
Your explainer video is out in the world, doing… nothing. No one’s watching it. No one’s sharing it. And no one’s buying what you’re selling.
Explainer videos are tricky. When they’re good, they’re really good. When they’re bad, they’re a waste of pixels. Let’s figure out why yours isn’t working—and how to fix it.
The Problem with Most Explainer Videos
Most explainer videos are boring. They’re too long, too vague, or too focused on features instead of benefits. In a world where attention spans are shorter than a goldfish’s, boring doesn’t cut it.
Here’s what’s probably going wrong with yours:
It’s all about you, not your audience: If your video spends the first 30 seconds talking about how great your company is, you’ve already lost them.
It’s unclear: If your audience can’t figure out what you’re offering within the first 10 seconds, they’re moving on.
It’s forgettable: If your video doesn’t have a hook—something that grabs attention and sticks in their mind—it’s just noise.
Your explainer video isn’t a sales pitch. It’s a story. And if it’s not telling the right story, it’s not working.
How to Fix Your Explainer Video (and Make It Actually Work)
Turn your explainer video from a dud into a masterpiece:
Start with a Hook:The first 5 seconds are everything. Start with a question, a surprising stat, or a relatable problem. For example, instead of saying, “We’re a leading software company,” try, “Tired of wasting hours on manual tasks? We were too.”
Focus on the Problem, Not the Product:Your audience doesn’t care about your product—they care about how it solves their problem. Spend the first half of your video talking about their pain points, not your features.
Keep It Short and Sweet:The ideal explainer video is 60–90 seconds. If it’s longer, you’d better have a darn good reason. Cut the fluff and get to the point.
Show, Don’t Tell:Use visuals to explain your product, not just words. Animation, screen recordings, or live-action demos can make your message clearer and more engaging.
End with a Call to Action:Don’t leave your audience hanging. Tell them exactly what to do next—whether it’s visiting your website, signing up for a free trial, or contacting your team.
A great explainer video doesn’t just explain—it engages, inspires, and drives action.
When It’s Time to Start Over (and How to Do It Right)
Sometimes, fixing your explainer video isn’t enough. Sometimes, you need to start from scratch. Here’s how to know if it’s time for a do-over:
Your video is more than a year old (and looks like it).
Your messaging or branding has changed.
You’re not seeing any ROI from your current video.
If any of these sound familiar, it’s time to hit reset. Starting over doesn’t mean repeating the same mistakes.
Audit Your Old Video: Figure out what didn’t work. Was it the pacing? The messaging? The visuals? Use analytics and feedback to identify the weak spots.
Revisit Your Audience: Your audience’s needs and preferences might have changed. Do some research to make sure your new video speaks directly to them.
Invest in Quality: If your last video was DIY or done on a shoestring budget, it might be time to level up. High-quality visuals, sound, and editing can make all the difference.
Test and Iterate: Don’t just launch your new video and hope for the best. Test it with a small audience, gather feedback, and tweak it until it’s perfect.
Starting over can feel daunting, but it’s also an opportunity to create something truly impactful. And when you get it right, the results are worth it.
Your explainer video shouldn’t be an afterthought. It should be a cornerstone of your marketing strategy—a tool that educates, engages, and converts. If your current video isn’t working, don’t panic. The solution isn’t to give up on video; it’s to do video right.
Whether you’re fixing your existing video or starting from scratch, the key is to focus on your audience. Tell their story, solve their problem, and give them a reason to care. When you do that, your explainer video won’t just explain—it’ll inspire.
---
Raised Media Co. is a NYC-based video production and commercial photography company. Specializing in creating stunning visuals for brands ready to evolve, no matter where their audience goes.
Comments