How to Make Explainer Videos: Tips and Techniques for Impactful Explanations

5 min read
November 13, 2023
April 9, 2024
Andrew Kozik
Reviewed by
Helena Raise
July 8, 2024
April 9, 2024


Explainer videos have become a go-to way for brands to clearly communicate messages, educate customers, and build trust. With short attention spans and rising video consumption, these compact clips distill complex details into easily digestible formats.

This comprehensive guide covers expert techniques for crafting compelling explainer videos that captivate audiences. We’ll explore creative approaches, production strategies, distribution methods, and optimization principles. Follow our frameworks to produce outstanding explainers that demystify products, clarify concepts, and connect with viewers. Let’s get started!

Crafting a Memorable Explainer Video Script

Like any video, impactful explainers start with the script. Follow these tips for writing compelling explanations:

Focus on Solving a Specific Struggle

Establish a relatable frustration, pain point or need. Position your brand as the solution.

Explain Benefits Clearly and Concisely

Use simple language and analogies to break down complex details. Avoid technical jargon.

Structure Content into Modular Sections

Chunk details into manageable sections. Use text overlays or graphics to transition between concepts.

Show Don’t Just Tell

Demonstrate abstract ideas visually through illustrations, animations, on-screen labeling and other techniques.

End with a Clear Call-to-Action

Prompt viewers towards desired next steps like signup, purchase or content views.

With a solid script crafted, it’s time to produce remarkable visuals. Onward!

Choosing the Right Explainer Video Style

Various styles can bring explanations to life. Consider what fits your brand and goals best:


Animated videos use illustrated motion graphics. Pros: Eye-catching, can demonstrate concepts uniquely. Cons: More labor-intensive to produce.

Kinetic Typography

Text elements move dynamically on-screen. Pros: Modern, text-focused. Cons: Less personal.

Whiteboard Animation

Drawings are sketched out as if on a whiteboard. Pros: Quirky, informal. Cons: Can look unpolished.

Talking Head

On-camera host or expert explains concepts. Pros: Credible, personal. Cons: More performance skill required.


Records narrated on-screen activity. Pros: Demonstrates interfaces naturally. Cons: Dry if not enhanced with graphics.

Experiment to determine what engages your audience best. Now let’s delve into expert production tips.

Producing Remarkable Explainer Videos

Use these pro techniques to create compelling explanations from start to finish:

Engage With Relatable Characters and Settings

Feature characters and situations viewers identify with. Make abstract concepts tangible.

Use Visual Metaphors and Analogies

Compare unfamiliar ideas to everyday objects or concepts people grasp intuitively.

Incorporate High-Quality Custom Graphics

Animated illustrations, icons and typography polished in a consistent style elevate production value.

Match Branding Elements

Maintain brand continuity through logos, colors, fonts, imagery and personality woven throughout.

Leverage Interactive Elements

Prompt clicks with hover reveal animations. Embed quizzes. Boost engagement.

Develop an Immersive Soundscape

Combine clear narration with subtle ambient sounds and an uplifting soundtrack.

With remarkable explainers produced, distribution is next. Let’s explore promotion strategies.

Distributing Explainer Videos for Maximum Impact

Getting your explainer videos seen is crucial. Leverage these distribution channels:

Website and Product Pages

Feature videos prominently on your website and relevant product pages.

Email Marketing

Share explainers through email newsletters, onboarding sequences, promotions and more.

Social Media

Organically post and run paid ads to reach broader audiences on platforms like Facebook, Instagram and LinkedIn.

Public Video Platforms

Host explainers on YouTube, Vimeo and more for discoverability through search.

Paid Ads

Run video ads with precision targeting on platforms like YouTube, Facebook and Instagram.

In-Person Usage

Play explainers at trade shows, in retail stores, waiting rooms and other on-location contexts.

Get your videos watched by leveraging relevant channels. Now let’s analyze performance.

Tracking Explainer Video Effectiveness

Continuously monitor performance through key data like:

View Count and Completion Rate

Are videos being fully watched? Longer sustained viewership signals engagement.

Clicks, Conversions and Sales

Are viewers taking intended actions post-video like downloads, purchases, subscriptions?

Audience Retention

Do viewers watch multiple videos? This indicates ongoing interest and loyalty.

SEO Rankings

Do explainers drive organic visibility through search engine rankings?

Qualitative Feedback

Collect first-hand impressions through surveys, interviews and reviews.

Regularly analyze metrics to shape video strategy and optimize future efforts.

Analyze metrics dashboard

Refining Explainer Video Creation and Promotion

Constantly improve by:

Doubling Down on Top Performers

Further promote and replicate your best videos that resonate most.

Revising Underperformers

For lagging videos, test new thumbnails, edits, promotion tactics and more.

Gauging Viewer Sentiments

Seek direct qualitative feedback through surveys and focus groups. Address pain points.

Adapting to Viewing Habits

Observe trends in devices, platforms and consumption patterns to tailor videos accordingly.

Expanding Your Library

Continuously develop new explainers on fresh topics and for varied segments.

Sustainable success requires continually honing efforts based on data.

Explainer Video Creation from Start to Finish

Let’s walk through the full production process:


  • Brainstorm concepts
  • Write concise scripts
  • Storyboard scenes
  • Select visual style


  • Illustrate custom graphics
  • Animate sequences
  • Record narration
  • Shoot live-action footage


  • Refine pacing and flow
  • Enhance imagery and audio
  • Add overlays and visual effects
  • Include interactive elements


  • Upload to video platforms
  • Embed on website and social
  • Promote through ads and email
  • Share across networks

Performance Tracking

  • Analyze viewer metrics
  • Collect qualitative feedback
  • Refine and optimize approach

This end-to-end framework sets your explanatory videos up for success. Time to get started!

Streamline Video Creation with ScreenStory

Even experts find crafting polished explainers challenging and time-consuming. That's where ScreenStory provides game-changing value.

ScreenStory is innovative software that automates the screen recording and editing process for Mac users. Its smart features like automated zooming and cursor highlighting dynamically guide the viewer's focus for professional-grade results with no complex manual editing required.

The extensive media library lets you easily customize branding and style. Videos are export-ready for immediate sharing or further editing. ScreenStory expedites crafting everything from software demos to engaging social media clips and tutorials.

For brands looking to integrate explanatory videos seamlessly, ScreenStory eliminates friction. Automation enables producing remarkable, high-converting explainers at scale without technical barriers.

See how ScreenStory can unlock your explanatory video potential and connect with modern audiences. Try it for free today!



What makes an effective explainer video?

An effective explainer clearly articulates key details through concise narration, engaging graphics, and relatable examples. It focuses on solving a specific problem for the viewer.

What tools do I need to make an animated video?

You'll need video editing and animation software like Adobe After Effects or Vyond, as well as image editing tools like Photoshop. Stock media libraries are also very helpful.

How much does an animated explainer video cost?

Professionally produced animated explainers range from $2,000-$10,000 on average based on length, complexity and amount of custom animation.

What is the ideal length for an explainer video?

Most explainers are 60-120 seconds. Focus on conveying details concisely in a tight script. Remove anything unnecessary. Shorter runtimes boost engagement.

Where should I host my explainer videos?

Share natively on your website, product pages and YouTube. Also distribute through social media, email marketing and paid ads for amplified reach.

Create stunning videos with Screen Story

Record your screen with audio and create stunning videos without editing skills. Screen Story applies the best design patterns to the video automatically.

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