An animated explainer video can simplify what your business does and help people quickly understand how you can help them. The goal is not to say everything. It’s to say the right things, clearly and efficiently.
A strong explainer video can do several jobs at once. It can introduce your product or service, support sales conversations, improve clarity on your website, and even help with video SEO. When it’s done well, it becomes a useful business asset, not just something that fills space on a page.
Below are some practical guidelines for writing an explainer video script that actually works.
Speak Directly to Your Audience
Before you write a single line, be clear on who the video is for. Think about the people you want watching it. What do they care about? What problem are they trying to solve?
Write your script as if you’re speaking to one person. Use “you” and “your” language when writing your script. This keeps the message focused on the viewer, not on your business.
Your most important point should land early. The first 20 to 30 seconds matter most. If you earn attention quickly, viewers are far more likely to stay with you.
It also helps to be clear about the action you want the viewer to take. That might be visiting your website, booking a call, learning about a product, or following you on Facebook. Start with that outcome in mind and work backwards. It’s much easier than trying to bolt a call to action on at the end.
Keep It Brief and Focused
Attention is limited, especially online. If something can be explained in one minute, there’s no reason to stretch it to five. Most effective explainer videos sit comfortably between 60 and 90 seconds.
Every line in your script should earn its place. If a sentence doesn’t help the viewer understand the problem, the solution, or the next step, it probably doesn’t belong in the video.
Tell a Clear Story
Explainer videos work best when they follow a simple structure. Show the problem your audience recognises. Introduce your solution. Explain how it helps. Then guide the viewer towards the next step.
Avoid dry lists of features wherever possible. Animation gives you the freedom to visualise ideas, processes, and outcomes in a way that’s easy to follow. Use that advantage to make the message feel human and relatable.
When people can see themselves in the problem, they’re more likely to understand the value of the solution.
Meet the Audience Where They Are
Not every product needs the same level of explanation. If you’re selling something familiar, focus on what makes it different. Design, durability, speed, or ease of use might be the point of difference that matters most.
If you’re introducing something new or technical, keep your language simple and your structure tight. Short sentences work better. Clear examples help. If you can’t explain the core idea in under a minute, it’s worth revisiting the message.
Many explainer scripts benefit from being written in two columns. One for visuals and one for audio. The audio column covers voiceover or on-screen text. The visual column describes what the viewer sees. This approach helps ensure the visuals are doing their share of the communication, rather than relying entirely on narration.
A good explainer video respects the viewer’s time. It explains just enough, shows rather than tells, and leaves people feeling clear about what you do and why it matters.
Explainer Video Scripts – Frequently Asked Questions
How long should an animated explainer video be?
Most animated explainer videos work best at 60 to 90 seconds. If the message is simple, 45 to 60 seconds can be enough. If it’s complex, it can run longer, but only if every line earns its place.
What should an explainer video script include?
A clear problem your audience recognises, a simple explanation of your solution, how it works, and a clear next step. Keep it focused on what the viewer needs to understand to take action.
Should the script use “you” and “your” language?
Yes. Explainer videos are more effective when they speak directly to the viewer. “You” and “your” language keeps the message audience-focused and easier to follow.
How do you structure an explainer video so people keep watching?
Put your key point early, usually in the first 20 to 30 seconds. Then follow a simple flow: problem, solution, proof or benefits, and a clear call to action.
Is it better to focus on features or benefits?
Start with benefits. Features matter, but people first need to understand what changes for them. Once that’s clear, you can support it with a few key features.
Do I need a two-column script (audio and visuals)?
It’s strongly recommended. A two-column script keeps the visuals doing real work, not just decorating the voiceover. It also makes production smoother because everyone can see how the story will be communicated.
Can an explainer video help with SEO?
It can, especially when the video is embedded on a well-structured page with a clear title, supporting copy, and the right metadata. Video can improve engagement signals and help the page perform better in search.
What’s the most common mistake in explainer video scripts?
Trying to include everything. The best scripts make a few key points clearly, then guide the viewer to the next step.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
