How to Create Engaging Tech Explainer Videos
- Henry McIntosh
- Sep 20
- 14 min read
Creating tech explainer videos can simplify complex ideas for busy decision-makers, especially in industries like financial services and technology. These videos help businesses communicate technical concepts clearly while addressing specific audience concerns, such as compliance, scalability, or cost savings. Here's a quick guide to making your videos effective:
Start with a clear goal: Define the main purpose of your video - whether it's educating, generating leads, or showcasing a product.
Write an engaging script: Use simple language, focus on benefits over features, and structure your video logically (problem, solution, proof, and action).
Choose the right format: Options include live-action, animation, screencasts, or a hybrid approach, depending on your topic and budget.
Tailor visuals and messaging: Match your style to your brand and audience preferences, using British spelling, local examples, and compliance references.
Test and refine: Gather feedback from internal teams and clients to ensure clarity and accuracy before distribution.
Distribute strategically: Use platforms like LinkedIn, email campaigns, and customised landing pages to reach your audience effectively.
Complete Explainer Video [Step-by-Step]
Planning and Writing Your Video Script
Creating a successful tech explainer video starts with careful planning and a well-thought-out script. This is where you establish the crucial link between what your audience sees and the message you want to convey. To do this effectively, you need a clear understanding of your audience, well-defined goals, and a narrative that simplifies complex technical ideas into something easily understood.
Define Your Goals and Core Message
The backbone of any great script is clarity. To achieve this, start by pinpointing your video's main purpose. Are you introducing a new software tool to IT managers? Explaining blockchain's potential to financial executives? Or showcasing how your API can streamline operations? Each goal requires a tailored approach to messaging.
Once you've identified your primary objective - whether it's generating leads, educating prospects on a feature, or guiding potential clients towards a purchase - use it to shape every aspect of your video. This includes its length, tone, and the depth of technical information you provide.
Next, craft a single, clear core message. For instance, if your video focuses on a cybersecurity platform, your main point could highlight how it reduces incident response times while ensuring full compliance with UK data protection laws.
It's also crucial to speak directly to your audience's specific concerns. For example, financial professionals often worry about regulatory compliance and risk, while technology leaders prioritise scalability and integration. Manufacturing decision-makers, on the other hand, may focus on operational efficiency and cost savings. Your script should reflect these priorities, showing how your solution addresses their unique challenges.
Finally, consider your audience's viewing habits when writing your opening hook and pacing the video.
Write a Clear and Concise Script
A strong script doesn't just explain - it engages. Start with an opening that immediately grabs attention by addressing a pressing issue. Within the first 15 seconds, your audience should understand the problem you're solving and why they should keep watching.
Keep your language simple and conversational. Avoid heavy jargon, and when technical terms are necessary, provide quick, easy-to-follow explanations. For example, instead of diving into complex throughput metrics, you might say, "This ensures your customers experience fast, reliable service, even during busy periods."
Focus on how your solution benefits the viewer, rather than just listing features. Instead of saying, "Our software tracks data in real time", explain, "You’ll gain real-time insights that help you make quicker, smarter decisions."
As you write, think visually. Make notes about where animations, charts, or product demonstrations might fit to ensure your visuals complement your script. Aim for a pace of 150–160 words per minute, which is enough for viewers to absorb the information without feeling overwhelmed.
Structure the Video Flow
A well-structured video takes viewers on a journey, guiding them from identifying a problem to embracing a solution. A tried-and-tested structure involves five key stages: problem, agitation, solution, proof, and action.
Start by clearly outlining the problem your audience faces. For instance, highlight how unplanned downtime can lead to significant costs for manufacturers.
Then, add context to the problem by discussing its broader impact - how it disrupts production, damages customer relationships, or affects compliance and competitiveness.
Next, introduce your solution as the answer to these challenges. Use straightforward language to explain its benefits, focusing on the positive changes it brings. Analogies can help make technical concepts more relatable - comparing data encryption to a secure vault, for example, can simplify a complex idea.
Support your claims with real-world examples or measurable results. Highlight tangible outcomes like cost reductions or improved system reliability that your audience can relate to.
Finally, end with a clear and compelling call to action. Avoid vague prompts like "Learn more." Instead, be specific: "Book a 15-minute demo to see how we can optimise your manufacturing operations." Ensure each segment flows smoothly into the next, creating a narrative that keeps viewers engaged.
This thoughtful structure not only makes your script easier to follow but also sets the stage for production, ensuring visuals and messaging work hand in hand.
Select the Right Video Format and Style
Choosing the right video format and style is key to ensuring your message is clear and engaging. Your choice should reflect the complexity of your topic, your budget, and the preferences of your target audience within the UK's competitive B2B technology market.
Compare Different Video Formats
Live-action videos are great for building trust and adding a personal touch. They're ideal for showcasing company culture, conducting executive interviews, or demonstrating physical products. However, these videos often require more resources and may need updates as technology changes.
Animated videos excel at breaking down complex ideas while offering creative flexibility and longevity. They’re especially useful for illustrating data flows, system architectures, or cybersecurity concepts that can be tricky to explain with traditional filming techniques.
Screencasts and software demonstrations are perfect for showing your product in action. They’re cost-effective and quicker to produce, making them a smart choice for software platforms, APIs, or enterprise solutions. However, they might not be as visually engaging as other formats.
Hybrid formats blend different techniques, such as animation for explaining concepts, screencasts for practical demonstrations, and live-action for testimonials. This approach creates a well-rounded and engaging presentation but requires careful coordination to execute effectively.
Here’s a quick comparison of these formats:
Format | Best For | Production Time | Cost Level | Longevity |
Live-action | Building trust and showcasing physical products | Longer | Higher | May require updates |
Animation | Explaining abstract concepts and technical processes | Moderate | Moderate | Longer |
Screencast | Demonstrating software features and tutorials | Quick | Lower | Moderate |
Hybrid | Comprehensive explanations and multi-faceted storytelling | Extended | Higher | Variable |
Once you’ve chosen a format, make sure your video style aligns with your brand and resonates with your audience.
Match Style with Brand and Audience
Different industries have distinct preferences when it comes to video style. For example, financial services audiences tend to favour clean, professional aesthetics with subtle animations and conservative colour schemes, which help convey clarity and reliability. Meanwhile, technology sector audiences may respond better to bold graphics and modern designs that emphasise technical sophistication.
Your brand’s personality should guide your visual choices. For instance, a cybersecurity company might use darker themes with strong accent colours to evoke a sense of urgency and protection. On the other hand, a productivity software provider might opt for brighter, more energetic tones to reflect efficiency and innovation.
Tone and pacing are equally important. British business audiences generally prefer a delivery style that’s informative and confident rather than overly sales-driven. The pacing should allow viewers to absorb technical details without feeling overwhelmed. The complexity of your visuals should also match your audience’s expertise - detailed diagrams may suit IT professionals, while simplified graphics might be better for senior executives.
To make your content more relatable, localise it for UK audiences. Use British spelling, reference local regulations like GDPR, and include examples relevant to the region. This not only enhances credibility but also shows your understanding of the local market.
Finally, tailor your video style to the platform where it will be shared. LinkedIn posts benefit from polished, professional visuals, while internal training videos can afford to be more casual. For trade shows, bold and eye-catching designs are essential, whereas detailed explanations and interactive features work better for one-on-one sales presentations.
For further guidance on refining your video strategy, consider consulting experts like Twenty One Twelve Marketing.
Produce and Create Your Video Content
Once you've chosen the format and style for your explainer video, it’s time to turn your ideas into reality. This is the stage where your script and creative vision come together to form a polished video that simplifies complex tech concepts for your audience.
Create Storyboards and Plan Visuals
A storyboard acts as the backbone of your explainer video. Think of it as a visual outline - similar to a comic strip - that lays out the flow, key messages, visuals, and transitions for each scene [1][3]. It’s a crucial tool for organising ideas and ensuring everyone involved, from clients to animators and voiceover artists, is aligned on the creative direction.
Storyboarding also helps you spot potential issues early on - whether it’s character design, background elements, or transitions - so you can avoid costly adjustments during production [1]. Start with your finalised script, breaking it down into scenes or frames. Simple sketches are enough to communicate your ideas clearly [1][3][4].
Most professionals rely on digital tools like Adobe Illustrator or Photoshop to create storyboards. For a more detailed preview, you can develop animatics - basic animated versions of your storyboard that show motion and timing [1]. While sketching, focus on visual storytelling techniques. Use the rule of thirds to guide attention, indicate lighting and colour choices to set the mood, and add arrows to show camera or character movements [2][4]. Including notes about scene timing, camera angles, and on-screen text will help ensure the video flows smoothly and maintains a consistent pace.
Record, Edit, and Add Visual Elements
This is where your storyboard comes to life. Whether you’re using live-action footage, animations, or screencasts, high-quality visuals are essential for keeping viewers engaged [1][5]. For live-action videos, prioritise good lighting and sound. Invest in quality microphones and choose quiet, acoustically suitable environments - especially in UK offices where background noise like heating systems or traffic can be a challenge.
For animated videos, focus on timing and movement to keep the content dynamic. Aim for a runtime of 30 seconds to 2 minutes [1], as this is long enough to deliver your message but short enough to hold attention. Remember, the average internet user’s attention span is under 9 seconds [5]. During editing, incorporate visual aids like system architecture diagrams, data flow illustrations, or process charts - these are particularly effective for B2B tech audiences.
Consistency is key. Ensure your colour grading and visuals align with your brand while maintaining enough contrast for accessibility. Don’t forget to add captions and subtitles during post-production, as many professionals in the UK watch videos on mute.
Once your video is polished, the next step is to make it resonate specifically with UK audiences.
Adapt Content for UK Audiences
Tailoring your explainer video for a UK audience involves more than just translating text - it requires adapting to British business norms and expectations. Use UK-specific standards for language, measurements, and currency (e.g. 'optimise,' metric units, and the £ symbol). A voiceover artist with a neutral British accent can also make your video feel more relatable to local viewers.
Incorporate references to UK regulations and compliance standards, such as GDPR or Financial Conduct Authority guidelines, to show your understanding of the local regulatory landscape. Including examples from well-known UK organisations - like a London fintech firm, Manchester-based manufacturers, NHS trusts, or FTSE 100 companies - can further boost relevance.
Pay attention to cultural details. British business culture often prefers understated messaging over exaggerated claims, so keep your tone straightforward. Use UK date formats (DD/MM/YYYY) and refer to bank holidays instead of federal holidays to reflect local business schedules. These small but meaningful adjustments can make your video feel tailored and authentic to a UK audience.
Review, Test, and Distribute Your Video
With production wrapped up, the next steps are all about ensuring your video connects with its audience and delivers the impact you’re aiming for. This stage turns a solid video into a marketing asset that resonates with your B2B tech audience.
Check for Accuracy and Relevance
Start with a thorough quality review to catch any errors that could undermine your credibility. In the tech world, precision is everything - small mistakes can erode trust with an audience that values accuracy.
Double-check all technical details, statistics, and claims in your video. If your content includes software demonstrations, ensure they reflect the latest interfaces and features, as updates can quickly make older visuals look outdated. Be especially careful with compliance references - whether it’s GDPR, FCA regulations, or industry standards, everything must be up to date and spot-on.
Review your script for consistent British spelling (e.g., optimise, realise, colour) and ensure all currency is displayed in pounds (£). Dates should stick to the UK format (DD/MM/YYYY) for consistency.
Audio quality matters just as much. Listen for any background noise, unclear pronunciation, or inconsistent sound levels between sections. Poor audio can be a major distraction for UK business audiences and might even make your video feel unprofessional.
Finally, check the visuals. They should align with your brand guidelines while also being accessible. Make sure there’s enough colour contrast for viewers with visual impairments, and confirm that all on-screen text is easy to read on a variety of devices and screen sizes.
Test and Make Improvements
Before rolling out your video, test it with internal teams to gather initial feedback. Share it with sales teams, product managers, and customer-facing staff who know your audience’s challenges and technical knowledge inside out.
For a more objective perspective, test the video externally with a small group of current clients or prospects. Focus on whether the message is clear, not just personal preferences. Ask targeted questions like: Can viewers summarise the main idea after watching? Did any sections feel rushed or confusing? Where did their interest dip?
You can also experiment with A/B testing to fine-tune your video. For example, try different opening hooks, adjust the placement of your call-to-action, or test varying video lengths. Even small changes, like tweaking the narration speed or repositioning key information, can make a big difference in engagement.
Pay close attention to how viewers interact with your video during testing. If people pause, rewind, or stop watching at specific points, these behaviours can highlight areas that need tweaking. If multiple viewers struggle with the same section, consider simplifying it or adding visuals to make the concept clearer.
Document all feedback and prioritise changes. Quick fixes like adjusting sound levels or correcting typos can be handled swiftly, while bigger changes to the content structure might take more time. Once you’ve made the necessary adjustments, incorporate these updates into your final distribution plan.
Distribution Methods for B2B Tech Audiences
With your video polished and ready, it’s time to focus on getting it in front of the right people. For B2B tech audiences, a strategic distribution plan is key.
LinkedIn is a top platform for B2B video distribution in the UK. Native video posts tend to perform better than external links, so upload your video directly to the platform. Post during business hours (9:00-17:00 GMT) for maximum visibility, and use industry-relevant hashtags to extend your reach.
Email campaigns are another effective way to connect with your audience. Instead of attaching large files, embed clickable video thumbnails to make it easy for recipients to watch. Include the video in multiple campaign touchpoints, from initial outreach emails to nurturing sequences. Personalise subject lines to address specific challenges your video aims to solve.
Account-based marketing allows for highly targeted distribution. Tailor your video for different industries or company sizes, and share it through personalised landing pages, direct mail, or outreach by your sales team.
Website integration ensures your video works hard for you 24/7. Add it to relevant service pages, case studies, or resource hubs. You could even create dedicated landing pages for your videos to boost SEO and drive conversions.
Sales enablement is another great way to use your video. Equip your sales team with easy sharing options, talking points, and guidance on how and when to use the video during their outreach efforts.
For more tailored strategies, companies like Twenty One Twelve Marketing specialise in targeting B2B tech audiences in the UK. Their expertise in financial services and tech sectors focuses on generating sales-qualified leads rather than simply chasing video views.
Performance tracking is the final piece of the puzzle. Go beyond simple view counts - track metrics like engagement duration, click-through rates, and how many viewers convert into leads. These insights will help you refine not just this video’s performance but also your future video projects and distribution strategies.
Conclusion: Key Steps for Creating Tech Explainer Videos
Crafting effective tech explainer videos requires a careful blend of technical precision and clear communication. To recap, the process begins with defining your core message - pinpointing exactly what your audience needs to learn. From there, a well-thought-out script breaks down complex ideas into manageable, easy-to-understand sections.
Your video format and style should reflect your brand identity while meeting audience expectations. Consistency with your broader marketing efforts reinforces trust, especially among UK business audiences who appreciate professionalism and attention to detail.
The production phase is where local nuances come into play. Incorporating British spelling, £ currency formatting, and other region-specific elements demonstrates your understanding of the market. These details are particularly crucial in sectors like financial services, where precision and local expertise carry significant weight.
Quality assurance is vital and shouldn't be rushed. In B2B tech marketing, even minor errors - like outdated visuals or compliance missteps - can erode credibility. Testing your video with internal teams and select clients ensures accuracy and provides valuable feedback to fine-tune your message before it reaches a wider audience.
The distribution strategy determines the reach and effectiveness of your video. While LinkedIn dominates as the go-to platform for UK B2B audiences, other methods like email campaigns, account-based marketing, and sales enablement often yield higher conversion rates. The key is to align your distribution channels with where your audience consumes content and makes purchasing decisions.
When executed well, tech explainer videos become more than just marketing assets - they act as powerful tools for simplifying buying decisions. They position your company as a trusted advisor, translating technical expertise into measurable growth and stronger client relationships.
These videos deliver value across multiple touchpoints, from educating prospects to supporting sales teams. By following these structured steps and tailoring your approach to the unique needs of UK audiences, your tech explainer videos can drive meaningful business growth in competitive B2B markets.
FAQs
What’s the difference between live-action and animated tech explainer videos, and how do I choose the right one?
Live-action videos bring a personal and relatable feel by featuring real people and actual locations. They work brilliantly for showcasing your team, demonstrating practical uses, or highlighting physical products. On the other hand, animated videos use illustrations, graphic design, or CGI to break down abstract or complex ideas, making them an excellent choice for explaining intricate concepts visually.
When choosing between the two, think about your budget, how complex your message is, and whether your audience would respond better to a human connection or a visualised explanation. Both options can deliver great results when they align with your project goals and brand image.
How can I make my tech explainer video engaging while ensuring it complies with UK GDPR regulations?
To craft a tech explainer video that aligns with UK GDPR, make sure to obtain explicit consent from anyone featured, particularly if the video involves personal data. If you can avoid using personal data, consider anonymising or redacting it to safeguard privacy.
Be upfront about how any data will be used by including a clear and concise privacy notice. This approach not only ensures compliance with UK data protection laws but also fosters trust with your audience. By blending legal adherence with creative storytelling, you can create videos that connect with viewers while staying within the law.
What are the best ways to distribute a tech explainer video to reach a B2B audience in the UK?
To share your tech explainer video effectively with a UK-based B2B audience, start with LinkedIn. It’s a go-to platform for connecting with professionals and showcasing expertise in the industry. Embedding the video on your website and incorporating it into targeted email campaigns can further boost its reach and engagement.
You might also want to explore paid advertising options, like LinkedIn Ads or Google Ads, to zero in on specific business sectors. Collaborating with industry influencers can give your message an extra push, helping it reach a broader audience. By tailoring your distribution strategy to the UK market, you’ll ensure your content hits the mark with the right audience and delivers stronger results.
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