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Strategic Selection: How Many Features Should You Highlight in Your Product Explainer Video?

Creating an impactful product explainer video involves making strategic decisions about the features to showcase. This process can significantly influence how well your target audience understands and appreciates your product. Highlighting the right features in your explainer video can lead to increased engagement, improved conversion rates, and a better user experience. But how do you determine the right number of features to highlight in your product explainer video? Let's delve into some strategic considerations.

1. Understand Your Audience:

Like we always say, before you decide on the features to showcase, it's crucial to understand your target audience. Conduct thorough market research to identify their preferences, pain points, and what drives their decisions. Tailor your feature selection to align with their needs and interests, ensuring your video is relevant and compelling to them.

2. Define Your Message and Goals:

Clearly define the primary message you want to convey through your explainer video. Determine the goals you aim to achieve, whether it's demonstrating a specific problem-solving feature, highlighting unique selling propositions, or showcasing ease of use. Align the selected features with this message to create a cohesive and impactful narrative.

3. Prioritize Features Based on Value:

Not all features are created equal. Evaluate the features of your product and prioritize them based on the value they provide to the users. Focus on features that set your product apart, address critical pain points, or offer unique benefits. These are the features that should take center stage in your explainer video.

4. Limit the Number of Features:

While you might be enthusiastic about showcasing every feature of your product, it's essential to strike a balance. Too many features in a short explainer video can overwhelm and confuse your audience. Aim to highlight a select few, usually around three to five key features that encapsulate the essence of your product effectively.

Here's an example of listing and prioritizing features for an imaginary product, let's call it "SuperFit App," which is a fitness tracking application:


Priority (High to Low)

Impact (High to Low)

Real-time Activity Tracking



Personalized Workout Plans



Progress Analytics



Integration with Wearable Devices



Video Tutorials



Social Community



User-Friendly Interface


In this table, "Priority" indicates the importance of the feature (ranging from high to low), while "Impact" signifies the potential influence or effect the feature can have on the users' engagement or experience (ranging from high to low).

5. Consider the Video Length:

The length of your explainer video matters when deciding on the number of features to showcase. Short videos (around 60-90 seconds) require a more focused approach with fewer features, while longer videos can accommodate a slightly broader range. Align the number of features with the video duration to maintain a good pacing and engagement level.

6. Maintain Clarity and Simplicity:

Choose features that are easy to explain and comprehend within the context of the video. Present them in a clear, straightforward manner to avoid confusion. Use visuals, animations, and concise explanations to ensure that the audience easily grasps the showcased features and their benefits.


Strategically selecting the features to highlight in your product explainer video is a crucial step towards its success. By understanding your audience, defining your message, prioritizing features based on value, limiting the number of features, considering video length, and maintaining clarity, you can create an impactful and engaging explainer video that effectively communicates the value of your product.

Remember, it's not about showcasing every feature but about showcasing the right features that leave a lasting impression and drive user engagement.


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