Explainer videos are everywhere—and for good reason. When done right, they’re one of the most effective tools for communicating complex ideas quickly, clearly, and persuasively. But not all explainer videos are created equal. Some convert. Some confuse. Some go viral. Others get ignored.
So, how do you ensure your video lands on the right side of that divide?
This is your guide to best practices for better explainer videos, designed to help you craft content that grabs attention, builds trust, and drives action—whether you’re selling a product, onboarding users, or simply explaining a new idea.
What Makes Explainer Videos So Effective?
Before we dive into the best practices, it helps to understand why explainer videos are such a powerful asset.
- They simplify complexity. Instead of paragraphs of copy or dense presentations, a one-minute video can break down even the most technical topic.
- They engage multiple senses. With visuals, narration, music, and motion, explainer videos hold attention far better than text alone.
- They boost conversions. Studies show that landing pages with videos convert up to 80% better.
- They’re versatile. From websites to emails to social media and trade shows, one explainer video can serve multiple roles across your marketing funnel.
Now let’s get into how to create one that actually works.
1. Start With the Right Script
No amount of animation can save a bad script. If there’s one takeaway from this guide to best practices for better explainer videos, it’s this: the script is everything.
Here’s what your script should include:
- A clear problem. Start by addressing the pain point your audience is facing.
- Your solution. Introduce your product or service as the hero.
- How it works. Keep it brief and focused—highlight the “aha” moment.
- The benefit. Shift from features to outcomes. What does your solution help the viewer do?
- A strong CTA. Tell them exactly what to do next.
Pro tip: Write your script like a conversation, not a pitch. Use natural, friendly language and keep it under 150 words per minute of runtime.
2. Know Your Audience
You can’t explain something well if you don’t know who you’re talking to. One of the top best practices for better explainer videos is audience clarity.
Ask yourself:
- What is their level of familiarity with your product or topic?
- What are they struggling with?
- What tone of voice will resonate—funny, professional, empathetic?
Understanding your viewer’s mindset shapes everything: your visuals, your voiceover, your pacing, and your messaging.
3. Keep It Short and Sweet
The best explainer videos are brief but powerful. Aim for 60 to 90 seconds—enough time to make your point without testing attention spans.
If you’re tempted to go longer, ask yourself: Is this critical, or just nice to have? Every second must earn its place.
Remember, this is your guide to best practices for better explainer videos, not product demos or training videos. Think highlight reel, not full-length film.
4. Focus on Benefits, Not Features
It’s easy to get caught up in the cool features your product offers. But features don’t sell—outcomes do.
For example:
- Instead of: “Our app has a customizable dashboard”
- Say: “You get everything you need, all in one place, the way you want it”
Always ask: Why does this feature matter to my audience?
5. Use Visuals That Reinforce the Message
Animation, motion graphics, or live-action—whatever your style, your visuals should clarify, not clutter.
Best practices include:
- Using animation to simplify abstract concepts
- Showing real-world use cases through characters or examples
- Syncing visuals tightly with your voiceover
Avoid overly complex designs or animations that distract from your core message. Clean, clear, and intentional visuals win every time.
6. Nail the Voiceover
A great voiceover adds personality and professionalism. A bad one makes viewers click away.
When recording:
- Choose a voice that matches your brand (warm, confident, playful, etc.)
- Prioritize clarity and pacing
- Avoid robotic tones or overly salesy inflection
Hiring a professional voice actor or using high-quality AI voices can elevate the final product dramatically.
7. Invest in Quality Audio and Music
Many first-time creators focus on the visuals but neglect the audio. Don’t make that mistake.
Crisp audio and the right background music can take your video from average to excellent. Use music to enhance tone—upbeat for energy, soft for sincerity, etc.—but make sure it never overpowers the narration.
And always use royalty-free or properly licensed audio tracks.
8. Include Captions
In a mobile-first world, many viewers watch videos without sound. That’s why captions are a must.
Captions:
- Make your content accessible to all
- Improve viewer retention
- Boost SEO when embedded properly on your site
As part of this guide to best practices for better explainer videos, consider captions non-negotiable.
9. Test and Optimize
Once your explainer video is live, your work isn’t done. Watch how it performs.
Track:
- View duration
- Click-through rates (CTRs)
- Conversion rates
- Drop-off points
Test different thumbnails, CTAs, or even script versions if results are lagging. The best-performing explainer videos evolve with feedback.
10. Repurpose and Distribute Everywhere
You’ve invested time and resources into your explainer—don’t just bury it on your homepage.
Use it:
- In email campaigns
- On social media
- During sales pitches
- On product pages
- In customer support portals
You can even cut the video into bite-sized clips for ads or reels. Repurposing is one of the best ways to extend value.
Final Thoughts
There’s a reason explainer videos continue to dominate marketing: they work. But making one that truly connects and converts takes more than flashy animation. It takes strategy, story, and structure.
We hope your guide to best practices for better explainer videos helps you approach your next project with confidence and clarity. Whether you’re explaining a product, pitching a new idea, or onboarding users, follow these principles and you’ll be on your way to video success.
Need help turning your idea into a high-converting explainer?
That’s what we do. From script to screen, we’ll help you craft a video that’s clear, compelling, and uniquely you.
Contact Rip Media Group today and let’s bring your message to life.
