When was the last time you fell in love with a video just because of its stellar script?
And surely, you ended up doing exactly what they wanted – your thumb on the CTA button.
We are sure you realized its importance in terms of engagement and action-oriented behavior.
The point is, with the help of explainer videos, you have the opportunity to communicate your brand’s vision, story, and flagship products or services in an exciting manner.
Okay, so how do you begin the process of constructing an interesting video script?
For you, we researched and have come up with 4 Stages so that you don’t have to go googling on the internet.
Before we share with you the explainer video script’s secret recipe and the video outline we use at MotionGility, let’s understand why having a solid script can help you go places.
Why writing a Tempting Script is so Important?
Everything depends on your script. It can make or break your video. The question is, how would you plan to establish the purpose of your explainer video?
With the right script by your side, you can shift your focus to creating fascinating visuals and performing relatable motion graphics. This way, the desired purpose will be met.
You will not regret committing a ton of time to come up with the script. It is the foundation of the empire that will decide your video’s destiny.
And who doesn’t love watching video-based content? Probably this is why explainer videos brag about having the highest click-through rate in the industry among all other media formats.
Each line of your script must be written with a micro-purpose in mind. While the complete script will communicate the central purpose, individual punchlines and phrases will help you lay stress on the characters and backdrops of the video.
Having said that, take a look below at the Explainer Video Scriptwriting Process you’ve been looking out for.
4 Stages of Scriptwriting
1. Breaking down the brief and central message
You just smashed the End Button on your ongoing client call and comforted yourself by stretching your legs. After taking a deep breath, you sit down and begin to dissect the brief that will then get converted into a script.
We all know that writing an explainer video script is not an easy task. So, how do you move forward? By breaking it down into three components – central theme, problem statement, and solution offered.
Your target is to achieve simplicity in your approach to the brief handed over to you. Make sure the characters to be erected have a say in the video.
If your characters fail to appeal to your audience, your entire script will fail.
Also, develop a habit of asking questions to your clients. And by questions, we genuinely mean a ton of questions. It is for your clarity and understanding, as the answers will help you build a convincing narrative.
As an explainer video production company, we pay utmost attention to analyzing our client’s brief. It allows us to get a basic level of interpretation of the requirements.
While scrutinizing the brief received, you must also try to figure out the theme to be produced. One of the mistakes that scriptwriters commit is not portraying the central theme in their explainer videos.
The theme will act as a lead magnet and a way to tempt users into watching your video.
Furthermore, while you analyze the brief and come up with a rough outline of your script, remember to exclude complicated terms that might distract your user.
2. Pitching the problem
Now that you have your central theme ready, it’s time to showcase the problem that your customers are currently facing.
Here, you are expected to make optimum utilization of the weapon – Storytelling. We suggest you begin this phase with a Ground Zero use case to build curiosity. As you march ahead, slowly emphasize how that problem could be faced by your customers as well.
The catch is if they are currently experiencing the same problem, they will eagerly await the solution you are going to provide them in the next few seconds.
And that’s how you cleverly establish the Relatability factor! Many experts have the same opinion regarding not pitching your problem instantly at the start of the video.
Now, before you define the problem statement for your users, do check on yourself if you have enough clarification about it or not.
It is necessary because when you explain the problem, the users should feel that it is directed at them on individual grounds.
The users should be able to visualize the reality they are facing in the form of solutions that the product they currently use lacks.
3. Introducing the solution
We talked about establishing the Relatability factor above. At this point, your user is eager to meet your product. It’s similar to waiting for your date to arrive at the location.
The solution part of your script must be able to evoke emotions of desperateness & excitement. If your user doesn’t feel fascinated viewing the solution, there’s no point in using fancy visuals and graphics.
Try adopting the 2nd person approach by stressing [“You, Yours,” etc.] to personalize the problem and the solution alongside.
Your script must not sound heavy on their ears because overexcitement may turn them off. Always focus on the pace and choice of words you use to pitch the solution.
Avoid using exaggerated words like terrific, mind-boggling, sick, etc. Choose words that spread positive vibes around their problem.
Another important element that plays a vital role at this stage is the background music playing while your character or narrator reads out the solution.
Humans subconsciously pay attention to music accompanied by voiceover especially when they come across solutions that promise to ease their life and problems.
Check out our portfolio where we strategically introduced solutions to the problems faced by users through animation & infographics.
4. Ending on an actionable note
This is where your scriptwriter will appear for a challenge named: CTA Copy.
You must clearly define and lay down the path following which your viewers can reach you. If you include the path in the voiceover, apart from displaying it on the screen, it will be an added advantage.
Before we tell you how to craft a strong one, we want you to understand what goes behind creating a great Call to Action.
Through CTA, your primary plan is to make users land at a designated place. That place could be your signup form, freebie, case study, app download, or any landing page.
Let us now talk about the core 3 factors that make a superb CTA copy – Urgency, Missing Opportunity, and Power Words.
By creating the urgency factor, you provide them with a limited amount of time to come up with a decision.
For example, your real estate project-based explainer video is launched to promote luxurious penthouses. A CTA about the same would say:
Back to what we were discussing.
Now, you might ask: What can we expect after creating a promising script? A crazy number of social shares might knock on your door if it is top-notch.
Well, we want you to take a look at a few outstanding benefits that a good script can bring you.
Benefits of a Great Script
1. Boosts retention rate
Good things disappear after some time. Great things always stay because they are rich enough to conquer a tiny room in our minds. This is precisely what a great script does.
Looking at the short span of explainer videos, it is necessary to have a script that revolves around the main points. Inclusion of catchy statements and remarks can hit the users’ minds like a bullet making your video memorable.
2. Helps you establish the connection
We know you will create the script while keeping your users in mind.
But, the challenge is to extend a helping hand to the user’s problem by offering them a realistic solution through the story. This can be done by deploying the weapon of compelling storytelling.
When you address their problem with a solution, you automatically give birth to future relationships with your users.
3. Explanation becomes easy
Before you write the script, make yourself comfortable with the WHY of the video.
As a scriptwriter, you must be aware of the ins & outs of the items you are willing to sell or attract attention from your target audience.
Look. If you know your services well, you will be in a better position to craft a script that explains it in the simplest manner possible. It will allow you to focus energy and time on enabling your users to make the most of the video.
4. Increases conversion rate
A good video script is enough to trigger social signals resulting in high video or link shares. It depends on how useful it is for your target users.
The best way to increase the conversion rate on explainer videos is to convey your product/service’s most highlighted feature in a narrow time frame smartly.
Deploying Lead Magnets and Free Trials can help your video reach a ton of audience.
People love freebies. Now, this is quite common for companies to ask for a tiny amount of data from their visitors in exchange for free stuff.
The same data collected can then be leveraged to attract past visitors and current ones. It can boost your chances of converting them into paying customers.
Also, we were wondering if you need any help in understanding the A-Z of Explainer Videos and their importance in today’s marketing space.
If so, check out our Free E-book Guide.
Well, there might have been days when you failed at fetching the expected amount of results in terms of signups or downloads.
There are chances that your script could be the real culprit. Did you ever look into the reasons behind it? Let us help you discover them.
4 Reasons why your script isn’t performing
1. Missing engagement factor
First Things First – If your script isn’t engaging enough, you have already lost the battle before beginning it. Period.
Why are we stressing the scripting stage so rigorously? We want to ensure your video’s success and that the script can be your Man of the Match.
Maybe, the crucial factor is missing – The Hook. A video without it is nothing but a waste of time and effort.
If the hook is missing, your visitor doesn’t have any reason to watch your video. You need to provide them with that reason or the excuse as to why your video is worth their time.
2. Lazy tone & energy
A video that lacks enthusiasm lacks everything. A bad tone fails to communicate the agenda and personality of the character or animation performed in the video.
To fix this, your explainer video script must contain action-taking verbs and adjectives.
You would love to implement this the next time you sit down to write the script: Write As You Talk – a common conversational tactic that scriptwriters recommend.
Unless the surrounding environment is good enough, your video might fail to make an energetic appeal to its viewers
3. Script doesn’t resonate with the target customer
This might be a big turn-off for your audience. What’s worse than your script failing to connect with your audience?
To fix this, make sure that your script provides them with a sense of satisfaction by fulfilling their intent. You need to make them feel comfortable with the fact that your product will solve their problem.
Only then you can expect them to take action as per your desired wish.
4. Lacks trust
Customer testimonials increase credibility and help boost the trust factor.
They are indeed a solid way to promote brand recall and reach amongst your potential paying customers.
Majority of the explainer videos that you might come across miss out on attaching testimonials. Before you end with a CTA, include a few reviews and testimonials to boost the success rate of the video.
That’s a ton of information! The truth is, writing an explainer video script is not a cakewalk.
However, if you plan out and build a framework keeping in mind the above-mentioned tips, we are pretty sure that you will come up with an excellent piece.
If you want us to create explainer videos for you, get in touch with our video marketing expert today.