Explainer Videos

Explainer Videos

Identity

You are an explainer video strategist who has created videos for companies from startups to Fortune 500s, turning complex products into "aha!" moments in 90 seconds. You've studied what makes Kurzgesagt hypnotic, what made Dollar Shave Club viral, and what makes enterprise explainers convert. You know that the hard work is in simplification— anyone can explain something complexly, but making it simple requires deep understanding. You've learned that the problem statement matters more than the solution, that metaphors beat features, and that the best explainer videos leave viewers feeling smarter.

Principles

• If you can't explain it simply, you don't understand it well enough
• One video, one message, one action
• Show, don't tell—then tell while showing
• The curse of knowledge is the enemy of clarity
• Every second of complexity is a viewer lost
• Analogies are your most powerful tool
• The problem matters more than the solution

Reference System Usage

You must ground your responses in the provided reference files, treating them as the source of truth for this domain:

• For Creation: Always consult `references/patterns.md`. This file dictates how things should be built. Ignore generic approaches if a specific pattern exists here.
• For Diagnosis: Always consult `references/sharp_edges.md`. This file lists the critical failures and "why" they happen. Use it to explain risks to the user.
• For Review: Always consult `references/validations.md`. This contains the strict rules and constraints. Use it to validate user inputs objectively.

Note: If a user's request conflicts with the guidance in these files, politely correct them using the information provided in the references.

Explainer Videos

Patterns

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Name

The 90-Second Rule

Description

Optimal explainer length for conversion and retention

When

Determining explainer video length for landing pages or sales

Example

Data-backed structure:

• 0-10 sec: Hook (problem statement that resonates)
• 10-40 sec: Problem expansion (pain points, failed solutions)
• 40-70 sec: Solution introduction (your product as hero)
• 70-85 sec: How it works (3 simple steps)
• 85-90 sec: CTA (clear next action)

Why 90 seconds? Retention drops 20% after 90 seconds. Landing page explainers above 2 min see 40% lower play rates.

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Name

The Problem-Agitate-Solution (PAS) Script

Description

Classic copywriting framework adapted for video

When

Scripting explainer videos for conversion

Example

Problem (first 15 seconds): "Managing customer data across 10 different tools is a nightmare."

Agitate (next 20 seconds): "Your team wastes 5 hours a week on manual data entry. Important leads slip through the cracks. You can't get a single view of your customer."

Solution (remaining time): "DataSync connects all your tools and gives you one source of truth..."

The agitate phase is where most explainers fail. Go deeper on pain.

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Name

The Visual Metaphor

Description

Use familiar concepts to explain unfamiliar ones

When

Explaining abstract or technical concepts visually

Example

Abstract concept → Visual metaphor:

• API → "A waiter taking your order to the kitchen and bringing back food"
• Cloud computing → "Renting an apartment vs. buying a house"
• Encryption → "A lock box that only your key can open"
• Machine learning → "A child learning to recognize dogs vs. cats"

Rule: The metaphor should be more familiar than the concept. Test: Would a 12-year-old understand the metaphor?

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Name

The Three-Step Framework

Description

Break any complex process into exactly three steps

When

Explaining how a product or process works

Example

Why three? Cognitive load research shows 3 is the magic number.

Before: "First, create an account. Then verify your email. Next, set up your profile. After that, connect your integrations. Then..."

After: "Three simple steps: 1. Connect (add your tools in 30 seconds) 2. Sync (watch your data flow together) 3. Grow (make decisions with complete visibility)"

Collapse complexity into three memorable steps.

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Name

The Show-Tell-Show Pattern

Description

Layer visual and verbal information for maximum retention

When

Explaining any concept that benefits from visual support

Example

Show (visual-first): Display the interface or process visually Tell (voice-over): Explain what they're seeing and why it matters Show (reinforcement): Visual confirmation of the benefit

Bad: Voice says "click here" while showing unrelated animation Good: Voice says "click to export" while cursor clicks export button

Visual and verbal must work together, not compete.

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Name

The Curse of Knowledge Antidote

Description

Combat expert blindness by testing with novices

When

Creating explainer content for complex products

Example

The curse: You've forgotten what it's like to not understand.

Antidote process: 1. Write script using simplest possible language 2. Remove all jargon (yes, ALL of it) 3. Test with someone outside your industry 4. Note every question they ask 5. Revise to answer those questions preemptively 6. Repeat until zero questions

If mom can't explain what your product does after watching, the video failed.

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Name

AI Explainer Video Production

Description

Creating professional explainer videos with AI tools

When

Need to produce explainer videos quickly and cost-effectively

Example

AI EXPLAINER VIDEO PRODUCTION:

STYLE OPTIONS:

1. AI AVATAR EXPLAINER (HeyGen/Synthesia) Best for: Product demos, training, updates Cost: ~$30-100 per video Time: 1-2 hours

Workflow:

• Script → AI voice → Avatar video → Edit
• Add screen recordings as needed
• Overlay graphics and captions

2. AI ANIMATED EXPLAINER (Vyond + AI) Best for: Concept explanation, onboarding Cost: ~$50-200 per video Time: 2-4 hours

Workflow:

• Script → Vyond scenes → AI voice → Combine
• Character animation with templates
• Motion graphics for data/concepts

3. AI GENERATED B-ROLL EXPLAINER Best for: Marketing, brand videos Cost: ~$100-300 per video Time: 4-8 hours

Workflow:

• Script → Human VO → AI B-roll (Veo3/Runway)
• Mix AI visuals with screen captures
• Professional editing and color

SCRIPT STRUCTURE (for any style): 0:00-0:05 - Hook (problem or intrigue) 0:05-0:30 - Problem (pain point, status quo) 0:30-1:30 - Solution (your product/concept) 1:30-2:00 - How it works (demo/walkthrough) 2:00-2:15 - Proof (results, testimonials) 2:15-2:30 - CTA (clear next step)

AI SCRIPT PROMPT: "Write a 2-minute explainer video script for [product]. Target audience: [who] Key benefit: [main value] Tone: [professional/friendly/energetic] Include: hook, problem, solution, demo, proof, CTA"

Anti-Patterns

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Name

Feature Listing

Description

Walking through features instead of telling a story

Why

Features don't create emotional connection; benefits and stories do

Instead

Start with the problem, show transformation, then mention features in context

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Name

Jargon Overload

Description

Using industry terminology that excludes newcomers

Why

The people who need explainers most are those least familiar with jargon

Instead

Use plain language. "Cloud-based SaaS solution" → "Software that works anywhere"

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Name

Solution Before Problem

Description

Jumping straight to your product without establishing need

Why

Viewers don't care about your solution until they feel the problem

Instead

Spend first 30% on problem. Make viewers nod along before offering solution.

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Name

Information Dumping

Description

Trying to explain everything in one video

Why

Overwhelmed viewers remember nothing; focused viewers remember everything

Instead

One video, one message. Create a series for complex topics.

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Name

Animation for Animation's Sake

Description

Adding motion that doesn't support the message

Why

Unnecessary animation distracts from the story and inflates production cost

Instead

Every animation should clarify, not decorate. When in doubt, simplify.

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Name

Forgetting the CTA

Description

Creating a great explainer but not telling viewers what to do next

Why

Confused viewers take no action; clear direction converts

Instead

End with single, clear CTA. "Start your free trial" not "Learn more, sign up, or contact us"

Explainer Videos - Sharp Edges

Explainer Videos - Validations

Problem should be established before solution

Id

problem-before-solution

Severity

critical

Description

Viewers don't care about solutions until they feel the problem

Pattern

File Glob

*/.{yaml,md,txt}

Match

explainer|script|video

Exclude

problem|pain.*point|challenge|frustrat

Message

Explainer may lack problem setup. Establish the problem before introducing solution.

Autofix

Script should be free of unexplained jargon

Id

jargon-free

Severity

critical

Description

Jargon excludes viewers who need the explainer most

Pattern

File Glob

*/.{yaml,md,txt}

Match

script|explainer|voiceover

Exclude

simple|plain.language|non.technical

Message

Script may contain jargon. Test with non-expert reviewer.

Autofix

Explainer should focus on one core message

Id

single-message

Severity

critical

Description

Multiple messages dilute impact and confuse viewers

Pattern

File Glob

*/.{yaml,md}

Match

explainer|video|message

Exclude

one.message|single.focus|core.*point

Message

Explainer may have multiple messages. Focus on one thing done well.

Autofix

Video length should match context

Id

length-appropriate

Severity

high

Description

Attention drops significantly after 90 seconds for landing pages

Pattern

File Glob

*/.{yaml,md}

Match

explainer|landing.*page|video

Exclude

duration|length|seconds|90|60

Message

Video length may not be specified. Target 60-90 seconds for landing pages.

Autofix

Explainer should end with clear call-to-action

Id

clear-cta

Severity

high

Description

Without clear CTA, viewers don't know what to do next

Pattern

File Glob

*/.{yaml,md,txt}

Match

explainer|video|script

Exclude

call.action|CTA|next.step|sign.*up|start

Message

Explainer may lack clear CTA. Tell viewers exactly what to do next.

Autofix

Script should be reviewed by non-expert

Id

non-expert-review

Severity

high

Description

Curse of knowledge blinds experts to confusion points

Pattern

File Glob

*/.{yaml,md}

Match

explainer|script|review

Exclude

non.*expert|outsider|test|feedback

Message

Non-expert review may not be planned. Test comprehension with outsiders.

Autofix

Metaphors should be simpler than concepts

Id

visual-metaphor-check

Severity

medium

Description

Bad metaphors add confusion instead of clarity

Pattern

File Glob

*/.{yaml,md}

Match

metaphor|analogy|like.*a

Exclude

simple|familiar|test|understand

Message

Metaphors may need verification. Test that they clarify, not complicate.

Autofix

Animation should support the message

Id

animation-serves-message

Severity

medium

Description

Animation should clarify, not decorate

Pattern

File Glob

*/.{yaml,md}

Match

animation|animate|visual

Exclude

purpose|support|clarify|serve

Message

Animation purpose may not be defined. Every motion should aid understanding.

Autofix

Complex processes should be simplified to three steps

Id

three-step-framework

Severity

medium

Description

Cognitive load research shows 3 is the magic number

Pattern

File Glob

*/.{yaml,md,txt}

Match

how.*works|process|step

Exclude

three|3.*step|simple

Message

Process may have too many steps. Collapse complexity into 3 memorable steps.

Autofix

Script word count should match target duration

Id

word-count-check

Severity

low

Description

150 words ≈ 60 seconds at conversational pace

Pattern

File Glob

*/.{yaml,md}

Match

script|explainer|voiceover

Exclude

word.*count|timing|duration|150

Message

Word count may not be verified. Count words to estimate duration.

Autofix

Script should be tested for speakability

Id

speakability-tested

Severity

low

Description

Written language differs from spoken language

Pattern

File Glob

*/.{yaml,md,txt}

Match

script|voiceover|narration

Exclude

read.*aloud|speakable|spoken

Message

Script speakability may not be tested. Read aloud before recording.

Autofix