4 Top Video Scripting Mistakes

Spin Creative • October 20, 2021

It only makes sense that a poor-quality script results in a poor-quality video. If you’re putting in the effort to incorporate video into your brand’s marketing strategy, you need to do it right. 

Image of woman writing with a laptop on her lap

While voiceover, visuals and music enhance your story, you need to get your story on paper first. Whether you’re brand-new to script writing or you just aren’t confident about your latest draft, here are the four top video scripting mistakes you should aim to avoid.


1. Using excessive repetition

While repetition can reinforce memory, it’s not exciting. Take a good look at your script and remove repetition, especially if you notice you’re repeating your brand name, product name or signature words over and over. As a general rule, only state your brand name at the beginning and end of your video. If you think you need a little extra reinforcement to help your viewers remember your brand, let visuals and text do the talking. For example, let your video title be a further reminder for viewers.


2. Failing to hook the audience

Every video needs to start off on the right foot, otherwise you risk losing your audience before you’ve even come close to making your point. Include an emotional hook right at the beginning of your script—it’s one of the most basic elements of good storytelling. Videos need to make the most impact in the shortest amount of time, which is why you need to give your viewers a reason to care right from the start. 


3. Failing to make a point

Why are great stories so satisfying? Mainly because they have a solid set up that leads to a meaningful payoff. Clue your viewers into what happens and where your brand’s story might go next. After all, communicating a key concept is why you’ve set out to make a video in the first place! Try to include a strong takeaway in every video to keep your viewer invested in your story and, by extension, your brand.


4. Forgetting to make the pitch

While making videos can be fun, you’re investing in videos for your brand for a more meaningful reason. Whether you’re looking to make an immediate sale, increase brand awareness or get people to subscribe to your newsletter, you likely already have a concrete goal in mind even before you sit down to write your script. Remember that a good ending, in many cases, is actually a good call to action. Don’t simply flash your URL or logo. Instead, build your narrative toward the call the action, or pitch, and inspire viewers to make that purchase, share your content or fill out your sign-up form.


The perfect script lays a solid foundation for a great brand video. Whether you’re making a commercial or explainer video, a case study or mini-documentary, professional video content can capture the attention of your audience and build your brand in surprisingly dynamic ways. 


Having trouble nailing down the script for your next video? Say hello to Spin Creative! Our team can help you polish your script in a way that helps you say exactly what you need to say.



About Us

Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.

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