What an explainer video is for
An explainer video answers a question your customers ask again and again: how does it work? What’s in it for me? What happens next? It suits offers that are hard to photograph – a service, software, a process, a technical product.
Typical occasions:
- A new product or service that customers don’t know yet.
- A process you otherwise explain afresh on every phone call, from enquiry to installation, say.
- An app or a customer portal that your customers are going to use.
- Internal topics such as onboarding new staff or safety rules.
Animation or live action?
Both have their strengths. The choice depends on what you want to show.
Animation fits when it’s about processes, ideas or things you can’t film: data flows, software, the inside of a machine, a before and after. Animation is easy to plan, simpler to change later and matches your corporate design exactly. More at Motion design.
Live action fits when trust and closeness matter: people, places, craftsmanship, a product in someone’s hand. Live action shows that you really exist. It needs a shoot day, locations and people in front of the camera. More at Video.
A mix is often strongest: real footage of your team, combined with animated graphics that show the invisible.
How long should it be?
As short as possible, as long as necessary. As a rule of thumb:
- For your website: around one to two minutes. People on your site are already interested and will watch a little longer.
- For social media: much shorter and in portrait format. The first second has to catch attention.
- For sales: as long as the conversation needs – ideally split into several short chapters.
Better one video per question than one long video that tries to explain everything. A good script can often be cut into one long and several short versions.
The script comes first
The most important work on an explainer video happens before the first frame is animated: the script. It sets out what is said, in what order and with which image. A proven structure:
- The problem. What does your customer know from everyday life?
- The solution. What do you offer?
- How it works. Two or three steps, no more.
- The benefit. What does the customer gain in the end?
- The call to action. What should they do now – call, book, try it out?
Write the way you speak: short sentences, no jargon without explanation. Read the script aloud. Where you stumble, viewers will stumble too. More on writing clear copy in Writing website copy.
The script is followed by a storyboard: a sequence of images showing what appears with each sentence. That way you can sign off before any costly animation or filming begins.
Voice-over, music and subtitles
The voice shapes the impression strongly. A professional speaker sounds clear and matches your brand’s tone. Choose the voice for your audience: calm and reassuring for advice, fresh and quick for a young product. For several languages, each version needs its own recording and its own subtitles.
Music should carry the video, not distract, and it must be licensed for your use. Subtitles are always part of it, because many people watch videos without sound, especially on social media.
Where to use the video
- On your website: on the home page or right next to the service it explains. Load the video only when someone taps play – that keeps the page fast.
- On social media: as a short portrait version with subtitles. How to run your channels sensibly is covered in Social media for small businesses.
- In sales: as a link in emails and quotes, or on a tablet during a meeting.
- At trade fairs and in reception areas: as a silent loop with subtitles.
How production works
- Initial call. Clarify the goal, audience and where the video will be used.
- Script. Write and refine until every statement lands.
- Storyboard and style. Image sequence, colours, characters or shooting plan.
- Production. Animation or filming, plus voice recording and music.
- Finishing. Editing, sound, subtitles and your corrections.
- Delivery. Versions for website, social media and sales.
If you’re thinking about video more broadly, Company video gives an overview of the other formats.
What an explainer video costs
Videos with us start at €249. What your explainer video costs depends on length, style, voice-over and the number of versions. We give you the binding price in the quote after the initial call, together with the schedule. Tell us what your customers keep asking: Contact.