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How to order an explainer video (without the headache)

8/3/2026

Ordering an explainer video works when the briefing is right. Most delays, rework and budget overruns are born before production: in the initial conversation where the goal stayed vague. This guide shows what to prepare before talking to a production house, what to expect from the process and how to validate each stage — without becoming a production expert.

What an explainer video is (and what it solves)

An explainer video is a short video — usually 60 to 120 seconds — that explains what your product or service does, who it is for and why it matters. It combines objective storytelling with 2D/3D animation, motion graphics or footage, with a single mission: make the viewer understand (and remember) your offer.

Industry data explains why it works. Wyzowl’s annual Video Marketing Statistics survey shows that 94% of people watch explainer videos to learn more about a product or service, and that 84% of consumers say they have been convinced to buy after watching a brand’s video.

The 5 things you need before ordering

A good briefing fits on one page. Before contacting any production house, answer:

  1. Goal — should the video sell, educate or present? This changes script, rhythm and call to action.
  2. Audience — who is watching? Language, examples and tone change completely.
  3. Format and platform — where will it run? Website (horizontal), Instagram (vertical), ad (15-30s)?
  4. Deadline — be realistic: a quality production takes 2 to 4 weeks.
  5. Budget — how much can the company invest? There are ranges for every size.

Quick briefing checklist

  • Main objective written in one sentence
  • Target audience described (who, where, what they value)
  • Platforms and delivery formats
  • Desired deadline and real final date
  • Budget range
  • Visual references (2-3 examples you like)

What to expect from the production process

A professional flow follows clear stages with validation points:

  1. Briefing — aligning goal, audience and scope.
  2. Script — the video text, approved before any visual production.
  3. Storyboard — scene-by-scene visual sketch (optional for simple projects).
  4. Production — animation, footage or motion graphics.
  5. Post-production — voice-over, soundtrack, color correction and versions per platform.

The most important stage is script approval: that is where rework is saved. Ask to review the text before the art — changing words takes minutes; changing scenes takes days.

Frequently asked questions

How long does an explainer video take? Between 2 and 4 weeks, depending on complexity. Script and storyboard take the first week; production takes the rest.

Do I need a ready script? No. The production house writes the script from the briefing — which is why the briefing matters so much.

Are explainer videos expensive? There are ranges for every budget. Price depends on duration, style (animation vs. footage) and complexity. Start with the Briefing Generator to estimate scope.

2D or 3D animation? For most cases, 2D and motion graphics deliver results at a lower cost. 3D makes sense when the product is three-dimensional or requires technical realism.

What if I do not like the result? Processes with approval stages (script → storyboard → production) drastically reduce that risk. Rework happens when there is no validation along the way.

Final tip

Build your briefing in 5 minutes with the Innovate Briefing Generator — a free tool inspired by ricolandia’s Briefing Generator. With the right information, any production house delivers better and faster — including us. Talk to Innovate for a personalized quote.

— Innovate Criativa Team · innovatecriativa.com

References

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