Widely used by tech founders. But commonly misunderstood. And often executed poorly.
No, I’m not talking about mass lay-offs. I’m talking about explainer videos.
Over the years, we’ve worked with over 50 tech founders. We’ve refined the craft of making complex products easy to understand. Here’s what we’ve learned.
Table of Contents
Shift the Focus: It’s About the Customer, Not the Product
Founders love their products. They see everything it can do. Customers, though, only care about one or two outcomes.
This mindset shift is critical. To create a great explainer video, you need to see your product from the customer’s point of view. One way to do this is through customer research. Ask questions like:
- If the product only did one thing for you, what would it be?
- What outcome would make you feel this product is indispensable?
By zeroing in on what truly matters to your audience, you ensure your video is relevant and persuasive.
Trust the Process: One Layer at a Time
Creating an explainer video is like painting: you build it layer by layer. Unfortunately, many founders try to tackle everything at once. They end up with a bloated 6-minute walkthrough no one wants to watch.
Here’s the layered approach we recommend:
- Key Messaging: Write down what makes your product special, why it works, and how to explain it simply.
- Script Writing: Write a simple, audience-focused script. Start with a problem-solution-proof-ask structure.
- Simplify: Ensure the script uses the audience’s language, explains new concepts clearly, and is at a Grade 5 reading level or lower.
- Enhance with Metaphors: Use analogies and metaphors to connect your product with the customer’s world.
- Add Visuals: Layer in visuals that represent your ideas without overloading the viewer.
Following this approach, you can create a 90-second, water-tight video that holds attention and drives action.
Build Credibility with Professionalism
In competitive markets, a professional explainer video is a great credibility signal. Founders often try to save money by creating low-quality videos, but this can backfire. A good video shows customers and investors you are serious about your business.
Save money where you can, like using Google Sheets. But don’t cut corners on how your business looks. Your explainer video can double as the solution section of your investor pitch or feature prominently on your website.
Tailor the Video for Purpose
If you’re pitching directly to investors, such as for an EU grant, your explainer video should follow a time-tested pitch structure:
- Customer
- Problem
- Solution
- Market
- Validation
- Progress to date (including the team)
- Ask
For customers, the focus shifts to addressing their immediate pain points and showing how your product solves them.
Test and Iterate
Don’t wait until the video is complete to gather feedback. Share your storyboard with your network and ask for input early in the process. Iterating at this stage can save time and money while ensuring the final product hits the mark.
Once the video is ready, consider running two versions with different angles or hooks in your ads. Testing these variations can reveal what resonates best with your audience.
Think Distribution from Day One
A great video is only as good as its reach. For start-ups, prioritise free and organic distribution channels:
- Share the video in industry group chats or newsletters.
- Encourage your network to repost it on launch day.
- Build in public from the start, growing an email list to share the video with when you’re ready.
The goal is to get your video seen by as many relevant people as possible without breaking the bank.
Examples of Real-World Wins
Here are some wins customers we’ve created an explainer video for, are achieving:
- TrustDish landed its first enterprise client.
- Precision Sports raised €200k and signed their first 50 customers.
- Southern Scientific increased its conversion rate by 200%.
When done right, an explainer video tells your story and drives tangible results.
The Takeaway
A great explainer video is a foundational tool for scaling your start-up. Focus on the customer. Trust the process. And execute professionally to make a video that builds trust, boosts sales, and impresses investors.
Ready to create your own explainer video? Let’s chat.
Contact us here or use the form below.
