In the world of digital marketing, few tools are as effective or as underestimated as a great Script a Killer Explainer Video. Whether you’re launching a new product, simplifying a complex service, or pitching a startup idea, a strong explainer video can capture attention, build trust, and drive conversions in under two minutes.
But here’s the secret most people miss: Script a Killer explainer video doesn’t start with animation or visuals it starts with the script.
If your visuals are flashy but the story falls flat, your viewers will bounce. But if your script is tight, clear, and emotionally resonant, even simple visuals can shine. In this blog, we’ll walk you through exactly how to write a compelling, conversion-focused Script a Killer Explainer Video step by step.
Why the Script Matters Most
Think of your script as the foundation of your explainer video. It determines:
- What message gets across
- How the viewer feels
- Whether they take action
It’s not about cramming in every detail. It’s about clarity, structure, tone, and emotional pull.
A killer script does three key things:
- Grabs attention in the first few seconds
- Explains the value of your product/service simply and persuasively
- Drives action with a clear call to action (CTA)
Let’s break down how to achieve that.
Step 1: Know Your Audience
Before you write a single word, get crystal clear on who you’re talking to.
Ask yourself:
- What’s their biggest pain point?
- What do they already know?
- What frustrates them?
- What do they want more than anything?
The more specific your audience, the more effective your message. Don’t try to write for “everyone.” Write for one ideal viewer, and speak to them like a real human.
🔑 Pro Tip: Use language your audience actually uses not marketing speak. If they say “I hate wasting time on reports,” then say that. Not “optimize your productivity.”
Step 2: Follow the Classic Explainer Video Structure
Most killer explainer videos follow a proven structure. It’s simple, effective, and keeps viewers engaged from start to finish.
Here’s the basic framework:
1. The Hook (0:00–0:10)
Start strong. Your first few seconds are everything. This is where you grab attention with a problem, question, or bold statement.
Examples:
- “Still wasting hours on spreadsheets?”
- “Meet the tool that saves marketers 10+ hours a week.”
- “Running a business shouldn’t feel this overwhelming.”
2. The Problem (0:10–0:25)
Now dig into the pain point. This is where you show empathy and prove you understand the viewer’s struggle.
Keep it relatable and specific. Make them nod their heads.
Example:
“Most small business owners spend more time managing operations than growing their business. It’s frustrating, exhausting, and totally avoidable.”
3. The Solution (0:25–1:00)
Introduce your product or service as the clear solution. But keep it benefit-focused not feature-heavy.
Show what it does. But more importantly, show what it helps the user achieve.
Bad:
“Our app integrates with third-party APIs.”
Better:
“Our app helps you sync all your data no code, no hassle.”
4. How It Works (1:00–1:20)
Give a simple, step-by-step breakdown of how it works. This is the logic after the emotion.
Use 2–4 clear steps and avoid technical jargon. Keep it light, helpful, and visual.
Example:
“Just sign up, connect your accounts, and let our dashboard track everything for you. You’ll see results in days not weeks.”
5. Call to Action (1:20–1:30)
End with a strong, confident CTA. Tell your viewers exactly what to do next.
Examples:
- “Start your free trial today.”
- “Schedule a demo and see it in action.”
- “Join 10,000+ happy customers sign up now.”
Make it urgent. Make it simple.
Step 3: Keep It Short and Sweet
The best explainer videos are 60–90 seconds. That means your script should be around 150–200 words.
Avoid:
- Long intros
- Complex side plots
- Technical deep dives
Stick to the essentials. One problem. One solution. One action.
Remember: This isn’t your homepage. It’s your elevator pitch only animated.
Step 4: Write Like You Talk
Your script should sound like a real person having a real conversation. Read it out loud. Does it flow naturally? Or does it sound stiff and robotic?
Keep these tips in mind:
- Use contractions (“you’ll” instead of “you will”)
- Avoid jargon unless your audience expects it
- Break long sentences into short ones
- Use simple, visual language
Example:
“Think of us as your digital assistant one that never sleeps and always gets your numbers right.”
Step 5: Inject Personality and Emotion
Even B2B videos can have a little fun. Inject some personality into your tone. A touch of humor, a dash of empathy, or a clever metaphor can go a long way.
Examples:
- “Spreadsheets aren’t sexy. But saving 10 hours a week? Very sexy.”
- “Your customers shouldn’t need a PhD to use your platform.”
- “We’re like a magic wand for your marketing chaos.”
When your script feels human, it builds connection and trust.
Step 6: Pair with Visual Cues (for Animation)
If you’re handing off your script to an animator or studio, create a two-column script format:
| Voiceover | Visual Notes |
|---|---|
| “Meet Jasper.” | A character waves in front of a cluttered desk |
| “He runs a busy online store.” | Quick shots of orders, emails, customer chats |
| “But managing it all? Total chaos.” | Everything piles up on screen, looking chaotic |
This helps animators visualize each scene and understand pacing. The smoother your communication here, the stronger the final video will be.
Step 7: Revise, Test, and Tweak
Your first draft won’t be perfect and that’s okay.
Here’s what to do:
- Read it aloud: Check for awkward phrasing or long sentences.
- Time it: Aim for 60–90 seconds.
- Get feedback: Ask someone unfamiliar with your product to read it. Do they “get it”? Is it interesting?
- Tweak accordingly: Simplify. Clarify. Cut anything that doesn’t serve the core message.
Bonus: Common Mistakes to Avoid
❌ Too Many Features
Remember: Features tell. Benefits sell. Focus on outcomes, not tech specs.
❌ Weak Opening
Don’t waste the first 10 seconds with “Welcome to our video.” Hook them immediately.
❌ Vague CTA
End with a clear, specific next step. Make it easy for viewers to act.
❌ Boring Tone
If it doesn’t grab attention, it doesn’t matter how accurate it is. Use story, humor, or emotion to stand out.
Real-World Example Breakdown
Here’s a sample 60-second explainer script:
Voiceover:
“Tired of juggling five tools to manage your social media? Meet Schedulr the all-in-one platform that helps you plan, post, and track, all from one place.”
Visuals:
Frustrated person switching between apps, then relieved using one dashboard.
Voiceover:
“Just connect your profiles, drag in your content, and schedule posts across all channels—days in advance.”
Visuals:
Smooth drag-and-drop interface, calendar view, scheduled posts auto-publishing.
Voiceover:
“Less time managing, more time creating. Start your free trial today and take control of your content calendar.”
Visuals:
Big bold CTA with a happy user smiling and sipping coffee.
It’s short. It’s emotional. It shows the problem, the fix, and the benefit.
Final Thoughts: The Script is the Strategy
A killer explainer video isn’t just about animation. It’s about nailing the message. And that starts with your script.
The right script:
- Connects emotionally
- Explains clearly
- Converts confidently
Take the time to understand your audience, simplify your message, and craft a script that feels human, helpful, and memorable.
Because once the words are right, the visuals will follow and your explainer video won’t just inform. It’ll inspire action.
