Explainer Video: Create Engaging Content Guide

The Power of Explainer Videos

Explainer videos distill complex ideas into digestible content that engages and converts. Landing pages with explainer videos see up to 80% higher conversion rates. These short, focused videos communicate your value proposition faster than text ever could.

This guide covers how to create explainer videos that capture attention, communicate clearly, and drive action.

Explainer Video Fundamentals

What Makes Explainers Effective

Clarity: Complex ideas become simple through visual storytelling.

Speed: Viewers understand in 60-90 seconds what might take pages of text.

Engagement: Motion and voice capture attention better than static content.

Memory: Visuals combined with audio improve retention significantly.

Types of Explainer Videos

Animated explainers: Motion graphics or character animation explain concepts visually.

Live action: Real people and settings create authenticity and trust.

Screen recordings: Demonstrate software and digital products directly.

Whiteboard style: Hand-drawn visuals create engaging, educational feel.

Mixed media: Combine formats for variety and impact.

Planning Your Explainer Video

Define Your Goal

Before scripting, clarify what you want viewers to do after watching:

• Sign up for a trial
• Contact sales
• Understand a concept
• Make a purchase
• Share with others

Know Your Audience

Questions to answer:

• What problem do they have?
• What do they already know?
• What objections might they have?
• What motivates them?

Determine Optimal Length

General guidelines:

• Website homepage: 60-90 seconds
• Product feature: 30-60 seconds
• Complex concept: Up to 2 minutes
• Social media: 15-30 seconds

Shorter is almost always better. Every second should earn its place.

Writing Your Script

The Classic Structure

Hook (5-10 seconds):

Grab attention immediately. State the problem or ask a compelling question.

Problem (10-15 seconds):

Describe the pain point. Make viewers nod in recognition.

Solution (15-20 seconds):

Introduce your solution. Show how it addresses the problem.

How it works (20-30 seconds):

Explain the key features or process. Keep it simple.

Benefits (10-15 seconds):

Focus on outcomes, not features. What improves for them?

Call to action (5-10 seconds):

Clear, single action. Tell them exactly what to do next.

Script Writing Tips

Write for the ear: Short sentences. Simple words. Conversational tone.

Show, don't tell: Use visuals to demonstrate rather than words to describe.

Focus on benefits: "Save 5 hours weekly" beats "Automated processing system."

Use "you" language: Make it about the viewer, not about your company.

Script Template Example

HOOK: "Tired of spending hours on tasks that should take minutes?"

PROBLEM: "Most teams waste 10+ hours weekly on repetitive work
that technology should handle."

SOLUTION: "[Product] automates your workflow so you can focus
on what actually matters."

HOW IT WORKS: "Simply connect your tools, set your rules, and
let [Product] handle the rest. No coding required."

BENEFITS: "Teams using [Product] report 40% productivity
increases in their first month."

CTA: "Start your free trial today. No credit card required."

Visual Design Principles

Brand Consistency

• Use your brand colors
• Include your logo appropriately
• Match your website's visual language
• Consistent typography

Visual Hierarchy

• Guide the eye naturally
• Emphasize key points
• Don't overcrowd frames
• Use contrast effectively

Motion Principles

• Smooth, purposeful animation
• Movement that supports the message
• Consistent timing and pacing
• Transitions that don't distract

Recording and Production

For Screen-Based Explainers

When demonstrating software or digital products:

Preparation:

• Clean up your screen
• Use sample data that looks realistic
• Plan your click path
• Enable cursor highlighting

Recording:

Tools like VibrantSnap create polished screen recordings automatically, with professional enhancement that makes product demos look impressive without extensive post-production.

For Live Action

Consider:

• Location and setting
• Lighting quality
• Audio environment
• Presenter preparation

Equipment basics:

• Clean camera (even smartphone works)
• External microphone
• Adequate lighting
• Stable mounting

For Animation

DIY options:

• Canva for simple motion graphics
• Vyond for character animation
• Animaker for whiteboard style
• After Effects for professional animation

When to hire:

Custom animation is time-intensive. Consider hiring for important videos where quality matters significantly.

Voiceover Best Practices

Recording Quality

• Use a good microphone
• Record in a quiet space
• Maintain consistent distance from mic
• Monitor for background noise

Delivery Style

• Conversational, not formal
• Appropriate energy level
• Clear enunciation
• Natural pacing with pauses

Professional Options

For important explainers, consider:

• Professional voice actors (Voices.com, Fiverr)
• AI voice generation (ElevenLabs, Google TTS)
• Team members with good voice presence

Optimization for Different Platforms

Website Embedding

• Auto-play with muted audio (user must unmute)
• Prominent play button
• Fallback thumbnail
• Fast loading

Social Media

Platform adjustments:

• Square or vertical for mobile feeds
• Captions for silent viewing
• Hook in first 3 seconds
• Native upload preferred

Email and Ads

• Thumbnail that drives clicks
• Short versions for ads
• Tracking parameters for measurement

Measuring Explainer Success

Key Metrics

Engagement:

• View count
• Watch time / completion rate
• Replay rate
• Drop-off points

Conversion:

• Click-through rate
• Conversion rate changes
• A/B test results
• Revenue attribution

Optimization Based on Data

If viewers drop off early:

• Strengthen the hook
• Get to the value faster
• Reduce video length

If completion is good but conversion low:

• Clarify the CTA
• Strengthen the benefit statement
• Address objections
• Test different offers

Common Mistakes to Avoid

Mistake 1: Too Long

Every extra second risks losing viewers. Cut ruthlessly.

Mistake 2: Feature-Focused

Benefits matter more than features. What improves for the viewer?

Mistake 3: Unclear Call to Action

One clear action. Make it obvious. Reduce friction.

Mistake 4: Poor Audio

Viewers tolerate imperfect video but abandon poor audio immediately.

Mistake 5: Trying to Say Everything

Focus on one main message. Save details for other content.

Tools for Creating Explainer Videos

Conclusion

Effective explainer videos combine clear messaging with engaging visuals. Focus on one key message, respect viewer time, and always include a clear call to action.

Start with your script. Get the words right before investing in production. A well-written explainer with simple visuals outperforms a beautifully produced video with weak messaging.

Creating product explainers? VibrantSnap helps produce polished screen recordings that showcase your software professionally. Start with great recordings, and your explainers will impress.

Your message is worth sharing clearly. Make every second count.