By Zahid Nawaz, Founder of Motion Graphix

Quick answer: A converting explainer video script runs 130 to 160 words per 60 seconds and follows four beats: hook the problem in the first five seconds, show the before state and its cost, reveal the product as the transformation, and end with one clear call to action.

The 4-beat script structure

  1. Hook (0-5s): name the pain your buyer feels today, in their words. No logos, no “welcome to”.
  2. Before state (5-20s): what the pain costs them: time, deals, sanity. Make it visual.
  3. Transformation (20-45s): introduce the product as the turn. Show two or three moments of the product doing the heavy lifting, not a feature list.
  4. Result + CTA (45-60s): the after state, one line of proof, one action: start a trial, book a demo.

Copy-paste template

“[Your buyer] spends [X hours] every week on [painful task]. Deadlines slip, [consequence] piles up, and the tools meant to help just add tabs. [Product] changes that. It [core action] automatically, so you [key benefit 1] and [key benefit 2], without [old painful way]. Teams like [customer type] use it to [outcome]. Try [Product] free, and [dream outcome] this week.”

Five rules that separate scripts that convert

  • One idea per video. If a sentence serves a second message, cut it.
  • Write for the ear. Read it aloud; anything you stumble on, the voiceover will too.
  • Concrete beats clever. “Close the books in 3 days, not 3 weeks” outperforms “streamline your workflow”.
  • Every line needs a visual. If you cannot picture the scene, the animator cannot either.
  • The CTA is singular. One verb, one destination.

How long should the script be?

Voiceover pace is roughly 150 words per minute. A 60 second video fits 130 to 160 words; a 90 second video fits about 210. If your draft runs long, cut the feature tour first, it is always the weakest section. More on runtime in our explainer video length guide.

FAQ

Should the script mention pricing? Usually no, pricing belongs on the page around the video. The script sells the click.

Who should write it? Someone who studies your market first. At Motion Graphix every script starts with competitor and category research, and you approve the script before we animate anything, or your deposit comes back.

Want the script written for you? See our SaaS explainer video production, check real pricing, or read the full guide on how to make a SaaS explainer video.