Table of Contents
Why Templates Fail
The problem with templates is that they don’t evolve—they repeat. And repeat. And repeat. Think about it: the classic SaaS explainer video, with its ukulele-driven soundtrack, minimal character animation, and vague narration, feels less like innovation and more like a rinse-and-repeat formula. It may check the boxes of “explainer” or “polished,” but does it engage the customer? Rarely.
Take Dropbox, for example. They didn’t know they were making an “explainer video.” They simply wanted to create something that explained their product. That mindset—focusing on first principles—changed everything. Instead of asking, “What’s the format for an explainer video?” they started with:
- What are we trying to say?
- Who are we trying to say it to?
- What action do we want them to take?
From there, they arrived at a format that felt fresh, tailored, and highly effective for their audience at the time.
What SaaS Explainer Videos Are Missing
Traditional SaaS explainer videos have become dull because they follow rigid patterns that lack real value for the customer:
- Overuse of Animation: The audience sees a generic animated character, not the actual software in action. There’s no clear depiction of the problem being solved.
- Generic Scripts: These videos lean heavily on formality, jargon, and polished overviews instead of emotional resonance or relevance.
- Desktop-Centric UX: Most videos are tailored for 16×9 formats, with slow pacing and minimal adaptability for mobile-first platforms or social feeds.
These UX-driven videos were designed for websites, YouTube ads, or even TV—not for TikTok or Instagram, where the rules of engagement are different.
Why You Need Different Explainer Videos for Social Media
Social media thrives on content that is:
- Fast-Paced: You have seconds to grab attention. Slow animations and detailed voiceovers won’t cut it.
- Person-Centric: Faces matter. Videos with relatable people create an instant connection, making the content feel approachable.
- Casual and Fun: Formality is the death of virality. Social content succeeds when it feels playful, conversational, or taps into pop culture.
- Short: Explainer videos for social media shouldn’t be more than 15-30 seconds, with the core idea packed in quickly.
Explainer videos for social media should feel more like the content your audience scrolls through for fun than something they passively consume for information.
The Experiment: Building a Social-First Explainer Video
Here’s the hypothesis: explainer videos for social media can go viral if they embrace these elements. Over the next few months, I’ll be experimenting with creating a video that ticks the following boxes:
- Hook Instantly: The first 3 seconds will grab attention with a surprising or emotional moment—something that makes people stop scrolling.
- Show, Don’t Tell: Instead of animations or abstractions, it will feature people using the product, showing its benefits in real-world scenarios.
- Casual Yet Polished: The video will feel like it belongs on TikTok or Instagram, with jump cuts, relatable dialogue, and maybe even humour.
- Leverage Pop Culture: Incorporating trends or memes to make the content resonate with current online conversations.
- Optimised for Shareability: A clear CTA at the end—whether it’s tagging a friend, saving the post, or clicking through—designed to encourage action.
What Success Looks Like
Successful explainer videos for social media won’t just drive views—they will create buzz. Metrics to track include:
- Shares: Are people passing the video along?
- Engagement Rate: Are viewers commenting, liking, and interacting?
- Conversions: Does the video drive users to explore the product or take the next step?
Ultimately, the goal is to explain a product while creating a piece of content that feels native to the platform. This type of video will build emotional connections and get people talking.
Conclusion: Explainer Videos for Social Media
This isn’t about throwing out explainer videos entirely. It’s about rethinking the format for today’s fast-paced, personality-driven, and trend-powered social media world. The question isn’t, “What’s the best explainer video format?” It’s, “What kind of content do people want to watch, engage with, and share?” That’s what the next generation of explainer videos will answer.
Want an explainer video that stands out on social media? Contact us today to get started.
