Scripting your Marketing Video in The Age of TikTok

Lead With A Video

At present, any profitable marketing campaign ought to lead with a well-produced video. In response to IdeaRocket, movies encourage engagement. Customers (learn your clients) are eighty p.c extra prone to act upon your name to motion (CTA) on a touchdown web page with video content material than they’re on a web page with simply textual content.

Crafting a high quality video will encourage your advertising division to outline a voice, a standpoint and a targeted name to motion.

However how you can start?


First, outline your Name To Motion (CTA). Actually, what would you like your viewers to do after they watch your content material? Purchase a product. Interact a service. Click on a hyperlink. Register for a Zoom name.

Think about the narrative as a storyline that presents both drawback / answer, or previous / current / future. And, guess what, your providing supplies the reply. Don’t shy from really telling a brief story about how your organization’s services and products will remedy issues on your potential clients. All profitable advertising campaigns obtain this objective.

Subsequent, outline 5 very important messages you need to convey in your video? Cut back these messages to single concepts. Concentrate on sign over noise, because the engineers wish to say.

Outline Your Viewers

This may increasingly sound apparent, however whom are you talking to? Are you attempting to shut model new clients? Are you talking to current shoppers? Are you attempting to create an viewers? What’s the goal demographic of that viewers? Age, gender, ethnicity, geography, schooling, earnings, and many others.

This may aid you with the subsequent step.

Outline Your Voice

Your model, identification, mission assertion, origin story, Net presence, social media presence and your neighborhood outreach will assist set up this voice. Attempt to emulate the manufacturers that do that exceptionally properly: Apple, Nike, Disney.

Generally it’s useful to generate concepts about this voice via analogies. Considered one of my favourite is, if your organization have been an animal, what animal would that be?


You’ll keep in mind this step from highschool English class. Take pen to paper and increase upon the 5 important messages you need your viewers to stroll away with. Bullet level them. Once more, concentrate on sign over noise.

The Script

Lastly we get all the way down to brass tacks.

Creator a Google doc with 3 columns. Place Audio, Video and Graphics on the prime of these columns. Develop your outlined bullet factors into action-verb sentences. These may be spoken by both a voiceover expertise or by on-screen expertise.

Subsequent add thumbnail photographs to correspond to the spoken phrase. These may be your expertise, inventory images, inventory video, your services or products, and many others.. They are often hand-drawn sketches or unfastened placeholders. However they may advance the pondering and pre-visualization of your video. Your Google doc will mature into your information for the reside motion shoot and your post-production processes. The very first thing your editor will ask for is the script!

Then add textual content callouts into the Graphics column to assist the important thing phrases and messaging in Column 1.

Revise, revise, revise.

And share your Google doc with your whole inner stakeholders. Producing a video is a collaborative endeavor. Share together with your most popular video manufacturing vendor. Acquire, combine and iterate on all the suggestions you solicit.

Formatted this fashion, one web page of a script will equal roughly one web page of ultimate video.

Learn your copy aloud. This may aid you hear the voice, pre-visualize the video, and hold you trustworthy when it comes to working size.

TikTok marketing video creation
photograph credit score: Artem Podrez / Pexels


Imagine it or not, your highschool English class curriculum will serve you properly. Dig deep and keep away from passive voice. Embody motion verbs. Use declarative speech. Don’t incorporate run-on sentences. Suppose Hemmingway. And a bit of alliteration goes a good distance.

For those who’re describing one thing technical, take into account your viewers. Communicate to them, not above, and undoubtedly not under.

And you can even depend on that tried-and-true method for a speech propounded by that grasp of rhetoric, Aristotle: inform them what you’re going to inform them, inform them, then inform them what you advised them.

search engine optimisation

YouTube will robotically generate a written transcript of your video. (You can too add your individual.) Google owns YouTube. In order for you your video to rank when it comes to key-word search, be sure you embody these phrases into the physique of the script to assist Google discover and index your messages.

Working Size

As Shakespeare notes in Hamlet, brevity is the soul of wit. Think about the channels and platforms for distribution on your video.

Within the age of TikTok, viewer’s consideration spans proceed to crater. Ninety seconds or much less is the candy spot for a advertising video. For those who’re working over this goal earlier than you begin capturing, you’re together with an excessive amount of data and may refocus in your core messaging and CTA. Keep underneath ninety seconds.

Rent A Skilled Manufacturing Firm

And when it comes time to show your superior script right into a live-action manufacturing, at all times rent professionals.

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