Scriptwriting lays the foundation for a successful corporate video. Whether developing a training, marketing, or social media video, the quality of the script will significantly impact the final product.
A well-written script keeps viewers engaged throughout and communicates your intended messages. However, scriptwriting is also an area ripe for missteps. This article will guide scripting best practices and common pitfalls to avoid.
We’ll explore dos, like crafting concise yet compelling copy, and dos, like information overload. Following these dos and don’ts of corporate video scriptwriting will help you produce dynamic content that your audience will remember.
What are Corporate Videos?
Corporate videos are visual communications created by companies to engage target audiences. They can serve various functions, from brand awareness to training.
Some common types include explainer, marketing, and social media videos. Whether produced in-house or with a promo video company, corporate videos compellingly tell a company’s story and support business goals like lead generation or talent recruitment.
We provide an impactful way to convey key messages to customers and employees.
The Do’s and Don’ts of Writing a Great Corporate Video Script
Whether you work with a production company or produce videos internally, writing a solid script is essential. This covers the dos and don’ts of producing corporate video scripts to help your content reach its objectives.
What To Do When Writing a Corporate Video Script
- ● Design Your Video Script Before You Start Writing It
Before tapping the keyboard, fully map out your video goals and storyline. Know what key points you want to convey and the ideal watching experience.
Sketching this framework establishes parameters within which you can focus your writing. It also allows you to spot potential problems early.
This deliberate design approach sets the foundations for a well-paced, cohesive script to aid any corporate video production agency charged with bringing your vision to life on screen. - ● Keep It Short To Keep Your Audience’s Attention
Video viewers have short attention spans, primarily online. While your message may be complex, your script must be concise to engage this audience effectively.
Get straight to the point quickly without wasting time. Use only essential details and conversational language to digest key information easily.
Respect viewers’ limited bandwidth by paring content down to its core and trimming any unnecessary flourishes that clutter the narrative. A lean script maximizes retention and impacts your message can have. - ● Be as Succinct as You Possibly Can
The shorter and more condensed the script, the better. Try to get your message across using as few words as possible. Trim any excess fat and refine the language to its essence.
Employing concision ensures your points remain crisp and easily absorbable for time-strapped viewers. It also leaves room for graphics, b-roll footage, and other visual elements to help tell the story.
Recruit test audiences to review early versions and identify any spots needing further editing. Their feedback will strengthen the impact of each tersely worded sentence.
What Not To Do
- ● Avoid Fluff, Even If It’s a Single Word
Each word in your script requires viewers’ mental processing, so strive to be as lean as the sum of your parts. Prune unnecessary descriptors or adverbs that don’t directly serve the overall message.
Viewers’ limited attention means every word counts, so handle each carefully for maximum narrative flow and retention of key takeaways. Removing a vague adverb like “very” can tangibly tighten the writing.
Your objective is succinct, impactful communication, so eliminate any surplus that slows down the delivery of the core idea. - ● Don’t Be Afraid To Remove Your Favorite Part
Though you may be particularly fond of a witty remark or insightful aside, the audience’s needs come before personal preference. If certain sections, however eloquent, lose momentum or lack relevance to goals, cut them without attachment.
The script must function as a cohesive instrument assisting comprehension, favoring tight unity over sentimental indulgences. Viewers appreciate crisp efficiency over meandering looseness.
Their retention hangs on every word, so they detach from preconceptions and perceive with an objective editorial eye to deliver the optimum product. Be ruthless in providing the essential story. - ● Don’t Rely On How It Reads In Print — Recite It Out Loud
While the printed page provides an initial sense, vocally performing your script is crucial.
Reading aloud reveals pacing issues, awkward phrasing, or inconsistencies that are jarring to the ear and uncaught by the eye alone. Recording an audio draft lets you fact-check rhythm, transitions, and delivery time against video allotments.
It also highlights deadwood ripe for trimming. Engage others to listen and provide candid feedback on comprehension and areas needing clarification. You can only prepare a script fluent for its ultimate spoken medium through such real-time tryouts.
What Common Pacing Issues Should I Be Aware of When Reciting a Script?
Here are some common pacing issues to watch out for when reciting a corporate video script:
- Long, dense paragraphs that are difficult to read smoothly at a natural cadence. Break these into shorter, choppier sentences.
- Monotone delivery that doesn’t fluctuate in tone or emphasize important points. Practice inflection and pauses for impact.
- Rushing through sections to keep time without proper emphasis or breaths between ideas. Slow down and allow critical thoughts to land.
- Unnatural-sounding transitions between topics can cause awkward bumps or breaks in the flow. Smooth connectors like “moreover” or “additionally” can help.
- There are too many filler words, repeated phrases, or meaningless asides that bog things down. Stay focused on the essential message.
- Long narratives or descriptions lose steam. Keep visuals and auxiliary material to a minimum for an energetic pace.
The goal is concise yet lively speech free of vocal tics or dead spots. Continually videotape rehearsals to identify sections needing rewriting for better timing and cadence.
Frequently Asked Questions
- ● How long should a script be?
It depends on the video’s length and content, but typically 3-5 pages works well. - ● What format should I use?
A basic format like 12-point Courier or Arial font allows smooth on-set reads. - ● How many revisions are typical?
Based on feedback, most scripts undergo 2-3 revisions to refine.
Conclusion
Taking the time to craft a compelling script is a crucial early step in the video production process. Remembering the dos, like highlighting key messages efficiently and avoiding don’ts like long blocks of text, will help your content connect with viewers.
Test your script with others and refine it based on their feedback. Doing so will ensure you develop a compelling, polished script that elevates your finished video and achieves your communication goals.
With the right script as your foundation, your corporate video is bound to make a lasting impression.
