Explainer Video Scripts: A Step-by-Step Writing Guide
A slick animation or polished film might look impressive, but if the script is weak, your explainer video will fall flat. The script is the engine of the whole production—it sets the pace, the tone, and the clarity of your message.
Writing a good one isn’t about being “creative” for the sake of it. It’s about being strategic: knowing exactly who you’re talking to, what you want them to take away, and how you’re going to get them there.
1) Define your audience and objective
Before you put pen to paper, be crystal clear on two things:
- Who is this for? Customers, investors, employees, partners—each group has different pain points and priorities.
- What do you want them to do? Book a demo, start a free trial, visit your website, share with colleagues?
Pro tip: Write one sentence that sums up your goal: “This video will explain how our software saves time and encourage people to book a demo.” If you can’t write that sentence clearly, you’re not ready to start.
If you’re still choosing a format, this overview will help: The Different Types of Explainer Video (and When to Use Them).
2) Start with the problem
A strong opening is everything. Don’t introduce your brand straight away—meet your audience where they are.
Instead of: “We’re Acme Corp, a leading provider of solutions for modern businesses…”
Try: “Managing multiple systems wastes hours every week—and it’s costing your team both productivity and morale.”
3) Introduce the solution (simply)
Once you’ve set up the problem, bring in your solution. Keep it short and confident—think headline, not brochure.
Example: “Acme brings all your business tools into one easy-to-use platform, so your team can focus on the work that matters.”
4) Explain how it works (in 3 steps or fewer)
Explainers succeed when they simplify the complex. Break your offering into an easy-to-follow process:
- Sign up online
- Connect your existing tools
- Start working more efficiently
Need help picking a style? See What Are Animated Explainer Videos and 5 reasons why you should use animated explainer videos.
5) Highlight the benefits (not just the features)
A feature is what something does. A benefit is why it matters. Audiences care about the latter.
Feature: “Our system integrates with your CRM.”
Benefit: “You’ll save hours every week because everything works seamlessly with the tools you already use.”
For a broader view of why explainers perform so well, read The Power of Explainer Videos in Digital Marketing.
6) Build trust with proof points
Even in a short explainer, credibility matters. Add one fast proof point:
- A quick stat (e.g. “Trusted by 10,000+ businesses”)
- A short testimonial (one sentence)
- A recognisable partner or accreditation
For inspiration, browse these 10 Best Explainer Video Examples.
7) End with a strong call to action
Don’t leave your audience hanging. Tell them what to do next—and make it simple:
- “Book a demo today.”
- “Start your free trial.”
- “Visit our website to learn more.”
Pro tip: Keep your CTA consistent across the video, landing page, and follow-up emails.
8) Keep it short and sharp
Most explainer videos sit in the 60–90 second range (roughly 150–225 words). Cut ruthlessly. If a line doesn’t move the story forward, delete it.
For more on structure and pacing, see How to write an explainer video script and How to make an awesome explainer video that sells.
9) Read it out loud (and tweak)
Explainer scripts are written for the ear, not the eye. Reading aloud highlights clunky phrasing, long sentences, or tongue-twisters that trip up voiceovers. If you run out of breath halfway through a sentence, it’s too long.
A tried-and-tested structure
- Problem
- Solution
- How it works
- Benefits
- Proof points
- Call to action
Example snippet
“Managing projects across different platforms is exhausting—and it slows your team down. Acme simplifies everything by bringing your tools together in one place. It’s simple: sign up, connect your accounts, and start working smarter. Businesses that use Acme save up to 10 hours per week, freeing their teams to focus on growth. Try it free today.”
Notice how it follows the structure: problem → solution → how it works → benefits → proof → CTA.
Further reading from Small Films
- The Different Types of Explainer Video (and When to Use Them)
- 10 Best Explainer Video Examples
- How to Use Explainer Videos to Boost Your SEO
- How to write an explainer video script
- How to Find the Best Explainer Video Company
- What Are Animated Explainer Videos
- 5 reasons why you should use animated explainer videos
Final word
Explainer videos succeed or fail on the strength of the script. Get the words right and your visuals will have something powerful to bring to life. Get it wrong, and no amount of animation wizardry will make up for it. Start with your audience, keep it short, and always finish with a clear call to action.
