Two minutes sounds like plenty of time until you sit down to write a script for it. Suddenly every word feels critical and you have no idea where to start. The good news is that a 2-minute explainer video follows a predictable structure — once you understand the formula writing becomes much easier.
Know Your Word Count Before You Write
A comfortable speaking pace runs about 130 to 150 words per minute. That means a 2-minute script should land between 260 and 300 words. Here is how to distribute those words across the video:
- Hook (0–15 seconds): 30–35 words. Grab attention immediately.
- Problem (15–40 seconds): 50–60 words. Name the pain point your viewer recognizes.
- Solution (40–90 seconds): 80–100 words. Introduce your product or service as the answer.
- How it works (90–105 seconds): 30–40 words. Brief overview of the process.
- Call to action (105–120 seconds): 25–30 words. Tell the viewer exactly what to do next.
Start With the Hook
The first 15 seconds determine whether someone keeps watching. Your hook should do one of three things — ask a question the viewer wants answered, state a problem they recognize immediately, or make a bold specific claim about what your product does.
Write your hook then write three more versions of it. Pick the sharpest one. The hook is worth spending extra time on because nothing else matters if viewers click away in the first few seconds.
Write the Problem Before the Solution
Most businesses jump straight to their solution before the viewer cares about it. Spend 20 to 25 seconds naming the exact frustration your audience experiences. When viewers hear their problem described accurately they lean in — they want to know the answer.
Be specific. “Managing customer relationships takes too much time” is more compelling than “running a business is hard.”
Keep the Solution Simple
You have about 50 seconds to introduce your solution. Resist the urge to cover everything your product does. Focus on the one or two benefits that matter most to your specific audience. Save the feature list for your website — the video’s job is to create interest and move viewers toward the next step.
End With a Specific Call to Action
Avoid vague closings like “learn more” or “visit our website.” A strong call to action tells the viewer what to do and why right now. For example: “Get a free quote today and have your first video ready within the week.”
From Script to Finished Video
Once you have a clean script the production process moves quickly. Bob’s Custom Vids produces hand-crafted explainer videos built around your brand and message — starting at $25 with three revisions included. View services and pricing or get a free quote today. Use code BCV10OFF for $10 off your first order.
