What you’ll learn
- The problem → solution → how-it-works → CTA explainer structure
- How to keep it under two minutes and crystal clear
- When to use an avatar and voiceover
- How to make it accessible with captions
What an explainer needs to do
An explainer has one job: make a single idea obvious, fast. If a viewer comes away understanding what it is, why it matters, and what to do next, it worked — everything else is decoration.
The explainer structure
Follow a proven flow.
- 1Hook the problem your viewer feels.
- 2Introduce the solution.
- 3Show how it works in a few simple steps.
- 4End with a clear call to action.
Keep it short and concrete
Aim for under 90–120 seconds. Use concrete examples instead of jargon — show the thing happening rather than describing it abstractly. Every sentence you cut makes the ones that remain land harder.
Presenter or no presenter
An avatar adds a human, trustworthy feel that suits onboarding and announcements. For pure product walkthroughs, on-screen visuals with a voiceover can be clearer. Choose based on whether a face helps or distracts from what you’re showing.
Make it accessible
Always caption an explainer. Many people watch on mute, and captions also help non-native speakers and accessibility. Clear captions often do more for comprehension than the narration itself.
Reuse it everywhere
A good explainer is reusable infrastructure: embed it on your landing page, use it in onboarding emails, cut a short version for ads, and link it from support. Make it once, deploy it in many places.
Quick tips
- Explain one idea only — split anything bigger into multiple videos.
- Keep it under two minutes.
- Use concrete examples instead of jargon.
- Caption it — many watch on mute.
- End with a single strong CTA.
Frequently asked questions
How long should an explainer be?
Under 90–120 seconds is ideal; shorter is usually better.
Do I need an avatar?
Not always — avatars build trust for onboarding, but visuals with a voiceover can be clearer for walkthroughs.
How do I make it clear?
One idea, concrete examples, and a tight structure — problem, solution, how it works, CTA.
Where should I use it?
Landing pages, onboarding, ads and support all benefit from the same explainer.
Can AI write the script?
Yes — describe the idea and the agent drafts a script you can refine.
