A good explainer video is more than just a pretty clip with animations. It informs, convinces, stays in mind – and prompts people to take action. But what exactly does it take for an explainer video to achieve this effect?
This checklist shows what companies and marketing managers should look out for when planning or commissioning an explainer video. Whether start-up, mid-sized company or corporation: keeping these points in mind lays the foundation for a successful project.
Clear goal in sight
What should the video achieve?
A good explainer video always has a concrete goal:
- Should a product be explained?
- Should potential customers be convinced?
- Is it about internal onboarding or training?
Without a clear goal, production goes nowhere. At the beginning, define who the video should address and what the target audience should do after watching it.
Focus on the target audience
A good video doesn't address “everyone”, but the right people .
What questions does your target audience have? What language do they understand? What tone is appropriate – factual or emotional, casual or formal?
An explainer video that directly “picks up” its viewers creates an immediate connection – and is much more effective than a video made for everyone and no one.
A simple, understandable story
The more complex the topic, the clearer the structure must be.
A good explainer video follows a logical structure:
- Problem – What is the need or challenge?
- Solution – How does the product or service help?
- Call-to-action – What happens next?
Avoid jargon and overloaded content. Less is more – especially for videos under 2 minutes.
Strong script = strong video
The script is the foundation. It determines the tone, pace, and impact of the entire video.
A good script is short, clear, and has rhythm. It combines information with emotion, gets to the core – and sounds natural.
Tip: Reading aloud helpsto test the flow of language.
Professional visualisation
Whether animated or live-action – the visual execution must match the topic and the brand.
- uses a consistent design
- visually supports the story instead of distracting
- remains clear, memorable, and high-quality
Also important is the recognition value: colours, icons, or style should harmonise with the brand world.
Voiceover and music with impact
The voice in the video significantly contributes to the mood. It should…
- suit the target audience (e.g., young & dynamic or serious & calm)
- sound easy to understand and likeable
- ideally be native-speaking or accent-free
Music and sound effects also support the message – subtly, but noticeably. They create atmosphere, build tension, or emphasise emotions.
Don't forget the call to action
What should happen after the video?
A clearly formulated call to action is crucial:
- Buy now
- Request a demo
- Get in touch
- Find out more
Without a CTA, even the most beautiful video remains ineffective. Make it easy for viewers to take the next step.
Optimisation for the distribution channel
A video for LinkedIn works differently from a video for a website or an exhibition stand.
Pay attention to:
- Format (e.g., 16:9 for YouTube, 1:1 or 9:16 for social media)
- Subtitles (important for silent playback)
- Thumbnails and video titles (especially for YouTube & co.)
A good service provider helps to create suitable versions for each channel – without reinventing the wheel.
Conclusion: A great explainer video is created with clarity, strategy, and sensitivity
It's not just about beautiful animations – but about conveying the right message to the right target audience in the right way .
With this checklist, you are well prepared to develop an explainer video with an agency that not only informs – but inspires and moves.
