Supercharge Your Explainer Video Script Writing!
Table of Contents
In this article, you will learn 13 time-tested animated video script writing tips and tricks that are guaranteed to improve your writing and the overall effectiveness and presentation of your animated video.
The 13 tips we cover are:
1). Overwrite, then condense
2). Words Per Minute
3). How long should your video be?
4). Use active language
5). Write with the visuals in mind
6). Test your script
7). A/B Testing
8). Keep it conversational
9). Focus on one core message
10). Add a strong call-to-action (CTA)
11). Match your script to your brand’s personality
12). Avoid over-explaining
13). Optimize for mobile viewing
Ready to learn? Let’s dive in!
Tips to help you improve your animated video script writing.
1). Write A Big First Draft, Then Condense It
Don’t worry about making the first draft of your animated video’s script sound perfect. Start by getting all of your ideas written down. Don’t judge or edit or worry about getting the perfect word choice, just focus on documenting all of your ideas.
Once you’ve gotten everything out of your head and written down, go through your script and start cutting it down, editing and consolidating your ideas. Be specific and concise with your language because every word counts.
It helps to identify and group similar ideas together. We recommend identifying your key talking point(s) so it’s easier for you to prioritize which messages to keep and which parts of the script can be cut.
It’s best to write a long first draft of your script and then condense it while you revise it.
2). Words Per Minute
Aim for 125-150 words for each minute of animation. 150 words per minute (or 2.5 per second) is the comfortable average we recommend you aim for. Yes, you could cram 180 words into a one minute long animation. However, the more words you cram in there, the harder it will be for your audience to follow.
Aim for a word count of 125-150 words when you write the script for a 60-second video.
Additionally, good videos have tension and release with the voiceover. Occasionally, use pauses to highlight specific points. If you are trying to squeeze in as many words as possible into 60 seconds, there isn’t going to be enough time to allow for these important moments to happen in your video.
3). Overall Length
60 seconds really is the sweet spot for explainers. 30 second videos and 90 second videos also perform well. 2 minute videos can be done well but the retention rates may not be as consistent. If your video is long, consider splitting it up into multiple videos.
When you write the script for your video – most videos should aim for a length of 60 seconds.
Deep Dive: How many words are in a 60 second script?
4). Use Active Language
“Use specific and active language in your script” sounds more effective and authoritative than, “You should be specific and think about the words you want to use in your script.” Positive, affirmative words deliver your message in a pleasant fashion. Using the past tense or negative words detracts from your viewer’s cognitive experience of watching and taking in your message.
Which of these lines do you think converts better?
A). “We’re not very expensive”
B). “We’re affordably priced.”
Use active language while you write the script for your video.
5). Write With The Visuals In Mind
As you draft the script for the voiceover for your video, bear in mind that the visual story is meant to enhance the things you are trying to communicate. If you can show something instead of directly saying it, do so! It’s also a great opportunity to cut down on your word count.
Example:
One of our clients wanted the voiceover to list all the countries where heart disease is prevalent. We didn’t want to make the viewer to listen to a long list of countries because they would be more likely to tune out. Instead, we suggested we show a map and visually highlight the countries where heart disease is prevalent. This helped them shave a lot of words (and time) off of their animated video’s script.
6). Test Your Animated Video Script
Read your explainer video script to people. Check with people outside the sales and marketing team to make sure you’re not over-engineering it or putting in too much marketing speak. Speak to your target audience the way they talk. Use their language/vernacular and slang. For tech products, make sure you speak with the same level of technical sophistication as the person making purchasing decisions.
Test and review the script you wrote.
Ensure your message works for your audience before all the time and love is spent creating beautiful custom visuals for your animated video. Changing your script or storyboard after the design phase has begun can increase your animation cost.
7). A/B Testing
If time and budget permits, we recommend creating variations for the intro and the ending of your animated explainer video. Testing different intros means you can end up with a version of your video that gets more people’s attention and holds it longer. Testing different endings is important because you may find that one version delivers a significantly higher conversion rate.
Deep Dive: How to Improve Your Video Conversion Rate
If time and budget allow, we recommend split testing variations of your animated video to see which version performs best.
8). Keep It Conversational
Your script should sound natural when spoken aloud. A good rule of thumb is to write like you talk—avoid overly complex sentences or jargon that might confuse your audience. A conversational tone helps keep viewers engaged and makes your message more relatable. If you’re unsure, read your script out loud to hear if it flows naturally.
9). Focus on One Core Message
Your explainer video should have one primary takeaway that everything centers around. If you try to explain too many things at once, your message can become diluted. Instead, focus on the single most important point you want your audience to remember and structure your script around it. If you have multiple key messages, consider creating separate videos to maintain clarity.
10). Add a Strong Call-to-Action (CTA)
Every explainer video should have a clear next step for the viewer. Whether it’s visiting your website, signing up for a demo, or making a purchase, your CTA should be direct and compelling. Instead of a vague “Learn more,” try something specific like “Sign up today for a free trial.”
11). Match Your Script to Your Brand’s Personality
Your animated video should reflect your brand’s voice and personality. If your company is fun and playful, use humor and lighthearted language. If you’re in a professional industry, maintain a tone that instills trust and credibility. Consistency in tone helps reinforce your brand identity.
12). Avoid Over-Explaining
Your audience doesn’t need to know every detail—just enough to spark interest and action. Use analogies, storytelling, or metaphors to simplify complex topics. If your product has a lot of features, highlight the most important ones rather than overwhelming your viewers with too much information.
13). Optimize for Mobile Viewing
A growing portion of your audience will watch your video on a mobile device. We recommend you structure your script for easy, on-the-go comprehension. Use short, punchy sentences and avoid cramming too much information into one scene.
Video Script Writing: Final Thoughts
Writing an effective animated video script requires a mix of clarity, brevity, and tonality. By following these tips, you’ll create a script that not only informs but also inspires action. If you need help crafting your script, don’t hesitate to reach out!
Hire Video Igniter to Write Your Video Script And Create Your Animated Video
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Video Script Writing Success Stories & Testimonials
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Alex Raymond – Founder, Kapta Systems
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