How to Create Explainer Videos for Your Business
In a world where attention spans are shrinking and competition for eyeballs is fierce, explainer videos have become one of the most effective ways to communicate what your business does, how your product works, or why your service matters. A well-crafted explainer video can convey in 90 seconds what a webpage full of text struggles to communicate in ten minutes. If you are looking to learn how to create explainer videos that actually drive business results, this guide covers every step of the process.
The numbers speak for themselves. Viewers retain 95 percent of a message when they watch it in a video, compared to just 10 percent when reading text. Landing pages with video convert 80 percent more visitors. And 73 percent of consumers say they prefer to learn about a product or service through a short video. In Singapore’s digitally sophisticated market, where consumers are accustomed to high-quality video content, explainer videos are no longer a nice-to-have; they are a competitive necessity.
This guide takes you through the complete explainer video creation process, from choosing the right video type for your goals through scripting, storyboarding, production, and distribution. Whether you plan to create videos in-house on a budget or work with a professional production team, these steps will help you produce explainer videos that engage your audience, communicate your message clearly, and drive measurable business results.
Types of Explainer Videos and When to Use Each
Not all explainer videos are created equal. Different types serve different purposes, suit different budgets, and appeal to different audiences. Understanding the main types helps you choose the right format for your specific goals and resources.
Animated explainer videos use motion graphics, character animation, or a combination of both to tell a story. They are the most popular type of explainer video because they are versatile, visually engaging, and can simplify complex concepts through visual metaphors. Animated videos are ideal for explaining abstract concepts, software products, processes, or services that are difficult to film. Styles range from simple 2D animation to sophisticated 3D motion graphics.
Live-action explainer videos feature real people, real locations, and real products. They are ideal for businesses where human connection matters, such as professional services, hospitality, healthcare, and personal brands. Live-action adds authenticity and emotional depth that animation cannot fully replicate. However, live-action videos are typically more expensive to produce and harder to update, as any changes require reshooting.
Whiteboard explainer videos simulate the experience of watching someone draw on a whiteboard while a voiceover explains the concept. This format works well for educational content, step-by-step explanations, and topics that benefit from a gradual visual build-up. Whiteboard videos are relatively affordable to produce and have a strong track record of engagement, though they can feel dated if not executed with a modern aesthetic.
Screen recording explainer videos capture the actual interface of a software product or digital tool while a voiceover walks through the functionality. They are essential for SaaS companies, app developers, and any business with a digital product. Screen recordings are the most affordable type to produce (requiring only screen capture software and a microphone) and are easy to update as the product evolves.
Hybrid explainer videos combine two or more of the above formats. A video might begin with a live-action introduction from the CEO, transition into animated sequences that explain the product, and conclude with screen recordings demonstrating key features. Hybrid videos can be highly effective but require careful planning to ensure smooth transitions between formats.
Choose your video type based on your message, audience, budget, and timeline. Animated and whiteboard videos work best for concept-heavy explanations. Live-action works best when personal connection and authenticity are priorities. Screen recordings work best for product demonstrations. Consider what format will most effectively communicate your specific message. For strategic guidance on video formats, explore our video marketing services.
Step 1: Define Your Goals and Audience
Before you write a single word of script, clarify what your explainer video needs to achieve and who it needs to reach. These two decisions shape every subsequent choice, from tone and length to distribution channel and call to action.
Define a single, specific goal for your video. “Explain what our product does” is too vague. “Increase free trial sign-ups by 25 percent by placing an explainer video on our homepage” is specific and measurable. “Reduce customer support tickets about our onboarding process by creating a step-by-step tutorial video” is another strong, focused goal. One video, one goal. Trying to accomplish multiple objectives in a single video dilutes all of them.
Identify your target audience and understand their current knowledge level. An explainer video for technical experts can use industry terminology and skip basic concepts. An explainer video for a general audience must use plain language and explain fundamentals. Getting this wrong means your video either talks down to experts (losing their interest) or goes over the heads of novices (failing to educate).
Determine where the video will appear in your customer journey. A top-of-funnel video aimed at building awareness should focus on the problem your audience faces and introduce your solution at a high level. A mid-funnel video aimed at consideration should differentiate your offering and demonstrate specific value. A bottom-of-funnel video aimed at conversion should address objections and include a strong call to action. Each stage requires a different messaging approach.
Research what your competitors are doing with video. Watch explainer videos from competing businesses and note what works, what does not, and where there are gaps you can fill. This competitive analysis informs your creative direction and helps you produce something that stands out rather than blending in with existing content in your space.
Establish your budget and timeline upfront. These constraints shape your options for video type, production quality, and whether you proceed with a DIY approach or engage professional help. Having clear parameters prevents scope creep and ensures the project remains feasible. Align your video strategy with your broader digital marketing services plan to ensure consistency across all channels.
Step 2: Write an Effective Script
The script is the backbone of your explainer video. A strong script communicates your message clearly, engages your audience emotionally, and drives them toward your desired action. No amount of stunning animation or cinematic production can compensate for a weak script. This is where you should invest the most creative effort.
Follow this proven script structure for maximum impact. Open with the problem (10 to 15 seconds): describe the pain point or challenge your audience faces in a way that immediately resonates. Introduce the solution (10 to 15 seconds): present your product or service as the answer to that problem. Explain how it works (30 to 45 seconds): walk through the key features or steps, focusing on benefits rather than technical details. Share the results or social proof (10 to 15 seconds): demonstrate the outcome or share evidence that your solution works. Close with a call to action (5 to 10 seconds): tell the viewer exactly what to do next.
Keep your script concise. The ideal explainer video length is 60 to 90 seconds, which translates to approximately 150 to 225 words (based on a comfortable speaking pace of approximately 150 words per minute). Resist the temptation to include every feature, benefit, and use case. Choose the three to five most important points and communicate them clearly. You can always create additional videos for deeper dives into specific topics.
Write for the ear, not the eye. Read your script out loud as you write it. Sentences that look fine on paper may sound awkward or convoluted when spoken. Use conversational language, short sentences, and a natural rhythm. Avoid jargon unless your audience expects it. Use active voice and present tense to create immediacy and energy.
Start with the viewer’s perspective, not yours. Open with their problem, not your company introduction. “Struggling to keep up with your social media marketing?” engages immediately. “Welcome to ABC Marketing, Singapore’s leading social media agency” does not. The viewer cares about their problem; they will care about you only after you have demonstrated that you understand and can solve it.
Include one clear call to action at the end of the script. “Visit our website to start your free trial,” “Call us today for a free consultation,” or “Click the link below to learn more.” Be specific about what you want the viewer to do. Avoid multiple CTAs, which create decision paralysis. One video, one goal, one CTA.
Have multiple people review the script before proceeding to production. Getting feedback at the script stage is inexpensive. Making changes during or after production is costly. Share the script with team members, a sample from your target audience, and anyone involved in the production process. Incorporate feedback and refine until the script is tight, clear, and compelling.
Step 3: Create a Storyboard
A storyboard is a visual plan for your video that shows what will appear on screen during each section of the script. It bridges the gap between the written script and the final video, ensuring that everyone involved in the production has a shared understanding of the visual direction. Skipping the storyboard step almost always leads to miscommunication, revisions, and wasted production time.
Divide your script into scenes, with each scene representing a distinct visual sequence. For a 90-second explainer video, you will typically have eight to fifteen scenes. Each scene should have a clear visual concept that supports and enhances the narration. The visuals should not simply illustrate the words; they should add meaning, emotion, or information that the voiceover alone cannot convey.
For each scene, create a frame that shows the key visual elements, any text overlays, character positions, and transitions from the previous scene. You do not need to be an artist; simple sketches, stick figures, or even described annotations are sufficient for communicating the visual concept. What matters is that everyone reviewing the storyboard can understand what will appear on screen.
Annotate each frame with the corresponding script text and any notes about animation style, timing, sound effects, or music cues. Include directions for character expressions, camera movements (for live-action), and transitions between scenes. The more detail you include in the storyboard, the smoother the production process will be.
Use storyboarding tools to create professional-looking storyboards. Canva, Storyboarder (free software), Boords, and even PowerPoint or Google Slides can serve as storyboard creation tools. For simple projects, a Google Docs table with image sketches and script text works perfectly well. The tool matters less than the thoroughness of the planning.
Review the storyboard with all stakeholders before proceeding to production. Walk through each scene, reading the script aloud while displaying the corresponding visual. Check that the visuals support and enhance the script, the pacing feels right, the visual style is consistent, and the overall flow tells a coherent story. Make revisions at this stage; changes to the storyboard cost nothing compared to changes during production.
Step 4: Record Professional Voiceover
The voiceover brings your script to life and sets the tone for your entire video. A professional voiceover makes your video feel polished and credible, while an amateur voiceover can undermine even the best animation. Invest in quality voiceover, whether that means hiring a professional voice artist or training someone in-house.
Choose a voice that matches your brand personality and target audience. A corporate B2B video might call for a confident, authoritative voice. A consumer product video might benefit from a warm, friendly, conversational tone. A tech startup video might use an energetic, youthful voice. Listen to voice samples and consider how each voice makes you feel. The emotional response you have is likely similar to what your audience will experience.
Hiring a professional voice artist is recommended for most business explainer videos. Platforms like Voices.com, Fiverr, and Bunny Studio provide access to thousands of voice artists across different languages, accents, and price points. For a 90-second explainer video script, professional voiceover rates typically range from US$100 to US$500 for online artists and S$500 to S$2,000 for studio-recorded sessions in Singapore.
For Singapore-produced videos targeting a local audience, consider the accent and cultural fit of the voice. A neutral English accent works for most professional videos. Singaporean-accented English can add local authenticity for certain brands and audiences but should be used intentionally, not by default. If your video will be distributed in multiple markets, a neutral international accent provides the broadest appeal.
Provide clear direction to your voice artist. Share the script with annotations about emphasis, pacing, and tone for specific sections. Indicate which words or phrases should receive extra emphasis. Specify the overall mood: conversational, professional, energetic, calm, inspirational. Request two to three takes so you have options during editing. The more direction you provide, the closer the first recording will be to your vision.
If recording in-house, invest in basic audio equipment. A USB condenser microphone (such as the Blue Yeti or Audio-Technica AT2020) provides excellent quality for approximately S$150 to S$250. Record in a quiet space with minimal echo; a walk-in wardrobe filled with clothes makes an excellent improvised sound booth. Use Audacity (free) or Adobe Audition for recording and basic audio editing. The most common amateur voiceover problems are room echo, inconsistent volume, and background noise, all of which can be minimised with proper equipment and recording environment.
Step 5: Produce Your Video
With your script finalised, storyboard approved, and voiceover recorded, it is time for production. The production process varies significantly depending on your chosen video type, but the fundamental workflow remains similar: create the visual assets, synchronise them with the voiceover, add music and sound effects, and edit everything into a polished final product.
For animated videos, the production process begins with creating the visual assets: backgrounds, characters, icons, and other graphic elements. These are then animated according to the storyboard, with movement, transitions, and effects timed to the voiceover. Background music and sound effects are added last. The entire process typically takes two to four weeks for a 60-to-90-second video, depending on complexity.
For live-action videos, production involves location scouting, lighting setup, filming, and post-production editing. Shoot more footage than you think you need; having plenty of B-roll and alternative takes gives you flexibility during editing. Follow your storyboard but be open to happy accidents and spontaneous moments that can enhance the final product.
Music sets the emotional tone and pacing of your video. Choose a music track that matches the mood of your script and does not overpower the voiceover. Royalty-free music libraries like Artlist, Epidemic Sound, and AudioJungle provide affordable options for commercial use. Ensure any music you use is properly licensed; using copyrighted music without a licence can result in your video being taken down or your business facing legal action.
Sound effects add polish and emphasis to key moments. A subtle whoosh during scene transitions, a click sound when highlighting a feature, or ambient sounds that establish context all enhance the viewer’s experience. Use sound effects sparingly; too many create distraction rather than enhancement. Freesound.org offers free sound effects, while premium libraries provide higher quality options.
Colour grading, title cards, lower thirds (text overlays identifying speakers), and end screens are the finishing touches that elevate a good video to a professional standard. Include your company logo at the beginning and end. Add a clear end screen with your CTA, website URL, and contact information. These elements ensure brand consistency and guide the viewer toward the next step.
Animation and Production Tools
The tools you use for production depend on your budget, technical skills, and the quality standard you need to achieve. From free tools suitable for basic videos to professional software used by studios, there is an option for every level.
Vyond (formerly GoAnimate) is a cloud-based animation platform that allows non-animators to create professional-looking animated videos. It offers pre-built characters, backgrounds, props, and animations that can be customised to match your brand. Vyond is ideal for businesses that need to create animated explainer videos regularly without investing in professional animation skills. Pricing starts at approximately US$49 per month.
Animaker offers a similar cloud-based approach with a range of animation styles including 2D, whiteboard, infographic, and even 2.5D animation. Its drag-and-drop interface is beginner-friendly, and it includes a library of templates that can speed up production. Animaker is a good entry-level option for businesses on a tighter budget, with a free tier and paid plans starting at approximately US$20 per month.
Adobe After Effects is the industry standard for motion graphics and visual effects. It provides unlimited creative flexibility but requires significant technical skill to use effectively. After Effects is the tool of choice for professional animators and motion designers creating custom animations. It is available as part of the Adobe Creative Cloud subscription at approximately US$23 per month.
Powtoon is another accessible platform for creating animated presentations and videos. It is particularly well-suited for corporate communication, training videos, and simple explainer content. Its template-based approach allows rapid production with consistent quality. Plans start at approximately US$19 per month.
For screen recording, Loom, Camtasia, and OBS Studio (free) are the leading options. Loom is the simplest for quick recordings with webcam overlay. Camtasia provides robust editing capabilities alongside recording. OBS Studio is free and highly customisable but has a steeper learning curve. For product demonstration videos, Camtasia’s built-in editing tools make it the most efficient all-in-one solution.
For video editing, Adobe Premiere Pro is the professional standard. DaVinci Resolve offers a powerful free version that rivals Premiere Pro for most editing tasks. Final Cut Pro is the preferred option for Mac users who want professional editing capability without the subscription model. For simpler editing needs, CapCut (free) has gained significant popularity for its ease of use and mobile-first approach.
DIY Versus Professional Production
One of the most significant decisions in creating an explainer video is whether to produce it yourself or hire a professional production company. Both approaches have their merits, and the right choice depends on your budget, quality requirements, and internal capabilities.
DIY production is suitable when your budget is limited (under S$2,000), the video does not need to represent the pinnacle of your brand quality, you have team members with some design or video skills, or the video is for internal purposes or lower-stakes channels. Tools like Vyond, Animaker, and Canva Video make it possible to create presentable explainer videos without professional expertise. The trade-off is that DIY videos typically look and sound less polished than professionally produced content.
Professional production is recommended when the video will be a flagship piece of content (homepage, paid advertising, major product launch), your budget allows for S$5,000 to S$30,000 or more, brand quality and perception are critical to your business, or the video requires custom animation, live-action filming, or professional voice talent. Professional production companies bring expertise in storytelling, design, animation, and production that is difficult to replicate in-house without specialised staff.
In Singapore, explainer video production costs vary widely. A basic animated explainer video from a local production house typically costs S$3,000 to S$8,000. A mid-range animated video with custom illustration and professional voiceover costs S$8,000 to S$15,000. A premium animated or live-action video with custom characters, original music, and cinematic production costs S$15,000 to S$30,000 or more. These ranges are approximate and vary based on video length, complexity, and the production company’s reputation.
Consider a hybrid approach: hire professionals for the elements that require the most skill (such as animation and voiceover) while handling strategy, scripting, and distribution in-house. This can reduce costs by 30 to 50 percent while maintaining high production quality for the elements that matter most. Many freelance animators and voiceover artists in Singapore and across Southeast Asia offer excellent quality at competitive rates through platforms like Upwork and Fiverr.
When selecting a production company, review their portfolio for work in a style similar to what you envision. Ask for references from previous clients. Discuss the revision process and ensure you understand how many rounds of revisions are included in the quoted price. Clarify ownership and usage rights for the final video and all associated assets. A clear brief and detailed contract prevent misunderstandings and protect both parties.
Step 6: Distribute for Maximum Impact
A finished video is only as valuable as the audience that sees it. Strategic distribution ensures your explainer video reaches the right people at the right time through the right channels. Plan your distribution strategy during the production process, not after the video is complete.
Your website is the primary home for your explainer video. Place it prominently on your homepage, product pages, or landing pages where it can influence purchasing decisions. Videos placed above the fold on landing pages can increase conversion rates by 80 percent or more. Use an embedded player (YouTube or Vimeo embed) for optimal load times, or self-host if you need more control over the viewing experience. For landing page optimisation strategies, see our guide on landing page optimisation.
Upload to YouTube for discoverability and SEO. YouTube is the world’s second-largest search engine, and an optimised explainer video can rank for relevant search queries and drive ongoing organic traffic. Optimise your YouTube video with a keyword-rich title, detailed description (minimum 200 words), relevant tags, a custom thumbnail, and an end screen with a CTA. Add chapters (timestamps) to improve user experience and search visibility.
Distribute on social media with platform-specific optimisation. Upload natively to each platform (do not just share a YouTube link) for maximum reach and engagement. Create platform-specific versions: square format for Instagram feed, vertical format for Stories, Reels, and TikTok, and standard widescreen for LinkedIn and Facebook. Add captions (subtitles) to all social media versions, as 85 percent of social media video is watched without sound.
Use your explainer video in paid advertising. Video ads typically achieve higher engagement rates and lower costs per impression than static image ads. On Meta Ads (Facebook and Instagram), video ads receive 20 to 30 percent more engagement than image ads. On YouTube, you can run your explainer video as an in-stream ad targeting relevant search queries and interests. On LinkedIn, video ads are particularly effective for B2B awareness campaigns. Coordinate your video advertising with your Google Ads services and social media marketing services for maximum reach.
Include your explainer video in email marketing. Embedding a video thumbnail with a play button in an email can increase click-through rates by 200 to 300 percent. Use the word “video” in your email subject line for higher open rates. Link the thumbnail to a landing page with the full video, rather than embedding the video directly in the email (which most email clients do not support). Include the video in your welcome email sequence for new subscribers.
Leverage your explainer video in sales conversations. Share it with prospects during the early stages of engagement to efficiently communicate your value proposition. Include it in sales proposals and presentations. Train your sales team to use the video as a conversation starter or a follow-up resource. A well-produced explainer video can serve as a tireless salesperson that delivers a consistent, polished pitch every time.
Frequently Asked Questions
What is the ideal length for an explainer video?
The ideal length is 60 to 90 seconds for most explainer videos. This is long enough to communicate a clear message and short enough to hold viewer attention. For more complex products or services, you can extend to 120 seconds, but viewer drop-off increases significantly beyond the two-minute mark. Product demonstration videos and tutorial-style explainers can be longer (three to five minutes) because viewers seeking this content are already engaged and expect more detail. Always prioritise clarity and conciseness over completeness.
How much does it cost to create an explainer video in Singapore?
Costs range widely based on video type, length, and production quality. DIY animated videos using tools like Vyond or Animaker can be created for S$500 to S$2,000 (mainly tool subscription and voiceover costs). Professional animated explainer videos from Singapore production houses typically cost S$5,000 to S$15,000. Premium custom animation or live-action production ranges from S$15,000 to S$30,000 or more. Freelancer rates for individual components (animation, voiceover, editing) offer a middle ground between DIY and full-service production.
Should I use subtitles on my explainer video?
Yes, always include subtitles (captions). A significant majority of social media video is watched without sound, especially on mobile devices. Subtitles ensure your message is communicated even when viewers cannot or choose not to listen to audio. They also make your content accessible to hearing-impaired viewers and can improve comprehension for non-native English speakers. For social media distribution, subtitles are essentially mandatory. For website and YouTube use, provide subtitles as an option.
How often should I update my explainer video?
Review your explainer video annually and update it whenever there are significant changes to your product, service, pricing, or branding. Minor updates (such as a new feature or pricing change) can sometimes be addressed with small edits. Major changes (rebranding, new product version, fundamentally different messaging) require a new video. If your video references specific dates, statistics, or technologies that become outdated, update promptly. A dated explainer video can actually harm your brand perception rather than help it.
Can I create an effective explainer video without any design skills?
Yes, modern tools like Vyond, Animaker, Powtoon, and Canva Video are designed for non-designers and include templates, pre-built assets, and drag-and-drop interfaces. You can create a presentable explainer video without design or animation skills. The key is to focus your energy on the script (which requires writing skill, not design skill) and to use templates rather than trying to create custom designs from scratch. The result will not match a professionally produced video, but it can be effective for internal communications, social media content, and lower-stakes marketing applications.
