"If your prospects don’t ‘get it’ in under 60 seconds, you’ve already lost them."
Explainer videos are supposed to make things simple. But here’s the truth: most of them end up doing the opposite. They’re packed with jargon, overloaded with animations, and too focused on features instead of benefits.
The result? A video that looks professional but leaves your audience more confused than before. And in tech marketing, confusion kills conversions.
If your viewer doesn’t “get it” within the first minute, they’re gone—and probably checking out your competitor.
Why Tech Explainers Fail
1. Too Much Jargon, Not Enough Clarity
Tech brands love their acronyms and industry buzzwords. But if your audience doesn’t understand what you’re saying, you’ve lost them. A good explainer video should be crystal clear, even to someone who’s never heard of your product before.
2. Features Over Benefits
Explainers often dive into the “what” of a product (the specs, the tools, the features) instead of the “why.” Customers want to know how this solves their problem—not how many integrations it has.
3. Too Long, Too Dense
Attention spans are shorter than ever. A four-minute explainer overloaded with information doesn’t just fail to inform—it overwhelms. Brevity forces clarity, and clarity sells.
4. Style Over Substance
Beautiful animation and sleek design can’t save a video that lacks a clear story. Explainers should feel less like a commercial and more like a helpful guide.
How to Simplify and Win With Explainers
1. Start With the Problem
Every great explainer begins with the pain point your audience feels. Show them you understand their struggle before introducing your product as the solution. This creates instant relevance.
2. Focus on the Transformation
Instead of drowning viewers in features, show them what life looks like after using your product. Paint a picture of their “before” and “after” states. That emotional connection is what makes people act.
3. Use Plain Language
If you can’t explain your product to a non-technical friend in 60 seconds, you’re overcomplicating it. Keep it conversational and avoid unnecessary jargon.
4. Structure Matters
Follow a clear flow:
The problem
The solution
How it works (in simple steps)
The payoff (benefits and results)
This keeps your video easy to follow and easy to remember.
5. Keep It Short and Punchy
Aim for 60–90 seconds max. Enough time to hook, explain, and inspire action without losing your audience.
Real Example: The SaaS Explainer That Worked
One SaaS brand struggled with a three-minute explainer that was heavy on visuals but light on clarity. After reworking it into a 70-second video focused on the customer’s problem and outcome, engagement doubled and demo sign-ups skyrocketed.
It wasn’t about adding more content—it was about making it simpler, sharper, and more human.
Final Thoughts: Simplicity Wins in 2025
Your explainer video isn’t about showing how smart your team is—it’s about helping your audience understand quickly. In tech marketing, clarity equals trust, and trust drives conversions.
If your prospects don’t “get it” fast, you’ve already lost them. But when you simplify, focus on outcomes, and keep it human, your explainer becomes more than a video—it becomes your best salesperson.
Call to Action
At Title Productions, we specialise in explainer videos that turn complexity into clarity. Whether you’re launching a SaaS product, a new piece of tech, or a B2B service, we’ll help you tell the right story—simply, clearly, and effectively. Let’s talk about making your next explainer video your most powerful sales tool.
