If you’re reading this, you’re probably a good writer. And with these 3 tips for writing a great video script, you’ll be able to translate those ace writing chops into scripting skills that will help your audience, your production partners, and your bottom line.
1. Good video scripts meet the audience where they are.
Meeting your audience where they are means tailoring your content to the way it’s going to be consumed. For example, I play a free word game with my friends on my cell phone and between turns I have to watch at least 10 seconds of a video ad – a great opportunity to make an impression that is frequently squandered.
If you’re making a video ad to go in my game, you should consider that I may have the sound off (especially since I’m usually playing in the middle of a meeting) and that I’m really eager to get back to playing. Feature text on screen and make your case fast. If I know what’s coming, I may decide to stay tuned. If I don’t, I’m definitely hitting ‘skip’ after the first 10 seconds.
So when writing a script, be sure to consider where your video will be seen, and not just by whom.
2. Good video scripts are blueprints for your production partners.
Unless you’re a digital production polymath or human/octopus hybrid, you’ve likely got several people working to produce your video. A good video script will indicate clearly what is going to be required of each of those partners. When writing your script, spell out what where your on-camera talent will be standing, what they’ll be wearing, what photographs will be needed to help tell your story, what the text of on-screen graphics will be, what sort of music you’ll need – everything that will be seen and heard in your finished product.
If you don’t put those details into your script, who will?
3. Good video scripts save money.
Applying the two tips above to your script will save you money by making sure your message is maximally effective and reducing the opportunity for mistakes. But a good script also saves money by addressing constraints of time and budget from the get-go. Set your story in locations to which you can gain free access, minimize the number of locations and characters to get the most bang for your buck.
Use budget-consciousness to encourage creativity.