How to Make an Explainer Video: Step-by-Step Maker Guide for 2026

Last Updated on March 9, 2026

Learning how to make an explainer video is one of the highest-use skills for any marketing or product team in 2026. Explainer videos convert visitors into leads, reduce support tickets, and accelerate buying decisions. Done well, a single 60-second video can outperform an entire blog post library on a product landing page.

This guide walks through every step from goal setting to final distribution. It covers script writing with a proven structure, animation style selection, voiceover options, production steps, music and sound, export formats, common mistakes, and a pre-publish checklist.

Whether you are creating your first video or building a repeatable production process, this guide gives you a clear path from blank page to finished video.

TL;DR

Here is the short version of how to make an explainer video from start to finish.

• Start with the script: Every strong explainer video begins with a clear script written before any production starts.
• The 7 steps: Define your goal and audience, write the script, choose your animation style, record voiceover, produce the animation, add music and sound, then export and distribute.
• Script structure: Hook, problem, solution, proof, and call to action. Keep the total under 150 words for a 60-second video.
• Most common mistake: Starting production before the script is final. This costs time and money at every revision stage.
• DIY vs studio: AI tools work for internal and low-stakes content. Use a production studio when the video represents your brand to prospects or customers.

Why Learning How to Make an Explainer Video Still Matters in 2026

Before diving into the process, it is worth understanding why this format is so effective.

According to HubSpot, 96% of people watch explainer videos to learn about a product or service. Video communicates faster than text. It combines visuals, audio, and narrative simultaneously, reducing the cognitive load on the viewer.

Wistia learning center also shows that landing pages with video convert at significantly higher rates than those without. For B2B products, where the sales cycle involves education and trust-building, an explainer video does both jobs in under two minutes.

Google video content strategy reports that 70% of B2B buyers watch video content as part of their purchase research. An explainer video is often the first point of contact between a prospect and your product. That first impression shapes everything that follows.

Production Timeline Overview

Understanding the timeline helps you plan resources and set stakeholder expectations.

AI-powered video tools can compress this timeline to 1 to 5 days. See our guide to AI video tools if speed is your primary constraint.

For a full breakdown of what each stage costs, see our cost breakdown.

Step 1: Define Your Goal and Audience

Start here, not with the script. A clear goal produces a focused video. A vague goal produces a video that tries to say too much and succeeds at none of it.

Answer these four questions before writing a single word.

What is the one action you want the viewer to take after watching? This is your call to action. Sign up for a free trial, book a demo, download a guide, or simply understand one key concept. There should be only one answer.

Who is your primary viewer? A technical developer and a marketing manager need different language, different visual styles, and different levels of detail. Describe your viewer in one sentence. Name their job title, their biggest challenge, and what they already know about your product.

Where will this video live? A homepage hero video needs to be shorter and simpler than a YouTube deep-dive. A sales email embed works differently from a trade show screen. The destination shapes the length, pacing, and tone.

What does success look like in numbers? Set a measurable goal before production: conversion rate, demo booking rate, or click-through rate. This helps you evaluate whether the video worked after launch and justify future production investment.

Step 2: Write the Script

The script is the most important part of the entire production. A great script with average animation outperforms a weak script with beautiful animation every time. Do not rush this step.

Script Structure for a 60-Second Explainer Video

Use this structure as your starting framework.

Hook (10 to 15 seconds, 25 to 35 words). Open with the problem. State it in language your viewer uses. Do not open with your company name or a product claim. Open with the pain.

Problem (10 to 15 seconds, 25 to 35 words). Expand the problem. Show its cost or consequence in concrete terms. What does it cost in time, money, or missed opportunity?

Solution (15 to 20 seconds, 35 to 50 words). Introduce your product as the answer. Show how it resolves the specific problem you just described. Be specific: one or two key features, not a full feature list.

Proof (10 seconds, 20 to 25 words). Add one credibility element: a customer count, a specific result, a recognizable logo, or a data point. One is enough.

Call to action (5 to 10 seconds, 10 to 15 words). End with one clear next step. Say it out loud and show it visually.

For a 90-second video, expand the Solution section. Add a second use case or a brief walkthrough of two or three key features. Keep the Hook and Call to action sections the same length.

For complete templates and industry-specific script examples, read our detailed guide on script writing.

Script Writing Rules

Follow these five rules on every script you write.

• Keep sentences short. Target 12 to 15 words per sentence. Under 20 is the maximum.
• Write in second person. Address the viewer as “you.” Avoid “customers” or “users.” Speak directly to one person.
• Use active voice. “The tool analyzes your data” beats “Your data is analyzed by the tool.” Active voice is faster, clearer, and more confident.
• Avoid jargon. If someone outside your industry would not understand a word, replace it. Write at a grade 8 reading level.
• Read it aloud. Every sentence. If it feels awkward to say, rewrite it. The voiceover artist will say it exactly as written.

Step 3: Choose Your Animation Style

The animation style signals your brand values before the viewer hears a word. It also affects budget, timeline, and how well the video ages.

1. 2D Character Animation

The most versatile style. It works for any industry and any tone. Warm, approachable, and visually clear. Characters and scenes are custom-built to match your brand colors and personas.

Best for: SaaS, consumer apps, healthcare, education, professional services.
Budget: mid-range investment for custom production.

2. Whiteboard Animation

Clear and educational. Works well for process explanations and instructional content. The hand-drawing effect creates a sense of transparency and effort.

Best for: Finance, legal, compliance, training content.
Budget: accessible range for most businesses.

3. Motion Graphics

Suits data-heavy, technical, or abstract topics. Typography, icons, and shapes combine into dynamic sequences. No characters required.

Best for: Enterprise software, data products, investor presentations.
Budget: mid-range, varies by style and complexity.

4. AI Avatar Video

A realistic AI presenter delivers a scripted explanation. The fastest and most affordable option. Quality has improved significantly in 2026.

Best for: Internal communications, training updates, multilingual content.
Budget: low monthly subscription for software tools.

5. Screen Recording with Voiceover

Shows the actual product interface with a narrated walkthrough. Works best for software demonstrations.

Best for: SaaS product demos, onboarding videos, tutorial content.
Budget: free tier available for most tools.

For help deciding between animation and live action, see our detailed breakdown: live vs animation.

Step 4: Record the Voiceover

The voiceover sets the tone and pacing of the entire video. Animators time each scene to the voiceover duration. Record the voiceover before animation production begins.

Option 1: Professional Voice Actor

The best option for customer-facing videos. A professional delivers the script with the right pace, tone, and energy. Budget varies depending on talent, usage rights, and video length.

Use a casting brief to specify the tone: warm and conversational, authoritative and confident, energetic and upbeat. Provide three reference examples so the talent understands the register you need.

Option 2: AI Voiceover

Tools like Eleven Labs, Murf, and platform-native voices produce natural narration from text. Cost: minimal to no additional cost with AI tools. Quality has improved significantly and many AI voices are now indistinguishable from human recording on standard playback devices.

AI voiceover is suitable for internal content, high-volume production, and multilingual versions where hiring 12 voice actors is impractical.

Option 3: Internal Recording

If you have a quiet space and a quality microphone, recording internally adds authenticity. This works well for founder-led content, small business videos, and early-stage companies where personal voice adds credibility.

Voiceover Recording Tips

• Record in a room with soft furnishings. Carpet, curtains, and soft furniture absorb echo.
• Use a cardioid condenser microphone. Do not use a laptop built-in mic.
• Record at a slightly slower pace than feels natural. Animation needs time to follow the words.
• Record multiple takes of each sentence. Select the best one in post.
• Export the final file as WAV, not MP3. Higher quality source files produce better final mix results.
• Deliver a dry recording with no music, effects, or compression applied. The production team will handle the mix.

Step 5: Produce the Animation Using a Studio or Explainer Video Maker

Once the voiceover is approved, animation production begins. The animator builds each scene to match the script and voiceover timing.

Working with a Production Studio

Provide these assets before production starts:

• The approved script and the final voiceover file
• Your brand guidelines including colors, fonts, and logo files in vector format
• Two or three style reference videos that represent the visual direction you want
• Any required screen recordings, product screenshots, or interface assets
• Names and roles of the stakeholders who will approve each stage

Do not start animation without final voiceover approval. Voiceover changes after animation begins are expensive and time-consuming.

Plan for at least two revision rounds. The first draft rarely matches the final vision exactly. Build revision time into your project plan from the start.

Using a Free Explainer Video Maker or AI Tool

If you are using an AI platform or self-service animation tool, follow the platform workflow: upload your script, choose your avatar or template, apply brand colors and fonts, and generate a first draft.

Use our guide to video software tools to choose the right tool before you start production.

Step 6: Add Music and Sound

Background music sets the emotional register. Choose a track that matches the energy of your content and your audience’s expectations.

Music Selection by Industry

• Upbeat and modern for SaaS and tech products
• Calm and measured for healthcare and financial services
• Energetic and bold for consumer products and retail
• Minimal and clean for enterprise B2B
• Warm and approachable for education and non-profit

Use licensed music only. Most production studios provide music licensing as part of their service fee. If you are producing independently, use libraries such as Artlist, Epidemic Sound, or Musicbed. Budget a modest licensing fee per track for an annual license.

Sound Design

Add sound effects for UI interactions, scene transitions, and key emphasis moments. Use them sparingly. Three to five well-placed sound effects improve the experience. Overuse distracts and cheapens the production.

Audio Mix Guidelines

Set the final audio mix so the voiceover is clear at all volume levels. The music should sit 10 to 15 decibels below the voiceover level. Test the mix at low volume on a laptop speaker. If the voiceover is still clear, the mix is correct.

Step 7: Export and Distribute

Export the final video in the formats required for each distribution channel.

Always add subtitles or captions. HubSpot State of Marketing shows that a large proportion of mobile video is watched without sound. Captions improve comprehension and accessibility for all viewers, including those with hearing impairments.

Upload to YouTube first. Then embed the YouTube URL on your website and landing pages. This preserves page loading speed and gives you free video hosting with built-in analytics.

Add UTM parameters to all links in your video description. This lets you track which videos generate traffic and conversions in your analytics platform.

Common Mistakes When Using an Explainer Video Maker

Starting production before the script is locked. Every change after animation begins costs time and money. Get script approval from all stakeholders before a single frame is animated.

Trying to explain too much in one video. A 60-second video can make one strong point clearly. If you have more to say, produce a series. Each video in a series gets more focused, and your audience gets better content.

Burying the call to action. State it clearly and early. Repeat it at the end. Show it on screen. Do not assume the viewer will know what to do next.

Ignoring distribution planning. A great video nobody sees is a wasted investment. Plan the distribution strategy before production starts. Where will it live? Who will share it? What budget supports paid promotion?

Using jargon. Every word the viewer does not understand is a reason to stop watching. Use plain language throughout.

Skipping subtitles. Most video is consumed on mobile, often in silent mode or in noisy environments. Subtitles are not optional.

Approving the script only on paper. Read it aloud before final approval. Sentences that look correct on paper often feel awkward when spoken. The voiceover will reveal every problem.

Content Marketing Institute recommends repurposing each video into at least three additional content formats: a blog post, social media clips, and an email campaign. This multiplies the return on your production investment without additional production cost.

CMI video strategy guide reports that companies with a documented video distribution plan generate significantly more views per video than those distributing without a plan.

Final Checklist: How to Make an Explainer Video Ready to Publish

Use this checklist before any explainer video goes live.

• [ ] Script approved by all stakeholders before animation began
• [ ] Voiceover is clear at all volume levels, including low volume
• [ ] Background music does not overpower the voiceover
• [ ] Brand colors, fonts, and logo are applied correctly throughout
• [ ] Call to action is both spoken and shown on screen
• [ ] Video length is appropriate for the intended channel
• [ ] Subtitles are accurate and correctly timed to the audio
• [ ] Video loads and plays correctly on mobile (test on a real device)
• [ ] UTM parameters are added to all links in the description
• [ ] Analytics tracking is set up for the video player or page
• [ ] Thumbnail image is compelling and represents the content accurately
• [ ] Video has been uploaded to YouTube before embedding elsewhere

For SaaS-specific examples of what finished explainer videos look like at a professional level, see our SaaS examples collection.

For medical and healthcare video production, see our healthcare examples to understand production standards for regulated industries.

Summary

Making a great explainer video in 2026 follows a clear, repeatable process: define your goal, write the script, choose your animation style, record the voiceover, produce the animation, add music and sound, then export and distribute.

The script is the most important step. Every other decision flows from it. A strong script with clear structure and plain language produces a video that converts. A weak script cannot be saved by strong animation.

Build the checklist into your workflow. Follow the same process for every video. Consistency in process produces consistency in quality.

If you need a professional team to handle the full production from script to final file, explore our services to see our process and portfolio.