How to Write a Script for Your Brand Promotional Video

So you’ve decided to make a promotional video for your brand? We approve! The first step is writing a really great script.  

Given that social video is dominating digital marketing trends in 2021, there’s no better time than now to use video to promote your brand. After all, customers can’t become interested in your brand if they don’t understand what you’re offering them or how it will help them. Videos are an excellent tool to educate potential buyers about your products and services in a fun, visual, and potentially interactive way. 

However, before you can even start creating your video, first you have to write the script. Not only is this an opportunity to collect your thoughts, but it also creates the blueprint to help guide the rest of your creation process. Your script needs to be concise, relevant, and attention-grabbing. This is essential. If your message in the script isn’t on point, no amount of post-production will be able to redeem your video. 

Many people feel the sweat drip from their brow when they hear they need to write. It doesn’t always come naturally, and even the best of writers sometimes struggle to find the words. But, if you find yourself staring at a blank screen for hours, the tips and tricks in this article might just help you break free of writer’s block. 

Getting Started

Before you dive into writing your script, there are some questions you should ask yourself that can help guide your messaging to better communicate with your audience.

1. Who is your target audience?

The key to any marketing or digital communication campaign is to know your target audience (also known as buyer personas) well. Is your target audience business owners, influencers, students, parents? Male or female? What do they do? How do they consume content?

Well, the tone, language, and visuals used in your video will need to be aligned to match their interests. The better you know your target audience, the easier it will be to write a script that will lead your viewers to take action. 

2. What does your target audience need?

Once you know who your target audience is, it’s time to define their needs. By identifying their problems, you can better portray how your product or service can meet their needs. 

3. What message do you want to send?

What do you want your audience to remember about your brand? What is the unique selling proposition (USP) of your product or service? What does your brand stand for? Does it offer a solution to their problems? What does your brand promise to do? 

Answering these questions should be the heart of your script. 

4. What comes next after watching the video?

No video is complete without a call to action (CTA). With no CTA, your audience will simply watch your video, then do nothing – you want to guide them to the next step in the buyer journey.

A few examples of a CTA would be “book an appointment,” “visit our website,” “subscribe to our channel,” etc. A clear CTA will not only help create a lasting impression on the minds of viewers but also provide instructions on what their next action should be. 

Now that your homework is done, it’s time to write your script. 

Here are some rules to write an engaging script for your promotional video. 

Outline Your Script

First and foremost, it’s important to structure your ideas in a logical way. The goal is to demand the viewer’s attention and make it last until the end of the video. So, always start with a catchy introduction, dig deeper with your message and finish with an impressive conclusion

A good script usually:

  • Addresses your audience’s issues/needs at the very beginning of the video so they relate to it and stop scrolling to watch further
  • Convinces your audience why you are the best solution to their problems and demonstrates what sets you apart from your competitors
  • Concludes with a CTA that leads the audience to take further action. Never forget that the end of the video is as important as the introduction

Pay Attention to the Opening Sequence

No doubt that there’s abundant content on the internet for audiences to consume. The world of social media is quickly moving to video, but you only have a few seconds to capture your viewers’ attention before they scroll on to the next video. Therefore, your opening sequence is important. 

Here are a few ways to get your audience interested:

  • Intrigue them with some suspenseful opening, reaction sounds, or captivating visuals
  • Ask them questions like “Did you know…,” “Have you ever..,” etc.
  • Start with some interesting yet unknown facts that are relevant to your brand

Tell a Story

Remember the goal of your video is not only to make the audience watch it until the end, but it also needs to be memorable. There’s a simple yet effective way to do it… through storytelling of course! Telling stories through videos helps make a brand more relatable and engaging for potential customers. Plus, who doesn’t like a good story?

Here are some tips to perfect your storytelling:

  • Make sure your video has a clear beginning, middle, and end so it is easy for your audience to follow.
  • Focus on emotions–the audience might forget the words in your script but they won’t forget how the video made them feel.
  • Write like how you speak to personalise your message and connect with the audience instantly. Don’t be afraid to be less formal. 

Add Visual Aids

Did you know that 85% of Facebook videos are watched without a sound? Visuals are equally important as your script and serve as a great tool to segment your video and keep your audience engaged. 

Your visual aids should be simple and informative. That being said, don’t force visuals in the video just for the sake of doing so. They should complement what the script is saying without distracting the audience. Try to write a script that naturally and seamlessly creates opportunities to use visuals. Never write the script first and then look for places to incorporate visuals. 

“Close” with a Call to Action

Writing a perfect intro is how you get your audiences intrigued about your product or service, but it could actually hurt your brand more if the video doesn’t have the right outro. If you don’t close your video correctly, the impact your video created won’t last, and the best outro is nothing but a good CTA

What do you want your audience to do after watching the video? What do you want them to walk away with? Whatever it may be, make sure to communicate it directly and clearly. 

Video marketing plays a major role in digital marketing in modern times, and writing a script for high-quality videos takes a lot of time and planning. But, now that you have the knowledge, you’re ready to go write scripts for some amazing videos. 


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The Importance of Video in Your Social Media Strategy

The world of social media is quickly moving to video. As if it weren’t obvious from channels like YouTube and the more recent TikTok taking over the internet, social video is here to stay.

What started as just another social app popular among Gen-Z now has influence over many aspects of pop culture, from what songs are charting to how other social media platforms operate. The COVID-19 pandemic sent the infamous TikTok app plunging into the mainstream, and Instagram and Facebook have already begun following their lead. 

 

Facebook began putting a greater emphasis on videos quite a while ago, from Video ads, Facebook stories, prioritising videos in the algorithm, incorporating more features for Live Video, and more. And now Instagram is racing to catch up.

Instagram v. TikTok

Head of Instagram, Adam Mosseri, recently announced on his Instagram and Twitter accounts that the app will no longer be considered a photo-sharing app. The company is looking to lean into entertainment and video after seeing the success of competitors like TikTok and YouTube. 

Some upcoming changes and experiments that Instagram will be doing include showing users recommendations for topics they’re not following, making video more immersive by offering a full-screen experience and continuing to prioritise reels.

Best Practices for Instagram Reels

According to Instagram, brands and creators should post Reels that:

  • Are entertaining and fun (i.e. delights people, grabs their attention, makes them laugh, or has a fun surprise or twist)
  • Are inspiring (i.e. starts a trend that others can easily participate in)
  • Use creative tools like text, filter, or camera effects
  • Use vertical video
  • Use music from the Instagram music library and/or original audio you create or find on Reels
  • Are experimental! Try something new, be yourself, and see what works for you

Worst Practices for Instagram Reels

On the flipside, Instagram advises that brands and creators should NOT post Reels that:

  • Are blurry due to low-resolution
  • Are visibly recycled from other apps (i.e, contains logos or watermarks)
  • Are uploaded with a border around them
  • Have the majority of the image covered by text

Do not meet Instagram’s Community Guidelines

Following these tips directly from Instagram will help you have a better chance at beating the algorithm, expanding your reach, and increasing your follower count!

Leverage Social Video for Your Business

Social video comes in many different forms nowadays. Here are five different ways that you should be using social video in your marketing strategy.

1. Reels

In case this isn’t obvious at this point, reels are essential in your Instagram strategy in 2021. Beyond the tips listed above, we recommend using any trending sounds, viral challenges, and effects in your reels to follow the curve. 

Pro Tip: Follow Creator on Instagram for weekly updates on all the latest Reel trends and other Insta-hacks.

2. Dynamic Stories

Okay at this point, we know this might seem obvious, but we still see brands neglecting stories all the time. 

Some ideas you can use on your Facebook and Instagram stories include:

  • Question box/Ask Me Anything (AMA)
  • Story takeovers
  • Quizzes and polls
  • Get creative with the look and feel of your stories

Now there’s a story option on almost any app, even Twitter and LinkedIn. Note that just as your regular strategy for Linkedin will differ from how you post on Instagram, the same goes for stories. Here are some fresh ideas for using LinkedIn stories for your business.

3. Live Videos

According to Livestream, 82% of consumers prefer live video from a brand rather than a regular social media post, and even tend to watch live video 10 to 20 times longer than on-demand content. Why? Going live is a great way to connect and engage with your audience and humanize your brand. 

 

Facebook and Instagram have features that favor live videos with features including prioritising live videos in the algorithm, notifying your followers when you begin a live video  and shortly after you end it, and now even allowing a donation option for fundraising.

4. User-Generated Content

In case you haven’t noticed, consumers are sick of being sold to. It’s becoming increasingly more difficult to reach people on social media purely through sales ads, but what consumers are responding to is user-generated content. Ahh, yes. The age of the influencer. 

Some examples of video formatted user-generated content include unboxings, story takeovers from brand ambassadors, reviews and testimonials on stories, and product tutorials. The trend here is human content that people feel like they can relate to.

5. Video Ads

Just as we mentioned above, video marketing is an effective way to break through the noise of social media and catch your audience’s attention. Some best practices for video advertising as suggested by Facebook include:

  • Keeping your videos around 15 seconds so people watch until the end
  • Capture attention quickly by putting the most important part of the video first
  • Use vertical or square video
  • Feature your product or brand message early
  • Design for sound off

If you’re new to Facebook Advertising, here are 5 things you should know.

At the end of the day, it looks like video is here to stay.


As the world of digital marketing continues to change and evolve to be more video-focused, make sure to stay current with the latest trends and keep your marketing strategy fresh. Sign up for our newsletter below to stay in-the-know.