For a long time, business gurus were preaching about the importance of creating great video content. Sure enough, video quickly became an indispensable arm of a successful marketing strategy, and now all brands are looking for ways to craft moving images that showcase their company’s value to consumers.
But wherever moving images might go in marketing, words will closely follow. Every brilliant video has a superbly written script behind it, and getting the right kind of content down on paper is the first step in every instance. But where do you begin when it comes to scriptwriting? Well, you’re about to find out…
1. Utilise the art of storytelling
You can tell a wonderful tale with video, but only if you write right. Awesome scriptwriting often involves a narrative, beginning with who you are and the origins of the brand, before moving onto the evolution, what you have done for other clients, the team, and finally finishing with a conclusion and call to action.
Using a structured narrative allows you to get the important stuff said right away (a cracking hook never hurts) before weaving into deeper territory that reveals more about services, aims and ambitions. People like stories, and video is one of the best ways to tell them.
2. Write conversationally
Writing a video script is very different to ordinary content writing in that great grammar isn’t the be-all-and-end-all. Highest on the list of priorities is scribbling words in a way that the stars of the video can recite comfortably.
For example, if you’re a brand based in the north with a home-grown team, and you’ve written a strict script using the Queen’s English, the result will be a stilted, awkward sounding video. This isn’t how your team talk normally, so you need to write dialogue that they can perform with confidence. It’s important to embrace who you are as a brand and let your team’s personalities beam out from the screen.
3. Slow and steady wins the race
When writing a blog, it’s easy to get carried away punching the keyboard as thoughts begin to flow. But bear in mind you have a much tighter window when writing for video. Viewers want short, snappy content they can digest quickly and effortlessly, which is why your writing must be concise.
Try to restrict your word count; bear in mind that the normal rate of speech sits around 150 words per minute. This should be enough time for the star(s) of the video to talk without appearing hurried. They also need to understand the words they’re saying, so don’t go overboard with technical expressions. If you do throw in some jargon, elaborate on what they mean in the video using layman’s language.
4. Know your audience and address them directly
Every brand has its own specific audience – and you’ll need to speak to yours in the right way to get your point across. Feed them with new and intriguing information that they don’t already know, and keep their challenges and priorities in mind from start to finish so you can write in the most effective way.
Direct address is also important. Viewers will feel more engaged if they feel they’re being spoken to rather than about.
Scriptwriting is less of a handy skill to have nowadays than an essential one. We do plenty of it here at Making You Content, so if you’re creating a brand video, give us a call on 01616 609 206 or get in touch via email and let us help you do the hard bit.