10 tips to help you write great video scripts for your social platforms
If you want to get some serious traction on your social media platforms these days, you need video.
There’s no excuse not to use this marketing tool. The creation of video content is now cheap and simple thanks to smart phones and a multitude of apps. Budgets can be kept to a minimum and you really can do it all in-house. But there’s something you need to know first…
We’re in the middle of a silent revolution, where 85% of social videos are being viewed with the volume off. Successful video content requires a script that gets spelled out for the viewer.
Here are our tips on how to create an excellent social video script:
Get your story straight
Choose a topic that will engage your audience but also lends itself to being broken down into digestible points – perhaps as a list or a simple story. Make it brief, memorable and entertaining or surprising. ‘A one-line synopsis can be a useful starting point,’ says Keith Breene, Formative Content senior writer, who writes multiple scripts every week for our clients.
Keep it brief
Bear in mind that your video on Twitter must be no longer that two minutes and twenty seconds. But the average person’s attention span is only 8 seconds, so it makes sense to keep it even shorter. A few very short sentences are all you need to get your point across.
Consider why the audience needs to know this
Then use that to ‘hook’ them. You have 2-3 seconds to grab audience attention with a video on a social media feed, so the first slide is crucial. Don’t waste time on cryptic titles or long introductions. Exploit the curiosity gap.
There’s no going back
For each slide (or ‘beat’) ask yourself ‘can I read and absorb that in just 2 seconds without any effort? Viewers on social media can’t go back or pause, so the flow of the sequencing must be absolutely smooth.
It’s all in the rhythm
Each slide needs to be connected to build the reader’s expectation of the next, and ensure a natural cadence to the viewers’ reading experience. If it reflects their thought process it is effortless and viewers stay longer, and are more likely to engage.
In the same vein, language must be clear and simple. No jargon, no fancy vocabulary and no convoluted sentence structures. Words that are known to generate good engagement include: ‘you’, ‘how to’, ‘why’, ‘here’s’ and ‘this is’. Highlighting key words and phrases is a common and effective technique.
Description is dead
If you can visually present your message then there’s no need to also describe it. Use your words as a platform to develop or even to contrast, but don’t ‘say what you see’.
Your title and closing statement need to bookend the video’s content; ultimately you want the viewer to feel something – whether it’s an emotional response to your message or a desire to find out more about your brand/purchase your product.
Bring it to the table
Plotting these short videos is best done in table format. One line per screen and columns to describe the accompanying visuals or the way text moves onto (and off) each screen.
Focus on the vision
Ensure your visuals serve to reinforce the message – fact retention increases from 10% to 65%three days after viewing a video, when relevant images accompany the facts.
If you’d like to hear how we can help you amplify your corporate content, then get in touch today. Email: firstname.lastname@example.org or call our team on 01494 672 122
Simon Torkington is is Executive Producer at Formative Content and produces and oversees content production for some of our biggest clients.
Formative Content is a UK based content marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.
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