How to Craft Your Message for Explainer Videos That Actually Resonate

wienotfilms
May 5, 2022
2 min read

Updated: Oct 8

Now that you know how to narrow your audience (see How to Target Your Audience), the next step is crafting a message that speaks directly to them.

Targeting your audience gives you direction. Messaging is how you connect. A great explainer video isn’t just about showcasing features—it’s about making your audience feel understood, excited, and compelled to take action.

Step 1: Keep It Simple

Craft an explainer video message that resonates with your audience. — Craft a message that resonates.

Just like defining your audience, crafting a clear message requires focus and simplicity. If you can condense your product or service into a short elevator pitch, you’re already on the right track.

Example:

Instead of saying:"Our Ferrari combines top-notch engineering, high-performance handling, and luxurious interiors to create the ultimate driving experience,"

Simplify to:"Drive fast, look amazing, and turn heads everywhere you go."

This version is punchy, benefits-focused, and perfect for an explainer video script.

Step 2: Identify the Audience’s Stresses and Needs

A message resonates when it addresses real problems or desires. Ask:

What major stresses, frustrations, or desires does my audience face?

Example: Prospective Ferrari owners might want to feel admired, show success, or stand out socially.

Using Storytelling to Highlight Needs

Explainer videos can subtly communicate these needs through scenes, tone, and visual storytelling. A Ferrari pulling up at a restaurant while heads turn instantly conveys status and admiration.

Step 3: Show How Your Product Reduces Stress or Fulfills Desire

Next, connect your product directly to audience needs:

How does my product make life easier, better, or more enjoyable?

Ferraris don’t just get you from point A to point B—they turn mundane moments into extraordinary experiences.

Visual & Narrative Techniques

Story-driven scenarios (arriving in style, feeling confident)
Visual cues communicating aspiration and achievement
Voiceover or captions reflecting the audience’s internal thoughts: “Finally, I’m living the life I’ve dreamed of.”

Step 4: Paint a Picture of the Post-Use Experience

Ask:

What does life look like for my audience after using my product?

Example: Ferrari buyers may gain:

Admiration from peers
A boost in confidence
New social opportunities

Explainer videos can illustrate these transformations, turning abstract benefits into tangible stories.

Step 5: Focus on Benefits, Not Features

Many businesses list features, but audiences care most about how their lives improve.

Ask yourself:

How does this product make my audience’s day easier, happier, or more exciting?
What emotions or experiences does it create?

Explainer videos that prioritize benefits first, features second grab attention and increase engagement.

Step 6: Make Your Audience Smile (Inside and Out)

A message resonates best when it feels personal and relatable. The goal of an explainer video is to make your audience nod, smile, or even laugh and think:

"Yes, they get me!"

This emotional connection:

Builds trust
Reinforces brand recall
Increases engagement and conversion

The Bottom Line

Target your audience. Craft a message that resonates. Highlight benefits, tell a story of transformation, and focus on emotions.

When done right, your explainer video won’t just explain—it will connect, inspire, and convert. Your audience will thank you, and so will your bottom line.