Explainer videos have become one of the most widely used tools in business marketing — and for good reason. According to G2, 98% of viewers watch explainer videos to learn about a product or service. But not all explainer videos are created equal. Here is what separates the ones that genuinely work from the ones that get skipped after three seconds.
of video marketers use explainer videos — making it the second most popular video format overall, behind only social media content.
The best explainer videos do one thing well. Not three things adequately — one thing brilliantly. Before any production begins, you should be able to complete this sentence: "After watching this video, I want the viewer to..." If you can't, the video isn't ready to be made yet.
The script is the most important element of any explainer video. A mediocre animation with a great script will outperform a stunning one with a weak script almost every time. The script should open with a hook within the first five seconds, establish the viewer's problem, introduce the solution, and end with a clear call to action. If you haven't already, read our guide on how to write a great video script.
Motion graphics work brilliantly for software, processes, and abstract concepts. Character animation adds personality and warmth. Live-action style content — using stock footage or your own footage — builds trust and authenticity. The style should serve the message and the audience, not the other way around. Read our comparison of animated video vs live-action style content to explore the options.
Voiceover quality is one of the most noticeable differences between a professional explainer video and an amateur one. The right voice — matched to your brand tone, your audience, and your message — adds credibility and keeps viewers watching. The wrong voice, or a poorly recorded one, undermines everything else. At Spiritus Design, professional voiceover is included as standard.
Most effective explainer videos run between 60 and 90 seconds. Research from Wistia shows that videos lasting 90 seconds or less have a 50% viewer retention rate — making this the sweet spot for most business content. Beyond 2 minutes, drop-off rates increase sharply — unless the content is genuinely complex and the viewer is already highly engaged.
Every explainer video should end with a single, clear instruction. Visit the website. Book a call. Start a free trial. Not three options — one. The call to action should feel like the natural next step after watching, not an afterthought bolted on at the end.
Understanding what goes wrong is just as useful as understanding what goes right. The most common problems are:
potential uplift in landing page conversion rates when an explainer video is included — making it one of the highest-return investments in digital marketing.
Before signing off on any explainer video, ask yourself:
If the answer to any of these is no, it is worth going back to revision before publishing. A mediocre video on your homepage does more damage than no video at all.
Thinking about commissioning an explainer video? Read our guide on how much an explainer video costs in the UK, then get in touch with a rough brief. We'll tell you honestly what we can achieve within your budget.
A good explainer video should include: a clear goal, a strong script written for the ear, the right animation style for your audience, professional voiceover, an appropriate length (usually 60–90 seconds), and a direct call to action.
Most effective explainer videos run between 60 and 90 seconds. Research from Wistia shows that videos lasting 90 seconds or less have a 50% viewer retention rate — making this the sweet spot for most business content. Beyond 2 minutes, drop-off rates increase sharply.
The most common problems are: a weak or unfocused script, poor voiceover quality, trying to cover too many points, no clear call to action, and a mismatch between the animation style and the intended audience.
Animation is generally better for complex, abstract, or digital products. Live-action style content — using stock footage or your own footage — works better when human connection and authenticity are central to your message. Many effective videos combine both approaches.
Yes — voiceover quality is one of the most noticeable differences between a professional and an amateur explainer video. The right voice adds credibility and keeps viewers watching. The wrong voice, or a poorly recorded one, undermines everything else.
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