How to plan an animation

Using laptop with animation video on screen


So you’ve heard some of the benefits on motion graphics? And now you’re keen to jump on the bandwagon and start seeing some of the results for yourself. Maybe you’re an animator who’s looking to have more of a regimented process that helps achieve better results more smoothly than usual?
We’ve put together a handy guide on how to plan an animation, covering everything you’ll need to get your animation project (hopefully with us!) running smoothly whilst giving the best return on investment.

Step One: Your End Goal 

Without a goal, you are most likely wasting your time and hard earned dolla on creating an animation! Your goal should be clearly defined and is ultimately what you want to get out of the animation when you present it to your audience. Simply put, why are you wanting to produce one? A typical end goal we notice is usually to increase brand awareness and boost sales / conversions of a particular product or service

Step Two: Identify Audience

Having identified your goal, you next need need to identify the audience. Generally speaking, if you already have your business up and running you will probably already know your target audience. 

Step Three: Audiences End Goals

Now that you know who your target audience is and what your end goals are, you need to know what your audiences end goals are. Why will they be watching the animation and what do they hope to get out of it? (This is usually finding a solution to their problems through your product or service)  

Step Four: Content / scripting

Now that you know what both parties end goals are, you can move on to drafting the script and planning content ideas. Typically, motion graphics animations are used to explain ideas or concepts (which can often be fairly complex) so it’s important to ensure the way your present your ideas is easy to understand. 
A structure we typically follow is:
  1. Present the problem. For example, there is no free social media schedulers available on the market. Paying for things like hootsuite etc is expensive
  2. Present the solution. For example, Posty Post tackle this by giving you a free alternative to hootsuite etc by replacing the monthly subscriptions with advertising
  3. Additional reasons to purchase. Here, we generally try to gove the audience a number of the key features that we believe they will find useful and entice them into purchasing / finding out more
  4. CTA – where your audience can find out more. This is usually a website (ideally a landing page tailored to what the audience just watched) but may also include a phone number, email or social media links. 

You don’t necessarily need to follow this exact structure, but we have found it to work very effectively. We are still to see an animation which doesn’t include these four elements in one way or another! 

Top Tip

Dependent on the length of your animation, we suggest that you cover no more than four key points in a two minute animation.  

But how long should my script be? 

This really depends on the length of your animation project. For a promotional explainer video which has the end goal of getting sales / conversions and building brand awareness – we suggest a max length of two minutes, although an ideal time of one to one minute thirty. Unless you are providing explainer videos for an already engaged audience this time is usually a good length. 

How do I know how long my video will be? 

When you’re writing your script a good rule of thumb is that 100(ish) words usually makes up a minute in video length – so checking your word count will give you a good indication on the videos end length.

Step Five: Review

Before you launch the animation you should review that the proposed animation content meets your goals. 


We hope that you’ve found our guide on how to plan an animation project is useful! Please get in touch if you’d like to know more about how we usually plan out an animation project – and definitely get in touch if you’re interested in having us do your animation project!

Work With Us

You wont regret it! We’ll guide you through the entire process from start to finish!

Harry Lang

Harry Lang

Founder and Chief of Dab Hand Group. Amongst running the business and undertaking work, Harry also contributes to the blog with tech and marketing related content.

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