Is your explainer video not getting the results you had hoped for? Maybe you send it to prospects, and they still have no idea what you do or how you can help them. It can be hard to narrow down exactly what went wrong. Maybe it was too long, the copy was too vague, or the initial goal was too unrealistic for one video. Sometimes, it was our client's first time making a video, so they were new to the process, and the studio they were working with was trying to rush the process.
This doesn’t mean all videos are hopeless. The point of an explainer video is to educate and excite the viewer about a topic. We wrote this guide to cover some common issues that arise when creating videos and ways to avoid them, whether you feel like your current video just isn’t working or you’re planning on getting your first explainer video
5 Common Reasons Explainer Videos Fail
1. Undefined goals
One of the first questions we ask clients is usually why do they want a video? Do they want to drive more sales, website traffic, more qualified sales calls, make onboarding smoother, announce a new product, etc? The desired outcome should be driving story and visuals in the video. We also ask what do they plan on doing with the video. Maybe it’s going to live on their homepage, a specific landing page, or trade show displays.
Not having a defined reason for making the video will make it difficult to finalize the script. Before engaging with a studio, knowing the customer personas you want to speak to, and what you want them to do or feel after watching the video are two of the most important things to consider.
When you’re ready to plan your next explainer video, we created the Explainer Video Planning Toolkit that can download for free when signing up for our mailing list. It’s loaded with questions and resources to help you plan either your next video or your first one.
2. Low-quality visuals
This is usually more of a problem when businesses try to go the DIY route. Think about the 5-10 minute long screen recordings with someone talking into their laptop mic about a piece of software or the cookie-cutter character explainer videos where the visuals don’t really match the narration or connect to the story. None of that is going to get a customer interested in your product.
When you work with a studio like Purely Imagined, we craft the visuals around the script and your branding. We’ll pull from existing assets like your logo, Figma, and CAD files whenever possible. Our team will get your approval on the storyboard before we move into the animation phase.
3. No distribution plan for the completed video
You can have the best explainer video in the world, but it will never convert if it gets posted once to social media and never used again or buried at the bottom of a service page on your website. Make sure your sales, marketing, and web design teams have some input on the creation and are ready to implement the video.
Cannatrol is an example of a client who had a great idea of driving website visitors to the product page that had their explainer video by tying in a banner just below the heading. The banner's design and copy matched the theme of the video. This also went along with the social media advertising they did with the video.
Cannatrol's explainer video educates the viewer on water activity and reinforces how Vaportrol technology produces superior drying and curing conditions compared to traditional methods. Check it out below!
4. Too long with bad writing
Most people are not going to sit through a video that’s over a couple minutes. At that point, you’re probably being too technical or in depth. Give the viewer your value proposition as soon as possible, then reinforce it as the video goes on. A longer video can make sense sometimes, like if you’re talking to a very specific buyer about a very specific product or workflow relevant to their business, but in most cases, it’s best to remove a few things from the script.
Many brands find it difficult to hand off the writing to someone outside the business, however that third party perspective can help narrow down the most important information and the best way to say it to someone who isn’t an expert. Never assume the viewer is also an expert on the topic.
5. Chose the wrong studio
We’ve heard plenty of horror stories about completed explainer videos not being delivered because of surprise added costs or animators disappearing for months after collecting the full payment upfront and returning with a video that looked nothing like what was discussed.
It’s important to make sure the animation studio you’re choosing is right for you. Ask them about their process and payment structure. Look for past client testimonials, case studies, and clients they’ve worked with. Don’t be afraid to ask for more information or examples of work related to your industry. Ensure you have more than one way to communicate with the project manager for your video. If you’re working on a tight timeline like a product launch or expo, it might be hard to get all of this info; however, that’s when it’s even more important to make sure you are working with a reliable studio that can deliver a quality product on a tight timeline.
Create your next explainer video with Purely Imagined
If you’re getting ready to make an explainer video, contact our team at Purely Imagined. We handle the full production process of screenwriting, hiring a voice actor, design and animation. Are you in a rush? Our team works fast without sacrificing quality. We’re also here down the road when you need updates to your video. You can fill out the form on our website or schedule a call with our team for a free quote.
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