Explainer videos have become an essential tool for businesses looking to communicate their message clearly and effectively. These short, engaging videos help simplify complex ideas and turn them into compelling narratives that capture the attention of potential customers. Whether you’re showcasing a product, explaining a service, or outlining a process, creating a successful explainer video requires careful planning and execution. In this blog, we’ll share tips and best practices to help you produce high-quality explainer videos that resonate with your audience and deliver results.
1. Start with a Clear Purpose
Before jumping into production, the first step is to define the purpose of your explainer video. Ask yourself:
- What problem is your product or service solving?
- Who is your target audience?
- What action do you want viewers to take after watching the video?
Having a clear objective will help you structure the content in a way that keeps the video focused and concise. A strong explainer video communicates one central idea or message. Whether it’s explaining a product feature or simplifying a complex service, clarity should be your top priority.
Example:
If you’re promoting a SaaS product, the purpose of your explainer video might be to demonstrate how the software improves productivity. Focus on that specific benefit rather than trying to explain every feature.
2. Keep It Short and Simple
The beauty of explainer videos lies in their ability to take complex ideas and make them easy to understand. The key is simplicity. Ideally, an explainer video should last between 60 to 90 seconds. This timeframe is optimal for holding your audience’s attention without overwhelming them.
Each second counts, so avoid unnecessary details and cut to the chase. Instead of diving deep into technical aspects, focus on high-level overviews that show how your product or service benefits the user.
Example:
If your video runs longer than 90 seconds, revisit the script and see what information can be trimmed without losing its impact. Aim to tell a clear, engaging story in the least amount of time possible.
3. Focus on the Problem and the Solution
The most successful explainer videos quickly address a problem your audience faces, then immediately offer your product or service as the solution. When crafting your script, think about the pain points your customers have and how you can alleviate them.
Use relatable scenarios to show that you understand their challenges, and then introduce your product as the ideal way to solve those challenges.
Structure:
- Introduction: Briefly introduce the problem your audience faces.
- Solution: Present your product or service as the solution.
- Benefits: Highlight the main benefits and features that make your solution the best option.
- Call to Action: Close the video with a clear call to action (e.g., visit your website, sign up for a free trial, or contact your sales team).
4. Use a Strong Script and Visual Storytelling
An effective explainer video begins with a well-written script. The script is the foundation upon which the entire video is built, so it should be crafted carefully. A strong script is conversational, straightforward, and aligns with your brand’s tone.
Visual storytelling is just as important. Use animation, motion graphics, or live-action video to support your script and simplify complex ideas. The visuals should enhance the message, not distract from it. Graphics that represent key points in the narration help keep viewers engaged and improve retention.
Pro Tip:
Avoid jargon or industry-specific language unless absolutely necessary. The goal is to keep the language simple and accessible to all viewers, regardless of their level of expertise.
5. Highlight Benefits Over Features
While it’s important to showcase your product’s features, focusing too much on technical details can overwhelm viewers. Instead, highlight the benefits your product or service provides. What problems will it solve for your customers? How will it make their lives easier or more productive?
The best explainer videos demonstrate value through benefits, leaving the viewer with a clear understanding of how your product improves their situation.
Example:
If you’re selling a project management tool, instead of listing every feature, focus on how it helps teams stay organized, meet deadlines, and collaborate more efficiently.
6. Optimize for Multiple Platforms
Your explainer video will likely be shared across multiple platforms—from your website to social media channels like YouTube, Facebook, and LinkedIn. Each platform may have different technical requirements or best practices for video sharing.
Ensure your video is optimized for various platforms by:
- Creating square or vertical formats for mobile-friendly platforms like Instagram or TikTok.
- Using captions for platforms where videos may auto-play without sound, such as Facebook or LinkedIn.
- Ensuring a strong thumbnail to entice viewers to click and watch on YouTube or other video-hosting platforms.
7. Include a Strong Call to Action (CTA)
After delivering a clear message and demonstrating the value of your product, your explainer video needs to end with a strong call to action. The CTA is what encourages viewers to take the next step, whether that’s signing up for a demo, visiting your website, or contacting your sales team.
Your call to action should be direct and easy to understand. Use actionable language that encourages immediate engagement, such as “Get started today,” or “Contact us for a free consultation.”
Example CTA:
“Want to see how [Your Product] can transform your workflow? Visit our website to schedule a free demo and start improving your productivity today!”
8. Partner with a Professional Video Editing Team
While it may be tempting to create an explainer video in-house, working with a professional video production company can ensure that your video is polished and high-quality. Experts in video production and animation understand the nuances of creating engaging, visually appealing videos that capture the viewer’s attention.
Looking to create a high-impact explainer video that drives results? At Gusai Media, we specialize in crafting professional, engaging videos that simplify complex ideas and connect with your audience. Whether you’re a SaaS company, a startup, or an established brand, we can help you bring your vision to life. Contact us today to discuss your next project and see how we can make your message clear, concise, and compelling!