Video marketing has been on the rise in Australia. Back in 2019, 80% of marketers reported videos significantly increased the dwell time on their websites. 91% of marketers considered video to be an essential part of their strategy.

This popularity is only growing in 2023. Today, marketers report video as the highest ROI format. What’s more, Aussies are spending more than seven hours each week streaming videos online.

Clearly, there’s a huge potential for businesses to quickly market their products and services (without appearing too pushy). But to create a video that leaves a lasting impression, you need to write an extraordinary script.

And that’s exactly what this post will help you with. From brainstorming ideas for the script to editing the final script for perfection — we’ll guide you through it all.

What Do You Want to Achieve With Your Video?

Before you begin with the script, you need to define the objective of your video, i.e., what do you want to achieve? Here’s a list of some common corporate video objectives:

  1. Brand awareness
  2. Product introduction
  3. Product or service promotion
  4. Company culture display
  5. Event coverage
  6. Employee training
  7. Client testimonials
  8. Corporate social responsibility.

This is the most important script writing tip we can give you. Without a clear objective for your corporate video, you’ll be shooting in the dark.

The Basics: Understanding Your Audience

Once you’ve determined your objective, figure out who you are speaking to. This will help you come up with a clear and targeted marketing message that is highly effective.

You’ll also be able to use words that will resonate deeply with your target audience and propel them to take action. But if you skip this and speak to a generic group, you might not generate any ROI at all.

How so?

Let’s consider an example.

Imagine there’s a high-end fashion line company specialising in bold prints and statement sleeves. We know Aussies love both these fashion elements.

The company launches two videos:

  • Video A: It features aesthetically pleasing shots of fashion pieces. It has an engaging sequence in terms of colours and cinematography.
  • Video B: It opens with scenes of bustling city life, showcasing people navigating between work and social events. Fashion pieces are highlighted in contexts that resonate with the fast-paced urban lifestyle — bold prints that seamlessly transition from office to after-work gathering.

With years of experience we have at Ivory Media, we can confidently tell you that video B will generate much higher engagement compared to video A. That’s because it creates a story-like, relatable scenario for a specific group of people (i.e., young urban professionals).

Video B represents the convenience and adaptability of the fashion line for the modern professional. And creating this narrative wouldn’t have been possible without a target audience in mind.

Being aware of the target audience helps you:

  • Identify pain points
  • Figure out how to solve those pain points
  • Showcase them in the video

These elements are the starting points of all great video scripts.

The Prewriting Phase: Research and Planning

The first step to writing a corporate video script isn’t writing — it’s research. We recommend conducting research in two parts:

1. Market Research

This concerns your business’s customers, whom you already have access to. It requires you to use surveys, focus groups, and analytics to gather data and analyse consumer behaviour, preferences, and emerging marketing trends.

Market research can also help you understand the nuances of your industry, areas you could work on, and areas you should avoid wasting money on.

2. Competitive Analysis

Once you’ve performed market research, identify and create a list of your competitors. Remember, anyone who is targeting the same pool of people as you is a competitor. But not all competitors are made the same.

They may include:

  • Direct competitors: Businesses in your industry offering products and services similar to yours.
  • Indirect competitors: Businesses in your industry offering a different product/service that solves the same issue you do.
  • Substitute competitors: Businesses in other industries that offer an alternative to your product/solution, satisfying the same customer needs (e.g., online streaming service and traditional cable).

When writing a video script, you need to focus on direct competitors (especially if your business is new and growing). This will help you get the attention of people who could bring the most sales. But all of that starts with a competitor analysis.

Here’s how to perform one:

  • Identify what sets your rivals apart (both in strengths and weaknesses).
  • Learn from their successes and shortcomings.
  • Check out their current business goals and the strategies they use to achieve them. This will give you a sense of direction for your video.

Overall, the analysis provides a strategic edge, helping you position your brand uniquely. It’s best to aim to offer something your competitors haven’t — be it in style, messaging, or visual storytelling.

The Planning Stage: Create a Script Outline

This is when you create an outline that helps you structure your thoughts and organise your content.

Here’s what a simple outline might look like:

  • Introduction: Hook and a brief overview of what the video will cover.
  • Body: Main points you want to discuss, broken down into sections.
  • Conclusion: Summary and CTA.

You can break each section into sub-sections — we’ll talk about that in a bit — but for now, we want you to go through this video and study its outline.

Notice how the opening of the video hooks the audience with employee opinions and how each section links to another. That’s what we’re going to aim for.

Now, let’s get to the writing part:

1. The Hook

The hook refers to the first 1-2 lines where you capture your audience’s attention. It can be a question, surprising fact, or intriguing statement that immediately engages your audience.

When it comes to corporate videos, this hook should last no longer than 5-15 seconds. Here’s an example:

Did you know that in the next five minutes, your perception of [industry] is about to change? Prepare for a journey that reshapes the way you view [topic].

2. Introduction

The introduction is where you state the purpose of the video and why it matters to your audience. Keep it brief but provide enough context to generate curiosity.

Here’s an example:

Welcome to [Your Company’s Name], where innovation meets [Industry Name]. In this video, we’ll uncover the secrets behind [topic], shedding light on how [Company Name] is revolutionising the way you [relevant benefit].

3. Body

A corporate video is typically 2-3 minutes long (learn more in our post on decoding the ideal duration for corporate videos). The first 5-15 seconds make up the hook and the last 30 seconds comprise the call-to-action (CTA). This leaves us 75-135 seconds for the body of the video. This is where you deliver your central message. It’s the meat of your video script, so you must come up with a logical and interesting way to deliver your message.

You can:

  • Use storytelling
  • Zoom in on a case study
  • Share your plans for the near future.

Also, use simple and direct language. Avoid jargon that might leave your audience feeling confused. You want to try using relatable scenarios and stories to humanise your message and create an emotional connection with those watching.

Here’s an example:

Meet [Customer Name], a [industry] professional just like you. They faced [specific challenge] until they discovered [Company Name’s solution], resulting in [remarkable outcome]. This isn’t just a product; it’s a game-changer, and here’s why …

4. Conclusion

The last few seconds of your video are where you summarise your video’s key points, present a strong CTA, and motivate your audience to take action.

5. Additional Tips

Here are a few additional tips to enhance the overall performance of your video script:

  • Write in a way that feels like a friendly conversation. Make your audience feel like they’re having a chat with a knowledgeable friend.
  • Use relatable language and expressions that align with your brand’s personality.
  • Encourage your audience to envision the scenarios you’re describing.
  • Clearly mention the benefits your audience will gain from watching your video. Focus on the “why” — why should they care about your product or message?
  • Connect features to real-world advantages to make your video more compelling.


The Final Stage: Review and Revise

Once you’ve prepared the script, you need to polish it. Here’s what to do:

  • Perform thorough reviews of your script to ensure it ticks all the boxes for clarity, consistency, and tone.
  • Read it aloud to identify any awkward phrasing or pacing issues. Pay attention to how it sounds — your ears can catch nuances your eyes might miss.
  • Get feedback from colleagues or industry experts to gain diverse insights and further refine your script.

When your script is polished from your end, prepare it for your production team. You can do that by creating a master document where you mention specific instructions for each team member. You can also provide storyboards to help them visualise each scene or block.

Technical Aspects to Consider

Writing is both the creative and technical aspect of a video script. However, there are some other technical aspects that you must keep in check as well. These include the following:

  • Script structure: This is the organisation of the video script (e.g., the outline). It gives the script a coherent and well-paced narrative.
  • Formatting style: Itrefers to the consistent application of industry-standard formatting and style for a professional and easily understandable script.
  • Duration and time markers: They indicate the estimated duration of each segment and overall video. Time markers also help with search engine optimisation.
  • Visual and audio cues: These cues help your production team understand when to integrate visual and audio elements. It ensures synchronisation with the script.
  • Dialogue and narration instructions: These are clear and specific instructions for narrators regarding tone, emphasis, and pacing to align spoken words with the video’s message.
  • On-screen text Instructions: They provide guidance on the content, timing, and appearance of on-screen text, ensuring consistency with the spoken narrative.
  • Scene descriptions: These are detailed descriptions that help your production team visualise and execute shots, contributing to visually compelling content.

When writing the script, you’ll also have to understand the difference between on-screen text and narration, which are often confused and mixed together.

  • On-screen text: It refers to the text that appears on the screen. Its purpose is to provide additional context or make content accessible to viewers with hearing impairments.
  • Narration: It refers to a voiceover and is a storytelling element that bridges the gap between scenes or where dialogue is missing.


Common Pitfalls and How to Avoid Them

Corporate video script writing comes with its own set of challenges. Here are the ones you should look out for:

1. Overloading Information: The Less-Is-More Dilemma

It’s tempting to showcase every detail about your company, products, and achievements in your video. However, bombarding your audience with too much information can lead to confusion and disengagement.

To avoid that, limit the number of messages delivered per video to 1-3 for a 3-minute video. This will have the most impact.

2. Straying Off-Topic: The Wandering Narrative Woes

Losing sight of your core message can dilute the impact of your video. So, avoid discussing topics that are secondary to your core concern or completely unrelated.

For example, if your video is about solar panel installation services and its goal is to compare the cost of electricity with and without solar panels, try not to discuss the types of solar panels or the history of solar panels.

3. Ignoring the CTA: The Missed Connection Moment

The CTA is the most crucial aspect of any piece of content. It helps you generate sales or get your viewers to take the desired action.

You’re wasting your efforts if you have a solid video script but a weak CTA. Make sure the words, timing, and visual representation of your CTA receive just as much attention as the rest of your script.

Now You Know How to Craft Excellent Corporate Video Scripts

Your corporate video is a powerful tool and its success depends on your script. Keep it focused, engaging, and purposeful.

If you’re ready to turn your vision into reality but are a little foggy about what to do, Ivory Media can help. Share this guide with your team, and together, we can create videos that captivate — not confuse — your audience.

Drop us a message today and we’ll get back to you ASAP!

Photo by Ron Lach on Pexels

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