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Does My Video Need a Script?

19th June 2023


OK, fine.

When it comes to producing video content, one of the most critical factors determining the success or failure of your video content is the script. A video script acts as the blueprint for video production; outlining the key messaging, visual elements, and overall direction of the piece. In this article, we’ll explore the importance of a video script, how to write one and how it can help to ensure the success of your video content.

behind the scenes of a scripted video production featuring hotel guests and staff in 1920s costumes

Why your video content is failing to generate leads

If you’ve recently commissioned video content but feel as though your investment is yet to generate any tangible impact online, you’re certainly not alone. Video content can be an incredibly powerful marketing tool, yet many companies often fail to reap the rewards due to a lack of scripting and strategy.

Ask yourself the following questions;

  • Did you have a clearly defined content marketing strategy or goal?
  • Did your video include a branded message or compliment your brand values?
  • Did you ensure that the video’s visuals matched its audio and vice versa?
  • What was the call to action, and was it trackable?
  • Were there relatable elements to your video that could engage the user?
  • Did the visual content trigger an emotional response from your target audience?

And if you answered no to any of these questions, a video script could help to supercharge your content marketing strategy. If you’re not hitting these key elements when investing in corporate video production, then chances are you’re not going to generate a healthy return on investment.

videographer filming close up footage on a sony fs7 for scripted online video content

Key benefits to scripting your video content

1. Story

Never underestimate the power of storytelling, especially when it comes to marketing your brand online.

Humans are natural storytellers. The human brain ignites when someone tells a story. We just cannot resist seeing our hero overcome a challenge, a tale of rags to riches or the discovery of a new world. In a digital-first world, full of endless streams of content, stories are the key to grabbing and holding audiences’ attention. Memories are formed when a synapse in the brain connects two cells. The more areas of the brain that connect in a given moment, the stronger the connection and the more powerful the memory. Because of the number of different senses and brain circuits engaged, video is our most effective tool for storytelling to connect remotely with people, places and things. The best videos use all of their component parts to contribute to its core story: great visuals, intelligent script, light, colour, the human voice, music, sound and motion graphic design.

The core function of a story is to take information and put it into an order that makes sense, resonates and sticks. It’s the difference between random noises and a beautiful melody.

Nobody remembers a company that makes random noises. Make music.

That’s why a video script is an absolute must-have when it comes to content marketing. Without a story, you’re relying on a million-to-one cosmic fluke that your messaging, visuals and sound will magically arrange themselves into formation without any design or and chances are you’re going to struggle to keep your audience engaged and watching all the way through.

Scripting your content, even by writing out a simple statement for what your video content must communicate to your target market, is an essential step in creating video content that not only looks and sounds great but actually works to promote your brand in an effective, succinct manner.

2. Maximising budget

Video scripts can provide numerous practical benefits. For one thing, they allow you to plan out each scene in detail, determine who will be involved on each day of shooting, scale up or down the production value to match the budget and create continuity between each scene saving time (and money) in post-production.

Your script is your first version of the finished video content and allows you to revise your idea at minimal cost. You have a golden opportunity to “watch” it at an early stage, revise it, and “watch” it again and all you’ve spent is a few minutes of electricity or grams of pencil lead.

Your script allows you to walk through your idea and can help predict where complications may arise and can help you to avoid costly mistakes. Video scripts act as a reference guide when editing the piece – ensuring that there are no discrepancies between the video’s visuals and messaging.

A well-crafted video script not only communicates your message effectively but also provides structure and clear next steps for viewers, also known as a call to action. Video scripts are particularly important for corporate video production; when you’re dealing with a complex subject matter or sensitive topics such as legal information or financial data being communicated through video, having a detailed script is essential for getting across key points in an effective, compliant manner.

3. Collaboration

Want to get an idea as to whether your idea might work before shooting your video? You’re going to struggle to get anyone else’s thoughts on it unless you write out at least a rough outline of what is going to happen in your content.

Video production is a highly collaborative thing and involves lots of different people with specific skillsets. The more people you have working on your production, including your own internal team members, the more vital a script becomes. Without even a rough idea as to what is going to be happening in your video, it is going to be almost impossible to unite others around your vision and allow them to work to the best of their abilities on realising your video content.

4. Practice, practice, practice…

Put simply: committing your idea to paper not only allows you a chance to workshop out your key messaging whilst writing it out, but if you’re featuring any interviews with you and your team, it also allows you to rehearse your answers to become comfortable with key messaging and technical terminology.

What kinds of video script are there?

So, what is a video script, and how can you use it to optimize your overall content marketing strategy?

A video script is a written document that outlines the key elements of a video, including dialogue, visual elements, and overall direction. It is a major part of planning a content marketing video and ensures everyone on set understands the marketing messages and the look and feel you’re trying to achieve. They provide not only structure in terms of flow but also clarity and make editing the video post-production a much more efficient process.

By using a video script, you can visually communicate marketing messages and calls to action, driving increased ROI on your investment.

Full Script

This type of script includes scripted dialogue, defined scenes, specific marketing taglines, brand story, technical knowledge/instruction, and directed action. Essential on larger productions with multiple stakeholders, it is often used for commercial advertisements, storyboarded action, branded content, animated or motion graphics content, and any content featuring actors, such as main company showreels and “about us” videos.

See an example of a recent video production that we wrote a Full Script for by clicking the links below:

Story Script

This type of video script is highly flexible and includes a description of key elements and scenes (or waypoints) in your video’s story but not necessarily specific lines of dialogue. This type of script is best suited for any documentary-style content, BTS content, event video coverage, improvised performances, case study videos or client/customer testimonials.

There are many ways to create a Story Script: identifying your key characters, conflicts and resolutions, archetypal stories, story arcs, three act structures.

Typically, it is a good idea to start by start by clearly defining your Story Blocks:

  • Hero: your target audience.
  • Goal: your target audience’s needs and wants.
  • Obstacles: complications in the market.
  • Solution: your brand’s unique solution to these obstacles.
  • Differentiators: the key things that make you different to other solutions available.
  • Stakes: what negative effects might befall your target audience if they don’t use your solution.
  • Transformation: your audience goes from _________ to _________ thanks to _________.

Once you have these key story blocks defined, you’re ready to start your story.

At Bobbin Productions, we work with brands all the time applying their own unique messaging to tried and tested classic story formulas and arcs. Here are some of the most common arcs used in online video content:

  • Basic: Problem. Solution. Differentiator.
  • Problem/Plan: Meet our hero. More than anything, they want something. But they have a problem. One day they meet a guide who gives them a plan. They call our hero to action which ends in success. By the end of the story our hero is transformed.
  •  Transformation: Once upon a time there was a hero. Every day they experience the same problem. One day they came across a guide who showed them a solution. Because of this they are transformed and, because of that, they find their life transformed.
  • New World: Meet our hero. They see things the way we all see them. But then they get to a strange place. They observe things that interest them and is transformed by what they see. They return to the normal world as a new person.
  • Change of Role: Our hero becomes so unhappy, impatient, or angry in their present role that they begin the process of change. Our hero either settles into a new role (happily or not) or gives up the struggle and remains in the old role (happily or not). The story begins not at the point when the world becomes disordered, but rather at the point when our hero becomes involved in the struggle.
  • Rags to Riches:
  • Man in a hole:

Start writing your Story Script today – click the link below to download our FREE template packed with tonnes of classic story formulas, story structures, story blocks and three act structures to kickstart your Story Script:

Interview Script

This type of script includes key messaging and provocative questions phrased specifically to elicit zinger one-liners and target soundbites. This script is often used for interview-based content, client testimonial recordings, and video case studies.

Voiceover Script

This type of script includes scripted dialogue, often timed, that is used in conjunction with visual elements to tell a story. This type of script is often used for interview-based content, client testimonial recordings, and video case studies. There will be several captivating scenes but with a voice-over dialogue providing content to the video clips.

Level up with a video production strategy

Video production can be an effective way to increase the visibility and reach of your brand. Video scripts provide content creators with a roadmap for success, allowing them to focus on creating engaging visuals that will help captivate their audience. Video scripts also ensure that messaging remains consistent throughout each piece, providing you with peace of mind when it comes to corporate video production.

When producing video content, you need to remember that the script is an essential part of the process – without one, it can lead to confusion or miscommunication between those involved in production or editing. Video scripts are not only used as a tool for pre-production planning but also act as reference guides during post-production, ensuring all elements remain cohesive and consistent with the original vision.

By having a video script, you can ensure that your video content is as effective as possible and will help you achieve your desired results. Video scripts are essential for any corporate video production strategy, so make sure to use them in your next project!

Now that you know the importance of creating a video script, why not start using one today? Click the link below to download our FREE template packed with tonnes of classic story formulas, story structures, story blocks and three act structures to kickstart your Story Script:

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