How to Write a Great Video Production Script

20.09.2022 Content Strategy
Eoin Dowdall
Creative Director

Putting pen to paper is no mean feat when writing an effective video production script. Bearing in mind that this will be the crux of your video, you want to have the perfect wording to attract your target audience. Planning is the secret behind writing a great script. Before you organize all of your logistics, you need to have a clear and detailed text outlining all of your expectations. Whilst this can be quite a time-consuming aspect of video content production, you must spend as much time as you need to make sure your planned visual design is in accordance with your brand’s identity. Follow the next steps to see how we can simplify this process and help you achieve your video marketing goals. 

1. Reaching Your Audience Through Video Marketing

Who will be watching your video? Do you want them to learn something? Do you want them to be humoured? Your script needs to resonate with a specific client base to enhance your customer’s understanding of your brand and product. It’s important to avoid trying to address every single potential customer. This leads to confusing messaging and unclear direction in the shooting of your video. You can’t please everyone, so don’t broaden your content marketing strategy and video script to encompass a wider audience.

Sticking to a particular customer profile will help you visualise the wording of your script better. You’ll be able to imagine yourself in one, constant mindset, rather than jumping from one type of consumer to another. You will also have a better sense of the focus of your video content what your video content.

A solid understanding of where your audience will watch your video will also benefit your video content marketing strategy. If you’re targeting a specific age bracket, you need to know which social media platforms are best suited, so your video is extremely promotable and reaches the right people. Therefore, you will need to vary your language to engage different audiences. If teenagers are your target audience, you’ll need to combine both your brand guidelines and the snappy words used on TikTok to enthrall your consumer base. But as YouTube videos are longer and more universal, you can have greater flexibility and play with the language of your script more.

Reaching Your Video's Audience
Reaching Your Video’s Audience

2. The Goal Behind Your Video Content Production

What is the specific purpose of your video? Who is going to engage with your video content? Where will your viewers learn about your brand? 

This part of the video scripting process relies on where your audience will see the video, what you want your viewers to do after watching, and the key performance indicators you use to track success. Outlining why viewers should be watching and determining how they will benefit from your services will give you a clearer idea of what you want to present and how. Is your video there to educate or humour viewers? Is its goal to demonstrate or explain a specific product or service, or to promote and showcase the benefits of your company? 

Identifying these factors will set you in good stead in finding the correct video format and style. Be it live-action or animated footage, you want your video to make an impact on your target audience, so figuring out the purpose and goals of your video will help you concentrate on the specific, rather than the broader aspects. 

It’s also important to have your key messages next to your video script document. This will keep you focused and help you stay close to the brief. Drifting away from your brand guidelines drafted in the brief can confuse you and whoever you choose to work with on the right wording and phrasing. Ensuring that your final call to action aligns with the purpose of your video will also further engage your audience and motivate them to take an interest in your company’s services.

The Goal Behind Your Video Content Production
The Goal Behind Your Video Content Production

3. The Central Character of Your Video Content

Deciding on who to have in your video is another important consideration. As a video has to be short, it’s best to limit the number of characters. Too many people will make your script and video difficult to follow and can muddle your main points. This will therefore lead to a lack of focus, disengaging and confusing your audience. 

In stark contrast, one main character will simplify your script and video, and tell a much more compelling story. With one protagonist you can develop a stronger narrative arc and highlight your character’s development. This can include a before and after account, demonstrating how the character’s life has improved after trialling your company’s services. Your character can be as entertaining or emotive as you like. Just remember that relatability is key in attracting consumers and boosting your branding.

If you’re doing a video series, you can utilise this main character even more. Having the same person fronting all of your videos will promote continuity and establish a more grounded branding. This character can also act as a mascot for your company, which in turn makes your brand more recognisable and reputable. Building familiarity with your audience will display your approachability and consistency in your marketing strategy. A constant theme will lead to a constant presence, adding credibility to your video content marketing strategy and attracting more viewers and potential clients. 

The Central Character of Your Video
The Central Character of Your Video

4. Visual and Audio Elements of Your Video Strategy

Your script isn’t just about the words you use. Detailing all of the visual and audio elements you’ll require for shoot day will help improve your focus on your video content and better visualise your final product. If you want a voiceover with visuals cutting to different shots, make sure these are included in your final video production script. Making sure the text fits the images will give your video content a much smoother and more logical flow, adding to a structured narrative arc. It’s all about the specifics.

A script is a set of directions. It has to be as explicit and precise as possible to avoid confusion, uncertainty, and disappointment if the final video isn’t exactly what you wanted. It’s particularly helpful for all involved if you divide different parts of your video script into scenes. This will clarify various elements of your final video, as well as break it down into smaller sections and structure it better.

Specifying these visual and audio elements will also simplify the post-production process, as the editing team won’t be in any doubt as to what aspects you want to incorporate into your final video. Audio is a crucial component in your video as the sounds and music will set the ambience. 

It’s highly important to remember that video is a visual medium. Therefore, if you can show instead of telling information, you will write and produce more engaging video content. This will develop a deeper connection with your target audience and add excitement to your video content marketing strategy.

Visual and Audio Elements
Visual and Audio Elements

5. Word and Time Limit of Your Video Content

Where you want to promote your video will give you a clearer idea of the length of your video. Remember, the shorter your video, the better it will engage audiences. Attention spans are shortening and potential clientele will simply scroll past after a matter of seconds. But don’t think that cramming a short video with a multitude of words is the answer.

If your video is a constant stream of dialogue, our rule of thumb is 125-150 words of dialogue a minute. You’ll want these words to be as simple and understandable as possible and delivered at a reasonable pace. Too fast, you risk retention of key information. Too slow, your target audience will become bored with your video content. 

Meet the right word and time limit by spending time axing and rewording your script. You’ll weed out any unnecessary wording and find crucial information for your branding. As a result, you’ll develop a much more concise and coherent script filled with relevant information and intriguing content. You don’t want to ramble and distract your audience with facts that won’t directly benefit them. 

Here’s our tip in not letting your video script go over the maximum duration. Read and visualise your script playing out on screen whilst timing yourself, including a time for a call to action. This technique will give you a good idea of how long your script is in real-time. Keeping your goal precise and in mind will figure out the right wording and length, ensuring a clear message and branding strategy.

Word and Time Limit
Word and Time Limit

Final Thoughts

Creating a compelling story and structured narrative arc within your video production script will win over viewers and potential clientele left, right, and centre. With over 2000 videos, both animated and live-action, we can sort all of the logistics associated with your video, meaning no hassle or stress on your part. Still interested? Give us a call to get our creative partnership started.


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