Explainer Videos Fail: Common Mistakes and How to Avoid Them

Creating effective explainer videos is a key strategy for businesses, but many fail to meet the expectations set by their creators. This article provides insights from creating over 100 explainer videos for B2B clients, highlighting common pitfalls and offering advice to ensure your videos make a positive impact.

1. Overreliance on On-Screen Text

One of the biggest pitfalls in creating explainer videos is relying too heavily on on-screen text. This can cause viewers to tune out, especially if the text is wordy or presented in dense blocks. Visuals should complement narration, not compete with it.

Using hard-to-read fonts or colors can also frustrate viewers. Make sure the text is not only readable but also enhances the visual appeal of the video. Avoid relying too much on text as it can disrupt the flow and reduce the overall effectiveness of the video.

2. Failing to Utilize Video Mediums Strengths

Explainer videos are a powerful medium due to their visual nature. However, if you fail to utilize this strength by avoiding overly complex text or poorly coordinated visuals, you may fail to engage your audience. Ensure your visuals and text support each other to maintain viewer interest.

For example, avoiding repetition and ensuring that visuals align with the script can significantly improve the viewer experience. While text on screen should complement narration, avoid redundant or distracting text that can be confusing or detract from the overall message.

3. Poor Visual Choices

The choice of visuals in your explainer video is crucial. Over-relying on boring stock images or generic visuals, or using unprofessional clipart, can make your video less engaging. Similarly, using distracting templates with odd text animations can detract from the message.

Be sure to select visuals that are in line with your brand and resonate with your target audience. Ensure that your visuals and text are well-coordinated and that they convey the right message. Overloading the screen with unnecessary graphics and text can overwhelm viewers and disrupt the flow of the video.

4. Weak Call-to-Action (CTA) Strategy

A poorly executed CTA can ruin the purpose of your explainer video. Viewers need clear instructions on how to proceed after watching the video. Here are a few key elements to ensure your CTA is effective:

No Direction for Sales Inquiries: Make it easy for viewers to contact your sales team. Include phone numbers, email addresses, and live chat options directly in the video or in a clear call-to-action at the end. Free Trials Left Unmentioned: Promote free trials to allow viewers to test your product before committing. Neglecting this can significantly impact the funnel from video view to trial sign-up. Forgot to Highlight Promo Offers: Inform viewers about discounts, coupons, and other promotional offers. These incentives can help overcome sales objections and encourage sign-ups or purchases. Website Calls-to-Action Absent: Always direct viewers to your website for further exploration. This increases site traffic from those who viewed the video and drives potential leads to discover your offerings.

In conclusion, creating an effective explainer video involves more than just good scripting. Pay careful attention to visual elements, text placement, and call-to-action strategies to ensure your video not only grabs attention but also drives action. By avoiding these common mistakes, you can significantly enhance the effectiveness of your explainer videos and achieve better SEO optimization.