Is your explainer video not working as well as you’d like it to? Wait a second before you give up. Explainer videos are an amazing tool for every business, but it’s very easy to mess them up if you’re not careful.

Some explainer videos are not created well, and instead of boosting your brand’s sales and conversions, they can backfire on you! How can you know if your video is lacking some key ingredient?

Well, let us tell you. Today we’ll share with you seven things that you can improve upon with your explainer video to actually make it shine. Let’s start!

making-a-video

1. Improve your Script

Does your explainer video have a good script? No, here’s a better question: does your explainer video have a script at all? If it doesn’t, then that’s a big red flag right there.

An explainer video, just like any other form of audiovisual content needs its backbone, which is a good script. Without a proper script, every movie, TV show, or marketing video would be complete rubbish: your explainer video is not an exception.

You’ve got to start with an idea and a concept you want to communicate, and build your video’s script from that point on. Because this is such an important state, you should be working with professional script writers.

But let’s say that you do have a script, but maybe is a bad one. How can you tell between a good and a bad script? There are some red flags to look for:

  • A boring or unrelatable story: A very well-written video has the power to catch its viewers’ attention, and retain it until the very end. It does this by telling an effective message through a relatable story, one that’s interesting enough to keep your viewers chained to their seats.
  • It has a weak structure: A beginning, a middle and an end should be the basis for all video scripts, because the narrative has to follow a logical order. There’s a problem that needs to be solved, there’s a solution for it, and your company is the one who provides it.

How to write an explainer video script

Your script shouldn’t be too self involved either, an explainer video is about your audience and how you can be useful to them. Not the other way around!

(We’ve got some more tips! You want to learn more about how to write a winning script, so go take a look at our free ebook: How to write a script for an explainer video).

2. Keep an eye on the amount of information you share

A video that’s overcrowded with information will be confusing for your audience. How can you avoid this? By choosing wisely what stays in and what goes out.

Sometimes, you’ll feel that you need to keep adding more and more info. — this just means that you may have insufficient knowledge on what your audience needs to know. Too much information will make you lose the attention of your viewers: it’s a known fact that connected people have short attention spans… Just take a look at all the tabs that are opened in your browser or the apps that are running at the same time on your phone. It’s too easy to lose someone’s attention.

So you must deliver a short, concise message that’s effective and gets to the point. Be direct: precision is key.

3. Shorten its length

This goes hand-in-hand with the last point. If you need to keep a video concise and direct to keep your audience’s attention, you have to make it short as well. What does “short” mean, you may ask? There are 45 minute “short movies”, or Boomerangs on Instagram that last 3 seconds.

The ideal length for an explainer video is under 2 minutes. Anything above the 2 minute mark is excessive and unnecessary: it’s the perfect length for you to communicate a clear and powerful message.

Of course, it will also depend on your audience: millennials tend to favor shorter videos, while older generations might have a little more patience and stay in that particular tab a while longer. But it will depend on your type of business and the kind of audience you’re catering to, and still, it’s not recommendable to make it long.

The rule of thumb is… any explainer video longer than two minutes, is too long.

And too long means ineffective.

4. Always maintain the highest quality

A poor-quality video will make your audience think that your company is poor-quality too. Of course, nobody wants that– you need your audience to understand that your company is the best and offers them the greatest solution to their problems.

But to achieve that, you must keep your quality high. This doesn’t just mean a high res video, even though this is important. It also means a professional one, specially targeted to your audience’s needs.

Sometimes a good quality video needs a village to create. You need skilled illustrators and animators, great equipment and filming techniques, the best writers… Or you can get yourself a great video production company that knows exactly how to meet your needs.

The bottom line is that you need to show quality videos to step up your game, and to show that you’re better than the competition!

5. Keep your message interesting

A great explainer video is about showing who you are as a brand, not only what you can do. If your brand is truly unique, you need to show that in your video — and you’ll do it by showcasing your company’s values and spirit.

That’s a challenge, but it’s one that’s worth taking.

Now, the only way to achieve this level of quality is by avoiding generic content. Forget that kind of video made by pre-filmed snippets and video templates. Yes, it might be low-cost at first, but it will cost you so much more in the end — because you’ll perceive no profits from a video that looks exactly the same as everyone else’s.

To keep your message interesting, you must make it unique. And to make it unique, you have to make it truly yours: the key word is “customization”. Your video needs to breathe and live your brand at any given second.

If your video is exactly the same as every other video out there, it will not be effective, and it won’t be profitable.

6. Make a better distribution of your video

Are you sharing your video enough? Is that a yes? Okay, but… are you sure?

Chances are that if you’re not having as much success as you’d like with your explainer video, it’s because you’re not distributing it correctly. You’ve got to do so much more than just post it on YouTube!

Don’t get me wrong, it’s a great first step to post it on YouTube, after all, it’s the second largest search engine in the world and the only way to be there is with video content. But after you’ve ranked #1 on YouTube with your explainer video, you’ve got to use your video everywhere else: after all, it’s one of the best marketing tools that you can have, and you’ve got to use it right!

Create video ads with it, share it on social media and use it in your blog posts, for starters. Make sure that you show it on your landing page: turn your explainer video into the very first thing your visitors see. After all, explainer videos are the best sales pitch that you can possibly get!

7. Find the right team to work with

So, you can see now that it takes a lot to make an explainer video shine. But it’s all worth it — 98% of people that have watched an explainer video before they make a buying decision can testify. Having an explainer video is essential right now, but your video must be good so it can actually work.

And it takes effort, knowledge and talent. This is why having the right team to help you create it is so important. The best explainer video production company is out there waiting for you, because you need the best team to achieve the best result.

It’s not hard to find the explainer video company that will work for you, but you do need to make sure that they’re professionals (because someone that barely knows about video production won’t really cut it).

It is very possible to find the right team of experts that will showcase your brand, find its unique voice and captivate your audience!

In fact, we wrote a free ebook on how to choose the best video production company— and it will be very useful for you!

Remember: Explainer videos are worth every minute of hard work you invest into them, and also every penny! And if your explainer video is not working right now, there are a lot of changes you can make to improve it. Learn from your mistakes and bet on the best explainer video strategy for your brand.

And if you need any help with that, you can drop us a line— our team of experts at Yum Yum Videos are always willing to help!

How to write an explainer video script