![\"\"](\"https:\/\/www.infographicdesignteam.com\/blog\/wp-content\/uploads\/2021\/02\/0001-1.png\")
\n[Image Source<\/a>]<\/p>\n
In this post:<\/p>\n
- \n
- Five challenges of writing scripts for branded videos<\/li>\n
- Five essential steps to write an engaging branded video script.<\/li>\n<\/ul>\n
The Challenges of Writing Brand Video Scripts<\/h4>\n
Yes, writing a video script for a brand video is quite a challenge. But as with many other similar projects, research and planning are keys to success.<\/p>\n
Let\u2019s get your research started.<\/p>\n
Here are the most important challenges you might face when writing a script. Knowing them will help you plan the project:<\/p>\n
- \n
- Brand style guidelines<\/strong>. Colors, graphics, the whole visual \u201cfeel\u201d and \u201cvibe\u201d \u2014 the new video must follow the established visual brand identity<\/li>\n
- Fonts<\/strong>. Every brand uses a few specific fonts in digital marketing, which makes them a must for videos<\/li>\n
- Customer needs.<\/strong> A video can strike the chord with the right viewers only if it appeals to the right needs<\/li>\n
- Writing.<\/strong> Unengaging or too long speeches can make a good video boring, so speaking the \u201clanguage of the viewer\u201d is essential<\/li>\n
- Voice-over.<\/strong> Finding the right content to engage viewers as well as the right tone of speaking are some of the challenges.<\/li>\n<\/ul>\n
Now that you know who your \u201cenemies\u201d are, let\u2019s get to planning. The next sections will walk you through the steps of writing a brand video from the planning stage to the final polishing.<\/p>\n
How to Write a Brand Video Script: 5 Easy Steps<\/h4>\n
Step 1. Know the Goal of the Video<\/strong><\/p>\n
The goal of the video is your North Star.<\/p>\n
It\u2019ll guide you throughout the entire video creation process, from writing the script to finishing post-production.<\/p>\n
That\u2019s why we\u2019re starting the video writing process long before we even type in the first word. To get there, we need to define a goal.<\/p>\n
It\u2019s easy. Just ask yourself:<\/p>\n
\u201cWhat do I want to achieve with this video?\u201d<\/em><\/p>\n
The answers might be about generating more leads, getting more app downloads, showing a particular feature within an app, or driving traffic to a website.<\/p>\n
The goal, as you can see, defines the type of the video (promotional, instructional, etc.). Let\u2019s give your video several goals to help you have a good idea of where to start.<\/p>\n
Video goals (For a video promoting a new yoga app called ABC):<\/p>\n
- \n
- Primary goal: Show that ABC is the best yoga app for beginners.<\/li>\n
- Supporting goal #1: Get 2,000 app downloads and 500 paid subscriptions within 3 months.<\/li>\n
- Supporting goal #2: Drive traffic to the app\u2019s download page on the App store.<\/li>\n<\/ul>\n
At this point, the goals are mostly about the product. But it\u2019ll change when you finally sit down to write the outline because the video will focus on meeting the goals of the target audience.<\/p>\n
Speaking of the target audience…<\/p>\n
Step 2. Identify the Best Viewers<\/h4>\n
The next step is to find out how the goal relates to the needs of the viewers.<\/p>\n
The goal to \u201cshow that ABC is the best yoga app for beginners\u201d might be relevant to these needs:<\/p>\n
- \n
- \u201cFind an easy way to ease daily stress and anxiety levels with straightforward yoga exercises\u201d<\/li>\n
- \u201cAn opportunity to create custom workouts for personalized experience\u201d<\/li>\n
- \u201cFind a collection of the best beginner-friendly yoga videos (rather than articles) chosen by experts.\u201d<\/li>\n<\/ul>\n
These might be the essential reasons why ABC\u2019s target users might be looking for similar apps. Use the reasons you\u2019ll find in your research to help guide the content and make the most important statements.<\/p>\n
Customer characteristics to consider besides the goals:<\/p>\n
- \n
- Demographics (tech-savvy teens, adults, etc.)<\/li>\n
- The knowledge of yoga concepts and approximate skill level<\/li>\n
- Devices used<\/li>\n
- Learning styles (prefers videos\/text\/audio)<\/li>\n
- Approximate daily time for learning \u2014 helps define lesson duration.<\/li>\n<\/ul>\n
The information you\u2019ll discover for each characteristic will define the tone of voice, content, and style of the video.<\/p>\n
Speaking of the content, let\u2019s now move on to the outline for the future script.<\/p>\n
Step 3. Make an Outline<\/h4>\n
Robert Altman, a legendary Hollywood director, said,<\/p>\n
\u201cI don\u2019t think screenplay writing is the same as writing. I mean, I think it\u2019s blueprinting.\u201d<\/em><\/p>\n
Indeed, video scripts<\/a> are like \u201cguidelines\u201d for how to make the video and tell the story. They are the \u201cinstructions\u201d that tell us how to capture the tone of speaking, the scenes, the movement of the characters, and, ultimately, achieve the video\u2019s goal.<\/p>\n
An outline is a great way to list those \u201cguidelines\u201d and \u201cinstructions.\u201d<\/p>\n
Essentially, a video outline looks a lot like an outline you may have done for a research paper in college. It consists of the goal of the video, introduction, main points, transitions, and call to action \u2014 everything that\u2019ll make it to the final version.<\/p>\n
Let\u2019s now show you a simple example of a video script outline.<\/p>\n
Suppose we\u2019re trying to make a promotional video to advertise a new Android app for yoga (let\u2019s call it ABC once again).<\/p>\n
Video Script Outline Example<\/h4>\n
Goal:<\/strong> Show that ABC is the best yoga app for beginners<\/em><\/p>\n
Thesis:<\/strong> Yoga is an effective way to relax, and ABC is the perfect app to get you started<\/em>
\nSupporting point #1: ABC has beginner-friendly video yoga workouts that are easy to learn even for people with no previous experience<\/em><\/p>\nA scene showing the video yoga functionality<\/em><\/p>\n
(Sound effect)<\/em><\/p>\n
Transition to:<\/em><\/p>\n
Supporting point #2:<\/strong> The Personal Coach feature in ABC help choose the right workouts, plans, and monthly goals without the hassle of looking for videos every day.<\/em><\/p>\n
A scene showcasing the Personal Coach feature.<\/em><\/p>\n
(Sound effect)<\/em><\/p>\n
Transition to:<\/p>\n
Supporting point #3:<\/strong> ABC allows to create your own or customize existing workouts to help personalize your experience<\/em><\/p>\n
A scene showing the personalization capabilities.<\/em><\/p>\n
(Sound effect)<\/em><\/p>\n
Transition to:<\/p>\n
Conclusion:<\/strong> List the most important benefits of doing yoga to motivate viewers to download the ABC app.<\/em><\/p>\n
Call to action:<\/strong> Additional motivation message: free download, limited offer, \u201ctry for free today,\u201d etc.<\/em><\/p>\n
The bottom line: the outline is the \u201cpre-visualization\u201d of the video. It allows you to have a good idea of how the final version of the video will look like, so noticing improvement opportunities will be easier.<\/p>\n
Step 4. Use Conversational Language<\/h4>\n
A business video<\/a> can become authentic and engaging when viewers don\u2019t feel like it\u2019s scripted. That\u2019s why the entire script should be written in a language that the target viewer considers easy to understand.<\/p>\n
In most cases, it means simple, conversational language \u2014 the one we use on a daily basis to communicate with friends, family, and coworkers.<\/p>\n
Writing in conversational language means:<\/p>\n
- \n
- Leave professional terms, jargon, and buzzwords out from the script<\/strong>. Those words might sound cool at first, but they will eventually cloud up your message and make it challenging to understand the video\u2019s goal<\/li>\n
- Use simple alternatives to words<\/strong>. This means choosing \u201cbut\u201d instead of \u201chowever,\u201d or \u201clike\u201d instead of \u201cfor example\u201d<\/li>\n
- Write in short sentences<\/strong>. People don\u2019t tend to speak in long monologues, so try shortening sentences where possible<\/li>\n
- Know when some formality is appropriate<\/strong>. When writing about subjects where viewers might look to you for help\u2014like legal or financial topics\u2014consider a more professional tone for more credibility<\/li>\n
- Go for contradictions instead of full words<\/strong>. \u201cDoesn\u2019t\u201d instead of \u201cdoes not,\u201d \u201cwouldn\u2019t\u201d instead of \u201cwould not\u201d and so on.<\/li>\n<\/ul>\n
The bottom line: forget the formal rules of English for a minute and write as people speak. The conversational tone will help people feel like they\u2019re being addressed personally.<\/p>\n
How do you know if you did it right?<\/p>\n
Read the script out loud, preferably to someone.<\/p>\n
It\u2019s an easy way to notice the words you won\u2019t normally say or something that makes the text complicated. For professional writing help, run your text through Hemingway Editor<\/a>, GetGoodGrade<\/a>, or Grammarly<\/a> and get expert advice on simplifying the script.<\/p>\n
Step 5. Consider Storytelling<\/h4>\n
You\u2019ve probably heard about storytelling as a digital marketing tactic. Telling stories through videos is a good strategy to engage more potential customers and make a brand relatable, that\u2019s why many companies use it.<\/p>\n
- Use simple alternatives to words<\/strong>. This means choosing \u201cbut\u201d instead of \u201chowever,\u201d or \u201clike\u201d instead of \u201cfor example\u201d<\/li>\n
- Leave professional terms, jargon, and buzzwords out from the script<\/strong>. Those words might sound cool at first, but they will eventually cloud up your message and make it challenging to understand the video\u2019s goal<\/li>\n
- Fonts<\/strong>. Every brand uses a few specific fonts in digital marketing, which makes them a must for videos<\/li>\n
- Brand style guidelines<\/strong>. Colors, graphics, the whole visual \u201cfeel\u201d and \u201cvibe\u201d \u2014 the new video must follow the established visual brand identity<\/li>\n