Statistics say that 85% of businesses use video content as a marketing tool. And what about you? Do you create videos to raise brand awareness and increase sales?
If you are about to start your video marketing journey, you should learn the basics. First of all, you should learn how to write compelling video scripts.
Here are a few proven tips that will help you to boost your marketing efforts and take your business to the next level.
Characterize your target audience
When it comes to marketing, it’s always important to understand who your target audience is and what preferences it has. Before you start writing a video script, you should do the following:
- Define the demographics of your target audience: age, gender, location, occupation, life stage, family size, etc.
- Define psychographics: personality characteristics, lifestyle, social class, attitudes, principles, beliefs, activities, interests, etc.
- Learn more about your target audience’s online behavior. Find out what websites and social media platforms your customers use the most. What kind of video content they prefer to consume.
Let’s consider an example of how you can use the results of your target audience research to create a buyer/watcher persona and write a winning video marketing script. Imagine you sell all-natural shampoo bars.
- Aged 22-35
- Lives in a big city (New York, Chicago)
- Has oily hair
- Income $75K+
- Concerned with environmental issues.
- Considers going “zero waste”.
- Wants to use organic shampoo bars, but can’t find a product suitable for oily hair.
- Tends to favor quality over economy.
- Loves traveling.
- Spends an hour a day on Instagram, and 30 minutes on YouTube.
- Prefers short video (one-minute videos on Instagram and 5-10 minutes long YouTube videos).
- Spends 2 hours a week browsing fashion- and beauty-related websites and online shops.
Once you have a clear understanding of who will watch your video, you will be able to write a relatable script and present your product in the most appealing way.
Follow the standard template
A standard template of video marketing script consists of four key points:
- Description of the problem faced by a customer.
- Solution or product that you can offer to your customer.
- Benefits of the product.
If you are a newbie in the video marketing script, you should use this template. It’s a simple one, but it always works.
Here is an example of how we can apply this template to our buyer/watcher persona.
- Statement of the problem that hooks a customer: Can’t find an organic shampoo bar that perfectly matches the needs of your oily hair? Is this a reason why you keep buying not-eco-friendly products?
- Solution: Organic shampoo bar of XYZ brand is the only product you need to enjoy green living and keep your hair look great.
- Benefits: The shampoo bar is made of all-natural ingredients, including peppermint essential oil, argan oil, sea salt, and menthol crystals. It comes in fully compostable packaging. It’s just a perfect travel product.
- Call-to-action: Visit xyzxyz.com today and get 10% off on your first order.
Choose the right tone of voice
You should decide not only on what to write in your script but also how to write it. You should think about your target audience and the message you want to deliver and define whether you should use professional wording, jargon, internet acronyms.
Well, if you work in the B2B sector and tend to write to your customers in the formal language – you should use formal language in your video marketing script. But if you work in B2C and target young adults, you can use informal language, acronyms, and jargon.
Do you struggle to find the right words to create content that will resonate with your target audience? Consider using writing companies – they will help you keep your brand consistent and boost your marketing efforts.
Become a storyteller
Storytelling is a powerful marketing instrument, and you can use it when writing a video script. Think of your customer as the main hero of your video.
Start your script by sharing the story of your customer (let’s name her Jane) who faced a problem X. Describe Jane’s fears, struggles, and negative feelings.
Then write about how Jane has discovered a solution Y (your product). Show what positive emotions she has experienced and how her life has changed for to better.
Why it’s a good idea to incorporate storytelling in video marketing scripts? A well-written story resonates with customers on a deeper emotional level. When you’re uniting an idea with an emotion, you can persuade people that your product is worth their attention.
In fact, a well-crafted narrative is all you need to make people remember your brand name.
Create an interactive experience for your customers
We live in an age of information overload, and we should understand that ordinary video content will not help us to grab the audience’s attention. The only way to engage customers in 2020 is to create gamified, interactive, and immersive video experiences.
Luckily, platforms like Cinema8 make it easy to accomplish. Using Cinema8, you can add questions, feedback, buttons, and clickable areas to your videos and allow users to shop in-video, see prices, and compare items.
Once you outline the key points of your script, think about what interactive elements you will use in your video and at what moments. You should plan the concept of your video in advance, so you will not have to rewrite the script afterward.
Leverage online writing tools and services
Video scriptwriting is a challenging task. So don’t hesitate to use apps, tools, and services that can ease your work. For instance, use the Hemingway app to improve the flow of the text and make it easier to read. Or, check captions with Grammarly to ensure that they are 100% typos-free.
Keep your video script short
Have you heard the saying, “brevity is the soul of wit”? Keep this saying in mind when working on your video marketing script. Try to express your ideas as briefly and concisely as possible. Keep your script short, and you will engage more viewers.
You have from 20 to 60 seconds to present your product to your audience. So please don’t waste precious time repeating the same statements twice or telling obvious things. Focus on the key message you want to deliver and try to avoid wordiness.
Come up with a relevant title
You will significantly increase the effectiveness of your video marketing campaign if you optimize your video for SEO. Firstly, you need to come up with a relevant title that includes keywords. Secondly, you should add suitable hashtags – that may include your branded hashtags or hashtags related to your niche.
Whether you publish your video on your website, YouTube, or other platforms, SEO-friendly title and hashtags will work in your favor. They will help you make your video content more visible online so that you can reach out to a wider audience.
Follow the best practices
As we have already mentioned, most modern companies use video marketing to promote their brands. So why don’t you follow the best practices?
Find the best example of video marketing in your niche and analyze them in detail. How long are these popular videos? What kind of stories do they present? What emotions do they evoke?
Naturally, you can’t steal video content ideas from your competitors. But you can get inspired by them. Thanks to analysis, you can understand what approach to scriptwriting you should use to generate maximum engagement and achieve the best results.
Create diverse video content
Your customers expect you to create diverse video content that covers various topics related to your product and the industry you work in. So after you make a product video, consider writing new scripts for new video content:
- Educational videos
- Questions and answers videos
- Behind the scenes
- Unboxing videos
- Case studies
- Myths debunking
Try to find out what type of content your target audience is looking for and what questions it asks. If you receive many questions about how you manufacture and pack your products – share behind-the-scenes videos. If your customers don’t know how to use your product – create educational content.
Wrapping it up
Video scriptwriting is a time-consuming task. So don’t expect that you will write a good script in an hour.
Invest your time in target audience research, brainstorm ideas with your team, and don’t hesitate to use writing help services. If you do everything right, your videos will go viral online, and you will achieve marketing success.