Why Your Explainer Video Isn’t Working ?

Explainer videos are one of the most powerful marketing tools for startups and growing brands. They’re short, visual, and designed to quickly answer the question every potential customer is asking:

When done well, explainer videos can boost conversions, lower bounce rates, improve time-on-page, and communicate complex ideas in under 90 seconds. But when they don’t work, they’re often expensive placeholders, videos that look nice but fail to drive action.

If your explainer video isn’t getting the results you expected, the problem probably isn’t the format itself; it’s how the video was made.

Here are the top 5 reasons your explainer video might be underperforming, with specific fixes and expert support you can hire to turn things around.


1. You Don’t Hook the Viewer in the First 5–10 Seconds

The Problem:
The opening of your video is everything. If it starts slow, vague, or self-centred (“We started in 2019…”), viewers will click away before your product ever appears.

Why It Matters:
Online attention spans are brutally short. On platforms like YouTube, Facebook, and TikTok, viewers are trained to skip anything that doesn’t immediately interest or engage them.

The Fix:

  • Open with a bold question, pain point, or visual hook.
  • Use fast motion, contrast, or animated elements to draw attention.
  • Mention the core problem your product solves right away.

Example:
Instead of starting with “Here’s what we do,” start with: “Still losing hours managing spreadsheets? There’s a smarter way.”

Who to Hire:
📌 A performance-driven scriptwriter or video editor with experience in direct-response marketing.

They’ll structure your video to front-load impact, not bury the lead.


2. Your Video Is Too Long or Too Slow

The Problem:
Your video goes on for 2–3 minutes and tries to explain every little feature. Even if it’s visually appealing, it starts to feel more like a training video than a pitch.

Why It Matters:
Every second adds friction. Your audience is busy and distracted; they’re more likely to respond to a video that gets to the point and respects their time.

The Fix:

  • Cut your video down to 60–90 seconds max for most use cases.
  • Focus on the top 2–3 value propositions.
  • Leave the rest to your product page or follow-up emails.

Bonus Tip:
Use animated transitions and scene changes every 5–7 seconds to maintain momentum and visual interest.

Who to Hire:
📌 An experienced video editor or motion designer who understands pacing and attention retention metrics.


3. There’s No Strong, Clear Call to Action

The Problem:
The video ends… and the viewer doesn’t know what to do next. There’s no “Buy now,” “Sign up,” or “Schedule a demo.” Or worse, the CTA is buried in the last second of the video.

Why It Matters:
Even if your explainer video is excellent, it’s not complete without a clear, compelling CTA that aligns with your funnel goals. The job of the video is to lead viewers to the next step.

The Fix:

  • End with one focused CTA: not three, not vague.
  • Use on-screen text, animation, and voiceover to reinforce the action.
  • Leave your logo, website, or button visible for at least 5 seconds.

Examples:

  • “Start your free trial today.”
  • “Book your demo in under 60 seconds.”
  • “See the product in action now.”

Who to Hire:
📌 A copywriter or animator with direct marketing experience who can help shape the final CTA moment visually and verbally.


4. The Visual Style Doesn’t Match Your Brand or Audience

The Problem:
The animation feels like a stock template. It doesn’t reflect your product’s tone, brand voice, or the expectations of your target audience.

Why It Matters:
Design consistency builds trust. If your explainer video doesn’t visually match your landing page, app UI, or branding, there’s a disconnect. Viewers subconsciously question your quality.

The Fix:

  • Customize your color palette, typography, and iconography to match your brand guidelines.
  • Use animation styles (2D, 3D, whiteboard, minimal) that align with your target customer.
  • Ensure tone and pacing match your industry. (A fintech tool and a mobile game shouldn’t feel the same.)

Who to Hire:
📌 A motion designer or animator that offers brand integration and design customization—not just template-based work.

Ask to see portfolios from your industry or niche.


5. It Focuses on Features, Not Benefits

The Problem:
Your video explains what your product does, but not why it matters. It lists specs, menus, or capabilities without connecting to real-world problems.

Why It Matters:
People don’t buy features. They buy outcomes. Your explainer video should tell a benefit-driven story, not just recite functionality.

The Fix:

  • Translate every feature into a real-life advantage: “Automated syncing” becomes “Never lose your work again.”
  • Use simple storytelling to show the before and after effect of your product.
  • Speak to your customer’s pain points—not your tech roadmap.

Who to Hire:
📌 A product marketer or copywriter who knows how to frame features as benefits and build a narrative structure.

Bonus if they’ve written for SaaS, eCommerce, or product launches before.


Final Thoughts: Great Explainer Videos Combine Strategy, Storytelling, and Craft

An explainer video is more than just an animated reel; it’s a conversion tool. If it’s not driving action, then it’s not doing its job.

The good news? Every issue discussed here can be fixed. You don’t necessarily need to start over; you might just need to tighten the script, upgrade the visuals, or sharpen the message.

Recap: How to Fix Your Underperforming Explainer Video

  • Hook the viewer in the first 5–10 seconds
  • Keep it under 90 seconds
  • Add a bold, clear CTA
  • Align the visuals with your brand
  • Lead with benefits, not just features

And most importantly, work with freelancers who understand performance-focused video production, not just animation.


Want better results from your explainer video?
Bring in freelance pros who can transform it from a passive asset into an active conversion driver.

Vicky

After studying English Literature at university, Vicky decided she didn’t want to be either a teacher or whoever it is that writes those interminable mash-up novels about Jane Austen and pirates, so sensibly moved into graphic design.

She worked freelance for some time on various projects before starting at Twine and giving the site its unique, colourful look.

Despite having studied in Manchester and spent some years in Cheshire, she’s originally from Cumbria and stubbornly refuses to pick up a Mancunian accent. A keen hiker, Vicky also shows her geographic preferences by preferring the Cumbrian landscape to anything more local.

ULTIMATE TACTICS TO SCALE

Growing a business isn’t easy, but I've learned valuable lessons along the way. I'm sharing these in this weekly email series. Sign up.

Stuart Logan

Stuart, CEO @ Twine

* indicates required