Explainer video script template: 30 and 60 seconds

The template

• The question: the problem your customer has, in their words. “Ever bought a beautiful sourdough, only for it to turn hard by the next morning?”
• The points: two for 30 seconds, four to six for a minute. One idea each, in one sentence.
• The takeaway: the one thing to remember, said simply.
• The next step: what to do now, with your business name. “Order your next loaf from Pollenby Bakehouse.”

How many words?

At a natural speaking pace, about 65 words fills a 30-second video and about 130 fills a minute, once you allow for a title at the start and a moment at the end.

Long words take longer to say than their count suggests. “Established distributors across international markets” is five words but a long time to say. Short, everyday words keep the pace easy.

A worked example

This is the script from our bakery example, 106 words and 44 seconds. Each line became one scene.

• Question: Ever bought a beautiful sourdough, only for it to turn hard by the next morning?
• Point: Keep it out of the fridge: the cold pulls the moisture out, so it goes stale faster.
• Point: Store it cut side down on a wooden board, so the soft middle stays covered.
• Point: Wrap it in a cotton bag or a tea towel, never plastic, which makes the crust go soft.
• Point: Won’t finish it in time? Slice it and freeze it, then toast the slices straight from frozen.
• Takeaway: And if it’s past its best, a few minutes in a hot oven brings it right back.
• Next step: Order your next loaf from Pollenby Bakehouse.

Tips for lines that sound right

• Read every line aloud. If you run out of breath, split it.
• One idea per line, so each scene has one thing to show.
• Write to “you”. Talk to one customer, not “customers”.
• Say what to do, not just what not to do.
• Keep claims you can stand behind. For health, finance and legal topics, leave out figures, dates and promises: they change and depend on the person.
• End with one clear next step, not three.