Let’s face it. Capturing and retaining audience attention is more challenging than ever these days. Explainer videos can be powerful tool to bridge this gap, offering concise and engaging content that simplify complex ideas. These short videos not only enhance understanding but also significantly boost marketing effectiveness. According to a survey, 96% of people have watched an explainer video to learn more about a product or service, and 86% have been convinced to buy something after watching a video.
However, the success of an explainer video hinges on its execution. Mistakes can undermine its effectiveness, leading to uninterested viewers and missed opportunities.
In this article, we delve into 10 common mistakes to avoid when making an explainer video, with tips on how to get it right.
1. Lack of a Clear Message
An explainer video normally should convey a single, focused idea. Attempting to cover too many topics can confuse viewers or cause them to lose interest. Before production, define the primary message you want to communicate and ensure all elements of the video support this core idea. This clarity helps in delivering a concise and impactful message. Out of all the common mistakes to avoid when making an explainer video, this is probably the most important one. Remember, if you confuse, you lose…so take the time upfront to set your goals and plan out your key messages.
2. Overloading with Information
While it’s tempting to include all details about your product or service, overwhelming viewers with information can dilute the main message. Focus on the most critical points that highlight the value proposition, and leave supplementary details for other platforms or materials. You could even break topics up into a series of separate videos to avoid overload in a single video.This approach keeps the audience engaged and prevents information fatigue. Our Unlimited Plan at Gisteo is a perfect option for marketers looking to create multiple videos without breaking the bank. We’re experts at this and we’ll be right by your side to ensure you don’t make any of these common mistakes to avoid when making an explainer video.
3. Poor Scriptwriting
The script is the backbone of your explainer video. In my opinion, it’s the single most important part of the process. A well-crafted script should be clear, concise, and engaging. Avoid formulaic storylines that all end up looking and sounding the same. Instead, use simple terms and a conversational tone to make the content accessible. Investing time in script development ensures a smooth narrative flow and effective communication, unique to your value proposition. Too many companies produce lazy scripts with too much business blah-blah with the result looking like this parody below we created. Please, don’t do this!
4. Low-Quality Visuals and Audio
Subpar visuals or audio can distract and deter viewers. Invest in quality production to maintain professionalism. Ensure that animations are smooth, images are high resolution, graphics are clear, and audio is crisp. High production values reflect positively on your brand and help in retaining viewer attention. Remember, the quality of your video often mirrors the quality of your product or service in the eyes of the audience. Of all the common mistakes to avoid when making an explainer video, this one should be easy to address: go with the professionals. And, no, this doesn’t mean spending a small fortune. Gisteo offers tremendous value-for-money to deliver outstanding work at a fair price.
5. Absence of a Call to Action (CTA)
After presenting the information, guide viewers on the next steps. A clear and compelling CTA directs the audience toward your desired actions, such as visiting your website, signing up for a newsletter, or purchasing a product. Without a CTA, the video may fail to convert interest into tangible outcomes. Craft your CTA to be direct and aligned with the video’s content to encourage immediate response.
6. Inconsistent Branding
Your explainer video should reflect your brand’s identity and voice. Inconsistencies in color palette, logos, and messaging can confuse viewers and weaken brand recognition. Maintain uniformity to reinforce your brand’s image and ensure the video aligns with other marketing materials. Consistent branding builds trust and makes your content easily identifiable vs. a “one-off “random act of marketing.
7. Ignoring the Target Audience
Not tailoring content to your specific audience can reduce engagement. Understand your viewers’ needs and preferences to make the content relevant. Define your ideal customer profile and speak directly to them. Research your audience’s demographics, interests, and pain points to create a video that resonates with them. Personalized content fosters a stronger connection and increases the likelihood of achieving your video’s objectives.
8. Excessive Length
Long videos can lead to viewer drop-off. Keep your explainer video concise to retain attention. While there are some exceptions, you should aim for a duration between 60 to 90 seconds, focusing on essential information. This brevity respects the viewer’s time and increases the likelihood of the entire video being watched. A focused message delivered succinctly is more impactful than a lengthy exposition. Ironically, a longer video script might be easier to create than a shorter one but spend the time to get it right.
9. Overuse of Jargon
Using complex terms can alienate viewers. Use simple language to ensure your message is accessible. Remember, the goal is to explain, not to impress with technical vocabulary. Clarity should always take precedence to ensure the audience understands the content. Simplifying language broadens your video’s appeal and effectiveness.
10. Lack of Storytelling
Presenting facts without a narrative can be dull. Incorporate storytelling elements to make your video more engaging. A relatable story helps in connecting with the audience emotionally, making the information more memorable and impactful. Storytelling provides context and can illustrate the benefits of your product or service in real-world scenarios, enhancing viewer comprehension and retention. The video below walks you through 9 different way to write your story with some helpful frameworks and ways to structure your content.
Conclusion
I hope that this review of 10 common mistakes to avoid when making an explainer video has been helpful. The truth of the matter is that investing time and resources into creating high-quality explainer videos is a strategic move that can yield significant returns.
By focusing on clarity, brevity, and audience engagement, and by avoiding these 10 common mistakes to avoid when making an explainer video, businesses can leverage explainer videos to effectively communicate their value propositions, foster stronger connections with their audience, and achieve their marketing objectives.
If you’d like to discuss our services, don’t hesitate to contact us or schedule a free consultation.
