How to Write an Explainer Video Script: A Practical Guide

I've written more explainer video scripts than I can count—for products, processes, educational content, you name it. And I've noticed something: most people approach scriptwriting backwards. They start with what they want to say, not what the viewer needs to understand.

This guide is what I wish someone had given me before I started. It won't make you a professional screenwriter, but it will help you write scripts that actually work.

Before You Write a Single Word

The most important work happens before you start typing.

Define Your Single Core Message

Here's a test I use: if the viewer remembers only one thing from your video, what should it be?

Not three things. Not five key points. One thing.

Most scripts fail because they try to communicate too much. The creator knows all the nuances and wants to share them. But viewers don't have the context you have—they're encountering this idea for the first time.

Pick your one core message. Everything else either supports that message or gets cut.

Know Your Audience's Starting Point

A script explaining blockchain to developers looks completely different from one explaining it to retirees. Obviously. But many people forget to ask: where is my specific audience starting from?

Questions to answer:

• What do they already know about this topic?
• What misconceptions might they have?
• What problem brought them here? What are they trying to solve?
• What's their emotional state? Curious? Sceptical? Frustrated?

Meet them where they are, not where you are.

Choose Your Length

Here's rough guidance based on what actually works:

• 30-60 seconds: Social media, ads, single concept
• 1-2 minutes: Product explanations, landing page videos
• 2-4 minutes: Educational content, detailed explanations
• 5+ minutes: Training content, deep dives (but ask yourself if this could be split into multiple videos)

The average speaking pace for video is about 150 words per minute. A 2-minute script is roughly 300 words. Not much, is it? This constraint is actually helpful—it forces you to be concise.

The Structure That Works

Most effective explainer videos follow a simple structure. It's not the only way, but it's reliable.

1. The Hook (5-10 seconds)

You have about five seconds before someone decides whether to keep watching. The hook's job is to earn those next few seconds.

Effective hooks usually do one of three things:

• State a problem the viewer recognises: "You've spent hours on a presentation, but no one's paying attention..."
• Make a surprising claim: "Most people get this completely wrong..."
• Ask a question they want answered: "What if there was a simpler way to..."

The hook is not the place for your company name, logo animation, or "Welcome to our video." Get to the point.

2. The Problem (10-30 seconds)

Before offering a solution, make sure the viewer feels the problem. This seems obvious, but many scripts skip straight to "Here's our product" without establishing why anyone should care.

Describe the problem in terms of your viewer's experience:

• What frustration do they feel?
• What have they tried that didn't work?
• What's the cost of this problem continuing?

When done well, the viewer should be nodding along: "Yes, exactly, that's my situation."

3. The Solution (20-60 seconds)

Now you can introduce your solution. But here's the key: focus on how it solves the problem you just described, not on listing features.

Bad: "Our software has real-time collaboration, cloud storage, and integrations with 50 tools."

Better: "Now your whole team can work on the same document, at the same time, from anywhere."

Features tell. Benefits show. Show how the solution changes the viewer's situation.

4. How It Works (20-60 seconds)

If your solution requires explanation, keep it simple. The goal is not to document every feature—it's to give enough understanding that the viewer believes it will work for them.

Three steps is a good framework:

1. First, you...
2. Then, it...
3. Finally, you get...

Each step should be clear enough to visualise. If you can't picture it, neither can your viewer.

5. The Call to Action (5-10 seconds)

What should the viewer do next? Be specific and make it one thing.

"Visit our website to learn more" is weak.

"Click the link to start your free trial—takes 30 seconds" is better.

Remove friction. If there's a cost, acknowledge it. If it's free, say so.

Writing Tips That Actually Matter

Write for the Ear, Not the Eye

Your script will be spoken aloud. This changes everything.

• Use contractions: "You'll" not "You will." "Don't" not "Do not."
• Keep sentences short: Long sentences work on paper. They stumble when spoken.
• Read it aloud: If you trip over a phrase, rewrite it.

Written: "Utilising our proprietary methodology, we facilitate the optimisation of your workflow processes."

Spoken: "We help you work faster."

Use Concrete Language

Abstract words slide off the brain. Concrete words stick.

Abstract: "Improve your productivity and efficiency."

Concrete: "Finish your reports in half the time."

When possible, use numbers, time frames, and specific examples.

Write to One Person

"Our customers" → "You"
"Users can" → "You can"
"People often struggle with" → "Maybe you've struggled with"

Speaking directly to one viewer is always more engaging than addressing a vague audience.

Use Transitions Sparingly

Written content needs transitions between paragraphs. Spoken content usually doesn't. The visuals and pacing provide continuity.

Cut phrases like "Now let's talk about" and "Moving on to our next point." Just move on.

Common Mistakes (and How to Avoid Them)

Starting with Your Company, Not the Viewer

"Founded in 2015, we're a leading provider of..."

Nobody cares. Start with the viewer's world, not yours.

Too Much Information

You know everything about your topic. Your viewer doesn't need to—at least not all at once. What's the minimum they need to understand to take the next step?

Jargon and Buzzwords

Every industry has its vocabulary. Unless your audience shares that vocabulary, translate it.

"We leverage AI-powered machine learning to deliver actionable insights."

What does that actually mean in practical terms? Say that instead.

Forgetting the Visual Component

Your script isn't a podcast—it will have visuals. As you write, think about what viewers will see. If something is hard to visualise, it might be hard to understand.

Some scriptwriters add visual notes in brackets:

"First, upload your image [show drag-and-drop interface]. Then choose your settings [animate the options panel]."

No Clear Next Step

What should happen after someone watches? If you're not clear about this, your video is just entertainment—not a tool for achieving a goal.

A Simple Template

Here's a template you can adapt. This is for a 90-second explainer (about 225 words):

Before You Finish

Before calling your script done:

1. Read it aloud. Time it. Does it fit your target length?
2. Check for jargon. Would your mum understand it?
3. Verify the one-message test. If the viewer remembers only one thing, is it the right thing?
4. Get feedback. Show someone unfamiliar with the topic. Can they summarise it back to you?

The Bottom Line

Writing explainer video scripts is a skill, and like any skill, it improves with practice. The principles here—clarity, focus on the viewer, concrete language—will get you 80% of the way.

The rest comes from iteration. Write a draft. Watch it performed. Notice what feels clunky. Revise. Repeat.

The best explainer videos don't feel like they're explaining—they feel like they're helping you understand. That's the goal.