Explainer Video Guide
In today’s fast-paced digital world, capturing your audience’s attention is more challenging than ever. That’s where animated explainer videos come in!
As a freelancer specializing in creating these dynamic tools, I’m excited to share a series of posts exploring the how and why behind crafting compelling explainer videos.
How to begin...and what to consider
From simplifying complex concepts to boosting engagement and conversions, explainer videos are a must-have for any business looking to make a lasting impression. Join me as I delve into the benefits, styles, and creation process, providing insights and tips to help you harness the full potential of this powerful medium with example videos I have created for my clients.
The first step is to consider what you want to say and to whom. Here are a number of reasons to create an explainer video:
a. Introduce a product or service
b. Educate your customer
c. Make people aware of your brand
d. Identify a problem that you solve
e. Explain procedures to new customers or employees
f. Simplify complex ideas
g. Drive sales and boost conversions
h. Internal communications
i. Present information to investors or stakeholders
j. Promote an event
As you can see, there are quite a number of situations where an explainer video can be useful.
After determining the goal of the video, the next step is to create a script and storyboard. This will be covered in the next post. Typically, explainer video for services or products run between 60-90 seconds, whereas instructional style videos can last for a few minutes. Then it is important to create the voiceover. This will also be covered later. The video should be dynamic, attention-grabbing and easy to digest. Finally, adding sound effects and background music will set the tone for the entire video. By following these steps, you can create an impactful explainer video that effectively engages viewers and communicates your message.
How to create a script and storyboard
When creating an explainer video, writing a clear and concise script is key to delivering your message effectively. A well-written script ensures your audience stays engaged and understands your offering.
Here’s a simple structure to follow for service-based explainer videos:
Start with the problem: Identify the pain point your audience is experiencing. This grabs attention and shows you understand their needs.
Introduce who you are: Briefly explain your company or service and why you’re the one to solve the problem.
Present the solution: Share how your service or product can solve the problem and add value to your audience.
Provide details: Highlight key features or benefits of your offering that set it apart from others. Keep this concise but informative.
End with a call to action (CTA):
Encourage viewers to take the next step, whether it’s contacting you, visiting your website, or signing up for a free trial.
Your audience has a short attention span, so conciseness is key. Keep the script minimal and avoid unnecessary words. If part of a sentence can be removed without losing meaning, eliminate it. Explain ideas with fewer words and avoid repeating the same concept.
In order to gauge timing, note that there are approximately 150 words per minute of spoken text.
Once your script is ready, the next step is creating a storyboard. A storyboard outlines each scene visually, which helps in planning the flow of the video. This can be as simple as text notes describing what will appear on screen or more detailed with sketches or sample graphics.
Whether it’s visuals of people using your service, animated icons, or text elements, a storyboard ensures the visual and audio components align perfectly to convey your message.
With these steps, you’ll have a solid foundation for creating an engaging and effective explainer video.
Take a look at the following video I created for Granny Nannies as an example of following the structure above.
What style of video to choose
Selecting the right animation style for your explainer video can significantly impact its effectiveness and engagement. There are various styles to choose from including 2D, 3D, whiteboard, live action and kinetic text. Each style has its own strengths, so it’s important to choose based on your message and target audience. Generally, you can use any style to convey any message. Sometimes, it may be just what you prefer and how you envision the video to look.
2D Animation:
2D animation uses flat, two-dimensional characters and visuals akin to old cartoons. 2D is popular for its simplicity and versatility. It’s an ideal genre for explaining concepts in a fun and engaging way. The downside is that it can feel less immersive compared to 3D animation.
Sample usage: Software demos, product explanations, or educational content.
3D Animation:
3D offers a high-quality, immersive experience with realistic visuals. It’s perfect for showcasing products in detail, making it great for tech, medical, or architectural industries. There are 2 subcategories of 3D – 3D style and true 3D. 3D style is often referred to as 2.5D. This uses 3D style characters and environments but it is shown in a 2D plane. True 3D immerses an object within a full 3D environment where the camera can move about freely – akin to the 3D of Pixar movies. True 3D is more expensive and time-consuming to produce. 3D style can be utilized like 2D but has a more detailed and sometimes more realistic look.
Sample usage: Product demonstrations, brand storytelling, or industries where visual accuracy is crucial.
Whiteboard Animation:
This style features hand-drawn illustrations on a whiteboard, making it ideal for simplifying complex ideas. It can be created with color or just black and white. The images can be still or animated. It’s engaging and informative, but it might not be suitable for capturing emotions or dynamic storytelling.
Sample usage: Tutorials, training videos, or presenting statistical data.
Live Action:
Live action uses real people and environments, making it relatable and personal. It’s great for building trust and showing human elements. However, it can be expensive and may require professional actors and equipment. In order to simplify the usage of live action, stock video can be used to convey messages but one must find the appropriate video for their purpose. While some stock videos need to be purchased, there are sites offering free options, though these typically have smaller libraries with limited selections.
Sample usage: Brand introductions, testimonials, or behind-the-scenes content.
Kinetic Text:
Kinetic text uses animated typography to convey messages through movement. It’s excellent for emphasizing key points or creating visually compelling content quickly. However, it may not be engaging enough for longer or more complex narratives.
Sample usage: Short ads, social media clips, or highlighting quotes.
Choosing the right style depends on your budget, message, and audience. A strategic combination of these styles can also be used to create a dynamic and engaging explainer video. Have a look at these 2 videos I created for Skill-Up. They requested 2 versions of the video, one in 2D, the other 3D. This will give you a side-by-side comparison of the 2 styles.
What should be the tone of the video?
Choosing the Right Tone and Writing Style for Your Video
The tone and writing style of your explainer video are just as crucial as the visuals. They set the mood and help communicate your message effectively to your audience. Here are some common styles and tones to consider:
1. Professional and Formal:
This tone is best for B2B communications, corporate presentations, or industries like finance, law, or healthcare. It builds trust and credibility, but can sometimes feel too rigid or less engaging for broader audiences.
Pros: Establishes authority and professionalism.
Cons: May lack emotional appeal and relatability.
2. Conversational and Friendly:
Ideal for startups, small businesses, or products aimed at a younger audience. This style feels more personal and approachable, making it easier to connect with viewers.
Pros: Engaging and relatable, easy to understand.
Cons: Might come across as less serious or unprofessional in formal settings.
3. Humorous and Fun:
Great for brands that want to stand out and be memorable. Humor can make complex topics more digestible and your brand more likable. However, it’s crucial to use humor appropriately to avoid offending your audience.
Pros: Captures attention, makes content memorable.
Cons: Risk of being misunderstood or inappropriate for some topics.
4. Inspirational and Motivational:
This style is effective for non-profits, personal development, or health and wellness industries. It evokes emotions and encourages action. However, it may not be suitable for topics requiring a more factual approach.
Pros: Creates emotional connection, motivates action.
Cons: Can feel over-the-top if not balanced well.
5. Informative and Educational:
Perfect for tutorials, explainer videos, or content aimed at educating your audience. It’s focused on delivering value but can be dry if not paired with engaging visuals or storytelling.
Pros: Delivers clear and valuable information.
Cons: Can be perceived as boring or overwhelming without the right visuals.
Ultimately, your tone and style should align with your brand and message. Combining different styles can also be effective, like using a conversational tone with an informative style for a balanced approach. Have a look at this humorous example of a video I created for a dental group to educate kids.
Choosing the Voiceover: AI vs. Human, Male vs. Female, and Accents
The voiceover in your explainer video plays a crucial role in setting the tone and connecting with your audience. The choice between an AI-generated voice and a human voiceover depends on your needs.
AI voiceovers are fast, cost-effective, and great for simple projects where timing and budget are priorities. However, they often lack the emotional depth and natural flow of a human voice, which may make them less engaging for more personalized or emotive content.
Human voiceovers, on the other hand, offer nuance and emotional expression, making them ideal for storytelling, brand building, or videos that require a personal touch. While more expensive, the investment can result in higher engagement and relatability.
When deciding between a male or female voiceover, consider your target audience and the message. Male voices are often perceived as authoritative and commanding, while female voices can convey warmth and friendliness. The best choice depends on the tone you wish to strike.
Accents and multilingual voiceovers can be beneficial when targeting specific regions or cultural groups. Using an accent or a voiceover in another language can make your audience feel seen and understood, enhancing the impact of your video.
Ultimately, the right voiceover should align with your brand and audience, ensuring clarity, relatability, and emotional connection.
For the sample video I created for NJ Cool, I used an AI voiceover. Note that, although it does sound fairly human, it does lack some some natural affect and intonations. But AI voiceovers have come a long way.
Create Short Videos to Highlight Individual Products or Services
In today’s fast-paced digital world, capturing attention quickly is crucial. Creating shorter, digestible videos—between 60 and 90 seconds—is often more effective than producing longer content. Viewers are more likely to watch a complete video when it’s concise, ensuring that your message is heard.
For businesses with a variety of products or services, it’s best to create individual short videos rather than a single, lengthy one. Each video can focus on a specific product or service, allowing you to tailor the message, emphasize key features, and keep your audience engaged. Short videos can be easily shared on social media, used in email marketing, or embedded on your website for better reach and retention.
Moreover, attention spans are shrinking. People tend to drop off after the first minute or so, especially if the content doesn’t feel relevant to them immediately. A series of short videos helps to keep things fresh, allowing your audience to choose what interests them most without feeling overwhelmed by information overload.
Breaking up your content into shorter clips gives you more material for posts, maximizing your marketing potential.
With bite-sized, focused videos you’re more likely to hold attention, boost engagement, and increase the likelihood of viewers taking action.
This example is one of a series for Circle Waste, a UK company with multiple services. This one short 40 second video emphasizes one size of their garbage bin rentals.
Creating an Effective Process Explainer Video
When making an explainer video that outlines a step-by-step process—such as filling out a form or following a procedure—organization is key. Here’s how to create one that’s clear, engaging, and easy to follow:
Organize the Script: Start by breaking down the process into manageable steps. Write a concise script that flows logically, ensuring each step builds on the previous one. Keep the language simple and clear to avoid confusing your audience.
Work Out the Visuals: Visuals are crucial for process videos. Use clear, easy-to-follow graphics, like icons or flowcharts, to guide viewers through each step. If you’re showing a physical or digital process (like filling out a form), include screen recordings or animations that visually represent the actions. Avoid overcrowding the screen with too much information.
Use Graphics and Images Wisely: Graphics should complement the voiceover and enhance understanding. Choose visuals that simplify the content and highlight key actions. Incorporating arrows, check marks, or highlights can draw attention to important points, making the process easier to follow.
Structure the Video: Start with a brief introduction that explains what the process is and why it’s important. Then, move step-by-step through the instructions, keeping a steady pace. Finish with a clear summary or call to action, reinforcing the main points or next steps.
This approach will create a structured, informative explainer video that simplifies complex processes and engages your audience.
This video for The Butterfly Study is used to explain how to fill out a questionnaire for people with urinary issues about a non-surgical approach to care.
Discuss Difficult Topics with Animation
Creating an explainer video about serious or complex topics requires a thoughtful approach. The goal is to engage viewers and convey the message clearly, without making the content feel too heavy or negative.
Outline the Video: Start with a brief introduction that acknowledges the topic’s importance. Use a clear, structured outline to guide viewers through the content, breaking it into smaller sections for easier understanding. This could involve steps, key points, or frequently asked questions.
Use Animation, Text, and Images: Animation can simplify complex ideas and make serious topics more approachable. Use visuals to represent concepts or data in a way that’s easy to digest. Incorporate text to highlight important points or reinforce key messages. Images can add a personal touch, but avoid overly graphic content that could be distressing.
Tone and Music: Choose a tone that’s balanced—empathetic yet informative. Avoid sounding too formal or detached. A warm, conversational tone can help engage viewers. As for music, subtle background music can create the right atmosphere without distracting from the message. Light, calming tunes can help keep the mood from becoming too heavy. Alternatively, not using music can be effective when you want to maintain a serious atmosphere or emphasize spoken content. Silence or natural sound can draw attention to important information and make the video feel more direct.
Make It Engaging: Use storytelling to connect emotionally with the audience. Add elements of hope or solutions to avoid a negative tone. Engaging visuals and a well-paced script will keep viewers focused while delivering the information effectively.
This approach ensures that your explainer video is informative and sensitive while addressing difficult topics.
The sample video is from a series of videos for a New Hampshire
high school student assistance program.
Creating Ads with Animated Video
Creating a short, engaging explainer video for social media ads requires creativity and a clear message. With most social ads lasting between 10 to 30 seconds, the key is to grab attention quickly and leave a lasting impression.
Cover Trends, Use Humor, or Create Emotional Appeal: Tap into current trends to stay relevant, incorporate humor to make your message more memorable, or evoke emotions like nostalgia, excitement, or empathy to connect with viewers on a deeper level. Emotional appeal can be especially powerful for ads that aim to inspire action or convey a meaningful message. Another approach is to use curiosity-driven content, such as posing intriguing questions or using surprising facts to grab attention.
Choose the Right Animation Style: For social media ads, 2D animation and motion graphics are popular choices because they’re versatile, cost-effective, and quick to produce. They’re perfect for short videos with bold text and dynamic transitions to convey key messages clearly. 3D animation is another option if you want a more immersive and visually striking experience, as it adds depth and realism that can help your ad stand out.
Determine Your Message: Start by identifying the main goal of your ad. Are you promoting a product, raising brand awareness, or driving traffic to a website? Focus on one clear message or call to action. What’s the main takeaway you want viewers to have? Make sure it’s concise and straightforward.
Develop the Concept: Think about the best way to get your message across. For ads, using an intriguing question, bold statement, or trending topic can draw viewers in. Visuals should match the tone—bright colors for upbeat messages, minimalist design for a more professional look.
A well-crafted short ad will boost your brand’s visibility and increase ROI with targeted, engaging content.
This sample ad was created for Ontario Business Central utilizing a concept from a well-known internet personality.
Creating Animated Videos to Inform and Educate
Animated videos aren’t just for selling products or services—they’re a powerful tool for educating and informing. Whether you’re explaining a medical procedure, breaking down complex manufacturing processes, or creating educational content, animation can simplify complicated topics and make them more engaging.
The length of your video should align with your subject matter. For shorter topics, a concise video of a few minutes can get the message across effectively. However, if your topic is more extensive, it’s often better to break it into smaller, digestible chunks or chapters. This helps keep viewers engaged and allows for deeper dives into specific areas.
When creating educational videos, it’s essential to keep the terminology in line with the audience’s understanding. For example, medical content aimed at the general public should avoid jargon, while content for healthcare professionals can include industry-specific terms. Tailoring the language helps ensure your message is clear and easy to understand.
Animated explainer videos can serve a variety of purposes across industries—medical tutorials, manufacturing guides, or internal company training. They can be used for public outreach, internal staff training, or even as part of an eLearning course to sell to clients or students.
No matter the industry, animated videos are an excellent way to deliver information in an engaging, memorable way that resonates with your audience and meets your educational goals.
This example is the first of a series of educational videos from pinfa-NA (Phosphorus, Inorganic and Nitrogen Flame Retardants Association of North America).
Enhancing Explainer Videos: Real vs. Avatar Spokespeople
When it comes to explainer videos, using a spokesperson—whether real or digital—can add a personal touch and increase viewer engagement. While animation is great for illustrating complex ideas, sometimes the presence of a spokesperson helps convey sincerity and build trust with your audience. But how do you decide between a real human and an avatar-style spokesperson?
A real spokesperson adds warmth and relatability, making your brand more approachable. This choice is particularly effective for content where authenticity and trust are key, such as customer testimonials, company stories, or direct audience communication. Real people bring natural emotional cues that resonate with viewers. However, this option comes with higher production costs, scheduling considerations, and potential challenges in updating content.
Avatar-style digital spokespeople offer a modern alternative that’s cost-effective and flexible. These AI-driven figures can be designed to match your brand and can speak in different languages or accents to reach a global audience. The pros of using avatars include ease of content updates and reduced production time. However, while they are improving, avatars might not yet fully match the emotional depth or nuanced expressions of a human presenter, which could impact viewer connection.
Ultimately, the choice depends on your message, audience, and budget. Avatars are ideal for tech-savvy brands or scalable content, while real spokespeople excel at delivering heartfelt or trust-centric messages.
Look at this video I created for CanXida supplements. I hired a real spokesperson which gives this video a very relatable vibe.
Human-Created Videos vs. AI-Generated Videos: What You Need to Know
The world of video creation is evolving rapidly, and AI-powered software now offers an intriguing alternative to human-created videos. But how do they compare, and which is the right choice for your project?
Human-Created Videos bring expertise, creativity, and a nuanced touch that software alone can’t replicate. A human creator can craft custom visuals, align tone and messaging with your brand, and adapt to feedback with precision. These videos excel in storytelling, adding emotional depth and a personal touch. However, they often come with higher costs and longer production timelines.
AI-Generated Videos use advanced software that allows creators to build videos using prompts. This technology is efficient, speeding up production time and reducing costs. AI can automate repetitive tasks and simplify basic video creation, making it a good fit for quick explainer videos or content that needs frequent updates. However, AI in this field is still developing. While it’s getting better at creating engaging content, it often lacks the creative intuition, contextual understanding, and quality control a human touch provides. This can lead to videos that feel less tailored or miss the emotional resonance of a fully human-made video.
Pros and Cons:
Human-Created: Customizable, high-quality, emotionally engaging; more costly and time-consuming.
AI-Generated: Faster, cost-effective, and efficient; may lack depth and creative complexity.
Choosing between the two depends on your goals. For high-stakes branding, a human touch may be best. For quick, budget-friendly content, AI offers exciting possibilities.