To learn how to make an explainer video, start with one goal, one audience, and a script of about 150 words per minute of runtime. After that, everything else, from style to storyboard to the final edit, follows from those three decisions.
In our experience, most explainers that miss the mark don’t fail in animation or on set. Instead, they fail on paper:
- The goal is fuzzy, so the script tries to say everything
- The script runs long, so the video drags past two minutes
- The style is picked before the message is clear
This guide walks through how to make an explainer video in eight steps, with a free script template you can copy, a word-count-to-runtime table, two production paths (animated and live-action), realistic timelines, and the mistakes we see most often. If you’re still deciding whether you need one, start with our guide to explainer types and examples.
Key Takeaways
- One goal per explainer. A video that tries to explain your whole company explains nothing well.
- The script is the product. Most of the quality of an explainer is decided before anyone animates or films a frame.
- Words set the runtime. At about 150 spoken words per minute, a 90-second explainer needs roughly 225 words.
- Style follows the message. Animated, live-action, and hybrid explainers each fit different products and audiences.
- Plan distribution up front. Cutdowns, captions, and thumbnails are easier to plan than to retrofit.
How to Make an Explainer Video: The Process at a Glance
Here is how to make an explainer video in one view: define the goal, choose a style, write the script, match it to a runtime, storyboard it, record voiceover or film live action, animate and edit, then publish and test. So the table below shows who does what and how long each stage usually takes.
| Step | What happens | Typical time |
| 1. Goal and audience | Brief, success metric, approver list | 1 to 3 days |
| 2. Style | Animated, live-action, or hybrid | 1 to 2 days |
| 3. Script | Draft, review, and lock | 1 to 2 weeks |
| 4. Runtime check | Trim the script to the target length | Same week |
| 5. Storyboard | Frames, style frames, or shot list | 1 to 2 weeks |
| 6. Voice or shoot | Voiceover session or shoot day | 1 to 3 days |
| 7. Animate and edit | Motion graphics, edit, music, mix | 2 to 4 weeks |
| 8. Publish and test | Captions, cutdowns, landing page | 1 week |
How to Make an Explainer Video, Step by Step
You make an explainer video in eight steps, and notably, the first four happen on paper. If you get those right, then production becomes much faster and cheaper.
Step 1: Define One Goal and One Audience
The first step in how to make an explainer video is to write down one goal and one audience, such as “help IT directors understand how our platform cuts onboarding time.” After that, everything in the script should serve that sentence.
Next, add a success metric and a short list of approvers. For example, the metric might be demo requests from a landing page. Meanwhile, a clear approver list prevents late surprises. If you need a template for this, our guide to writing a video brief covers what to include.
Step 2: Choose the Explainer Style
Choosing the explainer style means picking animated, live-action, or hybrid based on what you need to show and who needs to trust it. In short, the style should make the message easier to understand, not just look good.
| Style | Best for | Watch out for |
| 2D animation / motion graphics | Software, abstract ideas, processes | Can feel generic without a strong design |
| Live-action | Trust, people, physical products, B2B buyers | Needs locations, talent, and a shoot day |
| Hybrid (live action + motion graphics) | Complex products with a human face | Needs both crews to plan together |
| Screencast / product demo | Showing a real interface | Can get long and feature-heavy |
For a deeper comparison of the animated options, see our guide to motion graphics vs animation. For software products specifically, our page on video production for SaaS and tech shows how teams usually mix the two.
Step 3: Write the Explainer Video Script
Writing the explainer video script means turning your goal into a short story: a hook, the problem, your solution, how it works, proof, and a call to action. As a result, that six-part structure keeps the script tight and easy to follow.
First, write it for the ear, not like a brochure. Then read it aloud and time it. Also, cut any sentence a customer wouldn’t say. For a head start, the free template below gives you the exact structure to copy.
Step 4: Match Script Length to Runtime
Matching script length to runtime means counting words and trimming until the script fits the target length, at about 150 spoken words per minute. That’s why word count, not wishful thinking, sets the length of your video.
| Target runtime | Approximate word count | Best use |
| 15 seconds | 35 to 40 words | Paid social, pre-roll |
| 30 seconds | 70 to 80 words | Social, ads, event screens |
| 60 seconds | 140 to 150 words | Product pages, email |
| 90 seconds | 210 to 225 words | Homepage, landing pages |
| 2 minutes | 280 to 300 words | Sales follow-up, complex products |
As a rule, aim for 60 to 90 seconds for a homepage or landing page. However, social cutdowns should run 15 to 30 seconds, and they can come from the same script.
Step 5: Storyboard the Visuals
Storyboarding the visuals means sketching what the viewer sees for every line of the script, so everyone agrees on the picture before production starts. For animation, that means style frames and boards. For live action, on the other hand, it means a shot list.
Also, mark where text, product shots, and on-screen graphics will appear. As a result, the review rounds focus on real decisions instead of surprises. Stick figures are fine at this stage, because the goal is clarity, not art.
Step 6: Record Voiceover or Film Live Action
Recording voiceover or filming live action means capturing the audio and footage the script calls for, either in a voice booth or on a shoot day. For animated explainers, the voiceover usually comes first, because animators time motion to it.
For live-action and hybrid explainers, however, the shoot often includes a presenter, product close-ups, and B-roll of real people at work. In addition, a teleprompter keeps presenters on script, while a client monitor lets your team approve takes on set. Our guide to what B-roll is explains why that supporting footage matters.
Step 7: Animate, Edit, and Add Sound
Animating, editing, and adding sound means building the final video from the voiceover, footage, and storyboard, then adding music, sound effects, and a final mix. Because this is usually the longest stage, plan for two review rounds.
First, review a rough cut for story and timing. Then review a fine cut for design, text, and polish. Finally, lock the mix and color. At D-MAK, our video editing services team handles this stage in-house.
Here’s a medical explainer video produced by D-MAK Productions:
Step 8: Publish, Test, and Repurpose
Publishing, testing, and repurposing means putting the explainer where buyers will see it, measuring what it does, and cutting it into shorter versions. Above all, remember that a great explainer that sits in a folder does nothing.
First, add captions, because many viewers watch with the sound off. The W3C’s guidance on captions and subtitles explains why they matter for accessibility. Then create a thumbnail and place the video near the top of the landing page. Finally, test it against a page without video, so you know what it’s worth.
Free Explainer Video Script Template
This free explainer video script template follows the six-part structure most effective explainers use. So copy it, fill in each part, and then check the total word count against the runtime table above.
| Part | What to write | Example line | Share of script |
| 1. Hook | One line that names the viewer’s world | “Every new hire asks the same 40 questions.” | About 10% |
| 2. Problem | The pain, in the customer’s words | “Your team answers them one by one, every week.” | About 15% |
| 3. Solution | What you offer, in one sentence | “Our platform answers them before day one.” | About 15% |
| 4. How it works | Three simple steps or features | “Upload, assign, track. That’s it.” | About 30% |
| 5. Proof | A result, customer, or credential | “Teams use it to onboard faster.” | About 15% |
| 6. Call to action | One clear next step | “Book a 15-minute demo.” | About 15% |
In addition, a few rules make the template work. First, use “you” more than “we.” Next, keep one idea per sentence. Finally, write numbers and claims only if you can prove them, because buyers notice.
Explainer Video Script Example (Short Version)
For instance, here is a short explainer video script example built with the template above. It runs about 90 words, which fits roughly 35 to 40 seconds at a natural pace. For a full 60-second version, add a second proof point and one more line under “how it works.”
| Part | Script line |
| Hook | “Every new hire at your company asks the same 40 questions.” |
| Problem | “So your managers answer them one by one, every week, instead of doing their real jobs.” |
| Solution | “[Your product] answers those questions before day one, in short videos your team records once.” |
| How it works | “First, record the answers. Next, assign them to new hires. Then track who has watched what.” |
| Proof | “As a result, new hires show up ready, and managers get hours back every month.” |
| Call to action | “See how it works in a 15-minute demo. Visit our site to book yours.” |
Of course, the example uses a placeholder, so swap in your own product. Even so, notice the pattern: short sentences, one idea each, and transitions that move the viewer from problem to action. That rhythm is what makes a script easy to animate, easy to film, and easy to follow.
Also, read your draft aloud with a timer before you send it for review. If it runs long, cut the “how it works” section first, because that’s where most scripts get crowded.
Two Production Paths: Animated vs Live-Action
There are two main ways to make an explainer video: an animated path built in motion graphics software, and a live-action or hybrid path built around a shoot day. Both start with the same script, but then they split after the storyboard.
For example, the animated path goes from script to voiceover to style frames, then to animation and sound. As a result, it works well for software, abstract ideas, and processes you can’t film. However, it can feel generic unless the design is strong.
By contrast, the live-action path goes from script to shot list to a shoot day, then to editing and motion graphics. Because real people are on screen, it builds trust quickly with senior B2B buyers. Hybrid explainers combine both, so a presenter can introduce a product while graphics show what’s happening inside it.
How Long Does It Take to Make an Explainer Video?
It usually takes 4 to 8 weeks to make an explainer video, from kickoff to final delivery. For instance, simple animated explainers with a locked script can finish faster, while complex hybrid projects with several approvers take longer.
| Explainer type | Typical timeline | What drives it |
| Simple motion graphics, 60 seconds | 3 to 5 weeks | Script approval and design rounds |
| Custom 2D animation, 90 seconds | 5 to 8 weeks | Illustration and animation time |
| Live-action explainer | 3 to 6 weeks | Locations, talent, and shoot date |
| Hybrid explainer | 5 to 8 weeks | Shoot plus motion graphics |
However, review speed matters as much as production speed. For example, a script that sits in legal review for two weeks adds two weeks to the project. That’s why you should name your approvers in Step 1.
How Much Does It Cost to Make an Explainer Video?
In Phoenix, an explainer video typically costs $3,000 to $15,000, depending on length, style, and how much custom animation or filming it needs. In general, simple motion graphics sit at the lower end, while custom animation and hybrid shoots sit higher.
For a full breakdown by style and length, see our explainer pricing guide.
DIY vs Hiring an Explainer Video Company
You can make a simple explainer video yourself with templates and screen recording, but hiring an explainer video company makes sense when the video carries your brand to buyers, investors, or partners. So here’s how the two compare.
| Factor | DIY | Hiring a production company |
| Cost | Software and your time | $3,000 to $15,000 in Phoenix |
| Script | You write it alone | Writer and producer shape it with you |
| Look and feel | Template-based | Custom design or a real shoot |
| Voice and sound | Often your own voice | Professional voiceover and mix |
| Best for | Internal how-tos, quick tests | Homepage, sales, launches, investors |
If you do hire, though, compare partners carefully. Our list of the top explainer studios to hire explains what to look for.
Here’s a long-form explainer video with motion graphics produced by D-MAK Productions:
Common Explainer Video Mistakes
- Starting with style. If you pick animation before the message is clear, the video looks good but still says little.
- Writing too many words. Over 300 words usually means a video longer than two minutes, so trim hard.
- Talking about yourself. Viewers care about their own problem first, so lead with it.
- Skipping the storyboard. As a result, feedback arrives during animation, when changes cost the most.
- Forgetting captions and cutdowns. Without them, the explainer then reaches far fewer people.
- Too many approvers. Every extra reviewer adds a round, so keep the list short and named.
Why Choose D-MAK Productions for Explainer Videos?
D-MAK Productions is a Phoenix-based video production company with 15 years of experience making explainer videos, from motion graphics to live-action and hybrid explainers with real people on screen. Our team writes, designs, shoots, animates, and edits in-house, so one partner takes your explainer from concept to final cut. We have produced for brands including Google and Blue Cross Blue Shield.
Clients also tell us we’re very easy to work with. Because we can film live action and build motion graphics under one roof, hybrid explainers don’t need two vendors. In addition, we work across Arizona and travel nationwide.
Explore our promotional video services or see our commercial video portfolio.
How Do You Make an Explainer Video, in Short?
To make an explainer video, define one goal and audience, choose a style that fits the message, and write a script of about 150 words per minute. Then storyboard it, record the voiceover or film the live action, animate and edit, and finally publish with captions and cutdowns. In most cases, explainers take 4 to 8 weeks from kickoff to delivery.
Ready to start? Contact D-MAK Productions or request an estimate and we’ll help you shape the script.
Frequently Asked Questions
How Do I Make an Explainer Video?
To make an explainer video, define one goal and one audience, choose a style, write and time the script, storyboard it, record the voiceover or film live action, then animate, edit, and publish with captions. In practice, most projects follow those eight steps.
How Do I Write an Explainer Video Script?
To start, write an explainer video script in six parts: a hook, the problem, your solution, how it works, proof, and a call to action. Also, write it to be spoken aloud, keep one idea per sentence, and time it at about 150 words per minute.
Is There a Free Explainer Video Script Template?
Yes. The free explainer video script template in this guide uses six parts: hook, problem, solution, how it works, proof, and call to action. Simply copy it, fill in each part, and then check the word count against your target runtime.
How Many Words Should a 60-Second Explainer Script Be?
A 60-second explainer script should be about 140 to 150 words, based on a natural speaking pace of roughly 150 words per minute. Similarly, a 90-second script needs about 210 to 225 words.
How Long Does It Take to Make an Explainer Video?
It usually takes 4 to 8 weeks to make an explainer video. Simple motion graphics can take 3 to 5 weeks, while custom animation and hybrid projects take 5 to 8 weeks, depending on review rounds.
Should My Explainer Be Animated or Live Action?
In general, choose animation when you need to show software, abstract ideas, or processes you can’t film. Choose live action or hybrid when trust matters, when you sell to senior B2B buyers, or when real people and products tell the story best.
What Are the Steps to Produce an Explainer Video?
The steps to produce an explainer video are: define the goal and audience, choose the style, write the script, match it to a runtime, storyboard, record voiceover or film, animate and edit, then publish and test.
Who Makes Explainer Videos in Phoenix?
D-MAK Productions makes explainer videos in Phoenix, including motion graphics, live-action, and hybrid explainers, with scripting, filming, animation, and editing handled in-house.
