Introduction
You’ve probably watched hundreds of explainer videos. Some grab your attention from the first line. Others feel like 90 seconds of your life you’ll never get back.
The difference usually comes down to one thing: the script.
At Gisteo, we’ve produced thousands of explainer videos, and we’ve learned that no amount of fancy animation can save a poorly written script. If you want your next explainer video to connect with viewers, drive conversions, and create lasting impact, you need to master the art of scriptwriting.
Here’s how to craft a story that accomplishes all three goals in about a minute and a half.
Start with the Problem Your Audience Faces
Every great story begins with tension. Before you discuss product features or company credentials, show your viewer that you genuinely understand their frustration.
Think about the specific “ugh” moment that triggers someone to start searching for a solution. Maybe it’s disorganized spreadsheets causing missed deadlines, slow approval processes stalling projects, or potential customers falling through the cracks. Lead with that pain point.
You’re not selling yet. You’re demonstrating empathy and building trust.
Make Your Customer the Hero of the Story
Here’s where most brands stumble with their explainer video scriptwriting: they position themselves as the hero.
In a strong explainer video script, the viewer should almost always be the protagonist. Your brand is simply the trusted guide who helps them achieve success.
We recommend using a framework similar to the StoryBrand methodology:
- The hero (your audience) faces a specific problem
- The guide (your brand) demonstrates understanding
- The guide presents a clear plan
- That plan leads the hero to success while helping them avoid failure
This approach feels simple, human, and effective because it mirrors how people naturally process stories.
Keep Your Script Conversational and Natural
You’re not writing a corporate press release or technical documentation. You’re having a conversation with one person.
Use short sentences. Eliminate industry jargon. Read your script out loud to test whether it sounds like something a real human would say during a casual conversation.
Pro tip for explainer video scriptwriting: Imagine you’re explaining your product to a friend who’s running late for a flight. You have exactly 90 seconds to make them care. What would you say? How would you say it?
Structure Your Script Like a Mini Movie
A tight 90-second explainer video script typically follows this proven rhythm:
Hook (0-15 seconds): Grab attention immediately by presenting the core problem your audience experiences daily.
Setup (15-45 seconds): Show empathy for their situation and introduce your solution in simple terms.
Solution (45-75 seconds): Explain how your product or service works and why it’s better than alternatives.
Payoff (75-90 seconds): End with the tangible benefits and include one clear call to action.
This pacing maintains viewer engagement throughout the video and ensures your narrative builds toward a satisfying conclusion.
End with Transformation, Not a Generic Tagline
People don’t purchase features or specifications. They invest in meaningful change.
Wrap up your explainer video script by showing how life improves after using your product or service. Paint a vivid picture of that transformation: fewer daily headaches, faster workflows, happier customers, or increased revenue.
Then provide one crystal-clear next step: “Book a demo today.” “Start your free trial now.” “Schedule a conversation with our team.”
One specific ask. One clear direction. That’s all you need.
Don’t Underestimate the Power of Tone and Rhythm
Exceptional explainer video scriptwriting isn’t just about selecting the right words. It’s about creating sound and flow that feels natural.
When we write scripts at Gisteo, we time every single line against the clock to ensure the message has room to breathe. Aim for approximately 150 to 170 words per minute of narration. This pacing gives your visuals space to enhance the story while giving your audience sufficient time to absorb the message.
Rushed narration creates anxiety. Overly slow delivery tests patience. Finding the right rhythm makes all the difference.
Bonus Tip: Test Your Script Before Animation Begins
Record a rough voiceover and play it over a simple storyboard or basic slides. If the story feels confusing, rushed, or emotionally flat, it’s far better to revise now than after production has started.
Animation can enhance and elevate your story. But animation cannot fix a fundamentally weak story. Here’s a short video on more techniques to consider when crafting your explainer video script:
The Bottom Line on Explainer Video Scriptwriting
Creating a compelling explainer video isn’t about cramming every feature, statistic, or accolade into 90 seconds. It’s about demonstrating empathy, maintaining clarity, and establishing natural flow.
Start by acknowledging your audience’s specific pain points. Guide them toward your solution using conversational language. Show them exactly what success looks like after they take action.
Accomplish that in 90 seconds, and you’ve created a story genuinely worth watching.
Ready to transform your message into a powerful explainer video? Schedule a free consultation to discuss how our explainer video scriptwriting and production expertise can help your business connect with customers and drive real results.
Frequently Asked Questions About Explainer Video Scriptwriting
What is explainer video scriptwriting?
Explainer video scriptwriting is the process of creating a concise, engaging narrative that explains a product, service, or concept in a short video format, typically 60 to 90 seconds. Unlike traditional copywriting, explainer video scriptwriting requires careful attention to pacing, tone, and visual storytelling elements. The script must work seamlessly with visuals and voiceover to create a cohesive message that educates and persuades viewers simultaneously.
How long should an explainer video script be?
An ideal explainer video script should be approximately 150 words per minute of video. For a 90-second explainer video, aim for 225 words. This word count allows your narrator to speak at a natural, conversational pace without rushing through important points. Scripts that exceed this range often feel hurried, while scripts with too few words can drag and lose viewer attention.
What makes explainer video scriptwriting different from other types of writing?
Explainer video scriptwriting differs from blog posts, white papers, or advertisements because it must account for multiple sensory elements simultaneously. Your script needs to complement visual elements, maintain perfect timing for voiceover delivery, and create an emotional arc within severe time constraints. Additionally, effective explainer video scriptwriting requires understanding how viewers consume video content, including attention spans, drop-off points, and the importance of hooks in the first few seconds.
How much does professional explainer video scriptwriting cost?
Professional explainer video scriptwriting typically ranges from $500 to $2,500 depending on video length, complexity, research requirements, and the writer’s experience level. At Gisteo, scriptwriting is included as part of our comprehensive explainer video production packages, ensuring your script integrates perfectly with animation and voiceover. Investing in quality scriptwriting saves money in the long run by reducing revision rounds and creating videos that actually convert viewers into customers.
Can I write my own explainer video script?
Yes, you can write your own explainer video script if you follow proven frameworks and best practices. However, professional explainer video scriptwriting brings expertise in pacing, storytelling structure, and understanding what resonates with audiences. If you choose to write your own script, test it thoroughly by reading it aloud, timing it carefully, and getting feedback from people who match your target audience. Many businesses find that partnering with experienced scriptwriters like our team at Gisteo produces significantly better results and saves valuable time.
What’s the biggest mistake people make in explainer video scriptwriting?
The most common mistake in explainer video scriptwriting is focusing too heavily on features instead of benefits and transformation. Companies often want to list everything their product does rather than showing how it solves specific problems and improves their customer’s life. Another frequent error is using industry jargon that alienates viewers rather than conversational language that connects. Remember: your script should make the viewer the hero, not your company.
How do I know if my explainer video script is working?
Test your explainer video script before investing in full production. Record a rough voiceover and time it against your target length. Share it with colleagues or potential customers and ask specific questions: Does the problem resonate? Is the solution clear? Do they understand the next step? Track metrics once your video is live, including watch time, completion rate, and conversion actions. A successful script keeps viewers engaged through to the call-to-action and motivates them to take the desired next step.
