Marketing Video Script: How to Get the Story Right

If you’re creating a marketing video for your business, then there are a lot of different factors that you’ll need to keep in mind. Even the shortest marketing videos require a great deal of planning, from the initial concept to the final edit. The single most important thing you’ll need to do is write an effective marketing video script. The script provides the essential foundation for every successful marketing video, so it’s crucial that you get it right. Here are some tips that will help you develop a great script.

Decide what you want to accomplish.

What goal are you trying to achieve with your video? You might want to promote a new product or explain how one of your services works. You might even be making a strictly informational video that serves to promote your brand simply through providing high-quality content. Ask yourself what message you want to convey with the video, and who your audience is. Once you’ve established a goal, it will be easier to meet it.

Outline your video’s story.

Before you try to turn your video into a script, it’s a good idea to outline the basics. Write a paragraph-long summary of your video. Then, ask yourself whether the story you want to tell is compelling. Will it hold the viewer’s attention? If so, why? Once you have a bare-bones outline, start adding details. Slowly but surely, you’ll transform your basic concept into a coherent and compelling visual narrative.

Craft a conclusion.

If you want to create a successful marketing video, it’s essential that you find the right way to conclude it. Ideally, the end of your video will provide the viewer with an action to take. That might be sharing the video on social media, visiting your website, or downloading a PDF. However, this doesn’t mean that your video needs to turn into an overt sales pitch. The conclusion should emerge naturally from the rest of your video.

Cut any unnecessary lines.

Before you film your video script, take a hard look at it. It’s time to remove anything that doesn’t contribute meaningfully to your video or that might slow it down. This might mean taking out unnecessary details, or it might mean replacing long words with shorter ones. It should involve finding snappy ways to sum up detailed explanations. Above all, it will mean making your video script as succinct and punchy as possible. If you want your video to have an impact on the viewer, every word that goes into your script needs to be there for a reason.

When you’re looking for that extra edge you need in your online marketing efforts, it’s time to partner with Pennington Creative. We can handle the hard work of crafting a compelling video script for you. Our content creation team has worked on a wide array of challenging projects, and we’re ready to put our expertise to work for you. From press releases to social media to marketing video scripts, our team can handle it all! Get in touch with us today to learn more about our services.

About the Author

Justyn - Digital Marketing Manager, Special Projects
Justyn Dillingham

Digital Marketing Manager, Special Projects