How to Make an Explainer Video People Actually Want to Watch

Explainer videos have become a powerful tool for businesses, educators, and influencers to communicate ideas in an engaging and digestible format. These short, appealing clips break down complex concepts into easy-to-follow narratives, opening doors to higher audience engagement and retention. But with so many out there, how do you create one that stands out? This guide will teach you how to craft explainer video that people actually want to watch. From understanding your audience to crafting an irresistible script, we’ll cover actionable tips to make your videos memorable, impactful, and, most importantly, effective.

Understand Your Target Audience

The foundation of any successful explainer video lies in knowing who you’re making it for. Without a clear understanding of your target audience, your message could fall flat or fail to resonate.

Define Personas

Take a moment to define your audience personas. Who are they? What are their needs, and what solutions or value can you provide to them? For instance, a video aimed at parents should use an approachable and empathetic tone, while one targeting tech-savvy professionals may use industry jargon.

Example

Slack’s explainer video on how teams can use its platform effectively is tailored for office workers. Its casual, straightforward tone matches the day-to-day challenges of its target audience.

Think About Pain Points

What problems are your viewers trying to solve? Your explainer video should address these pain points directly, showing how your product or idea provides a solution. The more specific you can be, the better your content will resonate.

Craft a Compelling Script

Think of your script as the backbone of your video. A weak script can confuse or bore your audience, no matter how cutting-edge the visuals are. Here’s how you can write one that captures attention and keeps viewers engaged:

Open with a Hook

The first 5–7 seconds of your video are critical. Start with a compelling question, an interesting statistic, or a relatable scenario to grab your viewer’s attention instantly.

Example

Dropbox’s iconic explainer video starts by asking viewers if they’ve faced the chaos of files scattered across devices, instantly hooking the audience with a familiar problem.

Simplify Complex Ideas

People love explainer videos because they make tough concepts easier to understand. Use plain language, avoid jargon where unnecessary, and break information into bite-sized pieces.

Include a Storyline

Humans are natural storytellers. By structuring your video with a clear beginning, middle, and end, you’ll give your audience a reason to stay engaged.

• Beginning: Introduce the problem.
• Middle: Present the solution (your product or idea).
• End: Empower viewers with a call-to-action (CTA).

Use Visuals that Captivate

Videos are inherently visual, making it crucial to align what viewers see with what they hear. Unengaging or uninspired visuals can lead to a disconnect, no matter how great your script is.

Match Visuals to Your Brand

Your explainer video should reflect your brand’s style and tone. Use colors, fonts, and imagery that are consistent with your brand identity. For a playful vibe, you might opt for bright colors and animation. For professional audiences, clean layouts and minimal visuals work better.

Example

Headspace, a meditation app, uses simple animation and pastel colors in its explainer videos, reinforcing the calm and focused values of the brand.

Leverage Animation

Animation can take your concepts to places live-action videos can’t. Use visuals to illustrate abstract ideas, show processes, and make intricate points easier to understand.

Keep it Dynamic

Switch up visuals frequently—static images or repetitive animation can lose a viewer’s interest. Elements like smooth transitions, dynamic text, and motion graphics can help keep your viewer’s eyes glued to the screen.

Strive for Conciseness

While it might be tempting to cram everything into your explainer video, a long, meandering clip is sure to lose your audience. Most ideal explainer videos fall within the 90-second to two-minute range.

Prioritize Your Key Message

Focus on the most important points you want your audience to understand. If you’re explaining multiple features of a product, consider making a series of explainer videos instead of turning one video into an information dump.

Example

Dollar Shave Club’s famous explainer video is a mere 90 seconds long but efficiently communicates the value of its subscription service with humor and a laser-sharp core message.

Hook, Explain, and End Quickly

Remember, your audience’s attention span is short. After hooking their interest, smoothly lead them to the point, provide the core information, and wrap up with a clear CTA.

Finish With a Clear Call-to-Action

A beautifully made explainer video will still fall short if it doesn’t prompt your audience to act. Your CTA should nudge viewers to take the next step, whether it’s to visit your website, sign up for a service, or contact your sales team.

Align Your CTA With Your Goal

What do you want your viewer to do after watching? A strong CTA aligns with the video’s purpose and clearly communicates the next steps.

Example

If the goal is to drive sales, a CTA like “Order now and save 30%!” works well. If the video is informational, “Learn more on our website!” might be better suited.

Position the CTA Thoughtfully

Place your CTA where it’s most impactful—either at the end of your video or subtly throughout using on-screen text or voiceovers.

Learn From Successful Explainer Videos

Sometimes, the best way to improve is by analyzing what already works. Here are a few outstanding examples of explainer videos and why they’ve succeeded:

Dropbox

Dropbox’s introduction video is frequently cited as one of the pioneers of modern explainer videos. It uses a combination of clear narration, upbeat visuals, and relatable scenarios to succinctly explain how the service simplifies file storage and sharing.

Crazy Egg

Crazy Egg’s explainer video shows how their heat-mapping tool works in under two minutes. Its strength lies in simplicity—clearly illustrating how users can improve their website’s performance through visualized data.

Spotify

Spotify created a fun and engaging explainer video to introduce curated playlists. It leverages user testimonials, stylish animations, and concise messaging to demonstrate the service’s benefits.

Best Practices for Creating Explainer Videos

Before you start designing your video, keep these best practices in mind to maximize its impact:

• Focus on Your Audience

Build all aspects of the video—including tone, visuals, and CTA—around your target audience’s preferences.

• Sound Matters

Voiceovers, music, and sound effects contribute significantly to the video’s tone and vibe. Choose a professional narrator or artist whose voice fits your brand.

• Test and Refine

Don’t settle for the first draft. Test your video with a small group of target viewers and gather feedback to make tweaks and improvements.

• Optimize for Platforms

Remember that certain viewers will watch on mobile devices or social media platforms. Keep text large, avoid cluttered visuals, and optimize for different screen sizes.

Final Thoughts

Creating an explainer video people actually want to watch involves a mix of strategy, creativity, and precision. It’s about delivering value to your audience in a compelling, easy-to-digest format.

From understanding your audience to crafting captivating scripts and visuals, each step is an opportunity to engage and inspire. With a clear storyline, sharp editing, and a strong CTA, you can make your explainer videos more than just educational—they can become unforgettable tools for connection and growth.

Start planning your explainer video today, and with a thoughtful approach, watch the magic unfold!