How to Write an Explainer Video Script

An explainer video script template helps when the blank page starts staring back at you. That happens a lot. A company knows its product well, but the moment it has to explain that product in 60 or 90 seconds, everything suddenly feels too big. Features pile up. Stakeholders want their lines included. The script turns into a brochure with a voiceover.

That is the mistake.

A good explainer video script does not say everything. It says the right thing in the right order.

Start With the Viewer, Not the Product

Before writing one line, ask who the video is really for.

Not “business owners.”
Not “startups.”
Not “anyone who needs our product.”

Get sharper.

Is the viewer a founder trying to explain a new tool to investors? A marketing manager comparing vendors? A customer who keeps getting stuck during onboarding? A buyer who understands the problem but does not trust the solution yet?

This is where the target audience changes the whole script. A video for a first-time visitor should not sound like a video for a warm lead. A video for a technical buyer should not sound like a video for a non-technical customer.

If the viewer is vague, the script will be vague too.

The Basic Explainer Video Script Template

Here is a simple explainer video script template for beginners that works for most business videos:

Open with the problem.
Show why that problem matters.
Introduce the solution.
Explain how it works.
Show the outcome.
End with a clear next step.

That is it.

This structure works because it follows how people think. They care about their problem first. Then they want to know if you understand it. After that, they may care about your product.

A weak explainer video script often starts with the company. “We are a leading provider of…” That kind of opening is usually dead on arrival. The viewer is not ready to care about the company yet.

Start where they already feel friction.

Write the Problem Like a Real Person Would Say It

A problem line should feel familiar.

Bad version:

“Managing cross-functional workflow visibility is a challenge for growing teams.”

Better version:

“Your team keeps missing updates because every task lives in a different place.”

The second one is not fancy, but it sounds real. That is what good video script writing needs. Less internal language. More human pressure.

This is also where many scripts get too polite. They soften the problem until it barely feels like a problem anymore. Do not do that. If the issue costs time, say it costs time. If customers are confused, say they are confused. If the current process is messy, say it is messy.

The viewer should feel seen in the first few seconds.

Know What to Include in an Explainer Video Script

Here is what to include in an explainer video script if you want it to stay focused:

A clear opening problem.
A simple explanation of the solution.
One or two useful product details.
A believable outcome.
A direct next step.

That is enough for most explainers.

The video is not your entire website. It is not a sales deck. It is not a product manual. Treat it like the front door. It should make people understand enough to take the next action.

That is why brands use explainer video services in the first place. The goal is not just motion and design. The goal is a clearer message that does not waste the viewer’s time.

Keep the Script Shorter Than You Want

Most first drafts are too long.

A 60-second video usually gives you around 130 to 150 spoken words. A 90-second video may give you around 200 to 225 words. That is not much room.

So, how long should an explainer video script be?

Long enough to explain one idea. Short enough that the viewer does not feel trapped.

If the script runs past two minutes, ask why. Sometimes the topic needs more space, especially for technical products. But most explainer videos get longer because the team is afraid to choose.

A tight script forces decisions. That is a good thing.

Match the Script to the Animation Style

A script for 2D animation will not always work for 3D. A script for SaaS will not always work for a product video. The format matters.

For physical products, a 3D explainer video company may need a script that leaves room for product rotation, close-ups, internal views, or technical motion. The words should not explain every detail the viewer can already see. Let the visuals carry some of the weight.

That is a common mistake in product scripts. The voiceover says exactly what the screen is showing. It feels repetitive.

Better scriptwriting gives the viewer two layers: the visual proof and the spoken meaning.

Use 2D When the Story Needs Simplicity

A 2D explainer video company often works best when the video needs clean scenes, simple characters, icons, and easy transitions.

That changes the writing. You can use more visual metaphors. A messy process can become scattered cards. A confused customer can move through a short journey. A complex service can be broken into three clean steps.

This works especially well for service businesses, apps, customer education, and internal training.

The script should stay simple enough for the visuals to breathe. Too many words will crowd the animation.

SaaS Scripts Need a Different Kind of Focus

An explainer video script for SaaS products should not try to explain the entire platform.

That is where SaaS scripts go wrong. They start with one problem, then suddenly mention dashboards, workflows, integrations, reports, automation, onboarding, analytics, permissions, and team collaboration.

Too much.

A SaaS explainer video company would usually start with one user problem and one product path. What does the user struggle with? What action do they take inside the product? What changes after that?

That is the script.

If you need to explain more features, create more videos. One big video trying to do everything usually does nothing well.

A Simple Drafting Process That Works

Here is a practical way to write the first draft.

Write the customer problem in one plain sentence.
Write the outcome in one plain sentence.
Write three steps that connect the two.
Add the product only where it helps the story.
End with one CTA.

That gives you a rough video script outline without overthinking.

After that, cut anything that sounds like a brochure. Remove filler. Replace internal terms with customer language. Read it out loud. Then read it again with the visuals in mind.

That is how to write an explainer video script without turning it into a product lecture.

Common Script Mistakes to Avoid

The biggest mistakes are easy to spot once you know them.

Starting with the company instead of the problem.
Using jargon because the team is used to it.
Trying to cover every feature.
Writing sentences that sound good on paper but bad out loud.
Adding a vague CTA.
Ignoring the visuals until after the script is approved.

A strong animated explainer video script should feel like a guided path. Problem. Solution. Proof. Result. Next step.

Simple does not mean shallow. It means the viewer can follow it.

Frequently Asked Questions

Final Words

An explainer video script template is useful because it gives your message a shape before production begins. Start with the viewer’s problem, keep the product explanation focused, write for the ear, plan the visuals early, and end with one clear next step.

That is the difference between a video that simply looks polished and a video that actually explains. Good scripting saves time, cuts confusion, and gives the whole explainer video production process a stronger foundation.

Related Articles:

• How SaaS Companies Use Explainer Videos to Reduce Churn
• Types of Explainer Videos and How to Pick the One For Your Brand
• How Much Does an Explainer Video Cost for a Startup? An A-Z Guide