
A B2B service, insurance, law, consulting, finance, has nothing to photograph. The best B2B explainer videos solve that honestly instead of hiding it behind stock scenes of handshakes. The criteria:
- One metaphor, carried all the way. The strongest films pick a single image for the client's problem and keep it to the end, rather than introducing a new visual idea per scene.
- The working relationship as steps. Prospects don't fear the service; they fear not knowing how the engagement goes. Two or three numbered steps remove that fear.
- Proof that shows how the firm thinks. Not awards or years in business, but a beat that demonstrates judgment: what the firm checks, what it tells clients candidly, who stays responsible afterwards.
Our video for Squires Insurance Solutions pictures shopping for insurance as being lost at sea, and the independent agency, not tied to one company, marks the way to shore in three steps: contact, a quote review call and easy onboarding, with a licensed agent and a personal service rep afterwards. One metaphor, a visible process, and proof in the form of named, ongoing responsibility. That discipline is what to copy, whatever your service sells. The guide to B2B explainer videos covers how to brief a film like this for a buying committee, and the insurance agency page shows the video in its home industry.
The best SaaS explainer videos
Software teams tend to brief feature tours. The best SaaS explainer videos refuse: they follow one user through one workday, let the "before" chaos be recognizable, show the software stepping in, and end on the outcome the buyer actually wants. The criteria:
- One user, named and specific. A person the target buyer recognizes beats an abstract "teams everywhere".
- The before-state does the selling. If viewers see their own chaos on screen, the product needs far fewer adjectives.
- The outcome is shown, not claimed. Happy customers and their reactions carry more than "boost productivity".
- Short is allowed. A focused SaaS story can be complete in under 30 seconds.
The 29-second video we made for Analogue is the worked example: travel agent Marco is drowning in calls, emails and paperwork; Analogue answers his clients' requests and rebooks a cancelled flight; then happy clients, five-star reviews and the Analogue end card. One user, one bad day, one visible rescue, one proven outcome, in less than half a minute. Analogue's founder and CEO put it this way: "Capri captured the chaos of a travel advisor's day so well that every agent we show it to nods along. It explains Analogue better than our own pitch."
For the thinking behind films like this, one task told well instead of ten features listed, read our article on SaaS explainer videos and the guide to SaaS video production. And if your software serves a niche audience, the film should live where that audience looks; Analogue's world, for instance, is the daily reality shown on our travel agency page.
The best startup explainer videos
Startups face a double explanation: often the category is as new as the product. The best startup explainer videos resist the temptation to solve that with vision language. The criteria:
- Explain the category through a concrete situation, not through a market slide.
- Walk through the real product. The strongest startup films show the actual interface or website the viewer will land on next, so the film and the next step are the same place.
- Let different buyer types find themselves. Two or three named situations widen the film without splitting it into separate videos.
- No founder's journey. Viewers want to know what the product does for them, not how the idea was born.
Our worked example is not a startup, it's an independent mortgage brokerage, but its video does exactly what the best startup explainers do. The Product Tour video for Lowcountry Home Loans walks through the home buying process on the brokerage's own website: selecting a lender in a conversation with a home loan expert, the loan options for a first-time buyer, a veteran and a self-employed buyer, then pre-qualification and the remaining steps to move-in. The walkthrough happens where the customer will actually end up, and the three buyer types let different viewers find themselves without three separate films. Both moves transfer directly to a product launch. The guide to startup explainer videos covers the launch-specific decisions, budget, timing, where the film lives in the funnel, and the mortgage page shows this video in context.
The best small business explainer videos
A small local business doesn't compete on polish; it competes on being the obvious, trustworthy choice for one job. The best small business explainer videos lean into that. The criteria:
- The nervous customer is the hero. The best films choose the hesitant caller, not a montage of happy ones, because that's who the film needs to convince.
- Owner-level concreteness. What gets inspected, what one visit includes, what happens if the problem comes back.
- A guarantee you can picture. A promise with a season, a date or a number in it beats "satisfaction guaranteed".
Our video for The Bee Guy shows a paper nest under the eave, an inspection of the whole property, one application, and a free return visit if a new nest shows up before the first hard frost. That last line is the one viewers remember: a guarantee with a season in it. The handmade paper look fits a local, personal service, and the whole film stays at the level of one homeowner's actual problem. Our article on small business explainer videos turns this approach into a brief you can write in an afternoon, and the pest control page shows the video among its industry neighbors.
The best corporate explainer videos: company introductions
A corporate introduction, the "who we are" film, is where most budgets go to die in mission statements. The best corporate explainer videos do the opposite of what the genre suggests. The criteria:
- A moment instead of a mission. One scene a viewer recognizes from their own life earns more trust than any values slide.
- Feeling first, facts second. Credentials land only after the viewer has a reason to care about them.
- The company enters as the answer, never as the opening shot.
- One next step, even for a brand film: a consultation, a call, a page.
Our video for GoldLeaf Homecare Network opens with a mother putting on her coat every afternoon for a job she retired from years ago, and a caregiver who meets her with empathy instead of correcting her. Only after that moment does the film introduce the company and its facts: background checks, monthly training, matching by personality, one dedicated Care Manager, hourly, overnight or live-in care, locally owned, and a free consultation as the single next step. It's a complete corporate introduction with not one sentence of mission language. Our article on animated company videos covers this format in depth, and the home care page shows the video where its customers look. One practical note: a good introduction film earns its budget twice, because the same honest portrait works for recruiting and for new employees' first day; the guide to onboarding videos covers that second life.
How to use these examples
Don't collect favorites; borrow the criteria. Find your company type above, turn its bullet list into your brief, and judge every draft, from any producer, against it. Two questions filter out most weak films early: does the film open with the customer's situation or with the company, and is the proof specific enough that a competitor couldn't paste in their logo and keep the script? Then choose the look that fits your subject rather than the one that's fashionable; you can compare all of our looks in the style gallery.
What a company explainer video costs
Every video on this page was produced by us with the same standard process, which is also how you get your own. You paste your website link and our production, checked by our team, builds the story: script, animation in the style that fits your company type, voiceover and music. The first watermarked draft arrives within 24 hours and you have three revision rounds, no credit card needed. To keep the video, you subscribe from $99 a month plus sales tax, cancel monthly. If you decide against it, you pay nothing.
On the open market, the same film typically costs roughly $1,000 to $5,000 per finished minute from freelancers and $5,000 to $15,000 from studios; our article on explainer video prices breaks down what moves a quote, and the guide to comparing costs helps you put offers side by side. Or skip the comparison and judge the only example that matters for your company: your own. Try it for free.
Frequently asked questions
What are the best company explainer videos?
The ones that fit the company's type. The best B2B explainer videos make an invisible service visible with one metaphor and a clear process; the best SaaS explainer videos follow one user's workday instead of listing features; the best startup explainer videos walk through the real product; the best small business explainer videos answer the nervous customer's actual question; and the best corporate explainer videos open with a moment instead of a mission statement.
What makes a good B2B explainer video?
A good B2B explainer gives an invisible service a shape: one metaphor introduced early and carried to the end, the working relationship shown as two or three concrete steps, and proof that demonstrates how the firm thinks rather than listing awards. It speaks to the buying situation, not to a general audience.
How long should a company explainer video be?
Most company explainer videos work best at about one to one and a half minutes, long enough for the situation, the steps and one next step. Software can go much shorter: a focused SaaS film can tell a complete story in under 30 seconds.
How much does a good company explainer video cost?
On the open market, freelancers typically charge roughly $1,000 to $5,000 per finished minute and studios $5,000 to $15,000. With Capri Video, you share your website link, receive a free watermarked draft within 24 hours and have three revision rounds; to keep the video, you subscribe from $99 a month plus sales tax, enough for one company explainer up to two minutes per month.
Are the example videos on this page real companies?
Yes. Each embedded video explains a real business or product and its actual offer, from an independent insurance agency to a wasp removal service, and one is a customer video commissioned by the company it explains. The steps, guarantees and services described are each company's own.