An explainer video helps viewers understand a product, service, process, or idea so they can take the next step. It can explain those things through live action, a screen recording, animation, a product demonstration, or a mix of formats.
A strong explainer video starts with the viewer’s problem. Define one audience and one outcome, write the explanation before production, match each visual to the narration, and measure whether viewers understood or acted on the message.
1. Decide whether video fits the message
Use video when motion, demonstration, voice, or sequence makes the subject easier to understand. A screen recording shows how software works. A demonstration shows how to use a physical product. Animation explains an invisible process or relationship.
A webpage, checklist, or FAQ works better for information people need to scan or revisit, such as prices, specifications, or policy details. University of Michigan guidance recommends choosing video when it adds explanatory value.
Start with this question: What does the viewer need to see, hear, or watch happen?
2. Set one goal and one viewer outcome
Write a short creative brief before you write the script. Record who the audience is and the problem you are addressing. Then note the main message, desired action, success measure, and project limits.
Start with a broad goal, such as “explain automated payroll,” then turn it into an objective you can observe:
After watching, first-time buyers can describe how the tool imports employee data, calculates payroll taxes, and files required forms.
Choose one primary action, such as starting a setup process, requesting a demo, downloading a guide, or continuing to the next lesson. University of Florida’s video-production guidance recommends deciding how you will evaluate the video before producing it.
3. Define what the audience already knows
Beginners may not understand internal terms, acronyms, or feature names. Identify what viewers already know, their main question, likely objections, and the next action they can realistically take.
Collect wording from customer questions, support conversations, search queries, product reviews, and onboarding problems. Replace company terms with the words your audience uses.
Define technical terms when they first appear. For example, an API is a way for software systems to exchange information. A cloud service stores or processes data on remote servers that people access through the internet.
4. Choose the format that shows the idea clearly
Choose the format that shows the evidence or action the viewer needs to see.
| Viewer needs to understand | Suitable format |
|---|---|
| A software workflow | Screen recording with narration |
| A physical action or product | Live demonstration |
| An invisible process or data flow | Animation or diagrams |
| A personal experience | Testimonial or case-study video |
| Several connected steps | A hybrid of screen capture, graphics, and live action |
Animation is not always the best choice. Research on video styles comes largely from online education and shows that results vary by subject and audience. Choose the format that clearly shows the product or process instead of following a visual trend.
5. Write the script before producing footage
The script sets the video’s message. Write it before filming, recording the screen, or creating animation.
A focused explainer usually follows this sequence:
- State the problem or relevance.
- Explain why the problem matters.
- Show how the product, service, or idea addresses it.
- Give a specific example or proof point.
- End with one clear call to action: the next step you want the viewer to take.
Use natural wording and read the script aloud. University of Michigan’s script guidance recommends checking delivery, clarity, jargon, and runtime. A two-column script is a useful starting point:
| Visual | Audio |
|---|---|
| A business owner sorts paper receipts. | “Keeping up with expenses should not mean chasing receipts at the end of every month.” |
| A screen recording shows a receipt being scanned. | “Scan a receipt, and the system matches it to the right expense category.” |
The visual column tells the production crew what to show. The audio column contains narration or dialogue.
6. Build a storyboard and shot list
A storyboard shows what viewers see in each scene as they hear each line. A shot list lists every camera shot, screen recording, graphic, and animation needed for production.
For each scene, record the narration, visual action, on-screen text, sound cues, asset source, and accessibility notes. UC Agriculture and Natural Resources recommends using a storyboard to identify visuals and plan transitions before production.
Remove visuals that do not help viewers understand the objective. Use headings, highlights, labels, and pointer cues to direct attention. Break complicated explanations into smaller sections. These choices reflect multimedia-learning principles summarized by Mayer.
7. Clear assets, claims, and permissions
Record the source and permitted use of every piece of music, footage, image, screenshot, logo, chart, and testimonial. Check the rules for commercial use, paid advertising, editing, territory, and license duration.
Do not assume that a short excerpt is automatically free to use. The U.S. Copyright Office explains that fair use depends on the circumstances, and no fixed amount guarantees protection.
Create a claims list before recording. For each factual statement, identify the supporting evidence and the person responsible for approval. U.S. advertising must be truthful, nondeceptive, and supported by evidence before publication, according to the Federal Trade Commission.
8. Record or animate the approved plan
Follow the script and storyboard instead of improvising the main message.
For live action, test the microphone and reduce background noise. Simplify the background and record several takes of important lines. For screen recordings, use a clean account, hide private information, and disable notifications. Confirm that the interface matches the current product. For animation, keep labels readable and use movement to explain change or sequence.
Clear audio matters more than elaborate visual effects. Adobe’s production guidance recommends testing locations, lighting, backgrounds, and sound before the full shoot.
9. Edit for understanding
Start with a rough cut that puts the scenes in order. Then check that each visual appears when the narration discusses it.
Cut repetition, decorative motion, and long introductions. Remove music that competes with the narration. Use on-screen text for labels, headings, key terms, and required disclosures instead of filling the screen with a transcript. End with one visible, specific call to action.
Video length should follow the viewer’s task. Earlier educational research found stronger single-session engagement with shorter videos. However, later research cautions against treating a short runtime as a universal rule. Research on 6.9 million MOOC viewing sessions supports brevity as a useful discipline and leaves runtime flexible.
10. Add accessibility before publishing
Add accurate, synchronized captions and a transcript. Include readable on-screen text and descriptions of essential visual information. Captions include speech and meaningful sounds. A transcript provides a text alternative to the audio.
Plan accessibility during scripting and storyboarding. W3C guidance recommends preparing captions, transcripts, visual descriptions, and an accessible player from the start. Review captions for speaker changes, technical terms, and timing. Do not remove captions because multimedia research warns against unnecessary duplicate text. Captions provide access for viewers who cannot hear the audio.
11. Review the finished video
Ask a person unfamiliar with the subject to watch the video and answer:
- What problem does it address?
- What is the main point?
- What action should you take next?
- Which term or step was unclear?
- Did any visual disappear too quickly?
Also check product accuracy, asset permissions, advertising claims, and endorsements. Review captions, text readability, and the call to action. If a customer or creator has a material relationship with the advertiser, disclose it clearly in the video when necessary. The FTC’s endorsement guidance covers video disclosures and testimonial claims.
12. Publish, measure, and revise
Choose metrics that match the original objective. A product explainer can use qualified demo requests or completed setup steps. An instructional video can use task completion, quiz results, or fewer support questions.
If you publish on YouTube, the audience-retention report shows early drop-offs, spikes, and sections that hold attention. Treat these signals as clues. A drop may indicate a slow introduction or confusing section. A spike may indicate useful information or a section viewers replayed.
High completion does not prove comprehension, and low completion does not always mean failure. Pair viewing data with the action or understanding you intended to produce.
