No matter the scale of your business or the industry you operate in, video marketing can add a lot to your credibility and reputation. According to data published by HubSpot, 81% of businesses rely on video marketing as a means to attract new clients and customers.
But how do you craft an effective, attractive and actionable video ad that will convert into sales and revenue? Let’s take a look at several tips and pointers which can help you write scripts for your videos in a much more straightforward and concrete way.
Develop a Customer Profile
Each person responds differently to various types of video ads. For example, children and students might find animated videos appealing while the elderly may prefer testimonials and reviews more than anything. The customer profile you settle on pursuing will determine the type of script you will write for your video.
A good example of testimonial video marketing can be found with McKesson and their pursuit to establish trust and credibility with the customer base. The type of video that your studio (or an outsourced agency) will create will vary drastically depending on whom it is that you want to sell your product or service to. Pinpoint who your customers are before writing the script to avoid unnecessary backpedalling or message misalignment.
Open with the Hook
The hard truth is that video marketing content has to be short and to-the-point; otherwise people won’t bother watching it. Commercials are a great example of this practice and you can learn a lot from their overall flow and structure when writing your own script. The secret to great video marketing is to open with the hook of your sales pitch from the get-go.
This is different compared to written content or social media posts you might come across on the internet. A commercial that opens with the hook (discount, special offer, new product on the market, etc.) is bound to keep people intrigued throughout the video. Video marketing scripts that follow this rule are bound to have better conversion rates no matter the product’s niche, so make sure to structure your writing properly.
Rely on Short Form
Speaking of short forms in video marketing, we really mean short-short – as in, 30-60 seconds short. While this may not seem like a lot of mileage to work with, it’s quite enough to drive your point home.
Ethan Dunwill, content manager at HotEssayService spoke on the matter recently: “Our own video content relies on service sales pitches and editorial showcasing. We’ve discovered that people rarely stick around if the videos are long, have slow pacing or simply don’t demonstrate a point within the first 30 seconds.”
This is both a blessing and a curse for video marketing script writers. While you may have little space to work with, you can cram very impactful messages and wording into it. You can then add links, email addresses or phone numbers for people to use in order to reach out if they are interested afterwards.
Use the Right Tone
The tone of voice you settle on will determine the overall appeal of your video. Professional wording, vocabulary and jargon should be kept exclusively for B2B video marketing scripts as the general audience won’t be able to make heads or tails with it. Similarly, generalized vocabulary with a casual tone of voice can be used to appeal to a broad spectrum of B2C audiences, as seen in Coach Art’s video advertisement.
A good example of animated video content can be seen in Walmart’s online store ad. It appeals to a much wider audience than you would think given the nature of its content. You’ll also notice that the motion graphics and sound both complement the inviting, family-friendly nature of Walmart’s business model. Apply the same logic to your brand and make sure that you cater to the right audience with the words and jargon you use in your video marketing scripts.
Choose Effective Writing Platforms
Writing effective scripts for your video content will require certain finesse and care. With that in mind, you can implement several writing platforms to help you get a better hold of your grammar, punctuation and general flow of the scripts:
Supreme Dissertations – Copywriting content for video ads can be a daunting task. This platform will allow you to work with professional copywriters in order to get your message across just right for your target audience.
Grammarly– Grammar plays a huge role in video marketing scripts, especially if you include captions in your videos. Grammarly is a very popular proofreading platform with a plethora of manual editing options available.
Rewarded Essays – Once your scripts are written, the first drafts will usually only be a reflection of what it is that you tried to accomplish. You can rely on Rewarded Essays in terms of further formatting and editing your script’s flow and punctuation.
Hemingway– Speaking of flow, your audience’s age and language versatility will play a large part in whether or not they understand your messages correctly. Hemingway can help you determine whether or not your script is understandable to different types of audiences by grades.
Grab My Essay – Lastly, you should consider offering transcripts of your video content to people with poor internet connections or health problems. This platform can help you transform your scripts into legible transcripts which can be used for further marketing purposes.
Calls to Action Matter
Once you work out the details in which your script will carry with it, you should consider placing the call to action at the very end. Generally speaking, calls to action are literal “calls” to the viewers to do something about what they just saw. This can be anything from a simple “call now” to a more complex statement such as “share our message with your friends”.
Calls to action are the de facto most important part of your video marketing since they address the viewer directly. An example of this can be found in Tortilla Land’s video ad that points to the “refrigerated sections” as the go-to place to find the product in local stores. Everything leading up to the call to action are value propositions that, while effective on its own, won’t make the viewer take action without an explicit statement.
An Established Image
It goes without saying that any script you write for your video ads should use established brand imagery to its fullest. Things like catchphrases, company statements and other brand wording should find its way into your script. That way everyone will know who the ad was made by, even if they “hear” your video ad in passing.
Brand your video content just like any other form of digital and social media content you publish in your company’s name. If you defined your target audience correctly and wrote the script carefully without errors or message misalignment, the results will come organically. There is always space to build on the foundations you set with your initial video ads, so don’t be afraid to change things up as the campaigns interchange over time.
Author bio: Bridgette Hernandes is a Master in Anthropology who is interested in writing and planning to publish her own book in the nearest future. As a frequent contributor and blogger at SupremeDissertations, Bridgette does her best to establish a professional and open-minded precedent with her clients. She finished her study last year but is already a true expert when it comes to presenting a text in a creative and understandable manner. The texts she writes are always informative, based on a qualitative research and nevertheless pleasant to read.