Explainer videos have become an extremely popular and effective way for businesses to quickly communicate key information and value propositions to their target audiences. A good explainer video can grab attention, efficiently explain a product or service, and drive conversions.
However, a mediocre explainer video script can result in a confusing, boring, or off-target video. Writing an engaging and informative explainer video script is crucial for producing a high-quality video that achieves your goals.
In this article, we’ll walk through the key steps and best practices for writing a compelling explainer video script that clearly communicates your core messages and resonates with viewers.
Type Of Explainer Video Script Approach
Explainer video scripts are a vital tool for businesses to convey their message effectively. There are two main approaches for these scripts: Problem-Solution and Stand-alone Story. Each approach serves a specific purpose in addressing different situations and products or services.
Problem Solution
The Problem-Solution Approach is utilized when you are addressing a well-known problem with your product or service. It involves presenting a problem statement that your target audience can immediately relate to, followed by introducing your product or service as the solution, highlighting its features and benefits. This approach is highly preferred for products or services that address common issues.
Let’s say you’re marketing a new brand of headache relief medication. In an explainer video using the Problem-Solution Approach, you would start by showing people struggling with severe headaches (the problem). Then, you would introduce your medication, showcasing its fast-acting relief and minimal side effects (the solution).
Stand Alone Story
The Stand-alone Story Approach is employed when you are dealing with an innovative concept, such as launching a new product or service that is unknown to people. In this approach, you start the video directly with the product or service and its benefits. It is ideal for introducing entirely new and unique offerings to your audience.
Imagine you’re introducing a groundbreaking virtual reality experience that has never been seen before. In an explainer video using the Stand-alone Story Approach, you would begin by showcasing the VR experience itself, immersing the audience in its incredible features and benefits without initially presenting a problem. This approach helps pique curiosity and generate interest in a novel concept.
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Different Formulas For Explainer Video Script
An explainer video script can follow different formulas or frameworks to effectively communicate key information to the audience. The formula you choose depends on your specific goals, target audience, and message. Here are three common explainer video script formulas:
Meet Bob Formula
This formula introduces a friendly, relatable character that the audience can connect with. The character encounters a problem that the target audience is likely facing. The video then shows how the product or service provides a solution. It explains how it works and the benefits it provides. This formula helps build an emotional connection with viewers.
Here is the script formula:
Meet Bob > Problem > Solution > How it works > Results > Tagline and Call to Action
Cut to the Chase Formula
This is a concise, straightforward formula. It quickly states the key problem the audience faces. Then it introduces the product or service as the ideal solution. The video focuses on explaining the solution and its benefits, rather than elaborating on the problem. This appeals to audiences who want a quick, no-fluff explanation.
Here is the script formula:
Problem > Secret Sauce > Why it works > Call to action
Cookie Cutter Formula
This formula speaks directly to the general audience. It presents a problem many people face today. It then explains how the product or service solves that widespread problem. It uses inclusive language like “we” and “you” to relate to a broad audience. The goal is crafting a message that applies to diverse viewers.
Here is the script formula:
Addressing General Audience > Problem > Solution > How it Works > Call to Action
What Makes A Great Explainer Video Script
There are several key ingredients that set great explainer video scripts apart from mediocre ones. An effective script grabs attention, clearly explains the key messages, resonates emotionally, and provides a call to action. In this section, we’ll explore some of the essential elements that make for a compelling and results-driven explainer video script.
Proper Story
An effective explainer video script tells one clear, concise story. The story should fall into one of two main categories – problem-solution or process overview.
With a problem-solution story, introduce a relatable issue your audience faces. Then position your product or service as the solution that makes their life easier. Focus more time on explaining the solution rather than elaborating on the problem. Leave viewers feeling excited about your offering.
For a process overview story, clearly outline the steps of how your product or service works. Move through each point efficiently, without digressing.
Regardless of the approach, make sure to:
- Establish upfront what story you’re telling and why it matters. Connect it to your audience’s wants and pain points.
- Anticipate the viewer’s questions and answer them within the narrative.
- Move through the story arc smoothly, from setup to impactful takeaway. Don’t meander or wait until the end to get to the point.
- Build trust and confidence with your straightforward, relatable messaging.
- Provide a clear call-to-action or takeaway so viewers know what you want them to do next.
The key is keeping a simple, focused story as the backbone of your script. This helps craft an explainer video that effectively engages viewers.
Distil Your Story
The goal of an explainer video is to communicate complex ideas in a simple, succinct way. Think of it like explaining something to a 5-year-old – use clear language and enthusiasm.
Here are some tips to distil your story:
- Try summarizing your story in just 5 sentences. This forces you to boil it down to the essentials.
- Use plain, conversational language. Write as if you’re speaking to a friend. Avoid complex jargon.
- Opt for short, simple sentences. They are easier for viewers to digest.
- Don’t condescend. Make the story simple but still interesting and respectful of your audience.
- Keep it concise. Shorter videos respect your viewer’s time.
The right balance is a story that’s easy to absorb but not dumbed down. Streamline your messaging without losing the core ideas. A distilled, focused story will better hold viewer attention.
Gain Your Audiences’ Interests
It’s critical to grab and retain your audience’s attention throughout an explainer video. To do this, you need to identify your viewer’s greatest pain points and focus on explaining specifically how you solve those issues. Even if your product or service solves many problems, laser in on what matters most to your target audience.
Use an interesting opening during the first few seconds to hook viewers and stand out from the competition for their attention.
Once you have them hooked, you need to work to keep them engaged all the way until the end. Remain energetic and enthusiastic in your scriptwriting. Make sure your messaging shows you truly understand your audience and their needs – let them know you hear their pain points.
Keep the story relatable and meaningful, focusing on the areas that offer the most value to viewers. If they don’t see personal relevance, they’ll lose interest quickly. Holding attention is challenging, but by concentrating squarely on your audience’s core interests and positioning your offering as the ideal solution, you can craft a compelling explainer video script.
Add Emotion
Eliciting an emotional response from your audience keeps them more engaged with your explainer video. There are a few ways to inject emotion into your script:
- Hook viewers right away with an impactful opening that grabs their attention.
- Use storytelling devices like humor, anecdotes, statistics, and tone to communicate how your audience should feel. Make sure the emotions match the subject matter appropriately.
- Showcase your brand’s personality to form a human connection. Come across as helpful, approachable, and friendly.
- Tug on heartstrings or make them laugh where fitting. Any emotional response helps deepen engagement.
You don’t need an award-winning tale. The goal is simply to tell a compelling story that resonates emotionally. For example, The Locust Effect explainer video uses voiceover, music, and visuals to powerfully convey the human impact of violence around the world.
Stirring your audience’s emotions can go a long way in crafting an impactful, memorable script.
Check Your Length
The ideal length for most explainer video scripts falls in the 1-3 minute range. Anything shorter than 1 minute usually won’t provide enough detail to effectively communicate your key messages. On the other hand, scripts longer than 3 minutes risk losing viewer attention before the end.
Be sure to check the length of your script once you have a complete draft. Time yourself reading the script aloud at a moderate pace to get a sense of the real runtime. In general, aim for 150-500 words, which typically translates to 1-3 minutes of video.
If your initial draft is too short, look for opportunities to include other helpful information for your audience while keeping it focused. If it’s too long, identify any repetitive or unnecessary passages you can tighten up or remove.
Another option for very lengthy scripts is to split them into multiple videos – consider an intro overview video followed by a deeper dive video. This allows you to cover all your content without overloading viewers.
Keeping your explainer video concise shows respect for your audience’s limited time. Checking the length and pace helps ensure your script hits that critical 1-3 minute sweet spot for effectiveness.
Test Your Script
To ensure your explainer video script will effectively resonate with viewers, it’s important to test it out with real people. While you don’t need a formal focus group, getting feedback is key.
At minimum, have a colleague, friend, or peer review your script. You can also read the script aloud and gauge their reaction. Getting a second set of eyes helps identify any areas that may not land or communicate your message clearly.
Ideally, run the script by 3-4 people to get well-rounded feedback. They may catch issues you simply can’t see as the writer. Listen to their impressions on what works versus what’s confusing.
Then, incorporate the feedback to refine your script. Strengthen weak spots, clarify ambiguous parts, and heighten the impact of effective passages.
Testing with real people, rather than just you and other internal team members, helps create a script tuned for your external audience. Small tweaks based on feedback can go a long way.
Tips for Writing Finest Explainer Video Script
Here are a few key tips to help you write a stellar explainer video script:
- Avoid overly cheesy cartoon narrators that feel gimmicky. While you can incorporate relatable human characters, don’t rely on a novelty tour guide.
- Edit ruthlessly. No first draft is perfect. Keep sentences short and tone appropriate. Craft a tight narrative flow. Cut anything unnecessary so the core story shines.
- Show off your expertise. Viewers want to learn from your video. Demonstrate your knowledge at every turn to build authority and deliver real value.
- Kill your darlings. As painful as it may be, cut even your favorite lines if they distract or disjoint the story.
- Rewrite and refine extensively. Short scripts take a lot of polishing to perfect.
- Maintain an appropriate, professional tone even if injecting humor. Don’t undermine your credibility.
- Lead viewers efficiently from beginning to end in a cohesive story. Avoid disjointed tangents.
Following these scriptwriting best practices will help you produce a sharp, focused, compelling explainer video.
Wrapping Up
Writing an effective explainer video script is crucial for producing a high-quality video that engages your audience and clearly communicates your messages. While the process takes work, the payoff of an impactful video is immense.
Follow the steps covered in this article to craft a compelling script: Choose a logical formula, build your story arc, inject emotion, refine the length, and test it with actual viewers. Employ best practices like ruthless editing and showcasing expertise to polish your script.
Transform Your Message With Animation
With a focused, well-structured script centered around your audience’s needs, you’ll have a solid foundation for an explainer video that captivates viewers and drives results. Remember that an explainer video is a significant investment, so take the time to get the script right. This deep upfront effort can elevate your video and your brand.
