How do you prepare for an animated video?
You've made up your mind: you're going to have an animated video made. But what's next? What do you need to provide? How do you write a briefing? And how much do you actually have to come up with on your own?
The short answer: less than you think. A good animation studio takes a lot of the work off your hands. But the better you prepare, the faster the process will go and the more accurate the final result will be.
In this article, we share the steps that we consider to be the most effective, based on more than 15 years of experience and hundreds of animation projects.
80%
Internet traffic
Of all internet traffic in 2026, video will account for
1200%
More shares
Video on social media vs. a combination of text and images
2×
Staying on the site longer
Visitors stay twice as long when there is a video on the page
95%
Remember
95% of a video message is remembered, compared to 10% for text
Step 1. Start with the goal, not the image
The most common mistake in a briefing is to start by describing what the video should look like. "We want something with characters and a cheerful style." That's a preference, not a briefing.
Start with the goal. What should the viewer know, feel, or do after watching? Does an employee need to understand a new process? Does a customer need to gain confidence in your product? Does a citizen need to understand a new regulation?
Once the goal is clear, the style will follow naturally. We’ll advise you on which visual approach best suits your message and target audience.
Step 2. Know Your Target Audience
An animation for new employees requires a different tone than one for city council members. A video for technicians can contain more technical jargon than one for consumers.
Ask yourself three questions. Who will be watching the video? What do they already know about the topic? And in what context will they be watching it: on a phone on the train, at a trade show booth, or in a conference room?
The answers determine the length, pace, language, and visual complexity.
What is the purpose of the video?
Inform, persuade, instruct, or motivate?
Who is the target audience?
Employees, customers, citizens, students?
What does the viewer already know?
Do you have to start from scratch, or can you build on what you already know?
Where is the video being watched?
Website, social media, presentation, LMS, trade show booth?
Do you have any brand identity materials available?
Logo, colors, fonts, brand guide?
Do you have any substantive documents?
Policy documents, presentations, product information, FAQs?
Is there a deadline?
Launch, campaign kickoff, event?
Step 3. Gather your content
You don't have to write a script. We'll take care of that. Of course, you're welcome to if you'd like. We do need input on the content, though. A clear briefing helps us tremendously during the animation process.
Please submit the following if you have them:
Substantive Documents
Policy documents, product brochures, presentations, or FAQ lists. It doesn't have to be perfect—it's the content that matters.
Corporate Identity Materials
High-resolution logo, color palette, fonts, and, if needed, a brand guide. We’ll design the animation entirely in line with your visual identity.
Examples for Inspiration
Animations that resonate with you. Not to copy, but to provide direction. Comments like “I like this pace” or “this style suits us” help us tremendously.
Restrictions or requirements
Specific platform, maximum length, or legal restrictions on certain claims? Please let us know in advance.
Step 4. Keep it short
The most powerful animations are almost always the shortest. A good explainer animation lasts 60 to 90 seconds. That may seem short, but it’s more than enough to tell a single, clear story.
It's very tempting to cram everything into a single video. Our advice: don't do it. Choose the most important point and explain it as clearly as possible. Everything you leave out makes the video stronger.
Do you have a lot to say? If so, a series of short animations is often more effective than one long one.
Step 5. Trust the process
At Explainit, you’ll go through a set production workflow that we’ve refined over more than 15 years. The briefing is followed by the script, the storyboard, and the animation. You can provide feedback at every step.
We offer unlimited revisions within the scope of the project. In practice, two rounds of feedback are usually sufficient, since we establish a shared understanding of style and direction early on. If a major change in direction is needed that falls outside the original agreements, we’ll discuss it in advance and transparently agree on any additional costs. No surprises afterward.
We'll discuss your goal, target audience, and message. You'll share your content ideas and brand guidelines. During this conversation, we'll work together to determine which style and approach are the best fit.
We’ll write the script based on your briefing. It will be clear, to the point, and tailored to the chosen style. You’ll receive the script for review and provide feedback before we move forward.
We map out the visual story, scene by scene. This way, you can see exactly what the animation will look like and provide feedback on the visual style before we start animating.
We record the voice-over before we start animating. That way, we can synchronize the animation precisely with the rhythm and timing of the voice. This makes the final result much more natural.
All illustrations are custom-designed to match your brand identity and come to life with motion, timing, and sound effects. No templates, no stock illustrations.
The final video will be delivered in MP4 format, optimized for the web and all platforms. We retain project files for 5 years in case any future adjustments are needed.
What You Don't Need to Do
We’re happy to take as much of the work off your hands as possible. Just give us a clear briefing up front, and we’ll take care of the rest—from design to booking the voice-over artist of your choice. So having an animated video made doesn’t have to be stressful.
Ready to get started?
The best way to prepare is to have a brief conversation. Call us at 0318 240 092 or email us at hallo@explainit.video. We’d be happy to discuss the best approach with you, with no obligation.
Or use our free cost calculator to get an estimate of how much your animated video will cost.
Bas van Maanen
Founder of Explainit
Bas is the founder of Explainit, an animation and video production company based in the Ede region. With over 15 years of experience in animation and video production, he has completed hundreds of projects for clients such as KPMG, Erasmus+, the Municipality of Ede, and Yellowtail. Explainit deliberately works with a small team and brings in the right specialists for each project. This keeps the lines of communication short, the quality high, and the rates fair. Do you have questions about this article, or are you curious about what video can do for your organization? Feel free to contact us.