Animated explainer videos aren’t just cute cartoons with upbeat music and voiceovers—they’re powerful storytelling tools that can take your brand message from “blah” to “aha” in under two minutes. In a digital world teeming with noise, they offer a unique way to make your story stick without overwhelming or boring your audience.
So, why do animated explainer videos work so well? First, they simplify complex ideas. Instead of dumping a heap of jargon on your viewer, animations turn concepts into bite-sized, visual narratives that are easy to grasp. Whether you’re selling software, a wellness brand, or a financial service, animation strips away the fluff and gets straight to the point.
Another major advantage is versatility. Animated videos fit into websites, emails, social media, presentations, and onboarding experiences. They’re evergreen content pieces that can explain your brand’s mission, value proposition, or product functionality without requiring frequent updates or reshoots.
Let’s break down what makes these videos tick in terms of storytelling:
- Visual metaphor: Animation allows abstract ideas to come alive through metaphors and symbolism. Want to show growth? Animate a tree. Need to convey a transformation? Try morphing shapes. You’re not tied to the real world—you’re free to build a visual language unique to your brand.
- Consistent tone: Unlike live-action, animation gives you full control over tone. You control the colors, voice, pace, and characters. That means your message is delivered exactly how you envisioned it—every time.
- Character relatability: Want to build emotional resonance? Add characters that mirror your ideal customer. These avatars help people see themselves in your story, which deepens engagement and trust.
- Narrative arc: Every good explainer video has a mini story arc. There’s a problem, a struggle, and a resolution—usually your product or service stepping in as the hero. This makes your brand feel human, not salesy.
Let’s also not forget the attention span issue. The average viewer decides whether to keep watching within the first few seconds. Animation grabs that attention fast. Bright colors, smooth transitions, and engaging voiceovers hook the viewer and keep them watching through to your call to action.
Here are some ways brands use animated explainers for storytelling:
- Introduce the company’s origin story or mission
- Simplify how a product or service works
- Visualize customer success journeys
- Address common pain points with clear solutions
- Deliver thought leadership insights in an entertaining format
Brands like Dropbox, Slack, and Headspace owe a good portion of their early traction to animated explainers. These videos didn’t just explain their product—they captured their voice, brand identity, and vision in an unforgettable format.
Crafting a Compelling Script That Converts
The heartbeat of a powerful explainer video lies in its script. You can have the best animation and music, but if the script is flat, the whole thing falls apart. A killer script blends storytelling with strategy—it educates, entertains, and persuades all at once.
Let’s unpack how to craft a strong explainer video script for your brand story:
- Start with the pain point
Great storytelling begins with tension. Identify your audience’s core challenge and bring it to the forefront. Use real-world scenarios your viewers can instantly relate to. - Introduce your brand as the guide, not the hero
Here’s where most brands trip up. The story isn’t about you—it’s about your audience. Your brand should come in as the helpful guide, offering a solution to their problem, not bragging about its features. - Keep it tight and punchy
Word economy is crucial. Stick to clear, concise language. Use short sentences. Read the script aloud. If it doesn’t sound like something a person would say in a conversation, rewrite it. - Inject your brand personality
Your brand tone—whether playful, serious, quirky, or professional—should flow through every line. Viewers should be able to recognize your voice instantly, even without visuals. - End with a clear, direct CTA
Don’t assume the viewer knows what to do next. Tell them. Sign up. Watch more. Try it now. The call to action is your closing handshake—make it firm, friendly, and friction-free.
Here’s a loose framework for a storytelling-style explainer video script:
- Hook: The attention-grabbing problem or question
- Problem: A deeper dive into the issue your audience faces
- Solution: Your product or service arrives to help
- How it works: Quick demo or process breakdown
- Benefits: Highlight results, not just features
- Call to Action: Direct the viewer on what to do next
Want to know if your script is hitting the mark? Test it by reading it out loud to someone unfamiliar with your brand. If they understand your value prop in under 90 seconds and feel interested in knowing more, you’re golden.
Animation Styles That Match Your Brand Identity
Animation isn’t one-size-fits-all. Just like brand logos or typography, the animation style you choose should reflect your personality, values, and audience. It’s not just about looking “cool”—it’s about alignment.
Here are some popular animation styles and when to use them:
- 2D flat animation
This is the go-to style for most explainer videos. It’s simple, clear, and scalable. Ideal for startups and software companies wanting to look approachable and efficient. - Whiteboard animation
Great for educational content. This hand-drawn style mimics classroom sketches and is perfect when you want a calm, step-by-step explanation—ideal for industries like health, finance, and education. - Motion graphics
Clean, slick, and often used for B2B or tech-heavy products. Motion graphics focus more on shapes, text, and transitions than characters. Think dashboards, stats, and interfaces. - Character animation
When you want an emotional pull or relatable storytelling, bring characters to life. These are great for branding videos, nonprofit causes, and customer journey storytelling. - 3D animation
When detail and realism matter—think architecture, medical devices, or gaming—3D animation can add depth and polish. But it’s resource-intensive, so best used when impact outweighs cost. - Stop-motion or hybrid styles
These give a hand-crafted or indie vibe. Perfect for brands wanting to feel artisanal, nostalgic, or unique.
Matching animation with brand identity:
- A wellness app might use soft 2D animations with pastel palettes and rounded characters
- A financial SaaS product could use motion graphics with minimalism and strong typography
- An edgy clothing brand might opt for bold, frame-by-frame character animation
Before you jump into production, consider creating a style guide for your animation. It should outline:
- Color schemes
- Character types
- Typography
- Transitions and pacing
- Voiceover tone
That consistency creates a seamless brand experience across all platforms.
FAQs About Animated Explainer Videos and Brand Storytelling
What’s the ideal length for an animated explainer video?
Most effective explainer videos fall between 60–90 seconds. It’s enough time to tell a story, introduce a solution, and prompt action without losing attention. Longer videos can work for in-depth demos or onboarding, but short and sharp usually wins.
How much does it cost to make a professional animated explainer video?
Prices vary depending on length, style, and team involved. A simple 60-second 2D explainer might range from $2,000 to $7,000, while more complex or custom styles can go beyond $15,000. DIY platforms exist, but quality often reflects price.
Can explainer videos really increase conversions?
Yes, when done right. A well-placed explainer video can increase conversion rates by clarifying your value proposition and addressing objections. They build trust, reduce bounce, and boost engagement—especially on landing pages and email campaigns.
What tools or software are used to create explainer videos?
Pros often use tools like Adobe After Effects, Toon Boom, or Cinema 4D. For DIY or budget-friendly options, you can explore Vyond, Animaker, or Powtoon. Voiceovers can be done in Audacity, while script writing is usually just a good doc and a smart mind.
Is voiceover necessary, or can visuals do the talking?
Voiceovers help convey tone and context, but you can create powerful explainer videos without them—especially on social media. In that case, strong visuals and captions become essential.
How do I measure the success of my explainer video?
Track engagement metrics like play rate, watch duration, click-throughs, and conversion rates. A/B testing with different thumbnails, CTAs, and placements can fine-tune your results over time.
Conclusion: Animation Isn’t Just Art—It’s Strategy
Animated explainer videos aren’t just about motion—they’re about emotion. They let your brand talk to people, not just sell to them. In a marketplace stuffed with content, animation gives you an edge: the ability to teach, inspire, and convert without being pushy.
When you pair a sharp script with the right animation style and sprinkle in your brand voice, you get more than a video—you get a storytelling engine. One that works across platforms, grows with your business, and resonates with your ideal customer.
So, whether you’re launching a new product, rebranding, or just trying to make your message stick, consider investing in a well-crafted animated explainer. It might just be the secret weapon your brand’s been missing.