How to Kick Off Your Explainer Video Without Overcomplicating It

Why our clients never stress about their explainer video project (and you won’t either)

You’ve finally decided to make an explainer video, congrats! 🎉

But now that you’re in the trenches, you’re probably thinking… Where do I even start?

You’re not alone.

Most of our clients hit this “Wait, do I even know what I want?” moment when they talk with us in the consultation session.

We always tell them that they don’t need to have all the answers right now.

A professional explainer video company will help you shape your vision into something awesome. Step by step.

To keep things stress-free, let’s break the process down into five key areas: timeline, message, style, branding, and, most importantly, focus.

Also, we’re going to talk a bit about scriptwriting, too.

Step 1: Set Some Ground Rules

Having a solid game plan upfront keeps things from turning into headaches later.

Before you start daydreaming about snazzy animations and voiceovers smoother than butter, ask yourself:

• When do I need this video done? (Yesterday isn’t a real deadline, by the way.)
• How long should it be? (Hint: shorter is almost always better.)
• What format do I need for the final cut? (YouTube? Instagram? All of the above?)
• Do I actually have time to manage this project, or should I bring in reinforcements?
• Is an explainer video the best investment for my marketing budget right now?

Step 2: Sharpen Your Message

Here’s a fun fact: trying to say everything in one video is a surefire way to say nothing at all. A crystal-clear message = a way more impactful video.

It’s called the Paradox of Choice; it gives people too much information, and they freeze up.

Instead of bombarding viewers with every feature, perk, and testimonial you can cram in, focus on one clear message.

Ask yourself:

• What is the one key takeaway I want my audience to remember?
• Who is my target audience, and what do they actually care about?
• What absolutely must be in this video, and what can wait for another piece of content?
• How does my product or service stand out from the competition?

Read more: Tell Brand Stories With Explainer Videos

Step 3: Pick Your Style

A perfectly-chosen animation style sets the tone for your entire video.

Animation? Live action? Whiteboard? 3D? There are tons of styles to pick from.

>> Read more about animation styles: 20 Popular Styles of Video Animation. <<

But instead of drowning in an ocean of possibilities, narrow it down with these questions:

• Do I already have a specific animation style in mind? (2D? 3D? Whiteboard?)
• Does this style align with my brand’s personality?
• Are there explainer videos I love that could serve as inspiration?

Pro tip: Give your animation team some direction but stay flexible. Some of the best ideas come from creative collaboration!

Step 4: Stay True to Your Brand

Your explainer video should feel like it belongs to your brand, not just some cool clip floating around in cyberspace.

Think of this step as dressing for an important event. Your explainer video should wear the right “outfit” to make the best impression.

Also, consistency is key! Your video should seamlessly integrate with the rest of your marketing materials, from your website to your social media presence.

To make sure it fits like a glove, consider:

• What’s my brand’s personality? (Casual? Quirky? Super sleek and professional?)
• If my brand were a person, how would they talk?
• Do I want my logo, brand colors, or specific visuals woven into the animation?

Creating a Brand Identity That Stands Out from the Crowd

Step 5: Nail the Call-to-Action (CTA)

Your CTA is where the magic happens.

It’s the difference between viewers thinking the overused phrase “Cool video and thanks for sharing!” and actually doing something about it.

#1 Rule: Keep it simple.

One clear action is better than five vague ones.

Decide:

• What do I want people to do after watching? (Visit my website? Sign up? Book a demo?)
• What info do they need to take action? (Website, contact info, a giant blinking arrow?)

6 Outstanding Examples of Call-to-Action (CTA) That Drive Lead Generation

Step 6: Write a Killer Script

A great script is the backbone of any explainer video. It sets the pace, tone, and overall impact.

If writing isn’t your strong suit, don’t stress. Professional scriptwriters can help bring your vision to life.

Mapping out the scenes first is such a lifesaver before you create the script. It’s like a comic strip for your video.

For our team, this helps me to envision and see how everything will flows before investing time in scriptwriting then later to the production.

Either way, keep these golden rules in mind in the scriptwriting process:

• Hook them early. The first 5 seconds matter. Start with a relatable problem or intriguing question.
• Keep it conversational. Nobody likes robotic corporate-speak. Write like you talk.
• Be clear and concise. Aim for around 130 words per minute of video. Cut the fluff!
• End with a strong CTA. Guide your audience on what to do next.

The Ultimate Cheatsheet to Explainer Video Scripts [INFOGRAPHIC]

Different Techniques to Build Storylines for Brand Videos

Let’s Keep Things Simple, Fun, Effective

At the end of the day, the best explainer videos are clear, focused, and engaging.

Answering these key questions upfront will save you time, prevent headaches, and set your project up for success.

And remember: less is more.