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How to Structure An Explainer Video: A Guide

Explainer videos have become a staple in the digital marketing tool belt. These concise, attention-grabbing videos are perfect for explaining complicated ideas in an easy-to-understand format. Whether you’re promoting a product, a service, or simply sharing knowledge, a well-done explainer video can give you a significant edge.

Why Explainer Videos Matter

The attention span of the average internet user is growing shorter by the day. With information overload everywhere, a video that clearly and quickly explains your offering can make all the difference. According to recent studies, including a video on your landing page can increase conversion rates by 80%.

The rise of mobile usage further emphasizes the importance of visual storytelling. Explainer videos are more likely to be watched and shared on social media, ensuring that your message reaches a broader audience.

The Anatomy of an Effective Explainer Video

There are three key components to any explainer video that you need to consider before you begin the production process.

The Script

It all starts with a rock-solid script. Your script should be concise yet comprehensive, engaging yet educational. Here are the essential elements of a good script:

  • The Hook: The first few seconds are crucial for grabbing attention. A compelling hook sets the tone for the entire video.
  • The Problem: State the viewer’s problem to show that you understand their needs.
  • The Solution: Introduce your product or service as the answer to their problem.
  • The Features: Highlight the key features of your solution but don’t overwhelm with details.
  • The Benefits: Explain how these features solve the problem and improve the viewer’s life or business.
  • The Call to Action: Encourage the viewer to take the next step, whether it’s signing up for a demo or making a purchase.

Voiceover and Narration

The right voice can make or break your video. The voice’s tone and pacing must match the messaging of your script. Here are some tips for selecting the right voice for your explainer video:

  • Tone: Consider whether a serious, professional, casual, or even humorous tone is most appropriate for your message.
  • Pacing: The speed at which the narrator speaks sets the rhythm of your video. Align it with the energy you want to convey.
  • Clarity: Make sure the voiceover artist’s articulation is clear and easy to understand.

Animation and Visuals

The visual style of your explainer video not only needs to be visually appealing but also complement the content:

  • Consistency: The visual elements must be consistent with your brand identity, including colors, logos, and fonts.
  • Simplicity: Keep complex animations at bay. The goal is to enhance understanding, not to overwhelm.
  • Storyboarding: Plan out scenes to ensure they flow logically from one to the next.

Crafting Your Script

Your script is the heart of your explainer video with It should be written with both the visuals and voiceover in mind. Here’s how to create a script that will engage your audience:

Speak to One Person

Use the second person (you, your) to create a personal connection with the viewer. This helps in maintaining attention and makes the video feel more tailored.

Keep It Short and Clear

Every second of your video is precious. Eliminate any superfluous information and stick to the key points. Aim for a video length of 60-90 seconds.

Tell a Story

We are hardwired to respond to stories. Include a narrative arc with a beginning, middle, and end. This structure helps to engage viewers from start to finish.

Include a Solid Call to Action

Whether it’s clicking a link or contacting your sales team, be specific about what you want viewers to do next. Keep your CTA simple and in line with your ultimate goal for the video.

Refine, Refine, Refine

Your first draft should never be your final product. Revise, edit, and get feedback. Each iteration should move your script closer to perfection.

Voiceover and Narration

The voiceover sets the tone of your video. Choosing the right voice can greatly influence how well your video is received:

Hiring a Professional

Unless you have a very unique narrative style, it’s often worth the investment to hire a professional voiceover artist. They provide the necessary experience and tools to deliver high-quality voiceover.

Providing Direction

Once you’ve selected an artist, provide a detailed brief. Include information on the style, pace, and emphasis you’re looking for. If you require multiple takes, specify the areas to focus on in each iteration.

Recording Tips

Good equipment matters. Ensure the recording environment is free from background noise to capture a clean voiceover. Additionally, offering a script breakdown can help the voiceover artist understand the context of the lines they’re reading.

Animation and Visuals

The animation style of your video can vastly differ depending on your brand and goal:

Motion Graphics

This style uses shapes, colors, and text to add motion to graphic elements. It’s a popular choice for corporate videos due to its professional look and easy assimilation of complex ideas.

Whiteboard Animation

Whiteboard animations simulate the process of drawing on a whiteboard. This engaging and often nostalgic technique is great for educational content.

2D and 3D Animation

More complex than the previous styles, these can bring characters and scenes to life vividly. 3D animation can add depth and realism, but 2D has a charming simplicity that some audiences prefer.

The Editing Room

Editing is where your video really comes together. It’s the stage where you align the visuals with the voiceover. Considering the following:


Make sure that the animation matches the voiceover perfectly. Any discrepancies can be distracting and detract from the professional quality of your video.

Engaging Transitions

The way your scenes transition is critical to the pace and flow of your video. Stick to a consistent style to keep transitions smooth and viewers focused on your message.

Background Music and Sound Effects

Appropriate background music and subtle sound effects can enhance the viewing experience. They shouldn’t overshadow the voiceover but should add to the mood of the video.

Sharing and Measuring Success

Creating your explainer video is only the first step. Here’s how to ensure your video gets the views it deserves and tracks its performance:

Video Optimization

Upload your video to platforms like YouTube and Vimeo and optimize it with relevant keywords, a clear description, and an attention-grabbing thumbnail.


Use your social media channels, website, and email lists to promote your video. Consider investing in paid advertising to reach a wider audience.

Analyzing Viewership

Utilize the analytics tools provided by video hosting platforms. Pay attention to metrics like view duration, drop-off points, and click-through rates to understand how viewers are engaging with your content.

Adjusting Your Strategy

Based on the data you’ve collected, refine your video strategy for future projects. Consider making changes to the script, animation, or promotion methods to improve your video’s performance.

Beyond the mere engagement and conversion benefits, explainer videos allow you to showcase the personality and identity of your brand. By nailing the art of scripting and animation, you can ensure your video is both an educational tool and a powerful conversion booster. Remember, the key to creating an effective explainer video is to make it as enjoyable to watch as it is informative. Now go ahead, script your way to success!

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