A well-crafted explainer video needs to deliver a clear message, hold your audience’s attention, and inspire them to take action. It doesn’t matter if you're introducing a new service, sharing a product demo, or educating your team, the goal is to keep things simple, engaging, and purposeful.
In this blog, we’ll go over the most common mistakes people make when creating explainer videos and how you can avoid them to produce video content that actually connects with your audience and supports your overall marketing strategy.
How do explainer videos improve marketing strategies?
Explainer videos are a powerful addition to any marketing strategy because they simplify complex ideas into digestible content. By using compelling visuals and clear messaging, explainer videos help businesses capture their audience’s attention.
This type of video content boosts retention rates and encourages higher conversion by making products and services easier to understand. Integrating explainer videos into your marketing strategy also improves brand recall and can increase traffic across digital platforms.
20 steps to create explainer videos that boost marketing results
A strong explainer video simplifies complex ideas and makes them easier for your audience to understand. This is especially helpful when you’re breaking down data, showcasing a product, or explaining how something works. When done right, this type of video content becomes one of the most effective tools in your marketing strategy.
Below are key points to help you plan and structure your explainer videos. Use them as a guide to make sure your content stays clear, relevant, and engaging from start to finish.
1. Know your target audience
Before you start creating, get clear on your target audience. Ask yourself: “Who is this video for, why should they care, and what will they get from watching?” Having clear answers makes it easier to shape your message and choose the right tone, visuals, and call to action. A well-defined audience helps you create an explainer video that actually speaks to their specific needs.
2. Do your research and gather ideas
Once you understand your audience, research their pain points, questions, and habits. Forums, comment sections, and customer feedback can help you spot recurring themes. Use these insights to brainstorm fresh video content ideas. The more research you do upfront, the more relevant and engaging your final video will be.
3. Write a script that’s structured and clear
Storytelling works best when it's grounded in clarity. Keep your script around 150 words per minute of video. Open with a relatable problem, show how your product or service solves it, and end with a strong call to action. For most explainer videos, keep the total length under two minutes. A strong script is the foundation of every effective explainer video.
4. Organise your script into sections
Structure your script so that the message flows. Start with a quick introduction, outline the problem, present your solution, and finish with a clear next step. Breaking it into sections keeps your explainer video on track and easier for your viewer to follow. This structure makes complex messages easier to digest and more likely to lead to action.
5. Make your content easy to understand
Keep your message clear and easy to understand by using simple language and avoiding complex jargon. A conversational tone can help, but it’s not essential; what matters most is clarity. Whether your style is formal or friendly, focus on making your content feel natural and engaging so viewers can follow along without effort.
6. Tap into emotion where possible
Explainer videos don't need to be dramatic, but they should show that you understand your audience’s frustrations or needs. When people feel that the story reflects their experience, they’re more likely to respond positively. Emotion helps you to engage with your audience more effectively.
7. Use a professional voiceover
A clear, confident voiceover can elevate your explainer video. While DIY voiceovers can work, hiring a professional often results in a more polished final product. There are many freelance platforms where you can find affordable, high-quality voice talent. Good audio keeps your viewers listening and gives your brand a more credible tone.
8. Make your pitch visually strong
Even with the best script, the visual side matters. Whether you’re using animation, live footage, or a mix, aim for clean, simple visuals that support the message. A product demo can work especially well when it shows the solution in action. Strong visuals reinforce your message and keep viewers engaged from start to finish.
9. Use animation to simplify your message
Animated explainer videos are a cost-effective way to illustrate complex ideas. They’re easy to update and give you complete control over visuals. If you want to create one yourself, there are several tools that make production more manageable, even for beginners. Animation is especially helpful when your product or service is hard to show physically.
10. Optimise your title
Your video title plays a big role in getting people to click. Use language your audience would naturally search for and reflect what the video is actually about. Including terms such as "behind the scenes" or "quick guide" can help set expectations. A clear title improves discoverability and encourages more qualified views.
11. Choose your thumbnail carefully
Your thumbnail is the first visual someone sees, so make it count. Select a clear, engaging frame from the middle of your video. If possible, include a human face to add a relatable touch. An eye-catching thumbnail increases the likelihood of clicks and views.
12. Be intentional with your sharing buttons
Include a few targeted share buttons rather than all available options. Focus on the platforms that are most relevant to your audience, such as Facebook, LinkedIn, or Twitter. Quality over quantity leads to better engagement. Choosing the right platforms makes it easier for viewers to share and interact with your video content.
13. Ask directly for shares
Don’t be shy about asking your audience to share the video. A simple phrase such as “please share if you found this helpful” can encourage more activity than you'd expect. Sometimes a clear and direct ask is all it takes to expand your reach.
14. Give something before asking for anything
Engage your community by providing real value, not just promotional content. Join relevant discussions online and share your explainer video only when it adds to the conversation. Avoid pushing your product at every opportunity. Value-led contributions help your content feel helpful rather than sales-driven.
15. Build an email list
Offer a useful resource, such as an eBook or checklist, in exchange for email signups. Then, when you release new video content, you can notify your audience directly and encourage them to share it. An email list gives you a direct line to people already interested in what you offer.
16. Spark curiosity
Videos that raise a question or challenge assumptions tend to get more engagement. Approach your topic from an unexpected angle or present a bold opinion that encourages discussion. Curiosity helps draw people in and keeps them watching through to the end.
17. Make your content stand out
Originality doesn’t have to mean flashy. It just means not repeating what everyone else is doing. Focus on your unique point of view, your customer stories, or niche problems your product solves. Being distinct helps your video cut through the noise and stay memorable.
18. Keep it short
Long videos often lose viewers. Aim for a duration of 60 to 90 seconds, and never go beyond two minutes unless absolutely necessary. Your goal is to deliver the message clearly and quickly. A shorter video respects your audience’s time and improves overall watch time.
19. Learn from mistakes
Mistakes are often relatable and can be used to show how your product helps avoid common problems. Consider building a video around lessons learned to provide real value and authenticity.Content built around real-life experiences tends to resonate more with viewers.
20. Track performance using the right tools
Use analytics tools to measure watch time, click-throughs, and shares. This data helps you refine your marketing strategy and improve future explainer videos. Tracking results allows you to create more effective video content over time.
Final thoughts on using explainer videos for marketing
A well-made explainer video is a tool that supports your entire marketing strategy, helps clarify your product demo, and connects with your audience on a human level. From building awareness to driving conversions, success comes from planning, creativity, and a deep understanding of your viewers. Stay focused, keep things simple, and make every frame count.
Cinema8 gives you everything you need to create explainer videos that engage, convert, and perform. With built-in tools for interactive video content such as quizzes, branching paths, and video analytics, you can shape each product demo into a strategic asset. Cinema8 helps you build videos that do a great job in both explaining your message and leaving a lasting impression. Explore our plans and start creating your explainer videos today.