How to Choose an Explainer Video Studio
What separates a reliable explainer video studio from a generic one, what questions to ask before you commission, pricing tiers explained, and the red flags that are easy to miss.
What an explainer video studio actually does
An explainer video studio manages the entire process of turning an idea or product message into a finished animated film. That process typically involves scriptwriting, storyboarding, visual design, animation, voiceover direction, music sourcing or composition, and sound design.
The division of labour varies considerably between studios. Some handle everything under one roof. Others have strong animation capability but outsource scriptwriting or sound. Understanding which parts of the process a studio owns directly - and which they subcontract - is a useful early question.
Most commissions begin with a brief or discovery call, move through script and storyboard approval, then into design and animation, before finishing with sound and final delivery. Each stage has its own approval point, and the pace of the whole production is often dictated by how quickly the client can provide feedback at each one.
Six things that separate good studios from generic ones
They can write the script
Script structure is where most explainer videos either succeed or fail. A studio that can research, draft, and refine a script is significantly more valuable than one that simply animates what you hand them. Ask directly who writes the script and whether this is included in the quote or charged separately.
They can show you full films, not just reels
Showreels are curated highlights. A complete explainer video from title to end card reveals pacing, structural thinking, and how a studio handles the middle section - where most explainers lose their audience. Ask to see at least one complete film before committing.
They ask good questions before quoting
A studio that issues a detailed quote within hours of your first email, without engaging with the brief, is guessing. The studios with the most considered processes typically ask about audience, placement, approval chains, and timeline constraints before pricing anything.
Their style is flexible, not fixed
Studios with a genuinely flexible visual range can adapt to your brand system rather than bending your brief to fit their house style. Look for evidence of stylistic range across their portfolio - not just variation in colour palette, but in character design, layout logic, and motion language.
They are transparent about timelines
A trustworthy studio gives you an honest production schedule, including where client delays can affect delivery. Studios that promise unusually fast turnarounds without caveats are either using templates or planning to rush the animation stage - both of which show in the final film.
They have relevant sector experience
Explainer videos for financial services, healthcare, or regulated industries have different requirements to those for consumer tech or gaming. Studios with experience in your sector will navigate approval processes, compliance language, and audience expectations more efficiently.
Questions to ask before you commission
The conversation before a contract is signed is one of the most useful indicators of how a studio will behave during production. These questions help surface process clarity, expectation alignment, and potential problem areas early.
- Can you show me a complete explainer video from start to finish - not a highlights reel?
- Who writes the script, and is that included in this quote?
- How many revision rounds are included at the script, storyboard, and animation stages?
- Who will be my main point of contact throughout production?
- Is voiceover included, and how is the voice talent selected?
- Is the music licensed for the platforms where the video will be used?
- What happens if internal approvals on our side cause delays?
- What files will be delivered at the end, and in what formats?
- What does the process look like if we need changes after final delivery?
- Have you worked with clients in our sector before?
Pricing tiers and what drives cost
Explainer video pricing varies considerably depending on animation style, studio tier, script complexity, and the number of approval rounds built into the process. The table below gives a representative overview of what to expect at each level of the market.
| Tier | Typical cost (60 sec) | What you get | Best for |
|---|---|---|---|
| Template / platform | £500 - £3,000 | Pre-built assets, limited style options, fast turnaround | Internal comms, early-stage startups with limited budget |
| Mid-market studio | £5,000 - £12,000 | Custom script, bespoke design, professional voiceover | SaaS, product launches, B2B marketing |
| Established studio | £12,000 - £25,000 | Full creative development, character animation, sector expertise | Regulated industries, enterprise marketing, broadcast-quality briefs |
| Premium / brand studio | £25,000+ | Cinematic quality, proprietary style, integrated brand systems | Large brand campaigns, global rollouts, award-calibre work |
What drives cost up
- Character animation - Rigged characters with lip-sync and performance take significantly longer to animate than motion graphics or icon-based design
- 3D animation - Modelling, rigging, lighting, and rendering add cost at every stage relative to 2D
- Multiple versions - Adapted cuts for social, subtitled versions, or multiple language dubs all add to the final cost
- Tight timelines - Rush fees are common when delivery is required in under three weeks
- Script complexity - Highly technical subject matter requires more research, more drafts, and more review rounds
What drives cost down
- Providing a solid brief upfront reduces discovery and revision time
- Having brand assets (style guides, approved fonts, colour palettes) ready from day one
- Consolidating stakeholder feedback so the studio receives single sets of notes rather than multiple rounds from different approvers
- Flexible timelines that allow studios to schedule work without overtime
Red flags in studio selection
Most production problems are predictable. These warning signs, visible before a contract is signed, tend to indicate studios that will struggle with complex briefs, tight timelines, or demanding clients.
- The portfolio shows only showreel clips - no complete films are available to watch
- The studio cannot clearly explain who writes the script or who owns the project during production
- The quote arrives within a few hours with no follow-up questions about the brief
- Revision rounds are not clearly defined in the contract or proposal
- The studio cannot provide a reference from a recent client in a similar sector
- The production timeline does not account for client approval time at each stage
- Music and voiceover licensing terms are vague or not addressed in the proposal
- Communication before signing is slow, disorganised, or handled by multiple people without clear ownership
What a good production process looks like
A reliable explainer video production process moves through clearly defined stages, each with a sign-off point before the next begins. This structure protects both sides - it prevents the studio from building on a foundation the client hasn't approved, and it prevents clients from requesting changes late in production when they are expensive to implement.
| Stage | What happens | Client involvement | Typical duration |
|---|---|---|---|
| Discovery and brief | Studio clarifies audience, objective, tone, placement, and any brand constraints | High - answers needed quickly | 2-5 days |
| Script | Studio drafts the voiceover script and copy; client reviews and approves | High - approval required before design begins | 5-10 days |
| Storyboard | Visual structure of the film is mapped frame by frame | Medium - approval required before animation | 5-8 days |
| Design and style frames | Key frames are designed to establish visual look and feel | Medium - approval required before full animation | 5-10 days |
| Animation | Full film is animated to picture lock | Low - review at end of stage | 10-20 days |
| Voiceover and sound | Voiceover recorded and mixed; music and sound design added | Low - review at delivery | 3-7 days |
| Final delivery | Approved master files, subtitles, and any platform-specific versions delivered | Final sign-off | 1-2 days |
Studio versus freelancer
Both studios and freelancers produce explainer videos. The right choice depends on budget, brief complexity, timeline, and how many stakeholders are involved on the client side.
| Studio | Freelancer | |
|---|---|---|
| Script capability | Usually included | Varies |
| Style range | Broad | Specialist |
| Single point of contact | Yes | Yes |
| Voiceover and sound in-house | Usually | Rarely |
| Capacity for fast turnaround | Higher | Dependent on workload |
| Continuity if key person unavailable | Yes | No |
| Cost for equivalent quality | Higher | Lower |
| Best for complex, multi-stakeholder briefs | Yes | Rarely |
Freelancers can be an excellent choice for simpler projects with clear briefs, flexible timelines, and a single decision-maker on the client side. For enterprise briefs, regulated industries, or projects with multiple approval stakeholders, a studio's project management infrastructure generally reduces risk considerably.
Hocus Pocus Studio is a BAFTA-nominated animation studio based in London and New York, producing explainer videos for technology, finance, healthcare, and enterprise clients.
View explainer video workFrequently asked questions
How much does an explainer video cost?
Explainer video costs range from around £3,000 for simple template-based work to £40,000 or more for bespoke, character-led animation from an established studio. Most mid-market commissions from professional studios sit between £8,000 and £20,000 for a 60 to 90 second film. Cost is driven by animation style, script complexity, voiceover, music, and the number of revision rounds included.
What should I look for in an explainer video studio?
Look for a studio with a clear scriptwriting process, demonstrable style range, transparent production timelines, and a portfolio of complete films rather than showreels alone. Studios that ask good questions before quoting are generally more reliable than those who quote immediately without engaging with the brief.
How long does an explainer video take to produce?
Most bespoke animated explainer videos take between four and eight weeks from confirmed brief to final delivery. Simple motion graphics can be completed in two to three weeks. Complex character animation, 3D, or multi-language versions typically take eight to twelve weeks. Rushed timelines almost always result in compromised quality or additional cost.
Do I need a script before approaching a studio?
No. Most professional explainer video studios include script development as part of their process. You should arrive with a clear objective, an understanding of your audience, and any key messages you need to convey. A good studio will use this to structure and write the script for you. Arriving with a finished script can sometimes constrain the creative process.
What is the difference between an explainer video studio and a freelancer?
A studio brings script, design, animation, sound, and project management under one roof. A freelancer typically handles one or two of these disciplines and subcontracts the rest, which can introduce inconsistency in quality and communication. Studios tend to be more reliable for complex briefs, tighter deadlines, and projects with multiple stakeholders.
What questions should I ask an explainer video studio before commissioning?
Ask to see a complete explainer video from start to finish (not a highlights reel). Ask who writes the script and whether that is included in the quote. Ask how many revision rounds are included at each stage. Ask who will be your main point of contact throughout. Ask whether voiceover and music are included or quoted separately. Ask what happens if you need changes after delivery.