8 Stages of the Custom Explainer Video Production Process

A well-planned custom explainer video production process turns a complex product, service or internal message into a clear story that audiences can understand and remember. Although the finished video may only run for a minute or two, creating it involves careful planning, creative decisions, client feedback and technical production.

Each stage builds on the one before it. Clear direction early on reduces unnecessary changes later and helps ensure that the final video reflects the brand, speaks to the right audience and supports a defined business goal.

1. Custom Explainer Video Production Process: Define the Brief and Audience

Every project should begin with a focused brief. The client and production team need to agree on what the video must achieve, who needs to watch it and where it will appear. A video for a sales presentation may need a different tone and level of detail from one used for staff training, a website landing page or a social media campaign. The brief should also cover the main message, call to action, preferred duration, deadlines and any important brand requirements.

Understanding the audience matters just as much as understanding the subject. A custom explainer video should not try to say everything to everyone. It should address the questions, challenges and expectations of a particular group of viewers. Relevant background material, including website content, presentations, service information and brand guidelines, gives the production team the context needed to communicate the message accurately.

2. Create a Clear Script and Story Structure

The script provides the foundation for the entire video. It shapes the voice-over, visuals, scene order and overall pace. A strong script introduces a relevant problem or need, presents the solution, explains how it works and closes with a clear next step. The language should be simple enough for a first-time viewer to follow while still reflecting the client’s expertise and brand voice.

It is important to finalise the main message before spending time on detailed visuals. Script changes are easier to make than animation changes, so clients should use this stage to refine wording, tone and priorities. The best scripts remove unnecessary detail, focus on the value to the viewer and make every sentence work towards the video’s objective.

• Define the audience’s main problem or need.
• Introduce the product, service or process as the solution.
• Explain the key benefits and how the solution works.
• End with a clear, relevant call to action.

A clear structure prevents the script from becoming a list of features or technical details. It gives viewers a reason to pay attention before introducing the solution, then helps them understand why it matters to them. This makes the message easier to follow and gives the animation team a logical sequence to build around.

The script should also match the intended length of the video. A concise explainer usually performs better when it focuses on one central message rather than trying to cover every possible detail. Businesses can provide the production team with the essential information, then allow the script to shape that information into a story that feels natural and engaging.

3. Choose a Visual Direction That Fits the Brand

The visual direction determines how the story will look and feel. This may involve choosing between 2D animation, motion graphics, 3D scenes, illustrated characters, typography or a combination of styles. The right choice depends on the topic, audience, brand identity and intended use. A technical service may need clean diagrams and interface-style animation, while a training message may benefit from relatable characters and scenario-based visuals.

Mood boards and style frames help the client review the visual direction before full production begins. They can show preferred colour palettes, illustration approaches, backgrounds, objects and character styles. This stage ensures the final work feels recognisably connected to the business, rather than using generic visuals that could belong to any organisation.

4. Custom Explainer Video Production Process: Build and Approve the Storyboard

A storyboard converts the approved script into a detailed visual plan. It maps each part of the narration to a scene, showing what the viewer will see, how ideas will appear and how the story will move from one point to the next. It may include visual references, on-screen text, scene notes and guidance on transitions or movement.

Storyboard approval is one of the most important decision points in the project. It allows the client to check whether the story, visuals and sequence make sense before the animation stage begins. Changes to a storyboard are usually far more manageable than changes to completed animation, so all key stakeholders should provide their feedback at this stage and agree on one clear direction.

5. Record the Voice-Over and Plan the Audio

Once the script is final, the team can select a suitable voice-over artist and record the narration. The chosen voice should suit the audience, message and tone of the video. Factors such as pace, accent, energy and clarity all affect how viewers receive the information. A calm, professional delivery may suit a corporate message, while a more conversational tone can work well for an approachable product or service explainer.

The recorded voice-over gives the animation team an accurate timing guide. Instead of trying to fit narration into completed scenes, the visuals can develop around the approved audio. Music and sound effects should support the message without distracting from it. They help set the pace, create emphasis and make the finished video feel polished and complete.

• Choose a voice that suits the audience and brand tone.
• Approve the final script before recording begins.
• Record narration with clear pacing and pronunciation.
• Select music and sound effects that support the message.

Audio can influence how viewers interpret the visuals and the business behind them. The right voice-over can make technical information feel approachable, while well-chosen music can support the mood without competing with the narration. Clear audio also helps viewers stay focused on the main message from beginning to end.

Planning the audio early creates a stronger connection between the narration and visuals. Once the recording is complete, the animation team can time each scene accurately and ensure the video feels smooth rather than rushed. This improves clarity and makes important moments easier for viewers to absorb.

6. Custom Explainer Video Production Process: Animate the Approved Concept

Animation brings the approved script, storyboard, artwork and voice-over together. This stage may include illustration, character movement, animated text, diagrams, transitions, visual effects and product or process demonstrations. It often takes the most time because every scene needs to communicate clearly while maintaining a consistent visual style.

The quality of the earlier planning becomes especially valuable here. When the client has approved the script, style frames, voice-over and storyboard, the animation team can focus on creating a smooth and engaging final product. Small adjustments to timing, motion or scene emphasis may still be possible, but major changes can affect the project scope and delivery schedule.

7. Review the Video and Consolidate Feedback

The first completed version gives the client an opportunity to review the animation, audio and overall flow together. Feedback should focus on whether the video delivers the agreed message, reflects the brand accurately and makes sense to the intended audience. It is helpful to collect comments from all relevant stakeholders before sending them to the production team, rather than providing separate feedback in stages.

The custom explainer video production process works best when feedback is specific and practical. For example, a client may request a slower scene, clearer on-screen wording or a visual adjustment that better reflects a real business environment. Clear feedback helps the team make the right refinements efficiently while keeping the project aligned with the original objective.

• Check that the video communicates the agreed key message.
• Review the visuals, narration, sound and pacing together.
• Gather feedback from all key stakeholders at once.
• Prioritise specific changes that support the original objective.

Consolidated feedback keeps the revision stage organised and productive. When different stakeholders submit comments separately, they may request conflicting changes or focus on small preferences that do not improve the video. A single agreed list gives the production team clear direction and protects the video’s core message.

Clients should distinguish between essential refinements and changes that alter the approved concept. Minor adjustments to wording, scene timing or emphasis can improve the final result. Significant changes to the script, visual direction or story may require further production work, which is why early approvals remain so important.

8. Deliver Files Ready for Their Intended Use

The final stage involves preparing the approved video for the channels where it will be used. A website, presentation, internal learning platform and social media campaign may each require different file sizes, formats or aspect ratios. Captions can also make the video more accessible and useful when viewers watch without sound.

A successful final delivery should give the business a video that is ready to use rather than a file that still needs technical work. Planning this from the start helps the team create versions that suit the intended campaign or communication activity. It also ensures the visual composition, text and calls to action remain clear across different viewing environments.

• Prepare the correct format for each intended channel.
• Create suitable widescreen, square or vertical versions where needed.
• Include captions when viewers may watch without sound.
• Check that text, visuals and calls to action remain clear.

Planning delivery requirements before production starts prevents avoidable issues at the end of the project. A visual that looks strong in a widescreen presentation may need adjustment for a vertical social media format. Considering these needs early allows the animation team to create scenes that adapt well across the required versions.

The final files should support the business’s wider communication goals. Whether the video is used for marketing, sales, training or internal communication, every version should retain the same clear message and professional finish. This helps the business use the finished asset confidently across the platforms that matter most.

Which Animation Studios Offer Custom Explainer Videos for Businesses?

At Oliver Karstel Creative Agency, we create custom explainer videos for businesses using animation styles that suit the message, audience and purpose of the video. We can use 2D character animation to bring people, scenarios and ideas to life in a clear and engaging way. Our 3D character animation can create detailed, immersive visuals for complex subjects or more playful settings. We also use whiteboard animation to explain difficult topics, systems and processes in a simple, digestible format that supports storytelling, persuasion and education.

Our infographic animation can turn complex data into compelling moving visuals that highlight key insights, while motion graphic animation helps us make business messages easier to understand through animated design elements. We can also use 3D accident recreation to visualise safety incidents and dangerous events for analysis and training. Each of these services can support a custom explainer video, allowing us to create a tailored visual approach that communicates a business’s message clearly and effectively.

• 2D character animation for clear, engaging business stories.
• 3D character animation for detailed and immersive visual communication.
• Whiteboard animation for systems, processes and difficult topics.
• Infographic animation for data, insights and complex information.
• Motion graphic animation for animated design-led explainers.
• 3D accident recreation for safety analysis and training videos.

We select the animation approach according to the message that needs explaining. A business may need characters and scenarios to make an idea relatable, moving graphics to simplify a process or animated data to make important information easier to understand. The most suitable style depends on the audience, topic and purpose of the explainer video.

Our team can also combine the right visual approach with a structured production process that keeps the message clear from briefing through to delivery. By tailoring the animation to each business, we help turn services, systems, safety messages and complex information into explainer videos that audiences can follow with confidence.

Create a Video That Makes Your Message Easier to Understand

A thoughtful custom explainer video production process gives businesses the structure needed to turn complex information into an engaging, audience-focused story. From the first brief to final delivery, every stage helps protect clarity, creative quality and brand consistency.

Oliver Karstel Creative Agency can help you plan, develop and produce a custom explainer video that supports your communication goals. Get in touch with our team to discuss your message, audience and the right approach for your next project.

FAQs

What happens first in the custom explainer video production process?

The custom explainer video production process begins with a structured brief that defines the audience, purpose, key message, intended platform and desired action. The production team then reviews relevant brand material, existing content and technical information to understand the subject properly. Clear input at this stage prevents confusion later and helps the team recommend a suitable visual approach. Clients should also identify decision makers, deadlines and any internal approval requirements before work begins. A strong brief does not need to contain every answer, but it should establish the problem the video must solve and the desired outcome the business seeks to achieve ultimately.

Why is scriptwriting important for an explainer video?

Scriptwriting turns the agreed message into a concise story that viewers can follow without prior knowledge. Most effective explainers introduce a relevant problem, show the solution, demonstrate how it works and end with a clear action. The script also determines the likely duration of the video, because narration sets the pace for each scene. Clients should review the script carefully for accuracy, tone and priority messages before approving it. Rewriting words at this stage is far simpler than changing completed animation. A focused script avoids unnecessary detail, uses familiar language and gives every visual a clear purpose within the story.

What is the purpose of a storyboard in explainer video production?

After the script is approved, the team develops a storyboard and visual direction for the video. A storyboard shows each scene in sequence, linking the narration to planned images, movement, on-screen text and transitions. Style frames then establish the colour palette, illustration approach, characters, objects and overall look. This stage lets clients confirm that the video will reflect their brand before animation begins. They should check whether scenes represent their service, workplace, audience and intended message. Thorough approval matters because substantial changes become more difficult once animation starts. The storyboard acts as a plan helping everyone understand intended result clearly.

When is the voice-over recorded for an explainer video?

Voice-over recording normally follows script approval because the final narration guides the timing of the animation. The client and production team should agree on the voice, tone, pace and pronunciation needed for the intended audience. A professional, calm delivery may suit a corporate explanation, while a warmer or more energetic approach may suit a customer-facing message. Once the narration is recorded, animators can build scenes around its natural rhythm. Music and sound effects are then selected to support, rather than overpower, the information. Good audio planning improves clarity, mood and viewer engagement throughout. It makes key ideas easier to absorb.

How should businesses provide feedback on an explainer video?

Review stages allow the client to assess the completed animation, voice-over, music and pacing as one finished piece. Feedback should focus on whether the video communicates the agreed message, suits the audience and reflects the approved brand direction. It is best to gather comments from managers and other stakeholders before sending one consolidated response to the production team. This avoids conflicting requests and makes the revision process more efficient. Specific feedback works best. A client can identify unclear wording, a scene that moves too quickly or a visual that needs correction. Major changes to approved concepts may need extra work.