How to Write Compelling Short Video Marketing Scripts

Short-form video is a trend that’s here to stay. In fact, research shows that nearly 40% of Americans watch at least one hour of short-form video clips on social media every week. How can brands make sure they’re making the most of their audience’s short attention spans? It all starts with a great script.

The perfect short-form video script can make a big difference in the overall effectiveness of any brand’s video marketing efforts. Here’s how to write compelling short-form video marketing scripts that resonates with your viewers.

Keep it brief.

Today’s viewers have short attention spans, and the most important tip to remember when making short-form content is to keep your videos short and sweet. Often, the most effective marketing videos fall within the 30-second to 1-minute range. As a general rule, your video script length should include two words for every second. So, for a 30-second clip, your script should be around 60 words. 

Write a simple outline. 

After you’ve decided on the optimal length for your short-form video, develop a simple outline or structure for your message. Most good marketing videos include a great opening; a description of the problem a consumer may have; an explanation of how the product or service solves the problem and a clear call to action. In under a minute, your audience will have all the information they need to convince them to act. Tell the viewer exactly what you want them to do, as well as how it will benefit them.

Write compelling content.

Now that you’ve developed a solid outline for your video script, it’s time to flesh out your content. Not sure what to write? Use these questions to explain why your brand and your product is different, and why viewers should choose you over the competition:

·      Who is your target demographic?

·      What problem does your product or service solve for your audience?

·      How can your solutions improve your customers’ lives?

·      Why is your solution unique compared to the competition?

·      What feelings do you want your audience to have?

It’s helpful to write out the answers to these questions and include words or phrases that are important to your brand as you craft your script. Be focused and deliberate—since the most effective short-form videos are less than one minute long, you need to present your message in a clear, concise way, or you risk losing the attention of your audience.

Consider tone and voice.

As you’re crafting a winning short-form video script, be sure to read over your drafts and consider your tone carefully. Make sure what you’re saying matches your brand’s character and reputation and use words that connect with your audience. If you know your target audience well, you’ll be able to make a pitch that truly resonates with them.

Create compelling short-form video marketing scripts that convert

A great script is the foundation for any successful marketing video. Not sure how to get started? Say hello to Spin Creative. As a video marketing agency and branding partner, we help brands in all industries bring their creative vision to life. 



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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.