Planning & scripting your business video
It’s no secret that creating video has become a critical element of a successful marketing strategy.
Marketers love video because customers love video. In fact, 95% of video marketers say that video has helped increase user understanding of their product or service, which makes users 1.8x more likely to buy than people who don’t consume video content during the buyer’s journey.
Video helps people at every stage of the customer journey; it helps new audiences discover your business via search engines and on social media; it helps prospects understand your product or service; it helps leads make informed purchasing decisions they can be confident with.
YouTube, the largest video hosting platform, is also the second largest search engine, behind Google, with over 5 billion videos consumed every day. With such a high demand for video, it’s no longer something businesses can ignore.
Video has become the most consumable content type in the world. In this blog post we'll cover how to plan your business video and how to write a killer script.
Planning your video.
Before you start filming anything, you need to have a clear purpose for the video. Who is it for and why do these people need it?
Every decision you make throughout the process should point back to its purpose and what you want the audience to do after watching it. You must be clear with the information and clear with the action you want viewers to take.
Without a clear and agreed upon focus, videos can become difficult to shoot and harder to edit. Plus you’ll waste valuable time and resources which can ramp up costs.
You should try to answer the following questions prior to picking up any equipment or reaching out to a video agency:
Who is your target audience for the video? Which buyer persona are you creating this video for and what challenge are you solving for them?
What do you want the audience to do after watching the video? This will be the primary goal of your video.
Where will your video go? Is it for social media, your website or will you put it behind a form? Start with one place you know your audience will find it before repurposing it for other channels.
When is it due? It is always important to build a timeline. Without one the project can become difficult to manage.
What is the budget? Video can be expensive, but it doesn’t have to be. Many factors are involved in the cost so it’s important to be very clear when creating your plan.
What are the creative requirements? How will you realise your idea? There will be a few roadblocks you will need to address. For example, do you need a designer to create lower third graphics? Will it be animated or live-action?
What will constitute success for the video? Choose a few KPIs so you can measure the performance of the video once it’s created.
Writing your script.
Not all videos are going to need a script. Off-the-cuff videos can often be effective and more human. However, if you are making your video for business purposes you will probably need a script.
If you don’t write a script you will, again, waste time and resources. Your script keeps you focused and ensures you don’t end up rambling on unnecessarily.
The easiest way to start writing a script is to start with an outline. An introduction, your key points, and the call to action. We use Google Docs to foster collaboration between our clients and our team.
We’ll simply create a table with three columns. The first column headings is for the key points we want to make, the second is for audio - the script - and the third is for noting down the visual ideas.
As with any piece of content you create for the digital landscape, you need to give context quickly. If you don’t, users won’t stick around. For business videos especially, the purpose needs to be clear from the outset or your audience will quickly become disinterested.
In this example, we’ve given context and explained what the video is about within the first 31 words - or within 7 seconds. We can even flip the top text with the bottom text to demonstrate the value of the video immediately.
Although the content might be similar, the key difference between blog posts and videos is the language you use.
When writing blog posts, you might find that you use complex sentence structures and write eloquently.
With video content, you want to appear as human as possible. Language should be clear, concise and appear natural to the viewer.
You should be clear, but relaxed and conversational. The best content creators on the internet have great relationships with their audience. They make the viewer feel like they are friends. This eases the user and relaxes them into video, making them eager to continue watching. By using complex words and including too much detail, you might lose your audience prematurely. So try to avoid using too many buzzwords or jargon.
Write in first person and use visuals to connect with your audience.
Most video scripts are shorter than you might think. A 500 word script is going to take you 2 minutes 46 seconds, if you average 3 words per second. Remember, 60% of viewers are probably gone by this point, so think carefully about which information you include in your video and where. You can use online script timers to check your script length as you make changes.
Words often sound quite different when read aloud for the first time. We suggest organising a table read of your script before you start to film. This will help you perfect the language and get the right points of inflection.