How To Craft A Captivating Video Script [Free Guide & Video]

There’s no denying the future of marketing lies in video. Don’t believe me? These stats speak for themselves:

Just like with every other piece of copy you write, a video script should tell a story. However, you don’t have to be a Steven Spielberg or Martin Scorsese to write a great script.

As marketers, we must wear many hats, and time is not always on our side. Plus, we may not have the luxury of an entire video production team.

But no matter the size of your company or the quality of your equipment, you are capable of writing a captivating video script that calls your customers to action.

Here’s how to write a video script in five easy steps.

Make A Creative Brief

Before you begin to craft your script, you must first create a plan.

Have the entire team present for this meeting to ensure everyone is on the same page. You don’t want to present the final video to your boss only to have him nix it because it’s not what he envisioned.

Your creative brief should include:

• The topic
• The purpose
• The target audience
• The desired length
• Your goals
• Your deadline
• The platform it will be broadcasted on
• The call-to-action for the audience
  
  

Create An Outline

The dreaded outline. It always seemed like a waste time in your high school English class, but I bet it ended up pretty darn helpful. Am I right?

Creating an outline will not only help you plan your script but it will also help you stay on track with the goals defined in the creative brief.

An outline can be a simple bulleted list or an in-depth framework summarizing every second of the video.

Write The Script

Now it’s time to write the script. Keep the following in mind:

The Tone

Remember, you are not writing a poem or a college admissions essay. You are writing copy that should flow naturally on camera.

Your script should be conversational and written for your target audience or the intended platform. Contractions, slang and even a bit of trendy lingo are acceptable as long as it’s vernacular your target audience uses and understands. For example, don’t use millennial terms if your audience is older, business professionals.

The Details

In addition to dialogue, your script should include other key details. For example, if a sentence demands a pause or an inflection, include that in your script. You should also provide stage directions, wardrobe changes, the use of props, etc., if appropriate.

For comprehensive, more in-depth videos, include prompts for text overlays, audio, B-roll, etc.

The Length

Keep your script brief and succinct. According to Wistia, shorter videos are not only more compelling than long videos, but they are also more popular. Continue to whittle down your script — every word counts — until it is the ideal length for your audience and platform.

Do A Run-Through

Now it’s time to put your script to the test. Whip out your timer and start reading out loud. In order to accurately time your script, read it as if you were on camera.

Don’t just whisper it to yourself while reading it off your computer screen. You must bring your script to life!

Make it conversational, include pauses and hand gestures, and act like you're speaking in front of the camera. Do a table read with your team or even have one of them film you to get an accurate assessment.

Pay close attention to the words as you speak them. Certain words may sound great on paper but may make you tongue-tied on camera. Or, what you thought was a natural chuckle may just sound downright fake.

Do A Run-Through — Again

Don’t just do one or two run-throughs. Once you polish your script, keep reading it aloud until it perfectly conveys your intended message and it’s pared down to the ideal length.

Now, you're ready to shoot! Give your cheeks a good pinch and take a deep breath!

Follow these tips on how to be comfortable and confident in front of the camera.

For more details on the future of video and how to incorporate it into your marketing plan, subscribe to the ROI Online blog!