Author: Bob Jun 24, 2022 7 min read
Did you know that videos have helped 87% of marketers increase traffic and enhance their ROI? Videos are one of the most influential tools to build trust, affect buying decisions, and earn a higher conversion rate.
With short and memorable videos, you can explain complex concepts concisely and make customers share your content to increase word-of-mouth marketing. Whether you want to create a guide or a corporate animated film, an engaging marketing video starts with writing a compelling script.
In this article, we have handpicked essential tips to write a short video script in five simple steps, communicate your idea, and engage your target viewers.
Instead of diving straight into writing a video script, we recommend you write a detailed brief describing your goals and expectations. It might seem trivial, but this brief will enable you to keep the video production team aware of your specific needs and ensure your content meets its objectives.
To start, just create a document with the following information and share it with your team:
You will choose your video’s tone of voice and story depending on your answers to these questions. The point is to specify your audience’s needs and present suitable solutions while writing your copy.
Think about a message and emotions you want to express. Whether it’s compassion, hope, pride or happiness, you should define your visual content’s impact on your buyer persona.
Create a solid foundation for your story, describing features like a theme, setting, main characters, and point of view. Once you have created a core story, you can enrich it with details.
For example, if your video’s topic is “Picking a perfect hotel online,” you might offer your viewers the top tips a traveler can use while looking for their perfect accommodation. You might have either a speaker explaining these tips or add 1-2 main characters to make your video more illustrative.
During this stage, you will create a hook to grab your viewers’ attention, tell your audience a gripping story, and add all the necessary details to come up with an engaging and compelling copy.
Here are a few suggestions to make your video script writing easier:
Make sure to communicate your thoughts logically. Start with a catching intro, guide your viewers to the video’s main idea, and wrap up your script with a concise conclusion. To simplify this process, you can divide this step into three bite-sized ones: show your viewers’ issue, explain how your product can solve it, and add an encouraging CTA.
While writing a video script, you should remember that you only have a few seconds to prevent people from scrolling past your content. From relevant statistics to an attention-grabbing joke, a hook will give your audience a reason to keep watching.
A conversational tone will enable you to connect with your audience on an emotional level. Use simple words, and don’t overload your viewers with industry terms and jargon. Write your copy the way you would say it, sitting over a cup of coffee with your friend and talking about your idea.
Wrap your core messages into a captivating story that makes complex concepts easy to understand and provokes an emotional response. You can create a unique story or add some references to renowned films and books.
Come up with the main characters and make them recognizable by giving them names and emotions to help the audience relate more easily to your message. You don’t always need an epic story to make your content memorable. Stick to the three-act structure (the setup, the conflict and the resolution) to illustrate your messages.
Instead of trying to put everything at once in your script, it’s better to concentrate on a single message and strengthen it with a story, data and animation. If your video is longer than 2-3 minutes, your target viewers are more likely to skip it. You need a concise script to produce a brief video, so limit it to two pages of the most relevant information.
While writing a video script, it’s vital to add detailed information about the visual aspects. People often watch videos without sound, so you can boost their experience by equipping your content with relevant infographics and images. If you need any sound effects or voiceover, don’t forget to specify it.
Some phrases may look great on paper, but it’s crucial to understand how your copy sounds aloud. It will help you eliminate unnecessary information, redundant expressions, and clichés. You can record yourself and listen back to hear what your script sounds like to get more insights.
Make your CTA straightforward, whether you want viewers to download a whitepaper or visit your online store. People who watched your video till the end are curious about your company, so don’t miss out on a chance to guide them to a final call to action.
Look through your first draft and eliminate punctuation and spelling errors, wordiness and redundant phrases. Don’t be afraid to cut your script — remember that every word should serve your story.
Don’t forget to compare your final version with the brief you wrote initially. Your script should meet your goals, communicate your idea and have a precise call to action.
Now it’s time to ask someone who hasn’t been involved in the process to proofread your copy and ensure that the script is clear and brief. While creating videos, it’s vital to have a fresh pair of eyes to get valuable feedback.
Take a look at a few questions to ask your reviewers:
Then, analyze these insights and decide if you want to edit your copy according to your feedback.
Remember that practice makes perfect. A good video script will enable your production team to understand your company better and become even more creative. It will also help experts develop engaging visual content to impress your audience. Contact us to get a stunning video that will stand out!
