5 Mistakes to Avoid When Creating Explainer Videos

Spin Creative • March 13, 2023

Explainer videos can be an effective way for brands to build a deeper relationship with their audience, but only when they’re done right. 

Animated explainer video illustration

Many brands—even ones who have several explainer videos under their belts—make unfortunate mistakes during explainer video production, and they can keep their audience from getting the full message.


So, what should your brand avoid as you make your next explainer video? Here are some of the common errors that can keep your video from hitting the mark.


1.    Neglecting the script.


Even though explainer videos are animated, they still need a great script. In fact, the script is arguably the most important element of your entire video, which means it deserves your time and attention. Check and double-check your script to make sure it highlights what makes your brand and your product unique and worthwhile. And remember, the more engaging and story-driven your script is, the more likely your content will resonate with your audience.


2.    Missing the hook.


Every great video, from explainers to testimonials, need an attention-grabbing hook. No matter what platform(s) you plan to distribute your content on, you only have a few seconds to grab the attention of your audience and convince them your content’s worth watching. Rather than launching into a routine description of your brand and product, get them hooked by showing instead of telling.


3.    Not having a distribution strategy.


Every explainer video needs a distribution strategy, so you can be sure you’re speaking to your audience in a way that resonates with them. Pay attention to the tone and style of your content, as well as keys specs like aspect ratio. Rather than creating your video first and then choosing your distribution platforms, consider them from the start so your video has the best chance of performing well on the channels you select.


4.    Not using enough animated graphics.


Explaining a complicated concept or topic in your video? Sometimes, animated graphics are more effective for conveying complex topics related to your brand or the product or service you sell. When used in combination with voiceover, they provide a comprehensive way for audio and visual learners to follow along. If you’re not sure what animations you should include, talk to your video producer for guidance.


5.    Using “we” terms.


Many brands use the term “we” far too much in their explainer videos. Instead, brands should focus on the viewer’s perspective and frame their content accordingly. Rather than sharing what services or products your brand offers, include important information about how those services or products improve the lives of your audience. By incorporating more “you” language, you better connect with your audience, fostering a relationship that cultivates trust.


Create dynamic, effective explainer videos for your brand



Need help creating explainer videos that resonate with your target audience? These animated videos are easy to make with the help of a professional video production agency and branding partner. Say hello to Spin Creative—we’ll help you avoid the common mistakes associated with explainer video production, guiding you through the process of creating a world-class explainer video that gets you results.



About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.

Three people smiling and looking upwards. Blue sky backdrop. Man has arm around woman.

The Power of Filmmaking to Connect With Audiences Via Brand Storytelling

By Spin Creative • August 13, 2025
Discover how Spin Creative uses cinematic filmmaking to create authentic brand storytelling that inspires action, builds trust, and connects with audiences across platforms.
Woman in yellow room holding balloons; she wears blue, a sweater, and sunglasses.

How to Build a Holistic Brand Campaign That Drives Results

By Spin Creative • August 9, 2025
In today’s marketing environment, audiences do not experience your brand in a single channel or moment. They encounter it across platforms, devices, and contexts, often in the same day. The most successful campaigns meet audiences in all those places with a cohesive story, seamless brand experience, and clear strategic
Purple colored abstract 3D objects with texture from the Microsoft 3D Copilot in Viva Sizzle Video

Designing a 3D Brand Universe for Microsoft Viva + Copilot

By Spin Creative • June 11, 2025
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work. The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
A close up of a person 's face with sun shining behind with a blurry background.

Why Strategy, Storytelling, and Human Insight Still Win in the Age of AI

By Spin Creative • May 30, 2025
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
Show More