5 Steps to Crafting High-Impact Explainer Video Scripts

Explainer videos are one of the most powerful tools for brands to engage audiences, simplify complex concepts, and drive action. In fact, 83% of people today prefer consuming instructional or informational content through videos (TechSmith).

Whether you’re launching a product, educating customers, or building brand awareness, a well-structured script serves as the foundation of a successful video.

A great explainer video isn’t just about stunning visuals or sleek animations—it’s about the message you’re conveying. The right script captures attention, communicates effectively, and inspires action.

So, how do you ensure clarity while keeping the content engaging? How do you balance storytelling with persuasion?

In this guide, we’ll walk you through our step-by-step process of crafting a compelling explainer video script—one that grabs attention, delivers results, and drives your audience to take action.

Step 1: Define Your Objective

Before putting pen to paper (or fingers to keyboard), you need to clearly define the purpose of your video. Every successful explainer video starts with a single, well-defined goal.

• What do you want to achieve? Are you looking to drive sign-ups, boost sales, educate your audience, or introduce a new concept?
• What action should the viewer take? Should they visit a website, download a guide, sign up for a free trial, or make a purchase?
• What emotion should they feel? Should they feel inspired, reassured, excited, or curious?

Having a singular objective ensures that your script remains focused and effective. Without a clear goal, your message may become muddled, leading to confusion and disengagement.

Pro Tip: Try to sum up your objective in one sentence. For example:
“This video will explain how our time-management app simplifies daily tasks and encourages viewers to sign up for a free trial.”

Step 2: Understand Your Audience

An explainer video isn’t just about what you want to say—it’s about what your audience needs to hear. To craft a script that resonates, you need to understand:

• Who is watching? Are they business professionals, tech-savvy users, first-time buyers, or existing customers?
• What are their pain points? What problems are they trying to solve?
• Why should they care? How does your product or service improve their life or business?
• What keeps them engaged? Do they prefer facts, humour, real-world examples, or emotional storytelling?

Speak to them directly, considering their literacy, comprehension, and disposition. Tailoring your message to your audience ensures that they remain hooked from start to finish. 

Pro Tip: If you’re unsure about your audience’s goals and challenges, you are likely not ready to start creating content for them. Try conducting surveys or researching customer feedback to build a customer profile or buyer persona.

Step 3: Tailor Your Message

Time is limited. Most explainer videos run between 30 to 90 seconds, meaning you have only about 4-5 key messages per minute. This is why clarity and brevity are crucial.

Here’s how to keep your script engaging and to the point:

• Avoid jargon – Use simple, conversational language that everyone can understand.
• Stick to the essentials – Focus on the most important points and avoid unnecessary details.
• Break it up – Use short, snappy sentences to maintain interest.

Remember, context matters. Is your audience watching for legal or training purposes, or are you catching them in the middle of their day? Their level of investment will determine how much detail you can include.

The more detail you add, the higher the risk of losing your audience. Identify the minimum level of comprehension required for your least engaged viewer, and structure your script around key messages.

Pro Tip: One minute of video is approximately 150 words—which isn’t much. Read your script out loud. If it feels too long-winded, simplify it.

Step 4: Structure Your Script for Maximum Impact

The structure of your explainer video script is just as important as the content. A well-organised script keeps the viewer engaged and ensures they understand your message. Here’s a proven structure that you can follow:

1. Quick Intro

Open with a strong hook that grabs attention immediately. This could be a question, a statistic, or a bold statement. The goal is to pique interest within the first few seconds.

1. Premise/Problem

Define the problem your audience faces. Make it clear why this is a problem worth solving. Your audience needs to identify with the problem to stay engaged.

1. Solution

Now, introduce your product or service as the solution to the problem. This is where you highlight the key features and benefits of what you offer. Keep it clear and straightforward.

1. Justification

Explain why your solution works. This part is where you build trust with your audience. Provide any proof, testimonials, or examples that show why your solution is the best choice. Don’t just say it works—prove it. This part will likely take the most amount of time.

1. Objection Handling

Anticipate and address any doubts or objections your audience might have. This could be reassurance about the product’s effectiveness, pricing concerns, or a risk-free trial offer. Handle these objections calmly and confidently to put your audience at ease.

1. Conclusion/Wrap-Up

Summarise the key points. This ensures that your audience leaves with a clear understanding of your message.

1. Call to Action (CTA)

This is where you tell your audience exactly what to do next. Whether it’s signing up for a free trial, downloading a resource, or making a purchase, your CTA should be clear, compelling, and easy to follow. The more direct and actionable it is, the better.

Step 5: Review and Refine

Once you’ve written your script, take the time to review and refine it.

• Is it clear? Is the message easily understandable, or are there parts that need simplifying?
• Is it engaging? Does the script keep the viewer interested, or does it lose momentum halfway through?
• Is it relevant? Does the script properly address your audience’s needs, concerns or pain points?
• Is the CTA strong enough? Does the audience know exactly what to do next?

The best explainer video scripts are those that are constantly refined and optimised.

Pro Tip: If possible, test your script with a small group from your target audience before finalising it. Their feedback can reveal unclear sections, missing details, or areas that need improvement.

Get Started Creating Your Own Mission-Driven Script

Writing a powerful explainer video script doesn’t have to be complicated—but it does require thought, strategy, and intent. Now that you have the tools to craft a punchy script, why not put them to the test?

If you need more guidance on creating explainer videos that drive impact, download one of our free Punchy Starter Packs.

Our Punchy Starter Packs provide the resources and expert guidance you need to create explainer videos that convert. Whether you’re just starting out or refining an existing script, the Starter Pack includes a copy of our Scripting Guide PDF, a customisable scripting template, and expert tips to help you craft clear, compelling messages that engage your audience effectively.

Get Your Starter Pack Here