Explainer vs Micro-Explainer vs Campaign Package: What’s Best for You?

If you’ve ever stared at a video proposal thinking,

“Why are there three options and why do they sound like different Pokémon evolutions?”
you’re not alone.

Micro-explainers.
Explainer.
Campaign package.

They’re not interchangeable. They solve very different problems. And choosing the wrong one can mean overspending, under-delivering, or launching a beautiful video that… politely exists on your website with 43 views from internal Slack.

Let’s fix that.

Below is a clean, honest breakdown of each format, when to use it, how much it actually takes, and how teams like yours typically deploy them.

The Micro-Explainers

Best for: Social, onboarding, follow-ups, and “just answer the question” moments

What it is

Short, punchy videos, typically 5–20 seconds, that explain one idea at a time.

Think:

• “Here’s how this works”

• “This answers the one objection we always get”

• “Watch this before you click anything else”

When it works best

• You’re publishing regularly on social or email

• You want video without committing to a full explainer

• Your audience already has context, but needs reminders

Typical use cases

• Paid or organic social

• Landing page sections

• Product tours

• Internal comms or training

Micro-explainers are not “dumbed down explainers.” They’re surgical.

Time & Cost

• Timeline: ~2–3 weeks (sometimes less when batched)

• Investment: Lower per video, especially in packs

This format shows up constantly inside Open Pixel’s service tiers because it’s flexible, fast, and easy to deploy. (You can peek at how they’re structured on the services page.

The Classic Explainer Video

Best for: Clarity, education, and “what exactly do you do?” moments

What it is

A single, focused video (usually 60–120 seconds) designed to explain:

• A product or service

• A complex concept

• A process or system

• A new initiative or program

This is the “homepage hero,” “sales intro,” or “send-this-before-the-meeting” video.

When it works best

• You need clarity fast

• Your offering has complexity or skepticism baked in

• You’re tired of explaining the same thing 47 times a month

Typical scope

• Strategy + scripting

• Storyboards

• Motion design or animation

• Music, VO, sound, revisions

This is not “quick,” but it is efficient. Think: foundational.

Time & Cost

• Timeline: Typically ~3–5 weeks

• Investment: Mid-range (varies by style and complexity)

If you want to see how this fits into real-world pricing tiers, the pricing page lays it out cleanly.

The Campaign Package

Best for: Momentum, reach, and making one idea work everywhere

What it is

One core video, plus a planned ecosystem of cut-downs, variations, and formats built at the same time.

Instead of:

“Let’s make a video… and then figure out social later.”

You get:

“Let’s design this so it works everywhere on purpose.”

What’s usually included

• A primary explainer or hero piece

• Multiple micro-cutdowns

• Platform-specific versions (LinkedIn, web, email, ads)

• Optional captions, motion templates, or CTA variants

When it works best

• A launch, rollout, or campaign with stakes

• Limited time and attention (so… always)

• You need consistent messaging without reinventing assets

Time & Cost

• Timeline: ~6–8 weeks total

• Investment: Higher upfront but lower per asset

This is where teams see the highest ROI, because everything is planned once and reused intentionally.

So… Which One’s Right for You?

Choose an Explainer if:

• Your audience is confused

• Your sales team needs backup

• You’re tired of the same explanation on repeat

Choose Micro-Explainers if:

• You already have a core message

• You need speed and flexibility

• You’re feeding multiple channels

Choose a Campaign Package if:

• You want consistency across touchpoints

• You care about results after launch day

• You’re thinking beyond “one video”

It's also very common for teams to start with an explainer and build into a campaign over time.

The Real Talk (This Is the Important Part)

Most video disappointment isn’t about animation quality.

It’s about:

• Choosing the wrong format

• Underestimating production reality

• Treating video as a one-off instead of a system

A good partner won't upsell you into the fanciest option by default. They'll help you choose less content that works harder.

If you want a transparent view of how these formats map to timelines, pricing, and team bandwidth, the pricing and services pages are a solid next stop.

And if you’re still torn? That usually means you don’t need more video, you need clearer strategy first.

(We can help with that too.)