Most animated explainer videos do exactly what the name suggests. They explain.
They assume the best way to sell a product or service is by clearly laying out the benefits. And they’re not wrong—but it’s not the full picture.
The reason people stick with a video—why they watch it until the end—is because a compelling script guides them there. A good script shows you understand their pain point—and that you have exactly the right solution.
A narrative that creates real engagement does three things well:
The difference comes down to strategy. And it makes a huge difference to the outcome.
In this guide, we’ll walk through how to get there—covering storytelling in explainer videos, animated video production, and what separates a forgettable explainer from one that really sticks. Even if you're working with an animated explainer video agency, it's good to have this knowledge as grounding.
Explainer videos aren’t just a useful way to simplify ideas—they’ve become a cornerstone of strategic video content for a reason. They help brands connect, clarify, and convert.
They work because they meet people where they are: short on time, craving clarity, and quick to click away if things feel dense, vague, or too long.
The best explainer videos don’t just explain—they distil. They strip out the noise, sharpen the message, and make people feel something along the way. They strip out the noise, sharpen the message, and make people feel something along the way—that's why animated videos work so well.
That’s what makes them such a smart fit for product launches, digital campaigns, and onboarding content alike.
Think about it this way: the power of an explainer video lies in its ability to guide someone down the sales funnel on a raft—when it’s done right, the journey feels effortless.
What's the single most important first step? Craft a tight, strategic video brief. Spend time getting crystal clear on the purpose of your video—and what success looks like.
The goal here is to ask the right questions to give the production a strong foundation: targeting, tone of voice, messaging, visual style, even budget—make sure your expectations should match your budget.
From there, you can build out everything else—tone of voice, animation style, length, structure. And if you’re working with a solid agency, they’ll guide you through all of this with the right prompts. That’s what great explainer video best practices look like.
Storytelling in explainer videos shouldn’t feel like storytelling—it should feel like simple engagement. It draws the viewer into a reality they recognise, where their problem is reflected back to them, and the solution laid out clearly.
It draws the viewer into a reality they recognise, where their problem is reflected back to them, and the solution laid out clearly.
A strong narrative means complex ideas aren’t just understood, they’re felt. This happens more often than we realise through how metaphor makes abstract ideas land. From that first moment of recognition (“yes, this is my struggle”) to the sense of resolution (“just what I’ve been looking for”), the story becomes the emotional thread that keeps people watching.
It’s not story for story’s sake. It’s a carefully woven arc that moves the viewer from craving to excitement. In other words—from need to need met.
Your script is your strategy in action.
You've established:
The best scripts don’t try to impress. They aim to connect. That means stripping away the fluff, ditching the jargon, and guiding the viewer from curiosity to clarity in under 90 seconds.
Start strong (hook), creative motivation (promise statement), stay on-point (what excites them most), end with purpose (CTA). That’s the shape of almost every high-performing animated explainer video.
To dive a bit deeper, here are some top tips of writing an effective animated explainer video script.
A good explainer video agency won’t just ask for your idea and run with it. They seamlessly take you on a journey right from the initial brief and through all the production stages.
Together, you'll challenge the brief, ask insight-based questions, and distill a message that will be most effective.
Look for a team that:
A good agency feels like a partner. A great one feels like part of your team. Here are some things to look out for when choosing a video production partner.
Let’s talk formats.
2D animation services are clean, versatile, and cost-effective. Perfect for explainer video production, especially when clarity and scalability matter.
If you want depth and realism, go 3D video production. Ideal for physical product demos or when visual impact is critical. Just remember, it demands more time and budget.
Straightforward and familiar, but can lack polish or brand character. Works best for internal comms or training videos.
Motion graphics are another term for explainer videos. However, they tend to focus more on typography, icons, and movement to convey ideas dynamically. Often the go-to for SaaS and service-based businesses.
Choose based on message, not just style. The right approach serves your story.
An explainer video isn’t a standalone asset—it’s part of a bigger puzzle.
Think about where it sits in the buyer journey. On your homepage? A landing page? Inside a nurture email or pitch deck? Building this into the brief is important as ensures the production is geared for purpose.
Animated video production works best when it’s tightly woven into the broader strategy. How does it fit into your social strategy? Are you looking for social cuts? If so, on what platforms?
You can unlock enormous value from the main explainer video by being strategic from the start.
Start with the basics:
Good explainer video agencies will help you track this data—or help you know what to look for.
Use those insights to tweak your CTA, reframe your landing page, or inform your next video brief. Data isn’t just numbers. It’s creative fuel.
The animated marketing video will keep evolving—styles, approaches, and even AI. But the fundamentals don’t.
Gain insight. Be strategic. Weave a compelling narrative. Ace the creative execution. Simple, eh?
Those are the ingredients that turn a typical explainer into an experience people remember—and act on.
Whether you’re working with a full-service video animation agency or building in-house, keep coming back to the core principals and you'll create highly engaging videos that work.
If you'd like to get an idea of how much explainer videos cost, get our guide.
