Writing a Brand Video Script in 7 Simple Steps
Videos are extremely important and powerful when it comes to your brand identity, sending your brand message, and promoting your brand. Making great videos is a complex task and there are several stages you have to go through. But the first and most essential step is writing a good brand video script.
A brand video script is your video idea put on paper. It helps you plan, strategize, and decide what the video is going to look like and what message it’s going to send. So, whether it’s a product promotion video or a tutorial for your target audience, you need to start by writing a script. That’s why we’ve put together this guide with 7 simple steps to writing great brand video scripts.
Let’s break it down.
1. Determine Your Target Audience
First things first, you need to define who this video is for. Determining your target audience needs to be done early in the process, to make sure your video will speak to them the right way.
So, your brand should already have a wide target audience defined, but try specifying the subgroup this video is aimed at. For example, it could be:
- new customers who don’t know much about the brand
- loyal customers who’ve been following you for years
- Instagram followers
- online shoppers
You should segment your target audience this way and know exactly who this new video is for.
2. Define the Main Message
The next step in the process of writing your brand video script is defining your main message. In other words, you have to set a clear goal for this video. To do that, try answering these questions:
- What do I want to achieve with this video?
- What do I want people to think/do/feel?
- What is the main message I want to send?
Determining your message will help you craft the video so that it reaches its goal easily and quickly. Here’s a couple of examples of what your main message or goal could be:
- introduce a new product
- bond with your customers
- boost your online presence
- call people to attend your webinar
There can be so many different goals, so choose one main goal and keep it in mind while writing the rest of the script.
3. Outline the Story
Now that you know which direction you’re headed in, you should start writing the outline for your video. The outline is the skeleton of your video that will contain:
- the main elements of the video
- the core story and storyline
- brief notes on what each part of the video will show
Don’t go into too many details with your outline. Make it brief but informative. Then, you’ll be using this outline to slowly develop a more elaborate storyline and add all the necessary details.
4. Open Strongly
You have to understand that your target viewers see dozens of videos, ads, and promotional materials every single day. While they’re scrolling through social media or looking at YouTube videos, they see so much video material that they can easily lose interest.
This is why your brand video needs to open on a strong note. That means that you have to:
- create a brilliant hook for the first couple of seconds
- grab your audience’s attention
- think of something funny, risky, unique, or special
- make the first couple of second truly count
This means that your video should make an impact even if they scroll away after watching the first couple of seconds. Your brand and your message should already be visible.
5. Focus Your Video
As you’re developing your story further from the introduction, you’ll have to choose a focus and stick to it. You want your video to be clear and not confuse your viewers. So, choose the focus of your video:
- a character
- a product
- a message
Keep your video focused on a single notion to help those watching understand the point and embrace the main message. If you make the video too wide or complicated, you might lose their attention fast.
6. End With a CTA
The ending of your video has to once again reinforce the message you’re trying to send all along. Only this time, you should do it explicitly by using a call-to-action (CTA).
The right CTA will help your message stick with the viewer and resonate in their head after they finish watching. It should be an invitation for them to perform an action you’ve set as your initial goal:
- Order today on our website!
- Book your ticket now!
Finish off with a strong CTA to make your video more powerful and effective.
7. Keep it Short
As we’ve mentioned, people no longer have the time or the patience to watch everything that’s presented to them online. They’ll choose what to watch and if something isn’t keeping their attention, they’ll move on.
So, make your video short to:
- make every second interesting
- have more people watch the whole thing
- reach your CTA quickly
If you’ve written a script that’s too long, or your writing needs adjustment, you can find writing help online. Make sure you don’t overdo it so always aim for simplicity.
Writing a brand video script is all about helping yourself and your creative team make a brilliant video that will be a huge success. It helps you sort your ideas, define your goals, and make something that truly speaks to people.
Use the 7 simple steps we’ve shared above to write brand video scripts that’ll boost your video marketing strategy.
Author’s bio. Jessica Fender is a copywriter and blogger at GetGoodGrade with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.
Photo by KAL VISUALS on Unsplash