How to write an explainer video script: template, word counts and real examples
A good SaaS explainer video script has 5 parts: a hook in the first 3 seconds, the pain your buyer feels, the discovery of your product, the outcome they get, and one call to action. At a normal voiceover pace, a 30-second script is about 65 to 80 words and a 60-second script about 130 to 160 words.
- Hook (0 to 3 s)
- Pain
- Discovery
- Outcome
- Call to action
What is the structure of an explainer video script?
| Part | Job | Share of a 60-second video |
|---|---|---|
| 1. Hook | Stop the scroll with a pain or a surprising line | 0 to 3 seconds |
| 2. Pain | Make the viewer feel the problem they already have | About 15 seconds |
| 3. Discovery | Show your product as the way out, on real screens | About 20 seconds |
| 4. Outcome | The result, ideally with a number | About 15 seconds |
| 5. Call to action | One thing to do next | The last 5 seconds |
How many words should an explainer video script be?
A typical voiceover runs at about 130 to 160 words per minute. Fewer words leave room for the visuals and pauses that make a video feel fast instead of rushed.
| Video length | Script length | Where it works |
|---|---|---|
| 30 seconds | About 65 to 80 words | X, LinkedIn, Reddit, ads |
| 60 seconds | About 130 to 160 words | Homepage, Product Hunt, sales emails |
| 90 seconds | About 200 to 240 words | Only when the product really needs it |
How to write an explainer video script, step by step
- 01Find the pain in your buyers' own wordsRead your reviews, your competitors' reviews and Reddit threads. Copy the exact sentences people use. The one they repeat most is your hook.
- 02Write the hookOne line, under 3 seconds, about the viewer, not you. "Still building reports by hand?" works. "Introducing YourSaaS" doesn't.
- 03Make the pain specificA number or a moment: "4 hours every Monday." "Stop emailing me. I mean it." Specific beats general.
- 04Bring in the product as the answerName it only now. Show one workflow on real screens, not every feature.
- 05State the outcomeWhat changes for them, with a number if you have one: "Reports in 30 seconds."
- 06End with one call to action"Start free today." One action. Not three links.
- 07Read it out loud with a timerIf it runs long, cut words, not pauses.
Explainer video script template (30 seconds)
Copy this and fill the brackets. This exact structure is the example script on our homepage.
| Part | Template | Example |
|---|---|---|
| Hook | Still [painful task] by hand? | Still building reports by hand? |
| Pain | [Time or money lost]. [Moment it hurts]. | 4 hours every Monday. Gone. |
| Discovery | Meet [Product]. | Meet YourSaaS. |
| Outcome | [Result] in [short time]. | Reports in 30 seconds. |
| Call to action | [One action] today. | Start free today. |
Explainer video script examples from real launches
| Video | Hook | Why it works |
|---|---|---|
| MarketFast | "I missed Bitcoin in 2013." | A regret every founder knows, turned into "I'm NOT missing SaaS." |
| MyMatchOps | Cold emails, then "Stop emailing me. I mean it." | One enemy (cold outreach) every B2B seller has lived |
| CodeBridge | A bank balance of €0.00 | A number the buyer is afraid of |
| Midnight Sprint | "Let's start vibe coding." | Shows the generic result before naming the problem |
Explainer video script mistakes that make people scroll
- Opening with the logo or the company name.
- Listing features instead of solving one pain.
- Writing for the founder ("our AI-powered platform") instead of the buyer.
- Two or three calls to action at the end.
- Too many words for the length, so the voice has to rush.
Frequently asked questions
How long should an explainer video script be?
About 65 to 80 words for 30 seconds and 130 to 160 words for 60 seconds, based on a typical voiceover pace of 130 to 160 words per minute.
What makes a good explainer video script?
A hook in the first 3 seconds, one specific pain in the buyer's own words, the product shown as the answer, a concrete outcome and a single call to action.
How do you start an explainer video script?
With the viewer's pain or a surprising line about them, never with your logo or product name. You have about 3 seconds before they scroll.
Should I write the script myself or hire someone?
You can write it with this template. We write every script from buyer research and you approve every word before anything is animated.
How long does it take to make an explainer video?
With us, 5 days for a 30-second video and 10 days for a 60-second video, script included.
0:52
MarketFast
1:08
MyMatchOps
1:22