Explainer videos have become an essential marketing tool for businesses looking to communicate complex ideas in a simple, engaging way. As a storytelling medium, these short animated videos can bring your product or service to life, humanise your brand, and connect with your target audience in ways traditional content simply can’t match.
In the UK, explainer video production has evolved into a sophisticated service that combines storyboarding, script development, character design, and professional voice-over recording. The most effective explainer videos position your company as the hero that solves your prospects’ problems. Whether you’re introducing a new SaaS system or explaining internal processes, a well-crafted explainer video can simplify complex information and turn curious viewers into loyal customers.
What Are Explainer Videos and Why Are They Important?
Explainer videos transform complex ideas into memorable stories through carefully crafted visual sequences. They break down your message into engaging, easy-to-follow visuals that do more than inform—they create genuine connections with your audience by delivering valuable content that resonates and sticks.
The Power of Visual Communication for UK Businesses
Visual communication drives understanding in ways text simply cannot match. UK businesses using explainer videos experience improved audience engagement because viewers retain 95% of a message when presented in video format compared to just 10% when reading text. These videos simplify complex information, making services or products easy to understand while positioning brands as accessible, knowledgeable resources.
The impact is measurable—viewers leave with a better understanding of the message and form a stronger impression of the brand. This approach works exceptionally well for:
- Products requiring contextual explanation
- Technical services needing simplified demonstrations
- New concepts unfamiliar to target audiences
- Software features that benefit from visual walkthroughs
- Company processes that seem complicated on paper
Many UK-based organisations collaborate with specialised production companies to tailor explainer videos to their specific objectives, ensuring content resonates with their target audiences in London, Birmingham, Nottingham and beyond.
Types of Explainer Videos Popular in the UK Market
The UK market has embraced various explainer video styles, each serving different communication needs:
- Animated Explainers: The most common format in the UK since 2013, these use motion graphics to explain concepts without requiring text—making them ideal for global audiences.
- Whiteboard Animation: Popular for educational content, these videos simulate drawing on a whiteboard to explain processes step-by-step.
- Live-Action Explainers: Feature real people and environments, adding authenticity to testimonials and demonstrations of physical products.
- Screencast Videos: Particularly effective for SaaS companies demonstrating software functions, showing users exactly how systems work.
- Animated Infographics: Combine data visualisation with animation to explain statistics and comparative information in an engaging format.
UK audiences typically watch explainer videos because they prefer not to read through lengthy text, find visual content easier to digest than written marketing messages, and enjoy learning about subjects in creative, time-efficient ways. With the right production approach, these videos turn information into stories that audiences remember long after watching.
The Benefits of Professional Explainer Video Production
Professional explainer videos transform how businesses communicate with their audience. These carefully crafted visual stories deliver measurable benefits that text-based content simply can’t match, making them essential tools in today’s digital marketing landscape.
Boosting Conversion Rates and Engagement
Explainer videos dramatically increase conversion rates by creating an emotional connection with viewers. Studies show that pages featuring explainer videos convert 20% more effectively than those without visual content. These videos capture attention within seconds, addressing pain points while showcasing solutions in a format that resonates with modern consumers. The combination of compelling visuals, professional voiceovers, and strategic calls to action guides prospects through the customer journey, turning passive viewers into active participants who are primed to take the next step.
Simplifying Complex Information
Explainer videos excel at breaking down complicated concepts into digestible, easy-to-understand segments. Through carefully designed visual sequences, these productions transform technical information into accessible stories that audiences can grasp quickly. Rather than overwhelming prospects with text-heavy explanations, explainer videos use visual metaphors, characters, and motion graphics to illustrate key points. This visual approach ensures your message isn’t just heard but genuinely understood, making your service or products instantly more accessible to potential customers.
Building Brand Recognition
Professional explainer videos strengthen brand identity through consistent visual storytelling. By incorporating your brand’s colours, typography, and tone of voice, these videos create memorable impressions that stick with viewers long after watching. Characters designed to match your brand personas speak directly to your target market, humanising your company and fostering trust. The distinctive style of your explainer video becomes associated with your brand, making future communications instantly recognisable. This visual consistency across marketing channels reinforces brand recall and positions your company as the solution provider in your industry.
Key Elements of Successful Explainer Videos
Creating effective explainer videos requires careful attention to several critical components. These essential elements work together to transform complex information into engaging visual stories that resonate with viewers and drive desired actions.
Crafting an Effective Script
The script forms the foundation of any successful explainer video, serving as the roadmap for the entire production. A powerful script is clear, concise, and focused—delivering core messages quickly without unnecessary jargon or complexity. I’ve found that scripts that address the viewer’s pain points early create immediate engagement, while using conversational language maintains that connection throughout. The narrative should follow a logical progression: identifying a problem, presenting your solution, explaining how it works, and concluding with a compelling call to action. Professional voiceover talent then brings this script to life with the right tone, pacing, and emotion, guiding viewers through the content while reinforcing key messages.
Visual Style and Design Choices
The visual components of an explainer video transform abstract concepts into concrete, memorable images. Strong, high-quality animations and graphics don’t just support the script—they enhance it by illustrating concepts that might be difficult to grasp through words alone. When selecting a visual style, consistency with your brand identity is paramount, incorporating your colour palette, typography, and overall aesthetic. Character designs, when used, should resonate with your target audience, creating relatable figures that viewers can connect with emotionally. Effective explainer videos also integrate sound design elements, including background music and sound effects that complement the visuals without overpowering the voiceover, creating a cohesive audiovisual experience.
Optimal Length and Structure
The most effective explainer videos typically range between 60-90 seconds—long enough to convey essential information yet short enough to maintain viewer attention. This timeframe allows for approximately 150-180 words of script, forcing content to be focused on what truly matters. The structure follows a tried-and-tested format: a hook in the first 8-10 seconds captures attention, followed by problem identification, solution presentation, explanation of benefits, and ending with a clear call to action. Breaking complex ideas into easily digestible segments helps viewers absorb information without feeling overwhelmed. For particularly complex topics, the video might extend to 2 minutes, though each additional second risks diminishing returns in viewer engagement and retention. Analytics tracking can help determine the optimal length for your specific audience, measuring engagement rates, watch time, and conversion metrics to refine future productions.
The UK Explainer Video Production Process
The explainer video production process in the UK follows a systematic approach that transforms ideas into compelling visual stories. Professional production companies handle all aspects of creation, from conceptualisation to final delivery, ensuring a polished result that achieves business objectives.
Initial Consultation and Strategy
The explainer video journey begins with a thorough consultation to define your goals and target audience. Production teams analyse where your video will be displayed to determine the optimal format—square, vertical, or horizontal—for maximum engagement. This initial strategy session establishes the foundation for your explainer video by identifying key messages, defining the tone, and understanding how to position your product or service as the solution to your prospects’ problems. The consultation phase typically takes 1-2 days to complete and ensures the final video aligns perfectly with your brand objectives.
Scriptwriting and Storyboarding
After establishing the strategic direction, the focus shifts to creating a compelling script that forms the backbone of your explainer video. Professional scriptwriters craft concise, impactful narratives that highlight your unique selling propositions while maintaining viewer interest. Once approved, the script evolves into a detailed storyboard—a visual representation of how each scene will unfold. The storyboard outlines the visual elements, transitions, and timing for each sentence or concept, providing a clear roadmap for the animation team. This critical phase often includes developing style frames that showcase the proposed visual aesthetic, ensuring it complements your brand identity before production begins.
Animation and Production
With approved scripts and storyboards, the production team brings your explainer video to life through animation. UK production companies employ skilled animators specialising in various styles, from 2D character animation to sophisticated 3D motion graphics. During this phase, professional voice-over artists record the narration in your chosen accent or language, while sound designers create an immersive audio experience through carefully selected music and sound effects. The animation process typically requires 1-3 weeks depending on complexity and incorporates your brand elements seamlessly into the visual storytelling.
Revisions and Final Delivery
Most UK production companies offer two rounds of revisions on the completed explainer video. You’ll receive the initial edit along with a structured feedback form to note preferences and suggested changes. The production team then implements these adjustments to refine the video until it perfectly matches your vision. Once finalised, your explainer video is rendered in multiple formats appropriate for different platforms—website, social media, presentations, or trade shows. Many production companies also provide a Video Marketing Action Plan with guidance on leveraging your new asset across various channels to maximise its impact and return on investment. The entire production process typically takes 1-4 weeks from consultation to delivery of the final files.
Popular Explainer Video Styles in the UK
The UK explainer video market features several distinctive styles, each serving different business objectives and audience preferences. These production techniques have evolved significantly since explainer videos first gained popularity in the UK around 2013, with data-driven approaches now guiding creative decisions.
2D Animation
2D animation represents the most widely used explainer video style in the UK market. This approach uses flat, vector-based graphics that move across a two-dimensional plane, making complex concepts accessible through simplified visuals. UK brands favour 2D animation for its perfect balance of cost-effectiveness and visual impact, with production timelines typically ranging from 2-3 weeks. This style particularly excels at explaining abstract concepts, digital products, and services where physical demonstration isn’t possible or practical.
3D Animation
3D animation delivers depth, dimension and realism to explainer videos through computer-generated environments and characters. UK companies in technology, manufacturing, and healthcare sectors frequently choose 3D animation to showcase products with intricate details or internal mechanisms. While production costs run 30-50% higher than 2D alternatives and timelines extend to 3-5 weeks, the enhanced visual impact creates stronger viewer retention. The realistic portrayal of products in 3D animation proves especially valuable for companies introducing innovative physical products to the market.
Motion Graphics
Motion graphics incorporate animated design elements to convey information through movement and visual hierarchy. This style combines typography, shapes, icons, and data visualisations with fluid transitions to explain complex processes or statistics. UK financial services, tech companies, and educational institutions regularly employ motion graphics for their explainer videos. The data shows these videos perform exceptionally well when explaining statistical information or technical processes, with 80% of viewers noting improved comprehension compared to static presentations.
Live Action Explainer Videos
Live action explainer videos feature real people and environments, establishing a human connection that resonates with UK audiences. This format works brilliantly for businesses where customer relationships and trust are paramount, such as professional services, healthcare, and education. Live action production typically combines real footage with strategic digital overlays to enhance explanations. The production process generally takes 1-2 weeks, excluding any complex post-production work. UK viewers respond positively to this approach, with data indicating that videos featuring real team members increase brand trust by up to 90% compared to animated alternatives.
How UK Businesses Are Using Explainer Videos
UK businesses are increasingly integrating explainer videos into their marketing strategies, with 12% of viewers purchasing products featured in these videos. The versatility of explainer videos allows companies to deploy them across multiple channels, maximising their return on investment while addressing specific business challenges.
Website and Landing Pages
Explainer videos serve as conversion powerhouses on UK business websites and landing pages. Companies place these videos prominently above the fold to immediately capture visitor attention, reducing bounce rates by up to 34%. E-commerce sites like ASOS and financial services such as Monzo use explainer videos to clarify their offerings in 60-90 seconds, making complex information digestible for potential customers. These videos function as 24/7 sales representatives, addressing common questions and objections while visitors browse websites at their convenience.
Social Media Campaigns
UK brands leverage explainer videos across social platforms to cut through algorithm changes and diminishing organic reach. These videos typically maintain 65% viewer retention compared to 20% for text posts, making them ideal for platforms like Instagram, LinkedIn, and Facebook. Companies such as Innocent Drinks and Gymshark create platform-specific explainer videos optimised for mobile viewing (square format for Instagram, vertical for Stories) and include captions for sound-off viewing. The shareability of these videos helps extend campaign reach organically, with well-crafted explainers generating 1200% more shares than text and images combined.
Training and Internal Communications
Explainer videos streamline internal communications within UK organisations, reducing training costs by approximately 50-70%. Companies like Tesco and NHS use explainer videos to onboard new employees, explain policy changes, and demonstrate complex procedures. These videos ensure consistent messaging across multiple locations and departments, minimising misinterpretation of important information. The format is particularly valuable for technical topics, with employees retaining 50% more information from video training compared to traditional written manuals, leading to faster implementation of new systems and protocols.
Product Launches
Explainer videos create anticipation and clarity during UK product launches, helping companies achieve 40% higher conversion rates in initial sales periods. Businesses use these videos in pre-launch email campaigns, press releases, and event presentations to build excitement while educating potential customers. Dyson and Jaguar Land Rover employ explainer videos to showcase innovative features of new products through visual demonstrations rather than technical specifications. For startups raising investment, explainer videos distil complex business models into compelling visual narratives, with investors 64% more likely to engage with pitches accompanied by professional explainer videos.
Choosing the Right Explainer Video Production Company
Selecting the ideal explainer video production partner in the UK requires careful consideration of several critical factors. The right company doesn’t just create videos—they transform your message into a compelling visual story that resonates with your target audience and delivers measurable results.
What to Look for in a UK Production Partner
UK production partners vary significantly in their capabilities, expertise, and approach to explainer videos. When evaluating potential companies, prioritise those with a diverse portfolio demonstrating versatility across different industries and video styles. Look for production teams that include specialists in storyboarding, script development, character design, and post-production—comprehensive expertise ensures a seamless creation process. The best UK production partners adopt a consultative approach, taking time to understand your brand personas and target market before suggesting appropriate visual styles or character designs.
Check client testimonials from locations across the UK, including Birmingham, London, Nottingham, and Solihull, to gauge consistency in quality and service. Top production companies focus on creating videos with clear, concise messaging that emphasises benefits rather than features, maintaining a conversational tone throughout. They’ll also guide you on incorporating precise calls-to-action that inspire viewers to buy, donate, invest, or fulfil your specific objectives.
Understanding Pricing and Timelines
Explainer video production costs in the UK typically range from £75-£150 per hour, with comprehensive projects varying based on complexity and style. Professional UK production companies differentiate themselves by not cutting corners to reduce costs—they invest the necessary time and resources to deliver outstanding quality. This commitment to excellence might extend production timelines but results in videos that genuinely engage viewers and convert prospects.
Most high-quality explainer videos take between 1-4 weeks to complete, depending on the complexity of the project and chosen animation style. The most effective videos typically stay under 2 minutes in length—long enough to communicate value but short enough to maintain viewer attention. Production timelines typically include several revision cycles to ensure the final product perfectly aligns with your vision and objectives.
When discussing budgets with potential production partners, request a breakdown of costs for each production phase: storyboarding, script development, animation, voiceover recording, and post-production. This transparency helps you understand where your investment goes and ensures you’re getting value for money. Remember that higher-quality explainer videos generally deliver better engagement metrics and conversion rates, making them a worthwhile long-term investment for your marketing strategy.
Measuring the Success of Your Explainer Video
Explainer videos represent a significant investment for UK businesses, making performance measurement essential for evaluating their effectiveness. Tracking specific metrics provides concrete evidence of return on investment and identifies opportunities for optimisation.
Key Performance Indicators to Track
Tracking key performance indicators (KPIs) offers quantifiable insights into how viewers interact with your explainer video. Engagement metrics such as watch time reveal how long viewers remain interested before dropping off, helping identify content that resonates. Click-through rates (CTRs) on embedded calls to action demonstrate how effectively the video drives viewers toward desired actions. Conversion metrics, including sign-ups, demo requests, and purchases, directly connect your video to business outcomes. Additional valuable metrics include social sharing statistics, audience retention graphs, and viewer demographic data—all providing deeper understanding of video performance across different platforms and audience segments.
Optimising Based on Analytics
Analytics data serves as the foundation for continuous explainer video improvement. Viewer drop-off points highlight sections where engagement decreases, indicating opportunities for content refinement. For instance, if analytics show significant drop-offs at 45 seconds, consider tightening the script or adding more engaging visuals at that timestamp. A/B testing different versions with varied lengths, calls to action, or visual styles helps identify the most effective approach for your target audience. Integration with analytics tools like Google Analytics or platform-specific insights creates a comprehensive view of performance. Most high-performing explainer videos fall within the 60-90 second range—long enough to convey essential information while maintaining viewer interest. This optimal length balances comprehensive messaging with audience attention spans, though specific topics may require slight adjustments based on content complexity and analytics feedback.
Conclusion
Explainer videos have revolutionised how UK businesses communicate with their audiences. They’re not just marketing tools but powerful storytelling vehicles that transform complex messages into engaging visual narratives.
I’ve seen firsthand how these videos deliver remarkable ROI when professionally crafted with careful attention to script quality visual style and strategic distribution across platforms.
The UK explainer video production landscape offers diverse styles to match your specific needs from cost-effective 2D animation to immersive 3D experiences. When choosing a production partner look beyond price to portfolio quality expertise and their understanding of your brand.
Remember that the most effective explainer videos are those that balance creative storytelling with clear messaging while staying true to your brand identity. The investment pays dividends through enhanced engagement improved conversions and stronger brand recognition.
