5 ways to write the most compelling scripts for your animated explainers

They may be called ‘animated explainers’, but it is in many ways the ‘explainer’ element rather than the ‘animated’ one that really matters when you are planning a video of this type.

A great script, in particular, is a vital foundation for a successful video. With that in mind, here are a few tips for ensuring that your own script hits home in the right way with your audience.

Keep your script short

The shorter your video is, the more likely any viewer will watch right through to the end, instead of becoming bored or distracted. No more than two minutes is probably a good guideline.

As for what that means for your script, a good guideline is to aim for between 125 and 160 words per minute. To maximise impact, it’s a good idea to try to get the central message of your video within the first 30 seconds.

Follow the ‘what, how, why’ format

This is the classic script structure followed by the major Hollywood movies, so is almost guaranteed to increase the impact of your animated explainers.

It’s simple: you first explain what the problem is that your product or service solves. This is followed by making clear how your product or service solves that problem, and why your product or service is a better option than alternatives offered by competitors.

Speak to your audience directly

Does your script use personal pronouns such as ‘you’ and ‘your’? What about also showing the things that your audience deeply cares about?

Your audience is unlikely to care much about what your company earned in the previous quarter. Instead, focus in your script on how you can enhance their bottom line, which in turn, will be instrumental in winning their trust.

Make intelligent use of humour

Humour can help you to tell more captivating stories in your animated explainers, as long as the humour you use is supportive of your video’s message.

It needs to fit in well with the story that your video is trying to tell, instead of feeling misplaced or poorly timed, which could actually deter potential customers.

Include a clear, single call-to-action

Your audience should be left in no doubt about what you want them to do after watching your video. A clear and direct call-to-action (CTA) – for example, to download an ebook or share your video on social media – can therefore be invaluable for boosting the video’s response rate.

We would also urge you to stick to just one CTA, rather than several, as this could confuse the viewer and dilute your video’s impact.

Would you like to have a suitably impactful video crafted for your own brand, by people who know their stuff when it comes to all things animated explainers? In that case, it couldn’t be easier to get in touch with Mosaic Motion’s skilled and experienced Hackney-based team