How to Target Your Audience for Explainer Videos: A Guide to Crafting Clear, Compelling Stories

How to Target Your Audience (and Make Your Explainer Video Hit the Mark)

You’ve probably heard the phrase “cast your net wide.” But when it comes to creating an explainer video, a focused net is better.

You might have the best product or service in the world, but it won’t appeal to everyone—and that’s okay. The good news? It will appeal deeply to someone. Your job is to find those people and speak directly to them.

When you try to appeal to everyone, your message becomes vague and forgettable. But when you narrow your focus, your story becomes specific, relevant, and persuasive. In other words—it resonates.

Why Targeting Matters in Explainer Videos

Explainer videos are short by design—usually 1-2 minutes—so every word, image, and sound matters. You don’t have time to be all things to all people.

Targeting a clear audience helps you:

• Craft a story that speaks directly to their needs and motivations.

• Choose visuals, tone, and pacing that feel authentic to them.

• Build trust and inspire the action you want them to take.

At Wienot Films, we’ve seen time and again that clarity drives connection—and connection drives results. A focused message helps your explainer video stand out, get remembered, and get results.

Step 1: Start With the Problem You Solve

Know your audience, even for explainer videos.

A simple way to define your target audience is to ask:

“What problem does my product or service solve?”

Let’s use an easy example: imagine you’re marketing Ferraris.The problem being solved isn’t just getting from point A to point B. It’s doing so in style, speed, and status.

That instantly tells you your target audience isn’t children—or even most adults—it’s wealthy car enthusiasts who value performance and prestige.

Your explainer video script should reflect that understanding. The story, tone, and even animation style should align with what your audience values most.

Step 2: Identify Who Cares Most About That Problem

Once you’ve clarified the problem, ask:

“Who will care most about this solution?”

Start by exploring:

• Demographics: age, gender, income, and location

• Psychographics: lifestyle, interests, and values

• Behavioral traits: buying habits, media preferences, and brand loyalty

For example, if you’re marketing a Ferrari, you might target high-net-worth individuals (mostly male, ages 35–60) who follow luxury brands, enjoy motorsports, and value craftsmanship.

Knowing this helps you shape a video message that speaks to their mindset—whether that means sleek visuals, confident voiceover, or an emotional hook tied to performance and prestige.

Step 3: Focus Your Story Like a Laser

Once you know who you’re talking to, build your story around them.Ask yourself:

• What emotion am I trying to spark?

• What objections might they have?

• What action do I want them to take?

In explainer video storytelling, this could mean:

• Using a conversational, relatable tone for a startup audience.

• Adding humor for tech or SaaS brands that want to feel approachable.

• Keeping it cinematic and aspirational for luxury or innovation-driven companies.

Every choice—from script to color palette—should feel intentional and audience-first.

A Timeless Reminder

As business professor Peter Drucker famously said:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Don’t try to reach everyone. Focus on the ones who matter most—and your story will practically tell itself.

Next Up: Craft a Message That Resonates

Now that you know how to identify your target audience, the next step is shaping a message that truly connects.

Read next: The Secret to Knowing When You Need an Explainer Video

Or explore our guide: The Ultimate Guide to Explainer Videos: From Concept to Launch