Blog Post

A Short Video Script For Your Business

  • By Ognen
  • •
  • 04 Jan, 2018

It’s time to review some important considerations before writing down a video script. These tips will certainly help you make a brief, compelling and attractive script that leads to a stunning marketing video.


5 Killer Tips On How To Produce A Short Video Script

1. Know your target audience

It’s vital that you truly understand who your target audience is before writing down the script. This means understanding things such as likes, dislikes, habits, characteristics, needs and more. This is the only way you will be able to generate a strong connection with your viewers from the story they’re watching (your video!). So make sure you have the right answers to questions like:

  • What do they look like? How do they dress?
  • How old are they?
  • Where do they live?
  • Where do they work?
  • What places do they like to visit?
  • Any other information that could give you a clue about who they are or what they need.
Having this information on hand will let you customize the script according to their expectations. It’s important that you invest time and energy in outlining the profile of your buyer persona. This is an essential step, as it will be your guiding light throughout the entire process. Why it is SO important? Well, first of all, because it will help you craft the characters in the next stage of the video production process (the storyboard). Also, because it will add a peculiar personality and style to the characters. And, what’s even more relevant, by achieving this strong connection, you will grow trust and confidence towards your brand. This will result in higher conversions and ROI.


2. Stick to the classic script structure

When you write the script, it’s important that you follow the classical structure used in the narrative: this is, start with a beginning, continue with the heart and lastly, an end. This is not a whim, it has its logic: if you do so, you will make your video more engaging, coherent and understandable. Also, if you follow this simple structure, you will find it easier to compose it.

In video production, we call these 3 stages: the what, the how and the why. Let’s explore each one…

Stage 1. The What.

Start your script by explaining to your audience which specific problem you solve. By doing so, you will quickly grab their attention and will encourage them to wait for more. Focus on “the problem”, it’s not time to talk about the brand or product yet.

Stage 2. The How.

Now that the problem is presented, it’s time to tell your viewers how your product can help them. This stage typically starts when the brand logo appears on the screen or when the brand is mentioned.

Stage 3. The Why.

Your audience already knows what you do and how you can help them. Now, it´s time to stand out from the crowd and explain to them why you’re the best alternative in the market, what makes you different from your competitors. So, at this stage, focus on describing the benefits of your product. It´s your huge opportunity to persuade them about how great your product is.

3. Make it brief

Video length and engagement work together. The length your marketing video will affect the engagement you get from the viewers. So, your big challenge is to make a video that lasts long enough so as to give you enough time to deliver your key messages, while also keeping your viewers hooked….till the end.

Based on our experience, the ideal length for an animated marketing video is 90 seconds. Talking about scriptwriting, we can say that 160 written words represents one minute of video. So, if you want to produce a 90-second video, then you will need 240 written words in your script.  

4. Keep it simple and straightforward

Attention span has decreased to 8 seconds and that represents a huge challenge for every marketer. Make sure you keep the script simple, straightforward and also compelling. It’s not necessary to explain everything in just 90 seconds – in fact, that would be a mistake! Just try to select the most important information based on your target audience’s needs and the goal of your video. Remember that, afterwards, you will have time to complement that information with other resources (such as content marketing initiatives, sales calls, email marketing campaigns, and more)


5. Add a compelling Call To Action

When your viewers get to the end of your video they need to have a clear idea on what to do and what the next step is. To guide them in this sense, it’s vital to include a compelling call to action that helps them understand the direction they should take (whether it is subscribing to a form, downloading an infographic, sharing the content on social media platforms, or any other). Make sure you include just one single CTA per video – if you don’t, you will end up confusing your audience! In case you need to add more calls to action, consider making different versions of the original video.

Conclusion

Now you know how important it is to make a high quality script for any video. What’s more important, you’ve got all the key information for making a short video script for your business. Not just any script! One that is highly engaging, attractive, memorable and that gets amazing marketing results. Ready to start?

6 Lessons Learned After 85 Explainer Videos

By Ognen • 05 Jan, 2018

I’ve been creating explainer videos for a little over 3 years now. In those past couple of years, I’ve had my hand in over 85 videos for companies of all different shapes and sizes. And while that might not be all that long, or that many videos compared to some folks, I’d like to think I’ve learned a few valuable lessons along the way.

So for those of you looking to create an explainer video for your business, here are 6 lessons I’ve learned. I hope these insights help you avoid the mistakes I’ve made in the past, and create an engaging video with lasting value.


1. Keep it Short

An elevator pitch is meant to be a short, speedy way to tell someone about your business…preferably in the amount of time it takes to ride an elevator. If you already have an elevator pitch, crafting a concise explainer video should be easy. Try to keep your video to 90-seconds or less. In most cases you should be able to keep it to 60-seconds, or even 30 if your business is relatively simple.

The shorter your video runs, the more likely you’re going to engage viewers from start to finish. If you spend too long describing the problem your customers have, wait too long to introduce your product or service, or waste too much time describing features, you’re going to lose people’s attention and defeat the purpose of having a video.

If you’re in charge of writing a script, keep in mind that 150 words equals around a minute of spoken word. While you may be able to read faster than that, you want to make sure the video has adequate breathing room to ensure viewers can keep up with the content you’re presenting.

Creating Corporate Videos After Your Explainer’s Done

By Ognen • 04 Jan, 2018
Creating Corporate Videos After Your Explainer’s Done

Professional Voice Over

By Ognen • 02 Jan, 2018
Many overlook the importance of a professional voice over for your explainer video but we understand just how crucial it is to the overall outcome of your marketing campaign.

Explainer Video

By Ognen • 29 Oct, 2017
How to make an explainer video

When Do You Use A Whiteboard Animation

By Ognen • 29 Oct, 2017
I’m sure you’ve already watched a whiteboard presentation video and you definitely fell in love with it. This specific explainer video style has become very popular (and even more so) and it’s certainly one of the best tools to connect with your target audience by using an emotional approach. At the same time, you can deliver your business idea in a fast, simple and engaging way. What could be better? If you want to start using these fantastic videos too, the first question could be: “ WHEN should I use a whiteboard video? ”.

Why Should I Use Motion Graphics?

By Ognen • 29 Oct, 2017

1. Impressive visual power

You’ve probably noticed that marketers are making use of visuals more and more, to communicate their messages and ideas to their target audiences. And this is not by chance: it’s just that we are all visual learners. This means that we learn, understand, assimilate and remember information more easily through drawings, diagrams, charts, designs and any other visual resource. So, with this in mind, just picture in your mind how powerful video content can be and even more so if we mixed in designs and graphics in motion! Motion graphics fits perfectly with this “visual learning” logic and helps you reach your audience through compelling and persuasive content.

2. Stunning designs in motion

Keep in mind that motion graphics is not only about designs. Animation plays a key role too! Basically, motion graphics gets the most out of animation techniques to make the elements really come alive. One of the best things about this style is that it gives you the chance to convey any complex business idea by using graphic elements in movement. Result? You will make your target audience understand (and also remember) what your product is about, in just a couple of seconds. Amazing!

3. Mix with other styles

Motion graphics can also be merged with other explainer video styles to maximize its effectiveness. Let me be clear on this: imagine that besides resorting to the motion graphics technique, you also need to add an extra “human/personal” touch to your video. In this case, you will then need to add some cute characters that give your video that emotional approach you’re looking for. And that’s when you can mix motion graphics and character animation together! But, of course, you can mix it with other techniques too. We’ll talk about this in the next paragraphs.


Why Should I Use Motion Graphics?

Now you have a lot of information in mind. But maybe you still don’t know if motion graphics is the right choice for your next marketing video. Check out this list that summarizes the different situations or contexts in which you can resort to a motion graphics video.

Use a motion graphics video when…

Your company has a more serious or professional profile.

When your company sells a product or service that has a more professional profile and you want to enhance that identity through video marketing, then choose a motion graphics video.

You want to provide your video with an elegant style.

Remember that motion graphics is one of the most formal and sophisticated explainer video styles out there. It can help you bring that extra seriousness you’re looking for (and that other marketing videos may lack).

You want to pass out complex ideas without losing the visual appeal.

Motion graphics is a great choice if you need to pass out stats, numbers, facts and hard data that could be harder to assimilate if you didn’t use graphics in motion.

You want to synthesize concepts through an educational approach.

It’s said that an image is worth a thousand words. Then imagine the power of images in motion! Motion graphics have a huge synthesis power and make use of attractive visuals to get to an educational approach, without losing its “charm”.

You have a B2B company, or a B2C company that deals with “hard data”.

If you have a software, IT or financial company, for instance, motion graphics is a great choice for you: it lets you communicate hard data in a very direct and understandable way, without losing engagement.


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