How To Write A Brand Video Script In 8 Simple Steps
Corporate videos, viral videos, advertising videos: we both know streaming videos are currently very much on-trend as a way of putting across the vital messages businesses want their current users and prospective customers to take on board, that's why you're here, right? Deceptively simple, the reality is that a well scripted and produced video actually requires an enormous amount of work! Despite the fact videos may last less than a minute, they can take months to get right if you're new to video production. Not every business has the budget to bring in experienced professionals, so if you are considering writing your own video script, we've got some top tips to help you get the right results, as well as a handy step-by-step guide that ensures you don't miss anything out.
Five top tips for successful video marketing
When it comes to optimising the chances of creating a winning script, these five tips can really make a difference:
- Keep it short! Less is definitely more when it comes to videos.
- Don't just rely on the voiceover: music and special effects also play a key role in a polished production.
- Watch your language! Scripts need to adopt not only the right tone but also the right vocabulary and accent. Remember that you only have a limited time to give the correct impression. If in doubt, keep the vocabulary simple and direct. Address the audience directly, as if you were having a conversation.
- Keep the end goal in mind at all times: what do you want your audience to do as a result of what you've shown them?
- Remember that this is a spoken narrative - take the time to read it aloud, preferably to an audience who are able to give you feedback.
Your 8 step guide to writing a successful video script
1. Be clear on what message you want to send and what you want your audience to do as a result. Ideally, a video should convey a simple message that encourages viewers to adopt the behaviour you want. A defined outcome provides a good focus for your project. This includes working out what type of video you intend to make: are you trying to explain the benefits of a product? Let your audience know about a change to your company or service? Create a video to promote brand loyalty or develop empathy?
2. Know your audience: the more information you have on your audience, the easier it is to decide on a story and presentation which will appeal to them. Access to a professional level of marketing data can really help here.
3. Decide on a story: this does not necessarily have to be told directly through the script. If you don't already have something in mind, taking the time to watch videos which deliver a similar message to yours in a way that you like can be a good starting point to gain some inspiration. Video trends change over time, so you may also wish to consider whether you want to project an "on-trend" image or adopt a more timeless approach. The right story is absolutely critical and can be difficult to get right: it's one of the main reasons many companies and individuals end up using professional assistance, but put the time in and you'll crack it.
4. Develop the story: although every story is different, the following features are usually present in videos which have gone on to do well:
- Engage from the first second. The opening second or two of the video is critical! If you don't grab your audience almost immediately, they will simply go elsewhere.
- Focus on the story. Essentially, a good video is about conveying a mood as much as it is about conveying facts. This is a piece of creative writing, rather than marketing spiel. The words of the script should captivate, entrance and beguile, building an emotional connection with the viewer. This can be challenging to achieve, particularly if you are a writer who specialises in "facts and figures" rather than creative work. Remember, some of the best videos don't ever mention the product directly - the story is the main draw for the audience.
- Construct the plot, bring the characters to life and build the tension. Remember the old primary school story writing tip: create a start, middle and end! The middle part of your script needs to keep the engagement going, providing viewer interest and empathy. You don't have much time to tell your story in a brand video, so every second needs to count.
5. Think about the ending! Not all stories need to follow a predictable path - a twist at the end, some suspense or even an unhappy ending can all work well and encourage the viewer to come back for more.
6. Consider the CTA: how does the ending relate to the call to action (CTA)? The ending needs to be as powerful as the beginning - remember the goal of the video, link it with the behaviour you want to see.
7. Timing: once your script is written, read it aloud to check for timing. As a general rule, most people write far too much and need to cut out irrelevant words. Less is almost always more when it comes to a brand video script.
8. Testing: once you are as happy with your script as possible, it's time to read it to others. This is where flying solo becomes a challenge: ideally, the script needs to be heard and considered by your marketing team who will be able to give you the rigorous feedback you need.
Should you use a professional video creation service?
Although the tips and process given above should give you a reasonably well-crafted video script, it should be said that they're not a substitute for professional expertise and experience. However, if you're just starting out with video for your business, testing the water with your audience with an in-house production is definitely the sensible play! When you're ready with your visual masterpiece, you'll need somewhere to host it - that's where we come in, reach out for a chat or hit the big green button to find out more.