When you start pricing up an explainer video, you’ll see figures ranging from a few hundred pounds to five figures. So what’s realistic in the UK – and what actually drives the price?
The short answer: for a bespoke, on-brand, 60-second animated explainer, most UK businesses invest between £3,000 and £10,000.
The long answer (below) shows how style, length, and workflow change your quote – and how to get the most value from your budget.
At Media Village, we plan, script, design, and animate explainers for organisations across Lancashire and the UK. From SaaS demos to service explainers and onboarding videos, the pricing patterns are consistent once you know what to look for.
👉 Want the bigger picture on corporate film costs? See our Video Production Cost Guide for Businesses.
🔑 Key Takeaways – Explainer Video Costs (UK)
- Typical range for a 60s explainer: £3,000–£10,000 (sweet spot for most SMEs).
- Style and complexity matter most: motion graphics < character 2D < 3D.
- The first minute costs more – setup (strategy, scripting, style frames) is front-loaded.
- Clear briefs and capped revisions keep budgets predictable (and timelines on track).
🧭 Jump to:
| 💷 Typical UK Price Bands | 🎨 Style-by-Style Pricing |
| ⚙️ Key Cost Factors | 🕒 Timeline & Process |
| ✂️ Reducing Cost | 📈 Marketing Integration |
| 💬 FAQs & Planning | 🧩 Template vs Custom |
What Counts as an “Explainer Video”?
Explainers are short, focused videos that clarify what it is and why it matters – for websites, landing pages, sales decks, social, or onboarding. Most run 45–90 seconds and combine script, voiceover, branded motion graphics, and sound design.
They’re not generic logo stings or long product tutorials – they’re conversion-oriented storytelling.
Typical UK Price Bands (What You Get)
Explainer video pricing isn’t one-size-fits-all – it scales with production depth. Here’s how UK budgets typically break down, from quick internal explainers to fully bespoke animations built for national campaigns.
Budget (£1,200–£3,000)
- Template-led motion graphics, limited customisation, stock icons/illustrations
- Light scripting support, basic VO/music, 1–2 revision rounds
- Best for tight deadlines and internal comms or MVP concepts
Professional (£3,000–£8,000)
- Fully branded 2D motion graphics, custom style frames, refined scripting
- Professional VO + sound design, subtitles, aspect-ratio cutdowns
- 2–3 revision rounds across key stages
- Best value for most public-facing web/paid campaigns
Premium (£8,000–£20,000+)
- Character animation, advanced transitions, mixed 2.5D/3D elements
- Multiple language versions, bespoke music, complex storyboarded scenes
- Heavier discovery, more stakeholder input, rigorous QA for enterprise use
The Main Factors That Influence Cost
Every explainer has moving parts – literally and figuratively. These are the production variables that shape your final quote and where most budgets rise (or fall).
- Length & Scope: More screen time = more scenes, assets, and compositing
- Style Choice: Motion graphics are faster to produce than character-led or 3D
- Creative Complexity: Custom illustration systems, data visualisation, intricate transitions, or heavy compliance checks all add time
- Turnaround: Rush deliveries can add 20–50% due to overtime or parallel workflows
- Voiceover & Music: Professional VO (usage/buyout), licensed tracks, or bespoke composition
- Revisions & Stakeholders: Extra rounds and late scope changes inflate edit time
Per-Second & Per-Minute Benchmarks (Why the First Minute Costs More)
The first 60 seconds carry the setup – discovery, scripting, style frames, VO casting, brand alignment. That fixed effort gets amortised over the duration – so a 30-second video isn’t half the cost of a 60-second one, and the second minute is cheaper than the first.
Indicative UK Benchmarks:
- 30 seconds (custom motion graphics): £2,000–£4,500
- 60 seconds (custom motion graphics): £3,000–£8,000
- 90 seconds (custom motion graphics): £4,500–£10,000
Style-by-Style Pricing (UK)
Not all animation styles are created equal. Each approach brings its own cost curve, creative scope, and use case. Here’s how different styles compare across the UK market.
| Style | Typical Price (per 60s) | Description |
|---|---|---|
| 2D Motion Graphics (no characters) | £2,500–£7,000 | Clean iconography, kinetic type, branded shapes; fast to produce, strong for B2B. |
| 2D Character Animation | £4,500–£12,000 | Character design, rigs, expressive poses; higher story/animation overhead. |
| Whiteboard Animation | £1,500–£5,000 | Great for step-by-step learning, but stylistically dated for many brands. |
| 3D or 2.5D Hybrid | £6,000–£20,000+ | Product visualisation, spatial scenes, rendering time lifts the budget. |
| Live-Action Hybrid | £3,000–£9,000 | Combines screen + footage + graphics; ideal for real-world demonstrations. |
| Screen-Record / UX Demos | £1,200–£4,000 | Crisp UI capture with animated callouts; great for SaaS feature explainers. |
Length, Script & Performance
Length doesn’t just affect runtime – it changes how your story lands. The trick is finding that sweet spot between attention span and storytelling depth.
- Optimal runtime: 60–90 seconds for top-of-funnel clarity (web/paid)
- Rule of thumb: ~130–150 words per 60 seconds (conversational VO pacing)
- Plan variants: produce one master explainer, then cut 30s/15s social edits and square/vertical versions – cheaper than commissioning from scratch
Timeline & Process (Typical)
A well-structured production timeline keeps everything on track – from first script draft to final export. Here’s what a typical 4–6-week workflow looks like.
- Week 1: Discovery, messaging, draft script
- Week 2: Script approval, style frames, VO casting
- Week 3: Storyboard + animatic (timed)
- Week 4–5: Illustration, animation, sound design, subtitles
- Week 6: Revisions, masters, aspect-ratio cutdowns
💡 Rush delivery (≤3 weeks) adds cost and risk; early approvals avoid rework.
How to Reduce Cost Without Hurting Quality
Cutting corners shows. Cutting smartly doesn’t. These are the practical ways to keep your explainer affordable without losing polish or impact.
- Lock the script early – late message changes are the #1 budget buster
- Choose motion graphics (not character or 3D) unless essential to the story
- Batch deliverables: export landscape, square, and vertical in one pass
- Provide brand assets (logos, fonts, UI access) up front
- Cap revisions: agree 2–3 rounds per stage, with time-boxed feedback windows
Template vs Custom (Which Is Right for You?)
Should you go for a quick off-the-shelf template or invest in a fully bespoke animation? It depends on your goals – and how unique your brand story needs to be.
| Option | Pros | Cons |
|---|---|---|
| Template-led | Quick, low cost, fine for internal comms or prototypes | Generic look, limited story flexibility, weak brand distinctiveness |
| Custom | On-brand design system, tailored narrative, stronger conversion | Higher upfront investment, longer lead time |
Where This Fits in Your Marketing Mix
Explainers work best when they’re part of a bigger ecosystem. Here’s how they slot into your wider video strategy, from brand storytelling to paid campaigns.
- Need animated storytelling? → See our Animation Video Production services
- Want polished brand visuals? → Explore Motion Graphics and 2D Animation
- Selling a product? → Our Product Video and Explainer Video services cover demos and feature walk-throughs
- Rolling out across channels? → Our Social Media Content team adapts for every platform
- Already have footage? → Our Video Editing service can elevate and re-cut into explainer formats
FAQs – Explainer Video Costs & Planning
Still wondering how explainer video pricing really works? These are the questions businesses ask most when budgeting for their first (or next) animation project.
How much do explainer videos cost?
Most 60-second custom explainers in the UK land between £3,000 and £10,000, driven by style and complexity.
How much should a 1-minute video cost?
For custom 2D motion graphics: typically £3,000–£8,000. Character-led or 3D will be higher.
How much to charge for a 2-minute video?
Expect a lower per-minute rate after the first minute. For custom motion graphics, £5,500–£14,000 is typical for two minutes, depending on complexity and revisions.
How much should I charge for a 1-minute animation?
If you’re a creator, price by scope: scripting, storyboard, design, animation, VO, music, revisions, and usage. Fixed-fee with defined rounds beats open-ended day rates.
How much to charge for a 60-second video?
Client-side, budget for the sweet spot above. Supplier-side, ensure your quote includes discovery, script, style frames, VO, sound, captions, and masters.
How long should an explainer video be?
60–90 seconds for web or paid use; go shorter (15–30s) for social and retargeting.
How long does it take to create an explainer video?
4–6 weeks is typical. Rush work compresses feedback time and increases cost.
How many words fit in a 2-minute video?
About 260–300 words at a clear, natural pacing.
How big should a 1-minute video be?
Delivery files vary by codec/bitrate – typically 50–150MB for high-quality H.264 web output.
How to create a good explainer video?
Start with a tight problem–solution script, keep visuals simple and on-brand, land a single CTA, and plan variants for each channel.
Ready to Plan Your Explainer?
Whether you need a website explainer video, a SaaS UI walk-through, or cutdowns for paid social, our Lancashire-based video team can help – strategy, script, animation, and rollout included.
📞 Call 01254 300000 or request a tailored quote to get started.
