Explainer animation for machines: how to write the script
A machine explainer should follow five beats in 60 to 90 seconds: the customer's problem, the machine as the answer, how it works shown inside with simplified 3D, the one or two benefits that matter most with numbers, and a clear next step. Write the voice-over first at about 130 to 150 words per minute, then storyboard each sentence as one scene.
Guilherme Rodrigues ItinoseUpdated 2 min read
Key takeaways
- Write the narration before any animation.
- One idea per scene; one benefit per sentence.
- Show inside the machine what video cannot show.
- Use real numbers: cycle time, savings, capacity.
- End with one clear call to action.
Most explainer animations fail before the first frame: the script tries to say everything. A good one says one thing clearly.
The five beats
| Beat | Time | Example |
|---|---|---|
| Problem | 0–10 s | “Manual inspection misses defects and slows the line.” |
| Answer | 10–20 s | “Meet the X200 vision station.” |
| How it works | 20–50 s | Cutaway: camera, lighting, reject gate |
| Benefits | 50–70 s | “100% inspection at 120 parts per minute.” |
| Next step | 70–90 s | “Book a demo with your parts.” |
Writing tips
- About 130 to 150 spoken words per minute.
- Short sentences; one sentence per scene.
- Numbers instead of adjectives.
- Avoid jargon the buyer would not use.
From script to storyboard
Each sentence becomes a frame sketch: what is on screen, camera move, text overlay. Approve the storyboard before animating; changes later cost much more.
We create motion design explainers from your CAD models, and combine them with real footage from video production when needed.
When to outsource this
- Your product is hard to understand from photos
- Sales spend too long explaining how the machine works
When not to
- The product is simple and a 20-second video of it working says everything
FAQ
How long should it be?
60 to 90 seconds for websites and trade shows; 15 to 30-second cuts for social media.
Can you use our CAD model?
Yes. The CAD model is the best starting point; it is simplified and textured for animation.
Animation or real video?
Animation for what cannot be filmed (inside, sequence, flows); real video for proof and atmosphere. Many projects combine both.
Do we need a voice-over?
Narration helps on websites; for social media, design for silent viewing with on-screen text.
Let's talk about your project
Tell us what you need. We reply within 1 business day with next steps and a fixed-price proposal.
