Tips to Create a Compelling Explainer Video Script

Tips to Create a Compelling Explainer Video Script

When crafted well, an explainer video can be your brand’s most effective communication tool. In a few short minutes, you can inform or educate your viewers about your brand and what it offers to the market.

Compared to TV ads, explainer videos offer more room to work with in terms of time. However, each second is still essential if you aim to convey a complete message.

It is not just about designing cute characters or including catchy music. The story you are trying to tell must be strong enough to bring all the elements together under a cohesive idea. This is why, before you start creating your video or looking for motion graphic studios in your local area, you need to sit down and craft your script.

But how do you create a killer explainer video script? If you have never done it before, you may start to sweat bullets at the thought of producing a video script for your company.

You don’t need to produce a script similar to what they use in Hollywood. A video production and animation studio in Sydney shares a few insider tips that they use to craft compelling scripts for clients:

Keep it short

Each second counts when crafting a story that sells. Keep in mind that readers’ attention spans have gotten shorter over time. As a result, you have less time to explain what your brand is all about or what you offer the market before they start dozing off or leaving the page.

How much time you have largely depends on your target audience. If you are creating an animated video for a brand presentation in a physical space, you have may up to eight minutes at the most. Attention levels tend to drop beyond that eight-minute mark.

Videos posted online need to be shorter. Unless you are producing a step-by-step guide on how to perform a complex task, explainer videos don’t usually go beyond four minutes. Any longer than that and you have to find a way to convince your viewer to stay.

State your point quickly

Now is not the time to be mysterious. Get the main message across within the first 30 seconds of your video. By doing so, you let your viewers know right away what you offer.

If you are creating a longer video with several parts, the first 30 seconds should be a summary of what you intend to cover. This way, your audience knows if you are covering what they want to know.

As mentioned earlier, attention spans are shorter. By stating the message quickly or giving an overview, you are giving your viewers an idea of when they should pay attention.

Engage the audience

Speak their language. Use terms that would make them feel like you are directly talking to them. Personal pronouns such as “you” or “your” or using the second person point of view can make your brand sound more amiable.

Avoid sounding like a textbook or a scientific journal by using jargon. You may think that jargon makes you look like an expert, but all it does is to create distance between you and your audience. As a result, you may unintentionally cause the audience to feel ignorant.

Create a simple story

When crafting your script, avoid including any unnecessary information or statistics. Cramming details may be fine when teaching a class, but your audience won’t appreciate any of them. They will simply see it as a bunch of dry facts or information that they don’t need.

What you can do instead is to tell a story. Use the power of the video and imagery to let people know about your brand.

How do you create a story? Most explainer video scripts follow a basic Problem-Solution format consisting of four parts:

  • State a problem (Jerry hates writing).
  • Present a solution to this problem (Jerry uses a program that writes for him).
  • Provide a short explanation of its features or how it works (MyMuse processes Jerry’s voice as a screen action).
  • End with a call to action (Buy MyMuse online).

With this format, you are giving the audience what they need to know without boring them.

An alternative is to create a Process Overview explainer. This is more common with how-to videos. A Process Overview explainer does not need a problem or a solution. It is more of a complete story in itself.

List the benefits, not the features

Your company may be launching a top-of-the-line product or technology, but this means little for most people. Technical specifications can often fall under jargon. Instead of specifying the features, what you can do is explain what this means for your target users or market.

Describe your product in such a way that your audience understands how it benefits them. For instance, instead of stating the storage size of a phone, you can give an estimate of how many songs or books it can hold. This can give your audience a better idea of whether the device fits their needs.

Try these tips and give writing a video script a go. If all else fails and you want it done by professionals, you can look for video production companies in your area that offer the type of service that you need.


Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.

Categories: Featured

About Author


Kevin Payne is the author of this article. If you are looking for a Health consultant, Kindly Read all the stuff of this author.