Explainer video: [Product or idea]

Viewer

Their problem

Message

Action

Length

Plays on

Style and tone

Must include

1. Write the voiceover

Words before pictures, as one read. Then read it aloud with a timer and cut.

Problem · 0:00–0:15 · about 30 words

The viewer's situation and what it costs them. Start with them, not the company.

Solution · 0:15–0:30 · about 30 words

Name the product and promise one result.

How it works · 0:30–1:05 · about 70 words

Three steps, each as what the viewer does and what it gets them.

Proof · 1:05–1:20 · about 30 words

One reason to believe that you can stand behind.

Call to action · 1:20–1:30 · about 20 words

One action, in the same words as the button or the end card.

Read aloud:

See an example voiceover

Juniper, an invoicing app for freelancers · about 145 words, which read in 1:20 at an unhurried pace

Problem: It's the end of the month. You've done the work, but the money is still out there: in a spreadsheet, three email threads and a reminder you forgot to set.

Solution: Meet Juniper. It sends your invoices and follows them up for you, so you get paid on time without writing a single awkward email.

How it works: Add a client once, and Juniper fills in their details every time after. Log your hours or upload a quote, and it becomes an invoice in your own style. Then pick a due date. If it passes, Juniper sends a polite reminder, and another a week later, until the money lands.

Proof: Freelancers on Juniper are paid eleven days sooner, on average. That's two weeks less waiting, every month.

Call to action: Try Juniper free for thirty days at juniper dot app. Your next invoice could be the last one you chase.

Optional: A 60-second version

Problem to 0:10, solution to 0:20, how it works to 0:50, call to action to 1:00: about 120 words. Drop the proof beat, or fold it into the last step.

2. Match the pictures

One row per voiceover line. Put the name, the steps and the action on screen too.

#

Voiceover

Visual

On screen

1

2

3

4

5

6

Production notes

  • Narrator:

  • Say the name like this:

  • Music:

  • Sound effects:

  • Captions and languages:

Before you record

  • The first line is the viewer's problem, not the company's name

  • The product appears once the problem is clear, by about 0:20

  • Each step is written as what the viewer gets, not as a feature

  • Every voiceover line has a visual, and no line describes what is already on screen

  • The product name, the steps and the action are on screen, so it works muted

  • One call to action, spoken and shown in the same words

  • Read aloud with a timer and within five seconds of the target