If you're on the hunt for an explainer video company, chances are you've watched your fair share of showreels, scrolled through endless portfolio pages, and poured through testimonials.
But when all is said and done, what really matters? What's most important to you? Quality? Collaboration? Their experience in your sector? How well they listen? The questions they ask? That they open your eyes to new ways of thinking?
The thing is, most of these you aren't going to get answers to, no matter how long you spend on their website. Realistically a call is the only way to feel into the chemistry.
So to save you a bunch of Zoom calls, our aim in this blog is to give you insider knowledge that will help you discern if the company you're looking at is a good fit (or not).
Because let's face it... it's often not until the process has kicked off that all the kinks reveal themselves. And you want to make sure your explainer is one people actually want to watch.
But first things first...
An explainer video company helps brands communicate complex ideas clearly. Usually in the form of 2D or 3D animation or motion graphics.
Typically, they handle the full video production process: scripting, design, animation, and sound.
Essentially they're like translators who turn your initial message into something your audience actually gets.
But dig a little deeper, and you'll find the good ones are solving a much bigger challenge.
They're figuring out how to make sure your audience gets it, wants it, and acts on it. That's a whole other ball game.
Here's what the full package looks like:
Discovery - They'll want a complete understanding of your industry, product/service, and audience (including how they think and relate to what you offer). They'll ask questions that challenge the brief and help refine it into potent content direction.
Scriptwriting - They'll dig into your audience's pain point, what they think the solution is, and what gets them most excited about your product or service.
Style - They'll ask you for your brand guidelines, budget and personal preferences. And if you've seen any examples of animations that you love (and hate).
Storyboarding - They'll provide a full written storyboard, mapping out scenes for every line of script, along with their rationale.
Visual Storyboard - They'll produce a full visual storyboard based on the agreed style and storyboard. This will clearly show exactly how the animation will play out, including transitions.
Animation - They'll create well-paced and well-timed animation that draws the viewer's eyes to visual aspects that help reinforce the script, as well as creating high engagement.
Sound and music - They'll shortlist voice over artists that suit both the script and brand tone, and choose music that lifts the production value and draws viewers in. They'll also use sound design to emphasise aspects of the motion that help highlight key points.
Social ready - They'll suggest edits to the main version of the video, and turn these into seamless looping animations of around 5-10 seconds, maximising how platforms like LinkedIn and Facebook work.
And if you choose a really good one, they'll also bring something else: perspective.
They'll have seen what works across different industries and understand why some videos generate results while others just generate compliments.
You might be thinking: couldn't we just hire a freelancer or handle this internally?
Yes, and many companies do. But here's why you might want to pause and rethink.
Creating an effective explainer video requires expertise in multiple specialised areas — scripting, illustration, motion design, sound design, art direction, creative direction (and so forth).
Think of it like building a house. You could hire one builder to do everything. The foundations, plumbing, electrical, roofing.
But you probably wouldn't.
Each of those fields requires specific expertise. And you get the best results when you assign tasks to experts, not a jack of all trades.
A specialist explainer video company brings together a team of experts. Each is an expert in their craft. And the role of a creative director? To seamlessly integrate all those parts into a beautiful chorus.
Often you'll find a freelancer is more focused on the creative output and will rely on you for creative direction. Whereas an agency will want to lead with strategy.
It's worth understanding the different styles and approaches available. There's quite a bit of jargon in our industry, and knowing the terminology helps you communicate what you're looking for.
Here's a quick rundown.
2D Animation - characters or graphics created in a flat, illustrative style. Incredibly versatile and clear. The most common approach. Works for almost any message or industry, and across almost any style. Many 2D animation companies specialise in this approach because of its flexibility.
Motion Graphics - tends to focus on text-only animation and/or leans heavily into transitions. To be honest, nowadays motion graphics is synonymous with explainer videos.
3D Animation - as the name implies – adding depth and dimension. Great for physical products or when you want extra visual impact. Can be produced as hyperrealistic or stylistic. Usually means higher cost and longer timelines.
Whiteboard Animation - hand-drawn style that feels educational and approachable. Very hard to brand because of the generic nature of the approach. Also surprisingly expensive to do well.
Mixed Media - combining animation with photography, AI, or live action footage. Very much a stylistic choice.
Keep a careful watch for an agency's portfolio. If it all looks a bit samey, that's a big red flag. How are they going to interpret your brand guidelines and vision…? In their stock house style no doubt.
Here's the key point: the style should be guided by your brand guidelines, audience preferences, and budget.
What can be incredibly helpful is to share examples of videos you love. The agency can then get a steer for what you rate (and don't).
Understanding strategic selection is actually way more important than style. So getting to grips with the general terms we use is going to prove super useful.
Explainer Video (Product/Service) - these videos are designed to engage people who are already interested in what you offer. They give a top level overview and aim to get the audience excited enough to take the next step. This is where an explainer video agency really shows their strategic thinking.
Brand Story - this type of video is higher up the marketing funnel. They aim to humanise your brand. To give the audience a sense of who you are, and what you're all about.
Event Video - a slightly different beast entirely. If you're looking for a trade show video, we highly recommend a non-voiced, segmented video that will engage no matter when your audience starts watching.
Essentially, each of these requires a completely different approach to messaging, pacing, and design.
Right, this is where it gets useful. Most advice focuses on portfolios and pricing. That's part of it, but here's what actually tells you whether an explainer video company is worth working with.
Do they sound strategic? Are they genuinely interested in delving into your product, service, and audience? Or are they just talking about themselves and how good they are?
Pay attention to what seems to motivate them. Check out their about us page. What gets them excited? What drives them? If it's all just boasting about their work, that's not particularly encouraging.
Look for companies that seem genuinely collaborative and interested in what makes your business tick, not just what floats their boat as an agency.
Do they have a rock-solid process? This is crucial for producing highly engaging video content. A robust process is the framework that allows for maximum creativity and collaboration.
If they have a really strong process, you're golden. You've got a foundation to work from, everyone's clear on timelines, and there's structure for feedback and iteration.
Can they walk you through exactly what happens from brief to the final video? Do they explain when decisions need to be made? How feedback works? What the key milestones are?
Companies that can't explain their process clearly probably don't have one. Or at least, not a very robust one. That's when projects go sideways…
This might be the most important bit: do they want to have a proper discovery call? Are they asking loads of questions and listening carefully? Are they challenging the brief? Making you think differently?
Simply asking for a brief isn't as encouraging as a company that wants to sit down and have a meaningful one-on-one conversation with you. Getting to grips with what you've presented to them and uncovering everything they need to know.
The best companies start with understanding, not selling. For more insights on this process, our guide on what to expect from a professional explainer video production service walks through how quality agencies approach client relationships.
It's not just about the money. The price reflects how good they are at underlying strategy, narrative storytelling, visual storytelling, motion design, and sound design—and their ability to pull all that together into a finished piece that works seamlessly.
Think about really good films. They flow so effortlessly that you don't notice any of the individual elements. Whereas with bad films, you're constantly noticing things that feel off.
The same applies to explainer videos. When all the expertise comes together properly, you get something that just works. When it doesn't, you notice every rough edge.
If you want more guidance on evaluation criteria, our post on how to find the best animated video production agency dives deeper into what separates great agencies from the rest.
You'll be working closely with this team for 6-8 weeks. The relationship matters more than you might expect.
Do they respond to questions promptly? Can they explain things clearly without jargon? Do they seem genuinely interested in your success?
The best partnerships feel collaborative. You're not just briefing them and waiting for delivery—you're solving a problem together.
Explainer video pricing varies wildly. You might see quotes from £5,000 to £30,000 for what looks like similar work on the surface.
The difference usually comes down to strategy, experience, and how much thinking goes into the project. Cheaper isn't better value if the video doesn't achieve your goals.
For more detail on pricing factors, our explainer video cost guide breaks down what influences cost and how to think about ROI.
Many explainer video companies work internationally these days, but there are a few things to consider:
Cultural understanding - do they get your market and audience? Have they produced work for brands in your geography? Do they understand the nuances?
Communication styles - make sure you click from the outset. The process can be adapted depending on your preferred approach (say 1-to-1 calls vs emailing).
Expertise - at the end of the day, expertise and experience count a hell of a lot more than where they are in the world.
The most important factor isn't where they're based—it's whether they understand your audience and market, wherever that might be.
After seeing hundreds of client relationships, here are the red flags that usually predict problems:
Template thinking - if their portfolio shows 50 videos that all follow the same structure, they're probably not delivering genuine ROI.
Vague about pricing - professional companies can give you clear ranges based on what you've described.
Can't explain their process - if they can't tell you how they work, you'll spend the project figuring it out together.
No questions about your goals - companies that don't ask about your audience or objectives don't understand that strategy drives everything else.
Understanding the typical journey helps set realistic expectations:
Week 1: Discovery and Planning
Detailed conversations about your goals, audience research, message development, and strategic foundation.
Week 2: Script Development
Collaborative writing process, usually involving 2-3 rounds of refinement to nail the messaging.
Week 3-4: Style, Storyboarding and Visuals
Defining the style, and visuals scene by scene (written first, then illustrated).
Week 4-6: Animation
Full production of the visual storyboard into motion.
Week 6-7: Sound and Polish
Music, sound effects, and final adjustments.
Timelines vary based on complexity and how quickly feedback happens, but understanding production timelines helps you plan accordingly.
Before you start the process, it's worth having our ultimate video checklist for marketers handy to ensure you're prepared for each stage.
The best companies don't just deliver a video and disappear. They help you think about how to use it effectively:
Where will it be used? Your website, social media, sales presentations, email campaigns?
How will you measure success? What metrics matter most?
What's the wider plan? Do you need social cuts to maximise engagement?
Companies that think beyond delivery usually create videos that perform better long-term.
What's the difference between an explainer video company and a general video agency?
Explainer video companies specialise in making complex ideas simple and compelling. They understand the psychology of learning, the art of simplification, and the strategy behind effective communication. General agencies might have broader capabilities but often lack specific expertise in clarifying complicated concepts.
How long does it typically take to create an explainer video?
Usually 6-10 weeks from initial brief to final delivery. This includes discovery, script development, storyboarding, animation, and sound design. Faster turnarounds are sometimes possible but usually mean compromising on strategy or iteration.
What should I look for in a company's portfolio?
Look beyond visual style. Do their videos feel engaging? Can you follow the story easily? Do they show clear problem-solution narratives? Most importantly, do they demonstrate variety in approach rather than applying the same template repeatedly?
How much should I budget for a professional explainer video?
Quality explainer videos typically range from £10,000-£25,000+ depending on length, complexity, and level of customisation. The investment should match the business impact you're expecting to achieve.
Will the company write the script, or do I need to provide it?
The best explainer video companies include strategic scriptwriting as part of their service. You bring the expertise about your business; they bring the expertise about effective communication and storytelling.
Can I work with a company that's not in my country?
Absolutely. Most quality companies work globally. The key considerations are communication preferences, time zone coordination, and ensuring they understand your target audience's cultural context.
Choosing an explainer video company isn't really about finding the best animators or the most impressive showreel. It's about finding strategic partners who understand that your video needs to solve a real business problem.
The companies worth working with start with your objectives, dig deep into understanding your audience, and bring a proven process that balances creative excellence with commercial effectiveness.
They know that great explainer videos don't just explain—they connect, persuade, and drive action.
At Outmost Studio, we've spent years refining the balance between strategic thinking and creative execution. We've worked with hundreds of brands and know what tends to work, and what doesn't. Whether you're a SaaS company needing to explain complex software or a nonprofit looking to share your mission, our approach stays the same.
Our approach is built around outcomes, not just beautiful animation. We start by understanding what success looks like for you, then work backwards to create videos that deliver those results.
Interested in our approach? Take a look at our explainer videos or drop us a line to discuss your project.
