Introduction
Trying to understand explainer video best practices? Let me hit you with some truth: Most explainer videos suck.
Harsh? Perhaps. But in my 13+ years producing explainer videos for companies from startups to Fortune 500s, I’ve seen too many businesses waste good money on ineffective videos that fail to convert viewers into customers.
The hard reality is that your audience has the attention span of a caffeinated squirrel.
You’ve got about 8 seconds to hook them before they bounce to the next shiny object. And yet, companies continue pumping out 3-minute explainer videos that begin with “Founded in 1997, our company strives to be the leading provider of…”
Yawn.
So let’s cut through the fluff and get straight to what actually works. Here are the 10 battle-tested explainer video best practices that drive results:
1. Nail the First 8 Seconds or Don’t Bother
Your opening needs to hit like a sledgehammer.
Start with the problem you solve or a bold claim that grabs attention. Don’t waste precious seconds on company history or generic platitudes. Every. Second. Counts.
DO THIS: “Are you losing $10,000 a month to preventable cart abandonment? This stops today.”
NOT THIS: “Welcome to our video about our e-commerce solution that helps businesses optimize their…”
Remember: If your opening doesn’t make viewers stop scrolling, nothing else matters.
2. Focus on Pain Points, Not Features
Your potential customers don’t care about your features. They care about their problems. The more vividly you can describe their pain, the more they’ll believe you understand them—and the more they’ll trust your solution.
Speak directly to their frustrations. Make them feel seen. Then position your product as the remedy.
3. Keep It Criminally Short
There’s no magical length for an explainer video, but here’s my rule of thumb: Make it as short as possible while still delivering your core message. For most businesses, that’s 60-90 seconds.
Every second beyond that better justify its existence. Ask yourself: “Will this extra information increase conversions or just stroke our corporate ego?” Be ruthless with the editing knife.
4. One Video = One Message
The biggest mistake I see? Companies trying to cram everything into one explainer video. Your product may have 17 amazing features, but your explainer video should focus on ONE core value proposition.
Save the feature deep-dive for other videos. Your explainer needs a singular focus that answers: “Why should I care about this product RIGHT NOW?”
5. End with a Crystal-Clear Call to Action
I’ve seen gorgeous, expensive explainer videos that end with… nothing. No direction. No next step. Just a logo fade-out and crickets.
What a waste.
Every explainer video must end with a specific, compelling call to action. Tell viewers exactly what to do next—and give them a reason to do it immediately:
“Click the button below to schedule your free consultation. But hurry—we only accept 5 new clients each month, and spots fill quickly.”
6. Script First, Everything Else Second
The prettiest animation can’t save a weak script. Invest 80% of your planning time perfecting your message before a single frame is designed.
Your script should follow this proven structure or a similar framework that includes these elements:
- Problem (Why should I care?)
- Solution (What do you offer?)
- How it works (Why should I believe you?)
- Benefits (What’s in it for me?)
- Call to action (What should I do next?)
7. Match Style to Audience
Your explainer video’s style should align with your audience’s expectations. A crypto startup targeting Gen Z needs a different visual approach than a healthcare solution for hospital administrators.
But remember: clarity trumps style every time. Don’t sacrifice message comprehension for visual pizzazz.
8. Voiceover Matters More Than You Think
A professional voiceover isn’t just about sound quality—it’s about credibility. The right voice actor adds authority and trustworthiness to your message.
Don’t cut corners here. And please, for the love of conversions, don’t have your intern record it “to save budget.”
9. Test Before You Invest
Before investing thousands in full production, test your script with real prospects. Read it to them. Watch their reactions. Ask for honest feedback.
This simple step can save you from a costly mistake and provide invaluable insights about what resonates with your actual customers.
10. Plan Your Distribution Strategy in Advance
An explainer video without a distribution strategy is like a Ferrari without gas—pretty to look at, but it ain’t going anywhere.
Before production begins, know exactly where and how your video will be deployed:
- Website placement (above the fold on your homepage?)
- Social media platforms (native upload vs. linking?)
- Email campaigns
- Sales presentations
- Paid advertising
Each channel may require different versions or formats. Plan for this upfront.
More about Gisteo
Founded in 2011 by Stephen Conley, Gisteo is a Miami-based explainer video company specializing in crafting concise, engaging videos that distill complex ideas into clear, compelling narratives.
The name “Gisteo” combines “gist” and “video,” reflecting the company’s mission to deliver the essence of a message efficiently.
Over the years, Gisteo has produced over 3,000 explainer videos for a diverse clientele, ranging from startups to Fortune 500 companies, across various industries and regions. Yeah, our videos have gotten a lot of eyeballs!
Services Offered by Gisteo
Gisteo provides a range of services to meet various client needs:
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Custom Explainer Videos: Tailored animations that align with the client’s brand and message.
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Express Explainers: Template-based videos for quicker turnaround and budget-friendly options.
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AI Videos: Leveraging artificial intelligence for the most affordable video solutions.
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Gisteo Unlimited: A flat-fee yearly subscription offering ongoing video production services.
Additional services include:
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Extreme Messaging Makeover: Strategy and copywriting services to refine messaging.
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Remote Customer Video Testimonial Service: Capturing authentic customer testimonials remotely.
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Reel Interviews: Studio sessions producing multiple shareable videos.
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Complete Digital Marketing Audit: Comprehensive analysis to optimize digital marketing efforts.
The Bottom Line
An effective explainer video isn’t about impressing your board members or winning creative awards. It’s about driving action that grows your business.
Follow these best practices, and your explainer video won’t just explain—it will convert. And in business, that’s the only metric that matters.
Ready to create an explainer video that actually drives results?
