If you have a new product or service launching soon, you might want to prepare an explainer video for it. These 60-90 second clips are an excellent way to engage with potential customers and have them be familiar with your business. Even though these videos last less than two minutes, it can be tricky to get them right. It is essential to have your explainer video be perfect because it will likely be someone’s first impression of your business or product.

Here are the main things to keep in mind when producing an explainer video:

Choose your words wisely

One of the most critical factors of any video is the script. It is the foundation everything else rests on. It should be snappy, concise, and informative. An effective way to ensure your script covers everything is by having an outsider write it. When someone outside of your company writes the script, they will be able to take a fresh look at it. An outsider will also be sure to write it in a manner that anyone could understand. Here are some typical questions a professional video company will ask you:

  • Who is the target audience?
  • What is the elevator pitch?
  • What is the problem you are solving?
  • What are the three main benefits you want to highlight?
  • How does the product or service work?
  • What style do you envision the video to be in?
  • What is the call to action you want to be mentioned?

Short and sweet

“The less you say, the more likely people are to remember,” said writer and creative director Helen Klein Ross.

It is only natural to want to mention every detail about your product or service in your explainer video, but resist the urge. The video is just meant to be a hook that pulls people in and gets them to take the next step. The script should be spoken at around 150 words per minute. Any faster and your audience might miss the message. Another rule of thumb is that the longer the video, the shorter peoples’ attention spans are. So, try to keep sentences concise but impactful.

Effective explainer videos focus on:

  1. The problem (0:00 – 0:20) – Address the issue your customers are experiencing.
  2. The Solution (0:20 – 0:25) – Introduce the service or product.
  3. How it works (0:25 – 0:50) – Concisely explain how it works or how to get started with it.
  4. Call to action (0:50 – 0:60) – Tell your audience what to do next.

Focus on benefits, not features

It may seem to make sense to talk about the benefits of your product or service such as its size, storage space, etc. but, these do not matter much to customers at first glance. Going on about technical specs will only bore your audience, instead, focus on how the product or service will better their lives.

Sounds professional

Besides how your video looks, it only needs to sound good. Make sure the voice is crisp, clear, and easy to understand. Most people will not notice how good the voiceover sounds, but they will notice if it sounds bad.

Visuals come second

Do not think you need to shell out the big bucks for flashy graphics. Visuals should help tell a story but they not need to be the main component of it.

Set the mood with music

A song can evoke all kinds of emotions in people and can set the tone for your video. Do not overlook the power of song when developing your video.

Have a plan

To successfully launch your video:

  • Select a host – There are several video hosting options available. Do some research and see which platform will reach your target audience best.
  • Develop a marketing plan – Use your newsletter, blog, email signature, social media channels, and events to share your video.
  • Integrate on your website – Most explainer videos end up front and centre on the company homepage. Where you place your video will depend on its content and your website layout. Wherever it ends up, ensure it seamlessly fits with your brand and content.


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