Explainer Videos

London: 020 8050 1265 | Norwich: 01603 358145 | Email: hello@curveball-media.co.uk

We design beautiful, compelling and engaging animated explainers that make an impact and deliver a result. Whether that’s more leads and conversions on your website, better engagement with your customers or something else.

Happy clients…

Curveball Client 5 Star Review

“Such a wonderful company to work with.”


“Curveball were quick to understand our needs and to develop a video which turned out to be extremely well received throughout the company.”


“A great creative agency who came up with a new concept animation for us to use across our marketing channels, at conferences/exhibitions, on our website, and the assets are being integrated into some of our marketing collateral.”

Discovery Channel

Cost, length, lead time and process

From writing the script and storyboards, to designing the look and feel, animating and filming – we do it all in-house. When it comes to length, cost and lead time, the answer is: it depends. Because everything we make is tailored to each client’s objective, brand and audience. No two explainer videos are the same.

Our Video Guide has the detail about each step of the process, lead times and examples of visual styles, storyboards, lead times and prices. Or drop us a line and tell us about your project and the sort of explainer video you’re looking for and we’ll figure out the best approach and put a quote together for you.

Get in touch with Curveball Media

What are explainer videos?

Explainer videos are quite literally a video that explains something in a simple and succinct way. It could be a new product or service, a complex piece of technology, a process, a policy or even a point of view. You can pretty much create an explainer to explain anything you want. They can be animated, live action film or a combination of the two.

You can see more examples of explainer videos in our Animated Explainers portfolio.

What they are NOT

Explainer videos aren’t adverts or commercials. Some people do use them in that way, but we don’t recommend it. Because the purpose, placement and audience’s mindset are very different for ads compared to explainers, which means ads have to be scripted and structured in a different way compared to explainers.

An ad is interrupting someone’s viewing, so the first few seconds have to be written and designed to be eye catching and disruptive because they’re trying to divert the audience’s attention away from whatever is they were doing. Imagine your customer is scrolling through their social media feed, looking for updates about their friends and family. They’re not scrolling to find and watch ads. So an ad has to take that into account and be very salient in how it looks, sounds and feels before anyone will pay attention to it.

Whereas, if a customer has logged onto your website to find out more about your product or service, for example, they have already decided to give you their attention, which means the script, sound and visuals of your explainer video don’t need to focus on disrupting and capturing attention in the first few seconds. They need to focus on stimulating and maintaining the audience’s attention instead.

Who uses them?

Anyone and everyone can use an explainer. But typically, they’re used in PR, marketing and brand campaigns, as part of a communication strategy that has a specific purpose, audience and placement in mind. Those are the three most important things to consider at first, because they affect how the video is made and how well it performs.

Where can I use them?

We call this “placement”. And it’s crucial to define at the beginning. Because it affects how the video the script, sound and visuals are designed and structured. For example, most people don’t tend to play a video with the sound on in Facebook, but it’s the opposite in YouTube. So thinking about where you want to publish your explainer will affect the sound design and whether or not you need sub-titles.

Similarly, if you want to play your video on a large screen on your exhibition stand, to capture people’s attention as they walk towards you, the video needs to be designed with that in mind. Or if you want to present the video on a laptop to a customer as part of a sales pitch, again, the video needs to be designed with that placement in mind.

How can I use them?

In principle, explainer videos are best used when you know they will serve a clear purpose, have a clear and measurable outcome, and add value to your audience. Which means you have to have a clear idea of what you want to achieve with your video, who it’s aimed at, where you want to publish it and how to measure its performance.

We’ve put together a Video Briefing Form to help you answer these questions. Lots of our clients say it helped them to think of things they hadn’t thought of.

How can I know if it was successful?

That depends on what you mean by success. And even if we’re talking about return on investment, that doesn’t have to equate to a specific number of sales necessarily. A return can be anything you define to be of value to you, in relation to what your objective was.

For example, If you wanted to use an explainer on your website as a way of encouraging people to engage more deeply with you – and stay on your website rather than leave to visit a competitor’s site – then your return on investment could be an increase in sessions or length of session.

How can I measure it?

There are lots of metrics you can use to measure your explainer’s performance: retention rate, number of views, number of unique views, number of click-throughs, number of enquiries etc. But the key thing to decide first is what outcome you want to achieve, and then choose the metric that will tell you if it’s been achieved. Video publishing platforms, like YouTube and Vimeo have some useful insight about how to measure video performance. Social platforms like Buffer, Facebook and Twitter have their own measurement tools as well.

How should an explainer be structured?

Whilst every video is different, for the majority we use a structure which leads the viewer on a journey from relating to their current situation and thinking, through to giving them a desire to take action. Typically the script will walk the viewer through these stages: problem, pain, solution, promise, proof and a call to action. If it’s not a problem then it’s an opportunity. Our blog article has more on this and shows you how to write an explainer script that doesn’t bore people to death.

How NOT to use explainer videos

Don’t use an explainer as an ad. It’s not an ad. If you do decide to use the same video in multiple channels for different reasons, it’s vital not to expect the same result. An explainer video needs to be designed, written and structured with one particular purpose, placement and audience in mind. We don’t recommend a one-size-fits-all approach. Other than that, don’t launch it and leave it. You have to promote your video and make people aware it exists if you want them to watch it.