Video in business – and how to write a great script

Posted on Posted in Copywriting

It’s no secret that the use of video in content marketing is on the rise. In case you need further persuasion that video marketing is ‘the way forward’, I’d like to share a few statistics with you:

·     There are now over 1 billion hours of video being viewed every single day (source: YouTube)

·      Facebook generates 8 billion video views on average per day (source: Social Media Today)

·     After watching a video, 64% of users are more likely to buy a product online (source: Hubspot)

·     An optimised video increases the chance of your brand being on the front page of a Google search engine ranking by 53 times! (source: Comscore)

·     59% of executives would rather watch video than read text (source: Hubspot)

·     By 2019, the global consumer internet video traffic will account for 80% of all consumer internet traffic (source: Cisco’s Visual Networking Index)

Still need convincing? Video is a very powerful story-telling medium, yet many people still avoid creating videos, assuming it’s too expensive and time-consuming, or they get stuck knowing what to say.

You know your business inside out, and the intricate benefits of your products and services. But it’s the way you relay that information that will really count. You need to build a compelling story that will capture the attention of your audience, and help you engage with them.

Firstly, clarify and understand the objective of your video. Who is your target audience? What is the underlying message? What topics do you want to cover? What is your call to action – brand awareness, sales generation or product promotion?

Secondly, write your content as if you were talking to your audience face-to-face. You have to understand their pain points and put yourself in their shoes. You want to come across as genuine and likeable, so your tone of voice should be clear, concise and conversational.

Thirdly, your script should be written word for word, especially if you are not great at on-the-spot improvisation. Your video will be shot in multiple scenes, so working from a pre-written script will ensure that you don’t miss out any important information every time you do a retake.

Finally, keep your content brief and to the point: psychologists reckon that the attention span of an average person is about 60 seconds for online videos. Say the really important stuff at the beginning so that you can hook in your audience from the start. And you should always close with a clear call to action, making it obvious what you want your target audience to do next.

If you are struggling with writing your video script, I can help. I also work in collaboration with Ribbons Media, a video production specialist. Between us, we will produce a video for you that says exactly what you need it to say, in a professional and succinct way.

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