Let’s be honest here. You’re probably drowning in a sea of explainer video agencies right now. Each one claims to be the “best” or “most creative” in the business. But here’s the thing – picking the wrong video agency can cost you way more than just money.
I’ve seen businesses waste $15,000+ on explainer videos that never saw the light of day. Animated videos that were so off-brand they made companies cringe. Animation projects that took 6 months to produce when they should’ve taken 6 weeks.
The explainer video production industry is booming in 2025, and that’s both good and bad news. Good because you have options. Bad because… well, you have way too many options. And honestly, most explainer video company aren’t worth your time.
After working with hundreds of agencies and seeing what actually works (and what doesn’t), I’ve narrowed it down to 7 non-negotiable factors that separate the real pros from the wannabes in explainer video production.
1. Look Beyond the Shiny Portfolio – Analyze the Strategic Thinking
Here’s what most people get wrong. They look at an explainer video company’s portfolio and think “Wow, these animated videos look amazing!” But pretty visuals don’t mean much if there’s no strategy behind them.
The best agencies don’t just make videos that look good. They make explainer videos that actually work. You know what I mean? Animation that gets people to take action, not just say “nice animation.”
What to Actually Look For:
Check the storytelling flow: Does each animated explainer have a clear beginning, middle, and end? Can you follow the narrative easily? Or are you confused halfway through?
I’ve noticed that top companies structure their stories in a way that keeps your audience hooked. They don’t just throw fancy animation at you and hope something sticks.
Look for industry-specific knowledge: If you’re in SaaS, find agencies that have worked with other SaaS brands. They’ll understand your jargon and won’t need a 2-hour explanation of what your product does for your marketing efforts.
Style flexibility matters more than you think: Some companies have this cookie-cutter approach where every animated video looks the same. That’s a red flag. Each brand is different, and the animation should reflect that.
Here’s a pro tip: Ask to see their “worst” or most challenging project. How they handled difficulties tells you more about their capabilities than their best work.
At Motionplay Studio, we’ve learned that clients appreciate honesty about challenges. It builds trust and shows we’re thinking strategically, not just trying to impress with flashy work.
2. Dig Deep Into Their Production Process
This is where things get interesting. A lot of video companies talk a big game about their “proven process,” but when you dig deeper, it’s chaos behind the scenes.
You want a production partner that treats your project like a well-oiled machine, not a creative experiment they’re figuring out as they go.
Red Flags in the Process:
Vague timelines: If they can’t give you specific milestones with dates, run. Seriously. You’ll be waiting forever for updates on your animated explainer project.
No clear revision policy: This is huge. Some companies will nickel and dime you for every tiny change to your animation. Others include reasonable revisions in their base service price. Know which one you’re dealing with upfront. For example, at Motionplay, we have an unlimited revisions policy, which is properly outlined.
Poor project management: If you have to chase your production partnership team for updates, that’s a problem. Good agencies keep you in the loop without you having to ask.
I always recommend asking this question: “What happens if we’re not happy with the first draft?” Their answer tells you everything about how they handle feedback and whether they actually care about your satisfaction.
The truth is, even the best companies sometimes miss the mark on the first try. But great agencies have systems in place to fix things quickly without drama.
3. Test Their Communication Style Early
Communication issues kill more explainer projects than bad creative work. And honestly, you can spot communication problems within the first few interactions.
If an agency takes 3 days to respond to your initial inquiry, that’s how they’ll communicate throughout your entire animated video project. Maybe even worse.
What Good Communication Looks Like:
Quick responses: Not necessarily instant, but within 24 hours for sure. Especially during business hours.
Detailed answers: When you ask specific questions about your animation video, you should get specific answers. Not some generic “we’ll handle everything” response.
Willingness to hop on calls: Email is great, but sometimes you need to talk things through with the team. Good agencies make time for real conversations about your explainer video needs.
Here’s something I’ve noticed: The best companies ask YOU questions during the initial consultation. They want to understand your business, your audience, your goals. If they’re just pitching their service without learning about you first, that’s not a good sign.
At Motionplay Studio, we spend the first 30 minutes of every consultation just listening. Because honestly, how can we create something great if we don’t understand what you’re trying to achieve with your marketing?
4. Understand the Real Cost Structure
Let’s talk money. Explainer videos in 2025 typically range from $1,500 to $7,000 per minute. But here’s the catch – that initial quote is rarely what you’ll actually pay.
Hidden costs are everywhere in this industry. And some video companies are sneaky about it.
Common Hidden Costs to Watch For:
Rush fees. Need your animated explainer in 2 weeks instead of 4? That’ll be an extra 25% please. Some agencies are upfront about this. Others spring it on you later.
Extra revisions. Most companies include 2-3 rounds of changes per production stage. After that, you’re paying extra. Make sure you know where the line is drawn for your animation project.
Voice talent upgrades. The “professional” voice in their base package might not be as professional as you think. The voice you actually want for your audience? That’s an upgrade.
Music and sound effects licensing. Some agencies use royalty-free music that sounds… well, free. Better music costs more for your explainer videos.
A transparent company will break down exactly what’s included and what costs extra. No surprises. No “oh, by the way” emails three weeks into the project.
5. Evaluate Their Technical Skills and Innovation
The video production landscape changes fast. Really fast. Companies that don’t keep up with new technologies and techniques get left behind quickly.
You want a production partner that’s ahead of the curve, not playing catch-up.
2025 Technical Must-Haves:
AI integration: The best agencies now use AI for script optimization and workflow efficiency. This doesn’t replace human creativity in animation – it enhances it.
Multi-platform optimization: Your animated video needs to work on websites, social media, presentations, and mobile devices. Each platform has different requirements for video marketing.
Here’s a question to ask: “How do you stay current with new production technologies?” If they can’t give you specific examples of tools they’ve adopted recently, they might be stuck in the past.
The thing is, you don’t need a company that uses every new tool just because it exists. But you do want one that thoughtfully evaluates new technologies and adopts the ones that actually improve results for your messaging.
6. Check Client Relationships and Real Testimonials
Portfolio reviews and price comparisons are important, but client testimonials reveal the actual working experience. And honestly, this is where you’ll uncover the truth about an agency.
But don’t just read the testimonials on their website. Those are obviously cherry-picked.
How to Get the Real Story:
Ask for specific references: Not just any clients – clients who had explainer projects similar to yours. Similar budget, similar timeline, similar complexity for their animation needs.
Check third-party review sites: Platforms like Clutch and DesignRush have verified reviews that companies can’t edit. Much more reliable than website testimonials. A good case study section can also provide insights.
Look for long-term relationships: If a video company has worked with the same brands multiple times, that’s a good sign. It means they deliver results and are pleasant to work with on animation projects.
Here’s a question I always recommend asking references: “What was the most challenging part of working with this agency, and how did they handle it?”
Because let’s face it – every project has challenges. What matters is how the team responds when things don’t go perfectly.
The best agencies turn challenges into opportunities to strengthen the client relationship. The worst ones disappear when problems arise.
7. Look for Strategic Guidance, Not Just Explainer Video Company
This might be the most important tip on this list. The best explainer video agencies don’t just deliver an animation file and disappear. They help you actually use that explainer video to achieve your business goals through effective video marketing.
Think about it – what good is a beautiful animated video if nobody sees it? Or if it doesn’t convert your audience into customers?
What Strategic Support Looks Like:
Multiple format deliverables: You need your explainer videos in different sizes and formats for different platforms. A good service provides these without you having to ask.
Distribution guidance: Where should you post this animation video? How should you introduce it? What calls-to-action work best for your audience? Strategic agencies help with this marketing stuff.
Performance tracking setup: How will you know if the explainer video is working? Good companies help you establish metrics and tracking from day one.
Optimization recommendations. After your animated explainer has been live for a few weeks, the best agencies check in with suggestions for improvement based on actual performance data.
At Motionplay Studio, we’ve found that explainer videos with strategic distribution guidance see 37% higher engagement rates on average. It’s not just about creating great content – it’s about making sure that content actually works for your business through proper video marketing.
The Decision Framework: Choosing the Right Explainer Video Production Partnership
Okay, so you’ve evaluated agencies on all seven factors. Now what? How do you actually make the final decision?
Here’s a simple framework that works:
Create a scorecard: Rate each company on the seven factors above. Use a 1-10 scale. Be honest about the scores.
Weight the factors: Some factors matter more for your specific situation. If you have a tight timeline, communication and process might be more important than technical innovation for your animation project.
Consider the total relationship: The agency with the highest score isn’t necessarily the best choice. Sometimes the team that’s a 7/10 on everything is better than the one that’s a 10/10 on creativity but a 4/10 on communication.
Trust your gut: After all the analysis, you still need to feel good about working with these people for 6-8 weeks on your explainer videos. If something feels off, pay attention to that feeling.
What This All Means for Your Business
Look, choosing the right explainer video company isn’t just about getting a good animated video. It’s about finding a production partnership with someone who understands your business and cares about your success.
The right agency will make the entire process smooth and enjoyable. You’ll get explainer videos that actually move the needle for your business through effective marketing. And honestly, you might even have fun doing it.
The wrong company will stress you out, waste your money, and deliver something that sits unused on your hard drive.
In 2025, with so many options available, there’s no excuse for settling for mediocre animation. Take the time to evaluate agencies properly. Ask the hard questions. Check references. Do your homework.
Your business deserves explainer videos that actually work. And more importantly, you deserve an agency partner who makes that happen without all the drama and frustration that too many brands experience.
The seven tips in this guide aren’t just theoretical – they’re based on what actually separates successful animation projects from disappointing ones. Use them, and you’ll be way ahead of most businesses who just pick the agency with the prettiest portfolio or the lowest price.
Because at the end of the day, the right explainer video can transform how people understand and connect with your business. But only if you choose the right production partner to create it.
