How to make an explainer video

Creating an explainer video is one of the most effective ways to communicate a message clearly, engage an audience, and drive conversions. Whether you're introducing a new product, simplifying a complex topic, or increasing brand awareness, a well-crafted explainer video can be a game-changer.

But how do you make an explainer video that actually works? It’s not just about putting visuals together—it requires strategic planning, compelling storytelling, and a structured process to ensure maximum impact.

Defining Your Goal and Audience

Before diving into the production process, you need to be clear on what you want to achieve. Every explainer video serves a purpose—are you trying to generate leads, educate your audience, or increase conversions?

Once the goal is defined, the next step is to identify your target audience. The more you understand their needs, pain points, and interests, the more effective your explainer video will be in capturing their attention and driving action.

Crafting a Compelling Script

A strong script is the backbone of any successful explainer video. It should be concise, engaging, and structured in a way that keeps viewers hooked from start to finish. A simple yet effective format includes:

• The Problem – Highlight a pain point your audience faces.
• The Solution – Introduce your product or service as the ideal fix.
• How It Works – Briefly explain the key features and benefits.
• Call to Action – Guide viewers on the next step, whether it's signing up, making a purchase, or learning more.

The best explainer video scripts are clear and conversational, avoiding jargon or unnecessary details that might overwhelm the audience.

Choosing the Right Visual Style

The way an explainer video looks plays a huge role in how well it connects with viewers. The visuals should align with your brand identity and complement the message without overpowering it.

Some key elements to focus on include:

• Colour Palette – Stick to brand colours for consistency.
• Typography – Use clean, readable fonts that enhance clarity.
• Visual Flow – Keep transitions smooth to maintain engagement.

By choosing a style that fits your brand, your explainer video will feel more authentic and leave a lasting impression.

Structuring for Maximum Engagement

A successful explainer video follows a structured flow that keeps viewers engaged. It’s important to balance the pacing—too fast, and the message is lost; too slow, and the audience loses interest.

Start strong with an attention-grabbing hook, keep the middle section informative yet engaging, and end with a clear, persuasive call to action. The smoother the flow, the higher the chances of keeping your audience invested until the very end.

Keeping It Concise and Focused

Explainer videos should be long enough to communicate the message but short enough to maintain engagement. Ideally, the length should be between 60 to 90 seconds to keep viewers focused without losing interest.

If your topic is more complex, consider breaking the video into multiple parts or condensing the information to highlight only the most important aspects.

Optimising for Different Platforms

An explainer video should be versatile enough to perform well across multiple marketing channels. Depending on where it will be used, you may need different formats or lengths.

• Website – A full-length explainer video can boost engagement on landing pages.
• Social Media – Shorter, eye-catching clips work best for platforms like Instagram and LinkedIn.
• Email Marketing – A well-placed video thumbnail can increase click-through rates.

Tailoring your video for each platform ensures maximum reach and effectiveness.

Ensuring Clear and Engaging Audio

A great explainer video isn’t just about visuals—the audio is just as important. Poor sound quality can make even the most well-crafted video feel unprofessional.

To ensure your video is clear and engaging, focus on:

• Professional Voiceovers – A well-delivered narration adds credibility and impact.
• Background Music – Light, non-distracting music enhances engagement.
• Sound Effects – Subtle sound effects can reinforce key points.

Balanced audio keeps viewers engaged and makes the overall video more enjoyable to watch.

Making Your Message Unforgettable

Beyond visuals and structure, what really makes an explainer video stand out is how memorable it is. People are exposed to countless marketing messages daily, so your video needs to stick in their minds.

One way to achieve this is through repetition of key points. Reinforce your main message at different moments in the video to make it easier for viewers to recall. Another technique is to incorporate unexpected elements—a surprising statistic, a thought-provoking question, or even an unusual visual style that catches viewers off guard in a good way.

Videos that leave an impression don’t just educate; they entertain, delight, and create an emotional connection that lingers long after the video ends.

Creating a Video That Converts, Not Just Entertains

While engagement is crucial, the ultimate goal of an explainer video is to drive action. If a video is entertaining but doesn’t lead to any tangible results, it’s not doing its job.

To ensure conversions, it’s important to guide the viewer toward the next step. Make the benefits of your product or service crystal clear. Show them exactly how it solves their problem. And finally, give them an easy and compelling reason to take action immediately.

This means avoiding vague phrases like "Learn more" and instead using strong, actionable language such as "Get started today with a free trial" or "See how this solution can transform your workflow". The more direct and persuasive your call to action, the better your video will perform.

Why a Professional Approach Matters

While it's tempting to create a video on your own, a professionally produced explainer video ensures high-quality storytelling, design, and overall effectiveness. A team with experience in explainer video production can craft a video that not only looks great but also delivers real business results.

Create an Explainer Video That Delivers Real Impact

An engaging explainer video can transform how your brand communicates and connects with its audience. If you're ready to create a video that stands out and drives results, we’re here to help.

Let’s bring your vision to life with a compelling explainer video that captures attention and delivers value. Start your project today and make an impact.