Ultimate Guide for Flawless E-Commerce Brand Video Script Writing in 2022
Nowadays, video content is an indispensable part of brand promotion. Thus, so many companies are willing to acquire the competencies that enable them to produce videos on their own. The communication channel will dictate the format of the video, its length, and even its content.
A basic video spot could be handled easily by the marketing department. But to produce a video of greater complexity, there's a need to outreach a company. It'll enable you to bring together many minds, many resources, and much collaborative effort. One of the first steps in this direction is producing a video script to promote the brand.
Understand the Choice of Video Formats
In the minds of many, brand videos are associated with short promos. However, the choice is much broader indeed. Getting familiar with the diversity of options available will help break free from stereotypes and explore the entire landscape of possibility. Below we list a few popular types but also some original choices of brand videos.
- Spots. These are the classical commercials we are so used to from the cable TV era. The format is old, the length is several dozen seconds. But these can be run as universal ads on various media channels.
- Customer testimonials. These have remained popular up to this day. Such videos describe the brand from the client’s perspective. They allow the audience to identify with the featured speakers and to learn from their experience directly.
- Product demos or product reviews. They showcase the product, explain what its functions are, who and when may need it, how it should work, what advantages it has, etc.
- Interviews could be snapshots of recruitment videos, short Q&A sessions involving customers or employees, the company’s leaders sharing their vision, employees sharing their thoughts about working in the company. Such videos are usually focusing on people, their perceptions, expectations, beliefs, visions, and how these align with what the company is doing.
- How-to-videos/ explainer videos. They usually illustrate a problem, explain how the company’s products or services can help solve it.
- Company culture videos. Such videos talk about the values, principles, beliefs, policies and how these align with the company’s mission. The employee portrait video also belongs to this category.
- Presentations. Being a more formal and “academic style”, these videos showcase competence and opinion leadership. They are normally longer and could cover multiple aspects while diving deep into the content.
- Vlogs (vlog = video + blogs). As the etiology of the name suggests, these are videos made by famous people in a given content niche. Vlogs reflect the opinions, experiences, and attitudes of these personalities regarding the brand.
- Event videos. Using imagery and action, event videos try to summarize and convey the atmosphere of a brand event. Hence, they can be powerful to engage with the audience and show corporate environment, culture, etc.
- Mini-documentary. This longer format is appropriate for describing the story of a brand, performing case studies, investigating certain problems, phenomena, socially relevant issues that can be somehow related to a brand. It is a versatile content marketing tool.
As you can guess, writing a script for each type of video would represent a very different task. For instance, event videos don’t follow a script. But this doesn’t mean they can’t be planned in detail. You can decide which images to include, in what order, from what perspective, etc. On the other hand, mini-documentaries or interviews would require traditional video-scripting.
Sketch the Structure You’ll Use
First, you need to assemble an outline of the story. Normally, stories consist of a set-up, a conflict, and a resolution. A set-up introduces the settings and is instrumental in catching the audience’s attention. A conflict typically presents the problem your company can help with. In turn, a resolution describes the solution that you offer in the form of a product or service. A resolution normally ends with a call to action. That is likely the crucial element of a brand video and the very reason it is made for. A call to action encourages the audience to purchase the product/service, share the video, download additional content, follow the company on social media or another channel, sign up for a demo of the product, or a trial of the service, etc.
Cover Any Gaps in Content by Contracting Research
To a great extent, the content dictates both the video structure and the script. When there are gaps in content, the entire video script is built on shaky grounds. If you sense an informational void that can be covered through academic research, it might be worthwhile to contact an academic assistance company. It could perform a literature review at academic standards for you. As we can see from this academic thesis writing site review, this is among the options offered by such platforms. Many services have writing experts at all academic levels, including PhDs. That means they are capable of carrying out research of decent quality.
Describe the Video Script Along with the Audio and Imagery
The script should describe both the video and audio columns in parallel, scene by scene. It needs to be specified what key images should appear at what moments in the video and what audio would be accompanying it. The latter could be a video interview recording, a voice-over, a music track, other sounds, etc.
Decide on the intonation and the narration style. Most of the time you would be looking for a conversational style with shorter and clearer sentences. It sounds more natural and familiar and is easier to follow. Note that if you decide to write down the entire discourse, sentence by sentence – it could be used for captions later. Furthermore, if you intend to publish the spoken content or the captions of the video on your website, you might consider checking this e-commerce SEO guide. You can leverage it to learn how to choose the keywords. They allow you to score additional points in search engine rankings.
As for the music, decide on the genre and the specific song titles that will work best with your content. Then, include these in the script. Select the lyrics that would match your video sequence, your message, etc. Most of the time, the role of music is to add life to the video without being too distracting. But occasional punchy bursts are useful to energize the audience. Apply different music tracks to make transitions between different sections of a video and to change the pace.
Sample Ideas from Professional Content Writers
If the brainstorming sessions in your company for producing an original video script don’t bring satisfactory results, consider contracting a writing company to provide fresh ideas. Reviewing one such company, content marketer and writing expert Estelle Liotard stated “Apart from dealing with academic assignments and writing academic papers, GetGoodGrade, with its army of experts with degrees in arts, is well suited to approach highly creative tasks.” If you decide to go for it, remember that you can always discuss in advance your expectations regarding the videos. It concerns a realistic budget, requiring only basic production and editing, involving interviews rather than animations, etc. You could also ask them to brainstorm ideas and to detail the ones that you like most of all.
One of the great challenges when writing a video script is staying focused on the original story, message, or outline. A successful video does not throw tons of incoherent content at the viewer. It has a well-defined message served in a casual yet engaging manner. Achieving this in a one-minute video could require a good amount of reflection, planning, and detailing. All these crystalize in the video script that can be considered the birth document of any video.