Why Great Explainer Videos Start with Great Questions
We thought that we had the answers, it was the questions we had wrong.
– BONO
From the song “11 O-Clock Tick Tock”
An explainer video is basically your brand’s best elevator pitch – but with better music and hopefully more eye contact. It’s a short video that takes something like your new product, service, or idea and makes it clear and understandable – and maybe even fun!
Your video can have an engaging narrator, some creative animation, and a storyline that lands the idea. Whether it’s showing how your medical device works or why your sock subscription will change lives (and feet), a good explainer sticks.
The Secrets to a Great Explainer Video
Ask the right questions before you even THINK about writing the script!
Think of it like assembling IKEA furniture. You might have the right tools, great lighting, and a can-do attitude, but if you don’t read the instructions first, you’re just one Allen wrench away from collapsed pile of wood.
In explainer video land, your questions create the instructions. They shape the story, the visuals, the pace – and whether your viewer gets it or just gets confused.
Be a Video Detective
I had a 5th-grade math teacher who once told us she had a favorite word her students would say. It was “Ohhh!” What a weird word to love, right? But for her, it meant the lesson finally clicked – the lightbulb went on as the student figured out how to solve an equation.
That’s what we aim for with an Explainer Video. Each one is a little mystery to solve. Asking questions like: What’s the real problem? Who’s the audience? What is the key point that you want to make sure lands?
What metaphor, moment, or line of dialogue will spark that satisfying “Ohhh, now I get it!”?
No one wants to watch a jargon-stuffed lecture about “end-to-end cloud-based data integration”, but everyone loves a clear, engaging story that drives the message home in a way that makes them feel smart, and leaves them curious for more. It should make even the nerdiest tech sound like the coolest thing since a cat riding a Roomba.
Let’s break down the questions that should kick off every explainer video. Miss these, and you’re just making a very expensive screensaver.
10 Questions That Make Explainer Videos Actually… Explain
What Problem Are We Solving?
If your video doesn’t solve a problem, it’s just noise. Define the challenge or confusion you’re clearing up. Bonus: phrasing it as a question often leads straight to your hook.
Who is This Video Really For?
Is it a tech-savvy buyer, an energy-packed room full of sales execs, a confused end-user, or investors asking ‘What’s the bottom line’? Tailoring the style and tone starts here.
What’s the Takeaway?
You don’t want to dump everything you know into a two-minute animation. One clear takeaway. If it sticks, you’ve done your job.
How Will This Be Used or Shared?
Social media? Fast-paced and fun.
Landing page? Sleek and sharp.
Sales deck? Focused and persuasive.
Event highlight? Lively and impactful, made to grab attention on the spot.
Where the video lives will impact how you build it.
What Tone Makes Sense?
Silly, sincere, or slick, the right tone earns trust, clicks, and conversions. The wrong one gets skipped in 5 seconds or less.
How Long Should it Be?
The sweet spot is under 2 minutes. Under 90 seconds, even better. Your viewer’s attention span is about as fleeting as the cat who just launched off the Roomba, flew across the room, and took your full glass of wine with him.
What’s the Budget and Timeline?
Knowing what you’re working with helps your production team recommend the best creative approach, within budget, from the start – whether that’s animation, live action, voiceover, or a mix. It allows for smart planning, avoids guesswork, and ensures your video hits the mark without surprise costs or compromises.
Also, setting a clear timeline early on sets the stage for a smooth, successful production. It gives your team the runway to plan thoughtfully, stay organized, and bring their best creative energy to each phase. A well-defined schedule helps everyone stay in sync – from scriptwriting to final delivery – and ensures there’s room for feedback without feeling rushed. When the timing is clear, the process feels more collaborative and more focused.
How Will We Define Success?
Views? Sign-ups? Social shares? Or giving your national sales team an exciting new tool or product? Defining success upfront helps you reverse-engineer the script, the visuals, and the call-to-action – so the video actually does what you need it to do.
What Resources Do We Need?
Start with solid brand guidelines. Then, include subject matter experts who know their stuff and can answer the tough questions. And importantly, someone, for example, who can explain ‘blockchain’ in plain English – without actually saying ‘blockchain.’ Because sometimes the best way to get the idea across is to skip the buzzwords.
And to bring it all together, choose a talented, experienced video production agency – one that knows how to turn complex ideas into compelling, creative, and crystal-clear content.
Where Will This Video Be Accessed?
Does it need captions, translations, or specific formatting? Will it be featured on your website, shared via LinkedIn, included in newsletters, or used in other professional channels? These are not post-production issues. These are start-here issues.
Why Questions Save Time and Money
(And Sanity!)
Getting clear on the why before you dive into the how is the difference between a smooth project and that awkward moment when someone says, “Wait… this isn’t what we needed.” Asking good questions upfront means fewer rewrites, fewer revisions, and no soul-crushing realizations in the edit bay like, “Oops, we forgot to mention the actual product.”
Clients often pause mid-presentation and say, “Huh! I didn’t even THINK of that.” This is an excellent sign that we’re digging in the right direction.
Additionally, smart questions are guardrails! They keep you on track, aligned, and heading toward something that works – not just something that looks pretty with a voiceover.
Still tempted to wing it? OK, imagine asking for a 60-second explainer about a simple app… and getting a 5-minute film about “transformational ecosystems” narrated by an annoying, way-too-slow voiceover. The audience is lost. The message is muddled. The budget is very, very gone and the message is lost somewhere in the elevator between floors two and six.
Ask Better Questions! Here’s How:
Be Specific: Saying “make it interesting” is too vague – it’s like pressing the elevator button without telling it which floor you want. You need clear direction to get where you’re going. Try something like: “We want viewers to feel like this product is ridiculously easy to use.” When you and the video production team know the destination, the whole process flows much better.
Know Your Audience: Are you speaking to someone discovering your brand for the first time—or someone already in the trenches with you? Meet them where they are. Consider what they know, what they need, and how they talk. Respect their time and attention. If you don’t connect with them right away, the rest of the video may never get watched.
Keep It Focused: Don’t cram every idea into one video – only so many people should fit in this elevator. It otherwise gets uncomfortable, confusing, and nobody enjoys the ride. Rather, pick one key message, deliver it clearly, and then stop. (Really. Stop.) A sharp, focused video makes a stronger impact.
Start With the End in Mind: Before you start, ask yourself: “What do we want the viewer to think, feel, or do when the video ends?” Knowing the goal helps you craft a story that’s purposeful and effective, not scattered and forgettable.
Ask better questions upfront, and your video will be a smooth, confident ride — not a confusing, overcrowded trip.
In Conclusion
The best explainer videos don’t start with software or storyboards – they start with curiosity. And when you’re working with an experienced video production team, that curiosity becomes your biggest asset. A great partner won’t just ask what you want the video to look like – they’ll ask what you want it to do – and you’ll both be aligned on the ‘why’!
The result? A video with purpose, clarity, and just the right amount of Roomba-riding-cat energy. When you have a creative partner who knows how to ask (and listen), the whole process becomes smoother, smarter, and way more fun!
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