A Guide To Crafting Engaging Explainer Video Scripts in 2023
Table of Contents
Let’s start this discussion with some statistics: According to a Biteable study, 94% of marketers plan to continue using video in the future. The reasons for adopting this strategy are obvious.
Explainer videos are a great way to promote your business. They are engaging and informative and can be used to:
Explain your product or service to potential customers.
Teach new customers how to use your product or service.
Promote your brand by hosting them on your website, social media platforms, and in paid advertising campaigns.
This blog post is divided into 3 sections:
Part I is an introduction to explainer video scripting and its importance to video making.
Part II takes you through the process in detail about how to create an explainer video script.
Part III talks about hiring a top explainer video service in case you do not have in-house facilities.
Part I: Introduction to Explainer Video Scripts
An explainer video script is a document that outlines the key points that need to be covered in an explainer video. A good script should:
Start by introducing the problem that the viewer is facing.
Engage the viewer by being clear and concise with your narration.
Explain the benefits of using the product or service and how the product or service can solve that problem.
Conclude by showcasing the company's logo and contact information.
1. A sample explainer video script
Here is an explainer video script template you could use. The script’s basic idea can be used for any type of video such as SaaS explainer videos or animated explainer videos.
2. Why is a script important for creating explainer videos?
A script serves as a roadmap for how the video will be structured and what content will be included in it. A well-crafted script can ensure that:
The message of the video is clear and concise, allowing viewers to quickly gain an understanding of the primary objective.
All relevant information is present while helping the video stay within an appropriate length.
Plan out any visuals needed, such as graphics or animations that may be used to help explain a concept more clearly.
Guide how best to structure dialogue and audio elements needed to maximize viewer engagement.
3. What are the steps involved in creating an explainer video?
There are broadly 5 steps involved in creating explainer videos. Let’s look at them now:
The first step: Understand your target audience and their interests and needs, which helps you create a script that speaks to them directly.
The second step: Create a clear and concise script so that the viewers can understand the video without having to read the subtitles.
The third step: Keep the video short and sweet. Most people won’t want to watch a long, drawn-out video. A duration of around 2-3 minutes is ideal.
The fourth step: Test and measure your result using analytics tools such as Google Analytics or HotJar to track how well your video is performing.
The final step: See how much traffic it’s getting, what percentage of viewers are converting, and so on. Improve your video strategy for future campaigns using this data.
Part II: How to write an effective explainer video script?
In this section, we will discuss script creation in greater detail. Let’s look at the steps involved:
1. Identify the target audience and their needs
By focusing on the needs of the target audience, businesses can create explainer videos that will have a positive impact on their customers. Before you start writing a script:
Identify the target audience and determine their wants, needs, and preferences to ensure that the video will meet their expectations.
Gather feedback from existing customers to further refine the script.
Watch this video from HubSpot Marketing about how to create buyer personas.
2. Set a goal for the explainer video
Before you create a script, establish a goal for your explainer video because it helps make:
Every decision that follows—from the actual script and visuals used to the length of the video and other production elements— is easier.
Set the goal to be specific and tangible—such as gaining more subscribers, generating leads, or increasing sales.
Watch this animated explainer video example created by Explainer Video Hero for In-App Chat, an instant messaging app that seeks to generate quality leads.
3. Brainstorm ideas and determine the main message
Brainstorming is an essential step of the creative process. It can help generate ideas and uncover fresh perspectives, which in turn could lead to powerful and innovative solutions.
Once ideas have been brainstormed:
Evaluate and discuss them to extract a main message.
Formulate or modify the main message with each successive round of brainstorming, depending on the nature of the project and the inputs from key stakeholders.
Consider and integrate all ideas to ensure that all perspectives are taken into account when formulating a main message for the project.
Watch this live-action explainer video created by Explainer Video Hero for Book Like A Boss, a booking page builder, that describes how their product addresses pain points such as never-ending email trails and chasing unpaid invoices.
4. Research and outline the story
Researching and outlining the story can help create a complete and well-developed plot. As a result, the plot is presented logically, with a beginning, middle, and end. It also helps create interesting characters, conflicts, and settings.
When researching and outlining the story, it's important to:
Consider all available sources of information such as personal experiences or stories shared by customers.
Decide how best to organize the information into an outline. It is important that an outline includes both major plot points and minor ones that relate to the story.
Watch this explainer video example from NASTEL, an Integration Infrastructure Management (i2M) that explains a complex subject well using good research.
5. Prepare a video treatment
A video treatment is a document that contains the basic elements of a script. It outlines story, characters, visuals, and other details for video production. The following are some other benefits of video treatment:
It provides an overview of the project and serves as a guide for scriptwriters to create the actual script.
It helps define the scope of a project before any filming begins.
It provides direction to the production team and helps them understand what kind of visuals they need to capture or create.
It serves as a reference document when creating budgets and timelines for a project.
The premise: Highlight how the ABC company enables businesses to unlock their potential by providing high-quality video production services without ever having to leave the office.
The premise: This video ad for ABC company focuses on the idea that remote production doesn’t have to be inferior to traditional face-to-face productions.
The video campaign for EVH is about showcasing how simple and accessible remote video production can be for businesses.
6. Write the script
Let us consider that we are writing an explainer video script for an accounting software. It should cover the following features to create a compelling explainer video that can help users quickly understand why this particular accounting software is their best choice.
Key features of the software and how they benefit users.
An overview of the user interface that explains how to navigate through each element.
Demonstrate how easy it is to set up and use the software, as well as show the user how it can help them stay on top of their finances.
Illustrate any special features or benefits that other similar programs do not have.
A call-to-action at the end, encouraging viewers to try out the software themselves.
Watch this video to learn how to write a script for YouTube.
7. Design visuals
Design visuals, such as graphics and images, can be used to help enhance the impact of a message. Here are the benefits:
Visuals carry meaning on their own and can supplement words to convey the desired meaning more effectively.
They can add clarity, create interest, reinforce key points, and emphasize the intended emotion of a message.
As a result, people can grasp the message more easily. For example, in a presentation on climate change, using visually stimulating graphs that illustrate how global temperatures have been rising over time would increase audience engagement.
Watch this explainer video example from Ibexa, a B2B Digital Experience Platform.
8. Choose the right music to complement the overall effect
Choosing the right music is an important part of creating a successful video. Music can be used to help set the tone and create an atmosphere that complements the overall effect of the video.
When selecting music pay attention to the following factors:
Think carefully about how it will work with the visuals and any dialogue or sound effects that are featured in the video.
Consider genres such as classical, jazz, rock, pop, hip-hop, and folk—all of which have a certain mood or emotion associated with them.
Look at tempo and volume to see if they match up with any particular scene in your video.
Last but not least, make sure you have the right to use it so that you don't infringe on any copyright laws.
Watch this explainer video example from peoplevine, a Premier Membership Platform, where they use funky background music to complement the video’s theme.
9. Use a voiceover artist
Creating an effective, engaging voiceover script is a detailed and creative process that requires careful forethought and planning.
Begin by outlining the main points you wish to make in your script.
Consider the tone that would be most appropriate for your project, as well as the length of time you want it to be.
Keep in mind that each sentence should sound natural when read aloud and flow naturally into the next.
Focus on making sure every key point is included while avoiding overcomplicated phrasing or long, unnecessary descriptions.
Read through your script multiple times before recording it—or even better, have someone else read it out loud—to ensure all the words will be understood by listeners.
This explainer video example is created by Explainer Video hero for Lyne.ai, an A.I. Powered Sales Personalization platform. The voiceover adds value to the video by being empathetic.
Part III - How to make an explainer video if you are new to the world of videos?
In case you still feel your interests are better serviced by hiring a professional explainer video service, that is understandable.
However, let’s look at the pros and cons of pursuing such a course of action along with the actual cost charged by Explainer Video Hero.
1. What are the advantages of hiring an external animated explainer video company?
Here are 3 advantages:
Access to expertise as top explainer video companies have professional teams.
Lower production costs because they have a proven workflow.
Professional quality as they are experienced.
2. What are the drawbacks of hiring an animated explainer video production service?
Here are 3 disadvantages:
High costs associated with external video production agencies.
Difficulty in maintaining control over the creative process.
Risk of creating content that does not meet the brand’s standards.
3. How much does an explainer video cost you if you hire an external explainer video service?
Individual explainer video companies have different explainer video pricing policies for explainer videos. So, explainer video cost varies widely.
Explainer Video Hero creates animated explainer videos for top companies around the world, and they charge:
Animated Explainer Videos - $2,000/minute
Live-action Explainer Videos - $1,000/minute
Let's recap the essentials of creating high-converting explainer videos before we wrap up:
Keep your video concise - Keep your script to around 2 minutes or less and focus on how your product or service will help solve their problem.
Use a hook - Capture the viewer's attention from start using a catchy headline.
Focus on your message - Use strong verbs and active language to keep the viewer engaged throughout the video. Avoid jargon and industry-specific buzzwords.
Use visuals judiciously - Use visuals to support your message, not to overload the viewer. Just be sure to keep visuals consistent with your brand’s identity and style guide.
Keep it simple yet engaging - Use storytelling techniques such as suspense and emotion to keep viewers engaged throughout the video.
1. What is an explainer video script?
An explainer video script is the foundation of a successful explainer video, providing the structure and narrative to ensure clear communication of the message. With the right script, you can ensure that you can produce the best explainer videos that are informative, persuasive, and entertaining.
2. How to use visuals to enhance your explainer video script?
From creative visuals to video transitions and special effects, visuals can help you enhance the overall impact of your script. You can add dynamic elements like arrows and icons to show how something works, or you can use humorous illustrations to lighten the tone of your video. You can also create visuals that highlight important points in your script and grab viewers’ attention.
3. How to structure your explainer video script?
Your script should be concise and easy to understand, but you must also include enough detail so that viewers can understand what your brand is offering. First, introduce the issue that you're addressing and set the context. Next, explain your solution and its benefits. Finally, provide a call-to-action for viewers so that they know what to do once they finish watching.
4. How long should an explainer video script be?
As explainer videos have become an increasingly popular tool for businesses, marketers are looking for the ideal script length to maximize the effectiveness of their explainer videos. The shorter explainer videos work well but more than the length, try to strike the right balance between length and impact. To produce a 1-minute explainer video, your script needs to be 130-150 words long. The ideal length of an explainer video is between 1 to 2 minutes.