Pitfalls in explanatory animation: how to avoid costly mistakes

No clear goal or core message

Without a clear goal and one core message, your video will become a compromise. Decide in advance what you want to achieve and how you will measure it: lead generation, onboarding, behavioral change, or brand preference. Link this to a clear call to action and tailor the tone, style, and voice-over accordingly. Reduce your story to a core sentence that everyone internally can repeat. Anything that does not support that sentence does not belong in the animation. For structural choices that increase effectiveness, check out tips for an effective explanimation.

• Goal: what should the viewer do or know after watching?
• Key message: 1 sentence that captures the problem and the solution
• CTA: 1 concrete next step, immediate and accessible

No connection with your target group

Your explanatory animation only works if it speaks the viewer's language. The level of explanation, context, and prior knowledge determine word choice, pace, and visual metaphors. Distinguish between primary and secondary target groups and choose the channel on which they will view your video. LinkedIn requires a different opening and aspect ratio than your website or e-learning platform. Avoid jargon unless you are 100 percent sure that everyone understands it, and provide subtitles for silent playback.

• Define one primary target group and write specifically for them.
• Select the appropriate length, thumbnail, and subtitles for each channel.
• Test your script on three people from the target group and incorporate their feedback.

Trying to convey too much in a single animation

An explanatory animation is not a brochure. If you try to tell everything, you will lose attention and impact. Focus on the core problem and the solution, and move details to your landing page or an additional white paper. As a rule of thumb, 60-90 seconds is often optimal for introductions and product explanations. If you need more nuance, work in a series of short videos per sub-theme. This will keep the pace high and your message sharp. Not sure about the ideal length? Read how long an animated video should be.

• Start with the viewer's question, not with your organization
• Cut out repetition and subordinate clauses—spoken language wins over written language.
• Use examples that directly prove your core message.
• For more in-depth information, refer to pages with additional information via CTA.

A script without rhythm and flow

Even a compelling narrative can fall flat without proper pacing. Write in conversational language, alternate between short and medium-length sentences, and use signal words to mark transitions. Allow text and images to complement each other: what you see does not need to be stated. Utilize a storyboard to ensure that timing, framing, and voice-over are accurate and that your message flows smoothly. You can find more guidance in our working method.

Cutting back on the wrong things

Saving on briefing, script, and storyboard is a false economy. These are where you lay the foundations for content, flow, and style choices. If you want to control costs, optimize where you can without impacting the message: keep the duration short, choose an appropriate—not necessarily complex—style, and reuse illustrations and animation assets in social cutdowns and how-to's. This way, you get more return from the same budget. Curious about where your budget will yield the most? Read what an animated video costs.

• Invest in strategy, script, storyboard, and good voice-over
• Limit duration and style complexity where possible
• Schedule review rounds per phase to avoid costly rework