A great explainer video starts with a great script. It’s the foundation that determines whether your video will engage viewers, communicate your message clearly, and drive action. Here’s our step-by-step guide to writing a script that converts.
Why the Script Matters More Than the Animation
You can have the most beautiful animation in the world, but if the script doesn’t hook viewers in the first 5 seconds, they’ll click away. At ExpansionVideos, we’ve written scripts for 500+ videos and learned what works (and what doesn’t).
The Perfect Explainer Video Script Structure
1. The Hook (0-5 seconds)
Start with the problem your audience faces. Make it specific and relatable. “Tired of spending hours on manual data entry?” is better than “Our product is great.”
2. The Problem (5-20 seconds)
Expand on the pain point. Show you understand their frustration. Use statistics or real-world scenarios. This builds empathy and keeps viewers watching.
3. The Solution (20-45 seconds)
Introduce your product or service as the answer. Focus on benefits, not features. “Save 10 hours a week” beats “Our platform has automated workflows.”
4. How It Works (45-60 seconds)
Show 3-4 simple steps. Keep it visual and easy to follow. This is where animation really shines — you can demonstrate complex processes simply.
5. The Call to Action (60-90 seconds)
End with a clear, single CTA. “Start your free trial today” or “Book a demo.” Don’t give multiple options — one action, clearly stated.
Script Writing Tips from 500+ Videos
- Keep it under 150 words per 60 seconds. People need time to process visuals and narration simultaneously.
- Write for the ear, not the eye. Read your script aloud. If it sounds awkward, rewrite it.
- Use “you” language. Speak directly to the viewer, not about your company.
- Cut jargon. If your grandma wouldn’t understand a term, simplify it.
- End every section with a transition. “But what if there was a better way?” keeps momentum.
Ready to Get Your Script Written?
Every ExpansionVideos project includes professional scriptwriting. Our scriptwriter, Victoria Ryan, has crafted hundreds of explainer video scripts across every industry. Book a free consultation and we’ll write your script as part of the project.