How to Make an Animated Explainer Video That Actually Works

The startup was brilliant, the product was a game-changer, but every pitch fell flat. Drowning in dense slides and technical jargon, the team watched as potential customers’ eyes glazed over. They had the solution, but they couldn’t get anyone to understand the problem. Frustrated, they tried something different: a simple, 90-second animated explainer video.

The result? Engagement on their website doubled. Lead quality shot up. The video didn’t just explain their product; it told a story that finally connected. Suddenly, their complex idea felt simple, intuitive, and essential.

That’s the power of a great animated explainer video. It’s not just a creative trend; it’s a practical, scalable tool for cutting through the noise. This playbook will guide you through the strategies that turn a simple animation into a powerful business asset, focusing on what makes them effective—not just how to use a specific tool.

Step 1: Clarify Your Message—One Problem, One Solution

Before you even think about animation, the real work begins: boiling down your entire idea into a single, compelling story. Teams often get excited and jump straight into the creative side, only to end up with a beautiful video that says nothing of value.

To avoid this, use the “One Problem, One Solution” framework. It forces you to define the single biggest headache your audience faces and frame your product as the clear, undeniable fix.

Let’s imagine a SaaS company with a sophisticated project management tool. Their first instinct is to show off all the features—Gantt charts, time tracking, resource allocation. But that just overwhelms people.

Applying the framework, they’d ask: What is the one thing our ideal customer struggles with daily? After some research, they realize the core pain point is “missed deadlines due to scattered communication.”

Now, the video has a razor-sharp mission:

• The Problem: Show a team drowning in emails, lost files, and the stress of a looming deadline.
• The Solution: Introduce their software as the hero—the central hub that brings everything together, ensuring projects get done on time.

This focused story connects on both a rational and an emotional level. It doesn’t just list features; it shows a tangible benefit people can feel: less stress and more confidence. Getting this right is everything, especially when you only have a short window to make an impact. For more on this, check out this fantastic guide on how to explain your product in 30 seconds.

A successful explainer video isn’t a product manual. It’s a short story with a hero (your customer), a villain (their problem), and a magical weapon that saves the day (your solution).

Step 2: Script Smartly—Concise, Conversational, and Audience-Centered

With your core message locked in, it’s time to write the script. This is where your idea gets its personality. The biggest mistake is writing dry, corporate-speak. Instead, write like you talk—use a natural, conversational tone that speaks directly to your audience, not at them.

A go-to formula that works wonders is Problem-Agitate-Solution-CTA:

1. Problem: Start by hitting on a pain point your audience knows all too well. Make them nod in agreement.
2. Agitate: Gently twist the knife. Remind them how frustrating that problem is—the wasted time, the missed opportunities.
3. Solution: This is your hero moment. Swoop in and show exactly how your product or service makes it all better.
4. Call to Action (CTA): End strong. Tell them precisely what to do next: “Start your free trial” or “Book a demo.”

Keep it short. Pacing is everything. Aim for a speaking rate of about 150 words per minute. That means a snappy 60-second video needs a 150-word script, and a 90-second video clocks in around 225 words.

Here’s a pro tip: Read your script out loud. If it sounds clunky or robotic when you say it, it will sound ten times worse with a voiceover. Rework it until it flows naturally.

If you want to go deeper, our guide on how to write an explainer video script is packed with more techniques. You can even convert articles into compelling video scripts using AI to speed up the process.

Step 3: Design Visuals That Match Your Brand Voice

Your script is solid. Now it’s time to bring it to life visually. The animation style you choose should be a direct extension of your brand’s personality. The goal is a seamless experience where visuals and audio work together to build trust and make your message stick.

Here are a few popular styles that work well:

• 2D Flat Design: Clean, modern, and uses simple shapes and bold colors. It’s perfect for B2B tech companies wanting to communicate simplicity and efficiency.
• Motion Graphics: Ideal for bringing charts, stats, and abstract concepts to life in a dynamic way. If you have a lot of data, this is your best friend.
• Character-Driven Animation: If your story is about a customer’s journey, using characters is a brilliant way to forge an emotional connection. Viewers see themselves in the character’s struggle and success.

No matter which path you choose, consistency is key. Your colors, fonts, and designs should feel cohesive. A great way to plan this is by creating a storyboard for your animated video, which helps you see the whole picture before you start animating.

Step 4: Add Voice and Sound for Clarity and Tone

What your audience hears is just as critical as what they see. The right audio can amplify your message and make your video memorable.

First, the voiceover. Whether you hire a professional or use a high-quality text-to-speech tool, the tone must align with your brand. A warm, friendly voice builds trust, while an energetic, authoritative one conveys expertise.

Next, don’t forget music and sound effects. A subtle background track sets the emotional mood—upbeat for the solution, or a bit tense for the problem. Simple sound effects, like a “click” or a “whoosh,” draw the viewer’s eye to key actions on screen, making the entire experience feel more polished and engaging.

Step 5: Repurpose Your Video for Maximum Impact

Hitting “export” on your finished video is the starting line, not the finish. The real value comes from treating it as a content engine that can power your marketing for months.

First, place the full video where it will have the most impact:

• Your Homepage: Put it “above the fold” to explain your value prop in under 90 seconds.
• Key Product Pages: Show your product in action to answer questions before they’re asked.
• Email Signatures: A linked thumbnail turns every email into a micro-marketing opportunity.

Then, slice and dice it for other platforms. That 90-second masterpiece can be trimmed into:

• 15-Second Social Clips: Perfect for Instagram Stories or LinkedIn ads where you have seconds to grab attention.
• Animated GIFs: Add a pop of motion to your email newsletters.
• Presentation Slides: Integrate clips or high-quality stills into your sales decks to reinforce key points.

This approach ensures your message reaches people wherever they are, in a format that feels native to the platform. For more ideas, check out our guide on how to promote your explainer video.

Proven Animated Explainer Video Formats

While the strategy is key, certain formats are consistently effective for marketers, entrepreneurs, and educators. Here are a few that deliver results:

• Product Explainers: The classic format. It introduces a problem, presents your product as the hero, and shows how it makes the customer’s life better. This is your go-to for website homepages and product landing pages.
• Customer Journey Animations: These videos tell a relatable story from the customer’s perspective. By focusing on the emotional journey from frustration to success, they build a powerful connection with viewers.
• Onboarding Tutorials: Simplify complex features for new users. A series of short, animated tutorials can dramatically improve user adoption and reduce support tickets. They break down processes into clear, visual steps that are easy to follow.

Scaling Your Production for Long-Term Success

Once you see the results, you’ll want more. For teams needing to create explainers easily and consistently, a dedicated Wideo animated video solution makes the process seamless, allowing anyone on your team to produce high-quality content without needing a design background.

And what if you need to create dozens or even hundreds of personalized videos for a large-scale campaign? Imagine sending a unique thank-you video to every new customer. This is where scaling becomes critical. With a Wideo video automation solution, you can generate countless customized videos from a single template, turning a massive task into an effortless and impactful workflow.

The most effective teams understand that an animated explainer video isn’t a one-off project. It’s the raw material for a broader content strategy that engages customers at every touchpoint.

Ready to turn your complex ideas into clear, compelling stories? Wideo gives you all the tools you need to create professional animated explainer videos in minutes, no design skills required. Start creating for free today!