According to a study by Google on its users, we notice that 7/10 of them turn to YouTube to solve a problem related to their work, studies or hobby
This actually translates into the importance of videos nowadays, but not just any video. Because of the billions of videos that already exist on the web, yours needs to add something extra to stand out and reach the most people possible
This can only happen through the relevance, structure or orderof the ideas listed in your video. This is where the video script comes in to overcome these potential problems.
- What is a video script?
- Why is it essential to write one before producing a video?
- How to write it effectively to have a video that will engage your target audience?
In this article, I’ll share with you 8 tips on how to write a video script like a real professional screenwriter. As a bonus, I’ll present you witha real-life video script case studyat theend .
Chapter 1: What exactly is a video script and why is it important?
Before I start teaching you how to write a script, it is important that I draw your attention to its definition and the reasons why you should take it into account.
1.1 What is a video script?
A video script is the template and foundation of your digital video. It isa chronological summary of the scenes, actions and dialogue you want to appear in your video.
1.2. Why is writing the video script very important?
It’s true that it takes more than a solid script to rank a video on YouTube. You need a captivating thumbnail, an attractive and referenced description and a catchy title
But after these elements will make the viewers click on the video, you need to attract and hold their attention as quickly as possible. And this is where intelligent script writing saves the day
YouTube ranks content based on many factors, but the most important are based on engagement. For your video to beat the competition, it needs to get more :
- Viewing time;
- And comments
Your thumbnail, your description and your SEO won’t do all that, but your script certainly your script most certainly will.
Want to know how to create a captivating video script?
Chapter 2: Eight steps to easily write a compelling video script
2.1. Define your video marketing strategy
It’s taken a while, but in the end you’ve convinced yourself of the benefits of video marketing to give your blog and brand exposure.
So today, finally, you decide to stop focusing solely on written articles and switch to video publications
Alright, you’ve made a great decision, but
- Do you know why you want to incorporate videos on your blog?
- What is your goal in combining written articles with video communication?
This first step is much more important than the video itself
Here are some examples of potential goals:
- Rank with keyword X on YouTube;
- Gain authority in niche X;
- Give visibility to my newly created blog;
- Build trust.
By having an idea of your potential goals, you’ll be clear on the video marketing strategy to achieve them
Not being clear on your video marketing strategy is like trying to kill flies with gunfire when writing a video script.
Therefore, the first question you should ask yourself before writing a video script is: What video marketing strategy do I want to adopt?
2.2. What are you going to talk about?
The best way to fail beforehand when writing a video script is to have no idea what you are going to talk about.
When writing a video script, you may feel like you have a lot of valuable information to give.
In fact, if you don’t choose the specific information you’re going to give in your video, you’ll end up talking about everything and nothing at the same time.
If the topic of the video is broadcast, you may think you are adding a lot of value to your readers, when in reality what you are getting is:
- Giving the viewer the runaround, who won’t know exactly what you’re talking about ;
- Wasting topics to talk about in a very specific way and therefore losing the opportunity to address them more specifically in standalone videos.
Before you start writing a video script, take a few minutes and think about this question: What specifically do I want to talk about in this video?
Or, in other words, what topic will I discuss?
Defining your video marketing strategy in the first step will help you choose the most appropriate video topics at any given time the most appropriate video topics. If you know where you want to go, it would be easier for you to know what you need to do to get there.
2.3. Clearly define the purpose of your video
Now that you are clear about your video communication strategy and the topic you are going to cover, you may think that now it is time to start writing the video script.
But do you know what exactly you want to achieve with this video?
I’m not talking about a video marketing strategy or topic, but about the objective of your video.
- Why are you going to record it?
- What do you want to do with it in the short term?
- What reaction, behavior or emotion do you want to provoke in your audience with this particular video?
Imagine that your video marketing strategy is to become the number one reference in online marketing.
Therefore, the theme of your video script tomorrow might be, for example, “the 3 easiest e-commerce platforms to use”.
Your video is tied to your video marketing strategy. We agree on that.
Now, how is this video going to help you achieve your ultimate goal of becoming the number one reference in online marketing?
To answer this question, you need to take the short view and ask yourself: what do I want to achieve with this particular video?
Here are some options for answering:
- Show my audience various e-commerce options FOR them to see that I am a person with resources.
- Show my audience different options SO they see that I took the time to research the best options for them.
- Do a comparison of the different options SO they can see that I have professional criteria.
2.4. What is the main idea of your video?
Being clear on the strategy, topic, and objective isn’t enough when writing a video script.
Is there more to it?
Yes, but relax. What’s coming is simple and you’ll get it right the first time.
Let’s say you continue with the idea that the theme of your video is “the 3 easiest ecommerce platforms to use”.
While that number 3 already serves to narrow the field of ecommerce platforms down a bit, you may be spending too much time than necessary talking about the topic because of your expertise.
So, to avoid endless debates on a topic you’re good at, your best bet would be to define the main idea of your video script.
The main idea answers the following: If my audience were to remember only one idea from this video, what would it be?
This question can also help you: What is the most important thing i can say about this topic?
Options for the e-commerce example:
- There are different platforms suitable for different needs.
- Everyone should choose the platform that best serves their online business.
- E-commerce is an essential feature for online businesses.
If you don’t define a main idea before writing a video script, you run the risk of ramble on about the topic without providing really useful solutions that help you achieve both the goals of your video and your video marketing strategy.
The main idea helps you get the message across better when writing the video script and also serves as a conclusion to the video.
2.5. Time to write the video script
Once you have defined the strategy, objective, theme and main idea, you can start writing your video script.
Of course: you need to be clear on certain guidelines.
Let’s look at them:
- Capture the reader’s attention as quickly as possible:
From the very first seconds of your video, you need to succeed in instantly capturing the reader’s attention so that they stay on the video until the end
To do this, you must anticipate the questions your target audience is likely to ask. Reassure them to stay by showing them that you have the solution to their concerns in your video
Show them the opportunities they may miss if they don’t watch the video.
- Structure your video by drawing up a table of contents or outline of your video:
This especially applies to those who make educational videos like me. Present a list of the steps you will cover from beginning to end and promise a bonus at the end. This bonus will keep the reader curious to watch the video until the last second.
Be aware that the viewing time (the amount of time your player spends on your video) is a sign that shows YouTube if you are really providing value to users and whether you should move up or down in the video rankings.
Also, by setting up the content outline at the beginning and then tackling it one by one, it gives the video rhythm and allows your reader to not get lost or bored while playing. It also keeps you from mixing pedals.
- Clearly define an introduction, a body and a conclusion.
- Avoid long videos
Videos longer than 15 minutes are not too recommended. The goal is to be really concise and give maximum value in minimum time. By the way, this is the reason why you write a script for your video first.
- Write your video script with your ideal reader in mind:
Anticipate the doubts as well as potential objections of your audience and include their responses in your video script.
- Use direct ideas and short sentences
Be specific and concrete and avoid using abstract terms that everyone can interpret in their own way;
- If you get lost in the writing, go back to everything you’ve previously defined your video marketing strategy, objective, topic and main idea
- At the end of the video, make a call to action on what you want the audience to do. It can be to subscribe to the newsletter, download an ebook, share on social networks, visit your e-shop or blog, etc.
2.6. Proofread your video script
When writing a video script, you should know thatwrite an e-commerce article is not the same as talking about e-commerce, even if the subject and the main idea coincide.
The language, the tone, the level of formality and the level of specialization cannot be the same.
It is essential that you make sure you have written a video script and not an article for your blog. To do this, once you have written your video script, read it out loud.
When you do this, you will find that many phrases, sentences and words are perfect in the written register and not in the spoken register.
“Oralize” the script of your video as much as possible, because, although the first step was to write it, its purpose is always to be spoken aloud.
2.7. Take a break
Above all, avoid starting the production of the video as soon as you have written its script.
Once you’ve written it, put your script in a safe place and wait a few hours before moving on to the video.
If you’re new to video script writing, I recommend that you allow at least 24 hours for a break. In the meantime, you can go about your business.
Here are two main benefits this offers:
- The script ideas take shape and settle in your head;
- You “detoxify” from the work you’ve done and can come back to it with fresh ideas.
Most likely, during these 24 hours, you will make improvements to your video script.
Therefore, don’t forget to always have a notebook handy to record to write down these new ideas and prevent them from slipping through your fingers.
2.8. Time to record your video
Well, the 24+ hour break is over!
You can now pick up the script for your video. Next, follow these steps:
- Read your video script and as you go along add any new ideas you have ideas you had and possible changes as you go along.
- Read it out loud and check that what you have changed or added has not affect the orality of your video script. If so, correct what is necessary.
- Do a final hunt, paying close attention to inconsistencies, ideas that are not entirely clear, ambiguities, abstractions, etc.
- Read it out loud and check that everything is in the right place.
Now you can finally start recording your video.
But be careful! While recording, be open to possible changes.
When you get in front of the camera, many aspects of your script that once seemed perfect may no longer be convincing or make you doubt yourself.
So, instead of sticking 100% to your video script, my recommendation is that you be open at all times to changes that your intuition may indicate.
Also, there’s nothing wrong with not to record the video all at once. If at any point you say something that doesn’t sound quite right and you’re considering changing it, just go back and replay that sentence
You don’t have to start from the beginning. With your editing software, you can fix anything.
You know: Flexibility is everything!
Now it’s time to get practical. Below, we will show you an example of a video script that follows the guidelines listed above.
Chapter 3: Case Study – How to use videos in your branding strategy
79% of consumers who want to learn about a product or service prefer videos to editorial content.
In this video, I’m going to walk you through step-by-step how you can use videos in your branding strategy to finally build your brand quickly
Here are the major parts we’ll cover in this video:
- What is branding?
- The top five benefits of using animated videos in your branding strategy.
- How to use animated videos in your branding strategy?
- Platforms on which you can broadcast your videos to get more leads.
- Free and effective tools to monitor the results generated by your videos.
- Bonus: Follow the video to the end so you don’t miss the bonus I’ve reserved for you. This bonus will help you a lot especially if you are a beginner.
But before you start, don’t forget to subscribe to be part of our community if you are new to the channel.
Let’s get started!
1. What is branding?
The word branding is an English term that means “brand image” in French. In a nutshell, it’s the process of giving meaning to an organization, company, specific products or services by creating and shaping a brand from start to finish
But really, what is a brand? A brand is thecommercial identifier for the goods and services offered by a company. This includes the uniqueness of the logo, design, theme and more. Therefore, it is the crucial element to allow the company to differentiate its product or service from those of the competition.
So why should you be interested in video when developing your branding?
2. Top five benefits of using animated videos in a branding strategy:
Benefit One: Greater visibility and likelihood of sharing
It’s no secret that we live in an age of information over-saturation, which makes things difficult for brands.
Among so many types of audiovisual content, we need to ensure that the information we give our consumers is quick and easy to consume, without sacrificing branding
That’s what an animated video can do for you. These types of videos are simply more engaging and consumable than others.
Benefit Two: Complex topics can be made digestible
Animated explainer videos can be lifesavers. Animation can deliver information with so much color and appeal that other types of videos could not
Not only is the viewer’s attention engaged, but in a subtle way, the customer will fully understand your product or service.
Benefit #3: You build lasting relationships with your customers
Because of its format, people feel more identified on a personal and emotional level. You will be able to convey your brand’s unique characteristics and these will stay in the viewer’s mind longer.
Benefit #4: You can answer questions frequently asked by your audience
With animated videos, you have the opportunity to answer your audience’s most frequently asked questions, mention your customers’ concerns and express all the positive features of your products.
Benefit #5: Animated videos are more affordable
Since the use of space and personnel is no longer a consideration, they are considerably less expensive to produce than other types of videos.
Now that you have a good idea of the importance of animated videos in a branding strategy, let’s look at how you can use them to drive more engagement with your audience.
3. How do you create animated videos that are adaptable to your branding strategy?
Here are seven different rules you should follow when creating your animated videos to get better results:
Rule One: Write a good video script from the start
Just as the blueprint of a building is the basis for its construction, so is the script for your animated video. As a writer, you essentially have to decide what will appear in your video.
While this can be intimidating at first, over time, things can become very easy later on.
Write a brief so you have a clear purpose and direction for your video:
Basically, before you write a script, you need to have a clear idea of what you want to achieve and the results you want to have. This will help you determine your goal, your target audience and the core message of your video.
To do this, ask yourself the following questions:
- Why are you creating this animated video?
- What do you want to accomplish?
- Who is your target audience?
- What action should viewers take after watching it?
- And finally, what is the core message of your video?
Convert your core message into a simple story:
Any animated video you create will contain one or more core messages that you want to communicate to your audience. The challenge is to convert that core message into a simple, short story that will engage your audience.
Make sure your story has the following 3 elements:
- Element One – The hook: This is the most important part of the script. It should not be longer than the first 8 seconds of the video. It is based on your teaser that users will decide to stay or bounce. You should give them a compelling reason to stay on the video as soon as possible.
- Second Element – Content: This is the main part of your video. This is where you will provide all the information that your video contains. Make sure it lives up to your hook
- Third Element – The CTA: This is the last part of your video. If your teaser and content were good, many viewers will reach the CTA part. This is where you get them to take action or perform an action.
Rule two: Create a storyboard for your animated video
A storyboard plays a vital role in any animated video creation process. It will give collaborators an idea of what your final video will look like before you even start creating it.
For beginners, creating a storyboard will help predict whether or not your video concept will work. Don’t worry, there are online alternatives you can use to create the perfect storyboard for your animation video.
After that, you can convert your storyboard into an animated video!
Third rule: Choose your animation video style
You can create different types of animation videos, but not all styles will suit your business needs.
Each style has its advantages and disadvantages. While one looks fun and creative, the other can set an inspiring or serious tone.
Here are the most common styles of animation videos you can create:
2D animation videos
2D animation is the most commonly used style of animation video. It is created in a sequence of consecutive frames to simulate realistic movement similar to the traditional form of animation.
This type of animation will work well for both B2B and B2C audiences
Whiteboard animation videos
Whiteboard animation videos are best suited for creating product explainer videos. If done correctly with a compelling script and an effective CTA, you can get more sales conversions.
Whiteboard videos are also great for the education sector, as teachers typically use a marker and whiteboard to explain complex ideas to their students.
Typography Animation Videos
Animation video using typography is a technique that blends motion and text to express ideas in the form of video animations. This style is typically used to create videos with lyrics for your music pieces.
It’s the ideal video format to use when you want your viewers to focus on the words being presented. Plus, it usually takes much less time to create one.
Animated infographic videos
Infographic animation videos can be used to convert your boring data into engaging stories.
This type of video is more eye-catching, as they contain a lot of animated graphics, numbers, and other visual content that naturally grab the reader’s attention.
Animated craft videos
Craft animation videos are a simple yet effective way to explain a concept. As such, they can be best suited for explaining complex ideas.
These videos simulate the effect of objects being moved by a hand and thus naturally catch the attention of the human eye. These are the most common types of animation videos used by brands
Rule 4: Animate your video
Deciding how to animate your video can be a challenge, as there are many options to choose from. Each option has its advantages and disadvantages.
Here are three options for creating an animated video:
Option One – Recruit an in-house team:
This option will work best for your brand if you have a good budget and you plan to make several animation videos on a regular basis.
First, you will need a team of writers, animators and voice-over artists.
Then you’ll need to provide them with access to the necessary equipment and software. Although this is a one-time purchase, it can easily cost you a few thousand dollars.
In addition, the quality and production time per animation video will depend solely on the capacity of your in-house team.
Option Two – Outsource to an animation studio:
Outsourcing will work best for you if you are only planning a one-time animation video project. This brings back the debate of choosing the right animation studio and the question of pricing.
First of all, you’ll need to consider your project timeline and the budget you have available. When it comes to outsourcing, the faster you need your video, the more you have to spend!
In this case, the quality of the video will depend on how well you communicated your idea to the studio and how well they understood your brand.
Option Three: Do it yourself:
If your budget is very limited while you need a quality animation video, DIY apps may be your best option.
Now let’s move on to the fifth rule.
Rule five: Add appropriate background music
Adding background music to your video is like putting a cherry on top of the cake. Without it, something will be missing!
However, finding the right piece of music among the millions available online can be difficult. Here are some things to keep in mind when choosing background music:
Think about the emotion you want to evoke:
Have you ever wondered why certain songs make you sad? Music can evoke emotions and set the mood for your video. So decide how you want your viewers to feel after watching your video.
Understand the personalities of your potential customers:
When it comes to music, every person has a preference. This often varies based on several characteristics.
Make sure your music is tagged for reuse:
Use music sources only from royalty-free sites. If possible, contact the creator of the music and make sure they agree. If you are on a budget, you can also buy your music legally from third-party sites.
But be careful, don’t stick to one music: After selecting a few music tracks, apply them one by one to your video and see which one suits it best
Rule six: Tell your story with a good voiceover
We have now reached the second to last phase of creating an animated video
Adding the right voiceover can improve the quality of the video. This can be done in two ways:
Either by hiring a voice over artist:
Or by recording it yourself:
Recording your own voiceover can be fun, but challenging! The most important part is the equipment. A poorly recorded voice over is the number one killer of a video! So make sure you learn from the experts before you start.
Rule #7: The editing must be perfect
This is the final and most important phase of all the work done. This is where you need to perfect your animation video in every way possible.
When editing the video, it is also important to include text that will emphasize the main points of the video
However, there are tools that will make editing your videos easier even if you are a beginner. So stay until the end of the video to discover them.
Now that your video is ready, what platforms are likely to host it?
4. What platforms can you share your videos on?
After your video is ready, it now needs to be published on the platforms that are likely to bring the results you are hoping for.
But keep in mind that the choice of platform depends mostly on the type of audience you want to target. Here are three video sharing platform options for any type of topic:
Option One – YouTube:
This is undoubtedly the leading multimedia platform on the web with over 1.5 billion users worldwide and over 1 billion hours of viewing per day.
It’s not for nothing that Alexa ranks it second after Google in its ranking of the 500 most visited websites in the world.
Second option – Social networks:
By posting your animated video on social networks, you are more likely to increase engagement and conversion rate. The most popular ones are Facebook, Instagram and Twitter.
Third option – Your site or blog:
Most blogging type platforms allow you to insert YouTube videos. You can add your animated video and encourage your subscribers to comment on their personal experience with it. However, the video must be placed in the right place on the site to directly attract the visitor’s attention without impacting their user experience.
Now your video is online. But how do you know if your audience likes it or not?
5. How do you know if your animated video is generating results?
After publishing your videos on the platforms of your choice, you now need to monitor and analyze the results of your efforts.
Just as it’s relevant to monitor every step of the process of making an animated video, it’s equally relevant to analyze the metrics data
Having an idea about the trends and the number of visitors allows you to know how the video is received by potential customers
For this purpose, you can use the free, yet effective tools such as :
- YouTube Studio to view the analytics data of your YouTube channel;
- Analytics tools integrated to each social network such as Instagram analytics, Audience Insights of Facebook
- Google Analytics for your website or blog, etc.
These tools allow you to get more information about your target audience. There are other more powerful tools on the market, but you’ll have to spend a budget for it.
Feel free to comment on them if you know of others.
As promised, let’s move on to the bonus I have reserved for you who have been following the video so far.
Don’t forget to subscribe to be part of this wonderful community.
As an end bonus, I’m going to share with you two options to easily and quickly create quality videos that can be used in your branding strategy:
- The first option is to create the videos yourself with free and easy to use tools:
If you are a beginner without any video editing skills, I recommend using the tool Canva.
With this tool, you can create your animated videos easily, quickly and for free. The advantage with this tool is that there is also a mobile version that allows you to create your visuals from anywhere.
You can also use the PowerPoint This is a tool offered by Microsoft that allows you to create electronic slideshows accompanied by an oral presentation that can be projected on a screen afterwards
If you know of any other powerful tools for creating explanatory videoplease feel free to comment on them.
- The second option is to hire a professional if you don’t have the time at all.
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Thanks and see you soon!