10 Steps To Write An Attention Grabbing Explainer Video Script

Imagine you're tasked with creating an explainer video for your business. You grab a cup of coffee, put on your favorite playlist, and sit at your computer to get started. Then, you stare at a blank screen, unsure how to begin. Sound familiar? You’re not alone. It happens to the best of us. That blank screen can be intimidating. Writing an explainer video script doesn’t have to be so daunting. If you’re wondering how to make an explainer video, the key is to start with a clear plan, break the process into smaller steps, and focus on delivering your message effectively.

This blog will guide you through creating a great explainer video, starting with the script. We will highlight the importance of a well-crafted script, offer tips for making it engaging, and provide a handy template to streamline your explainer video production services and kickstart your project.

The Need for a Great Explainer Video Script

The script is your secret weapon when creating an explainer video that truly resonates with your audience. Think of it as the backbone of the entire production, the blueprint that brings your ideas to life. Your video can be unclear, disjointed, or boring without a solid script.  

Let's Talk Time: Writing a Great Explainer Video Script Takes Time

You can take your time with writing a great explainer video script. It requires:

• Thought
• Creativity
• A deep understanding of your audience

According to HubSpot, 29% of marketers say that ideation, script writing, and editing are among the most time-consuming aspects of video creation. Why? The script is the heart of the video, and everything else falls into place when it's done right.  

What's So Great About a Script, Anyway?  

A good script does more than just provide a voiceover. It sets the tone, keeps the message clear, and ensures that every second of the video counts. It's where you:

• Hook your audience
• Guide them through your message
• Lead them to a clear call to action

Why is a Well-Crafted Script So Important?  

For one, it ensures that your explainer video is coherent and flows naturally. Without a strong script, the video can jump from point to point without making a real connection. A concise, engaging script keeps everything on track, ensuring your audience grasps the core message without feeling overwhelmed or lost. 

But beyond just being clear, a great script drives engagement. When your script is written to capture attention and maintain interest, viewers are likelier to watch the whole video. And when they watch all the way through, the chances of converting them skyrocket, whether it’s making:

• Purchase
• Signing up
• Learning more  

A strong explainer video script isn’t just about words; it’s about shaping the experience for your audience. If done right, it turns an ordinary video into a persuasive, memorable piece of content that pushes viewers to take action.  

4 Proven Formulas for Writing an Explainer Video Script

1. Problem Agitation Solution (PAS): Unpacking the Basics

The PAS structure is a classic in marketing and sales. This persuasive storytelling technique revolves around three main elements:

• Identifying a problem
• Agitating that problem
• Presenting a solution

This structure works exceptionally well for explainer videos. It addresses the viewer’s pain points and offers a solution, creating an immediate connection and understanding.

Identifying the Problem

The first step is pinpointing a specific issue your target audience faces. This problem should be relevant and significant, something they can easily recognize and relate to. Clearly defining the problem captures the viewer’s attention and sets the stage for your message.

Agitating the Problem

Once the problem is identified, the next step is to delve deeper into it. Highlight the following:

• Frustrations
• Inconveniences
• Negative emotions associated with the problem

This intensifies the issue, making it more pressing and urgent in the viewer’s mind.

Presenting the Solution

Introduce your product or service as the ideal solution. This step should directly address the pain points and provide clear benefits. Present your solution compellingly, showing how it can transform the viewer’s experience.

2. The Hero’s Journey: Making Your Viewer the Star

The Hero’s Journey is a narrative structure used in storytelling for centuries. It involves a hero who:

• Embarks on an adventure
• Faces and overcomes a crisis
• Returns home transformed

This structure can be adapted to create compelling explainer videos that take the viewer on a journey, making them more invested in the story and, by extension, the product or service being explained.

The Hero’s Problem

Introduce the hero (your target audience) and their significant problem or challenge. This sets the stage for the journey and engages the viewer by presenting a relatable issue.

The Call to Adventure

The hero encounters something that prompts them to leave their ordinary world. This could be:

• Discovery
• Opportunity
• Urgent need

This marks the beginning of their adventure.

The Adventure

The hero navigates through challenges and overcomes obstacles with the help of allies, tools, or newfound knowledge. This part of the journey highlights the process of overcoming the initial problem.

The Crisis + Resolution

The hero faces a major crisis that tests their resolve and abilities. Overcoming this crisis is a turning point in the journey, leading to resolving their problem.

The Transformation

The hero returns home transformed, having gained new insights, abilities, or benefits. This transformation shows the viewer the positive impact of the journey.

3. Features-Advantages-Benefits (FAB): The Key to Making Your Product Shine

The FAB structure is a powerful way to showcase your product or service in your explainer video. It involves:

• Highlighting your product's Features
• Explaining its Advantages
• Demonstrating the Benefits that the customer will receive

Features

Start by highlighting your product or service's specific features. These are the unique aspects that set it apart from competitors.

Advantages

Next, explain the advantages of these features. Describe why these features are beneficial and how they improve the product or service.

Benefits

Demonstrate the benefits that the customer will receive. Show how these features and advantages will solve their problems or improve their lives. The FAB structure is particularly effective when you want to highlight the unique selling points of your product or service. It allows you to showcase the specific features of your offering, explain why these features are advantageous, and demonstrate how they can benefit the customer.

4. AIDA (Attention, Interest, Desire, Action): The Classic Approach to Writing an Explainer Video Script

The AIDA structure is another popular choice for explainer video scripts. It guides the viewer through cognitive stages, from initial attention to final action. It stands for Attention, Interest, Desire, and Action, each representing a step in the viewer’s journey.

Attention

Begin by capturing the viewer’s attention. This could be through a startling fact, a compelling question, or an intriguing statement that relates to their needs or interests.

Interest

Next, build interest by providing more information about the problem or opportunity. Highlight the topic's relevance and importance to keep the viewer engaged.

Desire

Showcasing your product or service's benefits and how it addresses the viewer’s needs creates a desire for it. Use persuasive language and visual elements to make the viewer want your offer.

Action

Prompt the viewer to take action. This could be visiting your website, signing up for a free trial, or contacting your sales team. Make sure the call to action is clear and compelling.

Revolutionizing Video Production with a Subscription Model

Writing an explainer video script is easy with Moonb’s proven structure that helps:

• Organize ideas effectively
• Write engaging content that resonates with your audience.

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Why Choose Moonb?

• A flexible, subscription-based model.
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• A superior alternative to traditional agencies, freelancers, or in-house teams.

Elevate Your Brand

Positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. 

Start a 3-day free trial with our product demo video service to take your content to the next level.

Related Reading

• What is an Explainer Video
• What is the Purpose of a Storyboard
• Animation vs Live Action
• Explainer Video Types
• Explainer Video Cost
• How Long Should an Explainer Video Be
• Types of Motion Graphics
• Video Production Checklist

10 Steps To Write An Attention-Grabbing Explainer Video Script

1. Define the Goal

Before writing a single word, take the time to define the goal of your explainer video. This step is crucial because it is the foundation of your entire script. You need to be clear about your objectives. 

Are you introducing a new product, explaining how a service works, or addressing a common pain point? Ask yourself:

• What is the one thing I want my audience to understand after watching the video?
• What action do I want them to take after watching the video?
• Is it to make a purchase, sign up for a trial, or learn more about a service?

Identifying the goal helps focus your script and ensures that every word you write drives toward this outcome.

2. Identify the Target Audience

Understanding your target audience is essential for tailoring a message that resonates with your audience. Consider the following:

• Demographics: Who are you speaking to? What is their age, gender, location, etc.?
• Interests: What are their passions or hobbies? What do they care about?
• Pain Points: What problems or challenges are they facing that your product or service can help with? 

Understanding your audience helps you craft a message that directly speaks to their needs and desires, making the video more personal and engaging. If your audience feels the video is meant specifically for them, they’re more likely to continue watching and taking action.

3. Break It Down Into Sections

A good explainer video script is structured in a way that is easy to follow. It should be broken down into clear sections or steps, each introducing a new idea or concept. Here’s how to think about this:

• Problem: Start with the pain point or challenge the audience is experiencing. This makes the problem relatable and sets up the need for a solution.
• Solution: Present your product or service as the solution to your outlined problem.
• Benefits: Highlight your solution's key features and benefits and how it directly addresses the audience's pain points. 
• Call to Action (CTA): End with a clear call to action, telling the audience what you want them to do next. These sections should flow logically, with one idea leading into the next. This structure helps guide the viewer’s attention and keeps them on track with your message.

4. Engage Your Viewer with a Relatable Narrative

You need to make the script relatable to capture your audience's attention. Consider storytelling as a powerful way to connect emotionally with your viewers. Here’s how:

• Speak Directly to the Viewer: Use the second person ("you") to engage the audience. This creates a more personal and direct conversation, which helps maintain attention.
• Match the Language to Your Audience’s Profile: Tailor the tone and style of your language to your target audience. If you're addressing professionals, keep it formal and precise. A more casual, upbeat tone might be appropriate for a younger audience. 
• Avoid Complex Terms: Use simple, straightforward language to ensure the message is understandable. Overly complicated terms or industry jargon can confuse your audience, causing them to tune out. 
• Tell a Story: Instead of simply listing features or facts, frame your script like a story. Introduce a relatable problem, build tension around it, and then introduce your solution. A story creates a narrative arc that is more engaging and memorable than a dry explanation.

5. Write a Compelling Introduction

Your introduction is the hook that grabs attention right away. You only have a few seconds to convince your viewer to keep watching, so make it count. Here’s how: 

• Present a Relatable Problem or Challenge: Start by addressing something your target audience can relate to, whether it’s a common issue they face or a need they have. This creates instant relevance.
• Emphasize the Significance: Don’t just state the problem; show why it matters. The more pressing or urgent you can make the problem feel, the more likely viewers are to stick around for the solution. 
• Set Up the Solution: After outlining the problem, introduce the idea that you have the perfect solution. This sets up the rest of the video, anticipating how the viewer’s problem will be solved. The key to a compelling introduction is to create curiosity and make viewers feel that watching the video is worth their time.

6. Present the Solution

Once you’ve caught the viewer’s attention, it’s time to introduce your solution. But don't just throw your product at them; show them how it solves the problem naturally and compellingly. 

• Introduce Your Product or Service Clearly: Explain what it is and how it works, but keep it simple. Avoid overwhelming your audience with too much detail at once. 
• Highlight Key Benefits: Focus on the most critical features and how they specifically address the pain points you outlined earlier. This is where you get to show how your solution stands out from the competition. 
• Show Value: Explain how the viewer will benefit from using your product or service. Will it save them time, money, or stress? Help them see the tangible value they will receive.

7. Control Your Script Length

Keeping your script concise is crucial. Viewers have short attention spans and may lose interest if the video drags on too long. Here are some tips: 

• Stick to the 130-150 Words Per Minute Rule: This keeps the pace steady and ensures you deliver your message without overwhelming the viewer. 
• Keep It Within 1-2 minutes: Explainer videos should ideally be between 30 seconds and 2 minutes long. Anything longer risks losing the viewer’s attention. 
• Time Your Script: Read the script aloud or use an online timing tool to check the video's length. Keep the pacing consistent, and adjust the word count if needed.

8. Include a Call to Action

Your CTA is the final push that tells the viewer exactly what you want them to do after watching the video. Make sure it’s:

• Clear: Avoid ambiguity. Be direct and tell the viewer what they should do next, whether it’s visiting a website, signing up for a trial, or making a purchase.
• Compelling: Highlight the value or urgency to encourage the viewer to act now. Use action-oriented language that pushes them to take the next step.
• Aligned with the Video’s Goal: The CTA should be the logical conclusion to the video. It should tie directly into the problem you addressed and the solution you presented.

9. Revise and Refine

A good script requires multiple drafts. After your initial draft, take time to review and refine your script:

• Review for Clarity: Ensure that every part of the script is clear and easy to understand. Simplify any sections that feel too complicated or long-winded. 
• Ensure Smooth Flow: The script should transition smoothly from one idea to the next. Watch for any awkward shifts or pacing issues. 
• Get Feedback: Show your script to others, preferably people in your target audience—and see if they find it engaging and easy to follow. Use their feedback to make adjustments and improve the overall script.

10. Tweak Script to Go Visual-First

Explainer videos are primarily visual mediums, so make sure your script emphasizes how the visuals will complement the narrative.

• “Show, don’t tell”: Instead of explaining the benefits, show them through animation, motion graphics, or other visual tools. Visuals can often communicate complex ideas more quickly and effectively than words alone. 
• Use Visual Cues: Consider how different visuals (like animations or kinetic text) can enhance the understanding of your message. Pair your script with these visuals for maximum impact. 
• Complement the Visuals with Narration: Ensure the voiceover or on-screen text complements the visuals without overwhelming them. The narration should guide the viewer’s attention and provide context for what they’re seeing.

8 Best Practices For Writing An Engaging Explainer Video Script

1. Shorter is Better

Explainer videos are meant to be captivating, creative, and informative. It’s no secret that human attention spans are shrinking. Over 40% of online adults are multi-device users and millions of content flood those screens daily. So, if your content isn’t snappy and to the point, you could lose your viewers to a video. 

Your explainer video is a teaser trailer for your product or service to a Hollywood blockbuster. You don’t want to give too much away in your video because this doesn’t generate any buzz or excitement among consumers. Plus, if your video is short—like, 6 seconds—Then you can place it as an unskippable ad on YouTube, which means guaranteed views for your money.

2. Speak Directly But in a Friendly Way to the Target Audience

What I mean by direct tone is that you engage your customers in a conversation-driven towards showing them what matters most to them. You have to ask yourself questions like:

• What does the viewer or customer care most about?
• How is their problem solved by the product or solution I am trying to offer?
• This is where you use personal pronouns like ‘you’ and ‘your.’

3. Give the Audience What They Don’t Have, Tell Them What They Do Not Know

Your focus should always be the information they need about you and your product so they can trust you to buy from you. A friendly and conversational tone is what will allow you to make a successful sale.

4. Pick the Right Tone for the Entire Video

Before you get down to paper and pen with your script, you should have a clear image of your customer in mind as you pick the general tone of your video. This can be inspired by writing down a summary idea of what you expect the audience to do after watching my video. Doing this will help you identify the right tone for your video. Imagine what a summary of the video would be, and then pick a tone for the entire video.

5. Make Use of a Story, Don’t Be Dry

There is no harm in going a little out of the way and create a story that would give life to my content, rather than just providing dry facts and definitions. There is a tangible effect on the audience when you show them how your services or products have benefited others. Present a real-life story that your customers can relate with and make them know how my product will benefit them.

6. Know When to Be Humorous

Humor is used in almost every part of any conversation. It is a crucial tool to spice up a storytelling session and helps catch attention. If you decide to be funny in your script, make sure it falls into the right place; otherwise, misplaced humor is easily noticeable and you will look miserable and desperate in the eyes of your target audience. You may end up putting them off rather than winning them over.

The best way to add humor is through the animations you choose for your video rather than putting it all over the script. Let the cartoon icon be as funny and catchy as you can make them look, but communicate the message clearly.

7. Don’t Fear to Make Mistakes in a Script

Most people want to be perfect at first trial, and that is where we sometimes go wrong. It is okay to write a script and go through it only to find several mistakes. If you find mistakes, write another one and correct the mistakes of the first script. Do this over and over until the final piece is near-perfect. 

It’s recommended that you write a draft first and edit it later. Write a one-page draft script (about 60 seconds of video), which is the recommended length of an explainer video. This first script will normally be long and filled with mistakes; that’s fine. 

Here’s where you are allowed to write as descriptively as possible:

• Visualize your scene: Describe the video concept in detail without worrying about mistakes.
• Flesh out your idea: Present your vision fully to understand what you want to convey.
• Refine later: Identify areas for improvement and polish your script.
• Embrace mistakes: Accept early errors as part of the process to perfect your explainer video script.

8. Get Feedback

Feedback from your friends, family, and coworkers is an easy way to ensure you create engaging content. Just be careful to make sure that they give you honest feedback. Ultimately, no matter what you do, using a script template will ensure you do not miss the mark with your project.

Related Reading

• Tech Explainer Videos
• Benefits of Explainer Videos
• Explainer Video Examples
• Explainer Video Characters
• B2B Explainer Videos
• Motion Graphics Explainer Videos
• Healthcare Explainer Videos
• Video Production Checklist
• Saas Explainer Videos
• Startup Explainer Video

What Makes a Great Explainer Video Script

Clarity: Keep Your Message Simple

A great explainer video script prioritizes clarity. Your audience needs to immediately understand what your video is about without feeling overwhelmed by jargon or complex terms. It’s essential to keep the message simple and direct, speaking in terms your audience can easily grasp. 

Engagement: Hook Your Audience From the Start 

Your script should hook the viewer’s attention from the first second. This means capturing the essence of their pain points or interests right away, whether through a thought-provoking question or an intriguing problem. Your script needs to make them want to keep watching. 

The challenge is maintaining this engagement throughout the video, using compelling visuals and a well-paced narrative that keeps the audience interested.

Relevance: Make It Personal 

A great explainer video script speaks directly to your audience’s needs and desires. It’s about understanding what matters to them, whether:

• Solving a problem
• Meeting a need
• Achieving a goal

When your video addresses these key issues, it feels more personal and meaningful, making viewers more likely to connect with the content and, ultimately, the product or service being offered.

Solution-Oriented: Present the Solution Clearly 

Your script should present a solution to the problem or pain point identified earlier. The best explainer videos highlight the product or service’s benefits, showing how it directly solves the viewer's challenges. This solution must be portrayed as easy to understand, attainable, and valuable, leaving no doubt in the viewer’s mind that this is exactly what they need.

Call to Action: Motivate Them to Take Action 

Every great explainer video script wraps up with a strong, clear call to action. Whether it’s urging viewers to make a purchase, sign up for a demo, or contact your business for more information, the CTA should be direct and easy to follow. It should prompt the viewer to take that next step, turning the interest generated by the video into real action.

Related Reading

• Motion Graphics Companies
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• 30 Second Explainer Videos
• Top Explainer Video Companies
• Product Video Companies
• Stop Motion Animation Examples
• App Explainer Video
• 3d Video Production Companies
• Best Explainer Video Software
• 2d Explainer Video
• 3d Explainer Videos

Start a 3-day Free Trial to Take Your Content to the Next Level with Our Product Demo Video Service

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via Trello, Slack, and MS Teams, weekly strategy calls, and a contract-free, full-service production approach. 

Moonb is a superior alternative to traditional video agencies, freelancers, and in-house production teams. Our flexible, subscription-based model combined with our expertise in creating compelling video content positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. 

Start a 3-day free trial with our product demo video service to take your content to the next level.

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