The Creative Process Behind an Explainer Video

Explainer videos look simple, smooth, and easy to watch, but that clarity comes from a structured creative process. Every step, from script to animation, is designed to take a complex idea and turn it into a story that’s easy to understand and easy to remember. Below is the complete step-by-step process used by professional studios to create explainer videos that actually convert.

What is an Explainer Video?

An explainer video is a short, clear, and engaging video designed to explain a product, service, idea, or process in a way that’s easy to understand. It usually combines simple language, visual storytelling, and animation or live-action to help audiences quickly “get” what something is and why it matters.

Step-by-step Process:

1. Discovery — Define Message & Audience

Goal: clarity before creativity

Before any visuals are drawn, we first clarify the message: who is this video speaking to, what problem they have, and what single takeaway the brand wants them to remember. This keeps the video focused and prevents rework later.

Important list:

- Audience persona

- Benefit > features

- ONE key message

2. Scriptwriting — Write for the Ear, Not the Eye

The script turns the core idea into natural, conversational language. The best scripts are simple, friendly, and direct, written to be spoken aloud, not read silently.

Formula: Hook → Problem → Solution → Benefits → CTA

3. Storyboard — Turn Words into Visual Moments

A storyboard is like a comic-strip outline of the video. It maps each line of the script to a visual idea and scene timing. Sometimes, studios also create an animatic (rough timed slideshow) to preview pacing. This is also saves time and avoids visual misunderstandings in the future

4. Style Frames — Choose the Visual Look

Why: Locks the brand mood

Style frames show what the final animation will actually look like, characters, colors, typography, composition. Once approved, everyone is aligned visually and prevents “I imagined something else” feedback later

5. Voiceover & Music — Set Tone & Emotion

A well-chosen voiceover makes the message feel more human and relatable. Music and subtle sound effects add emotional texture and rhythm.

Notes: Avoid music that fights the narration

6. Animation — Bring the Story to Life

Animators add motion, flow, transitions, and visual personality. Timing is everything,  the best animation feels smooth, emotional, and intentional.

Motion = meaning

Good animation reinforces meaning, not distracts

7. Review & Delivery — Optimize for Platforms

Final adjustments polish pacing and clarity. The video is then formatted for different use cases: website, ads, social, presentations. Make sure to always export multiple versions

What to deliver: captions, thumbnails, square & vertical cuts

Highlighted Checklist: “What You Should Approve Before Animation Begins”

Use this as an internal or client-side quality lock.

• ✅ Final script
• ✅ Voiceover tone & pacing
• ✅ Storyboard sequence
• ✅ Style frames (visual direction)
• ✅ Timing rough cut (animatic, if available)
• ✅ Brand color + typography rules

If these are locked early, animation goes smoothly and stays on timeline & budget.

An effective explainer video follows a structured creative workflow: first clarify the message (discovery), write a conversational script, storyboard the visual rhythm, approve style frames, then animate with sound design and platform-specific delivery. Each stage ensures clarity and conversion.

Also read: The Future of Video Production

If you'd like to see how this process looks in real-world projects, browse some recent work here:

👉 View explainer video case studies

Thinking about starting a project but want guidance on scope, budget, or direction?

👉 Talk to us — friendly, no-pressure conversation

Frequently Asked Questions

1. Do I need artistic skills to understand a storyboard?

No — rough storyboard sketches are meant to communicate ideas, not art quality. They are designed to be readable by non-designers.

2. Who creates the storyboard?

Usually the designer or animator who will later animate the project. This ensures artistic continuity and storytelling consistency.

3. Can the storyboard change after it’s approved?

Yes, but revisions after animation has started can increase timeline and budget — which is why animatic review is crucial.

4. Is storyboard the same as script?

No — the script tells what is said, the storyboard shows what is seen.

5. How long does it take to create a storyboard?

Typically 2–7 days depending on project length and complexity.