How to Write an Explainer Video Script (With Template)

The script is the most important part of any explainer video. Bad animation with a great script still produces a video that converts. Great animation with a bad script produces a beautiful video nobody finishes watching. The script comes first — always.

This guide walks you through the exact framework we use for every script we write at ExpansionVideos, plus a downloadable template and examples.

The Golden Rule: 130 Words Per Minute

Before we talk structure, here's the most important rule: a professional voiceover artist speaks at approximately 130 words per minute. That means:

• 60-second video = ~130 words
• 90-second video = ~195 words
• 2-minute video = ~260 words

Every word has to earn its place. Cut anything that doesn't move the narrative forward.

The 4-Part Explainer Script Framework

Part 1: The Hook (0–15 seconds)

Your first job is to make the viewer say "yes, that's me." Open with the problem — not your product. Make it specific, relatable, and slightly painful.

Bad hook: "Hi, we're Acme Corp. We make software for businesses."

Good hook: "You're managing five different projects, drowning in email, and somehow still missing deadlines. Sound familiar?"

The viewer should recognize themselves in the first 5 seconds or they'll scroll away.

Part 2: The Agitation (15–30 seconds)

Briefly expand on why the problem matters. Quantify the pain if you can. This is the "twist the knife" moment — you want the viewer fully invested in finding a solution before you offer one.

Example: "The average knowledge worker switches between 9 different apps every day. That context-switching costs 40 minutes of productive time — every single day."

Part 3: The Solution (30–50 seconds)

Introduce your product as the hero — but hero of the viewer's story, not yours. Show exactly how it solves the problem you just described. Be specific. Name the features that address the pain.

Key rule: "You" appears more than "we" in this section. The product is the tool. The viewer is the hero.

Part 4: The CTA (50–60 seconds)

One call to action. Not two. Not three. One. Make it specific and low-friction.

Bad CTA: "Visit our website, sign up for our newsletter, or follow us on social media to learn more!"

Good CTA: "Start your free 14-day trial at [domain].com — no credit card required."

The Explainer Script Template

[HOOK — 15 seconds / ~33 words]
[Open with a problem your viewer has. Make it specific.]

[AGITATION — 15 seconds / ~33 words]
[Why does this problem matter? What does it cost them?]

[SOLUTION — 20 seconds / ~43 words]
[Introduce your product. Show exactly how it solves the problem.
Name 2-3 specific benefits. Use "you" not "we".]

[CTA — 10 seconds / ~22 words]
[One clear action. One URL. One offer.]

Total: ~130 words = 60 seconds

Common Script Mistakes to Avoid

Mistake 1: Starting with "We are..."

Nobody cares who you are until they care about their problem. Always lead with the problem, never with your company.

Mistake 2: Listing features instead of benefits

"Our software has 150 integrations" is a feature. "Connect the tools you already use — no rework required" is a benefit. Write benefits.

Mistake 3: Vague social proof

"Thousands of companies trust us" says nothing. "Used by 12,000 teams in 60 countries" is specific and credible.

Mistake 4: Passive voice

Active voice is faster, clearer, and more energetic. "Files are synced automatically" → "It syncs your files automatically."

Mistake 5: Writing for the page, not the ear

Your script will be spoken aloud. Read it out loud while writing it. If you stumble anywhere, rewrite it. Spoken language has rhythm — written language often doesn't.

Before You Write: Do This First

Answer these four questions in one sentence each before writing a word:

1. Who specifically is this video for?
2. What is their #1 problem that your product solves?
3. What is the single most important thing you want them to know about your product?
4. What is the one action you want them to take after watching?

If you can answer all four in one sentence each, your script will almost write itself.

Need help with the script? At ExpansionVideos, script writing is included in all our video packages. Book a free call to discuss your project, or learn more about our explainer video service.