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16 Tips on How to Write and Create an Engaging Video Script

16 Tips on How to Write and Create an Engaging Video Script with Visual Storytelling For Businesses & YouTube

Visual storytelling can elevate your video content, providing your audience more than just information. When you incorporate a compelling narrative or ‘visual story’ into your video material, you’re giving them a journey and an experience that could change their perception of your brand. While engaging in video marketing, remember, your story isn’t just a component of your video script – it’s the lifeblood of your script writing.

Video Scripting Writing Tips

Both art and science go into creating a compelling story for your visual narratives. Crafting visual stories calls for imagination, an in-depth knowledge of your audience, and a strategic approach to storytelling. Whether you are writing a script for for your business video or YouTube video, below are some helpful tips on how to write a video script that is engaging and compelling, enhancing the art of video storytelling:

1. Understand Your Purpose

Before you can start video writing or video script writing, you first need to understand the goal of your story. Are you attempting to educate? Persuade? Entertain? Knowing your purpose can help you mould the narrative and make sure it adheres to your objectives.

2. Understand Your Audience

A story is only as compelling as it is relatable to its audience, so understanding who you are writing for will help you tailor your story and make it resonate. You need to understand their needs, desires, challenges, and interests, as well as consider their demographics, preferences, challenges, and motivations. What types of stories resonate with them? What emotions do they connect with?

3. Define Your Core Message

What is the main point you want viewers to remember after watching your video? It ought to be succinct, straightforward, and pertinent to your company’s name, goods, or services. This idea should serve as the foundation for your entire video script and story.

4. Craft Your Characters

Well-developed characters are essential for a compelling visual story, whether they represent a single person, a group of people, or your firm as a whole. You must establish an emotional connection with your audience, so consider the traits that make your characters distinct, the difficulties they encounter, and the solutions they find. The main characters in Dove’s Real Beauty Sketches ad were regular women who spoke about themselves to a forensic artist who couldn’t see them. In addition, the artist sketched the same women based on descriptions provided by outsiders. The stark contrast between the two sketches demonstrated how much more lovely women were than people had previously realised. The lesson of real beauty was effectively conveyed by this story to audiences all across the world. By focusing their plot on relatable people (ordinary women) and presenting an original, emotive conflict (women’s view of their own attractiveness against how others see them), Dove successfully crafted a gripping narrative in this instance. The resolution sent a strong message that complemented the goals of Dove’s marketing and brand.

5. Develop Your Plot

The plot is the backbone of your story. It should involve a series of events or actions that lead towards a climax or resolution. Introduce conflict or a problem in your story, show how the characters deal with it, and eventually resolve it. The plot should reflect the core message you want to communicate in your script.

6. Create a Clear Structure

Every story has a beginning, middle, and end. The beginning should hook your audience and introduce the characters or the situation. The middle develops the story, introduces conflict or a problem, and leads the audience towards the solution. The end should resolve the story and reinforce your core message.

The story begins with a woman explaining her father’s difficult past, living in Berlin as a guard on the west side of the Berlin Wall (beginning). After the wall was brought down and they moved away from Berlin, he struggled to deal with the bad memories of his service as a guard.

The daughter then explains how she booked a trip to Berlin and a stay in an Airbnb (middle), to show her father how Berlin had become a beautiful city. Hopefully helping him to break down these emotional barries.

The owner of the Airbnb turns out to be the guard who patrolled the east side of the Berlin wall, and they become friends (end).

7. Create an Engaging Beginning

You have a few seconds to hook your viewers, so start your story with a captivating scene, intriguing statement, or a question. This immediately draws in the audience and makes them want to watch further.

8. Build an Engaging Middle

The middle of your story is where the conflict develops and tensions rise. Ensure that this part of your script maintains interest and continues to develop the characters and plot.

9. End with a Resolution

The end of your story should bring closure and resolution to the conflict or problem introduced in the plot. It’s also the ideal point to clearly convey your core message or call to action.

10. Show, Don’t Tell

Instead of merely telling your audience about your product’s features or your company’s accomplishments, show them through your story. Show how your product or service can be used, how it solves a problem, or how it changes lives. This makes your story more relatable and your message more powerful.

As an example, “We’re The Superhumans” campaign by Channel 4, is a remarkable advertisement for the Rio Paralympics 2016. In this video, a diverse cast of people with disabilities are depicted engaging in a wide range of activities, from playing musical instruments to participating in various sports events. The ad doesn’t just feature athletes; it includes musicians, dancers, parents, and even a pilot, all of whom have disabilities. These scenes are synchronised with a lively, catchy song that proclaims, “Yes, I can!” What makes this video so effective is that it doesn’t tell the audience about the abilities and potentials of people with disabilities. Instead, it showcases it. It presents viewers with a vision of people with disabilities doing things that many might assume they can’t, challenging stereotypes and changing perceptions. This is a brilliant application of the “Show, Don’t Tell” principle. By showing people with disabilities achieving extraordinary things, the campaign effectively conveys its message of empowerment and potential without explicitly spelling it out.

11. Incorporate Conflict

Every good story needs some kind of conflict or challenge. This creates suspense and keeps your audience engaged. The conflict could be a problem your customers are facing, a common misconception about your industry, or even a challenge your company had to overcome.

12. Evoke Emotion

Stories that make readers feel something are more powerful and memorable. Try to evoke an emotional response in your audience, whether it is joy, surprise, inspiration, or even despair.Google’s “Reunion” video is a fantastic illustration of a video that employs emotional themes to great effect. In this three-and-a-half-minute movie, two childhood pals who were split apart during India’s 1947 Partition are described. They keep talking about their shared childhood memories as they get older. One of them has a granddaughter who decides to use Google to find her grandfather’s old friend. After finding clues in her grandfather’s stories, she successfully locates the friend in Pakistan. The video culminates in a surprise reunion between the two friends, facilitated by their grandchildren and Google. The themes of friendship, separation, remembrance, and reunion are used to effectively infuse emotional components into the film. It makes viewers feel something, which makes it more fascinating and unforgettable. Additionally, it does a great job of demonstrating how Google can be used to link individuals and bring them together, making it a tremendously successful marketing campaign.

13. Use Visual and Auditory Elements

In video storytelling, you have the power of visuals and sound at your disposal. Use them to enhance your story, set the mood, and emphasize key points.

14. End with a Strong Call to Action

Use a strong call to action to direct your audience towards what you want them to do after you have captured their attention with a fascinating story.’Click, Baby, Click!‘ ad by Adobe Marketing Cloud is a good example with a strong call to action. This satirical and clever video tells a story about an old-fashioned encyclopaedia company that unexpectedly sees an enormous surge in demand for their books. They ramp up production, excited by their sudden success, only to find out that a baby with a tablet was accidentally clicking on their digital ad over and over again. At the end of the video, Adobe provides a strong call to action with the phrase, ‘Do you know what your marketing is doing?’ This question, alongside the Adobe logo and the tagline “Marketing can work better,” encourages viewers to consider their own digital marketing efforts and positions Adobe as the solution to avoid a similar mishap. The video effectively creates a sense of urgency for businesses to understand their digital marketing performance, encouraging viewers to learn more about Adobe Marketing Cloud’s services.

15. Revise and Edit

Once you’ve written your video script, go through it with a critical eye. Is there anything that can be cut out? Anything that can be explained more clearly? Revise and edit until every word serves a purpose in your story.

16. Feedback and Iteration

Get feedback on your story. This could be from colleagues, friends, or a subset of your target audience. Use their feedback to iterate and refine your story.

Understanding how to write video scripts or how to write a video story isn’t just about the words on the page – it’s about crafting an engaging narrative that takes the viewer on a journey. Embrace the art of video storytelling, and you’ll create visual stories that your audience won’t forget.

Scripting Writing FAQs

What makes a story engaging and compelling?
An engaging story is one that resonates with your audience, eliciting emotions and interest. It generally includes relatable characters, a captivating storyline, and a meaningful message.

How can I make my business story more compelling?
Start by understanding your audience – what motivates them, what they value, and what challenges they face. Then, weave these insights into a story that shows how your business can make a difference. Remember, authenticity is key!

Do I need professional scriptwriting skills to create a good video script?
While professional scriptwriting can help, it’s not essential. Basic storytelling techniques, a good understanding of your audience, and a clear message can go a long way in creating an engaging video script.

What if my business doesn’t have a ‘story’?
Every business has a story. It could be about how your business was founded, how you overcame challenges, or simply what motivates you to do what you do. Your story is what makes your business unique, and sharing it can help connect with your audience on a deeper level.

How long should my video script be?
The length of your video script depends on your video’s purpose. A brief social media video might only require a few lines, while a detailed explainer video may need a much longer script. Focus on delivering your message clearly and concisely.

Can I use humour in my video script?
Absolutely! Humour can make your video more engaging and memorable. Just make sure it’s appropriate for your audience and fits with your brand’s voice.

How can I measure the success of my video script?
You can gauge the success of your video script by how well it achieves its purpose. This might be measured in video views, shares, comments, or even increases in product sales or website traffic. Feedback from your audience can also be very telling.

What is the format of a video script?
A video script typically includes a two-column format, with video visuals/directions on one side and the corresponding dialogue or voice-over on the other. This format allows you to simultaneously plan the visual and auditory aspects of your video.

How long is a 1 minute video script?
A one-minute video script is typically around 150-160 words. This may vary depending on the speed of speech, but it’s a good rule of thumb for planning purposes.

How do you write a script for a YouTube video?
Writing a script for a YouTube video follows the same basic principles as any other video script. Understand your audience, outline your key messages, and ensure the script aligns with your video visuals. Don’t forget to include a strong call-to-action to encourage engagement!

How do you write a 60-second video script?
A 60-second video script is typically about 150-160 words long. Start with a compelling opening to hook your audience, succinctly communicate your key message in the body, and end with a strong call-to-action.

How long is a 30-second video script?
A 30-second video script is typically around 75-80 words. Keep your message concise and direct, focusing on one key idea to avoid overwhelming your audience.

How long should a script be for a 10-minute video?
A script for a 10-minute video will typically be around 1500-1600 words. Remember to include enough detail to keep your audience engaged but ensure the script flows naturally and doesn’t feel crammed with information.

How long should a video script be?
The length of your video script depends on the duration of your video. As a general rule of thumb, you can aim for about 150-160 words per minute. However, the key is to ensure your script effectively delivers your message without feeling rushed or overly lengthy.


Do You Need Help Creating Compelling Stories About Your Business?

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About the author

Blue Square Management are a web design and SEO Digital Marketing Agency based in Orpington and Bromley on the borders of South East London and Kent. We help businesses get more leads, increase sales and grow their businesses. Basically, Blue Square Management helps you get more phone calls and sell more products!We do by improving your search engine rankings and getting your found when people are looking for your products or services. We do this through online marketing, which includes SEO (Search Engine Optimisations), Local SEO, Web Design, PPC Management services, Online Reputation Management, Video Production Services, online Video Marketing and Social Media Marketing.Need help with your online marketing? Want more customers? Sell more products? Contact London & Kent's lead online digital marketing company, Blue Square Management to find out how we can help your business.