7 Costly Mistakes When Making Explainer Videos

Explainer Videos are 30-second advertisements that are designed to explain a product, a service, or a business. Buyers understand advertisements.

Buyers are familiar with and receptive to advertisements, particularly in video format. Advertisements are quick. Advertisements work. Hence, your business will significantly benefit from the clarity and engagement provided by an explainer video.

Explainer Videos are a must-have if you want your company to get better visibility and conversions.  These short videos allow buyers to swiftly gauge their interest in your company, product, or service.

While many companies specialize in developing effective explainer videos, it’s crucial to avoid common mistakes that could impede conversions.

These errors are prevalent across businesses of all sizes. Here are some pitfalls to watch out for.

There are many companies that develop explainer videos, and when done the right way, they can be quite effective for delivering your message and increasing conversions.

However, some common errors have the potential to impact conversions, and may affect any businesses of any size. Here are some key pitfalls to be aware of.

7 Costly Mistakes When Making Explainer Videos

Mistake #1. There is no compelling reason to play the video.   What’s the motivation for your buyer to engage with your video? Numerous websites feature videos that go unwatched for various reasons: the preference for a quicker read, the perception of the video being dull, appearing lengthy and tedious, or coming across as too salesy.

My advise: Get back to the basics.  To encourage prospective buyers to engage with the explainervideo, it’s imperative to provide a compelling reason.

And here are proven ways to encourage website visitors to click on any explainer video.

1. The static page should exude visual appeal and present a strong rationale for hitting the play button.
2. Instead of merely relying on a generic click icon or play button, strive to craft a compelling headline that surrounds the engaging static page.
3. Use words that sell.

These ensure that the viewer is not just prompted to play the video but is genuinely enticed by the content.

Mistake #2.  Excessive Length.  Nothing sends a buyer running away faster than a long video.  Your explainer videos need to be as short as possible to get them to play them.

It may appear cleverly crafted at first, then, it becomes frustrating when drawn in for 20 minutes only to realize you’ve wasted your time.

As always, efficiency is key–-the faster you deliver your message, the better. While showcasing features and benefits or using cute animations is appealing, remember that the time to convey your story is limited.

MAKE every second COUNT.

Mistake #3.  Absence of a Compelling Story. Features and benefits alone DO NOT seal the deal. Crafting a story isn’t about concocting a fairy tale; it’s about revealing how your business, product, or service can enhance the lives of your buyers.

Understanding that people make emotional purchases, your story should evoke a connection.

Avoid talking down to your buyer or dictating their thoughts.

I’ve come across many explainer videos that kick off with lines like: “You’re a busy entrepreneur.”  I’m already feeling hesitant, wondering how you could possibly know what I do.

“You know hassle, he’s that guy you don’t like”.  (I don’t know hassle, I know I don’t want to know him, I just want to know what your product does).

Storytelling for an Explainer video is about the problem you solve. That’s it.

Mistake #4. Overspending on high-quality explainer videos. An explainer video can cost hundreds of dollars to tens of thousands of dollars.

Unfortunately, it doesn’t matter the type or amount of money you spend; it only matters whether the video converts.

A compelling story with great graphics, and conversions is the basic criteria for a good explainer video.

• There are many types of explainer videos–animation, live, whiteboard, testimonial, to name a few.  Which is the best? Well, you guessed it correctly–it’s the one that connects with your buyer.
• How much should you spend on an explainer video? I would recommend spending enough to make your business, product, or service look great and convert. Then, consider creating multiple videos and engaging in continuous testing to optimize conversion rates.

Mistake #5: Not Tailoring Videos to Connect with the Target Audience

There are various types of explainer videos, from animation to live, and whiteboard. The most effective one is the one that connects best with your specific audience.

Mistake #6: Ignoring the Importance of Initial Seconds

Wasting precious seconds on introductions or cute elements can be detrimental. Grab your audience’s attention within the first 10 seconds, avoiding unnecessary delays in conveying your message.

Mistake #7: Competing with Yourself for Attention

First impressions matter. Don’t wait too long to have your message sent across your intended audience (and that should be within the first three (3) seconds. Make sure to provide value and engage your audience as well. Keep in mind that you’re competing with yourself for attention, and a compelling first impression is crucial for the entire explainer video journey.

Remember, you are competing with YOURSELF. You won’t have another opportunity to create a first impression, especially when it comes to the start of your explainer video. If you’re fortunate enough that viewers watch the entire video, you might have a chance to convert them.

When we talk about explainer videos, precision is power. Avoiding these costly mistakes ensures that your message resonates, captivates, and converts. Craft a compelling story, keep it brief, and captivate your audience from the first second.

Remember, you’re not just making a video; you’re shaping an experience that leaves a lasting impression. Armed with the knowledge to sidestep these pitfalls, go ahead and create explainer videos that not only capture attention but propel your brand towards unrivaled success. It’s time to turn potential viewers into enthusiastic customers–make every second count!

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