A video on a landing page can up your conversion rate by 80%, according to Hubspot. 90% of product buyers say video is helpful in the decision-making process. 92% of mobile users will share a video with others.
Damn. That’s pretty hard to argue with. But as you’re already here reading about how to write your company video script, we don’t have to! Let’s dive in.
6 steps to video scripting success
1. Get everyone involved nice and clear on why you’re making a video
What do you want it to do? Who is it for?
So often in advertising, we do things because everyone is doing it. “We need a video!” – but WHY? Establishing the purpose, audience and desired outcomes is the key to making sure you’re not throwing money down the YouTube.
Good reasons to make a video:
To explain to your customers how your product works
It’s easier to get more across in less time when there’s audio >strong>and visual information. Some people prefer to get their content through a video rather than reading – so have both options.
How you’ll know it’s working: fewer clicks to your FAQs from the video page, fewer calls to CS, more journeys towards buying.
To make you look good
If you just want to look great and sell a concept, a brand video makes the feels happen quicker and easier than words. Your brand colours, graphics and fonts are beautiful, right? Video is your chance to show that all off upfront.
How you’ll know it’s working: increased brand awareness and sentiment in focus groups, interaction with the video on social media, good watch times (if every viewer drops off at 10 seconds, you’ll need to rethink).
To get people clicking through to your website
Using video for ads is a VERY GOOD IDEA. Someone who enjoys your video is 97% more likely to buy from you and 139% more likely to recognise your brand in the future.
80% of people remember a video ad they saw in the last 30 days. That’s kind of miraculous and it means your video could carry on being valuable even if a viewer didn’t act immediately after seeing it.
Remember: a video you use somewhere that isn’t your website needs a very strong call to action to achieve the result you want.
How you’ll know it’s working: lots of link clicks, good dwell time for the video’s landing page, increased sales you can’t account for – which could be people remembering your video even if they didn’t act at the time.
2. Plan the length you want before you start
Things can get out of hand really quickly with company video scripts so be strict. A one minute video is going to be around 120 words – leave one second for every 3 words unless you want to end up with a gabbled nightmare no one can understand.
A video for social media should be between 20 seconds and a minute long. For your website, you could probably get away with two minutes but much longer and you may find people don’t get through it. Two minutes is a looooooong time in video.
60% of video watchers will ditch before they get to two minutes. Why waste your time and money?
3. Write down your most important points and catchphrases
These are the ideal things you’d like every customer to know about you AND that make you stick out from your competitors.
Do you have a bunch of ‘you’ words you’ll need in there? Are you using a couple of really strong USPs or company stats on your website? Get ’em in that script.
Your video’s story will be woven around these pillars of you-ness.
4. Feel out your storyline
Think of the emotional stories that involve your company and the people who need it. The personal side of your product or service is what will make your video enjoyable, shareable and memorable. Scriptwriting is still storytelling even if it’s for a 30 second Facebook ad about a new kind of wheelbarrow.
Think about it. Your accounting software saves people precious time they could be spending with their families. Your cupcakes bring delight to children and grownups alike whether it’s a big birthday or a blue Monday. Your funeral services are a fitting celebration of a life that’s ended but will never be forgotten.
People. That’s how you find your video’s story.
5. Build the structure
Short video, lots of things to communicate. You’ve gotta have a strong structure. Even with a beautiful, emotional story and a mind-blowing concept, your company video could still suck if it’s not meticulously planned.
Try some of these structures:
- Problem / solution / why we’re different / surprise extra bonus! / closing strapline / call to action
- You’ve never seen something this great / what the concept behind it is / how it’s going to change lives / closing strapline
- This is our product / how people are using it / why it’s better than others / call to action
- How things used to work / what we’re doing differently / the benefits you’ll get / call to action
6. Read the script aloud and record it
It’s much easier for everyone to get what you were going for if they can hear it. You’ll also be building a good guide for the voice actor when it comes to how you want your video script to be delivered.
Read slowly and clearly, and try to show which words are stressed and where the pauses go. With every new draft of the script, record it. You’ll know when it starts to sound right.