3 tips to help you script your company’s next marketing video

3 tips to help you script your company's next marketing video

All video production needs to have a plan, but not all successful videos need to be scripted. Yes, we know that sounds rather complicated so… in this week’s blog we’re sharing our top 3 tips to help you script your company’s next marketing video production.

#1: Decide if you need a script

The first step is to determine if the video you are creating needs to be scripted or not!

In our experience Thought Leaders, Keynote Speakers and Senior Executives with media training don’t often require a script to get their message across in a succinct, authentic manner when delivering piece-to-camera content.

Most, if not all, other videos do require a script.

When it comes to simple piece-to-camera promotional videos, individuals with less experience in front of the camera are more comfortable reading script via teleprompter, and do require a full script to be prepared in advance of the shoot.

For interview format videos, the individuals involved simply require prompting questions and key messaging notes in order to appear naturally conversational on camera.

AND as a rule of thumb, if you’re intending for your video production to include talent, a voiceover or animation, consider the following things before starting to write your script.

Think about the following questions and jot down notes:

  • What exact and specific content do you need included in your video?
    E.g. Do you have a set of guidelines or information that you need to tell your audience?
  • What is the purpose and / or objectives of your video production?
  • Do any graphics or specific footage need to be shown at any particular moment?
  • What do you want your audience to do at the end of the video? What is the call-to-action?

Remember:

#2: Structure your script correctly

The purpose of a script is to ensure you give your video the structure it needs to stay relevant for your audience and convey the correct brand message. There is nothing more tedious than watching a video of someone that never gets to the point! You are better off not creating any video content at all than creating boring or irrelevant content.

So now that you’ve planned your key points, the next step is to develop and create your script.

The two biggest mistakes we see people make are:

  1. Making their script far too long – videos that are too long will bore your audience
  2. Not making the content relevant – your audience is investing their time watching your content, make it useful to them and not all about how great you think you are.

As a general rule of thumb here are a few tips that will help you structure an engaging and successful script.

  • Keep it short and sweet
    Think about how long you usually stay engaged with a video. Unless it is a thrilling murder doco on Netflix most promotional videos seen on social media have an engagement time of mere seconds before moving on to the next thing. To put things into perspective, a 250 word script will usually provide speaking content for a 90 second video.
  • Start with an engaging opening sentence
    Something that is going to grab attention. And make sure when it’s delivered, it’s done so in a way that will stick in your viewer’s mind. Some great examples can be an interesting fact (relevant to your content of course) or a rhetorical question. For example for our east-coast Australian readers, does the opening Hello! Frank Walker from National Tiles stick in your head today? Over 15 years since that campaign launched? It’s not because the sentence is profound, but because of the way it was delivered.
  • Make the content of your script relevant!
    Put yourself in the shoes of your target audience and try to write it that way. What would they want to hear about? Is what you will be addressing in your script 100% necessary and does it flow in a logical way. Make sure what is being spoken about is easy to follow.
  • Always finish with a call to action
    Make sure you give your audience the next step to follow after watching the video. Whether it be ‘to find out more call…’ or ‘Tag a person who will like this video below’

#3. Practice reading your script out loud!

Our final tip is in our opinion the most important point of them all, and it’s often something people forget to do when writing a script.

A video script is not a piece of written marketing material, and as such needs to be written in a conversational tone. Regularly reading your script out loud as you’re writing it will enable you to hear whether the content flows and sounds correct in the spoken language.

Practicing your script also has other benefits, including reduced filming time (because you need less do-overs) and an overall calmer, more authentic presentation.

Remember: You don’t need to memorise your script – ask your video production company for a teleprompter!

If your business is producing video, we’ve got a great free resource to help you maximise your video production. Everyone’s telling us it’s helped them immensely so don’t miss out – you can download it for free today.

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The Deli Agency is a video strategy and production agency based in Sydney, Australia. We specialise in creating content powerful stories designed to boost engagement on all social and digital platforms.
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