How to Make an Explainer Video That People Actually Watch
Explainer videos are everywhere, but most don’t hold our attention for more than a glance. If you’re investing time and money into creating an explainer video, the last thing you want is for viewers to click away after a few seconds. Crafting a video people actually watch isn’t just about flashy animations or fun music; it’s a blend of thoughtful strategy, audience understanding, and creative storytelling.
This guide will walk you through the steps to produce explainer videos that capture attention, deliver your message, and leave a lasting impact. Whether you’re a marketer, entrepreneur, or content creator, you’ll discover practical tips (and a few secrets) to transform dry information into a visual story people remember and share.
The Real Purpose of an Explainer Video
Before discussing production, it’s important to clarify what an explainer video is supposed to accomplish. At its core, an explainer video distills a complex idea, product, or service into an engaging, bite-sized story that viewers can grasp in minutes (or less).
Why do they matter so much?
- People process visuals 60,000 times faster than text.
- Viewers retain 95% of a message when watched in a video, compared to 10% when reading it.
- Businesses using explainer videos on their homepage see conversion rates climb by as much as 80% (source: Unbounce).
But here’s the catch. To get those results, your video must actually be viewed to the end. That means skipping the generic templates and focusing on strategy.
Know Your Audience Before You Script a Word
Explainer videos are only as powerful as they are relevant. To reach your viewers, you need to start where they are.
Identify the Audience’s Pain Points
Before writing a script, answer these questions:
- Who is the primary viewer?
- What is their biggest frustration your solution fixes?
- Which features or benefits matter most to them?
Imagine you’re making an explainer for a budget-tracking app. A broad approach (“Track your spending!”) is easy to tune out. A more effective hook speaks directly to a pain point (“Tired of surprise fees draining your account?”).
Tip: Think about your customer’s daily life. The more specific you can get, the stronger your video’s opening will be.
Define the Desired Action
What should viewers feel, think, or do after finishing your video? Clearly define your goal. Whether you want them to sign up, book a demo, or simply understand your breakthrough process, every scene should move them closer to that action.
Tell a Story (Don’t Just List Features)
Humans are wired for stories. Rather than rattling off features, weave them into a simple, relatable narrative.
Introduce a Character or Scenario
Whether animated or live-action, a relatable character humanizes your message. Set up the problem they face, and walk through how your product or service offers a satisfying solution.
Example:
Show “Lucy” stressing over her mounting to-do list. She tries various tools that only make things messier. Then she discovers your task management app and breezes through her week. The payoff? A calm, organized Lucy at Friday’s happy hour.
Use the Classic Story Arc
Most effective explainer videos use a basic structure:
- Problem
- Solution
- How it works
- A clear call to action
Keeping things this simple makes your message stickier and easier for the viewer to recall later.
Scriptwriting Secrets for Maximum Engagement
Good scriptwriting transforms a decent explainer into a great one.
Keep It Short
Aim for 60 to 90 seconds. If it must be longer, every second should earn its place. Viewers drop off rapidly after the first minute, so get to the point early.
Speak the Viewer’s Language
Write dialogue as if you’re talking to a friend. Ditch buzzwords and jargon. Use second person (“you”) to create an immediate connection.
Instead of:
“Our platform integrates cross-channel optimization.”
Try:
“You get all your marketing reports in one place. No more spreadsheet juggling.”
Address the Audience Directly
Ask questions, reference common problems, and insert pauses for dramatic effect. These small touches invite the viewer to nod along and stay focused.
Visuals that Keep Eyes Glued to the Screen
Your script is the foundation, but design keeps viewers watching.
Lead with Bold, Eye-Catching Visuals
Start with an opening shot that surprises, delights, or visually demonstrates the core problem. This could be:
- A fun, on-brand animation sequence
- Bright, relatable artwork
- Unexpected movement or quirky transitions
If your opening frame looks like every other explainer, you risk losing viewers in the crowd.
Use Animation Wisely
Animation grabs attention—but overwhelming visuals can distract from your message. Choose a style that reflects your brand and feels approachable to your audience. Flat 2D graphics, whiteboard sketches, and simple kinetic text often work well.
Show, Don’t Tell
Whenever possible, demonstrate solutions clearly (e.g., screen recordings, animated walkthroughs, before-and-after shots), rather than just describing them.
Keep Pace Snappy
Don’t linger on a single image for too long. Aim for a new visual change or scene every 2-5 seconds. Fast cuts keep eyes on the screen and reinforce the script.
Voiceover and Music Make or Break Your Video
A professional-sounding voiceover builds trust from the first word.
Choose the Right Voice
Pick a voice that matches your brand personality. Energetic and friendly for B2C; calm and authoritative for B2B. Avoid monotone or robotic reads at all costs.
Align Music with the Mood
Music sets the emotional tone. Upbeat tracks tend to engage, while slower tempos can signal trust or expertise. Make sure the audio isn’t too loud or distracting.
Pro tip:
Invest in quality audio gear if you’ll be recording in-house. Poor sound is the fastest way to lose your viewer.
Test, Tweak, and Optimize
Rarely does an explainer video hit perfection on the first try. Use data to improve.
A/B Test Different Openings
Try two versions of your video’s first 10 seconds and see which holds attention better.
Gather Real Feedback
Show your draft to real users who fit your target market. Ask:
- Did it make sense?
- What was confusing?
- Would you share it?
Track Key Metrics
Analyze:
- View duration
- Drop-off points
- CTA clicks
- Shares and comments
These numbers reveal where your explainer lands and where it needs work.
Real-Life Examples of Explainer Videos Done Right
Dropbox’s Original Animation (2009)
With minimalist animation and a clear story, Dropbox’s explainer famously boosted signups by over 10%. It focused on the core problem (“Your files are everywhere. Dropbox puts them in one place.”) and offered an effortless solution.
Dollar Shave Club
This irreverent, fast-paced video did more than explain a subscription razor service. It entertained, left a strong impression, and resulted in 12,000 new customers within 48 hours.
Practical Tips for Your Next Explainer
- Write your script, then cut 30% for clarity.
- Use humor or surprise to make points memorable.
- Add captions for silent viewing (many watch without sound).
- Close with a single, clear call to action.
Take Your Explainer Videos from Skippable to Unmissable
Creating explainer videos people love to watch is equal parts art and science. It’s about speaking to real needs, telling tight stories, and delighting with visuals and sound. When you put audience understanding first, every other choice falls into place.
No matter your industry or offer, your message is worth sharing. The next step? Map out your audience, sharpen your script, and experiment with visuals that break the mold. Give your brilliance the spotlight it deserves with an explainer video people won’t just watch, but remember.
