Explainer videos are a powerful tool for conveying complex information in an engaging and digestible format. They offer the perfect blend of clarity and creativity, making them a preferred choice for businesses aiming to communicate their messages effectively.
In fact, 98% of people have watched an explainer video to learn more about a product or service (Wyzowl Video Marketing Statistics).
However, certain pitfalls can undermine their effectiveness and overshadow their potential. This article outlines the top 10 mistakes to avoid when creating explainer videos to ensure they resonate with your audience and achieve your desired outcomes.
1. Neglecting the Script
A well-crafted script is the backbone of any successful explainer video. It’s where the magic starts, setting the stage for how your message will unfold. Skipping this crucial step can lead to a disjointed and confusing narrative that fails to deliver your message effectively. Invest time in writing a clear, concise script that outlines the problem, presents the solution, and concludes with a compelling call to action. The script should encapsulate your message in a way that is both entertaining and educational, guiding the viewer seamlessly through the content.
Our experience: At Wyzowl, we dedicate a significant portion of our production process to script development. A robust script not only aligns with business goals but also ensures the message is delivered in a coherent and captivating manner. The script acts as a guiding light, ensuring all creative elements stay true to the underlying narrative.
2. Ignoring the Target Audience
Understanding your audience’s preferences, pain points, and interests is crucial in the creation of an effective explainer video. Tailoring your content to align with the target audience’s expectations can spell the difference between engagement and indifference.
When asked how they’d like to learn about a product or service, 78% say they’d most like to watch a short video (Wyzowl Video Marketing Statistics). Failing to do so can result in a disconnect, rendering your explainer video less effective.
Our insight: One of our guiding principles is audience-centric video design. Successful explainer videos speak directly to viewers, addressing their concerns and offering solutions that meet their needs. The more tailored the message, the more profound the impact.
3. Overcomplicating the Message
In the world of explainer videos, simplicity is king. While it might be tempting to pack as much information as possible into a short video, overloading content can overwhelm viewers.
The goal should be to focus on one core message and present it clearly to maintain engagement. 99% of video marketers say video has helped to increase user understanding of their product or service (Wyzowl Video Marketing Statistics), which underscores the importance of delivering content that is both clear and high-quality.
Our experience: We’ve found that focusing on a singular, clear message results in higher engagement and better retention. By continuously refining and narrowing down the message, we ensure viewers can easily comprehend and remember what you’ve communicated.
4. Producing Lengthy Videos
In an era where attention spans are dwindling, producing lengthy explainer videos can deter viewers. The longer your video, the greater the risk of viewers losing interest before your message has been delivered.
Most people (73%) believe videos between 30 seconds and 2 minutes are most effective (Wyzowl Video Marketing Statistics). This stat can guide the ideal length for an explainer video to keep audience engagement high.
Our insight: We’ve discovered through numerous projects that concise videos with direct messaging perform far better. By concentrating on key points and avoiding unnecessary details, we create videos that respect the viewer’s time and maximize impact.
5. Skipping the Storytelling Element
Storytelling is at the heart of human communication and a compelling story adds flow and context to your message.
Without a narrative structure, viewers may struggle to connect emotionally with the content. Incorporate a simple storyline that introduces a problem, presents your solution, and concludes with a positive outcome.
Our experience: Stories are powerful connectors. Through storytelling, we’ve helped brands resonate deeply with their audience on an emotional level, offering a scene in which viewers see themselves. It’s this relatability that turns passive watching into active engagement.
6. Compromising on Audio and Visual Quality
In explainer videos, the quality of visuals and audio can significantly impact perceived professionalism. Low-quality visuals and audio can diminish the professional appeal and credibility of your video.
91% of consumers say video quality impacts their trust in a brand (Wyzowl Video Marketing Statistics), so investing in high-quality animation, clear visuals, and crisp audio is essential to enhance credibility and engagement.
Our insight: Our commitment to high-quality production is unwavering. We understand that every visual and auditory element must reflect the excellence of the brand. Cutting corners compromises trust, and with it, the video’s effectiveness.
7. Overusing Animations
Animations are a fantastic way to enhance engagement, but overusing them can distract from your message.
The key is to use animations purposefully to support your narrative without overwhelming the viewer. The challenge lies in finding the right balance between engaging animation and the core message you want to deliver.
Our experience: We’ve learned that animation, when used judiciously, transforms complexity into clarity. It can visualize abstract concepts and increase understanding, but it’s always used to serve, never overshadow, the central message.
8. Forgetting the Call to Action (CTA)
A strong call to action (CTA) is critical as it guides viewers on the next steps to take after watching your video. Whether it’s visiting your website, signing up for a service, or making a purchase, your CTA must be clear and compelling.
Explainer videos can increase conversion rates by up to 20% (gitnux.org). A well-placed CTA can transform passive viewers into active participants, driving them to take desired actions.
Our insight: We have witnessed the pivotal role a well-crafted CTA plays in driving engagement and conversions. It’s the critical link between interest and action, expertly bridging the two within your video’s narrative.
9. Disregarding Branding
Your explainer video should reflect your brand’s identity. Incorporating your brand’s colors, logos, and tone reinforces brand recognition and trust. Branding adds a unique stamp that allows viewers to instantly connect the video back to your company, enhancing their overall brand experience.
Our experience: Consistency in branding throughout your video is crucial. At Wyzowl, we ensure that every video we produce meshes seamlessly with existing brand collateral. This unified approach not only strengthens brand perception but also reinforces client trust and loyalty.
10. Not Testing Before Launch
Failing to test your video before launch can result in overlooked errors that can detract from its impact. Testing provides an opportunity to gather feedback from a diverse group to identify and rectify issues, ensuring your video resonates with your audience.
Our insight: We’ve seen first-hand the value of feedback sessions in revealing potential issues. They serve as the final polish, clearing the path for a smooth launch of a successful video.
Conclusion
Avoiding these common mistakes can significantly enhance the effectiveness of your explainer videos. By focusing on a clear script, understanding your audience, maintaining simplicity, and ensuring high production quality, you can create compelling videos that effectively convey your message and drive desired actions.
As an experienced agency with over 4,000 videos created for more than 2,000 companies globally, we understand the intricacies involved in crafting impactful explainer videos. By following these guidelines, you can harness the full potential of explainer videos to engage, inform, and convert your audience effectively.
