How to Create An Effective Explainer Videos For Digital Audience

Explainer videos are meant to simplify ideas, yet many end up doing the opposite. They become too long, overly complicated, or filled with unnecessary elements. Companies often invest heavily in production, animation, music, and voiceover, only to produce a video that fails to make an impact. The truth is that an effective explainer video isn’t defined by how polished it looks, but by how clearly it communicates its message.

A great explainer video isn’t about how polished it looks, but how clearly it speaks. And if you want to see what good looks like, have a look at DreamingFish animation. They know how to tell a story without shouting about it.

1. Trying to Tell Everything at Once

Many brands attempt to include every detail—features, values, team culture, and more. This usually results in a 90-second overload of information that audiences cannot follow.

Focus on one core message. If the video had to fit on a sticky note, what would it say? Center the video around that single idea.

2. Starting Without a Hook

The first few seconds determine whether viewers stay or leave. Opening with a logo animation or a generic introduction often loses attention immediately.

Begin with a relatable problem, question, or frustration—something that makes viewers think, “Yes, that’s exactly my issue.” Then guide them toward the solution.

3. Overusing Visuals

Animation can be engaging, but too many transitions, icons, or characters create chaos. Instead of looking creative, the video ends up feeling overwhelming.

Clean, purposeful visuals work best. Every frame should support the story. If removing certain movements doesn’t affect understanding, simplify.

4. A Script That Sounds Like a Committee Wrote It

Buzzwords, clichés, and overly formal language make videos feel unnatural. This usually happens when too many people revise the script.

Have one skilled writer craft the script in a natural, conversational tone. Gather feedback, but avoid polishing it to the point where it loses authenticity.

5. Using Internal Jargon

Companies often rely on technical terms that viewers would never use.

If your audience wouldn’t say those words, rewrite them. Focus on outcomes rather than internal terminology. Talk about results instead of features.

6. Poor Pacing

Some videos move too slowly, while others rush through information. Both extremes make viewers disengage.

Effective pacing mirrors natural conversation—clear points, comfortable pauses, and moments to absorb information. Silence can be just as powerful as dialogue.

7. Mismatched Voiceover and Visuals

When the narration and visuals don’t align, viewers struggle to follow the message.

Storyboard with the script in mind. Each visual should reinforce the words. If you can turn off the sound and the story still makes sense, the timing is working.

8. Forgetting the “So What?”

Some videos end without a clear next step, leaving the viewer uncertain about what to do.

Always include a simple call to action—whether it’s to learn more, sign up, or explore the product.

9. Using Generic Visuals

Stock graphics and generic characters often look bland and forgettable.

You don’t need high-end animation; you just need something unique to your brand—colors, tone, or style. Authenticity resonates more than perfection.

10. Skipping Real-World Testing

Assuming that viewers will understand the video just because the team does is a common mistake.

Test the video with people unfamiliar with your product. Ask them what they understood. If they hesitate or misunderstand, refine the content.

• A Simple Checklist Before Publishing
• One clear idea behind the script
• A natural, human tone
• Visuals that clarify rather than distract
• Voiceover that aligns with the story
• A clear call to action
• Tested with people outside the brand

The Bottom Line

A strong explainer video doesn’t aim to impress—it aims to connect. It should feel like a person clearly explaining how something works and why it matters. Keep it simple, honest, and human, and you’ll create something viewers actually care about.