How To Write A Script For Video Marketing

We all know that video is a great way to engage your audience and grow your brand. Whether you’re using YouTube or Facebook, the benefits of using video for marketing are undeniable. 

However, making videos can be intimidating for some people who aren’t as comfortable with technology. If you’re one of these folks, don’t worry we’ve got your back! In this article, we’ll walk through how to write a script for video marketing, from start to finish. 

We’ll cover everything from identifying your audience and outlining your script to creating a great first impression and staying consistent with branding guidelines (plus lots more). So let’s jump right in!

How to Write a Script for a Promotional Video
Start with a clear message and identify your target audience.
Craft a captivating hook to engage viewers from the start.
Use storytelling techniques to make your script more engaging.
Include a clear call-to-action to guide viewers’ next steps.
Tailor the script’s length based on the platform and purpose.
Understand your target audience to create resonant content.
Keep the script concise while delivering a powerful message.
Utilize visuals to enhance the impact and convey information.
Consider the pacing and tone to maintain viewers’ interest.
End with a strong closing that leaves a lasting impression.

Identify Your Audience

You must identify your audience before writing a script for video marketing.

This may sound obvious, but it’s important to remember that no two people are going to want (or need) the same thing from your video. One person might want to know how their product works, while another wants tips on how best to use it.

Knowing who will be watching your video and what they want from it will help you create content that resonates with them.

Building a successful video marketing strategy starts with a well-crafted script. Learn how to write compelling video scripts that will boost conversions in our guide on How to Write Video Scripts That Will Boost Conversions. Master the art of engaging storytelling and drive better results for your video campaigns.

Outline Your Script

Once you have your idea, it’s time to put pen to paper (or fingers to keyboard). Outline your script so that the main points of your video are clear and concise. 

This can be done by writing down a few keywords and phrases that you will use in the video, and listing them in order of importance. You can also write out the structure of each point in bullet points if it makes things easier for you.

You Don’t Have To Use Every Word

When you’re writing a script, don’t be afraid to leave out words.

This might seem counterintuitive, but it’s a good rule of thumb. The more you write, the less time you’ll have. So if you can say what needs to be said with fewer words, do it.

The same goes for video production in general: You don’t have to use every tool at your disposal or show off every skill that you’ve mastered. 

Doing so will only slow down the process and make things more expensive for everyone involved—which means that the client has less money left over after paying for all those extras (and probably won’t be able to afford them).

Tone Of Voice Is Everything

The tone of voice is the personality of your video. It’s what makes it unique, memorable, relatable, and entertaining. If you’re looking for a tone of voice that will resonate with your audience and reinforce your brand then here’s how to do it:

  • Write down all the words you’d use to describe yourself in one sentence. For example, I’m honest, funny, and creative
  • Write down all the words your audience would describe themselves as using if they could only choose one word each (ie “honest” or “creative”) 3. Add in any adjectives from step 1 that don’t appear in step 2. 
  • This will give you an idea of what kind of language resonates with those who share commonalities with you 4.. Choose which one suits you best based on the specific goals set out at stage 1

Social media marketing requires unique and fun video scripts to capture audience attention. Discover how to write video scripts for social media marketing in an enjoyable and straightforward way in our comprehensive guide on How to Write Video Scripts for Social Media Marketing. Elevate your social media content game and connect with your audience on various platforms.

How Long Should The Video Be?

The answer to this question is simple: it depends on the content.

Though you may have heard that a one-minute video is ideal, the length of your video should be determined by what you are trying to achieve. 

A short video is better than a long one if all you want to do is drive traffic back to your website or landing page where they can download something like an ebook or whitepaper. 

On the other hand, longer videos tend to engage viewers more and keep them watching until the end which means they are more likely to share them with their friends and family. 

Furthermore, longer videos tend to be watched in full because they don’t take as much time out of someone’s day!

What Are You Trying To Achieve With The Video?

Before you even think about writing the script, you must know what you’re trying to achieve with your video.

  • Is this going to be a short social media post or a longer company video?
  • What do you want people to walk away with after watching your video?
  • Will they recognize how much better their lives are after consuming this content? Or will they just know how much better their lives could be if they had bought something from you?

Make A Great First Impression

Make sure you have a good quality camera. This means that your video should be shot in HD at the highest resolution which your camera can handle and the lighting is optimal for shooting great content.

Make sure you’ve got a good microphone. You may already have one built into your computer, but if not, it’s worth investing in one that can do justice to the quality of your videos by capturing sound well with no distortion or background noise (e.g., kids screaming).

You’ll also want good editing software so that you can easily edit out mistakes and splice together clips from various takes until they’re perfect. Software options include Adobe Premiere Pro CC and Final Cut Pro X, among others; however, some programs come at additional cost.

So make sure it’s worth spending more on something like this rather than just using something basic like iMovie or Windows Movie Maker instead! I recommend going with either Adobe Premiere Pro CC or Final Cut Pro X.

Because both are widely regarded as having excellent capabilities within their respective fields (iMovie/Windows Movies Makers), so really any choice here will do just fine as long as there isn’t much difference between them all when it comes down to price versus quality points.”

Crafting an eloquent video script is essential for delivering a powerful message. Learn the art of creating a compelling narrative in our guide on How to Write an Eloquent Video Script. Enhance the impact of your videos and leave a lasting impression on your viewers.

Make It Interesting Quickly

If you start your script with a bang and make sure that you have a clear idea of what you want to say, then it’s more likely that people will stick around until the end. It’s best to use a hook to get people’s attention as soon as possible. 

Humour can be used in video marketing but remember that humor is subjective. If your brand has an irreverent tone, then humor works well for you; otherwise, it might not be appropriate at all.

You can also use different tones of voice in video marketing scripts – this helps differentiate between characters or groups within the same video

Stay Consistent With Your Brand’s Visual Identity And Messaging Tone

Consistency is key when it comes to developing your brand’s voice. If you’re not consistent, your customers won’t be able to recognize your brand from one video to the next.

To ensure that you have a solid visual identity and messaging tone for the videos you create, try using these tips:

Choose colors that are similar but different enough so they don’t blend when placed on top of each other (i.e., colors that wouldn’t normally go together). This will help maintain consistency across all visuals for your company whether it’s in print or online.

Make sure every font used in every piece of content looks the same as every other font (i.e., they should all have the same style and size).

As a video creator, your goal is to make content that sells. Check out our ultimate guide on Video Scripts That Sell to learn the strategies and techniques to create persuasive scripts that drive conversions and achieve your marketing objectives.

Use Simple, Direct Language That’s Easy To Understand

The goal of your script is to get your audience to take action whether it be to buy a product or sign up for a free trial. So make sure that you’re writing in a way that will help your video viewers accomplish those goals. 

Use short sentences, simple words and phrases, and natural tones of voice when speaking into the camera. Using this kind of language will help create an authentic feel for your videos while also keeping them clear and easy to understand for everyone watching them!

Be Personable And Use Humour When Appropriate

When writing your script, be yourself! Stay authentic. Don’t try to be someone else. If you are going to use humor then do it in a way that feels natural for the brand that you are representing. 

Humour is a great way to make content more relatable and memorable, so don’t be afraid to inject some humor into your script if possible (but don’t go overboard).

Leave Room For Spontaneity As You Record

When you’re recording your video, leave room for spontaneity as you record. That’s what makes a video feel natural and engaging. If something unexpected happens during your recording, don’t be afraid to improvise! This can help make the video more fun and authentic for viewers.

If you are recording a video for a client, you should ask them what they want to see in the video before beginning production. It’s also important to ask them if there is anything they would like edited out of the final product (for example text messages sent during an interview).

As Long As You Keep In Mind What You Want Out Of The Video And Who Your Audience Is, Writing A Script Doesn’t Have To Be Scary!

There are many different ways to write a script. You don’t have to use every word on the paper; it’s okay if some get left out or added later on in post-production. 

Use simple language that’s easy for anyone to understand and try not to get too technical with your words or tone of voice unless that’s what works best for what you’re trying to say/sell/show off (but even then, keep it simple). 

Don’t be afraid of being personable with your audience and don’t be afraid of being funny either! People love watching videos because they feel like they know the people behind them and want more insight into their lives.

So let them see this side of themselves without any reservations whatsoever! You might laugh at yourself when reviewing footage after production has wrapped up… 

But chances are great that no one else will ever see these behind-the-scenes clips anyway so go ahead: Be spontaneous! Be yourself!

The quality of your video script can significantly impact the success of your marketing efforts. Discover essential strategies in our post on How to Make Your Video Script the Best It Can Be to ensure your message resonates with your audience.


We hope you found this article helpful and that it gave you some ideas for how to write a script for your video. Remember, the most important thing is to be genuine and authentic–your brand’s personality will shine through if you keep that in mind when creating content. 

Whether it’s a short video about your company or an educational piece about a topic that interests your audience, remember that sometimes less is more!

Further Reading

TechSmith: How to Write a Script for Video Learn from TechSmith’s expert advice on writing effective video scripts to engage your audience and deliver compelling messages.

Synthesia: How to Write a Video Script Discover practical tips and best practices for crafting engaging video scripts with the help of Synthesia’s comprehensive guide.

Stormy Studio: Top 10 Tips for Writing the Perfect Marketing Video Script Enhance your marketing video’s impact with Stormy Studio’s top 10 tips for creating a powerful and persuasive video script.


How do I start writing a video script?

To start writing a video script, begin by identifying your key message and target audience. Create a clear outline of the content you want to convey and the desired call-to-action.

What are the essential elements of a successful video script?

A successful video script should have a captivating hook, a well-defined story or message, a clear call-to-action, and a strong ending that leaves a lasting impression.

How can I make my video script more engaging?

To make your video script more engaging, use conversational language, incorporate visuals and storytelling, and consider the pacing and tone to keep viewers hooked.

How long should a video script be?

The length of a video script depends on its purpose and platform. Generally, aim for concise and impactful scripts that convey the message within a few minutes.

What role does the target audience play in video scriptwriting?

Understanding your target audience is crucial in video scriptwriting. Tailor your script to address their needs, interests, and pain points to resonate with them effectively.