Video scripts are a type of text that few professionals are familiar with. Here are 7 tips for creating your own!
Video is a strategic lever in business, whether for internal communications, marketing, or training. The success of engaging content relies above all on a well-constructed script, where the pace, tone, and word choice are designed for oral communication. In this article, discover seven essential recommendations for writing a powerful script, suitable for social media, websites, or internal media!
Before you start writing the script…
A video project can’t be improvised. A good script isn’t enough to guarantee smooth and efficient production: it must be integrated into a structured workflow, where each step, from conception to broadcast, is anticipated. Rigorous organization helps avoid delays, inconsistencies, and last-minute adjustments that affect the quality of the final output.
Here are some best practices to optimize corporate video production and lay a solid foundation before even writing your script:
- Define a clear framework: A good script serves a specific purpose (training, promotion, engagement, etc.) and must be designed with the target audience in mind. This influences the tone, format, and level of detail of the content.
- Establish an editorial calendar: Planning productions in advance ensures regular distribution and allows script writing to be adapted to meet deadlines and business needs.
- Structure the approval process: Too much back-and-forth can slow down production. Defining clear steps (writing, review, approval) with a limited number of stakeholders helps avoid stalling the project’s progress.
- Optimize resource management: Having script templates, style guides, and checklists simplifies teamwork and ensures consistency across all productions if you’re aiming for regular releases.
- Anticipating technical aspects: choosing the right format, ensuring that the equipment is available and testing the tools (prompter, editing software, hosting platforms) before filming helps avoid unforeseen events.
Video management and distribution must be planned for from the very beginning of the project. To achieve this, it’s recommended to opt for a hosting platform that will centralize files, facilitate team access, and optimize content organization. These solutions also ensure seamless distribution across all media, with advanced options like web integration and rights management.
How to Write a Video Script: 7 Best Practices
1. Start with a strong hook in less than 5 seconds
The first few seconds of a video are the most important. To capture your audience’s interest, use a hook. It should intrigue, surprise, or promise immediate value. For example, you could ask a compelling question, share a compelling statistic, or announce a clear benefit. So, forget about long introductions and get straight to the point.
2. Write for video format, not an article
A video script should be designed for oral communication. Favor short, natural sentences with smooth transitions to avoid a choppy tone. The text should be easy to listen to: simplify phrases, avoid heavy enumerations, and test it out loud. Clarity is especially important because, unlike an article, the viewer cannot immediately rewind.
3. Pace the script with alternating narration and visuals
A good script isn’t just about text; it must also be visually dynamic. Incorporate shot changes, zooms, animations, and on-screen text to maintain the flow. Each visual element should reinforce the message and avoid monotony. Plan cuts and transitions from the writing stage, alternating between narration and illustration to keep the audience engaged.
4. Limit the message to one main idea
Every video must convey a clear central message. Too much information can distract and confuse the message, especially in short formats intended for social media. Therefore, it’s best to follow a simple structure: pose a problem, provide a solution, and encourage action. A strong idea, well explained, will be more impactful than a pile of information that quickly becomes diluted.
5. Adopt the right flow rate
A smooth flow, promoting viewer comprehension, is between 120 and 150 words per minute. To avoid a pace that’s too fast or too slow, you can use a teleprompter, especially for face-to-camera formats. This tool allows you to follow the text without memorizing it and to naturally adapt the speed. Simple devices, using a smartphone, can recreate this effect at a lower cost. When writing your script, also consider incorporating breathing spaces, which will add depth to the speech.
6. Use accessible and conversational language
Well-written text isn’t always pleasant to listen to. When spoken, some phrases can come across as stiff or overly formal, even when the video adopts a serious tone and is aimed at a professional setting. To make your text sound more natural, the best method is to read it aloud and simplify artificial or jargon-filled language.
7. Plan for adaptations for multiple formats
A video doesn’t work the same way on YouTube, LinkedIn, or Instagram. To optimize its distribution, write a flexible script that can be trimmed or shortened depending on the platform. A long version will allow you to delve deeper into the topic, while a short version will get straight to the point. This flexibility allows you to reach different audiences while respecting the specificities of each channel.
