Crafting the perfect explainer video script can be the difference between capturing your audience’s attention and losing it within seconds. Online, people have short attention spans, so a well-crafted script is crucial to engage viewers and effectively convey your message. In this article, we will guide you through the process of turning a simple idea into a compelling explainer video script that grabs attention and drives results. Starting from brainstorming ideas and defining the purpose of your video, we will provide step-by-step instructions on crafting a powerful script.
We’ll cover the elements that make an explainer video script effective, such as:
- a strong hook
- a clear problem statement
- a compelling solution
- and a call to action that encourages viewers to take the desired next step.
Let’s get into how to write the perfect explainer video script that captivates, convinces, and converts your audience. We’ll even reveal handy tips and practices to elevate the quality of your future video content.
Elements of a successful explainer video script
An explainer video script serves as the backbone of your video, providing a clear structure and guiding the flow of information. It helps you deliver your message succinctly. Without a well-written script, your video may lack direction, fail to resonate with your audience, and ultimately miss its intended purpose.
The first step of your explainer video production is scriptwriting. This is a complex task that requires careful research and preparation. Before writing your script, define the primary goal of your video. In marketing, every explainer video should have a clear purpose and message. Are you trying to educate your audience, promote a new product, or simply raise brand awareness? Once you’ve identified the purpose, research the topic or your audience’s questions, desires and pain points thoroughly.
Once you have a good understanding of the topic and your audience, you’ll be ready to brainstorm ideas for the script, taking into account the audience, message, and tone. This process can take anywhere from a few hours to a few days, depending on how quickly you come up with ideas. Storytelling is always a winner, so consider this approach when you are brainstorming.
To make sure your video is well organised, begin by drafting an outline. Depending on your video length, it should be around five to six sentences containing the main points. After outlining the script, write a rough draft. It can be helpful to have a professional copywriter or editor review the script to make sure the story is told effectively.
Avoid using technical jargon or complex language that may confuse or alienate your audience. By keeping it clear and straightforward, you can ensure that your video resonates with viewers and effectively communicates your intended idea.
When the script is finalized, you’ll need to record a voiceover and have it professionally mixed and mastered. Finally, the video should be edited and animated to bring the script to life. With the right script and attention to detail, you can create a world-class animation.
The script of the above explainer video has a catchy opening designed to hook the target audience and immediately encourages them to keep watching because the message seems worthwhile. The “what if” questions open viewers’ minds to the potential of a better way to do things. The animation then gives a clear explanation that focuses on the benefits the target audience would be interested in, thus keeping viewers engaged. This explainer video script uses simple language and tone in brief sentences.
How long should my script and sentences be?
When it comes to scriptwriting, it is important to keep it concise and direct. For a typical storytelling video, your script should aim for 150-225 words, which will make a 60-90-second video. Most animated explainer videos are 1-2 minutes long and focus on one main point or idea. Breaking down your script into simple concepts can help ensure that communication is clear and easy to understand.
Write in short sentences because this helps with the production process, making it easy to animate. Use bullet points or numbered lists to present key points in a visually appealing way to help viewers absorb the information more effectively. Aim for a conversational and engaging tone. Avoid sounding overly promotional. Remember, the goal is to educate and inform, not to sell directly.
How long does it take to write a script?
Writing the script typically takes several days, depending on the length of the script and the complexity of the topic. Don’t forget to include an introduction, body, and conclusion in the script. Start with a hook that grabs the viewer’s attention and sets the tone of the video. Make sure that your script opening will be attention-grabbing so that they will want to keep watching.
Then, introduce the problem and present the solution. Show how your product or service solves the problem, and explain the benefits to the viewer. As you progress, the story should flow logically and clearly to ensure that your message is conveyed effectively. Finally, make sure to have a strong call to action at the end, which could be anything from visiting your website to downloading your app or inviting them to contact your sales team.
Read through your script multiple times, looking for areas that can be improved or refined. Pay attention to the flow of information, ensuring that each section transitions smoothly into the next. Remove any unnecessary words or phrases that may distract or confuse viewers. Keep your script concise and to the point, focusing on the most important information. Consider seeking feedback from colleagues or trusted individuals who can provide valuable insights and suggestions for improvement.
Also review for accuracy and clarity. When the script is good, check the grammar and spelling. Always proofread the script before finalising it to ensure it is free of any errors.
Thumbnail of video created by Impact Animated Videos
The above example’s brief but straightforward explainer video script template has a catchy opening to capture its target audience immediately. It presents a problem and flows smoothly as it explains the benefits of having explainer videos as the solution, minus the boring details. The language is simple and clear and the message is delivered by the voiceover artist at a good pace, using enough pauses and stresses to effectively articulate the phrases. The script is well-complemented by its accompanying music and sound effects. It also makes use of lots of video marketing keywords.
Useful tips for crafting an explainer video script
Explainer videos are a great way to quickly and effectively explain a product or service. However, having a great script is key to ensuring that your explainer video captures the attention of the viewers and keeps them engaged throughout.
Here are some tips on how to write a great explainer video script:
- Understand your target audience and brand voice
- Bring your viewer into the story
- Add emotion
- Test your script
- Make your tagline memorable
- Consider the script from the perspective of a viewer
- Collaborate with voiceover artists and animators
- Reinforce and advance the structure and narrative arc
- Maintain a steady pace
Let’s look at each of these points in more detail.
Understand your target audience and brand voice. Who are they? What are their pain points? What motivates them? By answering these questions, you can create a script that speaks directly to your audience’s needs, making it more likely to resonate and drive action. Take the time to research your target audience demographics, psychographics, and behaviours. This information will help you craft a script that addresses their specific pain points and positions your product or service as the ideal solution.
To ensure your script resonates with your intended audience, it’s important to consider your brand voice. Whether you’re aiming for a casual and conversational tone or a more formal and informative approach, your script should align with your brand’s personality and values.
Bring your viewer into the story. When scriptwriting for an explainer video, it’s important to introduce the viewer to the problem that your product or service solves. Include an interesting character that represents the viewers’ needs and struggles. This is an effective way to capture their interest and draw them in. Utilise strong language and visuals to illustrate the journey of the character and the problem, while using humour to make the video more entertaining.
Add emotion. Speak directly to viewers to create a sense of connection and relevance. This can be done by using personal stories or anecdotes to make your script more relatable and engaging. Additionally, you can use humour, pathos, or other emotional triggers to draw the audience in and capture their attention. Use imagery and sound effects to enhance the emotional impact of the video. Use music or other elements of sound design to create a sense of tension or excitement. Visuals are essential in creating an emotionally stimulating video; use vibrant colours, animations and other visuals to capture your audience’s attention.
Thumbnail of video created by Impact Animated Videos
The storytelling in the video above is a great example of how to use a personal story to make the message more relatable to the audience. You could use this as an explainer video script template for your own video. Poly’s search for purpose and to find a home where he belongs is universally relatable. It has the right amount of well-timed emotional triggers, from loneliness and despair to hopefulness and humble acceptance, as Poly’s character arc develops. The absorbing plot takes us from Poly’s background story of once having a family and then suddenly becoming homeless to his continuing journey. The story ends with the audience thinking about what further actions can be taken for recycling plastic bags.
Test our script. Going through a series of checks and tests can help you make sure that your explainer video script is effective. Firstly, it is important to test the script by asking someone to read it aloud. This will give you an indication of which words and phrases don’t flow naturally and need to be reworded. It is also important to read the script aloud yourself, as this will give you an indication of which sections don’t sound natural when spoken.
Make your tagline memorable. This short phrase should provide a brief and catchy summary of the key message of the video and should be meaningful and relevant. A good tagline should be unique and prominent because it is the first thing viewers will see. For maximum impact, the tagline should fit within a single sentence.
Consider the script from the perspective of a viewer. Does it explain the topic accurately and interestingly? It is important to make sure that the script features the right information at the right time, and that it doesn’t contain too much information that could become overwhelming. It is also important to look out for any sections of the script that could be difficult for a viewer to follow, or any language or phrases that could be misinterpreted or confusing.
Collaborate with voiceover artists and animators. Choose a voice that matches your brand personality and resonates with your target audience. Work closely with animators to ensure that the visuals align with your script. Provide clear guidelines and examples to help them understand your vision. The collaboration between scriptwriters, voiceover artists, and animators is essential in creating a seamless and impactful explainer video.
Thumbnail of video created by Impact Animated Videos
In the above explainer video script, the catchy opening is direct-to-the-point in immediately presenting the brand and what it offers. The lively tone of the voiceover artist is aligned with the brand’s personality. It delivers the message using simple sentences and smooth transitions as it takes the shopper on what to expect in the online shop from one step to the next. The script’s message is highlighted with the accompanying music and sound effects. It uses strategic keywords throughout the script that target online shoppers. The script also ends with both a memorable tagline and a powerful call to action.
Reinforce and advance the structure and narrative arc.Once you have your core message and you’ve established the tone, weave together the scenes or events of your explainer video. If your narrative is straightforward, aim for simplicity and ensure the flow is continuous. A standard video should be one to two minutes long; nevertheless, for conveying more intricate information or ideas, some added screen time could be beneficial. Being succinct and making the video interesting is more important than the length. Once you have drafted your outline, bring your vision to life by filling it out with specific scenarios, activities, and spoken content.
Maintain a steady pace. It’s crucial to consider the length of the video in crafting your script. A minute-long script would ideally comprise approximately 125-150 words. This duration should suffice in conveying a broad overview of the product or service. These numbers may fluctuate depending on several factors such as language, tone, pauses, and stress. The voice actor requires time to articulate phrases accurately and at a good pace. This is so the audience can fully comprehend the content and absorb the information.
Conclusion: Putting your script into action and measuring its success
Crafting the perfect explainer video script is just the first step. After this, you need a pro illustrator or designer and then a voiceover artist and animator. Once your video is complete, it’s essential to put it into action and measure its success. Share your video across relevant platforms and track its performance using analytics tools.
Monitor key metrics such as views, engagement rates, and conversion rates to evaluate the effectiveness of your script. Use this data to make informed decisions for future video marketing campaigns. Continuously iterate and improve your script based on the insights gained from analyzing its performance.
By following the steps outlined in this article, you can create an explainer video script that captivates, convinces, and converts your audience. Remember to prioritize clarity, engagement, and alignment with your brand voice. With a well-crafted script, your explainer video has the potential to grab attention and drive meaningful results.
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