A study shows that our attention span is down to eight seconds, which is shorter than that of a goldfish. If you want to be heard, you must use ...

Four simple rules for creating better explainer videos

A study showed that our attention span is down to eight seconds, which is shorter than that of a goldfish. As a communicator, if you want to be heard, you must use your time wisely. Follow these four simple rules for producing explainer videos to keep your audience’s attention!

While we are all more impatient and relentlessly scroll past content that doesn’t speak to us, we also set higher demands on our content. We want to learn – and learn quickly! If you have good content that does exactly that, you have a chance to spend some quality time with your customer that lasts longer than eight seconds.

When Hubspot asked marketers about video production, 76 per cent answered that it helped them increase sales and 76 per cent reported that it helped them increase web traffic. Despite these positive effects, producing quality videos remains challenging.

One reason is that it can be difficult and time consuming. But that doesn’t have to be the case if you have the right talent and good tools. In addition, you can follow a few simple principles to help you master the medium.

Spoon’s animator in Oslo, Magnus Line, shares four golden rules for creating better explainer videos.

1. Know what you want to explain (and stick to that)

It may seem obvious, but it’s surprising how often we make this mistake. It’s tempting to add a bit of extra information or mention some other good service or product once you have the audience’s attention.

But if your message lacks a clear focus, you can’t expect the viewer to stay focused, either. Before you proceed, answer the following set of questions:

  • What do you want to say?
  • Who will you speak with?
  • What does your target audience know today?
  • What would you like them to know?

By knowing the answers to these questions, you have a foundation for creating a solid explainer video.

2. Write a solid script

Without a good script, you won’t go far. You want to take your audience on a step by step journey from uninformed to well informed.

The script should follow a logical and simple structure. If you need to explain something complex, like a RoRo vessel, think through what the viewer must understand first, before the person is ready to take in the next piece of information.

Remember that drama is important, even in the shortest of explainer videos. Show how your product or service is the hero that solves the audience’s problem.

3. Use visuals for all it’s worth

Don’t say the same thing twice. The explainer video you’re producing must convey what you want to teach in a compelling way. Use visuals to emphasise your point. With an explainer video, you have the opportunity to help the audience better understand things that aren’t so easily explained in words.

4. Experiment!

We speak with each other in different ways – do the same thing with your target audience. Vary tone and form based on the situation and who you speak to. Why not use humour to show how to make shampoo, or let a satisfied customer share how your service works? You are more likely to be remembered when you make your audience laugh or surprise them with creative visuals.


Bear in mind, there is room for both major productions and more simple video productions. Always consider your business needs and content strategy when making such decisions. Use your resources where they are most needed and where your content will make the most impact on your business.