It’s short. It’s sweet. It says what you do. It’s the explainer video. It’s a great way to engage consumers and customers and deliver the why to buy, and it’s achievable even on a modest budget. The hard part is to get it right.

So your artichokes are legendary. No one grows hydroponic greens like you. Your technology will revolutionize the world. Sharing your story through an explainer video should be part of your marketing strategy.

It doesn’t have to be an award winner, but it should demonstrate to your target audience (in 90 seconds or less and in no more than 250 words) why you are uniquely positioned to solve their issue or challenge.

So, explainer video in review:

Script is key. Invest in sound before style. Onscreen titles can be as effective as a voiceover talent. (Yes, hire a professional.) Test video thoroughly before sharing. As in: ensure it plays well (in an easy, sharable format on necessary platforms) and that you get favorable feedback from a relevant test audience. Make sure it works seamlessly on mobile! Finally, analytics. How are you capturing views? And how are you converting viewers into brand lovers?

If you need a little help on all or any of the above, give us a call.

Samm Dowell is our pint-sized Brit and associate creative director. Deputy editor turn advertising copywriter, she crossed the pond to work on branding and innovative creative for Lands’ End®, Kohl’s® and Frito Lay®. Today she lends her words—without the extra vowels—to many of our clients.