30-second explainer video script: the template to copy for your SaaS

Why scripts run long

The first draft of a 30 second script is often 150 words. You want to say everything: every feature, every integration, the pricing, the company story. The voice speeds up to fit it all, viewers drop off, and the video ends up at 50 seconds.

In a studio, that overrun costs money: each extra 30 seconds adds roughly a third to the bill. With any tool, it costs attention, which is worse.

The five-sentence template

Fill in the brackets, without adding a sentence:

1. The hook: “Still [concrete problem your customer lives every week]?”
2. The cost of the problem: “Every [week or customer], that's [what it costs them].”
3. The product: “[Product name] [does what] in [how long or how many steps].”
4. The proof: “[A true number, or a customer with their agreement].”
5. The action: “[Try it or book a demo] at [your address].”

Five sentences of 12 to 16 words make about 70 words. That leaves a little room to breathe, and for the music to be heard.

A filled-in example

For an imaginary invoice reminder tool, called Chaser here:

• “Still chasing unpaid invoices by hand?”
• “Every forgotten reminder is cash sitting idle.”
• “Chaser follows up with your customers for you, at the right time and in the right tone.”
• “It connects to your invoicing software in two minutes.”
• “Try it free today.”

This script is about fifty words, around twenty seconds read aloud. The remaining time is for showing the interface without talking over it.

Writing for the ear

• Short sentences. One sentence, one idea.
• One number per sentence, rounded if needed: people remember “two hours”, not “1 h 57”.
• Action verbs rather than nouns: “follows up” rather than “reminder management”.
• Your brand name spelled the way it is pronounced, if the voice might mangle it.
• A read-through aloud with a stopwatch, before producing anything.

Let the image do the talking

The script does not describe what is on screen. If the screen shows the dashboard, the voice says what it brings. On-screen text repeats the key words of the voice, for people watching without sound.

The first sentence matters more than all the others: it is the hook, and it deserves several drafts. Six ways to write it are in our article on the video ad hook. For what comes next, from voice to publishing, see our launch video guide.

The script written by Genmotion.design

Genmotion.design writes this script from your website, following the same logic: the hook, the problem, the product, the proof and the action. It then generates an English or French voice-over and animates each sentence as it is spoken. The video is ready in under an hour.

Prices range from a few dozen to a few hundred dollars depending on the plan: one video at a time, or a subscription sized to the number of videos. Access opens first to the first 100 early stage sign-ups.

In short

A good 30-second explainer video script fits in five sentences and about 75 words. A hook, a problem, the product, a proof and an action: the image shows the rest better than words can.