Writing Scripts for Explainer Animations: Key Points for Creative Dissemination

Creating compelling explainer animations requires a well-crafted script. Writing for animation is a different animal than writing for publication. Below are a few helpful points to consider as you begin:

1. Determine Animation Length and Key Points: Decide the desired duration of your animation and identify the primary points you want to convey. Aim for one key point per minute of animation. Begin your script by creatively explaining to viewers why investing their time in watching the animation is worthwhile. Engage them by posing a question or presenting a relatable problem to be solved.
2. Relatable and Engaging Content: Once you’ve articulated a problem, maintain viewers’ trust by offering clear and creative answers to the concerns or questions you raised. Write in a conversational tone, resembling a coffeehouse conversation between respectful colleagues. Avoid stiff and formal language. Read your script aloud to ensure it sounds natural and revise accordingly. Infuse your writing with creativity, curiosity, and enthusiasm to captivate the audience.
3. Ideal Length and Adaptations: Strive for 150 written words per minute (WPM) of spoken text. Adjust the word count by subtracting 20 WPM for longer words. Emotional or empathy-driven topics benefit from shorter word counts, allowing room for pauses and emotional impact. Additionally, dialogue between characters should naturally shorten the word count, facilitating conversational pauses.
4. Visual Complement and Descriptions: You are writing a script for a visual medium so don’t forget to include the possibility of metaphor as you write. It’s the animator’s job to come up with the right visuals but writing expansively while avoiding being overly-literal (where possible) will give your animator more room.
5. Storytelling Techniques: Utilize storytelling elements to make your script engaging and memorable. Craft a compelling opening, a logical progression of ideas, and a powerful conclusion. Embrace narrative structures that draw viewers into the content and create a cohesive experience. Try drafting a version of the script as a parable, or in first person, or as a conversation between friends. Try drafting it as if you were going to be reading it on stage. Is it compelling? Does it inspire emotion?
6. Realistic Expectations: Animating human and animal characters is the most challenging and time-consuming aspect of animation. Unless discussed and agreed in advance with your animator, avoid including things like sports teams, dance parties, and group activities, or setting your action in crowded spaces or on busy streets.
7. Avoid Stage Direction: It is advisable to provide your animator with the opportunity to approach the script with a fresh perspective, particularly if you don’t have a predetermined vision for the animation. By refraining from including explicit action/screen descriptions in the script, you allow room for the animator to unleash their creativity and envision visuals that could bring forth intriguing metaphors, unique settings, and unexpected interactions. This collaborative process can add profound depth and additional layers of meaning to your script, resulting in a more engaging and impactful animation.
8. Call to Action: Harness the momentum generated by your animation to inspire viewers to take action. Include a clear and compelling call to action at the end of the script. Encourage viewers to visit your website for more information, donate to a local charity, or sign up for your newsletter to stay connected.