Introduction
At Gisteo, we’ve spent over 14 years and 3,000+ projects figuring out what makes an explainer video work—and what makes one fail. The difference almost never comes down to visual style or animation quality. It comes down to process. Specifically, whether the team followed the right steps in the right order.
The most common mistake we see—from startups to enterprise marketing teams—is jumping straight to visuals. They hire an animator, pick a style they like, and only then figure out what the video should say. That order produces expensive videos that don’t convert. We’ve cleaned up enough of those projects to know exactly where things go wrong.
This checklist is the process we follow at Gisteo, distilled into six steps you can apply whether you plan to produce the video yourself, hire a freelancer, or work with a studio. It covers objective-setting, scripting, visual style, production, testing, and launch—in that order, for good reason.
Each step includes a clear deliverable, an ownership note, and a realistic timeline. By the end, you will have a production plan built on the same foundation we use for every Gisteo project—with no expensive surprises along the way.
Step 1: Define Your Objective and Audience
If you wondering about where to start on how to make an explainer video, we’ll make it simple. Before you write a single word of script, you need to answer two questions. First, what specific action should this video drive? Second, exactly who is watching?
Without clear answers to both, every downstream decision—script length, visual tone, CTA wording—becomes a guess.
Set one primary metric
Your video should serve one measurable objective. Here are three examples for common startup use cases:
- SaaS homepage hero: Increase free trial activations by 15% within 60 days of launch
- Fintech product tour: Drive demo bookings from mid-funnel paid traffic—target 10% view-to-book rate
- eCommerce product explainer: Reduce return rate by explaining setup and key use cases before purchase
Write your metric down before you move on. Every decision in the next five steps should connect back to it.
Write a one-paragraph audience persona
Your persona should answer three things: job title or situation, primary pain point, and where they will watch the video.
Here is an example: “Sarah is a Head of Marketing at a 30-person SaaS company. She is evaluating automation tools to reduce manual reporting time. She will see this video embedded on the product page and is comparing three vendors.”
That single paragraph tells you the tone (professional but not dry), the length (she won’t watch three minutes), and the CTA (she needs a low-friction next step, not a hard sell).
Map the funnel stage
Finally, confirm where the video sits in the buyer journey. Top-of-funnel videos need strong hooks and emotional framing. Bottom-of-funnel videos need specifics and social proof. Mid-funnel videos need both clarity and differentiation.
Your funnel stage determines script length, visual energy, and CTA friction. Write it down alongside your metric.
Step 1 deliverables: One-sentence objective with a measurable metric • One-paragraph audience persona • Funnel stage mapped to a single CTA action
Step 2: Lock Down Your Value Proposition and Script
This is the most important step when learning how to make an explainer video. A strong script with a clear value proposition will outperform a weak script with polished animation every time.
Do not touch visuals until the script is approved. This rule will save you significant time and money.
Write your one-sentence value proposition first
Your value proposition should answer three things in one sentence: who it is for, what problem it solves, and the unique benefit it delivers.
Here is a simple template: “[Product] helps [audience] solve [problem] so they can [outcome].”
For example: “Gisteo helps SaaS companies explain their product in 60 seconds so they can convert more website visitors into paying users.” That single sentence drives every line of the script below it.
Use a proven script structure
Most effective explainer videos follow the same five-part arc. Here is the structure with timing for a 60-second video:
| Section | 60-sec timing | 30-sec timing | 90-sec timing | What it does |
| Hook | 0–8 sec | 0–5 sec | 0–10 sec | Identifies the viewer and their pain. Creates immediate relevance. |
| Problem | 8–18 sec | 5–12 sec | 10–25 sec | Amplifies the status quo cost. Builds urgency before the solution appears. |
| Solution | 18–35 sec | 12–22 sec | 25–45 sec | Introduces the product as the logical answer. Outcome-first, not feature-first. |
| How it works | 35–50 sec | — | 45–70 sec | Two or three steps that make the solution feel achievable. Omit in 30-sec versions. |
| CTA | 50–60 sec | 22–30 sec | 70–90 sec | Single, specific, low-friction action. Hold on screen for 2+ seconds after VO ends. |
Script review checklist
Before you approve the script, run it through these five checks:
- Single message: does every line serve the same core argument?
- Active voice: rewrite any passive constructions that slow the pace
- Measurable CTA: is the action specific and friction-matched to the funnel stage?
- Jargon test: read it to a non-expert. If they look confused, simplify
- Read aloud test: time it. A 60-second video needs 140–160 words at a natural pace
Step 2 deliverables: One-sentence value proposition • Approved script with section timing • Script review checklist signed off by at least one person outside the production team
Step 3: Choose Your Visual Style and Create the Storyboard
Now that your script is locked, you can make an informed visual style decision. The style should serve the message—not the other way around. When studying how to make an explainer video, you must not skip this step!
The four main animation styles and when to use each
| Style | Best for | Visual character | Example use case |
| Motion graphics | Product explanation, feature highlights, data visualization | Clean, modern, text and icon-driven | SaaS product tour showing interface workflow |
| Character animation | Brand storytelling, emotional narratives, consumer products | Illustrated characters in relatable situations | Fintech app showing a user going from chaos to clarity |
| Whiteboard / scribe | Instructional content, process explanation, education | Sequential hand-drawn reveal | HR software explaining a complex onboarding process |
| Kinetic typography | Feature-specific messaging, social ad cuts, statements | Text-forward with motion emphasis | Bold brand statement for a LinkedIn paid ad |
Three reference videos worth studying
- Dropbox (original explainer): A simple product metaphor—files appearing across devices—explains cloud sync without a single technical term. Clear visual metaphor is the lesson.
- Common Craft style: Paper cutout simplicity forces every scene to carry one idea. If a scene can’t be drawn with a cutout, the idea is too complex. That constraint is useful discipline.
- Headspace (character animation): Warm, illustrated characters create emotional identification before the product appears. The brand tone is established visually, not just verbally.
Build the storyboard
A storyboard translates each script section into a visual frame. You do not need to be an artist to create one. Rough sketches or wireframes are fine at this stage.
Here is a sample storyboard frame table for a 60-second SaaS hero video:
| Frame | Scene description | Visual action | Script excerpt | Timing |
| 1 | Character at a cluttered desk surrounded by browser tabs and notification alerts | Camera slowly zooms in on the overwhelmed expression | “If your team is spending more time chasing status updates…” | 0–8 sec |
| 2 | Split screen showing three disconnected tools with no sync indicators | Each tool lights up separately then dims—no connection lines | “Most project tools fragment your workflow across five different tabs.” | 8–18 sec |
| 3 | Single unified dashboard replaces the split screen with a smooth transition | Elements fly from the three tools and snap into the unified view | “[Product] pulls everything into one place.” | 18–35 sec |
| 4 | Three-step icon sequence: connect, assign, view | Each step animates in sequence, timed to the VO beat | “Connect your tools in two clicks. Assign work with one tap.” | 35–50 sec |
| 5 | Clean end card with product logo, CTA button, and URL | CTA button pulses gently; URL fades in underneath | “Start your free trial today.” | 50–60 sec |
Storyboard deliverable checklist
- 6–8 frames for a 60-second video (one per major script beat)
- Visual metaphor identified for each key scene
- Key transitions noted (wipe, morph, cut, zoom)
- Styleframe: one polished reference frame showing color palette, font, and illustration style
- Brand color and typography guidelines confirmed
Step 3 deliverables: Approved storyboard (6–8 frames) • Styleframe palette • Font and color guideline confirmed against brand standards
Step 4: Handle Production—Voiceover, Sound, and Animation
Production is where most first-time producers lose time and budget. It’s where the rubber meets the road on how to make an explainer video. Clear roles, defined revision gates, and a realistic timeline prevent most common problems.
Voiceover: where to find talent and what to brief
The voiceover is the buyer’s guide through the video. A mismatched voice kills even a strong script. Here are your main options:
| Source | Best for | Typical cost (60-sec) | Key trade-off |
| Professional agency casting (e.g. Gisteo) | High-stakes brand videos, enterprise clients, precise tone direction | Included in studio fee | Highest quality and direction; limited control if you brief poorly |
| Voices.com or Voice123 | Mid-budget projects needing auditions from professional talent | $150–$500 | Wide choice; you must direct and select yourself |
| Fiverr / Upwork | Early drafts, tight budgets, rapid iteration | $25–$150 | Variable quality; always request a short audition before committing |
| AI voiceover (ElevenLabs, etc.) | Internal drafts, tight timelines, localization testing | $0–$30/month | Improving fast but test with your specific audience before using in final |
When briefing any VO talent, specify: pace (words per minute target), tone (conversational, authoritative, warm), emphasis words, and any pronunciation notes for product names.
Music and sound design
Music sets emotional tone before a word of VO lands. Sound effects reinforce key visual moments without distracting from the message.
- Licensed music libraries: AudioJungle and PremiumBeat both offer single-license tracks suitable for commercial video. Budget $30–$80 per track.
- Sound effects: Use subtle SFX to punctuate transitions and key visual moments. A click sound when a CTA button appears, a whoosh on a scene transition. Less is more.
- Avoid: Generic corporate backgrounds that blend into the background and are immediately forgettable. Pick something with a clear mood that matches the visual energy.
Production roles and a sample 5-week timeline
| Week | Milestone | Key deliverable | Who owns it | Review gate |
| Week 1 | Script finalized and approved | Approved script with timing | Writer + client | Client sign-off required before storyboard begins |
| Week 2 | Storyboard and styleframes | Storyboard PDF + styleframe | Art director | Client approves visual direction before animation begins |
| Week 2–3 | Voiceover recorded | Final VO file + timing guide | VO talent + producer | Internal review; re-record if pacing is off |
| Week 3 | Animatic (rough timing pass) | Animatic video with placeholder assets | Animator | Internal review for pacing and flow |
| Week 4 | Rough animation pass | Full animated video, rough quality | Animator | Client review round 1: timing, transitions, messaging |
| Week 4–5 | Color, polish, and audio mix | Color-graded, sound-designed final | Animator + sound designer | Client review round 2: final polish |
| Week 5 | Final render and file delivery | All agreed formats delivered | Producer | QA checklist completed before delivery |
DIY vs. freelance vs. agency: a decision matrix
| DIY (Vyond, Animaker) | Freelance (Upwork, Fiverr) | Agency (e.g. Gisteo) | |
| Budget range | Low (≈$30–$150/month) | Mid ($1,500–$2,000) | Professional ($3,000–$5,000+) |
| Timeline | 1–2 weeks | 3–5 weeks | 4–6 weeks |
| Creative strategy | None included | Limited | Full scripting + direction |
| Best for | Internal comms, quick iteration, testing | Defined brief, tight budget, visual clarity only | Homepage hero, sales enablement, flagship brand video |
| Revision risk | Unlimited but your time | Unclear if not contracted | Defined rounds; get it in writing |
Step 4 deliverables: Final approved VO recording • Licensed music track selected • Animatic approved • Rough animation approved at revision round 1
Step 5: Review, Test, and Iterate Before Launch
Most novices trying to understand how to make an explainer video mess up here. Production mistakes become obvious in the final week. A structured QA process catches them before they reach your audience.
QA checklist before any video goes live
- Pacing: does the VO feel rushed or too slow at any point? Time each section against the script
- Audio levels: VO clear and consistent; music does not compete with speech
- CTA visibility: CTA text on screen for at least 2 seconds after VO ends; URL legible
- Captions: accurate, synced, and styled to match brand (not default white-box)
- Aspect ratios: 16:9 for web/YouTube, 1:1 for social feed, 9:16 for Reels/Stories/Shorts
- End card: logo, CTA, URL, and any legal or trademark notices present
- File formats: MP4 H.264 for web; ProRes or original project files retained for future edits
Three A/B test hypotheses to run before or at launch
- Thumbnail test: Character-focused frame vs. product UI frame. Hypothesis: the character version drives higher play rate because it creates human identification.
- Hook test: Problem-first opening vs. solution-first opening. Hypothesis: the problem-first version produces higher 25% completion because it establishes urgency earlier.
- CTA test: “Start your free trial” vs. “See how it works” as the end-card CTA. Hypothesis: “See how it works” converts better for cold traffic; “Start your free trial” converts better for returning visitors.
Pre-launch user testing
Before publishing, show the video to five to ten people who match your target persona. Ask three questions:
- What does this company do, based on the video alone?
- What would you do next if this video appeared on a homepage you were browsing?
- Was there any moment where you felt confused or lost interest?
If more than two people cannot answer the first question correctly, the script clarity is the problem—not the animation.
Step 5 deliverables: Completed QA checklist • A/B test plan with hypotheses documented • User feedback notes from 5–10 persona-matched viewers
Step 6: Launch, Distribute, and Measure
A great video on the wrong page, without proper tracking, produces nothing useful. Distribution and measurement are as important as production.
Placement recommendations by funnel stage
| Placement | Funnel stage | Optimal length | Primary metric |
| Homepage hero (above fold) | Top / mid | 60–75 sec | Play rate; watch-through rate; trial/signup lift vs. control |
| Product or feature page | Mid | 60–90 sec | Demo request rate; time on page vs. no-video version |
| Pricing page | Bottom | 45–60 sec | CTA click rate from video; conversion rate on page |
| YouTube channel | Top | 60–120 sec | Search impressions; average view duration; subscriber growth |
| LinkedIn sponsored post | Top / mid | 30–45 sec | View-through rate; click-through to landing page |
| Email campaign (thumbnail) | Mid / bottom | Full video on landing page | Email CTR vs. static image; video play rate on landing page |
| Sales outreach (Vidyard/Loom) | Bottom | 60–90 sec | Play rate per send; watch depth; CRM follow-up signal |
Platform optimization checklist
- Upload native video to each platform (do not embed YouTube on LinkedIn)
- Write a keyword-optimized title and description for YouTube including your focus keyphrase
- Add closed captions (SRT file) to all placements—required for accessibility and silent autoplay
- Design a custom thumbnail that works at small sizes (test at 120px wide)
- Add a UTM-tagged CTA link so you can track traffic from each specific placement
- Pin the video above the fold on your homepage; do not bury it below testimonials
30/60/90-day measurement plan
| Timeframe | Metrics to track | Benchmarks to aim for | Action if below benchmark |
| 30 days | Play rate, 25% completion, 75% completion, CTA click rate | Play rate: 25–40%; 75% completion: 40%+; CTA click: 5–12% | Low play rate: fix thumbnail or placement. Low completion: recut the hook. |
| 60 days | Conversion rate on video-hosting page vs. control; CRM video-assisted pipeline | Conversion lift: 10–25% vs. no-video page (A/B test) | No lift: audit the CTA and the offer on the page, not just the video. |
| 90 days | Assisted conversions; sales cycle length for video-assisted vs. non-assisted leads | Video-assisted leads close faster and at higher rates | Produce 15/30-second cut-down for top-of-funnel and retargeting; iterate. |
Step 6 deliverables: Video live on all agreed placements with UTM tags • Captions uploaded • Measurement dashboard set up with play and completion events firing in GA4 • 30-day review date booked
Budget, Timeline, and Which Production Model Fits You
One of the most common questions when figuring out how to make an explainer video is how much it costs. The honest answer depends on three things: the visual style, the script complexity, and who produces it.
Typical budget ranges
- DIY tools (Vyond, Animaker, Canva): $30–$150 per month. Good for internal communications, rapid concept testing, and high-volume low-stakes content. Limited creative range and visual quality ceiling.
- Freelance production (Upwork, Fiverr): $1,500–$5,000 for a 60-second video. Suitable when you have a clear brief and defined visual direction. Variable quality; contract carefully.
- Full-service studio (e.g. Gisteo): $3,000–$8,000+ for a 60-second professional animated explainer. Includes scripting, storyboarding, animation, VO, and sound design. Best for homepage hero videos, sales enablement, and flagship product launches.
How to brief a studio so you get an accurate quote
A good agency brief takes 20 minutes to write and saves weeks of back-and-forth. Include the following:
- Objective: one sentence with a measurable metric
- Audience persona: job title, pain point, and video placement
- One-line value proposition
- Examples of visual styles you like (link to two or three videos)
- Budget range (be specific—it helps the studio scope correctly)
- Timeline requirement and any hard deadlines
Before you sign any production contract, confirm:
- How many formal revision rounds are included (two to three is standard)
- Whether source project files are included in the deliverables
- What formats will be delivered (16:9, 1:1, 9:16, SRT)
- What happens if the scope changes mid-production
- Who retains copyright over the final video
Quick Resources
Pre-launch QA checklist (quick reference)
- VO pacing correct; no rushed or dead sections
- Audio levels balanced; music does not compete with speech
- CTA on screen for 2+ seconds after VO ends
- Captions accurate and brand-styled
- All required aspect ratios exported (16:9, 1:1, 9:16)
- UTM-tagged links set up for all placements
- Source files and SRT caption file received from production team
Recommended tools and talent sources
- Voiceover: com, Voice123, Fiverr, Upwork, ElevenLabs (AI drafts)
- Licensed music: AudioJungle, PremiumBeat, Artlist
- DIY animation: Vyond, Animaker, Canva Video
- Video hosting and analytics: Wistia (best for conversion tracking), Vidyard (best for sales), YouTube (best for SEO)
- Measurement: GA4 with custom video events, Hotjar for session replay, your CRM for pipeline attribution
Frequently Asked Questions
How long should an explainer video be for a SaaS homepage?
Aim for 60 seconds as a starting point when first learning how to make an explainer video. That length balances clarity with attention span for most mid-funnel audiences. Use 30 seconds for a short hero message when traffic is cold and the offer is simple. Go up to 90 seconds only when the product requires more context to appreciate—such as a complex workflow or a multi-stakeholder sale. If in doubt, shorter is almost always better.
What is the minimum budget for a professional animated explainer?
Expect to invest at least $3,000–$5,000 for a professionally produced 60-second animated explainer from a qualified studio or experienced freelancer. Lower-budget options exist—DIY tools start around $30 per month—but they come with visual and strategic trade-offs. For a homepage hero or flagship product page, the production quality signals brand credibility. Under-investing there is a false saving.
Should I use a human voiceover or an AI voice?
Use a human voice for any video that will live on a high-traffic, high-stakes placement. A professional human delivery builds trust and nuance that AI voices still struggle to match consistently. AI voiceover is useful for internal drafts, rapid iteration, and tight-budget projects where the video is low-stakes. If you do use AI voice, test it with five members of your target audience before committing to the final production.
What metrics should I track after launch?
Track four events as a minimum: play rate, 25% completion, 75% completion, and CTA click. Push all four to GA4 and connect video plays to CRM records so you can measure video-assisted pipeline over 30 to 90 days. Do not optimize for play count alone. A video with 500 plays and a 12% CTA click rate is more valuable than one with 5,000 plays and a 1% click rate.
How many revision rounds are reasonable?
Plan for two to three formal revision rounds: one on the storyboard and styleframes, one on the rough animation, and one final polish pass. Beyond that, revisions typically signal a problem with the brief or the script approval process—not the animation quality. Get revision limits in writing before production begins.
Can an explainer video improve SEO?
Yes, indirectly. Hosting a video on your site with an optimized title, description, and transcript increases time on page and reduces bounce rate—both of which are positive signals. Adding VideoObject schema markup helps search engines index the video content. Hosting on YouTube and embedding on your site also creates a second potential search entry point for your target keyword.
When should a startup hire an agency instead of going DIY?
Hire an agency when the video is a flagship asset—homepage hero, investor deck, enterprise sales enablement. Also hire one when you lack in-house animation and script expertise, need a fast predictable timeline, or cannot afford the risk of a low-quality result on a high-visibility placement. The cost difference between DIY and agency is real, but so is the performance difference on pages that drive meaningful revenue.
Final Thoughts
Now you know how to make an explainer video that actually does its job. The six steps in this checklist are not linear suggestions—they are a strict sequence. Each step produces a deliverable that gates the next one.
The most important rule is still the first one: define the objective before anything else. Everything else—script, style, VO, distribution—serves that single metric.
If you follow this checklist, you will avoid the three most expensive mistakes: starting with visuals before the script is clear, launching without tracking in place, and treating the video as a one-time asset rather than the foundation of a content program.
Gisteo has been producing animated explainer videos for over 14 years and 3,000+ projects. We offer AI videos from around $3,500, and traditional custom animation from $3,500. Every project starts with a free discovery conversation—no pitch, just questions.
Ready to get started? Book a free consultation now! We’ll review your objective, your audience, and your value proposition—and give you an honest recommendation.
