Creating an animated explainer video can feel daunting for a B2B marketer. Where do you even begin? As the team behind Mooviemakers, we’ve guided countless clients, from fintech startups to SaaS enterprises, through the explainer video production process. In this guide, I’ll walk you through how to create an explainer video from scratch, step by step, sharing our proven process, project management tips, and hard-won lessons along the way. By the end, you’ll have a clear roadmap from initial idea to final animation and the confidence to get started.
Why Explainer Videos? It’s simple: they work. In fact, 91% of people have watched an explainer video to learn about a product or service, and 82% of people report being convinced to buy a product after watching a video. It’s no wonder explainer videos are the most popular video type created by marketers today. A well-crafted animated video can simplify complex ideas, engage busy decision-makers, and ultimately drive action.
At MoovieMakers, we handle everything end-to-end, from initial concept to final cut. In this article, I’ll share our perspective on each stage of the journey. You’ll learn how to define your video’s purpose and audience, write an effective script, storyboard the scenes, choose the right animation style, add voiceover and sound, manage client feedback loops, and deliver a polished final video. We’ll also sprinkle in real-world insights from our past projects (especially in fintech and SaaS) to illustrate what works and what pitfalls to avoid.
Whether you plan to produce the video in-house or partner with an animated video team like ours, this explainer video production process guide will equip you with the knowledge to do it right. Let’s dive into the step-by-step process of turning an idea into an engaging animated explainer video.
1. Define Your Video’s Purpose and Audience (Project Kickoff)
Every successful explainer video starts with a clear purpose and a defined audience. In our first meeting with any client, we focus on why the video is being made and who needs to see it. This discovery phase is absolutely foundational, the decisions made here cascade through the entire explainer video production process. Spend time up front mapping out your goals, target viewers, and core message; the more effort in planning, the smoother the rest of the process will be.
Ask the right questions:
What key problem will the video solve or what idea will it convey? Who is the target audience e.g. prospective customers, internal teams, investors? What action should viewers take after watching (visit a website, sign up, contact sales)? For B2B videos, knowing the buyer persona (industry, job role, pain points) is crucial. For example, in a recent fintech project, we discovered the client was trying to speak to both tech-savvy developers and non-technical executives in one video, two very different audiences. We advised splitting into two tailored videos, allowing each to hit the mark with the right tone and depth. Defining a focused purpose and audience up front prevents an “everything and the kitchen sink” script later.
Draft a creative brief:
We formalize this discovery in a brief document that outlines the project objectives, target audience, main message, and any key points the video must include. This brief serves as our north star throughout the explainer video production process. If you’re working with an agency like MoovieMakers, expect to fill out a kickoff questionnaire or have a discovery call where we gather this info. (In fact, when clients get in touch with us, we start with a detailed Q&A to pinpoint these factors.) A good brief might also note practical details, video length (most explainer videos are 60-120 seconds), required format or platform, and any branding guidelines or “must-have” visuals.
Set success metrics:
Another part of purpose definition is deciding how you’ll measure success. Is it increased landing page conversions? Social media engagement? Sales demo requests? Setting a measurable goal ensures the video’s content and style align with achieving it. For instance, a SaaS explainer aimed at driving free trial signups might take a straightforward, tutorial-like approach, whereas a fintech brand awareness video could be more narrative and emotional. We’ve seen that clarity here guides creative decisions later on.
Timeline: Generally, allocate about a few days to a week for this kickoff stage. It involves scheduling stakeholder meetings, gathering input, and iterating on the brief until everyone agrees. Don’t rush it. As one industry guide notes, mapping out ideas, goals, target audience, and message at the outset is essential and “the more time you spend on this phase, the smoother the entire process will be.” Getting all decision-makers aligned now will save significant time later. In practice, if multiple departments (e.g. marketing, product, compliance) are involved, common in financial services, make sure they all contribute to and sign off on the brief.
Pro Tip:
Avoid scope creep by locking the brief. We’ve learned (sometimes the hard way) that a fuzzy purpose leads to mid-project changes. For example, a SaaS client once expanded the video’s scope mid-stream to include an extra feature demo, which threw off our timeline. Now we insist on a clear scope definition up front. It’s not that the brief can never evolve, but changes later can ripple through script, visuals, and budget. Better to decide early what story must be told, and save the “nice-to-haves” for future content.
With a solid purpose and audience defined, you’re ready to tackle the most important part of the entire process, writing the script.
2. Scriptwriting: Crafting a Compelling Story
The script is the backbone of your explainer video. It’s the narrative that will drive the visuals and message, so taking the time to craft a strong script is absolutely worth it. In fact, we often say the script can make or break the video. At MoovieMakers, once we’ve clarified the brief, our creative writers get to work turning the key message into a concise, engaging story.
Keep it clear and concise:
Explainer videos are typically short (often 60-90 seconds), which translates to roughly 150-240 words of voiceover (we plan on about 160-180 words per 60 seconds of video). That’s not much! The challenge is to communicate your core message in a snackable, easy-to-understand way. Focus on the essentials: identify the viewer’s problem, introduce your solution (product/service), and highlight key benefits or a call-to-action. It’s not about listing every feature, it’s about telling a mini story that the audience can relate to. As a rule of thumb, we aim to address the audience’s pain point early, then demonstrate how our client’s solution resolves it, ending with a clear next step (e.g. “Learn more at our website”).
Adapt to your audience’s language:
In B2B marketing, jargon can be a trap. We’ve worked with many fintech and software companies who initially draft scripts filled with industry buzzwords and acronyms. Our job is to translate that into plain language and relatable terms. For example, for a fintech explainer about a complex “ESG data exchange platform,” we used an analogy of a “digital library” to convey how it organizes data, a simple hook that any viewer could grasp. Remember, you’re writing for your audience, not for your internal experts. Cut out terms or explanations that only insiders would understand. Instead, use simple language and maybe a touch of humour or storytelling to keep it engaging. As one expert puts it, “it’s not about what you want to say; it’s about making the viewer relate to the story you tell.”
Structure and flow:
A classic explainer script structure goes: 1) The Hook – open with a scenario or question that hooks the viewer (often the problem statement or an intriguing fact). 2) The Solution – introduce your product/service as the solution, explaining how it works or what it does, focusing on benefits. 3) The Proof or Details – briefly support it (e.g. one or two features, an example or a quick “how it works” rundown). 4) The Call to Action – finish by telling the viewer what to do next (visit site, book a demo, etc.). Keep the story customer-centric – address their needs. For instance, instead of “Our software uses AI algorithms to optimise data workflows,” say “You save time and hassle, because the software automatically sorts and optimises your data.” We aim to evoke emotion as well, be it relief, excitement, or confidence, to motivate action.
Iterate with feedback:
Writing is rewriting. We usually go through a couple of drafts internally, then share the script document with the client for feedback. Encourage stakeholders to focus on the messaging, is it accurate, clear, on-brand?, rather than wordsmithing every line. We advise gathering consolidated feedback from all reviewers at once, to avoid conflicting edits. (One fintech client taught us this: their compliance team wanted exact legal phrasing while marketing wanted a casual tone, by getting them to comment in one document together, we quickly found a happy medium.) Ensure everyone who needs to approve the content signs off on the script before moving forward, this prevents painful revisions down the road after visuals are already underway. In our process, no animation starts until the script is locked and approved.
Timeline: Writing a great script can take anywhere from a few days to two weeks, depending on the complexity and number of review cycles. For a typical 90-second explainer, our team often spends the first week drafting and refining, then allow another week for client reviews and approvals. (If you’re writing it yourself, VideoIgniter suggests allowing 1-2 weeks for team feedback and approvals on the script.) Rushing this stage is risky, it’s far easier to tweak words on a page now than to fix an animated scene later. So take the time to get the script right.
Real-World Lesson:
In one SaaS project, the client bypassed script sign-off and we jumped into storyboarding. Halfway through animation, a new stakeholder read the script for the first time and requested major changes, resulting in redoing several animated scenes. Since then, we insist on a formal “script approval” checkpoint. It’s much cheaper and faster to revise text than to redo animation! So, make script approval a milestone in your project plan.
With a finalized script in hand, you’ve built a solid foundation. Now the fun part begins: envisioning how that script will play out on screen through storyboarding.
3. Storyboarding: Visualizing the Scenes
With the script locked down, it’s time to turn words into pictures. Storyboarding is the process of sketching out the video scene by scene, like a comic strip, to plan the visual flow of your explainer. This step is absolutely vital, it’s where we (and our clients) see the video coming to life on paper (or rather, on screen) before full explainer video production process begins.
What is a storyboard?
Think of a storyboard as a visual blueprint for the video. It’s a series of panels or rough sketches, each representing a key scene or shot, laid out in sequence. Alongside or beneath each image, we include the portion of script (voiceover) for that scene and notes about the action or motion (e.g. “Chart grows upward as narrator says profits increased”). It doesn’t have to be beautifully drawn, quick sketches or even simple shapes and stick figures can do the job, as long as they convey what’s happening. The goal is to map each line of the script to a visual so we can ensure the story makes sense in a visual medium.
Why storyboarding matters:
This stage is where we catch inconsistencies and refine the narrative before investing time in animation. Reading a script is one thing, but when you storyboard it, you might find, for example, that you have 4 different scene changes in a 30-second span, which could feel too fast, or that a certain line has no clear visual to support it. As one production expert notes, a storyboard “points out inconsistencies in your script and finalises it.” It forces you to imagine the final video playing out. If you read through your storyboard and can’t clearly visualise the video in your head, that’s a red flag to simplify or clarify something. We often realise during storyboarding that a line of narration would work better earlier or that we need an extra shot to bridge two ideas. It’s much easier to tweak the storyboard than to change course later during animation.
Collaborative creativity:
At Mooviemakers, we invite clients into the storyboard review process. It’s a great time for exchanging ideas. Often, we’ll present an initial storyboard draft (with our recommended visuals for each part of the script), and the client can suggest adjustments, maybe they prefer a different metaphor, or want to ensure their brand imagery appears in a certain way. For example, a fintech client might say, “Instead of a generic character depositing money, can we show our actual app interface here?”, which is great input we can incorporate now. Early feedback is key: industry pros note that involving the client at this stage ensures they’re on board with the concept and style, avoiding surprises later. So don’t hesitate to iterate on the storyboard. It’s far cheaper than iterating on finished animation!
What to look for in a storyboard review:
When reviewing, focus on the flow and clarity. Does each scene make sense and support the voiceover? Is the storyline coherent and easy to follow? Also consider pacing e.g., a very complex scene might need more screen time or a simplified visual. Check for brand alignment too: if your company has a style guide, ensure the proposed visuals will use the right colours, fonts, imagery style (though final design comes later, the storyboard can indicate general ideas). For instance, in one SaaS project, the storyboard had a cartoonish character, but the client’s brand is very sleek and professional. Catching that mismatch early, we changed the approach to use a more abstract, icon-driven visual style.
Timeline: Creating and approving a storyboard usually takes 1-2 weeks in a typical project. In our experience, the first draft might take a few days to a week to prepare (depending on complexity and whether custom illustrations are involved even at storyboard stage), then another several days for feedback and revisions. Allocate time for at least one feedback cycle here, it’s normal to tweak the storyboard once you see it. If multiple stakeholders need to review, try to gather all their input together. We often schedule a meeting to walk through the storyboard panel by panel with the client, which allows real-time discussion and consensus-building.
Pro Tip:
Use references. If you have example images or inspirations for certain scenes, include them. Sometimes, we’ll include reference screenshots or sketches from our examples portfolio to communicate an idea (“imagine a style similar to this video we did for XYZ Co.”). This ensures everyone has the same visual in mind. Conversely, as a client, feel free to share reference videos or styles you like at this stage. It will help the creative team nail the look and vibe you’re aiming for.
With an approved storyboard, you now have the master plan for your video. Next, it’s time to decide the look and feel, the animation style and design that will bring those storyboard panels to life.
4. Choosing an Animation Style and Design
Animation isn’t one-size-fits-all. There are many animation styles, from sleek 2D motion graphics, to character-driven cartoons, to whiteboard sketches, to 3D animations, and choosing the right style is a critical step. The style needs to fit your brand, appeal to your audience, and effectively communicate your message. At this stage, we define the visual design of the video: the art style, color palette, characters or icons, typography, and overall aesthetics.
Explore different styles:
Common explainer video styles include 2D vector graphics (flat illustrations and icons with modern motion design), character animation (cartoon characters that act out a story), whiteboard animation (hand-drawn black-and-white illustrations drawn in real time), motion infographics (animated charts and text, great for data), and even 3D animation (for a more polished, depth-filled look). Each has its pros and cons. For instance, motion graphic animations with clean icons and text might suit a serious B2B topic or IT company, while a playful character animation can add charm to a lighter topic or consumer-oriented message. In our experience, fintech clients often prefer a clean, professional style, using isometric graphics or simple characters, to build trust, whereas a SaaS startup targeting a broader audience might be open to a quirkier, colourful style to stand out. We also consider the complexity: highly detailed 3D or frame-by-frame (“cel”) animation looks fantastic but takes longer (and costs more), so it must match your project’s timeline and budget.
Align with your brand:
We always ask for the client’s brand guidelines or any existing graphics to incorporate. The video should feel like a natural extension of your brand. That means using your brand colors, appropriate typography, and any logo or mascot as needed. For example, when producing an explainer for a SaaS whose app uses a specific UI color scheme, we pulled those exact colors into the animation so everything felt cohesive. If your brand is minimalistic and serious, a loud cartoon style might not fit – and vice versa. It’s fine to be creative, but as one guide suggests, stay moderate and aligned with your other content, so the video doesn’t feel alien to your loyal audience. During this phase, we often create style frames or design mockups – essentially sample stills of what the final animation will look like, using a couple of key frames from the storyboard but in full color and detail. This gives a preview of characters, backgrounds, and visual tone.
Get client input:
Sometimes clients come in with a clear style in mind (“We love those RSA whiteboard videos” or “Can you do it like this example video we saw?”). Other times, they’re unsure. If you’re not sure, we recommend studying competitor videos or examples for inspiration. We might show a client a few style examples “Do you prefer a sleek infographic style like Example A or a more fun character style like Example B?”* This helps nail down the direction. Once we propose a style (via style frames or a mood board), it’s important to give feedback. Are the characters resonating? Do the visuals feel on-brand? It’s easier to tweak design elements now than after everything is animated. For instance, we once had a fintech client realise at style selection that the cartoon characters felt too “casual” for their conservative audience, so we pivoted to using more iconography and no characters. That saved us from a potential mismatch in the final product.
Consider content requirements:
Your subject matter might dictate certain style choices. If your explainer involves demonstrating software UI (common in SaaS product videos), you’ll likely include screen recordings or mock interface animations. That means the style should accommodate legible text and realistic app screens. If it’s an abstract concept (like an investment strategy in fintech), you might lean on metaphorical graphics or kinetic typography to visualize unseen ideas. Technical or “dry” topics can often benefit from a lighter illustration style to maintain interest, whereas very playful content might lean into exaggerated cartoon visuals for humor.
Timeline: Choosing the style overlaps with storyboarding, often, we decide style during or right after storyboard approval. Creating style frames or sample illustrations might take a few days to a week, and client review another few days. In Piehole.TV’s timeline, they allocate 0.5-2 weeks for style frames (with a couple days to create first draft and remainder for edits). In practice, we frequently run the voiceover and style design in parallel after script approval, to save time (more on voiceover next). Expect that finalising the style (especially character designs) can sometimes involve a round or two of tweaks, but it’s time well spent to get the look right. Once style is settled and the storyboard is approved, our designers will produce all the illustrations/assets needed for the animation.
Pro Tip:
Communication is key in this phase. Misalignment on style is a common source of delay. We ensure constant communication with the client, sharing examples, clarifying preferences, and sometimes even creating two versions of a style frame if we sense uncertainty. As one animation guide notes, lack of communication or client involvement is often why a client might end up “not satisfied with the final product” staying closely involved at style selection prevents that. Don’t be afraid to speak up if something doesn’t feel right visually. It’s easier to adjust color or illustration choices now than after the whole video is animated.
With our visual style locked in and all assets prepared, we move into the most labor-intensive stage: bringing everything to life through animation.
5. Voiceover and Sound Design: Adding Voice and Emotion
Before diving into full animation, there’s another key element to put in place: the audio, particularly the voiceover narration and background music/sound effects. These audio elements play a huge role in the explainer video’s impact, they set the tone, clarify the message, and make the video feel professional and engaging.
Voiceover recording:
Given we have a finalised script, we typically proceed to record the voiceover (VO) early, often right after or even alongside the storyboarding and style phase. The voiceover is the backbone that will drive the timing of the animation. At Mooviemakers, we work with professional voiceover artists. During the script phase, we’ll usually help the client choose a VO artist from our roster that fits the project, considering accent, gender, tone, and style. (For example, a friendly British female voice might convey trust and clarity for a fintech video targeting UK audiences, whereas a youthful energetic tone might suit a hip SaaS startup video.) We provide a selection of a few voice samples for the client to choose from. Once chosen, we send the script to the VO artist for recording.
One advantage of using pros: turnaround is fast. Typically, as soon as the script is approved, a voice actor can record and deliver the audio within 24-48 hours. That means this step usually isn’t a schedule bottleneck. If needed, minor pickups (edits) can be done quickly too. Some clients ask: can we use our own team member or CEO as the voice? You can, but keep in mind a professional will usually give a more polished result (and your team member needs to have good recording conditions). If you go DIY, there are tools to help, but given the importance of audio quality, we usually recommend leaving it to the pros.
Timing and pacing:
We carefully coach the voice artist on pacing, ensuring the read matches the desired video length and mood. For example, if the script is ~180 words for a 60-second video, we need a fairly brisk yet clear delivery. We often request two takes: one at a natural pace, and one slightly slower or faster if needed. During animation, we’ll sync actions to the voiceover, so having the final VO track in place before animation is ideal. (On occasion, we do a rough scratch recording internally to animate to, if VO is delayed, but final VO is preferred early.)
Background music and sound effects:
Apart from the narration, sound design adds another dimension to the video. A background music track will set the emotional tone, upbeat and motivational, calm and informative, quirky and fun, etc. We typically source royalty-free music or create a custom track that fits the client’s brand vibe. For instance, a fintech explainer might use a confident, modern track that’s not too distracting, whereas a playful SaaS explainer might feature a more energetic tune. The right music can make your audience feel exactly what you want, inspired, assured, excited. Psychologically, music underlines the message: if you want viewers to feel urgency, you’d choose a fast-paced rhythm; if you want them to feel calm trust, something more subtle works.
We also consider sound effects (SFX), little audio cues that accentuate on-screen actions. These might include swooshes when text or graphics appear, a “ding” when a key point pops up, or subtle ambient sounds that match the visuals. Used judiciously, SFX can increase engagement and make the video more memorable (who doesn’t recall the “pop” sound when an icon appears?). But they should complement, not overpower. We ensure the voiceover stays front and centre, with music/SFX at supporting volume.
Voice & music selection tips:
We involve the client in choosing the voice and sometimes the music style (we might send a couple of music track options for approval). For voiceover, think about what persona your audience will trust or relate to. A seasoned financial advisor voice? A friendly teacher? A peer? For global audiences, a neutral accent is usually safest, but if targeting a region, a local accent can create connection. For music, consider any existing brand audio guidelines. One SaaS client of ours had an intro jingle in their other videos, so we embedded that tune into the explainer for consistency.
Timeline: As mentioned, voiceover can be done quickly, often within a week from script sign-off, including artist selection and recording. We usually do it concurrently with design/storyboard revisions to save overall time. Music and SFX are typically added after the animation is done (in post-production), but you might choose a music track earlier for mood. Overall, allocate maybe a few days for sound design at the end of the process, usually 1-2 days to find the right music and do an initial sound mix, then another day or two for any tweaks.
Pro Tip:
Don’t underestimate the power of sound. A tip we always follow: choose a music track that matches the pacing of your video. For example, if your explainer is dense with info, a too-fast track can make it feel frantic; conversely, a too-slow track can sap energy. We also always do a quality check on voiceover clarity, ensuring technical terms are pronounced correctly and the tone matches the script’s intent (e.g. upbeat on a positive line, serious on a factual line). If something’s off, we’d rather re-record a line now. As Breadnbeyond notes, “compelling voice narration helps engage audiences optimally” it’s worth it to get that voice just right.
Now, with script, storyboard, style, and voiceover ready, we have all the ingredients to start cooking the main course: the animation production itself.
6. Animation Production: Bringing It All to Life
This is the stage where the magic happens. We take the approved storyboard panels, all the designed assets, and the voiceover track, and we animate the video scene by scene. Animation is often the most time-intensive part of the explainer video process, as it requires meticulous work to ensure everything moves smoothly and aligns perfectly with the voiceover and music.
Setting up the project:
We usually start by setting up the animation project in our software of choice (commonly Adobe After Effects for 2D motion graphics, or other tools depending on style). We import the voiceover audio as a timeline guide. The storyboard acts as our roadmap, we create scenes according to each panel, often labelling sections by the corresponding script lines. It’s crucial to get the timing right: we may initially block out the durations for each scene based on the voiceover (e.g. “Scene 1: 4 seconds, Scene 2: 6 seconds,” etc., guided by the VO waveform and script cues).
Animating scenes:
Using the designed assets (characters, backgrounds, icons, text), our animators start to bring movement to each scene. This includes animating characters (lip-syncing to voice if characters talk, or simply performing actions), animating text on screen, creating transitions between scenes, and adding visual effects. We ensure visual emphasis matches the narration e.g., when the voiceover says “increase,” maybe an arrow grows upward; when it introduces a product, that product graphic fades in at that moment. Our goal is to enhance comprehension: the viewer should effortlessly get the point through the combination of voice + visuals.
We also pay attention to animation principles (even in corporate explainer videos), things like easing (so movement isn’t stiff), using motion to guide the eye, and keeping consistency in style. If a character appears in multiple scenes, we maintain their look and motion style. If we transition from one concept to another, we often add a clever transition (maybe the camera pans, or an object morphs into another) to keep the video flow seamless.
Handling complexity:
Some scenes can be complex, for example, an animated dashboard with numbers updating, or an isometric cityscape with many moving parts. We sometimes tackle the hardest scenes first to ensure they work as intended, then fill in simpler ones. We also continuously preview with the voiceover to ensure pacing feels right. Animation can be iterative, we might animate a rough version of a scene, review it internally, and refine details (smoothing a movement, adjusting timing) for polish.
Ongoing client visibility:
During the animation phase (which can last a few weeks), we like to keep clients in the loop, especially on longer projects. We might share a sneak peek or a first 30-second segment once it’s done, as a checkpoint. This “milestone review” can catch any issues early. For example, sharing an early animated segment, a SaaS client might say “We’d like that graph to appear faster,” which we can adjust before animating the entire video in the same way. Regular check-ins help ensure we’re on track and prevent big surprises at the final review.
Timeline: Animation often takes several weeks for a custom explainer. For a typical 1-2 minute video, 2-4 weeks is common. Piehole’s example timeline allocates about 2-3 weeks for animation (with one week for first draft and another 1-2 for revisions). CatCow suggests planning 3-4 weeks for animation as it’s the most time-intensive stage. The exact duration depends on complexity and length, a very intricate video or longer duration could need more time. In our studio, a straightforward 60-second 2D explainer might be done in 1-2 weeks, whereas a 90-second video with detailed scenes and characters could be 3+ weeks. We always buffer time for quality checks, because rendering out and reviewing the full video often reveals tiny tweaks we’ll fix (like aligning timings perfectly or adjusting a color).
Quality control:
Once the animation is “done,” our team does an internal review before sending to the client. We watch the video end-to-end multiple times, checking for any visual glitches (e.g. overlapping layers, spelling errors in onscreen text, off-brand colours), making sure transitions are smooth, and verifying synchronisation, every voiceover line should coincide with the right visual. We also test with the sound: does the music dip appropriately when voiceover starts? Are any sound effects timed correctly with the visuals? It’s our job to ensure a polished first draft goes to the client.
Real-World Insight:
Animation is where unexpected challenges can pop up. I recall a fintech project where mid-animation, the client informed us their UI had just updated (new look & features), we had been animating an older interface. We had to quickly adjust the graphics to the new UI design, re-syncing some scenes. It was a scramble, but we managed within the timeline because we had built in a little extra buffer. The lesson: stay flexible. Sometimes data changes, or legal asks for a disclaimer to be added last-minute (yes, it happens, we’ve added a legal line at the 11th hour in a financial video). A well-managed explainer video production process will anticipate a bit of unpredictability and adapt.
When the full animation (with voice and preliminary music/SFX) is ready and internally approved, we deliver the first full cut to the client for review. This is a big moment, seeing the idea fully realised, and it leads into the next stage: gathering client feedback and making revisions.
7. Client Review and Revisions
After all the work of scripting, designing, and animating, it’s time to see how the video lands with fresh eyes. We deliver the completed explainer video (usually via a private online link) to our client for the client review phase. At this stage, the client and their stakeholders will watch the video and give feedback for any changes. Revisions are a normal, expected part of the explainer video production process, the goal is to polish the video so it’s perfect and meets all expectations.
Set expectations for feedback:
We always encourage our clients to consolidate feedback from all relevant parties into one list per review cycle. This is a project management must. If five people send separate comments piecemeal, it can become chaotic or result in conflicting directions (e.g. one person wants the background blue, another wants it green!). Instead, we often ask, “Please gather all your team’s feedback and send it to us in a single document or call.” This way, the client side aligns internally before asking us to edit. It dramatically speeds things up and reduces back-and-forth. As one editor quipped, make sure clients give detailed and consolidated notes to avoid endless loops. In our experience, a quick group meeting on the client side can iron out differences, so by the time we get notes, they’re clear and agreed upon.
Typical revision points:
Common revision requests might include: adjusting timing (e.g. “Scene 3 moves too fast to read the text”), swapping out an icon or image (“Can we use our updated logo here instead?”), changing a text phrase on screen, tweaking colors, or minor re-cuts of voiceover if absolutely needed (perhaps adding a pause or removing a word, though full VO script changes at this stage are rare if everything was approved earlier). Occasionally, a larger change comes up (“We actually need to mention one more feature”). We accommodate as much as possible, though big scope additions may require budget/schedule discussion. We’ve structured our process to minimize major changes at this late stage by getting alignment at each earlier step. Thus, most revisions tend to be fine-tuning rather than redoing entire scenes.
Unlimited vs limited revisions:
At Mooviemakers, we actually offer unlimited revisions as standard, because we want clients 100% happy and don’t want them to feel “cut off”. That said, in practice revisions are usually just 1-2 rounds. Having a solid process earlier (script approval, storyboard approval) means there shouldn’t be a need for dozens of changes now. But we give that assurance to our clients so they feel comfortable giving any feedback they have. If you’re working with an agency, clarify how many revision rounds are included. Industry-wide, many projects have about two review cycles per stage (script, storyboard, animation, etc.), meaning by the final stage, you might expect two rounds of changes on the full video. We find this is typically enough to get from first draft to final polish.
Managing the revision cycle:
We recommend setting a timeline for feedback e.g., ask the client to reply within X days – to keep the project on track. Likewise, we turn around revision edits promptly (depending on complexity, anywhere from 1-3 days for a set of changes). One key tip: same-day feedback is ideal, especially if a deadline is looming. Bigger teams tend to take longer, so it helps if at the project start you identify who will review and ensure they make time for it. We sometimes pre-schedule the review calls/dates in the initial timeline so everyone knows when the draft will be delivered and when feedback is due. This avoids radio silence when we deliver the video; everyone’s primed to respond. As Piehole notes, scheduling feedback meetings ahead and sticking to them helps avoid delays.
During revisions, we might send updated versions for confirmation of specific fixes (“here’s the color tweak you wanted on scene 5, is this better?”) or we might incorporate all feedback and send a new full cut. Modern review tools (like interactive video review platforms) allow pinpointing feedback on exact timecodes, we often use those for clarity.
Tone of collaboration:
We remind clients that revision feedback is welcomed. We’re on the same team trying to make the video the best it can be. We encourage honest feedback, if something isn’t hitting the mark, tell us now. For example, a SaaS client initially said they “liked” the first draft but we sensed hesitation on one section. With gentle prodding, they admitted a particular visual analogy wasn’t working for them. We brainstormed an alternative, changed that scene, and they loved the final result. It’s much better to address any discomfort now than to have regrets later.
Timeline: Depending on the number of revision rounds, this stage can add a few days to a couple of weeks. Typically, one round of revisions might be 2-3 days of our work, plus however long the client takes to gather feedback. If multiple rounds are needed, multiply accordingly. In straightforward cases, we’ve gone from first draft to final video in under a week. In more complex stakeholder environments (say, a large enterprise where legal needs to sign off), we’ve seen review stages last a few weeks. This is why setting expectations and a schedule upfront is important, if you have a hard deadline (like a conference), build in time for at least one revision cycle, preferably two.
Pro Tip:
Keep revision feedback organised. We suggest numbering each requested change or tying it to timestamps, so nothing gets lost. When we deliver the revised video, we often provide a change log: a list of what was changed addressing each feedback point. This makes it easy for the client to verify that everything was done. It also builds trust and avoids any “did you change X? I can’t tell” confusion.
Once all revisions are completed and the client gives the green light (“We love it!”), we move on to the final step: preparing the video for delivery and ensuring it gets in front of your audience in the best way possible.
8. Final Delivery and Launch
After incorporating the last round of feedback and getting final approval, we reach the finish line: delivering the completed explainer video. But finishing the production isn’t the end of our journey, we also help ensure the video is ready for use in all the ways the client needs. Here’s what happens in this final stage:
Exporting in the right formats:
We will export the final animation in the required format(s) and resolutions. Typically, the main deliverable is a high-quality HD or 4K video file (commonly MP4 format for its compatibility). If the video will be used on various platforms, we might provide multiple versions, for example:
- A 1080p HD version for web and general use.
- A 4K resolution version if it’s going to be played on big screens or just for future-proofing.
- Compressed versions optimised for web (smaller file size).
- Perhaps even specific aspect ratios if needed (e.g. a square or vertical cut for social media snippets, though for an explainer the main version is usually 16:9 landscape).
We also ask if the client needs the video with or without sound, or with separate audio tracks. For instance, some marketers want a version without background music to play during live presentations where they might voice-over live, or a version without voiceover to use as pure visuals under a presenter. If we know these intended uses, we can accommodate them. Additionally, if subtitles or captions are needed, we can provide those files (and we highly recommend captioning the video for accessibility).
Packaging source files:
Upon request (and depending on contract), we can deliver source project files. Many clients don’t need them, but some enterprise clients like having the source files (After Effects project, assets, etc.) for archiving or future updates. We clarify ownership and usage rights, typically the client has full rights to the final video. If there were any licensed assets (stock footage, music), we ensure the proper licenses are in place for the client’s usage.
Final QA:
Before handing off, we do one last quality review of the exported video files. We check that the audio is properly synced and the quality is crisp (no weird compression artifacts). We also often test playback on multiple devices (e.g. computer, phone) to ensure it looks and sounds as intended. This is our last chance to catch any minor error (like a typo that slipped through, rare but it can happen) or any technical issue.
Client handoff:
We then send the files via a download link or shared drive. In our communication, we include a congratulatory note (“We’re thrilled to deliver your new explainer video!”) along with instructions or recommendations for next steps. For example, we might provide tips on how to upload to various platforms (ensuring settings on YouTube for best quality, etc.), or guidelines on embedding it on their website for maximum impact. We remain available for any questions.
Launching the video:
While technically outside the explainer video production process, we often advise on the launch or distribution strategy if the client needs guidance. After all, an explainer video delivers value only when it reaches the intended audience. Common uses include embedding on the homepage or a product page, including it in sales emails, sharing on LinkedIn and other social channels, using it in sales presentations or at trade show booths, and so on. We encourage clients to have a plan: for example, if this video explains a new feature, maybe coordinate its release with a blog post or PR announcement. Internally, make sure the sales team knows the video is available and how to use it.
We also sometimes help with video thumbnail design (that first frame people see on YouTube or when the video is embedded). A compelling thumbnail can increase play rates. If our client is uploading to YouTube, we might say, “Would you like us to design a thumbnail image using the video graphics?” – consistent with the video’s style.
Measure and learn:
Post-launch, it’s wise to track how the video performs, views, engagement, conversion metrics if applicable. This can provide insights for future video projects. We love when clients share results with us, e.g. “Our landing page conversion jumped by 15% after adding the explainer video!” It validates the effort and helps refine approaches in the future.
Wrap up and celebrate: Finally, we congratulate our client on successfully turning an idea into an engaging animation. We often get feedback like “Wow, now that we see it, it makes our product so easy to understand!” which is the best outcome. We might ask for a testimonial or if we can case-study the project (with permission), especially if it’s a standout piece. And of course, we remain ready to assist with any future videos, many of our B2B clients come back for multiple explainers once they see the value of the first one (for different products, features, or training purposes).
Pro Tip:
Keep a backup of everything. We archive the final project files and exports carefully. We’ve had clients come back a year later asking for an update (e.g. a small text change or a new logo swap in the video), and having the original files organised saves a ton of time. Also, consider creating a shorter cut or teaser from the main video if useful, sometimes a 15-second cut-down can be handy for social media ads, pointing people to watch the full explainer.
Now, with the video delivered and deployed, you’ve gone from initial idea all the way to a finished animated explainer video! It’s a process that requires strategy, creativity, and coordination, but as we’ve seen, breaking it into these steps makes it manageable. Before we conclude, let’s quickly recap the journey and those key best practices that keep a video project running smoothly.
Conclusion & Next Steps: Your Explainer Video Journey
You started with just an idea and now you have a fully animated explainer video ready to share with the world. By following this step-by-step explainer video production process, we went from defining the purpose and audience, through scriptwriting, storyboarding, style design, voiceover recording, animation, and finally revisions and delivery. Each stage has its role, and by tackling them methodically, you can ensure no detail is overlooked and the end product is something you’re proud of.
Let’s quickly recap some project management takeaways:
- Plan and align early: A clear brief with defined goals and audience will guide everything. Invest time upfront to prevent headaches later. Make sure all stakeholders are on the same page from the start.
- Take it step by step: Don’t jump ahead to design or animation without a solid script and storyboard. Each step builds on the previous. Lock key approvals (script, storyboard, style) before moving forward, it saves time overall.
- Communicate and involve stakeholders: Keep stakeholders involved at milestones (script review, storyboard review, first draft review) so there are no surprises. Encourage timely, consolidated feedback to keep the project on schedule.
- Mind the timeline: A typical animated explainer (60-90s) can take roughly 4-8 weeks from start to finish, depending on complexity. Set realistic deadlines for each stage and pad for feedback cycles. If you need it faster, be prepared to invest more resources and ensure super quick feedback turnaround.
- Quality at every step: Each stage (writing, design, animation, sound) contributes to quality. Don’t rush or skip steps, and do internal reviews. As the saying goes, “garbage in, garbage out” a well-thought script and storyboard lead to a great video, whereas unclear inputs will show in the final output.
- Stay flexible: Despite planning, be ready to adapt. Maybe a business need changes mid-project or a new idea emerges, with good communication, you can pivot with minimal disruption.
At Mooviemakers, we’ve had the pleasure of producing animated explainers for many B2B brands in fintech, SaaS, and beyond, so our explainer video production process is tried and trusted. We’ve seen firsthand how a great explainer video can simplify the complex, engage busy executives, and boost marketing results. If you’re feeling inspired to create your own animated video, we’re here to help make it happen.
Ready to transform your idea into an animated story that moves your audience? Let’s talk! Reach out to us at Mooviemakers to brainstorm your next explainer video, we’ll guide you through every step and create a video that delivers results.
And as a thank-you for reading our guide, we’ve put together a handy Explainer Video Production Checklist that summarizes each stage and our pro tips. It’s a perfect companion to keep your project on track. [Download the free PDF checklist] now and use it as you go from idea to animation.
Good luck with your explainer video project. We can’t wait to see your story come to life on screen! Here’s to creating content that truly moves your audience.
