Writing Video Marketing Scripts

Using promotional videos is a pretty familiar realm to all marketers. But with the creation of such platforms like YouTube and social media like Instagram and Facebook, the way promotional videos work has changed drastically.

If earlier it was enough to air a marketing video on TV, today it is required to follow the rules of the new video marketing platforms in order to reach wider audiences.

Writing Video Marketing Scripts
Image credit: Animated Video

Nevertheless, video marketing definitely pays off. According to Optinmonster with the reference to Aberdeen Group, video marketers get 66% more leads per year and achieve a 54% increase in brand awareness.

General video marketing statistics are amazing, so it can potentially be a real win for your company.

But to succeed you need to start with the basics, which is creating a proper script for your marketing video. Having a good script is the foundation of a successful video, it’s a blueprint you will follow to make sure that every single detail is present in your marketing video.

Creating a marketing video script may seem like an easy job, but it can actually be daunting and unclear at times, and might really stress you out, as it requires a lot of edits. To help you out, let’s take a look at some basic tips for writing video marketing scripts that will make this job easier for you.

1. Know Your Audience

Before you sit down to write the script, it’s crucial to identify and analyze the target audience you’ll address in your marketing video. Many companies make a mistake by only focusing on the goals of the campaign they want to promote in a video. But it’s actually the audience and its needs and interests you need to focus on.

The perfect example of hitting the bull’s eye with identifying the target audience is Volvo’s “Moments” Campaign that promotes the new Volvo safety system. The target audience includes all those who became or may become involved in car accidents, especially small children. Volvo makes a little girl a heroine of this video, who has many precious moments in life to come, which can be ruined by one unfortunate car accident.

What should you do to successfully identify your target audience?

1) Create a customer profile.

By doing so you’ll be able to identify your potential ideal customer who’s the main target of your marketing video. In a customer profile it’s required to include:

  • Depending on your campaign, your audience may be predominantly male or female. The needs of these two audiences can be strikingly different. So if you want to target both gender groups, you need to make sure that your marketing video won’t make anyone feel excluded.
  • Choosing a specific age group may change the whole perspective of your video. Different age groups have different values, so make sure that you don’t target baby boomers if your product is intended for millennials.
  • Create a video according to the location where your product will be available for purchase. Otherwise, you’re likely to hit the audiences who can’t even reach out to you or try out the product you’re promoting.

2) Do market research.

Before writing a script, you can launch a survey and ask your target audience what they want to see in your marketing video. Taking into account their needs and interest will definitely pay off.

3) Put your research together and do the audience analysis.

This is a final step before you sit down to write a marketing video script. But it’s absolutely necessary to make sure that the goals of your campaign are in balance with the interests of your target audience.

2. Watch Out for the Length and Pace of Your Video

While you may be eager to tell the long story behind your marketing campaign, you need to watch out for the length of your video. Too long videos get boring very quickly, so you risk to lose the better half of your audience even before they watch half of it.

According to the infographic by Adweek, 66% of people prefer watching videos that are approximately 4 minutes long, and only 5% of the viewers stay till the end of the 10-minute video.

On the contrary to what you may think, you can definitely include all the important details in a 3-minute marketing video. If you have too many ideas, prioritize. Choose only those details that directly communicate the main message of your campaign.

3. Don’t Skip Proofreading

Don’t treat your marketing video script just like a draft, it doesn’t justify you leaving blatant mistakes in your script. A script is a blueprint you’ll follow on each step of video production, so it should be well-edited and proofread.

Moreover, proofreading shouldn’t always be something stressful, especially when there are so many online editing tools and good essay writing services around. Such tools can help you quickly proofread your script and instantly identify all the mistakes and inconsistencies that have been left out.

Proofreading is especially important if you don’t control the video production by yourself. If you leave some mistakes in a script, a video production team will think that they belong there and you’ll have to re-shoot. The worst case scenario is that you’ll post this video and your brand becomes popular for making a mistake in a marketing video. What can be worse?

Proofreading is a necessary step in the process of script creation. The future and the success of your marketing campaign depends on this video, so make sure that the script is spotless.

It’s Not as Stressful as It Sounds

Don’t get overwhelmed because you have to write a script for your marketing video. For sure, it’s a time-consuming process, but you’ll be thankful that you’ve don’t it properly. Hopefully, these tips will help you get through the process easier and will bring your marketing campaign to success.

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