With the potential to boost sales by up to 73% and increase your visibility in search results by around 53%, an explainer video is one of the hardest-working assets in your marketing toolkit. But here’s the kicker: even the best-looking video won’t get results if the script doesn’t deliver.
The truth is, your script is the engine room. It’s what drives the whole thing forward — visuals, music, animation, all of it. Nail the script, and you’ve got a video that connects. Miss the mark? No amount of slick design can save it.
Sound intimidating? Don’t worry — we’ve got you. Here’s how to write an explainer video script that feels clear, purposeful, and genuinely watchable.
First: Pick your explainer video type
Not all explainer videos are created equal. Your script will usually fall into one of these two categories:
Problem–Solution Format
This is the go-to formula for most explainer videos. It opens with a relatable problem and lands your product or service as the solution. It’s great for emotionally connecting with your audience early. Just keep the setup short — under 15 seconds if you can — so we get to the point quickly.
Product or Process Overview
This one’s more about walking viewers through a feature, product, or service. Less story-driven, more instructional. These work well when you’re showcasing how something works rather than why it exists. Keep it clean, clear, and useful — and skip the fluff.
OK, so let’s get started. But before we dive right into the word wizardry side of things, let’s start with the most important step…
Tip 1: Know your audience before you write
We know — research isn’t the sexiest part of scriptwriting. But trust us, it’s crucial. You need to know who you’re speaking to and where they are in the sales funnel. Are they discovering your product for the first time? Comparing options? Ready to buy?
Once you’ve nailed that down, define your goal. What do you want them to do after watching — book a demo? Visit your website? Buy now? The clearer your objective, the better your script will perform.
Tip 2: Make your audience feel seen
If your target customer is a small biz owner, show a small biz owner. If they’re a stressed-out startup founder, speak their language. Whether you’re using live-action or an animated explainer video, your characters (and the script) should feel familiar and relatable.
Use their vocabulary. Acknowledge their challenges. If they see themselves in your story, they’ll stick around to hear the solution.
Pro tip: Throughout the script, keep asking yourself:
“How does this make my viewer’s life easier?”
If it doesn’t, cut it.
Once you’ve presented your character, set up the problem and landed your company as the solution, now it is time to explain the how and why. This should be the longest section of your video, and also factor in why your product is superior or different to competitors on the market.
Tip 3: Explain the how — and why it’s awesome
You’ve shown the problem and introduced your product. Now it’s time to explain how it works, and what makes it different. This is usually the longest section of your explainer video script — and where clarity really counts.
Avoid jargon. Stick to plain English. And highlight your edge — whether that’s a clever feature, a smoother process, or a benefit your competitors can’t match.
Tip 4: End with a clear call to action (CTA)
You’ve kept them engaged. Now tell them what to do next.
Whether it’s “Sign up free,” “Book a call,” or “Try it today,” make your CTA strong and simple. If you’ve got multiple campaign goals, consider A/B testing your CTAs to see what converts best.
Tip 5: Keep it simple
This isn’t the time to show off your inner Shakespeare. Great explainer video scripts sound conversational, not clever.
Use short sentences. Skip the fancy words. Write like you talk. Basically, if a 12-year-old (or your sleep-deprived colleague) wouldn’t get it — rewrite it.
Tip 6: Respect their time
Explainer videos work best between 30 seconds and 2 minutes. The longer you go, the harder it is to keep attention.
As a rule of thumb, aim for:
- 130–150 words per minute
- One key idea per section
- A clean pace that feels natural out loud
Pro move: Read your script aloud with a timer. Then factor in breathing space, visuals, and pacing for a voiceover artist. You’ll thank us later.
Tip 7: Let the visuals do their job
This is video content, after all. Don’t make the script do all the heavy lifting. If you can show something instead of explaining it in words, do that.
Sketch out a rough visual plan next to your script — even a basic shot list or storyboard. It’ll help you tighten the writing and make the message clearer.
Tip 8: Think twice before going full comedy
Humour can work brilliantly in explainer videos — when it lands. But if your product is complex, your timeline is tight, or your team isn’t seasoned in comedic writing, tread carefully.
There’s nothing worse than a joke that doesn’t land. Focus on clarity first. Add personality second.
That’s a wrap!
We hope these tips help you write an explainer video script that actually does what it’s supposed to: connects, explains, and converts.
Need help bringing your story to life? Whether it’s scripting, storyboarding or full video production, our team at We Know Video can help. From Sydney to San Francisco, we work with brands all over the world to create explainer videos that make an impact.
Get in touch and let’s make something great.
