You’ve decided to make an explainer video. Great call. But then someone sends you a project timeline and suddenly the excitement turns into confusion. What exactly happens between “we need a video” and a finished, shareable file? How long does each stage take? Who does what?

This guide walks you through every phase of explainer video production, from the first creative conversation to final delivery, so you know exactly what to expect and how to keep things on track.

What Is Explainer Video Production?

Explainer video production is the complete process of creating a short animated or live-action video designed to communicate a product, service, or concept clearly to a target audience. The end result is usually a 60 to 90-second video that answers one question: “What does this business do, and why should I care?”

The production process follows a structured sequence of stages, each building on the last. Skip or rush one stage, and the effects show up downstream, usually in the form of costly revisions.

How Long Does Explainer Video Production Take?

The full production timeline for a typical animated explainer video runs between 3 to 8 weeks, depending on the video length, animation style, number of revision rounds, and how quickly the client responds during review stages.

Here is a quick breakdown before we go deep:

Now let’s break down each stage properly.

Stage 1: Discovery and Creative Brief (Days 1–5)

Every explainer video starts with a conversation. The production team needs to understand your business, your audience, and what you want the video to accomplish.

This stage typically includes:

• A kickoff call or creative questionnaire
• Identifying the core message and call to action
• Defining the target audience
• Choosing the animation style (2D, motion graphics, whiteboard, 3D, etc.)
• Setting a tone (professional, playful, educational, cinematic)
• Reviewing reference videos the client likes

The output is a creative brief, a short document that acts as the anchor for every creative decision that follows.

What causes delays here: Unclear goals. If a client isn’t sure what the video should accomplish or who it’s for, the team will produce something that doesn’t land. Spend real time on this stage.

Stage 2: Scriptwriting (Days 6–12)

The script is the foundation of the entire video. A weak script makes animation harder, voiceover worse, and the final video less effective, regardless of how polished it looks.

A professional explainer script for a 60-second video runs around 150 words. A 90-second video sits closer to 225 words.

The scriptwriting stage usually goes like this:

1. The writer drafts a version based on the creative brief
2. The client reviews and gives feedback
3. One to two revision rounds follow
4. The script is locked before any other work begins

Why the script must be locked before animation: Changing a line of script after animation begins means re-animating scenes. This costs both time and money. Locking the script is a non-negotiable step, not a formality.

Stage 3: Storyboarding (Days 13–19)

Once the script is locked, the storyboard maps out every scene visually. Think of it as a comic-book version of your video. Each panel corresponds to a line of narration and shows what will appear on screen.

Storyboards are usually rough sketches, not polished artwork. Their job is to confirm that the visual storytelling matches the script before anyone starts animating.

During this stage, the client should check:

• Does each scene match the corresponding line of narration?
• Are key messages getting enough screen time?
• Is the pacing right? (Too many cuts, or scenes that drag?)

Common mistake: Approving a storyboard without reading it alongside the script out loud. The two need to work together, not just independently.

Stage 4: Style Frames and Visual Design (Days 20–24)

Style frames are fully designed, static frames that establish the visual look of the video. Colors, typography, character design, background style, and illustration approach all get defined here.

This stage answers the question: “What will this video actually look like?”

A typical delivery includes two to three style frames showing different scenes from the video. Once the client approves the visual direction, the animation team uses these as the design spec for the entire project.

At studios like Frame Makerzzz, which handles 2D animation, 3D animation, and motion graphics under one roof, the style frame stage often involves matching the brand’s existing visual identity so the final video feels like a natural extension of the company’s look.

Stage 5: Voiceover Recording (Days 21–25, runs parallel to design)

Voiceover recording usually happens alongside or immediately after storyboarding, since the animation will be timed to the voiceover track.

The process:

1. The client selects a voiceover artist from a shortlist (gender, accent, tone)
2. The selected artist records the approved script
3. The production team reviews for pacing, pronunciation, and energy
4. One round of re-recording is typically included if needed

Some clients provide their own voiceover artist. If that’s the case, the production team gives the artist specific timing guidance to make sure the delivery fits the intended video length.

Pro tip: Don’t ask the voiceover artist to speed up or slow down significantly from a natural delivery. It always sounds unnatural on the final video. Instead, tighten the script if the timing is off.

Stage 6: Animation (Days 25–44)

This is the longest and most resource-intensive stage of explainer video production. The animation team takes the approved storyboard, style frames, and voiceover audio and builds the video scene by scene.

For a 60-second 2D animated video, professional studios typically need 10 to 15 working days. A 90-second video with complex motion can push to 20 or more days. 3D animation takes longer still.

Animation is delivered in rounds:

• Round 1: A rough animation cut, sometimes called the “first pass,” which confirms scene timing and transitions
• Round 2: A polished animation cut after client feedback
• Final cut: Incorporates any remaining minor adjustments

What slows animation down: Feedback that changes the concept (not just polish), late script edits, or unavailable key contacts on the client side during review windows.

Stage 7: Sound Design and Background Music (Days 43–46)

Sound design adds sound effects that bring the animation to life, such as the click of a button, a notification ping, or a swoosh as text flies in. Background music sets the emotional tone of the video.

Most productions use licensed music tracks from subscription libraries to avoid copyright issues. The music is mixed at a level that complements the voiceover without competing with it.

This stage is often underestimated by first-time clients. A video with strong sound design feels professional and complete. Without it, even excellent animation can feel flat.

Stage 8: Final Review and Delivery (Days 47–52)

The final video is delivered for one last review round. At this point, feedback should focus on quality checks, not concept changes. Things to look for:

• Audio sync with animation
• No spelling errors in text on screen
• Color accuracy (does it match approved style frames?)
• Correct logo, phone number, website, or other brand details

Once approved, the production team exports the final file in the formats the client needs, typically MP4 at 1080p, and sometimes additional formats for social media or web embedding.

Teams like Frame Makerzzz deliver files ready for YouTube, LinkedIn, website embeds, and presentations, so clients don’t need to worry about technical export specs.

Factors That Affect the Overall Production Timeline

Several variables can push a project shorter or longer than the typical range:

Faster:

• Client responds to review requests within 24 hours
• Script is strong from the first draft
• Visual direction is clear (good references provided)
• Single point of contact on the client side with authority to approve

Slower:

• Multiple rounds of script revisions
• Internal disagreements on the client side
• Late changes to visual style after animation begins
• Extended approval chains involving legal or executive review

The single biggest contributor to timeline overruns isn’t the production team. It’s review delays on the client side. Building that awareness into your project plan makes a real difference.

Types of Explainer Videos and How They Affect Timelines

The animation style you choose has a direct impact on production time:

2D Character Animation: The most common style. Moderate production time. Works well for storytelling and audience-focused messaging.

Motion Graphics / Infographic Style: Faster to produce than character animation because there are no characters to design. Good for data-heavy or process-driven content.

3D Animation: Longest production timeline. Best for product visualization, industrial explainers, or content where physical depth and realism matter.

Whiteboard Animation: Relatively quick to produce. Works well for educational content and training videos.

Live Action with Motion Graphics: Involves a shoot day plus post-production. Timeline varies significantly based on location and cast.

How to Prepare Before Production Starts

Getting prepared before you kick off production saves time at every stage that follows. Here’s what to have ready:

• A clear one-sentence description of what your product or service does
• Three to five competitor or reference videos you like (and a note on why)
• Your brand guidelines (colors, fonts, logo files)
• The key message you want viewers to take away
• The call to action at the end of the video
• Names and contact details of all internal stakeholders who need to approve work

Showing up to the kickoff call with this information ready cuts the discovery stage nearly in half.

Understanding the full production timeline before you start means fewer surprises, better planning, and a smoother experience for everyone involved. Each stage serves a specific purpose, and skipping or rushing one always creates a problem somewhere down the line.

If you’re planning an explainer video for your business, the best first step is a detailed brief and a realistic timeline built around your review capacity, not just the production team’s schedule.

FAQs About Explainer Video Production

Q1: How long does explainer video production take from start to finish? 

Most animated explainer videos take between 3 and 8 weeks from kickoff to final delivery. The timeline depends on video length, animation style, and how quickly both sides respond during review stages. Simpler motion graphics videos can finish faster than complex 3D animations.

Q2: What is the ideal length for an explainer video? 

Most marketing explainer videos perform best between 60 and 90 seconds. This length gives enough time to explain the core value proposition, introduce a problem and solution, and end with a clear call to action, without losing viewer attention.

Q3: Can I make changes to the script after animation has started? 

Script changes after animation begins cause cascading rework and extend the timeline. Most production agreements allow script revisions only up to the storyboard approval stage. Locking the script early is always the better path.

Q4: Do I need to provide a voiceover artist or does the production company supply one?

Most production companies, including Frame Makerzzz, provide a shortlist of voiceover artists for clients to choose from. You can also bring your own artist, but the team will need to brief them on timing and delivery style to make sure the recording fits the video.

Q5: How many revision rounds are typically included in explainer video production? 

Most professional studios include two revision rounds at the script stage and two at the animation stage. Revisions that change the original concept or require re-animating scenes may be quoted separately. Clarify this in your contract before production begins.