Explainer videos are a powerful tool for communicating complex ideas in a concise and engaging manner. They are widely used in marketing, education, and internal communications to explain products, services, or concepts. The success of an explainer video hinges on a well-crafted script. Here are comprehensive tips for creating a compelling script for your explainer video:

1. Understand Your Audience

Before you start writing, it is crucial to understand your target audience. Who are they? What are their interests, pain points, and needs? Tailoring your message to resonate with your audience will make your video more effective. Conduct market research, create buyer personas, and gather feedback to gain insights into your audience’s preferences and expectations.

2. Define Your Message Clearly

A clear and concise message is the cornerstone of an effective explainer video. Identify the key point you want to convey and ensure that it is communicated directly and succinctly. Avoid cramming too many ideas into one video. Focus on one main message and build your script around it. This will prevent your audience from becoming overwhelmed and help them retain the information.

3. Start with a Strong Hook

The first few seconds of your explainer video are critical for capturing your audience’s attention. Start with a strong hook that piques their interest and makes them want to keep watching. This could be an intriguing question, a surprising fact, or a relatable problem that your audience faces. The goal is to grab their attention immediately and set the stage for the rest of the video.

4. Use a Conversational Tone

Using a conversational tone makes your script more relatable and engaging. Write as if you are speaking directly to your audience, using simple and straightforward language. Avoid jargon and technical terms that might confuse viewers. A friendly and approachable tone will make your message more accessible and help build a connection with your audience.

5. Focus on Benefits, Not Features

When explaining a product or service, it’s essential to highlight the benefits rather than just listing features. Explain how your offering solves a problem or improves the viewer’s life. For example, instead of saying, “Our software has a user-friendly interface,” you could say, “Our software saves you time by making it easy to navigate and use.” This approach helps viewers understand the real value of your product or service.

6. Create a Compelling Narrative

A compelling narrative keeps viewers engaged from start to finish. Structure your script with a clear beginning, middle, and end. The beginning should introduce the problem or need, the middle should present the solution (your product or service), and the end should include a strong call to action. Use storytelling techniques to make your narrative more engaging and memorable. Characters, conflict, and resolution can make your story more relatable and impactful.

7. Keep It Short and Sweet

Attention spans are short, so it’s important to keep your explainer video concise. Aim for a duration of 60 to 90 seconds, which translates to approximately 150-200 words of script per minute. Be ruthless in editing your script to remove any unnecessary information or fluff. Every word should serve a purpose and contribute to conveying your main message.

8. Use Visual Descriptions

Since explainer videos rely heavily on visuals, it’s important to write with the visual component in mind. Describe the visuals that will accompany your script to ensure that the audio and visual elements work together seamlessly. This will help the animation team understand your vision and create visuals that enhance and clarify your message. For instance, if you’re talking about a process, describe how it will be visually represented step-by-step.

9. Incorporate a Call to Action (CTA)

A strong call to action (CTA) is essential for driving viewer engagement and achieving your video’s goals. Clearly state what you want viewers to do after watching the video, whether it’s visiting your website, signing up for a newsletter, or contacting your sales team. Make your CTA compelling and easy to follow, and ensure that it aligns with the overall message and objective of your video.

10. Revise and Refine

Writing a compelling script is an iterative process. Once you’ve drafted your script, review it multiple times and seek feedback from colleagues or stakeholders. Look for areas where the message can be clearer, the language more engaging, or the narrative more compelling. Revise and refine your script until you’re confident that it effectively communicates your message and keeps viewers engaged.

Additional Tips for Scriptwriting Excellence

Use Humor and Emotion

Injecting humor and emotion into your script can make it more engaging and memorable. Humor can lighten the tone and make your video more enjoyable to watch, while emotion can create a deeper connection with your audience. However, be mindful of your audience and brand tone to ensure that humor and emotion are used appropriately.

Leverage the Power of Three

The rule of three is a writing principle that suggests that ideas presented in threes are more effective and memorable. Use this technique in your script to organize information and emphasize key points. For example, you might highlight three main benefits of your product or outline three steps in a process.

Read Your Script Aloud

Reading your script aloud helps you identify awkward phrasing, unnatural dialogue, and pacing issues. It also allows you to hear how the script will sound when narrated. Make adjustments as needed to ensure that the script flows smoothly and sounds natural.

Use Active Voice

Writing in active voice makes your script more direct and dynamic. Active voice emphasizes the subject performing the action, which can make your message clearer and more engaging. For example, instead of saying, “The report was completed by our team,” say, “Our team completed the report.”

Incorporate Testimonials and Social Proof

Including testimonials and social proof in your script can add credibility and persuade viewers. If appropriate, mention satisfied customers, industry awards, or positive reviews to build trust and demonstrate the value of your product or service.


Crafting a compelling script for your explainer video is a critical step in creating an effective and engaging communication tool. By understanding your audience, defining a clear message, using a conversational tone, and focusing on benefits, you can create a script that resonates with viewers and achieves your objectives. Remember to keep it concise, incorporate a strong call to action, and revise your script until it’s polished and ready for production. With these tips, you’ll be well on your way to creating an explainer video that captivates and converts.

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