Whether you're starting from scratch or working with a template, your video script is the backbone of your narrative. Videos have steadily become indispensable tools, with a staggering 92% of marketers acknowledging their pivotal role in shaping effective marketing strategies.
In this article, we delve into the art of writing a compelling video script that hooks your audience and delivers a compelling message. We will cover scripts' importance, the step-by-step process, as well as invaluable tips to support you on your script-writing journey.
Quick note… when we say "video" here, we mean both animation and live-action videos.
A video script is a detailed, step-by-step outline of the scenes, actions, and dialogue to be featured in a video. It provides a roadmap for crafting the visual and narrative elements, ensuring a cohesive and engaging video presentation.
When crafting a script for an animation project, we use a document as depicted below, with the voice-over script in the left column and corresponding actions in the right column. This side-by-side arrangement streamlines the process and makes revisions easier.
Click Here For The Free Template
Translating your thoughts into words not only clarifies your message but also provides the foundation for structuring your content. It offers the chance to gather feedback and make improvements, leading to a more refined script that has a higher chance of resonating with the viewer.
We follow a simple guideline: A good, professional voiceover usually reads at a pace of about 130 - 150 words per minute. So, if you have 130 - 150 words in your voiceover script, this typically results in a one-minute voiceover track.
Understanding this helps you prioritise the content you want to include in your video. It also ensures that your video remains congruent with your audience’s expectations.
Having a clearly defined script gives you the opportunity to compare and contrast with your other content. Allowing you to ensure that the language you are using aligns with the brand's voice, values and goals.
Otherwise, your content may end up being misaligned from your brand which can confuse your target audience.
Hopefully, you're getting convinced of the importance of having a script. So, let's now delve into the process of actually writing one.
As with any creative endeavour, it's essential to have a clear idea of what you want to create. Neglecting to plan during the scripting stage could result in changes needing to be made down the line, which could have an overall domino effect on the entire production process.
If you encounter issues during script development, you can easily make adjustments or even start over. However, changing after the video has been recorded, illustrated, or animated can lead to additional costs which could have easily been avoided.
To mitigate this from happening, a good studio will ask a lot of questions from the get-go and do their due diligence. This can include brand and competitor analysis, to ensure that what is going to be created is aligned with the client as well as their target audience.
We ask questions such as:
By asking these questions, it helps you gather more information to then be applied to drafting the initial script.
In the context of creating video content, our enthusiasm can sometimes work against us.
When we're passionate about a topic, we tend to want to share every detail. However, in the world of videos, particularly for promotional content like explainer videos or ads, it's crucial to be mindful of our audience's attention span. Studies, like one by Wistia, have shown that viewers tend to lose interest after just 2 minutes of watching. Therefore, it's generally a good practice to keep your explainer videos short, unless you have a captive audience, such as at an event.
Average Engagement VS Video Length Graph by Wistia
While you might believe that your business idea and story are groundbreaking, it's important to remember that most people are primarily interested in what's in it for them and how you'll make them feel.
So don’t make the entire video about features but talk about the benefits instead.
Also, using words like “you” and “your” makes the narrative more personable which can help connect with the audience on a personal level.
Start by highlighting a problem they can relate to, then showcase how your product or service can solve it. Most importantly, what this transformation means for them.
This is where the visual part of the video plays a crucial role in really eliciting and guiding the audience on a journey.
Remember, you are not the Hero in your story. Your customer is. Your business is as Gandalf to Frodo, or Yoda to Luke Skywalker.
You guide the hero through their journey to get them to their goal.
Being mindful of the tone and tempo in your video is essential for creating engaging and effective content. The tone of voice you choose should align with your video's purpose and target audience.
For instance, an explainer video may benefit from a steady and moderate tempo to ensure viewers can absorb the information. In contrast, a fast-paced product demo can create excitement and a sense of urgency.
The viewers who reach the end of your video are so valuable. They've shown a clear interest in your message, and it's vital to capitalise on that interest by guiding them in the right direction.
That's why we strongly suggest concluding your video with ONE clear call to action. This could range from encouraging them to reach out for more information, download your app, subscribe to your channel, or leave a comment – whatever aligns with your goals.
Place the call to action at the end of the video, allowing it to remain on screen for a few seconds to maximise its impact.
Here are other tips to keep in mind when writing your video script!
In the world of video script writing, the golden rule is clear: where attention spans are limited, simplicity reigns supreme. Less is indeed more, so strive for simplicity and clarity in your scripts. Remember, visual elements can often convey your message more effectively than words alone.
Keeping your audience at the forefront of your scriptwriting efforts is paramount. Address their needs head-on, solve their challenges, and guide them seamlessly toward the next steps.
We hope that our downloadable template and the insights shared in this guide will be valuable companions in your video scriptwriting journey!
Looking for a reliable animation studio to bring your video, animation, and motion design ideas to life, complete with a captivating script?
Motion Manor can help! Click the link here to get in touch.
