How to Produce an Explainer Video: From Brief to Delivery in Motion Graphics

An animated explainer video is one of the most effective ways to explain a complex product or service quickly. But a good video depends on preparation as much as on software or craft. Production moves in sequence, and each stage depends on approval of the one before it. Knowing the process protects both your budget and your calendar.

1. The brief: write down why the video exists

Everything starts with the brief. It does not need to be long, but it should answer these questions:

• Goal: awareness, product explanation, sales enablement, training or investor presentation.
• Audience: who will watch, and how much do they already know?
• One message: what should viewers remember when the video ends?
• Call to action: what should they do next?
• Placement: website, social media, trade-show screen, sales deck.
• Brand rules: colours, typefaces, logo usage, tone of voice.
• References: examples you like and ones you do not.

2. The script: keep it short

The most common mistake in explainer videos is trying to say too much. A video explains one idea. A script typically moves through the problem, the solution, how it works and the call to action. Because the text will be spoken, write for the ear: short sentences, plain words. Read the script aloud; wherever you run out of breath, the sentence is too long.

3. The storyboard: see every scene before it is animated

A storyboard is the scene-by-scene visual plan of the script. It defines what appears in each frame, how long it lasts and which line it matches. This is the cheapest moment to change direction. Rebuilding a scene after animation starts is real work; at storyboard stage it means redrawing a frame.

4. Styleframes: lock the look

Styleframes are a few fully designed frames that show the final look: colours, shape language, typography and icon style. Once approved, they fix what the animation will look like. If you have a brand guideline, it feeds this stage. If not, this is where the visual language gets defined.

5. Animation

Motion is built on top of the approved storyboard and styleframes. The usual order is to establish main movement and timing first, then add detail and polish. Decisions here are about pace, rhythm and emphasis. When giving feedback, point to the second and the element rather than saying it should feel more energetic. It speeds up the work.

AI-assisted tools can accelerate repetitive tasks, draft variations and in-between frames. The rhythm of the motion, the flow of the narrative and brand consistency stay under the control of an animator and a reviewing specialist, and every delivery passes human approval.

6. Voice-over and music

Audio shapes perceived quality more than most people expect. The voice-over language, tone and pace should fit your audience. If you plan multilingual versions, write the script with that in mind: sentence lengths differ between languages, and that changes animation timing. Arabic versions also need layout mirroring for any on-screen text, so plan for it early. Clarify the licence for music and sound effects; tracks without commercial rights cause problems later. Recording needs an approved script, because changing the text after recording means recording again.

7. Formats and social delivery

Channel	Typical ratio	Note
Website, YouTube, presentations	16:9 (horizontal)	Master version.
Instagram Reels, TikTok, Shorts	9:16 (vertical)	Respect the top and bottom safe zones.
Instagram and LinkedIn feed	1:1 or 4:5	Add captions for silent viewing.
Trade-show screen	Per screen	A loop that works without sound.

Do not treat vertical and square versions as simple crops of the horizontal one; composition usually needs to be rearranged. Say so at the start so the plan and quote reflect it. Ask for caption files (SRT) separately, since many viewers watch with the sound off.

What is expected from you: fast approvals, one voice

1. Put the brief in writing.
2. Send brand files (logo, colours, typefaces) in advance.
3. Name who approves each stage.
4. Collect feedback in one list.
5. Do not change the text after script approval.
6. State delivery formats and languages at the start.

Time and cost depend on video length, animation complexity, number of scenes, number of languages and formats, and revision rounds. When each stage is approved before the next begins, the process stays predictable.

Length and pace: how long should it be?

For explainer videos, shorter is usually better. A video that explains one idea wins or loses the viewer's attention in the first few seconds. Put the most important information first, define the problem quickly and leave long brand introductions to the end. A common approach is to prepare shorter cuts for social media and a slightly longer master version for your website and sales presentations. At speaking pace, a minute of audio holds a limited number of words, so keep that in mind when writing the script.

Common mistakes in corporate videos

• Too many messages: adding one sentence for every department scatters the video.
• Dense on-screen text: text on screen competes with the voice-over; show only key words.
• Late changes: changes after script or storyboard approval mean redoing animation.
• Vague call to action: if viewers do not know what to do next, the video has not done its job.
• Brand inconsistency: lock logo, colours and typefaces at the start.

What gets delivered

Decide up front which files you need besides the finished video: MP4s in different ratios, caption files, versions with and without voice-over, a clean version without logo and music, and, if required, project files. If you want project files, say so at the start, as it can affect delivery format and price. If you plan to update visuals later, the production can be structured to make editing easier.

If you want help shaping a brief or turning an idea into a script, see our motion and video service or get in touch. In a first conversation, your goal and where the video will be shown are enough to start.