5 Content Elements and Engagement Tips For Your Explainer Videos

Keep it slick and make it quick with these video production tricks.

Our previous case study about video lengths found that shorter explainer videos generate higher retention, while longer ones see a decline.

>> Case Study: Finding Out the Optimal Explainer Video Length <<

While one-minute videos retain the most viewers, they may not provide enough information.

That’s why we recommend an ideal length of 1–2 minutes, which strikes a balance between engagement and content depth.

Still, the first minute is crucial, so what should you include in an explainer video?

#1. Target Audience Specification

Before creating an explainer video, you must first define your target audience.

This helps your message to resonate with the right people.

At the start of your video, clearly state who your product is for to grab viewers’ attention and keep them engaged.

While this approach may limit your reach, it attracts a highly interested audience, which leads to better engagement and stronger conversion potential than casting a wider but less focused net.

#2. Relatable Problems and Solutions

Continue defining the problem your audience faces, which will be the core of your video.

Show that you understand their pain points and why solving them matters, and position your product or service as the solution that draws customers in.

Once you’re clear on what problem you’re solving, you’ll refine your messaging to match your audience’s language and preferences.

For B2B audiences, use professional, concise language. For B2C, keep it conversational and engaging.

Introduce your product as the solution and keep it brief by focusing on its benefits rather than features.

We have a blog to help you craft a compelling copy for your explainer video.

Read more >> Explainer Video Script Cheatsheet.

#3. The Actual Explanation

This is where you introduce your product, including what it is, what it does, and how it solves the problem.

Brevity is key. Overloading viewers with details can make them lose interest.

You can aim for 20–30 seconds to highlight key benefits and how your product works.

However, the challenge is balancing clarity with intrigue. How can you achieve this?

You can give enough information to spark curiosity and encourage viewers to keep watching or take action.

Focus on impact, such as how your product improves people’s lives. Maintain simple, engaging language, and let visuals reinforce your message.

#4. Product Benefits

You have competitors offering similar products. The question is, how do we win them?

To win over customers, highlight what makes yours unique, such as cost-effectiveness, design, performance, or brand reputation.

Even small advantages can make a big difference in a competitive market.

Focus on one to three key benefits to inform your audience while keeping them curious.

If presented well, one minute is enough to make an impact.

Once you pass the one-minute mark, it’s time to wrap up your explainer video.

#5. CTA

Your call to action (CTA) drives viewers to take the next step. What do you want them to do?

Do you want audiences to visit your website, sign up for the newsletter, or purchase your product?

Give your CTA enough screen time so viewers can read and process the information.

Many companies make the mistake of displaying it too briefly, causing audiences to miss it.

If you want to know more about how to avoid common CTA mistakes, check out our article for more insights, plus other helpful tips on explainer videos.

Read >> Most Used CTA Designs

Your Explainer Video is Ready, Now What?

Now it’s time to distribute your explainer video. Proper distribution, along with optimization strategies, can drive higher engagement and potentially generate more conversions.

We’ve rounded up four engagement strategies to help you boost your explainer video performance on online platforms.

Tip 1. Would Your Audience Thank You for What You Share?

Before posting, ask yourself: Is this valuable to my audience?

Content that educates, entertains, or solves a problem is more likely to engage viewers.

Your content should feel like a gift, something worth their time.

When people find value in what you share, they’re more likely to engage, share, and return for more.

This image from Buffer shows where you should be with the content you share with your audience.

Tip 2. Timing is Almost Everything

Even great content can flop if posted at the wrong time. To maximize engagement, you need to identify the best days and time slots for sharing your video.

Here’s how to do a brief experiment to find the right timing:

• Run a timing experiment. Post your video at different times, spacing them an hour apart, and track which gets the most engagement.
• Leverage platform analytics. If you’re a Facebook page manager, use Facebook Insights to know when your audience is most active.
• Consider off-peak hours. Surprisingly, tweets sent during off-peak times often have higher click-through rates (CTR) than those posted during X (Twitter)’s busiest hours.
• Optimize for LinkedIn. Post just before and after work hours, when professionals are more likely to browse their feeds.

You can post at the right moment to drive more engagement, views, and conversions by understanding when your audience is most active.

Tip 3. Facebook and X (Twitter) Love Posts with Images

Visuals grab attention. Posts with visuals get higher engagement than text-only posts, especially on Facebook and X (Twitter).

Images make your content stand out in crowded feeds while also increasing the chances of likes, shares, and comments.

Use high-quality visuals, branded graphics, or custom thumbnails that align with your message to maximize engagement.

While uploading videos on Facebook is simple, X (Twitter) has a 15MB video size limit, making direct uploads less practical.

If you’re sharing a YouTube link, boost visibility by downloading and uploading the thumbnail separately alongside the link.

A well-made image can be the difference between someone scrolling past or stopping to engage.

Tip 4. Only Post Videos under Two-Minute Long

The video you share on social media must be short enough to keep people interested but long enough to expose them to your brand.

Studies show that videos under two minutes get the most engagement across social media. Anything longer risks losing viewer attention.

Keep it concise and impactful for platforms like Facebook, X (Twitter), and LinkedIn. Focus on the key message and make every second count.

One neat trick is if you are sharing a short video, upload it directly to the platform to get more views than posting a YouTube link.

Videos uploaded to Facebook get 200% more views on average than views from YouTube videos shared on a Facebook post.

On a side note, brands have also switched from YouTube to Facebook for video publishing.

In fact, there are roughly 20,000 more brand videos on Facebook than on YouTube.

The audience retention rate of an explainer video drops as its duration increases, but keeping it between 1 and 2 minutes strikes the right balance.

This gives you enough time to clearly communicate who your product is for, what problems it solves, how it works, and what sets it apart without losing viewer interest.

When it comes to sharing your video, timing, and visuals matter.

Don’t post across all social platforms at once. Instead, tailor your timing for each audience.

Now it’s your turn. How will you apply these strategies to maximize your video’s impact?

Breadnbeyond is an animated explainer video company that brings authenticity and high-quality to the table.

We specialize in crafting engaging animated explainer videos that can elevate your marketing campaigns.

Check out our portfolios to see examples of our creativity, or reach out to us with any questions you have.

Also, we have free marketing resources to help you stay ahead in the dynamic industry. Check it out here!