An explainer video helps viewers understand a product, service, process, or idea. Its script must plan the spoken words and the visuals together. A narration-only draft may sound clear but leave the editor or animator unsure what to show.
A reliable starting structure is:
Audience problem → solution → how it works → benefit → one next action
That next action is the call to action, or CTA. It tells viewers what to do after watching, such as creating an account, booking a demo, or reading a guide. The template below turns this structure into a scene-by-scene production plan. It is followed by a fictional 58-second example.
Decide the message before writing scenes
Choose one specific audience and one problem. A tutor who loses time arranging lessons needs a different script from a retailer explaining returns. A broad audience leads to a vague opening and too much information.
Write five short answers before drafting:
| Planning question | Example answer |
|---|---|
| Who is watching? | Independent tutors |
| What problem do they face? | Too many messages to arrange lesson times |
| What should they understand? | One booking page can organize availability |
| What outcome matters? | Fewer scheduling conversations |
| What should they do next? | Create a booking page |
The video should focus on one main idea. If the product has ten features, choose the one that solves the stated problem. Save the others for a product tour or separate video.
The six-scene explainer video template
Use one row for each scene. The times are estimates, so read the completed voice-over aloud before production.
| Time | Purpose | Voice-over template | Visual direction | On-screen text |
|---|---|---|---|---|
| 0:00–0:08 | Hook | “When [audience] tries to [goal], does [specific frustration] get in the way?” | Show the exact frustrating moment. | Short phrase naming the problem |
| 0:08–0:20 | Problem | “Right now, you may be [workaround]. That means [consequence].” | Show the current process and its friction. | One consequence |
| 0:20–0:30 | Solution | “[Product or idea] gives you a simpler way to [desired result].” | Introduce the solution as the problem becomes clear. | Name plus primary benefit |
| 0:30–0:48 | How it works | “First, [step one]. Next, [step two]. Then, [step three].” | Match each step to what viewers see at that moment. | Step 1, Step 2, Step 3 |
| 0:48–0:55 | Benefit | “Instead of [old pain], you can [practical outcome].” | Show the improved result. | Concise outcome |
| 0:55–1:00 | CTA | “Start by [one specific action].” | Show the destination or action. | One clear instruction |
This expands the four-part structure in Wistia’s explainer guidance: introduce the customer problem, present the solution, show how it works, and finish with a CTA.
Worked example: a fictional scheduling tool
Product: LessonLoop
Audience: Independent tutors
Goal: Encourage tutors to create a booking page
Claim boundary: Because LessonLoop is fictional, the example includes no real performance results, price, or testimonial.
| Time | Scene | Voice-over | Visual direction | On-screen text |
|---|---|---|---|---|
| 0:00–0:11 | Hook and problem | “Still chasing students for times that work? Between texts, emails, and calendar checks, booking one lesson can take longer than the lesson itself.” | A tutor switches between messages and a calendar while trying to find an open slot. | Booking should not take longer than teaching. |
| 0:11–0:20 | Solution | “LessonLoop gives independent tutors one simple booking page, so families can see available times and choose the slot that suits them.” | Messages slide away. A clean booking page displays available times. | One page. Clear availability. |
| 0:20–0:35 | How it works | “First, add the subjects you teach and the hours you want to offer. Next, share your page by email or text. When a family books, the appointment appears on your calendar.” | Show the three actions in order: add availability, send the link, receive a calendar appointment. | 1. Add availability 2. Share link 3. Get bookings |
| 0:35–0:44 | Benefit | “Families get a clear choice. You get fewer back-and-forth messages and a schedule you can check at a glance.” | A parent selects a time. The tutor views an organized calendar. | Less arranging. More teaching. |
| 0:44–0:52 | Adoption step | “Start with one subject and one week of availability. Once the routine works for you, add the rest.” | The tutor begins with a small setup and expands it. | Start small. |
| 0:52–0:58 | CTA | “Ready to spend less time arranging lessons? Create your LessonLoop booking page today.” | Show a simple end card and the booking-page action. | Create your booking page. |
The example works because each scene has one clear job. The opening shows a familiar problem, the middle demonstrates three steps, and the ending asks viewers to take one action. The visual column also gives the editor specific instructions instead of vague directions such as “show an engaging product experience.”
Write visuals that explain the words
For every narration line, ask: What should the viewer see while hearing this?
A useful visual should show the problem, explain how the solution works, label a step, or demonstrate the result. Multimedia-learning research supports pairing narration with relevant graphics and showing related words and visuals at the same time. It also supports highlighting key information and removing distractions. This research concerns instructional learning. It supports choices that improve clarity, but it does not prove that a particular animation style increases sales. See the review of multimedia learning principles.
Use voice-over for explanation, visuals for demonstration, and on-screen text for labels or short reminders. Do not place the entire spoken script on screen while viewers follow a separate animation.
Set the runtime by reading aloud
For a first draft, plan roughly 120 to 150 spoken words for a 60-second video. Boords uses 130 words per minute, while Biteable uses about 150 words. These are planning conventions, not universal standards.
Technical terms, pauses, demonstrations, and unfamiliar names slow the speaker down. Record the intended speaker reading the final script, and leave time for scene changes. A 60 to 120-second range works well for many basic explainers, but complex products may need a short overview followed by a separate demonstration. Wistia’s video data also shows that shorter videos often have stronger percentage engagement, while longer videos can generate more total watch time, so topic and viewer intent should determine length.
Plan accessibility with the script
Captions are timed text for spoken dialogue and sounds that convey information. They differ from decorative on-screen labels. Under WCAG 2.2, prerecorded synchronized media requires captions at Level A, and prerecorded video requires audio description at Level AA.
Before production, check that captions include meaningful dialogue and sounds. Make sure narration or an equivalent alternative communicates essential visual instructions. Keep text visible long enough to read. The CTA should remain understandable without relying only on color, sound, or screen position.
Measure what happens after publication
Track play rate, viewer retention, CTA clicks, and the action viewers take after clicking. A sharp drop at the beginning means the opening takes too long to reach the viewer’s problem. A drop during the mechanism means a step needs simpler wording or clearer visuals. A strong completion rate with few CTA clicks means you should review the requested action, its placement, or the destination.
