How to make an animated explainer video

If you’ve ever landed on a website and instantly “got it” thanks to a short, punchy video, you’ve already experienced the power of an animated explainer video. These videos have become a go-to marketing tool because they break down complex ideas into simple, digestible, and visually engaging content. Whether you’re launching a product, pitching a service, or building brand awareness, a great explainer video can be the difference between bouncing visitors and converted customers.

At Hatch Studios, we’ve been creating high-impact animated explainer videos for over two decades. From startups needing a quick elevator pitch to Fortune 500 companies explaining their latest tech, we’ve seen firsthand how effective these videos can be when done right.

So let’s talk about how to create an animated explainer video that truly works.

Step 1: Define Your Purpose

Before any visuals or scripts are created, start by asking: What is the goal of this video? Are you trying to:

• Explain a new product or service?
• Increase brand awareness?
• Drive more traffic to your site?
• Convert leads?

Clarity here sets the foundation for everything else. At Hatch Studios, we always begin with a discovery phase to understand our client’s goals inside and out. That strategy-first mindset helps us deliver more targeted and effective content.

Step 2: Write a Killer Script

The backbone of any great animated explainer video is a solid script. A well-written script keeps the messaging clear and concise. The length should typically lie in the range of 60 to 90 seconds. That’s around 150–250 words max. While we’ve developed videos as long as 20 minutes, the costs can add up. More importantly, most viewer’s don’t have an attention span for long videos. The shorter, the better.

Structure your script using the classic format:

1. The Problem – What issue are your viewers facing?
2. The Solution – How does your product or service help?
3. How It Works – A brief explanation or walkthrough.
4. Call to Action – Tell them exactly what to do next.

And don’t forget the tone! Different subjects require different tones. A fun and lighthearted topic might use a conversational and approachable tone while a more serious theme might require a resolute tone. At the end of the day, you’re trying to connect, not lecture.

Step 3: Choose the Right Animation Style

There’s no one-size-fits-all when it comes to animation. The style should match your brand and message.

• 2D Animation Explainer Video: These are the most common. Flat, simple, and cost-effective. Perfect for startups and SaaS products.
• 3D Animated Explainer Video: These offer more depth and realism. Ideal for products that benefit from detailed visuals like tech devices or architecture.
• Motion Graphics: Clean and corporate. Best suited for B2B brands and financial services.

At Hatch Studios, we’ve produced everything from the best 3D animation explainer videos to slick motion graphic campaigns. Choosing the right style is all about what resonates with your audience and aligns with your branding. For a complete breakdown of all our visual styles, check out the style page.

Step 4: Storyboarding

Now that your script is locked and your style is chosen, it’s time to storyboard. This step maps out each scene visually – kind of like a comic strip. You’ll get to see how your script comes to life.

Sometimes an animatic will be developed instead of a storyboard. An animatic is a video version of a storyboard and it’s helpful in showing scene lengths, cuts, transitions, and more. The decision to develop a storyboard or animatic will depend on the type of project, the budget and the timeline.

It’s also a checkpoint. You can spot pacing issues, refine transitions, and catch anything that may not translate well visually.

Step 5: Voiceover and Sound Design

Voiceovers are often underrated, but a professional voice actor can elevate your video. Pick a voice that matches your brand personality or topic. It might be friendly, authoritative, quirky, etc.

At Hatch Studios we work with custom voiceover talent to ensure the voice matches not just the tone of the script, but also the pace of the visuals. For every project that requires voiceover (and not all of them do), we provide a selection of what we consider to be the best options.

Add to that a carefully crafted sound design and background music, and you’ve got something that feels polished and complete.

Step 6: Animation and Production

This is where everything comes together. Animators take the storyboard, voiceover, and design assets and bring them to life. This step requires close collaboration between motion designers, producers, and creative directors.

Using tools like After Effects for 2D animation and Cinema 4D or 3ds Max for 3D work, our team ensures everything moves smoothly and keeps viewers engaged.

Want to know the difference between an average explainer and one of the best explainer videos? It’s often the quality of the motion – the timing, transitions, and polish.

Low-budget videos will often have jerky motion, sloppily animated characters and awful camera work. In this industry, you certainly get what you pay for.

Step 7: Review and Revisions

No video is perfect on the first pass. It’s essential to leave room in your timeline and budget for feedback and adjustments. We always include multiple rounds of revisions to make sure our clients are thrilled with the final product.

Some clients prefer to have additional revisions added to the project for a small fee. while others are ok with fewer, sometimes resulting in reduced costs.

Step 8: Publish and Promote

Once your animated explainer video is ready, it’s time to launch it into the world:

• Embed it on your homepage.
• Use it in paid ad campaigns.
• Share it across social media platforms.
• Include it in email marketing.

A well-designed video won’t just sit there. It will drive results. Whether it’s clicks, signups, or conversions, the ROI can be significant.

If you want to learn more about the production process, which varies from project to project, check out our detailed animation production process page.

Cost: What Should You Expect?

One of the most common questions we get is about explainer video cost. And the truth is: it varies widely.

• A 2D explainer video tends to be more affordable because it’s easier to develop.
• A 3D explainer video costs more but can offer stunning realism.
• Voiceovers, music, and extensive revisions will increase explainer video pricing but often not by much.

At Hatch Studios, we offer flexible packages based on our client’s needs and goals. No matter the budget, we’re committed to delivering quality.

Why Hatch Studios?

With over 20 years in the industry, Hatch Studios has worked with brands across the globe to create engaging explainer videos. We combine storytelling, design, and animation expertise to deliver custom solutions that speak directly to your audience.

Our team doesn’t just crank out content. We become your creative partner from the first script idea to the final rendered frame.

Whether you’re looking for a polished 2D animation explainer video, an eye-popping 3D animated explainer video, or just want to learn what the best explainer video companies are doing right, we’re here to guide you.

Final Thoughts

Creating an animated explainer video isn’t just about cool visuals but also clear communication. It’s about grabbing attention, holding it, and delivering value in under two minutes.

With the right process, the right team, and a strategic approach, your explainer video can become one of the most effective marketing tools in your arsenal.

So if you’re ready to tell your story in a way that connects, educates, and converts, let’s talk. Hatch Studios is here to help make it happen.

Need help getting started? Reach out to us at Hatch Studios to learn more about our explainer video services and how we can bring your brand to life.