Image showing formula for animated explainer video

The magic formula for producing a successful animated explainer video.

Animated explainer videos are a popular and effective marketing tool, which have proven to increase website traffic and encourage business growth. This method also allows a company to clarify and promote their business by reaching their target audience, whilst also engaging potential customers.

The key to a successful explainer animation is to keep the video concise, but with a clear message that will effortlessly catch your viewers attention. This is a chance to distinctly promote both the brands identity and the service or product you provide by creating an effective 30-60 second video.

Our goal at Atom is to ensure clients feel at ease with our process, whilst also making important decisions towards creating a powerful animation. We hope our guide will help clients and businesses to gain a clear understanding of the different factors used, and how these factors contribute to creating successful results. Consequently, this will help to boost engagement and, in turn, produce an effective return on investment.


Create a Brief.

Creating a brief is an incredibly beneficial tool that is used right at the beginning of an animation video process. It is essential to establish who your target audience is and also identify any key objectives and main goals at this early stage.

This is also the time to determine the number of stakeholders. Although other people are valuable for providing both contrasting opinions and feedback, the fewer people involved, the better it will be to ensure an efficient and smooth process is kept throughout.


KISS – Keep It Simple, Stupid.

KISS, is a well-known design principle that focuses on the following four different key factors.

Step 1: Highlight the problem and show how this issue affects the target audience.

Step 2: Introduce the solution.

Step 3: Show how the product or service works. Demonstrate how customers can benefit from your service or product and how it solves the problem.

Step 4: End the video with a call to action. Think about what your end goal is and what customers need to do in order to benefit from your service. Do you want customers to go to your website, or do they need to download the app? A good call to action will direct a viewer to undertake a specific instruction. Without this, your video might not meet its intended objectives.

By following this method you can achieve a short, simple and straightforward explainer video full of quality content, that is also straight to the point and appealing for your viewers. Remember not to just list the features, this is the perfect opportunity to sell the benefits of your product and service, in a way that engages your audience.

A good example of the KISS principle being used is our Everysingle.vote video.


The Script.

The script is an extremely important foundation to any video. It is the element that defines the length of your animation, and a process that should not be rushed.

At Atom, we are more than happy to work on a script that is written by you. However, If the script requires some assistance, please don’t hesitate to ask us for a second opinion or for any feedback. Gaining an outsider’s view on your company and business can prove to be very beneficial because it will allow you to approach the problem from a different perspective.

Once your have written your script, it is then vital to calculate the length by reading it through aloud and timing how long it takes. Your script should allow enough time to explain the product or service without losing the viewer’s interest. Bear in mind that a voice over artist will tend to speak slightly slower for greater clarity. The voice over requires a steady pace but enough time to be able to breathe. This will ensure information is effectively communicated without bombarding your audience.


Be Short and Concise.

We know you may have a lot you would like to fit into your explainer video. However, remaining short and concise really is a crucial element, and will ensure a higher engagement rate with your viewers. By not following this structure, your budget may become more stretched and the overall quality of the video could be affected.

Remember that less is more. Too much information can be overwhelming and as a result may put your audience off. Keep it limited by choosing two or three key aspects that align with your main objectives. This will not only be more memorable for your potential audience, but it will also help to portray an efficient overview of your business.


The Voice Over.

Although it may seem a good idea to keep costs down, a poorly recorded voiceover can lower the video’s quality and also affect any chances of success in the long run.

Using a professional voice over artist can really help to elevate the production value. Not only does it create a sense of trust for the viewers, but it also represents and humanises your brand. A good quality voice over will add a friendly but persuasive element to your video. This subtle strategy will help to encourage your potential customers to take the next step by proceeding to the call to action.


Let’s Get Creating.

We hope this guide, along with our process page, will assist you through your journey as you create your animation and help you to produce a video that not only looks the part but delivers real, measurable results.

If you’re looking to create an animation for your business, please don’t hesitate to get in touch with us here at Atom Studio. We’re always excited to hear about new projects, whether you’re a start-up or an established business