What Makes a Good Explainer Video? Here’s Everything You Need to Know.

Sep 6

A good explainer video effectively conveys information or promotes a product, service, or concept in a concise, engaging, and easy-to-understand way. Here’s everything you need to know to create one:

1. Clear and Focused Message

Identify the Core Message: Keep the video centered on one main idea. Avoid overwhelming the viewer with too much information. What is the single most important point you want to convey?
Solve a Problem: Address a specific problem the audience is facing, and present a clear solution through your product, service, or concept.
Use a Script: Write a script that’s clear, conversational, and concise. Aim to communicate key points in a short timeframe (60-90 seconds is ideal).

2. Target Audience Understanding

Know Your Audience: Tailor the content, tone, and style to the needs, preferences, and pain points of your target audience.
Speak Their Language: Use terminology your audience is familiar with, and make the content relatable.

3. Engaging Visuals

Simple but Attractive Design: Use visuals that are easy to follow and visually appealing. Overly complex graphics can detract from the message.
Consistent Style: Maintain a consistent style throughout (whether it's animation, motion graphics, or live-action) to give the video a professional look.
Use Color and Animation: Eye-catching colors and smooth animations can help maintain interest and clarify complex ideas. Ensure the style reflects your brand.

4. Strong Opening

Grab Attention Early: The first few seconds are crucial. Start with a hook that immediately addresses your audience’s pain point or asks an engaging question.
Problem-Statement: Follow up with a concise problem statement to create urgency and relevance for the viewer.

5. Storytelling

Narrative Structure: Use a clear structure (beginning, middle, end) to create flow. Start with a problem, introduce a solution (your product or service), and end with a clear call-to-action (CTA).
Relatable Scenarios: If possible, tell a story that viewers can relate to. This can make your solution feel more personalized and human.

6. Audio Quality

Voiceover: A professional, clear, and friendly voiceover adds a human touch and helps reinforce the message. Ensure the tone matches the message—whether upbeat, professional, or casual.
Background Music and Sound Effects: Use music and effects that complement the visuals and enhance the emotional appeal without overpowering the voiceover.

7. Pacing

Keep It Concise: People have short attention spans, so the pacing should be tight. Each second counts—avoid filler.
Smooth Transitions: Move smoothly between points without overwhelming the viewer or leaving them confused. Transitions should help connect the dots between different ideas or steps.

8. Call to Action (CTA)

Clear CTA: End the video with a clear, direct CTA, encouraging viewers to take the next step (e.g., sign up, visit the website, download an app, etc.).
Simple and Direct: Don’t overwhelm the viewer with too many options at the end. Make the CTA straightforward and easy to follow.

9. Appropriate Length

60-90 Seconds: The sweet spot for most explainer videos is between 60-90 seconds. If the content is more complex, extend the length but avoid making it longer than necessary.

10. Branding

Consistent Branding: Ensure your video reflects your brand’s voice, style, and values. Use branded colors, fonts, and logos strategically without being overly promotional.

11. Testing and Feedback

Audience Testing: Before releasing the video, test it on a sample of your target audience. Their feedback can reveal areas for improvement or points of confusion.
Optimize for Platforms: Adapt the video for different platforms, such as YouTube, social media, or your website. This could mean adjusting length or format for the specific platform.

Bonus Tips:

Emotionally Connect: Evoke an emotional response (humor, empathy, excitement) to make the video more memorable.
SEO Optimization: If the video is hosted online (YouTube, websites), use keywords, tags, and a descriptive title to ensure better discoverability.