March 13, 2023

Creating an effective explainer video is no small feat. With so many aspects to consider, it can be difficult to know where to start. That’s why understanding the key elements of an explainer video structure is essential for success; it provides a strong foundation from which your brand’s story can be told. To provide insight into the process, this blog post will explore the five elements of explainer video structure and how they come together to create an unforgettable experience for viewers. So buckle up, let’s dive in and find out what it takes to create a captivating explainer video!

What is an explainer video?

An explainer video is a short-form video usually used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way. These videos are typically between 1-2 minutes long and often use animation to grab the viewer’s attention. They use clear and concise language to distill more complex ideas, products or services into simple and easy to digest chunks. This makes them perfect for explaining how a company can help solve their customer’s problems. Explainer videos are an essential marketing strategy part of most companies and are mainly featured on relevant landing pages throughout the website. They can also be used to advertise for a product or service on social media, crowdfunding pages, and even for online/offline events and conferences. These videos are characterized by simple graphics and very clear language that helps businesses communicate the mechanics and benefits of complex products and services in a very clear way.

Why do you need a structure for your explainer video?

1. A structured explainer video will make the message clearer and easier to understand.

A structured explainer video can help make the message clearer and easier to understand by providing a logical flow and consistent narrative. By outlining the main points of the video and using simple, concise language to distill more complex ideas into understandable chunks, the audience is able to take away the key message quickly and efficiently. Additionally, the right tone of voice can influence how the audience perceives the brand, making it more enjoyable and engaging. With an effective structure, explainer videos can effectively draw the viewer in and convey the message, making it an effective marketing tool.

2. A structured explainer video will make the production process faster and cheaper.

Creating a structured explainer video is a key element for efficient and cost-effective video production. The clear structure helps keep the story focused, making sure it fits all the main points into one minute. Using concise language, targeted to the right audience, and sound effects to enhance the narrative create a powerful explainer video. All of these elements combined make the production process faster and more cost-effective, as they require less time and resources to create.

3. A structured explainer video will result in a higher-quality end product.

Yes, a structured explainer video will result in a higher-quality end product. By following the classic structure of any narrative and keeping the language of the script simple and concise, explainer videos are able to effectively and efficiently explain complex concepts. The message should be straightforward and the product should be featured prominently, with a focus on customer testimonials and real results. Using humor to add some personality to the video is also a great way to engage viewers. With a clear structure and compelling message, explainer videos are highly effective in communicating the message and achieving the desired results.

4. A structured explainer video will give a better chance of success to the video.

A structured explainer video is essential for video success because it helps to ensure that the video is captivating, creative, and informative. A well-crafted explainer video should have a clear structure that includes a straightforward message, an example or testimonial, brand visual identity, and a compelling call to action. In addition, including humor can also be a great way to show a brand’s personality. An explainer video with a structured flow allows viewers to understand the message more clearly and effectively, which can lead to better outcomes such as sales or fundraising. A well-structured explainer video also helps to capture and keep the attention of the viewers, ensuring that the video is more memorable and effective in communicating the desired message.

5. A structured explainer video will increase the likelihood of the viewer actually watching the whole video.

An explainer video with a structured flow is more likely to hold the viewer’s attention and keep them intrigued throughout. A well-thought-out video structure creates a clear outline that guides the viewer through the video. This helps the viewer stay focused and engaged for the entire duration of the video. Additionally, the use of sound effects and animation can draw in the viewer and help sustain their interest. Structured explainer videos can also reduce the amount of time needed to explain complex topics, making them more efficient and easier to understand. Ultimately, an explainer video with a clear structure increases the likelihood of the viewer actually watching the whole video, and thus, understanding the message of the video.

6. A structured explainer video will make the video more engaging for the viewer.

Structured explainer videos are more engaging for viewers because they provide a clear flow of information that is easier to follow and understand. The structure of an explainer video helps to break down complex concepts and processes into smaller digestible chunks, making it easier for viewers to comprehend and retain the information. Additionally, the structure helps to create a narrative that is easy to follow, which allows for a more captivating viewing experience. Furthermore, the structure also helps to emphasize important points and messages, as well as a clear call to action that can persuade viewers to look further into the product or company. Humor is also a great bonus as it can help to keep viewers interested and engaged.

7. A structured explainer video will make the scriptwriting process easier.

Structuring an explainer video around a script will help streamline the scriptwriting process. By having a pre-defined outline, the scriptwriter can focus on creating a compelling story and making sure all the key points are included. Additionally, the scriptwriter can ensure that the language is simple and concise, and that it appeals to the target audience’s emotion. Furthermore, the scriptwriter can also collaborate with the designers to align the script and the visuals for a unified message. Finally, using simple words and phrases can help the graphic design team create a more accurate illustration of the subject. An effective explainer video script is essential to ensure the video is short, engaging, and effective.

8. A structured explainer video will make the video easier to market.

A structured explainer video can help market the video by increasing conversions, improving SEO search rankings, keeping viewers on your page for longer, and making it easier to share your message on social media. Through the use of clear and concise language, a well-planned explainer video can distill more complex ideas, products or services into simple, easy to digest chunks. This makes it much easier for people to understand how your company can help solve their problems. With a straightforward message, examples, testimonials, brand visuals, and a compelling call to action, an explainer video can be used to effectively market your product or service and increase engagement.

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The complete structure guide for explainer videos

Step 1: Identify the goal of your video

The goal of an explainer video is to explain a product or service in a clear, concise and engaging way. The best way to identify the goal of an explainer video is to start by considering what you want to achieve with it. Examples of objectives could include influencing a new audience with video ads, recruiting new staff through LinkedIn, increasing conversions on a website, generating new leads from social media or improving workplace wellbeing. Once you have identified the goal of the video, you can then pick the right tone for the video and craft a persuasive message that resonates with the target audience. Finally, you can consider how to make the video pedagogical and entertaining, with a great hook to grab the audience’s attention from the start.

Step 2: Identify the problem

How do you identify the problem in an explainer video? [Step-by-step instructions]:

Step 1: Introduce the problem that your business solves right away in your script. Highlight the specific issue that your product or service is designed to address.

Step 2: Reveal your unique solution to the problem. Explain the basics of how you actually go about solving the problem. Illustrate a before vs. after scenario, or map out the problem → solution → results, etc.

Step 3: Create customer rapport by spending a lot of time talking about the problem. Establish an emotional connection with the customer and make them “solution-aware”.

Step 4: Write an attention-grabbing introduction. This should hook each viewer in and then convey exactly what problem your product or service targets.

Step 5: Introduce the solution in the video. Most videos will have the solution appear early, by the first third marker, if not earlier.

Step 6: Provide a strong CTA that gives the viewer the next direct action they need to take to work with you.

Step 7: Wrap up the storyline that you opened with in Step 1.

Step 3: Offer the solution

Explainer videos are an effective way to introduce a solution to your audience. To offer the solution in an explainer video, follow these steps:

  1. Introduce the problem that your business solves right away. Show the drawbacks and inconveniences of using other solutions available.
  2. Reveal your unique solution to the problem. Explain the features and benefits of your product, and how it is better than other solutions.
  3. Explain the basics of how your solution actually solves the problem. Provide an example of how your solution works in a before vs. after scenario.
  4. Wrap up the storyline that you opened with in Step 1. Show the results your solution can deliver.
  5. Provide a strong CTA that gives the viewer the next direct action they need to take to work with you. Offer them a deal to encourage them to invest their time and money in your product.

By following these steps, you can effectively offer the solution in an explainer video and convert viewers into buyers.

Step 4: How it works

The structure of an explainer video helps by providing a framework that makes it easier to create a concise, engaging, and impactful explainer video. By utilizing the problem-solution-benefits-call to action format, viewers are given a clear understanding of the issue being addressed and how the product or service being presented provides a solution. This is further enhanced by the use of creative elements such as live action, animation, whiteboarding, and music, which help viewers to understand each step and make the content more relatable. Additionally, by using a story-driven approach and creating characters to tell the story, viewers are able to emotionally connect with the video, thus allowing the message to be more effective.

Step 5: The benefits

What are the benefits of having an explainer video?

  1. It helps to show the value of your product or service rather than just listing technical features.
  2. It helps to establish why customers need your solution.
  3. It helps to differentiate your product from your competitors.
  4. It helps to increase your customer base by showcasing the benefits of your product or service.
  5. It helps to explain how your product or service works in an engaging way.
  6. It helps to build trust and credibility with potential customers.
  7. It helps to create a memorable and positive experience for customers.
  8. It helps to encourage customers to take action, such as signing up for a trial or making a purchase.

Step 6: Create a call to action for your viewers

Creating a compelling call to action for explainer videos is an essential step in driving conversions. Here are the steps for creating a successful call to action for your explainer videos:

  1. Decide on your goal. Ask yourself what you want your viewers to do after watching the video. Options include downloading a related guide, clicking a link to buy your product/service, or applying for a job.
  2. Keep it simple. Only include a single call to action and keep it short (around 10 seconds). Make sure your language is straightforward and clear, with specific instructions.
  3. Introduce the problem your business solves. Engage your audience by introducing the problem that your business solves right away in your script. This will help draw the viewer into the story and make the call to action all the more powerful.
  4. Offer a deal. Cite the problem and deliver your best punch line as to why they should buy from you. Consider offering a deal or discount to incentivize viewers to act.
  5. Include an annotation. Include an annotation with your email address or website URL along with it. This way, viewers will have an easy way to take the next step.

By following these steps, you can create a clear and effective call to action for your explainer videos and help drive conversions.

A Structure Set in Stone?

Explainer videos are a great way to communicate your message and engage with your target audience. But it’s not just about creating an entertaining video – you need to make sure that your explainer video is structured properly for maximum impact. To create an effective explainer video, you need to have a structure set in stone. This involves breaking down the entire video into its main parts: Introduction, Problem/Opportunity, Solution/Product, Benefits, and Call to Action.

The Introduction should be used to grab the attention of potential customers by introducing the company and its products or services. The Problem/Opportunity section should focus on the problem that needs solving or opportunity that needs taking advantage of. The Solution/Product should explain how your product or service can address this issue in detail. Benefits should demonstrate why people should choose your solution over others in the market. Finally, a strong Call to Action (CTA) will help drive conversions and encourage people to take action.

By following this structure set in stone when crafting your explainer video, you’ll be able to create an effective and engaging experience for viewers that will help boost your brand recognition and increase sales!


What is an explainer video?

An explainer video is a short-form video usually used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way. Explainer videos help businesses communicate the mechanics and benefits of complex products and services in a very clear and engaging way. They are characterized by simple graphics and very clear language, which helps to explain the product in a succinct and memorable manner. Explainer videos may be used to attract new customers, inform regular customers about new products and services, to recruit and train employees, and to present a startup or new concept to prosperous investors. The purpose of an explainer video determines its style, language, duration and other specific characteristics.

What format is an explainer video typically in?

An explainer video is typically in one of three major categories: animated, live action, or whiteboard/video scribing. Animated explainer videos are the most popular option and are used most often because of their visual nature and relative ease to create – no extensive productions required. These videos range in style and function, but some popular styles include infographic, chalkboard, product simulation, character-driven, and motion graphic. Live action explainer videos use people and objects to explain a company’s product or service, and are more difficult to pull off but can be excellent when done well. Whiteboard explainer videos, also known as video scribing, tell a story with whiteboard-style drawings and either involve a real animator or an animation software. Finally, screencast explainer videos work great for technical explanations as they show viewers what using a product interface looks like.

What is the structure of an explainer video?

Explainer videos are a great way to quickly and concisely convey information in an engaging and eye-catching way. However, forming a successful explainer video requires more than just creativity and entertaining visuals; it also requires a well thought out and structured sequence. A good explainer video should begin by introducing the problem or pain point and identifying who the core customer is. Next, introduce the solution and describe what it does in brief. After that, show how it works and the benefits it brings to the customer. Finally, close the video with a statement that summarizes the main points, a call to action, and if appropriate, your slogan.

What types of animation are used in explainer videos?

Explainer videos often use animation to better illustrate a concept or service. There are three main types of animation used in explainer videos:

  1. Infographic: These use charts, graphs, and clever iconography to emulate the style of an infographic, while explaining the key features of a business.
  2. Chalkboard: An overused but popular style of animated explainer video, this style features writing on a chalkboard or whiteboard and is popular because of how easy they are to make.
  3. Product Simulation: This style features actual screencast footage of a product in action and is most useful as a high-level overview of a software or digital platform.
  4. Character-Driven: This explainer video uses cute cartoon figures that should represent a prospective customer to tell the story of a product or service and how it can solve a customer’s problems.
  5. Motion Graphic: Usually 3D-animated, this type of explainer video aims to tell a product or company’s story using representational objects to incite an audience’s imagination with pictures instead of words.
  6. Live Action Explainer Video: This type of explainer video uses people and objects to explain a company’s product or service. Live action explainer videos usually feature a spokesperson who takes the viewer through a visual journey as he or she explains the company’s product and service.
  7. Crowdfunding Explainer Video: Another popular video style is the crowdfunding explainer video. These explainer videos can be both live action or animated, and often include a combination of the two.

What is the difference between a live action and an animation explainer video?

The main difference between a live action and an animation explainer video is the production process. Live action explainer videos require an extensive production process, including sourcing actors and props, renting out film equipment, and dedicating one day for shooting. They also tend to cost more, usually around $1000 minimum per minute of finished video. On the other hand, animated explainer videos are much faster and cheaper to create, as no actors or production crew is needed. Instead, the animation can be done digitally and produced within a few days. Animated explainer videos also allow for more creativity, as the style can be customized to meet the needs of the brand. Popular styles of animation include infographics, chalkboard, and product simulation. Ultimately, the decision between live action and animation comes down to budget and the desired message of the video.

What is a voiceover used for in an explainer video?

A voiceover is used in an explainer video to bring the story to life and help convey key messages. The voiceover is usually done by a narrator or a voice actor, who reads the script that has been written to provide a captivating storytelling experience. The script should be written to align with the vision of the production designers, and the voiceover should be recorded after the script and storyboard are finalized. This helps the animators and sound designers understand the pacing and speed of the video so they can adjust their work to better suit the voiceover. The voiceover helps to bring the video together and provide the audience with a better understanding of the product or service being offered.

What are the steps involved in producing an explainer video?

Creating an explainer video involves a few steps to ensure it conveys the right message to the right audience. Here’s a step-by-step guide to help you produce a great explainer video:

  1. Pre-production: This is the stage where you come up with the concept, write the script, gather all necessary crew, and plan the shoot or animation.
  2. Production: This is the stage when you begin animating or shooting the video. You’ll need to make sure you have the right elements, such as visuals, audio, music, etc.
  3. Post-production: This is the final stage of the process, where you edit all the elements together, record the voiceover, and add any additional sound effects.
  4. Measure your success: After creating your explainer video, make sure you measure the success by setting goals and objectives. Make sure to pick the right metrics that are linked to your objectives to ensure the video delivers the desired results.

By following these steps, you’ll be able to create a high-quality explainer video that will engage your audience. If you need additional help with the process, you can always reach out to a third-party video producer or animation studio for assistance.

What do you need to consider when creating an explainer video script?

When creating an explainer video script, there are many factors to consider. Firstly, you should know your target customer’s concerns and pain points and address these in the video. It is also important to keep the script short and concise, with a maximum of 90 seconds. The key message and value proposition should be delivered within 30 seconds. Use simple language and a casual, conversational tone. Additionally, it is recommended to use 2nd person language using words such as “you” and “your”. Humour is also welcome, but should be used in moderation. Structure the story in such a way that all the main points are included within the one-minute duration. Finally, it is best to have an “outsider” write the script. Someone with fresh eyes will be likely to communicate complex concepts in a clear and understandable way.

What are some of the common explainer video examples?

What are some of the common explainer video examples? There are plenty of great examples out there, but some of our favorites include Dollar Shave Club’s edgy video, PooPourri’s clever combination of live action and animation, Mint’s animation to illustrate their financial info curation, Airbnb’s combination of live action and animation to show unique experiences, and Spotify’s animation and music to show their digital music service. All of the best explainer videos have a straightforward message, identify the customer’s pain points, demonstrate how the product/service solves those problems, show key features of the product/service, and end with a call to action.

How do you know what type of explainer video you need?

Step 1: Decide what type of explainer video you want to create. The most popular option is an animated explainer video, but you may also consider live action, character-driven, motion graphics, infographic, product simulation, or crowdfunding explainer videos.

Step 2: Plan your message. Focus on sharing one key message that your audience should take away from the video, while stretching it to three smaller messages.

Step 3: Follow a simple structure. Your explainer video should highlight your audience’s pain points and their impact, introduce your product or service as the answer, briefly describe how it works with evidence of successes, and provide a call to action to tell people what they need to do next.

Step 4: Consider the tone of voice you’ll use. Depending on your audience and the product or service you offer, the tone of voice you choose should be appropriate and engaging.


For the perfect explainer video, telling the story with visual aids is key for a successful marketing campaign. At the same time, you must ensure the script includes an exciting opener, a clear and engaging overview, simple and relevant visuals, compelling storytelling elements, and persuasive closing statements.

Getting these elements right requires skilful writing and editing; it’s essential to have a comprehensive structure in place to avoid misunderstandings as well as excessive iterations of revisions.

Ultimately, taking all these pieces of advice into account will help craft effective explainer videos that people can easily process and remember for product and brand promotion on digital platforms. With detailed planning and purposeful narrative construction, creating captivating explainer videos can be achieved more efficiently than ever!

This article was written by Creative Island's founder Filipe Bastos. Beyond being the owner of the studio, Filipe has a background in philosophy and psychology, and loves reading and writing about anything related to human nature. He brings his unique perspective and insights to the work he does, including creating engaging and effective animated explainer videos for startups and small businesses.

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