Mastering Video Scriptwriting for Marketing Videos

Every video starts with a script.

It can be a simple outline to a detailed screenplay.  Whatever format it is, every video needs the ideas fleshed out on paper (or Google docs), so everyone on the project can understand how to film and execute the idea. 

Whenever we at Creative Haven get hired to produce a video for a client, we start the scriptwriting process ASAP.  Being a video production company, we have writers that already know how to write an engaging video based on a content strategy and creative brief that we develop with our clients.  Though how can you come up with your own script without a writer or experience?

In this article we unveil the art of video scriptwriting and 7 tips on crafting the perfect script.

1. Know Your Audience:

Writing a compelling script starts with understanding your target audience inside out. Who are they, what keeps them awake at night, and how can your product or service be their knight in shining armor? Research their pain points, preferences, and desires to tailor your script accordingly.

2. Hook 'Em from the Start:

In a world of short attention spans, the opening seconds of your video must hook viewers like a captivating novel. Start with a strong and intriguing hook that piques curiosity and entices them to keep watching. Think of yourself scrolling through your social media feed and which content forces you to stop.

3. Tell a Story, Do Not Sell: 

People crave stories; they're the heart and soul of great videos. Weave your product or service into a compelling narrative that resonates emotionally with your audience. Transport them on an adventure that tugs at heartstrings, sparks laughter, or ignites a sense of wonder.

4. Keep It Concise and Clear:

Brevity is the soul of wit, especially in video scriptwriting. Be concise and get to the point without sacrificing clarity. Eliminate any fluff or jargon that might distract from your core message. Remember, clarity is king!

5. Inject Humor and Wit:

Laughter is a universal language that can foster a strong connection between your brand and viewers. Sprinkle some humor and wit throughout your script to add a dash of personality and charm. But remember your voice and the tone of your brand - don't get too silly if you want to reflect a sense of professionalism in your posts.

6. Embrace the Power of Visuals:

Remember, this is a video, not a novel. Complement your script with captivating visuals that enhance your message. Show, don't tell, and let the magic of storytelling unfold through a dynamic visual experience. Don't linger on shots for too long, embrace motion graphics and captions to keep someone's attention, and have colorful sets that make your video stand out from the rest of the feed.

7. Call to Action:

End your script with a clear and compelling call to action. Guide viewers on what steps to take next, whether it's to subscribe, visit your website, or make a purchase. Don't leave them hanging! Tell them what to do next and lead them on a journey through your content and funnel.

Writing scripts can seem daunting but with the tips above, you should be armed with the right tools to create engaging videos. Remember, knowing your audience, hooking them from the start, and embracing the art of storytelling are the pillars of a compelling script.

Write with your audience in mind but stick to your brand's original vision, voice, and tone. Know your goals with the campaign and craft a seamless CTA that will point people towards the actions you want them to take. Research other videos in your industry from your competitors and see how they do it as well. There's nothing wrong with getting inspired by someone else's writing and crafting a script with your own voice.

And have fun writing, it will make your videos sound original and less formulaic. Let your voice shine through your words and attract the tribe that vibes with your style.