When it comes to your video project, although you might want to go with the flow to keep it natural and authentic, the reality is different. If you want your content to be impactful and memorable, you need a script. But not just any script. It’s important for people to remember how you make them feel, emotions can be more impactful than the words you actually use.

The script should convey both emotions and the brand messages in a clear and concise way. It is also your opportunity to give the viewers a clear call to action. Before you start filming, scripting will help you test out ideas and concepts to see what works and what doesn’t. The more you work on your script, the better it will be and in turn the better your video will be.

More often than not, a video will say more with less words, so this is a great time to get creative!


Step 1: Video Brief

You need to answer the following questions to have a clear idea of what you are trying to achieve with this video:

  • Why is the purpose of the video?
  • Who is your audience?
  • What value is your video bringing to your audience?
  • What action would you like your viewers to take?
  • What channels and social media are you going to use (hint: see where your audience hangs out in the digital world)?

Portrait of young woman writing on white board during a presentation in conference room. Female noting few points on white board during a meeting at startup office.

Step 2: Storytelling

The video needs to tell a story. We have said it before and we’ll say it again, for any video you want to create, you need to have a core message. When you have identified it thanks to step 1 (the brief), you will need to find a way to turn it into a story. This will depend on the video objectives. It needs to be simple, clear and engaging. It’s not only about what you say but the way you say it so it resonates with the viewers. Think about a hook in the first few seconds that will keep the viewer engaged and will prevent them from scrolling down further on their feed. The hook can be emotional or a piece of information, something your audience is interested in.

Step 3: Keep it simple

You need to make sure the words you use can easily be understood by your audience. Remember it should appeal to your audience so stay away from sales pitch or jargon only you can understand. It should be in line with the voice of your brand but not if it impacts the understanding of the viewer.


Step 4: Keep it short

Chances are you will have a lot to say and will try to put as much information as possible into one video. However in that case, trust us, less is more. As mentioned in our Content Consumption blog post, videos under two minutes get the most engagement: 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. So get writing but be ready to make some sacrifices.

communication concept child listening with tin can and string phone


Step 5: Read it out loud

You wrote your script, now it’s time to ask yourself a few more questions:

How long does it take to read the script?

Does it feel natural or can you spot some awkward sentences and tongue twisters?

Any superfluous information you can cut out?


Reading it will help you determine what works and what needs to be changed.



Step 6: Get Feedback

No matter how much time you have spent on it and how many rewrites you have done, you will need to get other people involved. They will have a fresh eye and might be able to uncover new ideas and give you constructive feedback on the piece. 


This might take you back a few steps but trust us this process will make the difference! When your script is ready, you are ready to film! Hope you enjoyed the process!