Mastering the Art of the Explainer Video: Creating a Lasting First Impression

Lemony Snicket once said, “First impressions are often entirely wrong. The first time you try Gorgonzola cheese you may find it too strong, but when you are older you may want to eat nothing but Gorgonzola cheese.”

While this sentiment may be true in the realm of personal taste, it certainly doesn’t apply to the world of business, customer satisfaction, and short attention spans. Customers will not stick around for years to determine whether the metaphorical Gorgonzola cheese you’re selling is to their taste. In an era where digital consumption is immediate, you must captivate your audience within seconds—or risk losing them entirely.

Last week, we discussed how to conclude a video successfully. This week, we focus on the beginning—the first impression that can make or break your explainer video. When a viewer watches a corporate video production or a video for a website, the first 20 seconds are critical in deciding whether they continue watching or click away. A well-crafted introduction will hook the audience, establish credibility, and encourage engagement.

The Importance of a Strong Opening in an Explainer Video

The opening moments of your explainer video are your opportunity to engage, inform, and retain viewers. A lacklustre introduction can cause your audience to lose interest and move on before they even understand your message. To ensure your video grabs attention immediately, consider these do’s and don’ts.

Do’s and Don’ts of a Powerful Explainer Video Introduction

1. Don’t Be Like Mr Darcy: Grab Attention Early

Jane Austen’s Pride and Prejudice may have made Mr Darcy famous for winning Elizabeth’s heart after a slow-burn romance, but your explainer video doesn’t have the luxury of time. You must capture your viewers at the beginning, not at the end.

2. Don’t Fade In – Get Straight to the Point

Nothing screams outdated quite like a slow fade-in at the beginning of a video. Viewers expect immediate engagement, so avoid lingering introductions. Modern audiences need fast-paced, dynamic content that commands attention immediately.

3. Do Introduce Your Message Clearly

Viewers likely already have an idea of what they’re about to watch, so there’s no need for prolonged introductions. Instead, keep it short, impactful, and to the point. Think back to Year 7 English—who, what, where, and why—and establish these factors as quickly as possible.

4. Don’t Outline the Entire Video Structure

Avoid spelling out that you’ll first talk about X, then Y, followed by Z. This approach is predictable and wastes valuable seconds. Instead, dive straight into the content, keeping it engaging and dynamic.

5. Do Use Humour (If Done Well)

Humour can be a powerful tool in explainer videos—it enhances engagement, increases watch time, and makes your content more shareable. If done well, a touch of comedy can make your brand more relatable. A great example is the Dollar Shave Club explainer video, which used humour to turn an ordinary product into a viral sensation.

6. Don’t Start with a Call to Action

A call to action (CTA) should be reserved for the end of your video when you’ve convinced your audience that your product or service is valuable. Opening with a CTA too soon can come across as aggressive and sales-driven, potentially discouraging viewers.

7. Do Provide Visual Stimulation

Explainer videos work best when they combine audio and visual elements effectively. A static shot of your product won’t hold attention for long, so include:

• Dynamic animations
• B-roll footage
• Engaging graphics

This keeps the video visually interesting while reinforcing key messages.

8. Don’t Overcomplicate Your Language

If your audience isn’t yet familiar with industry jargon, avoid overwhelming them with technical terms. Use simple, relatable language that communicates your message clearly and effectively.

9. Do Keep Your Website’s Essentials Clear

Your explainer video should align with a clear, structured website. Ensure your homepage includes:

• Your company name
• A concise, compelling tagline
• A prominent sign-up or CTA button

This structure keeps users focused on taking action, rather than being lost in cluttered information.

10. Don’t Overload Your Website with Content

Just as you wouldn’t cram an explainer video with unnecessary details, avoid overloading your website with too much content at once. A clean, professional layout increases credibility and ensures visitors can easily find what they’re looking for.

11. Do Start Your Video with a Question

Starting with a question actively engages viewers by prompting them to think. A well-crafted question should resonate with their pain points, and the answer should be your product or service.

A brilliant example of this is Saucony’s “Find Your Strong” video, which effectively uses inspiration and emotional appeal to connect with viewers.

Why Explainer Videos Are Essential for Business Growth

An explainer video is more than just a marketing tool—it’s an educational, engaging, and conversion-driven asset that can increase customer understanding and drive sales.

Key Benefits of Explainer Videos

• Increase Conversions – Studies show that including an explainer video on a landing page can boost conversions by 80%.
• Clarify Complex Concepts – Visual storytelling simplifies complicated ideas, making them more digestible.
• Improve Engagement Rates – Video content holds attention significantly longer than text or images.
• Enhance Brand Trust – A well-crafted explainer video builds credibility and makes your brand more approachable.
• Boost SEO Rankings – Websites with video content rank higher on search engines, improving organic reach.

Final Thoughts: Crafting the Perfect Explainer Video

To create an effective explainer video, you must:

• Grab attention in the first 20 seconds
• Deliver a clear, engaging message
• Avoid overcomplicating the introduction
• Use visuals, humour, and storytelling effectively
• End with a compelling call to action

By mastering these elements, your explainer video will not only engage viewers but convert them into loyal customers.

Now that you know how to make a strong first impression, it’s time to start crafting your explainer video and drive results for your business.