Most marketers wear multiple hats, and video making particularly isn’t a favorite. That’s because creating videos can be intimidating, especially if you’re new to it.
Not without a reason. The planning phase of video production can be tough– you need to build a video script and solidify the message to be conveyed and the goal to be achieved. If not executed properly, this could potentially lead to poor results in the entire video campaign.
This article is a step-by-step approach to help you create a video script template. If you aren’t using video making tools that support video script editors (such as Rocketium) you can use Google Docs.
STEP 1: Ask the Right Questions
Before you dive into creating a video script, find answers to the following questions:
1. What’s the Goal of Your Video?
It’s vital to know why you’re investing your time and resources to create this video. Will this video be used to increase traffic to your website? Is it going to improve conversions on your landing page?
Knowing the goal of your video will help you define the following parameters:
- Length of the video,
- Number of scenes your video must have,
- Message to be shown in the outro scene (last scene) of your video, and
- The tone of the video
Example: ‘The goal of my video is to increase the sign-up rate on my homepage from 5% to 15%’
2. Who’s the Target Audience?
If you know who is going to watch your video, it becomes easier to write a video script that guides the viewer to complete the goal of the video.
To run a successful video campaign, you need to consider all possible audience details. You need to know the geographical location, demographics (age, gender), platform (which social media network, or which landing page of your website) and device of your target audience.
This will help you decide:
- The tone of the video,
- What media assets to use,
- The orientation of the video (landscape, square or portrait), which in turn will help you decide how many captions you need to add to each scene, and
- Video content (using emotions to advertise almost always yields positive results)
Example: ‘The target audience for this video is every single US male between the age group of 22 and 40 working in the Food & Beverage industry, who will view this video on Instagram.’
STEP 2: Determine a Flow
The first thing you’ll have to pick for your video is a title. This is important since the title, thumbnail, and the description (on social media) of your video will influence whether a viewer clicks play or scrolls past it.
The next thing you have to decide is whether you would like to use text or a voiceover for your video. This decision must be made depending on the platform where your video will be published On social media, most of the videos are auto-played without sound. You should add text to your videos because, at the end of the day, you want the intended message to be conveyed to your viewer, regardless whether the video is played with sound or without.
If the video is produced for your landing page, keep in mind that Google Chrome auto-plays videos on mute.
Use Our Video Script Template
Feel free to use our video script template (built in collaboration between Filestage and Rocketium) that allows you to come up with exciting video scripts.
The Intro Scene
This is perhaps the most important part of your video. The intro scene determines if someone is going to watch your video completely and influences the viewer to complete the goal of the video.
Including the title in the first 3 seconds of your video is important, especially if the video is published on social media. You can either use text to show the title in the first scene or add a voiceover/narration to let your viewers know what the video is about.
Pro tip: Writing a video script is not like writing a formal report or an essay. Write how you would normally speak – keep your sentences short and crisp, and avoid compound sentences wherever possible.
If you’re creating a video for your landing page, talk about the problem your product/service solves. Create a user persona for whom your solution works best, and introduce the problem from that user’s perspective. Since the viewer will relate to this, the chances of him watching your entire video increases.
Now that your viewer is engaged, it’s time to highlight the goal of your video passively. The approach has to be subtle and not intimidating. You wouldn’t want to show the product straight away and push the viewer to buy or lure them with a discount. Keep this for the end.
You should focus on triggering your viewer’s interest. You can achieve this by including relevant images, video clips and talking about things related to your video topic.
Pro tip: Mark sentences that need to be shown as text overlays on the video, so you can differentiate between your narration text and the video text. In the screenshot below, you can see how Rocketium avoids this confusion altogether by keeping them both separate:
Since you’ve already defined the length of your video, deciding about the number of scenes you’d like to add to your video, and dividing the content in each scene becomes easy.
The Outro Scene
This is your final chance to push the viewer to perform an action that aligns with the goal of your video.
If you’re making a promo video that is to be displayed on social media, your CTA (Call-To-Action) should be along the lines of ‘Visit Now’ or ‘Sign up Now’. If you’ve created a video ad to push users to download your e-book, use ‘Download Now’, and so on.
Hubspot has a beautiful list of CTAs that you can get inspiration from.
STEP 3: Review Your Video Script
Once you’ve created the perfect video script, it is time to enact it. Read the narration parts out loud, and you will realize a few words do not quite fit when spoken, even though they seem fine when read.
This is where you will come up with alternative words that are easier to understand and speak.
Reading your script aloud also lets you practice voice modulation. You can stress on the right words, pause at the right moment, and know how to keep the viewer engaged throughout the video.
BONUS READ: Running A/B Tests
I could not conclude this article without mentioning split tests (or A/B tests). As a marketer, you would’ve experimented with several copies of the same ad to decide a winner based on which copy achieves the goal with maximum efficiency.
Though most marketers run A/B tests on images and text copies, very few actually experiment with videos. The main reason for this is because video making is time-consuming. If creating and rendering one video can take you up to an hour in your current setup, you would be highly demotivated to create multiple ad copies for experimentation!
But if you have the right video making tools, making test copies becomes a piece of cake! Here are 5 steps to carry out A/B testing for videos.
A few elements of a video on which you can experiment upon, and run split tests:
- Content (tone, the language of the CTA)
- Color (color palette – text color, highlight color, background color, etc)
- Media (images, videos, gifs)
- Music (genre)
- Text (font, size, position)
Do you have any tips you’d like to share? Mention them below!
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