From Page To Screen: Captivate Your Audience With Stand-Out Scriptwriting

There’s no doubt about it, delving into the world of scriptwriting can be daunting. But it can open up a whole host of opportunities.

According to HubSpot, 92% of marketers say that video is central to their strategy. It’s a chance to tell a story that captivates your audience and leads to a desired action. And your script will play a huge part in achieving that.

So, like it or not, it’s time to brush up on your scriptwriting. Fortunately, we know a thing or two about creating engaging content. Here’s our take on how to produce a stand-out script.

Consider purpose and position

First, think about the purpose of your script. What is it for? Where is it going? And what do you want to achieve with this video?

Research shows that your Facebook videos should be around one-minute long. While YouTube videos should either be under three minutes or over 10.

Ask yourself which part of the sales funnel you’re targeting. Is this a video to introduce your brand, raise awareness, or encourage someone further down the funnel to take action?

Understand your story

However long or short your script, you’re ultimately telling a story. So whether you’re writing for a concise 30-second video, or padding out a more detailed four-minute feature, you need to know what you’re talking about.

Think about whether you want the audience to engage with your brand, or purchase your product or services. You might even be creating a video to pitch to investors.

You’ll also want to look at proof of your points. Are you going to talk about the value you add to an organisation? Consider adding a customer into the mix to add substance or stats that demonstrate you’ve delivered to clients across the board.

Find your hook & build your structure

Inspiring people to click on your video is half the battle. To hook your audience, include a short teaser or attention-grabbing line. Eye-catching visuals work well here too.

The other half of the battle is keeping viewers engaged – this is where your script’s structure comes in. We advising breaking it down into three sections:

1. Intro – Give the audience a brief summary of what the video is about. Don’t make this section too long though, or you could lose people’s attention.
2. Content – Get down to the nitty gritty of your video. Include all your necessary points but be careful not to go overboard. Be smart with your time.
3. Call to action – Encourage your audience to make a move in the right direction. Youtubers ask viewers to like or subscribe. What do you want the outcome of your video to be?

Scriptwriting is only one piece of the puzzle, though. Think about how you’re going to align your script with the storyboarding stage. This is where you need to understand and collaborate with others involved in the project. Editors and videographers can ensure your script matches up with the visual aspects, helping you tell the story to your audience.

For example, we made this TikTok to promote our blog on ChatGPT. Our team created a short script with key points, supporting the visual image in the background, and rounding things off with a clear call to action.

Get to the point

Ever tried to find the answer to something in a video and had to skim through reams of seemingly irrelevant content? Exactly.

With videos, you have approximately 15 seconds to grab your audience. So cut the fluff and get to the point.

A 60-second video usually needs around 180 words. That said, you have the luxury of visuals, so consider if it’s worth telling the viewer when you can show them instead.

For example, drop any stats into the video as graphics that can appear while you’re making a point.

And once you’ve written your script, do a few test runs to check you’ve got the timings down.

Ready to put pen to paper?

Scriptwriting can be far from straightforward, and with all the nuts and bolts that come with it, sometimes you need a helping hand from a wordsmith or two.

MYC has worked with a number of clients to create scripts that match tight guidelines, conveying the right message, at the right time.

From corporate videos, to brand stories and pitches, we’ve enabled various brands to tell their story through stand-out scriptwriting.

Fancy finding out more about our services? Let’s talk.

Words by Kelly


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