The Do’s and Don’ts of Using Explainer Videos for Strategic Decisions

Picture of Komal Chaturvedi
Komal Chaturvedi

Co-Founder & CEO, MotionGility

Do's and Don’ts of Using Explainer Videos
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Today’s cut-throat competition doesn’t call for just a great product, but also a tool that helps it communicate quickly and effectively.

 

Explainer videos have stood out as a concrete tool, especially for software companies in helping simplify complex solutions and drive engagement.

 

Given that 95% of B2B marketers watch a video before buying a product or service, executing their usage correctly is what makes or breaks the deal.

 

In this blog, we will take a look at a few do’s and don’ts of using explainer videos alongside some practical tips you can implement to generate conversions.

Do's and Don’ts of Using Explainer Videos

Here are some explainer videos do’s and don’ts that your business needs to follow when making explainer videos for your business:

Do’s for Explainer Videos

1. Keep it short and sweet

Since the average human attention span has come down to 5-7 seconds, creating videos with a strong hook is a must.

 

If people find a video interesting in 2-4 seconds, they decide whether to watch it or not.

 

Wyzowl’s marketing report found that  73% of consumers prefer short-form videos when searching for products or services.

So avoid beating around the bush. Cut the fluff and come straight to the point.

 

To gather viewers’ attention early on, it’s advisable to start with an interesting fact, story, or hook.

 

Building curiosity around the topic from the beginning will help you hook their attention and boost the possibility of them watching it till the end.

2. Know your audience

Before making video content plans, put yourself in the shoes of your customers.


Who are they? What are their fears and desires? What are their big problems? Answering these questions yourself will help you set up your explainer video’s plot more effectively.

 

For example, a SaaS founder may counter these problems when explaining their product to their targeted audience:

 

  • Struggling to simplify complex features for non-technical users.
  • Trouble engaging potential customers.
  • Fear of overwhelming users with too much information.
  • Not able to address customers’ concerns about software adoption.

Be specific with their problems, so you can get ideas for your explainer videos. 

 

If you feel you’ve run out of ideas or don’t know what their big problems could be, asking them upfront can be a logical & effective idea.

 

Or you can dig up the internet and find polls, tweets, forums, surveys, offline interviews, etc.— everything they care about.

 

These will give you plenty of talking points, positioning your brand as one that offers a solution, not a mere seller. 

3. Make it visually irresistible

If you’re serious about leveraging explainer videos for your business, do it well.

 

Poor quality is not a compromise your brand should be ready to make. Choppy video leaves a negative impression on 62% of consumers, damaging their perception of your brand.

 

But today, creating visually irresistible videos is no longer a concern. Through an animated explainer video company, you can produce a powerful video that fulfills your objectives.

 

Using a well-told story focused on the customer’s main pain points, and positioning the customer as the center will help you create an emotional connection. 

 

This connection fosters trust and respect, making your brand more relatable and memorable to the audience. 

 

Grab a quick look at one of our project’s visuals below, highlighting the importance of using strong backgrounds to enhance the video’s impact.

Portfolio+ Image

4. Write a clear and concise script

An explainer video script is concise and structured. Begin with a strong hook to grab attention right away.

 

Find something that makes readers curious, instantly hooking them and wanting them to inquire more.

 

Either this could be a shocking statistic or a thought-provoking question. Address the problems clearly and acknowledge them through your solutions.

Next, the body should highlight the benefits of your product or service. Choose confident words that persuade them and build confidence in your product.

 

Finally, conclude your script with a call to action (CTA) that guides viewers to take the next step.

 

Check out how we helped StayFi explain their product using a strong script.

5. Focus on benefits, not features

“People don’t care about your product’s flagship features. They care only about whether your product can solve their problems.”

 

If your 30-second video only talks about “my product can do this and that,” customers will swipe it before giving a single thought.

 

In reality, they don’t care about your service. They care about them. What do they get out of your product?

For instance, a business struggles with late invoice payments, leading to cash flow issues.

 

A SaaS platform sends automatic reminders to users, tracks payment statuses, and provides real-time cash flow insights.

 

Here, the benefit is not just “tracking invoices,” but ensuring businesses get paid faster and avoid cash crunches.

6. Include a strong call to action

Video production is a key facet of your brand strategy. If someone watches your videos, you want them to take action, similar to reading your blog or email. What’s that action?

 

An action-oriented element that pushes people closer to buying your product.

 

For instance, you could add a CTA to book a free product trial, download your app, or sign up for a demo.

Integrating strong CTAs in your videos will keep your viewers engaged with your brand.

7. Maintain brand consistency

Your brand’s message should be consistent through the different content forms you share. Videos, blogs, or social ads—losing the brand voice will force your viewers to drop off from your video.

 

When you make explainer videos for your business, ensure consistent usage of color palette, voice, and tone that truly exemplifies your brand’s image and the customers you want to sell.

 

Check out how Apple’s “Designed by Apple in California” explainer video exemplifies minimalism while staying true to its brand identity.

8. Use a professional voiceover

Voiceover artists can completely change the feel of your video. Work with someone who understands the tone and the audience you want to attract.

 

A versatile artist, like someone with different delivery methods and technical expertise, can help you connect better with your audience.

 

This is particularly helpful if you have a diversified age-group audience to cater to.

9. Leverage visual storytelling

Visual storytelling aids your product’s communication and helps strengthen your message.

 

Right from the beginning, develop a strong visual plot that establishes a striking relationship with the viewers.

 

Look for people’s external and internal struggles—the outcomes they want to achieve, and identify the obstacles stopping them from achieving them.

 

Make such explainer videos that people watch and like, “Yes, that’s the solution I was searching for. ” 

 

Check out how Slack beautifully integrates storytelling in it’s brand video:

10. Optimize it for SEO

With 91% of businesses using video content creation as part of their strategy, there’s no shortage of videos. Starting a video content creator is easy.

 

A bigger concern, however, is distribution and reach. Semrush says SEO-optimized videos get 157% more traffic than those without.

 

From keyword research to content quality, implementing Google’s guidelines will help you achieve the desired SEO ROI and attract video results.

11. Skip the language

“A confused mind never buys.” This is one of the golden sayings in the marketing world. When speaking to the customers directly, make things as easy as you can for them.

 

Do not throw off jargon and technical details at them.

It can make them feel excluded—like they do not have “enough knowledge about the subject.” However, if there’s a subject you’re touching where you can’t move beyond discussing a technical term, don’t skip it.

 

Take the help of animations, graphics, or visuals to help them illustrate their meanings.

Don’ts for Explainer Videos

1. Overcomplicate the message

Seen those videos that talk too much and leave you confused? Oh. And we just talked about a confused mind above.

 

Remember? It never buys.

 

The point is: You want your product solution to be clear. If your tool or platform has multiple features, don’t talk about all the features in one video.

 

Instead, break it down into shorter, focused videos. Doing this will engage your audience better and keep your message sharp.

 

Asana is an excellent example of producing many explainer videos to highlight its array of features.

2. Shoot without a plan

Don’t start producing without a plan. Be ready with the prerequisites for making an explainer video, including research, script, storyboard, VO, and illustration.

 

An outline will help you be on the schedule, preventing you from drifting away.

 

Proper coordination with different team members can help you understand each requirement beforehand, so don’t run behind schedule.

3. Ignore mobile viewers

Emarketer’s data says: That in the US, almost 75% of adults spend close to 2 hours consuming short-form videos on mobile.

 

Now that makes video optimization for mobile screens mandatory if you want to penetrate your viewers’ attention and engage them.

 

While doing so, pay attention to:

Resolution & Aspect Ratio

  • Vertical: 9:16 aspect ratio (1080×1920 pixels) for platforms like Instagram Stories, TikTok, and YouTube Shorts.
  • Horizontal: 16:9 aspect ratio (1280×720 pixels for HD or 1920×1080 pixels for Full HD)

File Size & Loading Speed

  • Compress videos without losing quality.
  • Use efficient codecs. (H.264 or H.265) for better compression.
  • Implement adaptive bitrate streaming based on the viewer’s internet speed.

Mobile-Friendly Controls

  • Large, tappable play/pause and volume buttons.
  • Interactive elements (CTAs, hotspots) optimized for touch screens.
  • Focus on better user experience.

Content-Length & Structure

  • Keep videos under 45-60 seconds.
  • Front-load key messages.
  • Use analytics to optimize video length based on drop-off rates.

Audio Optimization

  • Clear audio with a focus on mid-range frequencies.
  • Avoid overpowering bass.
  • Can include subtitles or captions for accessibility and engagement.

Technical Considerations

  • Use MP4 format for mobile-friendly videos.
  • Implement responsive design for scaling across devices.
  • Optimize metadata (titles, descriptions, tags) so people can discover your videos.

Platform-Specific Optimization

  • Tailor videos to platform-specific requirements (Instagram, TikTok, YouTube).
  • Create platform-specific video versions to maximize engagement.

Loading & Playback

  • Implement lazy loading to speed up page load times.
  • Use engaging video thumbnails.
  • Enable autoplay where appropriate, mindful of data usage.

4. Compromise on sound

Explainer videos are incomplete without clear, professional voiceovers (VO) and sound effects (SFX). Poor audio distracts viewers, and they end up not watching altogether.

 

Interactive visuals and sound keep viewers engaged for longer, whether diegetic or non-diegetic sound.  A high-quality VO talent will help enhance the story with SFX overpowering it.

5. Skip the generic content

Steer away from giving generic advice. Instead, give readers actionable tips. Share case studies, opinions, perspectives, etc.

 

For example, you could invite your existing customers to your channel and encourage them to share your story.

 

I’d suggest to have your brand stand for something instead of being a common voice, which gets pulled down under the feed, much like 90% of content on the Internet.

6. Rush the pace

“I couldn’t understand what was happening.” This is what rushed pacing could do to your explainer videos.

 

Your message should be clear and focused on the problem you’re solving through your solution.

 

Also, it’s advisable to maintain a consistent tone and offer a decent time explaining the problem so the solution feels natural.

 

Your message should unfold smoothly as rushed pacing can come across as hard selling. 

7. Forget to test

Video performance metrics tell readers whether potential customers like their content or not. They also tell businesses what kind of content to post.

 

Look at what numbers tell you. Bring out more content that gives you higher views and CTR. However, take the liberty to experiment with new ideas on the side.

Here are 7 key video performance metrics you need to use when testing your videos: 

View Count

No. of times your video has been played.

Watch Time

Total amount of time viewers spend watching your video.

Click-Through Rate (CTR)

How often do viewers click on calls to action or links in your video?

Conversion Rate

Percentage of viewers who take a desired action after watching your video.

Engagement Rate

Viewers interact with your video through likes, comments, and shares.

Audience Retention

Shows where viewers drop off or rewatch sections of your video.

Completion Rate

Percentage of viewers who watch your video from start to finish.

Play Rate

Percentage of visitors who click play on your video.

8. Don’t expect instant success

There’s not a uniform strategy for success with explainer videos. While pushing content is important, never do it at the risk of the quality.

 

Understand the needs of your audience and experiment when you’ve just started. For a thumb’s rule, be familiar with your competition and the platform’s algorithm you’re posting explainer videos.

 

Engage with your audience regularly. More engagement will make your videos discoverable to a wider audience, helping you acquire more customers.

How can Explainer Videos improve business growth?

Did you know – Viewers retain 95% of what they see in a video, compared to 10% from text? Now, this is good news for brands for two reasons.

 

  • You can make more interactive videos, keeping customers more engaged than with other forms of content.
  • They’re cost-effective, build strong brand awareness, and can fit on any platform—social media, emails, or websites.

Moreover, once your videos are out there, you will never have to worry about acquiring new customers, as long as they’re SEO optimized and discoverable.

Key Takeaways

I’m confident that after reading the above do’s and don’ts of using explainer videos, you’ve now got a concrete idea about its usability.

 

These pointers have been extracted from countless learnings and experiences while providing explainer video services to our clients.

 

By adopting these best explainer video practices, you can enhance your existing video marketing strategy and boost business ROI.

 

Want to produce an impactful explainer video that helps you get closer to your goals?

 

As an explainer video production company, we can help you cut through the chaos and generate product visibility. 

 

Get in touch and let’s discuss your requirements.