How to Create Explainer Videos Your UK Audience Will Love

on 3 days ago

At its core, creating a great explainer video boils down to four key stages. First, you need to script a compelling narrative that presents a problem and then elegantly offers your solution. Next, you'll choose a visual style—animation is a popular choice for a reason. Then comes production, where you bring it all to life with a voiceover. Finally, you get it out there on your website, social media, and anywhere else your audience lives.

It's a process that transforms tricky ideas into simple, memorable stories.

Why Explainer Videos Work for UK Businesses

Explainer videos have moved far beyond being just a 'nice-to-have' marketing asset. For businesses across the UK, they've become an essential tool. They’re brilliant at cutting through the online noise, breaking down complex products or services into short, sharp content that clicks with today's fast-moving consumer.

This is particularly true in crowded markets where clarity is king.

Imagine a London-based fintech startup. They could fill their website with pages of text explaining their innovative but complex new app. Or, they could use a punchy, 90-second animated video. Actionable insight: That video should be embedded "above the fold" on their homepage, immediately answering the visitor's core question: "What does this app actually do?" It’s a simple switch, but that video can demystify the user experience in a way text never could, often leading to a sharp rise in sign-ups and building instant trust.

Driving Engagement and Building Trust

One of the unsung benefits of explainer videos is their knack for answering customer questions before they're even asked. When you address common pain points and visually demonstrate how your product solves them, you can dramatically cut down on customer support queries. That frees up your team and helps customers feel more empowered.

Ultimately, this approach is all about building trust. When a potential customer 'gets' what you do straight away, they feel far more confident about taking the next step.

Explainer videos have become the go-to format for video marketing in the UK. In fact, 73% of video marketers now say they're their main type of video. This really shows how much audience habits have shifted. You can find more on this in these UK video marketing trends.

A Perfect Fit for Modern Viewing Habits

Let's face it, attention spans are short. Consumers in the UK are scrolling through platforms like YouTube and LinkedIn, engaging with quick, captioned videos. These short-form clips, usually clocking in at under 90 seconds, are perfectly aligned with how we consume content today, which is why they often deliver a much better return on investment.

Here’s a classic example of the animated style that has become so popular.

This image shows a clean, character-focused animation. It's a style that works incredibly well because it makes abstract ideas feel more human and relatable. That visual simplicity is a huge part of why these videos are so effective for generating leads and boosting conversions.

Crafting a Script That Connects and Converts

A brilliant explainer video is built on one thing: a rock-solid script. The visuals might catch the eye, but it’s the story you tell that grabs a viewer's attention and convinces them to take the next step. You’ve got about five seconds to hook them, so every word counts.

The trick is to ditch the corporate jargon. The best scripts feel less like a sales pitch and more like a chat with a helpful expert. This is especially true for a UK audience, who tend to respond better to an authentic, straightforward approach.

So, where do you start? I’ve found that the most effective scripts almost always follow a simple, powerful structure.

The Problem-Solution-Benefit Framework

At its heart, every great explainer video uses this classic model. It works so well because it taps directly into how people think and make decisions.

Let's walk through an example. Imagine we're scripting a video for 'EverWear', a fictional sustainable fashion brand based in London.

The Problem: First, you pinpoint a frustration your audience feels deeply. "Tired of fast fashion that falls apart after a few washes? It's a waste of money and a disaster for the planet." Right away, you've connected with a specific pain point.
The Solution: Next, you introduce your brand as the answer. "Meet EverWear. We create timeless, durable pieces from ethically sourced materials, right here in the UK. Our clothes are designed to be loved and worn for years, not just a season."
The Benefit: Finally, you paint a clear picture of the positive outcome. "With EverWear, you build a wardrobe you can be proud of—one that looks great, saves you money in the long run, and helps protect our environment. Look good, feel good, do good."

This structure is effective because it’s simple, direct, and laser-focused on what the viewer gets out of it.

A common mistake I see is people trying to cram every single feature into the script. My advice? Don't. Focus on the one core problem you solve and the primary benefit you deliver. Clarity always wins.

Pacing and Timing Your Script

Now you've got your structure, let's talk about timing. When it comes to explainer videos, shorter is nearly always better. The sweet spot is usually between 60 and 90 seconds.

A good rule of thumb I use is that one minute of video translates to about 150 spoken words. So, for a 90-second video, you're aiming for a script of around 225 words. It doesn't sound like a lot, and that’s the point—it forces you to be sharp and impactful.

Once you have a draft, the single most important thing you can do is read it aloud. Seriously, don't skip this step.

Reading your script out loud will help you:

Spot awkward phrasing. What reads well on a screen can often sound clumsy when spoken. Practical example: A line like "Our solution facilitates enhanced synergistic outcomes" becomes "Our tool helps your team work better together."
Check your timing. Get a stopwatch out. Are you hitting your target length without sounding rushed?
Refine your tone. Does it sound like a real person talking, or are you reading from a manual?

This simple habit is what turns a piece of writing into a real conversation, making your final video far more engaging and effective.

With your script polished and ready, it's time to move on to the fun part: deciding what your explainer video will actually look and feel like. This isn't just about picking nice colours; the visual style you choose sets the entire tone for your brand and has a massive impact on how your audience digests your message.

A slick, data-heavy software company, for instance, would probably lean towards clean, sharp motion graphics to reflect its identity. On the other hand, a charity hoping to pull at the heartstrings is far better off with relatable 2D character animation. The visuals should always support the story, never distract from it.

There’s no "best" style—only the one that’s right for your goals, your brand, and your audience.

Matching Style to Your Brand's Voice

Think about the feeling you want to evoke. Are you aiming for technical precision, a warm and empathetic connection, or a sense of modern, forward-thinking innovation? Your choice of visuals is the most immediate way to communicate this.

Here are a few popular styles I’ve seen work wonders:

2D Character Animation: Absolutely perfect for storytelling. By creating characters your audience can relate to, you can forge a genuine emotional connection and make even the most abstract concepts feel human. Practical example: An insurance company using a character named 'Dave' who worries about protecting his family.
Motion Graphics: This style is all about animated text, shapes, and icons. It’s a brilliant choice for anything data-heavy, tech tutorials, or brands that want to project a crisp, professional image. Practical example: A cybersecurity firm showing animated shields deflecting virus icons.
Whiteboard Animation: A classic for a reason. This style, which mimics someone drawing on a whiteboard, is fantastic for breaking down complex processes into simple, easy-to-follow steps. It’s a go-to for educational content. Practical example: A financial advisor drawing a flowchart to explain the mortgage application process.

The image above gives you an idea of the trade-offs you often have to make—in this case, with microphone quality for voiceovers. Choosing your production path involves a very similar balancing act between cost, quality, and control.

Selecting Your Production Route

Once you've landed on a style, you need to figure out how you're going to bring it to life. For most businesses in the UK, this decision comes down to one of three main routes, each offering a different mix of cost, time commitment, and creative input.

This is one of the biggest decisions you'll make in the whole process. It directly shapes your budget, timeline, and the final quality of your video, so it really pays to weigh your options carefully.

Before we dive into the methods, let's talk about money. Deciding how to produce your video often comes down to budget.

Comparing Explainer Video Production Methods

The table below breaks down the three main ways to get your explainer video made, giving you a clear comparison of the costs and benefits for each.

Production Method	Typical UK Cost (60s Video)	Pros	Cons	Best For
UK Agency	£4,000 - £15,000+	Highest quality, hands-off process, full team of experts (writers, animators, sound designers).	Most expensive option, less direct creative control, longer timelines.	Established businesses with a significant budget looking for a premium, hassle-free result.
Freelancer	£1,500 - £5,000	Good balance of quality and cost, more direct collaboration and control, access to specialised talent.	Requires more project management from you, quality can vary, finding the right person takes time.	Small to medium-sized businesses that want professional quality but need more flexibility on budget.
DIY AI Tool	£20 - £100 / month	Extremely cost-effective, incredibly fast turnaround, full creative control, great for creating videos at scale.	Quality is dependent on the tool and your input, may lack the unique polish of a human artist.	Startups, small businesses, and marketing teams needing to produce content quickly and affordably.

Ultimately, the right choice depends entirely on your specific resources and project goals.

Here’s a closer look at what each path involves:

Collaborate with a UK Agency: This is the premium, all-inclusive option. A good agency handles absolutely everything, from the initial concept and storyboarding right through to the final animation and sound design. It's the most expensive route by far, but it guarantees a professional, polished video without you having to lift a finger.
Hire a Freelancer: This is often the perfect middle ground. You can find incredibly talented UK-based animators and designers on platforms like Upwork or PeoplePerHour. It’s much more budget-friendly than an agency and gives you more direct creative input, though you'll need to be more involved in managing the project yourself.
Use a DIY Video Tool: This is the most accessible and cost-effective path, and it's getting more powerful every day. Tools like our own text-to-video generator let you turn a script into a complete animated video without needing any design or animation skills. It's an incredibly fast and efficient way to produce high-quality content, making it ideal for startups or marketers who need to create a lot of video content without breaking the bank.

Navigating the Video Production Workflow

Right, so you've got your script sorted and a clear visual style in mind. Now it's time to dive into the production phase. This is where the magic really happens—where all the separate threads of visuals, voice, and sound are woven together to tell your story. It might seem like a big job, but if you break it down, you can move from a simple concept to a polished final video without any drama.

The whole point here is to bring your script to life, one scene at a time. It's about turning words on a page into something people can see, hear, and connect with.

Storyboarding Your Narrative

Before you even think about animating, you need a storyboard. Honestly, just think of it as a comic strip version of your video. It’s a visual map that lays out every key moment, showing what's happening on-screen as the narration plays. And no, you don't need to be an artist—stick figures and basic shapes will do the job perfectly.

Actionable Insight: Create a simple table with three columns: 'Scene Number', 'Voiceover Text', and 'Visuals on Screen'. This forces you to align what's being said with what's being shown for every single second of your video.

The main goal is to make sure your visual ideas and your script are in sync. You want the action on screen to perfectly match what's being said. You can find plenty of simple storyboard templates online—even a tool like Canva has some good free ones. Taking the time to do this is a game-changer for catching any pacing problems or awkward visual gaps before you commit to animating.

A solid storyboard gets everyone on the same page, keeps the project moving smoothly, and will save you a world of pain in revisions later on.

Finding the Right Voice

The voiceover is the very soul of your explainer video. It's what sets the tone and forges that crucial connection with your audience. For businesses in the UK, the choice of accent can be surprisingly important. A crisp, Received Pronunciation (RP) accent, for instance, might be just the ticket for a corporate video about financial services, giving it a real sense of authority.

On the other hand, a friendly, regional accent—maybe a warm Mancunian or a gentle Scottish lilt—could be perfect if you're aiming for a more down-to-earth, relatable vibe. The most important thing is authenticity. The voice needs to feel like it belongs to your brand and is speaking directly to your target customer.

If I can offer one piece of advice, it’s this: always invest in a professional voiceover artist. Poor audio is one of the quickest ways to make a video feel cheap. A pro doesn't just bring a great voice; they bring expert timing and intonation that can make your script shine.

Layering in Sound Design

The final coat of polish is your sound design. This covers both your background music and any specific sound effects, and it's a step that people skip far too often. The right music can completely change the emotional feel of your video. An upbeat, optimistic track can make your product feel exciting, while a more thoughtful, low-key piece can lend a sense of genuine sincerity.

Sound effects, when used with a light touch, can add a lovely bit of flair. A simple ‘swoosh’ for a transition or a soft ‘click’ when a button is pressed makes the whole thing feel more alive and engaging. Actionable Insight: Use royalty-free music sites like Artlist or Epidemic Sound. For a small subscription, you get access to thousands of high-quality tracks, which is a much safer and better-sounding option than using free, low-quality music.

It’s these small details that add up to a professional finish. After all, ensuring every element is crisp and clear is fundamental, and you can learn more about how to improve video quality in our dedicated guide.

Ultimately, great sound design is what turns a good explainer video into a great one.

Getting Your Video Seen: A Guide to Maximum Reach and Impact

You've created a brilliant explainer video. That’s a massive step, but it’s really only half the job. The real magic happens when your target audience actually sees it, and for that, you need a smart promotion plan. Without a solid distribution strategy, even the best video will just gather digital dust.

Your website is the obvious first stop. I always recommend placing your new video front and centre on your homepage, ideally "above the fold" so it’s the first thing visitors see. This immediately answers the "what do you do?" question. You can also get more tactical by embedding it on a specific product or service page. This gives potential customers the exact information they need, right when they're considering a purchase.

Optimise Your Video for Search and Social

Beyond your own site, YouTube is a discovery engine you simply can't ignore. Don't just upload your video and hope for the best. You need to treat it like any other piece of content you want found on Google. That means writing a title and description packed with keywords your UK audience is actually searching for. Practical example: Instead of a generic title like "Our New Explainer Video," use "Easy Accounting Software for UK Small Businesses."

Then there's the professional crowd. Sharing your video on a platform like LinkedIn can be incredibly powerful for putting your message in front of key decision-makers in your industry. I find that a short, insightful post that tees up the video is far more effective than just dropping the link. Actionable Insight: Ask a question in your LinkedIn post, such as "Struggling to manage your small business finances? Our 90-second video shows you how to simplify everything." This prompts engagement and frames the video as a solution.

Just look at the numbers for the UK market—they really highlight why this effort is worthwhile. A staggering 98% of UK consumers have watched an explainer video to learn more about a product or service. Even more impressively, 87% said a brand's video convinced them to make a purchase. It's clear the audience is there and ready to engage. You can see more compelling data in these video marketing statistics at Wyzowl.com.

Weave Your Video into Your Marketing Funnels

Your promotion strategy shouldn't exist in a silo. A great way to get more mileage out of your video is to build it into your email marketing campaigns. We’ve seen that simply including an eye-catching thumbnail of the video in an email can seriously boost click-through rates. It draws subscribers to a landing page where the video can work its persuasive magic, nurturing them along the path to becoming a customer.

Finally, you have to measure what you're doing. If you don't track performance, you're just guessing. I always focus on a few key metrics:

View Duration: Are people sticking around to watch the whole thing? This tells you how engaging your video actually is.
Click-Through Rate (CTR): After watching, are people clicking your call-to-action? This is a direct measure of its effectiveness.
Conversion Rate: This is the big one. How many viewers actually signed up, bought the product, or took the final step?

Keeping a close eye on these numbers gives you concrete feedback on what's working and what isn't. For a more detailed walkthrough on creating video content that gets results, take a look at our complete guide on how to make promotional videos.

Common Questions About Making Explainer Videos

When you first dive into making explainer videos, a few questions always seem to pop up. Getting straight answers to these can save you a lot of headaches and help you focus on what really counts. So, let’s get right into the most common ones I hear.

One of the first things everyone wants to know is about the runtime. And they're right to ask – it’s a huge factor in whether people stick around to watch.

How Long Should an Explainer Video Be?

For most situations, the sweet spot for an explainer video is between 60 and 90 seconds. This gives you just enough time to set up the problem your audience is facing, introduce your solution, and wrap up with a clear call-to-action, all before they get distracted.

If you’re creating something for social media, like a Reel for Instagram or a video for TikTok, you need to think much shorter. Aim for a punchy 15 to 30 seconds. The name of the game on those platforms is to deliver your message quickly and memorably.

Of course, the length is just one part of the equation. What you don't do is just as important.

The single biggest mistake I see is people trying to cram everything into one video. You have to be ruthless. Focus on solving one core problem to keep your message crystal clear. Other classic pitfalls are loading it with industry jargon or using a cheap, robotic-sounding voiceover – both are instant credibility killers.

Where Should I Put My Explainer Video?

Where you place your video really depends on what you want it to achieve. If you're trying to introduce your business to first-time visitors, putting the video right at the top of your homepage – what we call 'above the fold' – is a fantastic move. It immediately tells people who you are and what you do.

For explaining a specific product or feature, it makes more sense to embed the video directly on that product’s page. Landing pages are also prime real estate, especially if you're running a specific campaign. We know from plenty of data that a good video on a landing page can seriously boost conversion rates because it clarifies the offer right when someone is deciding whether to act.

Finally, there’s always the budget question: is a professional voiceover really worth the money?

In my experience, a professional voiceover is almost always a smart investment. Your audio quality says a lot about your brand, and poor sound can make viewers tune out in seconds. A pro brings the right tone, pacing, and clarity that connects with people. And if you're targeting a UK audience, getting a genuine British accent is non-negotiable; it makes your message land in a way that feels authentic and trustworthy.

Ready to create stunning explainer videos in minutes without the high cost or complexity? With Seedance, you can turn your script into a polished, professional video using powerful AI. Start telling your story today at https://www.seedance.tv.