After fertilization, maternal factors direct development and trigger zygotic genome activation (ZGA) at the maternal-to-zygotic transition (MZT). In zebrafish, ZGA is required for gastrulation and clearance of maternal messenger RNAs, which is in part regulated by the conserved microRNA miR-430. However, the factors that activate the zygotic program in vertebrates are unknown. Here we show that Nanog, Pou5f1 (also called Oct4) and SoxB1 regulate zygotic gene activation in zebrafish. We identified several hundred genes directly activated by maternal factors, constituting the first wave of zygotic transcription. Ribosome profiling revealed that nanog, sox19b and pou5f1 are the most highly translated transcription factors pre-MZT. Combined loss of these factors resulted in developmental arrest before gastrulation and a failure to activate >75% of zygotic genes, including miR-430. Our results demonstrate that maternal Nanog, Pou5f1 and SoxB1 are required to initiate the zygotic developmental program and induce clearance of the maternal program by activating miR-430 expression. This study investigates how zygotic transcription is initiated and the maternal transcripts cleared in the zebrafish embryo: using loss-of-function analyses, high-throughput transcriptome sequencing and ribosome footprinting, the important roles of pluripotency factors Nanog, Pou5f1 and SoxB1 during these processes are identified. This paper identifies key factors responsible for the initiation of the zygotic program of development during embryogenesis. Following fertilization, maternal factors direct development and trigger zygotic genome activation at the maternal-to-zygotic transition. Antonio Giraldez and colleagues use loss-of-function analyses, high-throughput transcriptome sequencing and ribosome footprinting to identify the important roles of pluripotency factors Nanog, Pou5f1 and SoxB1 in the initiation of zygotic transcription and the clearance of maternal transcripts in the zebrafish embryo. These findings point to possible linkage between mechanisms of embryonic development, induction of pluripotency and reprogramming.