Guide · Explainer Video · Scriptwriting
The script is the heart of every explainer video. No matter how good the animation or how professional the voice-over — a weak script can't be saved by anything else. Here's how to do it properly.
Before a single animation layer is created, before a microphone is switched on, before anyone spends a cent on production — the script needs to exist. Or it should. In practice, this step is all too often underestimated or even skipped entirely.
An explainer video script is far more than a piece of text to be read aloud. It's the blueprint for the entire video: it sets the pace, defines the emotional arc, determines what visuals will appear, and decides whether the viewer comes away with a clear message — or drops off in confusion.
The best voice-over in the world cannot rescue a bad script. A voice artist can bring warmth, energy, and professionalism to a recording — but they cannot fix structural problems. If the script doesn't get to the point, if the viewer gets lost too early, or if the call to action is missing, even the finest voice won't help.
In this guide I'll walk you through how a strong explainer video script is structured, how to find the right length, which mistakes to avoid at all costs — and I'll give you four ready-to-use templates you can put to work straight away.
Every successful explainer video follows a proven dramatic structure. This isn't dogma — but it works, because it mirrors the viewer's natural decision-making process. From "Am I even interested?" to "I want that."
The first five seconds decide whether someone keeps watching or clicks away. The hook must immediately create tension — through a provocative question, a surprising statement, or by speaking directly to a problem. Example: "Ever spent an hour explaining something and everyone still looks blank?"
Describe the viewer's problem so precisely and empathetically that they feel seen. No selling the solution here — just the problem. The more concrete, the better. Avoid abstract statements; talk instead about specific situations and feelings your viewer will recognise.
Now your product or service enters the picture — but not as a feature list. Frame it as a transformation. What changes for the viewer? What result do they achieve? Focus on a maximum of 2–3 core benefits, not every feature. Less is more.
Why should the viewer believe you? Brief social proof helps: customer numbers, awards, well-known clients, a testimonial quote. It doesn't have to be long — one sentence is often enough. But it matters, to shore up the buying decision.
A clear, unambiguous call to action. Just one — not three. Should the viewer visit a page, call, sign up, or book a demo? Choose one action and phrase it actively and concretely: "Start your free trial now" rather than "Find out more."
This five-phase structure works because it follows the AIDA principle (Attention – Interest – Desire – Action) while also mapping the viewer's emotional journey: from curiosity through identification to desire, and finally to action.
One of the most common mistakes when writing scripts: the text is simply too long. You write and write because you have so much to say. The result is an explainer video that sounds rushed because the voice artist races through the copy — or one that simply runs too long and loses the audience.
The rule of thumb is 125–150 words per minute at a natural, comfortable speaking pace. For energetic spots (advertising) it can be slightly faster; for explanatory or emotional content (brand films, e-learning) slightly slower. Use this table as your guide:
| Video Length | Word Count (approx.) | Use Case |
|---|---|---|
| 30 seconds | 60–75 words | Pre-roll, short teaser |
| 60 seconds | 125–150 words | Classic explainer video |
| 90 seconds | 190–225 words | Extended explainer |
| 2 minutes | 250–300 words | Product, complex topic |
| 3 minutes | 375–450 words | B2B, e-learning, training |
Tip: Use the reading-time calculator on the pricing page to find the exact spoken duration of your text. Just paste your script and you're done.
The following templates are each designed for 60 seconds (approx. 125–140 words). Adapt the product name, industry, and CTA to your project.
[HOOK] Spending more time managing your project management tool than actually managing your projects? It doesn't have to be this way.
[PROBLEM] Most teams battle with cluttered tools, duplicated data entry, and a total lack of visibility. Tasks fall through the cracks. Deadlines creep up.
[SOLUTION] [PRODUCT NAME] brings all your projects, tasks, and deadlines into one clean interface. Real-time updates, smart reminders, seamless team communication — all in one place.
[PROOF] Over 12,000 teams already trust [PRODUCT NAME] to keep them on track.
[CTA] Start your free 14-day trial now — no credit card, no risk.
Word count: approx. 125 words · Pace: natural · Duration: ~60 sec.
[HOOK] What if you never had to blame your pillow for a bad night's sleep again?
[PROBLEM] Millions of people sleep badly — often without realising the pillow is the culprit. Wrong height, wrong material, no support for the neck and spine.
[SOLUTION] The [PRODUCT NAME] pillow adapts automatically to your sleeping position. Developed with orthopaedic specialists, memory-foam core, breathable cover. You fall asleep — and wake up refreshed.
[PROOF] 94% of customers report better sleep quality within the first week.
[CTA] Order now and enjoy a 30-day free returns policy.
Word count: approx. 130 words · Pace: relaxed · Duration: ~60 sec.
[HOOK] Tax advice — sounds dry. But what if it saved you thousands every year?
[PROBLEM] Freelancers and business owners often pay more tax than necessary — because they don't know what's legally available, or simply don't have time to deal with it.
[SOLUTION] [FIRM NAME] handles your complete tax management — digital, straightforward, and always reachable. From bookkeeping to your annual return. You focus on your business; we handle the paperwork.
[PROOF] Over 800 satisfied clients. Average 4.9 stars on Google.
[CTA] Book your free initial consultation at [WEBSITE].
Word count: approx. 120 words · Pace: clear and friendly · Duration: ~58 sec.
[HOOK] How much does a bad decision in your supply chain actually cost? For most businesses: far too much.
[PROBLEM] Growing supplier networks, rising complexity, and a lack of visibility — supply chain managers make daily decisions on incomplete data. The result: delays, excess cost, and unhappy customers.
[SOLUTION] [PRODUCT NAME] delivers real-time visibility across your entire supply chain. AI-powered analytics flag risks early. Your decisions are based on facts, not guesswork.
[PROOF] Companies like [REFERENCE A] and [REFERENCE B] have cut delivery delays by up to 40% with [PRODUCT NAME].
[CTA] Request your personalised demo today.
Word count: approx. 135 words · Pace: authoritative, clear · Duration: ~62 sec.
Explainer video scripts don't usually fail because of a lack of expertise. They fail because of the same recurring thinking errors. Here are the eight most common:
"Our product has 48 GB RAM and an octa-core processor." — But what does that mean for me? Always ask: what does the customer gain from this? Translate technical specs into tangible advantages.
A 60-second explainer can't cover 10 points. Pick the one decisive argument. Everything else can go in follow-up videos or on your website.
The video ends — and the viewer thinks: "Now what?" Every explainer video needs exactly one CTA. Not three options. One. Clear, unambiguous, written in the active voice.
What sounds normal in your industry is often incomprehensible to your audience. Always write for someone who doesn't yet know your product. Test the script on someone outside your field.
Many scripts open with a company introduction: "We at Company XY have been around since 1987..." — nobody cares. Open immediately with a question, a problem, or a surprising statement.
No problem means no drama — and no drama means no attention. An explainer video needs a mini-story: before and after, problem and solution. Show the pain before you reveal the fix.
Working memory can process roughly 3–5 new concepts at once. If you explain 12 features in 60 seconds, nothing sticks. Focus on what matters most.
A video aimed at physicians sounds different from one targeting teenagers. Tone, vocabulary, sentence complexity — everything must fit the audience. Before writing, define: who watches this video, and what does that person expect?
You've written, revised, and signed off your explainer video script? Perfect. Now comes the next step: professional voice-over. Because a great script deserves a great voice.
A professional voice artist brings more than technical quality — they give your explainer video a personality. They know where pauses land, which words need emphasis, how energy and credibility are conveyed. Viewers feel this, even if they can't articulate why.
As a professional voice artist with many years of experience voicing explainer videos across all industries and formats, I'll deliver your recording quickly, reliably, and in studio quality. Typical turnaround: 24–48 hours. Revisions always included.
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