Video has become the dominant language of the internet. In fact, 96% of people have watched an explainer video to learn more about a product or service, and that number keeps increasing. For brands in Africa competing for attention across Instagram, TikTok, YouTube, LinkedIn, and other digital platforms, an explainer video is essential to staying ahead of the competition.
At DottsMediaHouse, we collaborate with brands, leveraging relatable storytelling to connect with their audience and amplify their messaging. So, we have seen the importance of using video content as a primary communication tool, given its ability to deliver far more than written or static content.
In this guide, we’ll walk you through everything you need to know about the process of creating an explainer video for your brand, from ideation to post-production.
What Is an Explainer Video for Brands?
An explainer video is a short, focused video, usually between 60 and 90 seconds. It is designed to explain who your brand is, what problem you solve, and why your audience should care. Think of it as your brand’s elevator pitch, but in video format.
Explainer videos can be animated, live-action, or a mix of both. They work across websites, social media feeds, email campaigns, sales decks, WhatsApp, and even through Traditional touchpoints, making them among the most versatile content assets a brand can produce.
Unlike a product post that fades in 24 hours, a well-made explainer video is evergreen content that educates and converts long after its first post.
Why Your Brand Needs an Explainer Video Right Now
The numbers speak for themselves. According to Wishpond, landing pages with explainer videos convert at up to 86% higher rates than those without. Meanwhile, 63% of consumers say they would most like to learn about a brand through a short video, far ahead of text articles or infographics.
For African brands, especially where storytelling culture runs deep, a well-crafted explainer video can build instant trust and cut through the noise of crowded digital feeds. In addition, as mobile internet usage across sub-Saharan Africa continues to rise, short-form video is the dominant format on platforms like Instagram, TikTok, and YouTube.
How to Create an Explainer Video for Brands: The 3-Phase Process
Creating a great explainer video is not about having the biggest budget, but rather about following the right process. Every professional video production, whether for a startup or a Fortune 500 company, follows the same three phases: pre-production, production, and post-production.
Phase 1: Pre-Production (Lay the Foundation)
The most common mistake brands make is jumping straight to filming or animation without a solid plan. Pre-production is the foundation for great explainer videos.
Define your goal and audience
Before anything else, get crystal clear on two things: what you want the viewer to do after watching, and who exactly is watching. Are you targeting a first-time customer, a business decision-maker, or a returning user? Your message will shift significantly based on the answer. The clearer your audience definition, the stronger your video will land.
Write a punchy script
Keep your script clear and concise. The average video length is. decreased significantly, aligning with the growing popularity of short-form videos. Therefore, aim for no more than 150 to 200 words for a 60-to-90-second video. Read it aloud. If it sounds like a brochure, rewrite it.
Create a storyboard and choose your visual style
A storyboard maps each scene visually before production begins. At this stage, you also decide whether your video will be animated, live-action, or a hybrid. Animation is cost-effective and highly shareable. Live-action builds trust and human connection. Therefore, your brand identity and distribution platform should guide this choice.
Phase 2: Production (BringYour Story to Life)
With your script and storyboard ready, production is where ideas become visuals. This stage involves shooting live footage or building your animation frame by frame.
Whether you are working with a professional production team or a talented in-house crew, a few things remain non-negotiable: good lighting, clear audio, and visuals that stay consistent with your brand identity. According to research, 89% of consumers say video quality directly impacts their trust in a brand.
If you are producing an animated video, this is also where your motion designers bring the approved storyboard to life, adding movement, character design, and on-brand colour palettes. Once your script and storyboard are locked in, production begins. This is where your concept becomes a real video.
Stage 3: Post-Production (Final Asset)
Post-production is where your raw footage transforms into a polished, platform-ready asset. This stage includes editing, sound design, captioning, and final delivery.
You will have to edit the clips to achieve your objectives and cut anything that doesn’t serve your core message. Then layer in background music to set the emotional tone, but keep it subtle. A voiceover should guide the viewer, not compete with visuals. Always add captions, especially to digital content, because a large portion of social media videos are watched without sound, especially on mobile.
Finally, export your video in the right format for every platform. While a portrait video works better on Instagram and TikTok, a horizontal cut works for YouTube. Vertical format dominates TikTok, Instagram Reels. A smart brand repurposes one core video into multiple platform-specific cuts.
Explainer Video for Brands: Real-World Examples That Work
The best way to understand what makes an explainer video work is to look at brands doing it right. We have listed a couple of brands that delivered great, engaging videos, helping their customers navigate their products and brands in our previous article.
Flutterwave
Flutterwave’s product explainer videos do exactly what a great explainer video should. They use clean animation, simple local-based language, and a sharp problem-solution narrative to explain their payment infrastructure to businesses across Africa. See one of their product explainer video.
Darum
Darum is a logistics company that used animation to announce its launch into the market, explaining in quick detail its features and how its services benefit its target audience.
Therefore, every great brand explainer video knows its audience, leads with a problem, and ends with a clear call to action.
Best Practices for Creating a Powerful Explainer Video
- Keep it under 90 seconds
Research shows that videos shorter than 90 seconds retain 50% of their audience. Beyond two minutes, drop-off rates increase sharply. Respect your viewer’s time.
- Lead with the problem, not the product
Your audience doesn’t care about your product yet, especially since you are still new to the market. Instead, they care about their problem. So, when viewers see themselves in your opening line, they will keep watching.
- One video should lead with one message
The biggest mistake brands make is trying to say everything in one video. Instead, pick one clear message that appeals to one audience segment and then add one Call-to-Action (CTA). Save and document your other messages for follow-up videos.
- Collaborate with professionals who understand your market
There is a real difference between a video that looks good and one that drives results. Partnering with a team that understands the African audiences, storytelling culture, digital platforms, and optimising for different touch points ensures your video exists and converts. That is where DottsMediaHouse, the leading 360 media firm for top brands, comes into play to help you connect with your audience and achieve a significant ROI.
Final Thoughts: Your Brand Deserves to Be Noticed
An explainer video for brands should be a part of your core business and marketing asset. When done right, it simplifies your pitch, builds trust with new audiences, and keeps working for you long after you hit publish.
At DottsMediaHouse, we have helped brands build audiences in the millions using short-form and engaging videos. We understand the market, the nuances of digital storytelling, and what it takes to turn a 60 to 90-second video into a viral sensation.
Are you ready to produce an engaging explainer video for your brand? Reach out to us today.
