Explainer Video Scripts: A Guide for Financial Services Companies

It’s one thing to have an innovative financial product or service that promises to revolutionise the sector, and quite another to effectively communicate its utility to your prospective clients.

This is where the power of animated explainer video scripts steps onto the stage.

But why is the explainer video script such a crucial component in the creation of animated explainer videos?

The reason is twofold: first, it serves as the blueprint for the entire animation process. Without a script, the animators, voice-over artists, and other members of the animated explainer video production team would be in the dark about how to proceed.

Second, and most importantly, it’s the vehicle that carries your message to your audience. It’s what transforms a simple animation into an engaging and persuasive tool that not only demystifies complex ideas but also influences viewers to act.

So, the question is: how can we create explainer video scripts that make complex ideas simple and tell a story that gets people to act? By the end of this article, you’ll know exactly how to do it.

Let’s get started.

Stories: The Foundation of Powerful Explainer Video Scripts

Before diving into the nitty-gritty, it’s important to understand the role of storytelling in crafting effective explainer video scripts. Narratives have the power to connect with viewers on a deeper, more emotional level, making them more likely to take action.

Take, for example, a fintech company launching a new investment app aimed at millennials.

A plain explainer video script may detail the app’s features, but it won’t necessarily engage or inspire viewers.

However, if the script tells a relatable story of a young professional struggling to understand investments, and how the app turns him into a savvy investor, it’s likely to be far more persuasive.

So, let’s delve deeper into how we harness this narrative power to write animated explainer video scripts.

Connecting through Challenges: Addressing Pain Points in Explainer Video Scripts

Your explainer video script should strike a chord with viewers by highlighting problems they can relate to. This enables you to frame your product or service as a solution that can alleviate their pain.

Let’s say your company offers a blockchain-based transaction system that reduces transaction time.

Instead of directly delving into how it works, your animated explainer video script should begin with a scenario that depicts the frustration people face due to slow traditional banking transactions.

This forms an immediate connection, priming viewers for the solution you’re about to introduce.

Presenting the Solution: The Breakthrough Moment In Explainer Video Scripts

After establishing the problem, your explainer video script should present your product or service as a solution.

It’s the ‘eureka’ moment where you unveil how your offering can overcome the previously highlighted issue.

In our blockchain example, the script might say, “Imagine sending money across the globe in mere seconds. With our blockchain system, that’s not just possible; it’s a reality.” This sentence concisely introduces the solution, stirring excitement amongst viewers.

Highlighting The The Unique Selling Proposition In Explainer Video Scripts

The benefits are the ‘why’ behind the solution – why your offering is valuable. Your explainer video script should clearly articulate these benefits, tying them back to the initial problem and solution.

For example, the script might continue, “No more waiting for days. With our system, you’ll have more control over your finances, and the certainty of immediate transactions.”

The next critical step in your explainer video script is explaining how the solution works. While it’s important not to overwhelm viewers with complexity, shedding light on the mechanism adds credibility.

In our example, the script could say, “Our system uses the power of blockchain, a type of technology that creates a secure, instant link between sender and receiver. Think of it as a digital handshake that takes place almost instantly.”

The Call to Action: The Apex of Explainer Video Scripts

The call to action is arguably the most crucial part of explainer video scripts. It’s your chance to direct your viewers towards a specific action that aligns with your business objectives.

It might be downloading an app, scheduling a consultation, or signing up for a newsletter.

Returning to our example, the script could conclude, “Ready to experience the future of transactions? Download our app and join the revolution today.”

Ensuring Flow: The Rhythm of Explainer Video Scripts

The structure of your explainer video script is vital, but equally important is ensuring a smooth flow. This means creating a script that effortlessly transitions from one point to the next, keeping viewers engaged.

One technique is to use questions. For instance, after presenting the solution in our example, the script could ask, “But how does this groundbreaking system work?” This piques the viewer’s curiosity and seamlessly leads into the explanation of the mechanism.

The Power of Empathy in Explainer Video Scripts

When we talk about crafting effective explainer video scripts, we often discuss the structure, flow, simplicity, and a strong call to action. But the heart of any compelling script beats with empathy.

Empathy – the ability to understand and share the feelings of another – has a transformative power, turning information into stories that resonate, engage, and inspire action.

Empathy in explainer video scripts is about more than just acknowledging your target audience’s problems. It’s about immersing ourselves in their perspective, walking a mile in their shoes, understanding their fears, frustrations, aspirations, and dreams.

Consider our hypothetical blockchain-based transaction system. In this example script, we first connect with the viewers by presenting a problem they can relate to – the frustration of slow traditional banking transactions. This isn’t just about identifying a pain point; it’s about empathising with the feeling of impatience and the desire for speed and efficiency.

As the script progresses, the introduction of the blockchain solution doesn’t merely present a technology; it brings a moment of revelation, a breakthrough that alleviates the previously acknowledged frustration. It’s a solution that understands and responds to the viewer’s needs.

When we detail the benefits, we tie them back to the initial frustration and the longing for a better, quicker way to transact. We’re showing the viewer, “We see your problem, we understand it, and here’s how we can help you overcome it.”

By the time we reach the call to action, we have taken the viewer on an empathetic journey, a narrative arc that mirrors their own experiences and feelings. This approach elicits a stronger emotional response, making the viewer more likely to take the desired action.

In essence, empathy transforms the explainer video scripts from being purely informational to being emotionally engaging and persuasive. It enables you to genuinely connect with your audience, making complex financial products and services seem more accessible and appealing.

By ensuring your explainer video scripts are empathetic, you make the viewer feel seen, understood, and valued, amplifying the effectiveness of your communication.

Empathy, therefore, is not merely a component of explainer video scripts; it’s the lifeblood that brings them to life, making them not just compelling, but also truly human.

Writing Explainer Video Scripts: A Practical Example

Armed with a solid understanding of the elements that make up effective explainer video scripts, let’s delve into a simplified practical example that brings these principles to life.

Let’s say you’re a digital banking platform aimed at small businesses, offering a suite of features including easy invoicing, expenditure tracking, and automated tax calculations. Your challenge is to explain these potentially complex features briefly and effectively while also encouraging viewers to download your app and sign up.

Here’s how you might craft your explainer video script:

Setting The Scene In Your Explainer Video Script

“Imagine running your small business, juggling countless responsibilities from managing your team to handling clients. But there’s one task that keeps you awake at night – managing your finances. It’s time-consuming, complicated, and pulls you away from what you do best.”

Introducing The Problem In Your Explainer Video Script

“You grapple with multiple tools for invoicing, keeping tabs on your expenses, and calculating taxes. It feels like a mountain of paperwork, leaving you overwhelmed and worried about potential errors.”

Unveiling The Solution In Your Explainer Video Script

“What if there was an easier way? A single platform that could handle all your business banking needs. Introducing our digital banking platform.”

Highlighting The Benefits In Your Explainer Video Script

“With our platform, you can create and send invoices in just a few clicks. You can track your expenses in real-time, so you always know where your money is going. And when tax season comes around, we’ll calculate everything for you, freeing you from that taxing task. Our app uses intelligent technology to automate and simplify your financial tasks. It’s like having a personal finance manager in your pocket, giving you peace of mind and more time to focus on growing your business.”

The Call To Action In Your Explainer Video Script

“So why wait? Download our app today and make your business banking a walk in the park.”

This script begins by empathizing with small business owners, understanding their daily struggles, and then presents a familiar problem. It introduces the solution (the digital banking platform) in a way that it feels like a perfect answer to their woes. The benefits and the working mechanism are explained in simple, relatable terms.

And finally, it ends with a compelling call to action that drives home the point of how their life could be easier with the platform.

Striking a Balance Between Detail and Brevity

In the realm of explainer video scripts, one of the most pivotal challenges to navigate is the delicate equilibrium between detail and brevity.

Like a tightrope walker, the successful scriptwriter has to maintain a careful balance, providing enough information to convey the value of the service or product, but not so much as to overwhelm or lose the viewer’s interest.

To illustrate this balance, let’s return to our example of the digital banking platform for small businesses. The platform offers an array of impressive features, including easy invoicing, real-time expense tracking, and automated tax calculations.

Each of these elements deserves attention, but diving too deep into each feature risks causing viewer fatigue and diluting the primary message.

On the other hand, being too brief and neglecting crucial details can leave viewers with questions or doubts about the utility and value of your service. So, how do you walk this tightrope effectively?

Understanding Your Audience

The first step to achieving the right balance is to truly understand your target audience. What do they already know? What are they looking to understand better?

In our example, small business owners may already be familiar with financial management tools, so a brief overview of the features, rather than a deep dive, may be sufficient.

Prioritise Information

Not all details are created equal. Highlight the most impactful features or benefits first. In our example, the ease of invoicing or the simplicity of tax calculations might be more enticing to your audience than other details.

You can always highlight every single feature and benefit on your website or through creating more videos. With animated explainer videos you want to give more of a birds eye view.

Keep The Explainer Video Script Simple

When detailing features, avoid jargon and over-complex explanations. Aim for simplicity and clarity. Explain how the service works and why it’s beneficial in the most straightforward terms possible.

In our digital banking platform script, we’ve managed to succinctly introduce the key features, articulate their benefits, and keep the viewer engaged.

Each feature is mentioned just enough to intrigue the viewer and emphasise its value without delving into unnecessary complexity.

In the end, striking a balance between detail and brevity in explainer video scripts is about understanding your audience, highlighting the right information and maintaining simplicity.

Achieve this balance, and your explainer video scripts will engage, enlighten, and encourage your audience to take action.

Conclusion: Explainer Video Scripts – A Guide for Financial Services Companies

Mastering the art and science of writing captivating explainer video scripts is akin to assembling a finely tuned orchestra – each part playing its pivotal role to achieve a harmonious and impactful symphony.

It’s not just about simplifying complexity, but about weaving a narrative that speaks to your audience’s experiences, desires, and needs. Empathy, detail, and brevity are the levers we must manoeuvre expertly to produce a narrative that resonates, engages and compels action.

As we’ve illustrated through the digital banking platform designed for small businesses, effective script writing is not merely about explaining features. It’s about viewing each attribute as a key to a particular pain point, a solution that can make the lives of your audience easier, better, and more efficient.

In the realm of financial services, where complexity could easily become a barrier, well-crafted animated explainer video scripts act as bridges, connecting the dots between the services you provide and the needs of your customers. This connection fosters understanding, cultivates trust, and ultimately, propels action.

The dynamics of script writing are far from static, but the principles we’ve discussed here serve as a guide. Understand your audience, identify their struggles, paint a vivid picture of a solution, and guide them towards your desired action. And as you negotiate the tightrope between detail and brevity, remember, it’s about communicating effectively, not exhaustively.

It’s about viewing explainer video scripts not just as a tool, but as a strategic asset that can convert the most complicated of ideas into compelling stories that drive engagement and action.

With these principles in mind, you’re now primed to craft explainer video scripts that resonate, captivate, and inspire. So, armed with these insights, I invite you to take up the pen and let your story unfold.

Thank you for reading and if you have any questions about writing explainer video scripts or need help writing one, please feel free to contact us.