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The best explainers are not product tours. They start with a problem the viewer already feels, and by the time the product appears, the viewer is already hoping for it. That is the whole craft in one line, and it is why the script matters more than the software you animate in.
An animated explainer does in a minute what a sales deck struggles to do in ten slides: it shows the problem, the fix and the result in a way people remember. That is why most SaaS, healthcare and fintech brands lead with one on their homepage.
Set one goal, write the script, pick a style, storyboard, record the voiceover, design, animate with sound, then publish and measure. This is the same process our studio follows on every explainer.
Two details make the biggest difference. First, know exactly who is watching: for our client Raptor Plumbing, the target audience was the typical homeowner, so every scene was written for someone with a flooded basement, not a plumbing expert. Second, sound is half the experience. A catchy track can carry a whole message, like the famous safety song made for Metro Trains Melbourne. For writing help, use our explainer video script guide and this walkthrough on storyboarding.
Almost every explainer that works follows the same four beats: the problem, the solution, how it works and a call to action. At about 130 words per minute of voiceover (the usual range is 120 to 140), a 60-second script is roughly 130 words, and a two-minute video should stay under 250. Every line has to earn its place.
Most explainers solve the problem in the first few seconds and spend the rest listing features. That is like a Bond film where the villain loses in minute five. People stay for the struggle. So make your viewer the hero, raise the stakes, let them feel the problem, then bring in your product as the superpower that helps them win.
The strongest explainers speak to all four decision centers at once, not just the logical brain.
A simple story structure that works for almost any product:
Selling to a committee? Pick one hero everyone serves, usually the end customer or the department head, and cast the other stakeholders as the guide who helps them win.
Here is that structure in action, for a made-up scheduling app for clinics. It runs about 80 words, so the animation has room to breathe. Each panel shows the scene, the voiceover line, what the viewer sees and the emotion it should leave. Rough sketches like these are all a storyboard needs. See our full guide to storyboarding for more.
Hero and problem
"It's 7:40 a.m. Two nurses just called in sick, and Maria's first patients arrive at eight."
Visual: Maria at the front desk, phone buzzing, schedule full of red gaps.
TensionThe struggle
"She spends the next hour on the phone, rebuilding a schedule she built yesterday."
Visual: Clock spinning, sticky notes piling up.
FrustrationRaise the stakes
"Every gap means a patient waits longer, and a stretched team gets stretched thinner."
Visual: Waiting room filling up, a tired nurse, the wait time climbing.
WorryThe superpower
"Now picture this. Maria taps one button, and the app finds available staff and fills the gaps."
Visual: The app on her phone, empty slots filling in one by one.
ReliefHow it works
"Staff confirm with one tap. Patients get reminders. Maria gets her morning back."
Visual: Three linked icons: staff confirmation, patient reminder, Maria's coffee.
CalmEmotional high and CTA
"Less scrambling, more care. Book a 15-minute demo today."
Visual: Maria smiling with her team, logo and a clear "Book a demo" button.
Joy and confidenceNotice what the script leaves out: no feature list, no company history, no awards. The viewer gets one hero, one problem and one reason to book a demo. Before you hand your own script to an animator, run it through this checklist.
Pick the style that suits your product and your audience, not the one that looks coolest. Most explainers are 2D, because it is the fastest and most flexible style to produce and update.
60 to 90 seconds works for most homepage and product explainers. Go shorter for ads and social, and longer only when the viewer has already chosen to learn, like onboarding or training.
Need something punchier? See these 30-second explainer videos or our guide to short-form vs long-form explainers.
A professional animated explainer costs $2,400 to $5,500+ for a 60-second video at Broadcast2World and usually takes 4 to 6 weeks, with rush delivery in 2 to 3 weeks for an added fee. Industry-wide, prices run from about $2,000 to $10,000+ per minute.
The script and style decide most of the budget. For a full breakdown, read our guide to explainer video cost or how much animation costs.
Every example below is our own work at Broadcast2World, grouped by style. Click any card to watch, then read why it works and what you can borrow for your own explainer.
Make it yourself if you need a simple internal video and have time to learn the tools. Hire a studio when the explainer will sit on your homepage, run in ads or represent your brand to buyers. If you are relying on AI video generators, there are some solid AI voiceover tools for drafts, but a human voice still converts better on a sales page.
If you decide to hire, look for an explainer video company that writes the script with you instead of waiting for you to send one. That’s how we run every project at Broadcast2World.
Comparing studios? See our list of the best animated explainer video companies or our own explainer video production services.
A great explainer is a clear script with good animation, not the other way around. Start with the viewer's problem, keep it to one message and 60 to 90 seconds, and pick a style that fits your brand. See more of our work on the Broadcast2World homepage or talk to our explainer video team.
Marcus is a distinguished artist with a deep-rooted passion for visual storytelling. Graduating with a degree in Art from a prestigious institution in the USA, he has seamlessly blended his artistic prowess with the digital world, specializing in video marketing and animation. His innovative approach in these fields has seen him contribute to several renowned platforms, where he elucidates on the nuances of effective visual communication. Outside of his professional sphere, Marcus is an avid biker, often taking to the open roads to find inspiration and reflect on his creative ventures. Merging artistry with strategic insights, Marcus continues to shape the landscape of video marketing, one animation at a time.
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