Perth businesses spend thousands on explainer videos every year. Many of those videos are technically well-produced but practically useless — they're too long, try to say too much, or bury the point so deeply that viewers give up and leave. Here's what actually makes a great explainer video work.
The One-Idea Rule
Every great explainer video explains exactly one thing. Not your full service offering, not your company history, not six different features. One idea, clearly. The moment you try to explain two things in one video, you dilute both.
Before scripting, write a single sentence: "After watching this video, my viewer will understand ___." If you can't fill that blank with one specific thing, you're not ready to script yet.
Ideal Length: 60–90 Seconds
Research consistently shows that viewer drop-off begins sharply after 60 seconds for explainer content. The sweet spot is 75–90 seconds — long enough to explain the problem and solution, short enough to hold attention. Anything over 2 minutes needs to earn every extra second with genuinely valuable content.
At a natural speaking pace (125–150 words per minute), 90 seconds gives you roughly 190–225 words of script. That's enough. Cut ruthlessly.
The 4 Components of a Great Explainer
1. Hook (First 5 Seconds)
You have 5 seconds before a viewer decides to keep watching. Open with the problem statement — not your company name, not a welcome. "Struggling to get tenants to pay on time?" is a hook. "Welcome to PropertyPro, Perth's leading property management solution" is not.
2. Problem Statement
Name the pain your viewer feels. Be specific. The more precisely you describe their problem, the more confident they'll be that your solution understands them.
3. Solution Showcase
Explain your solution simply. Show it (screen recording, animation, live demo) rather than just describing it. Visuals do the heavy lifting that words can't.
4. Single Call to Action
End with one clear next step. "Get a free quote," "Start your free trial," "Call us today." One CTA, not three. Confusion kills conversions.
Animation vs Live Action
Both work — the right choice depends on your product and audience:
- Animation: Better for software, abstract concepts, services that are hard to film, and businesses without a "visual" product. Also ages better and is easier to update.
- Live action: Better for service businesses where trust and human connection matter — professional services, healthcare, real estate. Seeing real people builds credibility that animation can't match.
Common Explainer Video Mistakes
- Trying to say too much: Feature-dumping kills engagement. Every sentence should earn its place.
- Poor audio: Viewers will forgive average visuals but not bad audio. Invest in a good voiceover.
- Generic stock footage: Nothing screams "we didn't try" like generic handshake stock video. Use real visuals of your product or team wherever possible.
- No clear CTA: An explainer without a CTA is a brochure nobody can act on.
Cost Ranges in Perth
- Simple live-action explainer (1 min, editing only): $800–$1,500
- Full production live-action explainer: $2,000–$4,000
- 2D animated explainer: $2,500–$6,000
- Premium 3D animated explainer: $6,000–$15,000+
Perth Content produces explainer videos across all formats. Get a quote for your project.