What Makes a Good Explainer Video: A Complete Guide

Creating an effective explainer video is an art that combines clear messaging, engaging visuals, and strategic marketing. As an explainer video production agency, Wenimate is dedicated to crafting compelling content that drives results. In this guide, we’ll explore the essential elements of a successful explainer video, using relevant marketing and SEO keywords to ensure your content reaches its full potential. 

1. Clear, Concise Messaging 

A successful explainer video starts with clear and concise messaging. The goal is to communicate your core message quickly and effectively. Avoid jargon and keep the language simple to ensure your audience easily understands your message. 

Clear messaging begins with a well-crafted script. Every word should serve a purpose and contribute to the overall message. Start by identifying the main point you want to communicate. What is the primary message you want your audience to take away? Once you have this, structure your content logically. Typically, an explainer video follows a structure of problem, solution, and call to action. 

Visual aids such as animations, icons, and text overlays can reinforce the spoken words, making the message even clearer. For example, if you’re explaining how a product works, use simple animations to show the process step-by-step. This visual representation can help viewers understand complex concepts more easily. 

It’s also essential to consider the pacing of your video. Speaking too quickly or too slowly can hinder comprehension. Aim for a natural, conversational pace that allows viewers to absorb the information without feeling rushed or bored. 

Finally, remember that the attention span of viewers is limited. Keep your explainer video concise, ideally between 60 to 90 seconds. This brevity ensures that your audience stays engaged and retains the key points of your message. 

2. Identify Your Target Audience 

Identifying your target audience is crucial for creating an effective explainer video. Understanding who your audience is allows you to tailor your message to resonate with them. 

Start by defining your target demographic, including factors like age, gender, location, and occupation. This demographic information provides a basic understanding of who you’re speaking to. For example, a product targeting young professionals may use a different tone and style than one aimed at retirees. 

Beyond demographics, delve into psychographics, which encompasses interests, values, attitudes, and pain points. This deeper understanding helps in crafting a message that speaks directly to the audience’s needs and motivations. For instance, an explainer video for a fitness app might focus on health-conscious individuals who are looking for convenient ways to stay fit. In contrast, a video for a financial service might target young professionals seeking investment advice. 

Creating audience personas can be incredibly helpful in this process. These personas are detailed profiles that represent segments of your audience. They include information about their goals, challenges, and how your product or service can address their needs. 

Once you have a clear picture of your audience, you can tailor the video content to address their specific concerns and interests. This might include using language and visuals that resonate with them, highlighting benefits that matter most to them, and addressing common objections they might have. By speaking directly to your target audience, your explainer video becomes more relevant, engaging, and effective. 

3. Address a Common Problem 

One of the key elements of a successful explainer video is addressing a common problem faced by your target audience. Identifying and articulating this problem is crucial, as it sets the stage for presenting your product or service as the ideal solution. 

Start by thoroughly understanding the challenges and pain points of your audience. Conducting market research, surveys, and customer interviews can provide valuable insights into the problems they face. Once you have a clear understanding, you can craft a narrative that highlights these issues. 

The goal is to make your audience feel understood and acknowledged. When viewers see their problems reflected in your video, they are more likely to pay attention and engage with the content. For example, if you’re creating an explainer video for a project management tool, you might highlight common issues like missed deadlines, poor team communication, or difficulty tracking progress. By clearly depicting these problems, you create a sense of urgency and relevance. 

It’s important to strike a balance between emphasizing the problem and keeping the tone positive. The aim is not to dwell on negativity but to set up your solution as the answer to these challenges. This approach helps build anticipation for the solution you’re about to present and increases the likelihood that viewers will stay engaged throughout the video. 

4. Capture the Viewer’s Attention 

Capturing and maintaining the viewer’s attention is essential for the success of an explainer video. In an age of information overload, viewers have short attention spans and are quick to click away if a video doesn’t immediately grab their interest. 

To capture attention from the start, begin with a strong hook. This could be a surprising statistic, a provocative question, or a visually engaging animation. The first few seconds of your video are critical, as they determine whether viewers will continue watching. 

Once you have their attention, it’s important to maintain it. Keep the content dynamic and engaging by using a combination of visual and auditory elements. motiongraphics and text overlays can help illustrate points and make the video more visually appealing. Additionally, a well-paced narrative with a clear structure keeps viewers engaged. 

Varying the tone and pace of the video can also prevent it from becoming monotonous. Another effective strategy is to create an emotional connection with the audience. Storytelling is a powerful tool in this regard. By weaving a relatable story into your explainer video, you can evoke emotions and make the content more memorable. Humour, when used appropriately, can also enhance engagement. 

Remember, the goal is to keep viewers interested and attentive from start to finish, so they fully absorb the message and take the desired action. 

5. Offer a Solution 

Once you’ve highlighted a problem, the next step in an explainer video is to offer a solution. This is where you introduce your product or service and explain how it addresses the issues highlighted earlier. 

The solution should be presented in a clear, concise, and compelling manner. It’s important to focus on the benefits and value that your product or service provides. Explain how it solves the problem in a way that is easy to understand. Using visual aids like diagrams, animations, and demonstrations can help illustrate how the solution works. These visuals should complement the narration and provide a clear picture of the solution in action. 

Highlighting key features and functionalities can also enhance understanding. Make sure to emphasize the unique aspects of your solution that set it apart from competitors. This differentiation is crucial for convincing viewers that your product or service is the best choice. 

Testimonials, case studies, and user reviews can add credibility and reinforce the effectiveness of your solution. They provide social proof and build trust with the audience. 

Ultimately, the goal is to make the viewer feel confident that your solution is the answer to their problem. By presenting a clear, compelling, and credible solution, you increase the likelihood of converting viewers into customers. 

6. Focus on One Benefit 

Focusing on one key benefit is essential for creating a clear and impactful message in your explainer video. While your product or service may offer multiple benefits, highlighting one primary advantage can make your video more memorable and persuasive. 

Start by identifying the most significant benefit that resonates with your target audience. This could be a unique feature, a significant cost-saving, or a major pain point that your product or service addresses. Focusing on this key benefit allows you to craft a clear and compelling narrative. 

When viewers are presented with a single, powerful benefit, they are more likely to remember it and associate it with your brand. To effectively communicate this benefit, use visual and verbal elements that reinforce the message. For example, if the key benefit is time-saving, you could use animations that depict the ease and speed of using your product. Testimonials and case studies that highlight this specific benefit can also add credibility. 

Keeping the message focused prevents the video from becoming cluttered and ensures that viewers grasp the main point quickly. It also helps maintain their attention and interest throughout the video. 

By zeroing in on one key benefit, you create a strong, clear, and persuasive message that resonates with your audience and drives action. 

7. Emphasize Your Unique Selling Proposition 

Emphasizing your unique selling proposition (USP) is crucial in making your explainer video stand out. Your USP is what sets your product or service apart from competitors and makes it the preferred choice for your target audience. 

Start by clearly identifying your USP. This could be a unique feature, exceptional quality, innovative technology, or outstanding customer service. Whatever it is, make sure it is something that provides significant value to your audience. 

In your explainer video, highlight this USP prominently. Use visual and verbal elements to showcase what makes your product or service unique. For example, if your USP is a cutting-edge technology, include animations or demonstrations that illustrate its advantages. Make sure to explain how this unique aspect benefits the user. 

It’s important to convey not just what makes your product different, but why that difference matters to the audience. Testimonials, user reviews, and case studies that focus on your USP can add credibility and reinforce the message. 

By emphasizing your USP, you create a compelling reason for viewers to choose your product or service over others. This differentiation is key to making your explainer video effective and memorable. 

Ultimately, your USP should be a central element of your video, driving home the message that your product or service is the best choice. 

8. Represent Your Brand with Quality Content 

High-quality content is essential for representing your brand positively in an explainer video. The production quality of your video reflects the professionalism and credibility of your brand. 

Investing in professional scriptwriting, animation, and voiceover can significantly enhance the quality of your video. A well-written script is the foundation of a great explainer video. It should be clear, concise, and engaging, effectively communicating your message.