Five Things Your Explainer Video Needs to Make an Impact

An explainer video is a powerful tool for businesses looking to communicate their value proposition effectively. Whether it’s a product demonstration, a service overview, or a brand introduction, a well-crafted explainer video can captivate audiences and drive conversions. However, not all explainer videos achieve the desired impact. Some fall flat due to a lack of engagement, clarity, or structure. To ensure your explainer video stands out, here are five essential elements it must include, along with strategies to enhance their effectiveness.

1. A Clear and Concise Message

One of the biggest mistakes brands make when creating an explainer video is trying to cram in too much information. Viewers have short attention spans, and an overly complex or lengthy message can cause them to lose interest quickly. A well-structured message keeps viewers engaged and delivers a strong, lasting impression.

How to Get It Right:

• Define the key takeaway before production begins. What is the single most important thing you want viewers to remember?
• Keep the script concise—ideally, your video should be 60 to 90 seconds long, though some topics may require longer content.
• Use simple and direct language to avoid confusing jargon.
• Focus on solving a problem rather than listing endless features.
• Reinforce the main message with supporting visuals, graphics, and minimal on-screen text to improve clarity and retention.

Example Video: Dropbox’s Original Explainer Video

Dropbox’s explainer video effectively conveyed its cloud storage concept in just two minutes using simple animation and a straightforward message, making it a classic example of clarity in video marketing.

2. Engaging Visuals and Animation

An explainer video should be visually compelling. The right animation style or live-action elements can enhance the storytelling experience and make the content more engaging. The human brain processes visual content faster than text, making high-quality visuals essential.

How to Get It Right:

• Choose a visual style that aligns with your brand—whether it’s 2D animation, whiteboard animation, motion graphics, or live-action.
• Maintain a consistent colour palette and typography to reinforce brand identity.
• Use dynamic motion and transitions to maintain viewer engagement and improve message flow.
• Avoid cluttered visuals—simplicity helps convey the message effectively.
• Ensure visuals complement the narration rather than compete with it for attention.

Example Video: Dollar Shave Club’s Viral Ad

This video used humorous live-action storytelling with dynamic visuals to engage viewers, making it a memorable example of how strong visuals can enhance an explainer video.

3. A Strong Hook in the First 10 Seconds

The opening of your explainer video is crucial. If you don’t grab the audience’s attention within the first 10 seconds, they are likely to click away. The hook should intrigue viewers and make them want to continue watching.

How to Get It Right:

• Open with a relatable problem or question that resonates with your audience.
• Use engaging motion graphics, bold text, or an attention-grabbing statement to immediately catch the eye.
• Ensure your brand identity is introduced early so viewers know who you are.
• Avoid slow introductions—get straight to the point while setting up the problem and solution effectively.
• Test different hooks to see which ones generate the most engagement and retention.

Example Video: Slack’s Explainer Video

Slack’s video opens with a clear statement about workplace inefficiencies, immediately making it relatable to its target audience, encouraging them to keep watching.

4. A Well-Defined Call to Action (CTA)

Every explainer video should drive viewers toward a specific action. Whether it’s signing up for a trial, subscribing to a service, or visiting a website, the CTA needs to be clear and persuasive. Without a strong CTA, viewers may enjoy the video but fail to take the desired action.

How to Get It Right:

• Use action-oriented phrases like “Sign up now,” “Get started,” or “Learn more.”
• Place the CTA at the end of the video, but also subtly reinforce it throughout.
• Make the CTA visually distinct with a button, bold text, or animation.
• Align the CTA with the video’s purpose—if you want to boost conversions, guide viewers to a sign-up page rather than just a generic website.
• Offer an incentive for immediate action, such as a free trial, bonus content, or exclusive discount.

Example Video: HubSpot’s Explainer Video

HubSpot’s explainer video effectively uses a strong CTA, directing viewers to try its marketing tools with a clear, compelling prompt at the end.

5. A Focus on Benefits, Not Just Features

A common pitfall in explainer videos is focusing too much on product features rather than benefits. While features are important, viewers are more interested in how your product or service solves their problem.

How to Get It Right:

• Use the Problem-Solution-Benefit framework:
  • Problem: Address the pain point your audience is experiencing.
  • Solution: Introduce your product or service as the answer.
  • Benefit: Highlight how it improves the user’s life or business.
• Keep the message customer-centric, showing how their lives will be better after using your product.
• Use real-world scenarios and customer testimonials to make the benefits more tangible.
• Avoid technical jargon unless your target audience understands and expects it.

Example Video: Trello’s Explainer Video

Trello’s video focuses on the benefits of organisation and team collaboration rather than just listing app features, making it highly engaging and effective.

Final Thoughts

A successful explainer video needs to be clear, visually engaging, attention-grabbing, action-driven, and benefit-focused. By incorporating these five essential elements, you can create a video that not only captures your audience’s interest but also drives conversions and strengthens brand identity.

To make an even greater impact, continuously test and refine your videos based on audience feedback and performance analytics. Experiment with different formats, styles, and storytelling techniques to see what resonates best with your target audience. Whether you are a startup looking to introduce a new product or an established company wanting to refine your messaging, an impactful explainer video can be a game-changer for your marketing strategy.