Want to commission an explainer video, or check whether an existing one is actually good? You don’t need theory, you need a clear checklist. Here are the 12 characteristics that truly make the difference.
1. Focus on What Matters
An explainer video explains one thing. Not five. That sounds simple, but it’s the most common challenge: companies want to pack too much into a single video. The result? The audience loses the thread and clicks away.
Before you start, answer this one question: What should someone understand, feel, or do after watching the video? Everything beyond that doesn’t belong in it.
2. Strong Storytelling
Facts tell, stories sell — this is especially true for explainer videos. A good video shows the problem first, then the solution. The audience recognises itself, gets curious, and stays engaged.
The recipe is simple: Protagonist → Problem → Solution → Transformation.
Sounds like Hollywood, but it works just as well for an insurance company or HR software. Find out more in our storytelling guide.
3. The Right Length
As short as possible, as long as necessary. In practice, that means:
- 60–90 seconds for a standard explainer video on a website
- 2–3 minutes when complex processes genuinely require it
- 15–20 seconds for social media teasers
Longer videos only work if every second has a reason to be there. Otherwise your call-to-action arrives too late.
4. Clear Language
No jargon, no convoluted sentences, no passive constructions. Write the way you’d explain something to a friend — not the way it reads in the company wiki.
Rule of thumb: if a 14-year-old doesn’t understand the script, it’s too complicated.
5. Audience First
A video for everyone is a video for no one. Before the concept is finalised, one thing must be clear: who is watching this video? What does that person already know? What do they need in order to act?
An explainer video for an IT decision-maker sounds different from one aimed at the end customer. Tone, language, style — everything follows from that answer. Check out our post on persona-based storytelling.
6. Visuals and Audio Tell the Same Story — Just Differently
A common mistake: the voiceover reads out what you can already see on screen. That’s wasted potential. Good visuals complement the spoken word. They show what words cannot.
In practice: if the narrator says “processes become faster,” the animation doesn’t show the text “faster” — it shows a visual image of speed. That’s how the message sticks.
7. Professional Voiceover
The voice is the face of the video. A poor voiceover ruins even the best animation. What matters isn’t just the recording quality, but the energy, rhythm, and authenticity of the voice.
Important: the voice must match the brand. A fintech startup sounds different from a cantonal bank. More on this in our post on voiceover for explainer videos.
8. Originality and Recognition Value
Your explainer video is also a brand ambassador. Colours, illustration style, music — all of it communicates who you are as a company. A generic template video does none of that.
This doesn’t mean it has to be expensive. But it does require a deliberate visual style that fits your brand and stands out from the competition.
9. Accessibility
A good explainer video reaches everyone — regardless of limitations. Subtitles are now standard, not a bonus. And there’s a practical benefit too: 85% of videos on social media are watched without sound.
Beyond that: sufficient contrast in visuals, no information conveyed by colour alone, clear typography. We explain how to make explainer videos truly accessible for everyone in our post on accessibility in explainer videos.
10. AI as a Tool — Used Wisely
AI is changing how explainer videos are produced. Voiceover generation, automatic subtitles, AI-assisted scripting these make certain steps faster and more affordable. But: AI cannot replace strategy, concept, or creative decision-making.
You can feel the difference. Videos that are 100% AI-generated often feel generic. The value lies in the combination: AI for efficiency, humans for creativity and brand voice. More on this in our post on AI storytelling.
11. Accuracy and Care
Especially for explanatory content in areas like insurance, finance, health, or law, factual accuracy is non-negotiable. A mistake in a video is harder to correct than a mistake on a website.
In concrete terms: expert review before production, clear approval processes in the brief, and a video concept that allows for updates.
12. A Clear Next Step
Every explainer video needs a call-to-action. Not as a box to tick at the end, but as the logical conclusion of the story. What should someone do now?
Book a demo, get in touch, learn more, download. You only ever need one step. Offer two or three CTAs and you’ll usually get no response at all.
The Bottom Line
A good explainer video is no accident. It’s the result of clear strategy, considered storytelling, and careful production. These 12 characteristics are your checklist, whether you’re evaluating, briefing, or commissioning a video.
Want to know if your explainer video meets these criteria? We’d be happy to take a look together.