10 Tips for Creating an Effective Explainer Video for Your Business!

Effective animated explainer videos have become essential marketing assets for companies looking to communicate complex ideas quickly0/jhdsvely. These short, engaging animations help potential clients understand your products or services in an accessible format, making them particularly valuable for businesses with complex offerings.

As Michelle Connolly, Founder and Director of Educational Voice, notes: “The best explainer videos don’t just inform—they transform complex information into memorable stories that motivate viewers to take action. We’ve seen our clients achieve remarkable engagement rates when their videos focus on solving specific customer problems rather than simply listing features.

Business Benefits of Animated Explainer Videos

The strategic value of explainer videos extends far beyond simple communication. When properly executed, these animations deliver measurable business advantages that directly impact your bottom line:

Improved Conversion Rates

Research shows that including an explainer video on your landing page can increase conversions by up to 80%. This dramatic improvement happens because videos engage visitors who might otherwise leave without understanding your offering.

The conversion benefits apply across various business types:

• SaaS companies report shorter sales cycles when product demonstrations are available via explainer videos
• E-commerce businesses see reduced return rates when products are explained clearly through animation
• Service-based companies experience higher-quality leads when their process is visualised

Enhanced Understanding of Complex Offerings

For businesses with technical products or sophisticated services, animated explainers bridge the comprehension gap. Through visual metaphors and simplified representations, even the most intricate concepts become accessible to general audiences.

This clarity particularly benefits:

• Financial service providers explaining investment products
• Technology companies are introducing new software
• Healthcare organisations describing medical procedures or services
• Manufacturing firms demonstrating technical processes

Better Retention of Information

Viewers retain 95% of a message when watching it in video format, compared to just 10% when reading text. For businesses investing in marketing materials, this represents a significant efficiency improvement—your message isn’t just delivered but actually remembered.

Versatile Marketing Asset

A well-produced explainer video becomes a versatile business asset that works across multiple channels:

• Website homepage or landing pages
• Email marketing campaigns
• Social media content
• Sales presentations
• Trade show displays
• Training materials

This multi-purpose utility maximises return on investment, allowing businesses to repurpose a single production across numerous marketing initiatives.

Core Production Tips for Effective Business Explainer Video for Your Business

Creating a successful explainer video requires attention to several key production elements. Each of these components contributes to the overall effectiveness of your video and its ability to achieve your business objectives:

1. Keep It Brief and Focused

Audience attention spans are limited, especially in business contexts. The most effective explainer videos remain under two minutes while clearly conveying their core message.

Best practices include:

• Focus on a single key problem and solution
• Eliminate unnecessary background information
• Present your unique value proposition within the first 30 seconds
• Structure information from most to least important

Research from video marketing platform Wistia shows that viewer engagement drops significantly after the two-minute mark. For complex business offerings, consider creating a series of short videos rather than one lengthy explanation.

2. Create a Compelling Opening Hook

The first 8-10 seconds determine whether viewers will continue watching. Begin with something that immediately captures interest, such as:

• A startling fact or statistic relevant to your audience’s industry
• A relatable business challenge that speaks directly to the viewer’s pain points
• An intriguing question that prompts curiosity
• A brief demonstration of what’s possible with your solution

Throughout the video, maintain a conversational tone rather than formal business language. This approach establishes a connection with viewers and makes complex information more digestible.

3. Use Accessible Language

Technical jargon often creates barriers to understanding, particularly for decision-makers who may not be specialists in your field. Effective explainer videos use plain language that remains accessible to the broader business audience.

Guidelines for clarity:

• Replace industry-specific terminology with widely understood alternatives
• Use concrete examples rather than abstract concepts
• Test comprehension with viewers outside your immediate field
• Define necessary technical terms simply when they must be included

This approach ensures your message reaches all stakeholders involved in purchasing decisions, not just technical specialists.

4. Visualise Complex Concepts

The primary advantage of animated explainers is their ability to visualise abstract or complex ideas. Use animation techniques strategically:

• Data visualisation for statistics and trends
• Character animation for user stories and pain points
• Process flows for step-by-step procedures
• Metaphors for technical concepts

Avoid using visuals purely for decoration. Each animated element should enhance understanding rather than simply entertain.

5. Align with Your Target Audience

Different business audiences have distinct concerns, even when considering the same product or service. Effective explainer videos address specific audience needs.

For example, when explaining the same software product:

• C-suite executives need to understand ROI and strategic advantages
• Department managers want to see how it improves team efficiency
• End users need to visualise how it simplifies their daily tasks

Understanding these different perspectives allows you to tailor your video to the specific decision-makers you want to reach. This targeting can be achieved through audience research, customer interviews, and consultation with experienced video production partners.

6. Employ a Clear Structure

Organise your explainer video using a simple, recognisable format that guides viewers through the information logically. Common effective structures include:

• Problem-Solution-Benefit: Outline the challenge, introduce your solution, and demonstrate the outcomes
• Before-After-Bridge: Show the current situation, the improved future state, and how your offering bridges the gap
• How-It-Works: Provide a clear, sequential explanation of your product or service in action

Maintain a logical flow of information and avoid tangents that might confuse viewers or dilute your message.

7. Maintain Brand Consistency

Your explainer video should seamlessly integrate with your overall brand identity. Consistent use of visual elements supports brand recognition and builds trust with viewers.

Key branding elements to include:

• Logo placement (typically at the beginning and end)
• Consistent colour palette aligned with brand guidelines
• Typography that matches other marketing materials
• Voice tone that reflects your brand personality
• Music that supports your brand’s emotional positioning

Working with professional animation studios like Educational Voice ensures these branding elements are expertly integrated throughout your explainer video.

8. Include a Strong Call-to-Action

Every business explainer video should conclude with a clear directive for viewers. Without this guidance, even enthusiastic viewers may fail to take the next step.

Effective calls-to-action for business videos include:

• Visit a specific landing page for more detailed information
• Request a demonstration or consultation
• Download a related resource
• Sign up for a free trial
• Contact sales for customised pricing

Make this CTA prominent and specific to maximise conversion from viewers to leads or customers.

9. Gather and Implement Feedback

Before finalising your explainer video, test it with a sample audience representing your target viewers. Their feedback can identify unclear sections, confusion points, or missed opportunities.

Effective feedback methods include:

• Screening the video for a small group from your target audience
• Using A/B testing with different versions for small segments
• Collecting feedback through structured questionnaires
• Monitoring engagement metrics when shared with test audiences

Use this feedback to refine your video before full distribution, ensuring the final product effectively communicates your message.

10. Partner with Animation Specialists

Professional animation studios bring expertise in storytelling, visual communication, and technical production that’s difficult to match with in-house resources or generalist video producers.

Animation specialists offer:

• Experience in translating complex business concepts into accessible visuals
• Knowledge of which animation styles best suit different business messages
• Technical proficiency in producing high-quality animation efficiently
• Structured production processes that deliver consistent results

This specialisation is particularly valuable for businesses looking to produce explainer videos that drive measurable results.

Understanding ROI: Making the Business Case for Explainer Videos

One gap in most content about business explainer videos is concrete information about return on investment. Understanding the potential ROI helps businesses make informed decisions about this marketing investment.

While many companies recognise the creative value of explainer videos, the financial case is equally compelling. Here’s a practical framework for evaluating the business impact of your animation investment:

Cost Factors That Influence Explainer Video Production

The cost of producing a business explainer video typically ranges from £1,500 to £10,000+ in the UK market, depending on several key factors:

Animation Style and Complexity

Different animation styles require varying levels of technical expertise and production time:

• 2D motion graphics: Generally more cost-effective while maintaining professional quality
• Character animation: Requires additional design and animation time
• 3D animation: Typically, the most resource-intensive and therefore expensive
• Whiteboard animation: Often more affordable, but with a specific aesthetic

Educational Voice specialises in high-quality 2D animation that balances professional results with cost-effectiveness for business clients.

Video Length

While keeping videos concise is best practice, each additional second requires additional production work. Most business explainers fall within these ranges:

• 30-60 seconds: Ideal for simple concepts or social media use
• 60-90 seconds: Standard for most business explainer videos
• 90-120 seconds: Appropriate for more complex offerings
• 2+ minutes: Consider breaking into multiple videos where possible

Script Development

The foundation of any effective explainer is a well-crafted script. This development may include:

• Research into the business and its audience
• Professional copywriting
• Revisions and refinement
• Voice talent casting and recording

Additional Elements

Other factors that influence production costs include:

• Custom music composition or licensed tracks
• Professional voice-over talent
• Additional languages or versions
• Interactive elements

Calculating Potential Returns from Your Explainer Video

To build a business case for investing in an explainer video, consider these measurable returns:

Conversion Rate Improvement

For a landing page that currently converts at 2%, an explainer video might increase conversions to 3-4%. For a business with:

• 10,000 monthly visitors
• Average customer value of £500
• Current conversion rate of 2% (200 customers × £500 = £100,000 monthly)

A 1% conversion improvement represents:

• 300 customers × £500 = £150,000 monthly
• £50,000 additional monthly revenue
• Video investment recouped potentially within the first month

Sales Cycle Reduction

Explainer videos can shorten the sales cycle by preemptively addressing common questions. For businesses with:

• Average sales cycle of 3 months
• Sales team cost of £10,000 per month
• 20% reduction in sales cycle time

This represents approximately £6,000 savings per closed deal in sales team resources.

Reduced Support Costs

Clear product explanation reduces support enquiries. For businesses handling:

• 500 support tickets monthly
• £15 average cost per ticket
• 15% reduction in basic questions

This saves approximately £1,125 monthly in support costs.

Extended Reach

Unlike printed materials, explainer videos continue generating value through sharing and repurposing:

• Social media sharing beyond a direct audience
• Use in multiple marketing channels
• Longevity with periodic updates rather than complete replacement

Staff Time Efficiency

For businesses where staff regularly explain basic concepts:

• Reduction in repetitive explanations
• More time for high-value activities
• Consistent messaging across all customer interactions

Measuring Video Performance for Business Outcomes

To track whether your explainer video delivers on its investment, monitor these key metrics:

• View-through rate: Percentage of viewers who watch the entire video
• Engagement actions: Clicks, shares, and comments
• Conversion rate: Increase in desired actions after video implementation
• Time on page: Extended visitor engagement with your website
• Reduction in support enquiries: Fewer basic questions from customers

Explainer Videos in the UK Business Context

UK businesses should be aware of specific regulations that may affect explainer video content:

• Advertising Standards Authority (ASA) guidelines require truthful, decent, and honest advertising
• Financial services explainers must comply with FCA regulations regarding claims and disclosures
• Data protection references should align with UK GDPR requirements
• Industry-specific regulations apply to sectors like healthcare and financial services

A professional animation partner familiar with the UK business environment can help navigate these requirements.

Cultural Adaptation for UK Audiences

Effective UK business explainers often differ from their US counterparts in several ways:

• More restrained claims and less hyperbolic language
• British English spelling and terminology
• UK-specific business references and examples
• Cultural humour differences are appropriate
• Local visual references, when applicable

These subtle adaptations improve relatability and effectiveness for UK business audiences.

Sector-Specific Applications in the UK Market

Different UK business sectors use explainer videos to address unique challenges:

Financial Services

Explain complex products like pensions, investments, or insurance clearly to comply with UK regulatory requirements while building customer confidence.

Healthcare and NHS Suppliers

Demonstrate how services or products integrate with NHS systems or improve patient outcomes within the UK healthcare framework.

Manufacturing and Export

Show production processes or compliance with post-Brexit regulatory requirements to instil confidence in both domestic and international partners.

Professional Services

Differentiate offerings in competitive fields like accounting, legal services, or consulting by visualising methodologies and approaches.

Choosing the Right Animation Partner for Your Business

When evaluating animation studios for your business explainer video, it’s essential to thoroughly assess their capabilities, experience, and approach. Not all animation providers deliver the same quality or understanding of business communication needs. The right partner should demonstrate both creative talent and commercial awareness, with a proven track record of creating videos that achieve business objectives, not just aesthetic appeal.

Take time during initial consultations to explore these key questions:

• What experience do they have with businesses in your specific sector?
• Can they provide examples of previous explainer videos that drove measurable results?
• What is their process for understanding your business objectives and target audience?
• How do they approach script development for complex business concepts?
• What is their typical timeline for producing a professional explainer video?
• What input and approval stages are included in their production process?
• What support do they provide for distribution and implementation?

The Educational Voice Approach to Business Explainer Videos

At Educational Voice, we’ve developed a specialised process for creating business explainer videos that drive results:

1. Strategic Consultation: We begin by understanding your business objectives, target audience, and key messages before any production work starts.
2. Message Refinement: Our scriptwriters work with you to distil complex business propositions into clear, compelling narratives.
3. Visual Storytelling: Our animation team creates custom visuals that explain your concepts while maintaining your brand identity.
4. Quality Production: Professional voice talent, custom audio, and refined animation ensure a polished final product.
5. Implementation Support: We provide guidance on effective deployment across your marketing channels.

This structured approach ensures your explainer video delivers both engagement and business results.

Next Steps for Your Business Explainer Video

Creating an effective explainer video requires careful planning, professional execution, and strategic implementation. Whether you’re considering your first explainer video or looking to improve upon previous efforts, these steps will guide you toward success:

1. Define your specific business objectives for the explainer video
2. Identify your primary target audience and their key concerns
3. Develop a clear core message that addresses the audience’s needs
4. Choose the right animation style for your message and brand
5. Partner with a professional animation studio experienced in business content

By following these guidelines and working with experienced professionals, your business can create an explainer video that not only explains your offering but also drives meaningful results.

Conclusion

Explainer videos represent one of the most effective tools in a modern business’s marketing arsenal. When crafted with care and strategic intent, they simplify complex offerings, engage viewers emotionally, and drive measurable business outcomes. The most successful explainer videos balance creative storytelling with clear business messaging, always keeping the target audience’s needs at the forefront. By investing in professional animation that follows the ten production principles outlined in this guide, your business can create compelling content that converts viewers into customers while providing long-term marketing value.