How it works’ explainer videos are one of the most powerful tools in modern marketing. They’re concise, engaging, and can transform even the most complex product or service into something simple and memorable. Whether you’re launching a new product, demonstrating a service, or boosting brand awareness, an animated explainer video can help you communicate your message clearly — if you do it right.

Animation and motion graphics for a ‘how it works’ explainer video

Animation and motion graphics are the perfect tools for 'How It Works' videos because they give you full creative control. They allow you to:

• Visually recreate scenes that are too dangerous or impossible to film live (like pistons firing in an engine).

• Simplify complex, dry, or lengthy material into short, entertaining packages.

• Communicate complex ideas and information in a simple and engaging manner, often using relatable metaphors.

The visual style you choose—2D animation, 3D, or a combination with live-action—should be based on your objectives and brand identity.

7 Steps to Creating a Great 'How It Works' Explainer Video

1. Define Your Objectives and Target Audience

Before writing a single word, you need a clear understanding of your goals:

• Define Your Objectives: What do you want the video to achieve? (e.g., increase sign-ups, reduce support calls, etc.)

• Know Your Audience: Identify their pain points, motivations, and goals. What unique features and benefits of your product will truly appeal to them? This ensures your message resonates.

2. Develop a Logical and Engaging Script

A well-orchestrated script is the foundation of your animation, but counterintuitively, the best scripts keep things simple and short.

Scripting Rules of Thumb

• Keep it Clear and Simple (KISS): Use simple language and break ideas into bite-sized chunks. Avoid jargon or technical language that might confuse your audience.

• Focus on Benefits, Not Features: The purpose is to solve a common customer problem. Focus on how the viewer will realise positive change rather than detailing specific features. (e.g., room for all your luggage instead of 450 litres of boot space).

• Maintain Brand Tone: Adopt a tone of voice that matches the personality of your brand.

• Be Concise: Budget around 30 seconds of animation per 75 words of script. Aim for a maximum of two key messages per 30 seconds.

Structure Your Story

Follow a simple, well-worn story arc to keep your audience engaged:

3. Keep It Short (and Shareable)

Research consistently shows that the longer a video is, the less people will pay attention. The highest-performing content on social media typically lasts between 30 seconds and two minutes.

Keeping your explainer video short and sweet prevents information overload and ensures your content is optimised for social sharing. You can also have the content chopped up into durations of 15, 30, and 90 seconds for distribution across multiple online platforms.

4. Prioritise a Professional Voiceover

Audio can make or break a production. The pacing, intonation, and articulation of the voiceover all impact how your brand is presented and perceived.

• Match the Personality: Make sure the voice talent's 'personality' matches your brand's tone.

• Technical Quality is Key: A professional can avoid technical pitfalls like clipping, background noise, echoes, static, or poor voice replication. These errors can ruin your production and reflect badly on your brand.

What can go wrong?

• If the gain is too high during recording, the voice will clip and distort.

• If it’s recorded in a large office space, background noise and echoes are potential issues.

• If you’re using a cheap mic, you could be introducing static, hissing and poor voice replication.

• If your voiceover talent is inexperienced (or just lacking talent) it will divert attention from your message to their performance.

Any of these things can ruin your production and reflect badly on your brand. Nailing all of them is difficult, so tread carefully.

5. Create a Suitable Soundscape

The explainer video's soundscape—which includes music and sound effects—adds an essential layer of appeal, realism, and interest.

• Music: Has the power to evoke emotions, set the tone, and help with timing. It should complement the message and not overpower the voiceover.

• Sound Effects (SFX): While often subconscious to the viewer, SFX add greater depth and dynamism. They can set the scene, add familiarity, and help underline key messages.

6. Deliver a Visual Experience

This is where your chosen animation style truly comes into its own. The visuals are the backbone of any explainer video, simplifying complex ideas.

• Simplicity and Movement: The graphics should be easy to understand and include movement to keep the video engaging.

• Reinforce the Message: Use visuals to emphasise the narration and provide context for your audience.

• Communicate Your Vision: Find other animated explainers you like, and communicate your favorite elements to the production team.

7. Post-Production, Promotion, and Distribution

Once the video is created, the work isn't done!

• Post-Production: This involves editing and polishing, adding a clear call-to-action (CTA) and contact information, and ensuring the video format is compatible with different devices and platforms.

• Promotion and Distribution: This is critical to ensure your video reaches the maximum number of people.

1. Optimise it for search engines and social media.

2. Place it prominently on your homepage or landing page.

3. Share it across all your social media channels (Facebook, LinkedIn, etc.).

4. Utilise email marketing and consider paid advertising campaigns (Google, Facebook, LinkedIn) to target your audience based on demographics and behavior.

By focusing on a clear message, a strong story structure, and a high-quality visual and audio experience, your 'How It Works' explainer video will be a powerful tool in your marketing and communication efforts!

If you’ve still got questions about the creative process for explainer videos, get in touch and a senior producer will reach out to you shortly.