Your Explainer Video might suck... Here's Why.

April 14, 2015


I’ve seen tons of these tediously unentertaining videos about products and services that leave me bored to tears.


First off, they’re way too long. I get it, you want to shove as much information about your business into one video. But here’s the truth, no one really cares that much about your business...yet. The goal of an Explainer Video is to quickly and clearly explain WHY they should actually care about your business. And try to have a little fun for goodness sakes. That’s the key above all else, FUN.


I understand, it’s very easy to push as much information as you can into a video, and think you have sold your business. But it’s going to take more than a video in the end. The video is just a  tease in order to wet the appetite. People already have a distaste when listening to a product pitch, so when a video goes over the one minute mark, we want to move on. You literally have 30 seconds to capture your viewers. If you need more than 30 seconds, you’re really pushing it.


The Explainer Video golden rule: Keep it at 90 seconds.


Second, your script is terrible. You need to understand something, the script is the most crucial section of the video. To make a good script, stick to one specific goal, don't bother with 3 or 4 goals. The best scripts relate to the audience, in order to do that you need to provide some context to the story. Start it off with a specific story or scenario. Story is always important. The story is what's going to grab the audience above all else.


Here’s what works for us:

Define the problem.

Introduce the solution.

Briefly explain how the solution works.

Explain why this solution is so important.

And finally, tell your customers what they should do next, also known as the Call To Action.


Do all this in a story format. Ed Catmull, a director at Pixar says, “Story is King!”


Stop being such a geek, with your technical mumbo jumbo. Keep everything simple and in layman's terms. Your video should truly be a dummies guide to your business. The best videos are super simple to understand. As Einstein said “If you can’t explain it simply, you don't understand it well enough.” Or was that Richard Feynman who said it? Fine, Leonardo Da Vinci said, “Simplicity is the ultimate Sophistication.”


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