Some videos, like customer testimonials or interviews, can be completely off-the-cuff. In fact, in this instance, improvisation adds to the authenticity of the occasion. However, there are times when you are going to want to put a little more prep work in before the shoot. If you’re filming any kind of presenter-led talking head video, or maybe something of a more instructional nature, then a script is something you should look into creating.
The good thing is just about anyone can write a corporate script. Granted, it may take a little practice to get the flow and the tone of things down to a finer art, but writing scripts for your own branded content is a very achievable goal for anyone to set their sights on.
If we had to say what the general point of just about any video was, it would probably be something along the lines of speaking and engaging with your audience and helping you to achieve business goals. The beauty of a script is it puts you more in charge of these elements, and the bonus is that when written well, the words you use can inspire your audience to do exactly what you want them to.
In this blog post, we’re going to give you some pointers on how you can get started in creating your own scripts for your future video projects.
You need to be 100% clear on what your objectives are for any given video. A good launchpad is to ask yourself to following questions:
- What is the purpose?
- Who is your audience?
- What action do you want your viewer to take?
- What value are you providing?
These questions will help you to gain a better understanding of the people a video is for, and it is this understanding that is needed in order to create content that will engage them
Armed with this information, the next thing you need to begin work on is the narrative that your video will follow. Now, don’t panic – we’re not talking about creating any cinematic epics here. This is simply a case of figuring out how you are going to deliver the message you want in a way that will resonate with your audience. You don’t necessarily need to conjure up an entire universe in which to base a huge quest, just work out a logical arc along which your video can progress.
Now it’s time to start writing, and the main thing to remember here is to always speak your audience’s language. This means keeping things simple and conversational, and avoid jargon like your life depends on it. Keep in mind, however, that your brand voice still needs to be heard loud and clear so that your more heavily produced projects don’t stick out from the rest. It can be a little difficult to strike the right balance first time around, so make sure you revisit and review your scripts as you write them, and if you’re at all concerned about anything relating to brand identity, check with your marketing team – they’ll be a massive help.
Don’t make your scripts any longer than they need to be. Less is always more, but try not to substitute the necessary detail for brevity. Say whatever you need to say and then wrap things up. This is something that you will be able to tighten up on every script once you’ve written and reviewed them. Just always focus on the key takeaways and abandon any extra fluff that may have crept in during the process of getting that first draft down on paper.
Finally, remember that video is about more than just words. The visuals are equally as important, and need to be factored in when creating a script. Don’t feel you need to communicate absolutely everything through dialogue alone – there is always room for smaller animated sections and b-roll that will help to really make your message hit home with viewers.