What makes an engaging video? If we could attribute it to one thing, it would be a great script. In fact, we’d go as far as saying that a great script is more important than great visuals.
We’re pretty passionate about good scripting at One Day Video. And we think it’s simple really – a great script equals a great video.
Scripting is absolutely integral to the video production process because it dictates the structure and narrative of the video, making sure everything flows smoothly. Like a lot of things, it’s worth putting in the time upfront. After all, without a good story or message, no one is going to listen to what you have to say. Making a video that no one is going to watch is like throwing money into a black hole – no one can afford that right now!
Don’t let your video suffer the fate of many… a piece of content that gets scrolled past and never seen.
So, how do you write a great script?
Let’s say you want to create a winning explainer video for your product or service. Here’s the structure we recommend following:
Unsurprisingly, the purpose here is to grab people’s attention. For example, in our old explainer video, co-founder Jacob walks into a wall within the first three seconds. Imagine your video is being shown on Facebook. A bored social media user has been mindlessly scrolling through their feed for half an hour when they come across your promotional video. They hover and stop for a couple of seconds. This is it! This is your chance! You have just three seconds to stop them in their tracks and get them to keep watching. That’s the point of the hook and here at One Day Video, our scriptwriters find this part their favourite. Hint: we usually come up with our hook at the very end of the scripting process.
Next, you want to identify your viewer’s problem or pain-point and motivate them to find a solution. After you’ve grabbed their attention, you need to give them a reason to keep watching.
At this point, whoever is left watching your video is pretty ready to be presented with a solution to their problem. This is your big chance to present your product as the ultimate solution. Spend some time thinking about your key messages as this will need to align with any other business assets you have – sales deck, website, social channels etc. Research shows that viewers typically only watch one third of a video on Facebook, so this stage is another crucial point to keep them hooked.
In this section, you want to do two things: 1) Resolve the common concerns people might have about your product or service – address them head-on and explain why they’re unfounded or how you’ve resolved them, 2) establish authority – tell them which big brands you work with, or how long you’ve been in business. Littles things like this will make your business, product or service seem legit.
This is where you give people the opportunity to take the next step. A typical way you might do this would be to say, “Click the link in the description below to find out more.” That’s one of the easiest ways to give your viewer the chance to find out more if they want to. There are plenty of other options of course, so feel free to get creative and use language to match your brand – for example, if you have a chatty, conversational tone, you could say, “Hit the button below and send us a message, we’d love to chat to you!”
And finally, you need something interesting running to give people time to follow the call-to-action (i.e. click the link) before you lose them forever. This is another vital point of the video. It’s your opportunity to leave your viewers feeling good, impressed, intrigued, and ultimately happy that they spent a few minutes of their day watching your video.
Now, you could do all this yourself of course, or you could eliminate the hassle and get us to do it for you! It’s our goal at One Day Video to tell your story in the best way possible and it all begins here, with a great script.
Get in contact with firstname.lastname@example.org if you wanna chat!