'How long should my explainer script be?' has an exact answer — and most teams get it wrong by guessing. Script length determines video duration, production cost, and whether viewers watch to the end.
This guide gives you the timing math: exact word counts for every standard video duration, pacing formulas, and the cutting techniques that make scripts fit without losing the message.
Key Takeaways
- Plan on 150 words per minute for conversational explainer narration (130 for measured, 170 for energetic).
- A 60-second explainer needs ~150 words; 90 seconds ~225; 2 minutes ~300 — write to the count, not the clock.
- Write 10% under your target, then expand in performance — scripts always grow when voiced.
- One core message per video; every additional message costs 20+ seconds and halves retention.
- Cutting is a skill: kill throat-clearing, merge examples, and let visuals carry what words don't need to say.
The Words-Per-Minute Math
The foundation of all script timing: conversational explainer narration runs about 150 words per minute. Measured, authoritative delivery drops to ~130 wpm; energetic startup-style reads push ~170 wpm. These aren't guesses — they're averages from thousands of produced explainers.
But words-per-minute isn't constant within a script. Pauses for emphasis, beats after key points, and breathing room around transitions all consume time without words. Budget 10% of your duration for silence — a 60-second video has ~54 seconds of actual speech.
Always write under target. A script at exactly 150 words for a 60-second slot will run long once performed with natural pauses. Write to 135, let performance fill the rest, and you'll land on time instead of over.
Script Length by Video Duration
The standard durations and their scripts:
| Duration | Word count | Structure | Use case |
|---|---|---|---|
| 30 seconds | ~75 words | Hook → benefit → CTA | Social ads, bumpers |
| 60 seconds | ~150 words | Problem → solution → proof → CTA | Homepage hero |
| 90 seconds | ~225 words | Story → features → proof → CTA | Product explainers |
| 2 minutes | ~300 words | Full narrative arc | Detailed overviews |
| 3 minutes | ~450 words | Deep dive | Complex B2B products |
Longer than 3 minutes stops being an explainer and becomes a demo or webinar — different format, different rules. If your script exceeds 450 words, you're making two videos; split the message rather than testing viewer patience.
Pacing Formulas That Fit
Distribute words by section, not evenly. For a 60-second/150-word explainer: hook 15 words (6 sec), problem 30 words (12 sec), solution 60 words (24 sec), proof 25 words (10 sec), CTA 20 words (8 sec). The solution gets the weight; everything else is scaffolding.
Front-load energy and back-load clarity. Open brisk to earn attention, settle into explanatory rhythm for the middle, and slow slightly for the CTA — the call to action must be unmistakable, not rushed past.
Write to be cut. Mark every sentence's priority (must-have / nice-to-have) during drafting. When the voiced script runs 12 seconds long — and it will — you cut nice-to-haves instead of rewriting under pressure. Professional scripts are built with their own editing plan.
Cutting and Tightening Scripts
The 20% cut is standard practice: take your finished draft and remove a fifth of it. Kill throat-clearing openers ('In today's fast-paced world...'), merge overlapping examples, and convert explanations into visuals — if the animation shows it, the script shouldn't say it.
Hunt the usual suspects: adjectives that don't change meaning, 'very/really/just' modifiers, passive constructions, and repeated ideas in different words. Read the script aloud and cut every sentence you stumble on or that bores you — your audience's patience is thinner than yours.
Test the final script by voicing it (AI generation is perfect for this) and timing the result. If it's over, cut more — never speed up the narration to fit. Rushed delivery destroys comprehension and makes the brand sound desperate. Fit the words to the time, not the time to the words.
Frequently Asked Questions
How many words is a 60-second explainer video?
About 150 words at conversational pace (130 for measured delivery, 170 for energetic). Budget 10% of duration for pauses — so write to ~135 words and let natural performance fill the 60 seconds.
How long should an explainer video be?
Sixty to 90 seconds for most products — long enough for problem, solution, proof, and CTA, short enough to hold attention. Thirty seconds for ads; 2–3 minutes only for complex B2B products. Beyond 3 minutes, you're making a demo, not an explainer.
What if my script is too long for the target duration?
Cut words, never speed up narration. Apply the 20% cut: remove throat-clearing openers, merge examples, let visuals carry what words don't need to say. Mark sentence priorities during drafting so cuts are surgical, not panicked.
How many words per minute for explainer narration?
Plan on 150 wpm conversational, 130 measured/authoritative, 170 energetic. These are production averages — always verify by voicing the actual script (AI generation works perfectly for timing tests) rather than trusting the math alone.
Can one explainer video have multiple messages?
One core message per video. Every additional message costs 20+ seconds and roughly halves retention. If you have three messages, make three videos — your completion rates and conversion will thank you.
Related Guides
- How to Write Scripts for AI Voiceovers
- AI Voiceover for Online Courses
- CapCut Text to Speech Alternatives
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