Is there a reliable formula for crafting an explainer video script?
People often ask me this, and after more than a decade in the industry, I can confidently say, YES.
In the early days, I didn’t recommend relying on a formula. Crafting a script felt more like an art—it required intuition, creativity, and a good dose of experience. But times have changed. With the rise of AI and the refined rules I’m about to share, creating an outstanding explainer video script is more achievable than ever—even for beginners
By the end of this article, you’ll have a crystal-clear understanding of how to plan and write the perfect explainer video script. Ready? Let’s dive in.
How to create an explainer video script
Before writing a single word, it’s crucial to do your homework. Start with a clear brief and develop a deep understanding of the product and the audience. You’ll find a detailed guide on this below, but here, we’ll focus on how to craft an explainer video script that grabs attention and delivers results.
No matter the concept or target audience, every winning explainer video script includes four essential sections.
Let’s break them down step by step.
1. Address the pain points, aka “the problem”
To capture attention, you need to zero in on the problem your audience is facing. This is the pain point—and you only have 5 to 15 seconds to hook them. That’s all the time it takes for viewers to decide whether to keep watching or move on.
Sounds tough? It is, but there’s a way to make it work.
Be specific, concise, and sharp. Forget overwhelming viewers with stats or generalizations—they’re not here for a lecture. People click your video because they’re looking for solutions, not a rehash of what they already know.
For example, when we crafted a script for Dayta Cyclops, we avoided clichés like “data is important for businesses” or “many stores fail due to lack of data.” Instead, we laser-focused on phrases like “offline stores” and “who is visiting, how long did they spend inside?” These targeted the audience’s precise concerns, grabbing attention right away.
The result?
A video with nearly 600,000 views on YouTube and a measurable boost in business. In just 5 seconds, viewers knew this solution was tailored for them.
Master this approach, and you’ll keep your audience engaged long enough to deliver your message.
2. Presenting the solution
Now that you’ve hooked your viewers, it’s time to dive into the solution. Show them how your product or service solves their problem—but do it with finesse.
Don’t just list features. Highlight the benefits. What makes your solution stand out? What unique advantage does it offer? Avoid covering every feature competitors also have. Instead, focus on what sets you apart.
For example, rather than saying, “Our software tracks customer behavior,” say, “Our software gives you real-time insights into who’s visiting your store, how long they stay, and what they’re looking at—helping you boost conversions effortlessly.”
The clearer and more unique your solution feels, the more likely your audience will connect with it.
3. Showcasing benefits and features
Once the solution is introduced, it’s time to paint a picture of the results. People don’t buy products—they buy outcomes. Show them how your solution transforms their lives or businesses. If you can, back it up with metrics or case studies.
Yes, mention unique features, but keep the focus on the benefits. For example: “With our app, you can reduce wait times by 30%—and your customers will love the experience.”
By keeping the spotlight on the benefits, you’ll motivate viewers to act.
4. Call to action
The final step is guiding your audience to take the next step with a strong, clear call to action (CTA).
Start by summarizing the key benefits, placing viewers in their “better world.” Use phrases like:
• “Imagine doubling your sales with half the effort.”
• “You can achieve [specific benefit] in just [timeframe].”
Then, guide them with a straightforward CTA. Some examples:
• “Schedule a demo now.”
• “Visit our website to learn more.”
• “Create your free account today.”
If the video is on social media, encourage them to click through to your landing page. If it’s on your website, prompt them to sign up for a demo, start a free trial, or get in touch.
Remember, selling isn’t about pushing for a one-time action. It’s about creating a smooth, engaging journey that makes it easy for your audience to take the next step.
Explainer video script examples: bringing the formula to life
To make this formula more tangible, we’ve selected three scripts from our portfolio. Each of these scripts follows the structure we’ve discussed—problem, solution, benefit, and call to action.
These examples will give you a clear picture of how this approach works in action, showing exactly how it captures attention, delivers value, and drives results.
60-second explainer video script example
Project Type: App explainer video
Target audience: B2C
Script length: 155 words
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Watch the final video
Engaging explainer video script example
Project Type: SaaS explainer video
Target audience: B2B
Script length: 140 words
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30-seconds explainer video script example
Project Type: App explainer video
Target audience: B2C
Script length: 85 words
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How to prepare for writing the perfect explainer video script
1. Create a brief
Creating a detailed brief is essential. Even if you know your product better than Warren Buffet knows the stock market, a concise brief serves as your blueprint, lighthouse, and navigator to reach the right destination.
Here’s something interesting:
8 times out of 10, when we ask our customers to fill out our brief questionnaire, they end up revising their goals and strategies.
Why? Because we ask the right questions that help people see the problem from all angles and discover new opportunities.
Make sure to outline crucial components like the goal of your video, its role in your funnel, the key message, tone, style, and more.
And if you don't know where to start. No worries.
Use our explainer video brief questionnaire here. Ask yourself the right questions, jot down the answers, trim the unimportant bits, and let it guide you until your script is ready.
2. Understand and digg deeper into the product
The keyword here is "digging." We're talking about really understanding the problems it solves and the real benefits it offers people from a psychological perspective.
What's important is not just tackling general problems but figuring out how to position the product uniquely, so it stands out.
Let me share an interesting example.
When we were making an explainer video for Creattie, a design library with Lottie animations and vector illustrations, we didn't focus on the obvious benefits like editing and downloading design items—something everyone talks about.
Instead, we focused on the script to highlight a big issue designers face with stock websites: the hours spent searching for great designs and, even more importantly, the consistency in those designs.
So, how did we do this?
We conducted a random survey of 1800 designers. From that data, we found out what really bothered our target audience.
Even if you have a guess, it's always valuable to dig deeper. Understand the product from your potential client's perspective and find the real problem you can address in your script.
3. Define the goal of the video
Why is this important?
Well, sometimes companies jump on the explainer video bandwagon just because everyone else is doing it.
But before you dive in, ask yourself: What’s the primary goal?
Make sure every word in your script supports your goal.
Whether it's converting visitors on your landing page or grabbing attention at an expo, consistency and clarity are key.
I know it's tempting to create one explainer video for all your needs, but resist that urge. While one animation might seem versatile, your script should be focused on one specific purpose.
4. Define your key message
As you can tell from the title, this is all about zeroing in on one main point. Why is this so important? In the world of successful explainer videos, you typically have only 60-90 seconds to get your point across. Try to cover everything, and you'll end up with viewers who remember nothing.
Instead, pick one primary message—one core idea to center your script around. Keep it clear and concise, making sure it aligns with your audience's needs and interests. This approach allows you to create engaging content that truly sticks with your viewers.
Expand Your Knowledge
How long should an explainer video be?
5. Understand your audience
Understanding your audience goes way beyond just knowing their demographics, psychographics, job titles, or income levels. You need to dig deeper. Here are a few tips we use that will surely help you out.
Whether your product is B2B or B2C it's not enough to know who the decision maker is. You also need to understand the entire decision-making process. Who's the initiator—the one sparking the conversation about your product? That's crucial information.
After identifying the initiator, determine what they need to know to make an informed decision. Then, ensure you understand the language and tone suitable for better communication.
Here's another great one.
You might not always notice it, but your customers could value your product for various reasons. Identify these different segments and tailor your script to speak directly to each group's unique needs and desires. This personalized approach can make a world of difference.
By truly understanding your audience, you'll create a script that resonates and connects on a deeper level. Your message won't just be heard; it will be felt.
6. Understand the role of the video in the marketing funnel
First, figure out where your video fits in your marketing funnel—is it for awareness, consideration, or decision? Next, tailor your script to match your audience's stage in their buyer’s journey.
Let me break it down for you:
If you're reaching out to people who aren't familiar with the problem or the solution you offer, talk about the problem and possible solutions. This is the awareness stage.
But if your audience already knows about the problem and the different solutions out there—including yours and your competitors'—and they're trying to decide, then highlight your specific solutions (USP). Show them how you stand out and why your solution is the best choice.
I've made this as straightforward as possible, but remember that cases and funnels can vary across different products. So, tailor your script to fit them perfectly for the best results!
For More Insights
All you need to know about video sales funnels to get results
Explainer video script concepts to consider
This is the last step before you start writing the script.
Now that you've done your homework and gathered all the necessary information, it’s time to develop a conceptual framework for your script. You might be wondering, what does this mean? It’s the strategic approach to your script. For example, is your approach a classic problem-solution narrative or heartwarming storytelling?
Here are the concepts we typically use, depending on the goal of the video:
- Problem-Solution: Identify a common problem and present your product or service as the solution. Clearly demonstrate how your offering solves the problem.
- Product/Service Demonstration: Show your product or service in action. Highlight key features and functionalities through a step-by-step demonstration.
- Customer Journey/Story: Follow a character’s journey as they encounter a problem and find a solution with your product or service. This narrative approach can help viewers relate to the character’s experience.
- Benefits Highlight: Focus on the unique benefits and advantages of your product or service. Explain how these benefits improve the user's life or solve specific pain points.
- How It Works: Provide a detailed explanation of how your product or service works. Use clear visuals and simple language to make complex processes easy to understand.
- Comparative/Competitive Analysis: Compare your product or service with competitors. Highlight what sets your offering apart and why it’s the better choice.
- Use Case/Scenario: Present different use cases or scenarios where your product or service is beneficial. Show versatility and practical applications.
- Testimonial/Case Study: Include real customer testimonials or case studies. Use authentic stories to build credibility and trust.
- FAQ Format: Address common questions and concerns that potential customers might have. Provide clear, concise answers in an engaging way.
- Visionary/Future-Forward: Highlight the innovative aspects of your product or service. Show how it leads to a better future or aligns with industry trends.
- Behind the Scenes: Offer a glimpse behind the scenes of your company. Show the making of your product or introduce key team members to build a personal connection.
- Educational/Informative: Educate your audience about a specific topic related to your product or industry. Position your brand as an expert in the field.
- Explainer/Overview: Provide a general overview of your product or service. Highlight the main points without going into too much detail.
- Humorous/Fun: Use humor to engage your audience. A light-hearted approach can make your message more memorable.
- Emotional Story: Tell a heartwarming or emotionally charged story. Create an emotional connection with your audience to make your message more impactful.
- User Experience Showcase: Focus on the user experience. Show how easy and enjoyable it is to use your product or service.
- Trend/News-Based: Tie your product or service to current trends or news. Show how your offering is relevant in the current context.
- Step-by-Step Guide/Tutorial: Provide a step-by-step guide or tutorial on using your product or service. Help users get started and make the most of your offering.
Writing tips
When crafting your explainer video script, keep these tips in mind to ensure clarity and connection with your audience:
Keep it simple
• Avoid professional jargon or industry-specific terms: Even people within the industry can find jargon confusing—not to mention those outside of it. Stick to common, easily understood terms.
• Use straightforward, direct language: Don’t overcomplicate it. Clearly state the problem you solve and how you solve it.
• Keep sentences short and to the point: Short sentences are always clearer and easier to follow. Even if a sentence feels clear to you, see if you can make it shorter. Short and simple sentences ensure your audience grasps your idea effortlessly.
• Write in the first person: Use “we” and “you” for a more engaging tone. Direct communication feels personal, making your audience feel like you’re speaking directly to their problem—not about a distant third party.
Reviewing and editing
Your best tool isn’t the pen; it’s the scissors. Cut out everything that’s unnecessary, then review and trim it again. Read your script aloud to check for flow, pacing, and ease of understanding. Ensure it’s easy to read, smooth, and sounds like music.
Determine the right length for script
To figure out the right length for your explainer video, we've got a simple rule: aim for 2.5 words per second. This pacing works wonders for keeping your message clear and engaging.
So, for a one-minute video, you're looking at around 150 words.Avoid the temptation to include more content. If you cram too much, your video might feel rushed, and viewers might struggle to keep up with the new information. By sticking to this word count, you'll ensure your message comes through loud and clear, making it easier for your audience to understand and appreciate what you're saying.
Explainer video scriptwriting FAQ
What’s the ideal length of an explainer video script?
The best length for an explainer video script is 45-90 seconds—perfect for most cases. However, if you’re targeting people who are already interested in your product or are existing customers, you can extend it to up to 2.5 minutes for a more detailed approach.
What is the price of an explainer video script?
Prices vary depending on who you hire:
• Freelancers on platforms like Upwork or Fiverr typically charge $200–$500.
• Agencies with a more comprehensive approach may charge up to $1,500.
How long does it take to create an explainer video script?
This depends on the complexity of your product and your goals. Typically, it takes 5–15 days to craft a script that aligns with your target market and ensures all key details are understood and incorporated.
Should I create my own explainer video script?
If you follow the guidelines above, you certainly can! However, like any skill, it takes time to master. We recommend drafting a script yourself and then hiring a professional to review it and provide suggestions and corrections.
Final words
Crafting an effective explainer video script is both an art and a science. By following these steps, you can create engaging, concise, and impactful videos that resonate with your audience. If you need a professional approach and expert help, contact us today to ensure your explainer video stands out and delivers results.
Keep learning
Learn more about explainer video production.
