How To Write a Good Explainer Video Script
How do I write a great script for my animated explainer video?
Animated explainer videos are some of the best marketing tools your brand can invest in when it comes to getting the word out about your products and services. For your animated video to be effective though you have to start with a compelling story, and this means writing a good video script.
The truth is no matter how wonderful the animation is if the story behind that animation is confusing, off-brand, and/or boring the video won’t be effective. So, let’s discuss how to write a good explainer video script, shall we!
Before we get started talking about how to craft those amazing stories let’s discuss what an animated explainer video actually is. An animated explainer is a video that uses voice narration to impart information to a brand or companies potential customer base paired with animated visuals and text.
By using the combination of creative visuals and audio you will be engaging more of the audience’s senses and therefore allowing them to retain information faster and easier. Sure, you could just use an animated video with motion graphics and still be able to get your message across to the audience, but without a script, even that will be difficult because the script is the skeleton of the video itself.
Without a skeleton, you wouldn’t be able to walk and it’s the same for your animated explainer video. It is the tool that the animators will
Does The Script Really Matter That Much?
Before we get started talking about how to craft those amazing stories let’s discuss what an animated explainer video actually is. An animated explainer is a video that uses voice narration to impart information to a brand or companies potential customer base paired with animated visuals and text.
By using the combination of creative visuals and audio you will be engaging more of the audience’s senses and therefore allowing them to retain information faster and easier. Sure, you could just use an animated video with motion graphics and still be able to get your message across to the audience, but without a script, even that will be difficult because the script is the skeleton of the video itself.
Without a skeleton, you wouldn’t be able to walk and it’s the same for your animated explainer video. It is the tool that the animators will use to craft the actual animation. So does the script really matter? Definitely! For both the animator and your customer base.
Process of Writing a Good Explainer Video Script
For you to develop a good explainer video script understanding the complete script writing process is necessary. By having a structured outline of the steps you will be able to draft a script that is both engaging as well as informative in no time.
Start With A Brief
Before you even start putting fingers on the keyboard it’s always best if you start with a creative brief. This brief will give a basic overview of what your animated explainer video is looking to achieve and what the overall vision is.
In this brief, you should answer what problem you are looking to solve, what your solution does to solve that problem, as well as a call to action. During this phase, you also might want to create a short summary (sometimes called a lift pitch) that you can impart quickly if asked to do so.
Structure Is Everything
Next, you need to lay out the structure of the script. you should first discuss the problem, then demonstrate your service or product, and after that move on to explaining why your service or product is the way to go.
This is a basic three-act script setup that you can then use to craft a great explainer video. To draft your story use real-life statistics and experiences as much as possible. This will elicit a stronger emotional reaction from your potential client and lead to a better customer conversion rate.
Use our words
Once you have this structure all that is left is to write the actual video script itself. To make your script more engaging, you’ll want to write the way you talk. Basically, this means that your script should be written in a conversational tone.
It should almost feel like a dialogue between the narrator and the viewer. As you are writing just think about how you would have this conversation with a friend and let the words flow onto the page or computer screen.
Things To Consider When Writing Your Script
As you begin to lay out the storyline of your animated explainer video some key things have to be considered in order to make your video fit your needs. We like to think there are three categories of considerations that must be present when drafting your awesome video script.
Brand
Animated explainer videos have been around for a few years now, but they are still relatively new when it comes to marketing. Just because it may be a new avenue for you doesn’t mean you should try to reinvent the wheel. Instead, stick with what is true to your brand.
In other words, the video should look seamless when viewed next to other forms of your media. This means you need to write your script in your brand’s voice and stick with what brought you to the party.
Customer
Next up you have to consider the problem you’re looking to solve and the customer that you’re looking to help with this problem. For instance, if you’re writing for a predominantly millennial customer base you will want to stay with a tone that is a little simple and interactive to grab their attention.
This also includes using verbiage as well as visuals that will engage them. Everything about your animated explainer video should not only represent your brand but be something that your potential customer base will be drawn to.
Product/Service
Lastly, you have to look at the product or service you’re looking to offer. This will dictate the stories that you tell and the statistics you use. Without consideration of this factor, the animated explainer video you’re looking to script out will be nothing but a waste of time.
So as an example going back to answering a problem for your customer maybe you’re looking to develop an app that helps the millennial deal with anxiety throughout the day. If this was the product or service that you were scripting your animated explainer video for you would want to use relaxing colors.
You might also want to consider using a more laid-back nonclinical dialogue. Understanding your market and your product will allow you to draft a really great script for your video.
Tips To Creating an Animated Explainer Video Script
So now that we have looked at why the script is important, the process, and some key considerations there are also a few tips that we would like to share with you that will help you create an animated explainer video that will elevate your brand’s marketing strategy.
Here are our top 10 tips we know work well when it comes to drafting video explainer scripts that are not only entertaining but beneficial to both you and your potential customers:
Illustratable Words
The trick when it comes to creating an animated explainer video script is to make sure that the script itself is easily illustrated through animation. Using complicated and unfamiliar words may end up delivering a script that is not only cumbersome for the customer but also for the animator who is looking to bring your ideas to life.
So when writing your video script make sure to use simple words that can be translated easily into details and actions in your animated explainer video. Also making sure to use simpler words and concepts will allow the animator to ensure that they can stay within the standard 60 seconds when it comes to video explainers.
Though you’re looking for illustratable words and simplistic concepts you still need to make sure that you are speaking in your potential customer’s language As well as your industry.
You want your customer to feel comfortable as they’re watching your video while still remaining professional. So finding a nice balance between simple verbiage and industry jargon will be key to your script success.
Use humour
No one wants to sit there for even a minute and watch something that just isn’t entertaining. So when writing your script not only do you have to be informative, but you need to show a sense of humor. This combination engages the customer and keeps them in watching until the very end.
Just giving them a script that runs down a laundry list of statistics and facts will not keep anyone’s attention. Just like with the balance between illustratable words and industry jargon you have to find the sweet spot when it comes to information and humor.
Of course, you don’t have to deliver a script that has people doubled over in laughter but having a little bit in there will break up the monotony and make your video more memorable.
Words and tone
One of the key tips that we can give you is that when you’re writing your script you need to remember that the dialogue placed in it will be done via voiceover. So as you’re writing out this dialogue you’ll want to make sure that you think about your tone. Tone may be one of the most important aspects of your script.
If you want your animated explainer video to be lively and show your brand voice then you’ll want to ensure the tone matches that. Too often when brands or companies are beginning to script out their animated video they think about all the cool visual aspects that the animator will be able to employ.
But those animators need the tone just as much as the narrator to ensure that these video explainers are getting the job done. You also want to make sure you are very clear when it comes to pronunciation and words so that you don’t trip your narrator up when they are doing their voiceover.
Give your animator room to create
Understanding the importance of a script is a good first step but you have to also remember that it’s an animated script which means you have a collaboration going on. The script will of course guide the video itself, but you also have to give a little bit of room for interpretation so that the animators can add their mark to the project as well.
This means understanding that it’s OK if you have a few lines and ideas in the script that you’re not quite sure how will visually be shown. By allowing a few of these abstract concepts to float throughout your script you will allow for some pretty creative moments to be crafted by your animator.
Keep it short
Sometimes it is tempting to draft a script that has every answer to every question about whatever you’re trying to solve. We understand that you want to deliver as much information as possible.
But you also have to understand that typically animated explainer videos only average about 60 seconds. This equates out to about 180 words.
Sure there are voice actors that can read much faster and still be intelligible, but analytics show that longer explainer videos do not perform nearly as well when it comes to social media and other marketing tools that you will be using.
For this reason, one of our biggest tips is to remember that less is more sometimes. Stick to the important aspects and allow yourself to dive deeper once the customer has reached out.
Message In First 30 Seconds
You have very little time to get the point across to your potential customer. After all, as we have already said typically you’re looking at 60 seconds of viewing time. This means you not only have to deliver all the information but get to the point as fast as possible.
A good rule of thumb is to ensure that whatever message you’re trying to get across or problem you’re trying to solve is laid out within the first 30 seconds of your animated explainer video.
With that being said it’s even better if you begin you’re animated video script with the product or service you’re looking to provide the viewer. The quicker you can get the problem out the easier it will be to dive into writing the solution to that problem.
Pace is important
Once again you have limited time to deliver your message and convert your potential customer into an actual customer. Because of this, it means when writing your script pace is very important.
So like we said you need to make sure that you have your main message laid out within 30 seconds and then you need to pace the script so that you get all the important details in without feeling rushed.
Like with everything else having to do with animated explainer videos you will need to make sure there is a fine balance between pace and being informative. When sitting down to write your script make sure to bullet point out the pieces of information you need to have in your script and then work the script according to that list.
Tell a good story to the audience
Just like in television and film you need to make sure there is a cohesive story being told. This means creating a flow in the script that allows for that story to run its course in an entertaining and informative way.
To do that you have to have a good overall story that allows for your statistics and information to be relayed in a way that keeps the potential customer engaged. This can be done not only with the animated visuals but also by being clever with the dialogue and ways that the script imparts your message.
Let your imagination be free
When dealing with live-action atmospheres and actors there is a limit to what can be done without high-cost special effects. That’s one of the biggest benefits of choosing to do an animated explainer video.
The world is your oyster, and you can use your imagination and have things happen that you would never be able to do when dealing with an actual physical set. This of course means that no matter how complex your concepts are or intricate your metaphors the animator will be able to make your dream and vision come into reality.
So when writing keep that in mind because this will give you the ability to deliver a dynamic script.
A second pair of eyes
Any writer will tell you that sometimes it’s good to have a second opinion. So our final tip is to let somebody else read the script before you actually submit it to the company you have animating your video.
This will give you a better idea of how others will take in the information and may allow for some edits that you didn’t see during your first run-through of the script. The more streamlined you can make it the easier it will be for the animator and the quicker the process will be.
Final thoughts on script writing
With video becoming a more and more beneficial marketing tool your company will only benefit from embracing it and one of the ways that can be done is by employing an animation agency to help you create a spectacular animated explainer video.
Understanding how to write a good animated explainer video script will allow you and your brand to get your message across and engage your customers in a better way. By taking time to understand what needs to be considered, the process as well as employing a few of the tips we gave above you should be able to create a video that inspires viewers to look further into your products or services.