Most explainer videos fail for the same reason: they try to say everything. The ones that work share a handful of habits.
1. One message
Pick the single idea the viewer must remember. Everything else is a supporting detail or belongs in a different video.
2. The problem comes first
Viewers lean in when they recognize their own frustration on screen. Show the problem before you show the product.
3. Sixty to ninety seconds
Most explainers work best between 60 and 90 seconds. Shorter feels rushed, and longer starts to lose people.
4. A script read out loud
We read every script aloud before it’s approved. If it sounds like a brochure, it gets rewritten until it sounds like a person.
5. A clear next step
End with one action: book a demo, start a trial, or get in touch. Give the viewer a reason to act now.
One video, one message, one next step.
