Updated November 2026 · 8 min read · By the Moov Studio team
Every video starts with a script. In an explainer video, the script is usually the voiceover: the words someone speaks while the animation plays.
That's why it matters so much. If the script isn't engaging and doesn't tell a good story, it doesn't matter how much you spend on visuals. People won't watch to the end, and even if they do, they won't remember it five minutes later.
We write scripts for explainer videos every week at Moov Studio. Below are our script writing tips: how to write a good one, and just as importantly, how to tell whether the script in front of you is good, whether it came from ChatGPT, a freelancer or a studio.
How to Tell If a Script Is Good
People love stories. We're wired for them. When a video has no clear story, viewers drift away, and the message doesn't stick.
So the real question is: what's the difference between plain text and a story?
Plain text describes a product: "Our platform offers automated invoicing, real-time reporting and 40 integrations."
A story makes the viewer feel something: "Meet Sarah. It's 11 p.m., and she's still chasing unpaid invoices. There has to be a better way."
The first one is information. The second one is a person, a problem, and a reason to keep watching.
A quick test: if a script starts by introducing the product or service without first showing the problem it solves, it's probably not the best script for an explainer.
The StoryBrand Framework (the Approach We Use)
There's a book called Building a StoryBrand by Donald Miller. It takes the same story principles that sit underneath almost every great book and movie and turns them into a framework for marketing. We use it at Moov, and you can use it too:
- A character. The hero is your customer, not your brand. Viewers should recognize themselves in this character.
- A problem. The pain the character feels today, described the way your customers would describe it.
- A guide. That's your brand: someone who understands the problem and has helped others solve it.
- A plan. The simple steps to get from problem to solution, usually three or fewer.
- A call to action. Exactly what the viewer should do next.
- Success. What a better future looks like if they follow the guide and take action.
- Failure. What happens if they don't: the cost of staying where they are.
Here's the key detail most brands miss: your customer is the hero, and your brand is the guide. When a brand makes itself the hero, the video feels like an ad. When it makes the customer the hero, the video feels like it's for the viewer.
The Biggest Mistake: Trying to Say Everything
One of the most common mistakes we see is trying to fit everything into one video: every feature, every benefit, every detail. It feels thorough, but it usually backfires.
People today are used to short, attention-grabbing videos of 15 seconds or so, and watching anything over 60 seconds can be a struggle. Research backs this up. In Wyzowl's 2026 State of Video Marketing report, 71% of marketers said videos between 30 seconds and 2 minutes are the most effective length.
Better approach: pick one core message and a maximum of three supporting points. If you have more to say, make more videos.
A useful rule of thumb: a natural voiceover runs about 150 words per minute. That means roughly 75 words for a 30-second video and 150 words for a 60-second video. If your script is 300 words, your video will be about two minutes long, whether you planned it or not.
Tip from our team: to check how long your video will be, paste your script into WordCounter. It shows the word count and estimated speaking time. Don't rely on AI chatbots for this: in our experience, they're not very accurate at counting words or estimating timing.
Choosing the Right Tone
Should your video be playful and story-driven, or more serious, professional and formal? Before deciding, answer three questions:
- Who is this video for?
- What should they feel, understand or do after watching? This is your call to action.
- Where will they see it? Your homepage, an ad, a sales email, your help center?
The answers change everything:
- For people who already know you, like existing customers who need information or onboarding, the video can be longer and more detailed, and it doesn't need to be very dynamic. They're already interested.
- For new people who've never heard of you, you have to be much clearer and faster: who you're talking to, what problem you solve, and why they should care. Every second has to earn the next one.
Should You Write the Script Yourself or Hire a Studio?
The best answer is usually: do it together.
Here's how we work at Moov:
- We start with a call. We learn about your business, your goals and your audience.
- We write the first draft. It's built on the story framework and timed for animation.
- We refine it together. You know your business best, and we know how to turn it into a story people remember.
One word of caution when choosing who to work with: many creatives focus mostly on beautiful visuals and don't know much about sales and marketing. A great-looking video with a weak message won't bring you customers. For an explainer, look for a team or freelancer who understands both the business side and the creative side, so the story and the visuals both work toward your goal.
Want help with your script? Book a free consultation with Gayane, our founder and creative director. Tell us about your business and goals, and we'll show you how we'd approach your story. Book a free call
Script Writing Checklist: Is Your Script Ready?
- ☐ Does it open with the viewer's problem, not your product?
- ☐ Is the customer the hero, with your brand as the guide?
- ☐ Is there one clear core message, with no more than three supporting points?
- ☐ Is it the right length (about 150 words per minute of video)? Check it on WordCounter.
- ☐ Does the tone fit who's watching and where they'll see it?
- ☐ Does it show both success (if they act) and the cost of doing nothing?
- ☐ Does it end with one clear call to action?
- ☐ Have you read it out loud?
Writing a Script for a Film Instead?
If you're writing a screenplay rather than an explainer, the same story principles apply, but the format is different. Film scripts use industry-standard formatting: scene headings like "INT. COFFEE SHOP – DAY", action lines, centered dialogue, and roughly one page per minute of screen time, so a feature runs 90–120 pages. Tools like Final Draft, WriterDuet and Arc Studio handle the formatting for you.
Frequently Asked Questions
How do I know if my explainer video script is good? Check whether it tells a story: a relatable character with a problem, a guide (your brand) with a plan, and a clear picture of success. If the script jumps straight into product features without showing the problem first, it probably needs work.
What is the StoryBrand framework? A framework from Donald Miller's book Building a StoryBrand. It applies classic story structure to marketing: a character with a problem meets a guide, who gives them a plan and calls them to action, leading to success or helping them avoid failure.
How long should an explainer video script be? About 150 words per minute of video. Most explainers work best between 30 seconds and 2 minutes, so roughly 75 to 300 words. A free tool like WordCounter (wordcounter.net) shows your word count and estimated speaking time.
Should I write my explainer script myself? You can, but the best results usually come from collaborating. The studio writes a first draft based on your business, goals and audience, then you refine it together, since you know your business best.
Can ChatGPT write a good explainer script? It can produce a draft, but use the same test you'd use for any script. Does it tell a story with a clear problem, a guide and a call to action, or does it just list features? A good script needs real understanding of your customers.
Every Great Video Starts With a Great Script
At Moov Studio, scriptwriting is part of every explainer project. We combine story, sales and animation to create videos that people watch to the end, and remember afterwards.