Explainer videos have become one of the most widely used tools in business marketing — and for good reason. According to Wistia, 98% of viewers watch explainer videos to learn about a product or service. For UK businesses in particular, where competition for attention online is intensifying, the difference between a video that converts and one that gets skipped in three seconds often comes down to a handful of specific, identifiable factors. Here is what they are.
faster revenue growth achieved by businesses that use video marketing compared to those that do not — making the quality of your video a direct business advantage.
Caz, Project Team Lead at Spiritus Design, says: “We work with UK businesses across every sector, and the pattern is consistent — the explainer videos that generate real enquiries are the ones that open with a specific problem the viewer recognises, stay under 90 seconds, and end with one clear action. The ones that fail almost always try to say too much.”
The best explainer videos do one thing well. Not three things adequately — one thing brilliantly. Before any production begins, you should be able to complete this sentence: "After watching this video, I want the viewer to..." If you can't, the video isn't ready to be made yet.
The script is the most important element of any explainer video. A mediocre animation with a great script will outperform a stunning one with a weak script almost every time. The script should open with a hook within the first five seconds, establish the viewer's problem, introduce the solution, and end with a clear call to action. If you haven't already, read our guide on how to write a great video script.
Motion graphics work brilliantly for software, processes, and abstract concepts. Character animation adds personality and warmth. Live-action style content — using stock footage or your own footage — builds trust and authenticity. The style should serve the message and the audience, not the other way around. Read our comparison of animated video vs live-action style content to explore the options.
Voiceover quality is one of the most noticeable differences between a professional explainer video and an amateur one. The right voice — matched to your brand tone, your audience, and your message — adds credibility and keeps viewers watching. The wrong voice, or a poorly recorded one, undermines everything else. At Spiritus Design, professional voiceover is included as standard.
Most effective explainer videos run between 60 and 90 seconds. Research from Wistia shows that videos lasting 90 seconds or less have a 50% viewer retention rate — making this the sweet spot for most business content. Beyond 2 minutes, drop-off rates increase sharply — unless the content is genuinely complex and the viewer is already highly engaged.
Every explainer video should end with a single, clear instruction. Visit the website. Book a call. Start a free trial. Not three options — one. The call to action should feel like the natural next step after watching, not an afterthought bolted on at the end.
Understanding what goes wrong is just as useful as understanding what goes right. The most common problems are:
potential uplift in landing page conversion rates when an explainer video is included — making it one of the highest-return investments in digital marketing.
UK buyers tend to be sceptical by default — trust is earned quickly or not at all. Before signing off on any explainer video, ask yourself:
If the answer to any of these is no, it is worth going back to revision before publishing. A mediocre video on your homepage does more damage than no video at all.
Thinking about commissioning an explainer video for your UK business? Read our guide on how to brief your project, then get in touch with a rough brief. We'll tell you honestly what we can achieve within your budget.
Ready to commission an explainer video? Start with our free video brief template — a one-page download that covers everything a UK creative studio needs to get to work. Fill in what you know and we’ll handle the rest.
A good explainer video should include: a clear goal, a strong script written for the ear, the right animation style for your audience, professional voiceover, an appropriate length (usually 60–90 seconds), and a direct call to action.
Most effective explainer videos run between 60 and 90 seconds. Research from Wistia shows that videos lasting 90 seconds or less have a 50% viewer retention rate — making this the sweet spot for most business content. Beyond 2 minutes, drop-off rates increase sharply.
The most common problems are: a weak or unfocused script, poor voiceover quality, trying to cover too many points, no clear call to action, and a mismatch between the animation style and the intended audience.
Animation is generally better for complex, abstract, or digital products. Live-action style content — using stock footage or your own footage — works better when human connection and authenticity are central to your message. Many effective videos combine both approaches.
Yes — voiceover quality is one of the most noticeable differences between a professional and an amateur explainer video. The right voice adds credibility and keeps viewers watching. The wrong voice, or a poorly recorded one, undermines everything else.
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