Explainer videos are a game-changer for getting your message across quickly and clearly. But creating one that connects, informs, and leaves a lasting impact? That’s where many teams hit roadblocks.
With experience creating explainer videos for over 200 brands, we’ve refined a process that feels effortless.
Whether you’re a small business or a startup, let’s dive into how to make an explainer video that does the talking for you.
Content
What Exactly is an Explainer Video?
An explainer video is a short, engaging video that simplifies complex topics, products, or services for viewers. Typically lasting between 60 and 90 seconds, these videos use clear narratives, visuals, and often animations to break down information into digestible, memorable pieces.
By focusing on one main message, explainer videos guide viewers through a structured storyline, often highlighting a specific problem and showing how a product or service provides a solution.
Brands across industries, especially tech, finance, and e-commerce, use explainer videos to communicate effectively with their audiences.
Steps to Create an Explainer Video in 7 Simple Phases
Step 1: Start with Research and Strategy
Research and strategy are crucial for setting a solid foundation. Begin by defining clear goals for the explainer video, such as increasing brand awareness, boosting conversion rates, or educating customers on a product feature.
Next, understand the target audience, focusing on their needs, preferences, and pain points. This research helps you determine a core message that speaks directly to your audience’s interests.
Consider performing competitor analysis to see what resonates in your industry and identify gaps your video could fill.
Step 2: Select the Right Video Style
With your strategy in place, choose the video style that best suits your message and audience. Decide between animation, motion graphics, live-action, or a hybrid approach.
Animated explainers are ideal for simplifying complex ideas and adding a visual appeal that static content can’t provide.
Motion graphics work well for a modern and sleek look, often suitable for tech industries. Live-action videos bring a personal touch and can be more relatable, while hybrid approaches blend the best of both worlds, creating versatility for a range of messages.
Step 3: Craft a Concise and Compelling Script
A well-written script is the backbone of any effective explainer video. It should be concise, engaging, and structured with a problem-solution narrative that quickly captures attention.
Start by outlining the problem or pain point your audience faces, followed by how your product or service solves it. Aim for clear language, and remember to keep it brief—usually around 90 to 120 seconds.
“What makes creative content stand out is its ability to be different and unique. It’s this originality that draws attention and leaves a lasting impression because audiences are always looking for something they haven’t seen before.”
— Michael Pirone, CoFounder, Vidico
Consider ending with a call-to-action that guides viewers on the next steps, whether that’s signing up, learning more, or purchasing.
Step 4: Assemble Visual Assets and Branding Elements
Gather all necessary visuals, such as brand logos, icons, and other on-brand assets. If you’re creating an animated video, design illustrations or source high-quality templates that align with your brand’s aesthetic.
Consistent branding elements, such as colors and fonts, reinforce brand identity and make the video instantly recognizable. Additionally, assemble any supporting graphics or icons that will enhance clarity and complement the video’s style.
Step 5: Film or Animate the Video Content
The production stage is where the video starts to take shape.
For live-action videos, follow best practices like filming in high resolution, using good lighting, and focusing on clear audio quality.
For animation, use techniques that keep the motion smooth and engaging, with transitions that maintain viewers’ interest.
Both approaches require attention to detail and continuity to ensure a professional result. Work with skilled animators, videographers, or use high-quality animation tools to enhance production quality.
Step 6: Edit for Flow and Consistency
Editing is vital to create a seamless viewing experience. Pay close attention to pacing, making sure the video flows naturally and keeps viewers engaged.
Add transitions, sound effects, and background music that align with the video’s tone. Adjust audio levels to ensure clarity, and check for consistency in branding elements.
Editing tools can also help fine-tune the color grading, add captions, or improve overall visual quality. This step is key for polishing the final product and ensuring a professional look and feel.
Step 7: Publish and Promote Your Video
Once the video is complete, choose the right channels for distribution based on your target audience—whether on your website, YouTube, social media, or email newsletters.
Optimize the video for SEO by using relevant keywords in the title, description, and tags, which helps increase visibility in search results.
Cross-promote the video across platforms and consider using paid ads to reach a broader audience. Effective promotion ensures your video reaches its full potential, drawing in viewers and driving engagement.
Key Characteristics of a Successful Explainer Video
Captivates with a Clear Problem from the Start
Successful explainer videos begin by addressing a relatable problem to quickly engage the viewer. This approach shows the audience that the video understands their challenges and has a solution.
Features a Simple, Straightforward Script
A clear, focused script is essential, using simple language to ensure the message is easy to follow. Avoiding jargon and staying on one main point helps keep the viewer’s attention.
Highlights Benefits Over Features
Rather than focusing on technical details, effective explainer videos emphasize the product’s benefits. This makes the content more relatable and shows how it solves the viewer’s problem.
Uses Relatable Faces to Foster Connection
When appropriate, using relatable faces or characters helps create a personal connection with the viewer. This fosters trust and makes the video feel more approachable and human.
Prioritizes Visual Storytelling over Heavy Narration
Visuals should drive the story, minimizing reliance on voiceover to keep viewers engaged. Animation, graphics, and actions are used to illustrate key points without overwhelming narration.
Formats Content Specifically for the Target Audience
Tailoring the video to match the audience’s style, preferences, and level of understanding ensures it resonates more effectively. This personalization makes the message feel relevant and targeted.
Keeps th Animated Explainer Video at an Optimal Length
An ideal explainer video is between 60 and 90 seconds, long enough to convey the message but short enough to maintain viewer interest. This length helps ensure the content is clear, engaging, and memorable.
Includes Just the Right Amount of Editing for Clarity
Proper editing smooths transitions, balances pacing, and maintains consistency, making the video feel polished. Clear and precise editing keeps the viewer focused on the message.
Pairs with an Ideal Soundtrack
The right music or sound effects add to the video’s tone and pacing, enhancing the viewer’s experience. A well-chosen soundtrack supports the story without distracting from the main message.
Advanced Tips for Creating High-Impact Explainer Videos
Test Your Video with a Small Audience First
Sharing the video with a select audience before launch allows you to gather useful feedback. This pre-launch testing helps identify areas for improvement, ensuring the final version resonates well with your broader audience.
Leverage Analytics to Measure Engagement
Once published, track important engagement metrics such as completion rates, clicks, and viewer drop-off points. These analytics give insights into the video’s effectiveness, guiding adjustments in future content for better results.
Consider Multi-Language Versions for Broader Reach
Adding voiceovers or subtitles in multiple languages can significantly expand your video’s accessibility and appeal. This approach makes your content more inclusive and helps reach a global audience, maximizing the video’s impact.
Choosing the Right Tools for Each Stage of Video Creation
Scriptwriting Software for Streamlined Planning
Start with scriptwriting tools like Celtx or Final Draft to organize and refine your script. These platforms help streamline the writing process by providing formatting, collaboration features, and built-in storyboarding, ensuring your video’s narrative is clear and structured from the outset.
Animation & Video Production Tools
For animation, tools like Adobe After Effects and Blender allow for detailed motion graphics and 3D animations, while platforms like Vyond and Animaker are great for quicker, high-quality 2D animations. For live-action, Canon C300 Mark III or Sony FX6 cameras paired with a tool like Davinci Resolve can provide excellent video production quality.
Editing Platforms for Final Touches
Adobe Premiere Pro and Final Cut Pro are industry-standard editing tools that enable precise control over transitions, color grading, and audio synchronization. For simpler projects, iMovie or Filmora offer accessible editing options to add polish without complex features.
Hosting & Distribution Platforms for Maximum Visibility
Use platforms like YouTube, Vimeo, and Wistia for hosting and wide distribution.
For internal audiences, Vidyard or Brightcove can be effective, while social media platforms like LinkedIn and Facebook extend reach and drive engagement across targeted audiences.
For instance, Vidico uses Vimeo primarily as an internal or company-focused channel, ideal for sharing content within a team or closed audience. Meanwhile, YouTube is more client-facing, helping Vidico connect with a broader audience and improve discoverability among target viewers.
This approach maximizes reach by tailoring the distribution platform to the audience type, with YouTube offering public visibility and Vimeo providing a more controlled environment for internal sharing.
DIY vs Professional Explainer Video Services
| Aspect | DIY Explainer Video | Professional Explainer Video Services |
|---|---|---|
| Cost | Low to Moderate – Suitable for small budgets with free or affordable software options. | Higher – Investment in experts and high-quality production, offering long-term ROI. |
| Time Commitment | High – Requires learning software, planning, and executing every production step independently. | Low to Moderate – Professionals handle the process, saving you time while delivering on deadlines. |
| Quality | Basic to Moderate – Limited by skill and software; may lack polish or brand-specific details. | High – Professionals bring expertise, advanced equipment, and branding to ensure polished, cohesive visuals. |
| Customization | Limited – DIY tools often have template-based options, restricting unique customizations. | High – Customized scripts, visuals, and storylines tailored to brand identity and target audience. |
| Control Over Process | Full control – You manage every step, from scripting to production. | Collaborative – You guide the direction but rely on professionals to execute the vision with expertise. |
| Skill Requirement | Moderate to High – Requires knowledge of scriptwriting, editing, and animation software. | Minimal – Professionals handle technical aspects, allowing you to focus on core message and review. |
| Time to Market | Longer – Takes more time due to DIY learning curve and production stages. | Faster – Experienced teams streamline production, often delivering in a fraction of the time. |
| Scalability | Limited – Scaling DIY production for multiple videos can be time-intensive and inconsistent in quality. | High – Professional services can scale content creation efficiently while maintaining quality and brand consistency. |
| When to Choose | Ideal for small projects, tight budgets, or early-stage startups needing a quick solution. | Best for brands requiring high-quality, impactful videos with brand-specific customization and consistency. |
FAQs
What should be included in an explainer video?
An effective explainer video typically includes a clear introduction to the problem the audience faces, followed by a concise explanation of the solution—often through a product or service.
Key elements are a straightforward script, engaging visuals, branding elements, and a strong call-to-action (CTA) at the end, which directs viewers on the next steps.
What is a basic explainer video?
A basic explainer video is a short, informative video designed to simplify complex ideas, products, or services.
It usually combines visuals and narration to convey the key message in an easy-to-understand format, making it ideal for introducing a brand or clarifying its offerings.
What format is an explainer video?
Explainer videos come in various formats, including animation, live-action, whiteboard animation, and motion graphics.
The choice of format depends on the content’s complexity and the audience’s needs; for example, animation suits technical subjects, while live-action adds a personal touch.
How long should an explainer video be?
Explainer videos are generally between 60 to 90 seconds long.
This length allows enough time to cover essential information while keeping viewers engaged, as concise videos tend to hold attention and are more memorable.
Key Takeaways
Creating an effective explainer video involves careful planning, creativity, and attention to detail at each stage.
From identifying the core message and understanding your audience to selecting the right style, scriptwriting, and production tools, each step plays a crucial role in crafting a video that resonates.
A successful explainer video uses clear visuals, storytelling, and high-quality audio to engage viewers, simplify complex topics, and convey a compelling message.
Looking to bring your ideas to life with an impactful explainer video? Use our VidiFit Quiz and get an upfront estimate tailored to your needs.
Let’s work together to create a video that captivates your audience and drives real results. Start your project today with a free estimate!
References:
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- https://www.forbes.com/councils/theyec/2022/09/16/explainer-videos-and-the-key-to-making-them-great/
- https://www.britannica.com/topic/search-engine-optimization
- https://www.linkedin.com/advice/0/what-ideal-length-video-content-marketing-skills-content-marketing-w8ulc
- https://www.linkedin.com/pulse/psychology-video-ginger-bell
