Consider these writing tips when scripting a branding video that you still want to look and feel authentic. These tips are true whether you’re promoting a business or an organization. Writing a script doesn’t make the video artificial. Video production is always a flexible process. The script you write might ultimately become a baseline where more candid moments actually replace the pre-planned stuff. So embrace the fluidity. And think about these considerations.
Word Count Equals Final Video Length
Roughly 150 words of dialogue on average will result in one minute of video content. Therefore, if your goal is to keep your video max length to 2 minutes, don’t write more than 300 words.
If the script is longer than 300 words and you have a hard cap on a 2 minute video, have you considered producing spinoff videos on separate topics?
How to write conversational lines for videos
Have you ever learned a new language only to find out that some of the most basic proper words aren’t even used by native speakers? Think of your video script the same way. Don’t write words that might look good in a legal textbook, but that would never be spoken in every day conversation.
Working in a television newsroom taught me how to decode different technical jargon. Police departments send out press releases about car accidents saying that a driver, “failed to negotiate a turn.” No one says that.
How would you say that someone failed to negotiate a turn?
I would probably say that the driver slipped off the road, swerved into a guardrail, or smashed into property.
Use Active Words and Stay Present
Producing a video is a visual exercise. Think about every action as a delivery of something meaningful. If you are writing about food pantry workers, don’t simply say that they packaged groceries. Instead you can say they are boxing up meals to feed a community hit hard by unemployment and inflation. If you think about the impact as you are writing, it is easier to write in an active voice. Avoid using the paste tense. If you are writing while thinking about the impact, a lot more active verbs that end in i-n-g start flowing.
Consider who is saying each scripted line and why
If you are writing a script that features two people, consider who should be saying each line and why. In the video below, the man on the left is the Kansas City expert and the woman on the right is the expert on Lawrence. However, the problem that both professionals attack is the same. And so they can alternate reading lines in the opening remarks as they establish the problem that needs to be solved. As the script evolves, each line should be assigned to match each individual’s specialty.
How script rehearsals help identify emphasis
Reading the first draft of your script and later listening to a voice memo of that recording will teach you a lot. It will teach you what is conversational and what is robotic. It will also explore what words and phrases are worth emphasizing. As you develop your script further, mark second and third drafts with an asterisk to denote what to emphasize. It will make for stronger commentary. It will also lead you on a path further away from the script itself. The more intentional you are about why you are emphasizing certain words and phrases, the less you’ll need the script after-all.
