Explainer Video Script Secrets

Creating an explainer video sounds easy—until you sit down and try to write the script. Suddenly, you’re staring at a blank page, wondering how to explain your product or service in a way that’s engaging, clear, and actually gets people to take action. If you’ve been there, you’re not alone.

The script is the foundation of any explainer video. It’s the message, the hook, and the call to action all rolled into one. Without a solid script, even the most expensive animation or slick visuals won’t save your video from falling flat. So what’s the secret to writing one that works?

Let’s dive into the simple, not-so-secret secrets of crafting explainer video scripts that connect with your audience and drive results.

What Makes a Great Explainer Video Script?

Before jumping into how to write one, let’s break down what makes a great script. Think about your favorite explainer videos. What do they have in common?

• They’re short and focused
  Good explainer videos don’t try to say everything at once. They focus on one clear message and build around it. If you try to cover too much, you’ll lose your audience.
• They speak directly to the viewer
  Great scripts feel personal. They make the viewer feel like the video was made just for them. It’s not a corporate monologue—it’s a conversation.
• They solve a problem
  Most viewers don’t care about features. They care about benefits—how your product or service solves their problem. Your script should start with the problem, introduce the solution, and show why it works.
• They end with a clear next step
  Every explainer script needs a call to action. Whether it’s visiting a website, signing up, or making a purchase, the ending should make it easy for the viewer to take the next step.

These may sound obvious, but when you’re writing a script, it’s easy to get lost in the details. That’s why having a structure helps.

The Classic Explainer Script Formula

There’s a reason many explainer scripts follow a similar flow—it works. Here’s the tried-and-true structure that simplifies the process and keeps you on track:

• Hook the viewer
  You have a few seconds to get someone’s attention. Start with a question, a surprising fact, or a relatable problem. This sets the tone and makes the viewer want to keep watching.
• Introduce the problem
  Speak to a challenge the viewer faces. Make them nod their head and think, “Yes, that’s me.” Be specific and empathetic.
• Present the solution
  Here’s where you introduce your product, service, or idea. Show how it solves the problem. Focus on benefits, not just features.
• How it works
  Break it down into simple steps. This is where animation or visuals can really help. Keep it clear and avoid jargon.
• Call to action
  Wrap it up with a strong call to action. Tell the viewer what to do next and what they’ll gain by doing it.

This formula keeps things logical and flows naturally. You don’t have to follow it word for word, but it’s a great base.

Writing Tips That Make Your Script Stand Out

Now that you know the structure, let’s talk about the actual writing. How do you make your words come alive and hold your viewer’s attention?

• Keep it conversational
  Write how you speak. Read it out loud—does it sound natural? If not, rewrite it. Avoid stiff or overly formal language. You’re not writing a textbook.
• Use simple language
  Even if you’re explaining something technical, keep the words easy to understand. Think clarity over cleverness.
• Stay brief and focused
  Aim for 60–90 seconds in total runtime. That’s around 150–200 words. Every sentence should earn its place.
• Use “you” language
  Talk to the viewer directly. It’s more engaging than saying “users” or “customers.”
• Add light humor or personality
  Don’t be afraid to be human. A touch of humor or playfulness can go a long way—just make sure it fits your brand.
• Repeat key ideas
  Repetition helps retention. Reinforce the main benefit or action at least twice in the video.
• Think in visuals
  As you write, imagine how each line could be visualized. Could it be animated? Could it be illustrated with icons or real footage?

These small choices in your script make a huge difference in how your message comes across.

Table: Common Script Mistakes and How to Fix Them

FAQs About Explainer Video Scripts

What’s the ideal length of an explainer video script?
Most explainer videos range from 60 to 90 seconds. That translates to about 150–200 words. Any longer, and you risk losing attention.

Should I write the script before the storyboard or after?
Always start with the script. It’s the foundation. Once it’s solid, you can move on to visuals and storyboarding.

Can I use humor in my script?
Absolutely—but make sure it fits your brand. Humor works best when it’s subtle, relatable, and not forced.

What’s more important—explaining features or benefits?
Benefits. Viewers care about how your product makes their life better, not just what it does.

How can I test if my script is working?
Read it aloud. Better yet, record a voiceover and listen back. You’ll catch awkward phrasing or dull sections right away.

Is it okay to use jargon?
Only if your audience understands it. When in doubt, use plain language. Simplicity is power.

Conclusion: Your Script Is the Heart of Your Video

At the end of the day, your script is more than just words—it’s the heartbeat of your explainer video. It sets the tone, drives the story, and guides the viewer toward action.

Don’t overthink it. Keep it clear, personal, and purposeful. Focus on helping your audience, not impressing them. The best explainer videos don’t just explain—they connect, convince, and convert.

And remember, even the pros don’t get it perfect on the first try. Write. Rewrite. Read it out loud. Tweak. Test. That’s where the real magic happens.

Once you’ve nailed the script, everything else—animation, voiceover, visuals—starts to fall into place. So take your time, speak from the heart, and trust that a strong script can do more than explain. It can inspire.