Explainer Video Script Writing: The Complete Guide

Why Your Script Is Everything

Most companies obsess over animation style while neglecting the script. This is backwards. A mediocre video with a great script will outperform a stunning video with weak messaging every time.

The script determines:

• What you say — your core message and value proposition
• How you say it — tone, pacing, and emotional arc
• What viewers remember — your hook and key takeaways
• What viewers do — your call-to-action

The Proven Script Structure

After producing hundreds of SaaS explainer videos, we've refined a structure that consistently converts:

Step 1: Nail Your Hook

You have 3 seconds. Make them count. Here are hook formulas that work:

The Problem Statement

The Question

The Statistic

The Bold Claim

What NOT to do:

• Start with your logo animation
• Start with "Hi, we're [Company Name]"
• Start with generic statements like "In today's fast-paced world..."

Step 2: Define the Problem

The problem section builds relatability. Your viewer should think: "Yes, that's exactly my situation!"

Be Specific

Generic problems don't resonate. Compare:

Use Their Language

Research how your customers describe their problems. Use those exact words. Check:

• G2 reviews (yours and competitors)
• Reddit threads in your niche
• Sales call recordings
• Support tickets

Step 3: Agitate the Pain

This is where many scripts fall short. Agitation makes the problem feel urgent. It's the difference between "I should fix this someday" and "I need to fix this now."

Agitation techniques:

• Cost of inaction: What happens if they don't solve this?
• Competitor comparison: Others are solving this—why aren't you?
• Emotional impact: How does this problem make them feel?
• Time pressure: This problem gets worse over time

Step 4: Introduce Your Solution

Now—and only now—do you talk about your product. The viewer is primed with pain. They want relief.

The Feature-Benefit Bridge

Never list features without benefits. Use this formula:

Feature Only ❌	Feature + Benefit ✅
"We have real-time sync"	"Real-time sync means your team always has the latest data—no more outdated spreadsheets"
"Built-in analytics dashboard"	"See exactly which deals are at risk so you can save them before they slip away"
"One-click integrations"	"Connect your entire stack in minutes, not months—no developers required"

Step 5: Show the Benefits

Paint the "after" picture. What does life look like once they use your product?

The Rule of Three

Highlight exactly 3 benefits. More than 3 becomes overwhelming. Less than 3 feels incomplete.

• Benefit 1: The primary value (usually time or money saved)
• Benefit 2: A secondary value (usually process improvement)
• Benefit 3: An emotional value (usually peace of mind or confidence)

Step 6: Craft Your CTA

The call-to-action must be:

• Single: One action, not three options
• Specific: "Start your free trial" not "Learn more"
• Low friction: Make it feel easy

CTA Examples

Script Writing Best Practices

1. Write for the Ear, Not the Eye

Read your script aloud. If it sounds stilted, rewrite it. Spoken language is different from written language.

2. Keep Sentences Short

Long sentences are hard to follow in video. Break them up. One idea per sentence.

3. Use "You" More Than "We"

The video is about the viewer, not you. Count your pronouns:

• ❌ "We built the best CRM. We have 10 years of experience. We help companies..."
• ✅ "You deserve a CRM that works. You'll save 10 hours weekly. You'll close more deals..."

4. Avoid Jargon

If your mom wouldn't understand it, simplify it. Technical audiences still appreciate clarity.

5. Include Visual Cues

The script should guide the visuals. Include notes for the animation team:

Full Script Example

Here's a complete 60-second script for a fictional SaaS product: