A guide to write a compelling animated explainer video script

28th September 2023

In the world of digital marketing, animated explainer videos have emerged as a potent tool for conveying complex ideas in a straightforward, engaging, and memorable manner. These videos have the power to captivate your audience, elucidate your product or service, and elevate your brand's visibility. Yet, the crux of a successful animated explainer video lies in the script – the cornerstone upon which the entire video is constructed. In this blog, we will delve into the art of crafting an animated explainer video script that leaves an indelible mark.

Understanding the Core Objectives

Before you embark on the journey of scriptwriting for your animated explainer video, it's imperative to grasp the fundamental objectives behind it. Start by addressing these pivotal questions:

What's the Message You Want to Convey?

To craft an impactful animated explainer video script, it is paramount to hone in on a message that is both crystal clear and succinct, directly addressing the primary challenges faced by your audience. The success of your script pivots on the strength of this message, serving as the linchpin that holds the entire narrative together. Consequently, it is imperative to distill this message into a form that is not only straightforward but also intimately connected to the pain points experienced by your target audience. In essence, your script should transcend mere information-sharing, morphing into a compelling and resonant narrative that speaks directly to the hearts and minds of your viewers. This transformation, fueled by a well-crafted message, elevates your script's potency as a formidable tool for effective communication and storytelling, ensuring that your audience not only comprehends your content but also feels a profound connection with it.

Who Is Your Audience?

Delving into the essence of your audience is an essential component of crafting an effective script. It's akin to fitting a key into a precisely crafted lock; when you truly understand your target group, you possess the power to tailor your script in a manner that aligns seamlessly with their specific needs, preferences, and challenges. This customisation, born from a profound comprehension of your audience's psyche, is the catalyst that propels your script towards heightened effectiveness and audience engagement. In essence, your script evolves from being a mere conveyance of information to a resonant and compelling narrative that intimately connects with your viewers, making it a formidable tool in your arsenal for communication and storytelling.

What Action Do You Want Viewers to Take?

Determine the action you want viewers to take and make it crystal clear in your script. Whether you want them to sign up, buy your product, or learn more about your service, being straightforward is essential.

Timing Matters

In the world of animated explainer videos, timing is of the essence, and a concise 1-2 minute duration, roughly encompassing 240 words, emerges as the sweet spot. Within this brief timeframe, the script must artfully balance brevity and effectiveness. It commences by swiftly introducing the central problem, captivating the audience's attention from the outset. This initial engagement sets the stage for the subsequent presentation of your solution, where clarity and precision become paramount. Every word counts. Concluding the narrative with a compelling call to action, the script ensures that your animated explainer video conveys its message memorably and resonates with your viewers, who, in a world of fleeting attention spans, are more likely to remain captivated from start to finish. Thus, within the confines of 240 carefully chosen words, the script serves as a potent tool to drive engagement, understanding, and action, making it an indispensable asset in the arsenal of any brand or content creator seeking to leave an indelible mark on their audience.

Embrace the Art of Conciseness

Embracing the art of conciseness is paramount when crafting scripts for animated explainer videos, as these videos are characteristically succinct, typically spanning one to two minutes. This brevity necessitates a thoughtful and strategic approach to scriptwriting. To make every word resonate and maximize the impact of your message, consider the following strategies:

Start with a Hook

To captivate your audience effectively, commence your video with a compelling hook. This can take various forms: you might pose a thought-provoking question that piques curiosity, unveil a surprising statistic that demands attention, or paint a relatable problem that your product or service is poised to solve. By starting with a powerful hook, you immediately draw viewers into your narrative and set the stage for what follows.

Maintain a Clear Structure

To create a script that resonates powerfully, it's imperative to uphold a meticulous approach to organisation. This involves structuring your script in a way that offers transparency and coherence to your narrative. Dividing it into three well-defined segments – the problem, the solution, and the call to action – serves as a structural framework that not only imparts a logical flow to your video but also elevates viewer comprehension. By adhering to this structured approach, you not only simplify the journey for your audience but also fortify the script's ability to effectively convey your message, ensuring that it is both lucid and compelling. In essence, this methodical organisation transforms your script into a strategic communication tool, facilitating a seamless and engaging viewer experience while underlining the clarity and persuasiveness of your content.

Be Ruthlessly Concise

To achieve scriptwriting excellence, it is essential to prioritise a level of precision that leaves no room for ambiguity. Each sentence within your script should be a purposeful entity, devoid of the clutter of jargon, filler words, or any superfluous information. Embrace a writing style that is not only concise but also transparent, enabling every sentence to artfully convey the core essence of your message. This commitment to ruthless conciseness ensures that your script is a finely honed tool, capable of delivering your message with utmost clarity and impact, engaging your audience effectively while eliminating any potential confusion or distraction.

Focus on Benefits

Direct your attention to showcasing the advantages of your product or service. Emphasise how it can enhance the viewer's life, using persuasive language that deeply connects with your audience. By spotlighting these benefits in a compelling manner, you can effectively convey the value your offering brings to the table.

Create a Relatable Story

Harness the power of storytelling to forge a stronger connection with your audience. Integrating a narrative into your script can make your message not only relatable but also enduringly memorable. To do this effectively, consider introducing a relatable protagonist who represents your target audience. Place them in a context that vividly illustrates the problem your product or service addresses. Then, seamlessly transition into showcasing how your offering becomes the hero of the story, resolving the challenge. By creating this narrative arc, you're not just conveying information; you're crafting an emotional journey that resonates with your viewers, making your message more profound and unforgettable.

Introduce a Protagonist

Introducing a protagonist in your script is a powerful storytelling technique. This character should be carefully crafted to embody the characteristics of your typical user or someone who grapples with the problem your product or service is designed to solve. By creating this relatable figure, you provide your audience with a lens through which they can empathise and connect on a personal level.

Once you've introduced this character, it's time to present the challenge they are facing. This challenge should be framed in a way that clearly defines the pain points or obstacles that your product or service ultimately aims to alleviate. By illustrating the problem effectively, you set the stage for the protagonist's journey towards a solution, engaging your audience and compelling them to invest emotionally in the narrative.

Present the Challenge

To create an engaging storyline, it's vital to present a clear and compelling challenge or pain point that your protagonist is currently grappling with. This challenge should be described in a way that evokes empathy and understanding from your audience. By doing so, you set the stage effectively for the problem that your product or service is uniquely poised to solve. This narrative technique not only engages your viewers but also establishes a relatable context, making the solution you offer more meaningful and impactful. In essence, it lays the foundation for your audience to see your product or service as the much-needed answer to the protagonist's predicament.

Offer the Solution

Now, to propel your narrative forward, it's time to introduce your product or service as the hero, the shining solution to the challenge presented earlier. Paint a vivid picture of how your offering operates, elucidate its functionality, and articulate why it stands as the optimal choice. This phase of the script is pivotal; it's where you transform your product or service into the knight in shining armor, ready to conquer the problem at hand. By comprehensively explaining its merits and superiority, you not only clarify how it works but also inspire confidence in your audience, convincing them that your solution is precisely what they need to surmount their challenges.

Show Transformation

To truly resonate with your audience, it's essential to illustrate the transformation that occurs in your protagonist's life after they've embraced your product or service. This transformation serves as the emotional core of your narrative. By vividly portraying the positive changes and benefits your protagonist experiences, you bring your solution to life in a tangible and relatable manner.

Visual elements are instrumental in this phase; they allow your audience to visually witness the evolution and improvement in the protagonist's life. Whether through before-and-after scenarios, animations, or real-life testimonials, these visuals enhance the impact of your message, making the transformation more evident and compelling. In essence, this narrative technique not only informs but also emotionally engages your viewers, driving home the message that your product or service is a catalyst for positive change.

Write for the Ear, Not Just the Eye

Keep in mind that crafting a script for an animated explainer video is a multidimensional task, catering to both the visual and auditory senses. When you put pen to paper, it's crucial to consider how the words will come across when spoken aloud. Opt for a conversational tone, ensuring that your script flows naturally when narrated.  Steer clear of convoluted or lengthy sentences that may pose challenges for voiceover talent to articulate smoothly. Instead, favor concise, straightforward language that facilitates a seamless auditory experience. By harmonising the written word with the spoken voice, you enhance the overall effectiveness of your script, allowing your audience to absorb the message effortlessly while watching and listening to your video.

Edit and Refine

Once you've drafted your explainer video script, take the time to edit and refine it. Read it aloud to ensure it flows well and maintains a natural rhythm. Eliminate any ambiguity and tighten up the language for maximum impact.

In conclusion, crafting an animated explainer video script requires a thoughtful approach. By understanding your objectives, embracing conciseness, creating a relatable story, and writing with the auditory experience in mind, you can create a script that engages your audience, communicates your message effectively, and drives action.

Conclusion: Bringing Your Message to Life

In the world of animated explainer videos, the script is the heartbeat that drives engagement, understanding, and action. By mastering the art of scriptwriting, you can transform complex ideas into compelling narratives that leave a lasting impact on your audience.

Remember that your script should be a reflection of your brand's personality and values. It should resonate with your target audience, addressing their pain points and offering solutions. Craft each word with care, keeping it concise, engaging, and easy to understand.

By understanding your objectives, structuring your script effectively, creating relatable characters, and writing for both the eye and ear, you can create a script that not only informs but also captivates and inspires. Your animated explainer video script has the potential to be the driving force behind your brand's success.

How Can MHF Animation Video Production Company Help?

MHF is a specialist animated explainer video production company based in the heart of London. With a track record of creating captivating and informative animated videos, we've honed our expertise to deliver outstanding results for clients across various industries. Our team of seasoned professionals combines creativity and strategic thinking to craft visually stunning and highly effective animated explainer videos that engage, educate, and inspire.   From a scriptwriting perspective, MHF Video Production Agency offers two core services:

  1. Script Writing from Scratch: Our experienced team can create compelling scripts from scratch tailored to your specific project, ensuring a clear and engaging narrative that effectively conveys your message.

  2. Script Editing: If you already have a script but need enhancements or refinements, we provide expert script editing services. We'll work closely with you to fine-tune your existing script for maximum impact and clarity.

Our goal is to ensure that your script effectively communicates your message and aligns with your vision, whether it's starting from a blank page or refining your existing content.

Ready to transform your ideas into captivating animated video content? 

Contact Us Today!