Animated explainer video production

A common explainer structure

1. 01

   Problem

   What the viewer is struggling with.

   Output: Recognition

2. 02

   Solution

   What you offer in one line.

   Output: Interest

3. 03

   How it works

   Three or four simple steps.

   Output: Understanding

4. 04

   Benefit

   What changes for the viewer.

   Output: Motivation

5. 05

   Next step

   What to do now.

   Output: Action

The script comes first

The script is the explainer. It should start from the viewer's situation in words they would use, explain your solution in plain language, walk through how it works in a few steps and finish with a clear next step. Read it aloud to check length and rhythm. Cut jargon, internal terms and anything that does not help the viewer decide. A tighter script makes a better and less costly animation.

One idea per scene

Each scene should show one idea that matches the words being spoken at that moment. When visuals and narration say different things, viewers lose track. Keep scenes uncluttered, use simple visual metaphors that viewers will recognise, and let each idea finish before moving on. A storyboard sketching every scene with its narration lets you check this before animation begins.

Illustration styles

Voice-over and captions

A clear, warm voice at an unhurried pace can carry an explainer. Choose a voice that suits your audience, and license the recording for every way the video will be used. Add accurate captions so viewers who are deaf or hard of hearing, or watching muted, can follow. If the video will mainly be watched silently on social feeds, consider on-screen text in place of voice-over.

Example: an explainer for a payroll service

Before publishing

Length

Explainers work best when short enough to watch in one go. Aim for the shortest length that covers the problem, solution, how it works and the next step. Longer explanations can be split into a short overview and separate detailed videos for those who want more. A short teaser can lead to the full version.

Accurate claims

Explainers can make services sound effortless. Keep claims about time saved, costs reduced or results achieved accurate and supportable, and avoid promising outcomes. Regulated services, such as financial or legal ones, may have specific rules on what can be said; check with your adviser.

Where explainers are used

Homepages, service pages, sales emails, presentations, trade stands and social posts can all use the same explainer, in different versions: a full edit with voice, a silent captioned cut for social feeds and a short teaser. Plan versions at the storyboard stage. Add a still image as a thumbnail for each.

Consistent with your brand

Use your brand colours, fonts and tone of voice in the script and visuals, so the explainer feels like the rest of your materials. Characters and settings should reflect the audience you serve. Reuse characters across future videos.

Characters and representation

If the explainer uses characters, make them reflect the range of people you serve, and avoid stereotypes. Characters help viewers see themselves in the story, so choose settings and situations your audience will recognise.