Script perfect: How to write an engaging script for a corporate video
Video is a great way of engaging with clients, but a polished script will ensure that they don’t switch off
Use of video in content marketing, like the one above, is on the rise and is set to increase. IT systems provider Cisco, for example, believes that mobile video will account for 72% of all mobile traffic by 2019.
But is this really a surprise? Who wouldn’t rather spend two minutes watching a short video explaining a technical concept rather than ten minutes scanning through dense text?
And it’s never been easier to create a cost-effective video and distribute it to your clients.
But whether you are producing introductory video biographies of your firm’s directors, or slightly more technical pieces, it pays to produce a script beforehand to ensure that your video engages clients and peers rather than prompts them to turn off.
A script should get straight to the point
Whether the dialogue is delivered to the camera, or as a voice-over, you want to engage the viewer as quickly as possible. For example, if you are explaining changes to the way dividends are paid to small businesses, don’t waste time talking about the history of your accountancy firm.
Tone the script towards your audience
Like any other piece of content marketing, you should ensure that the script is targeted towards your audience. Therefore you should be using language that is comprehensible and relevant to them.
Try to limit jargon, without dumbing down, and make the script as natural and conversational as possible. If you use acronyms, ensure that you spell them out on the first mention.
Script every word
Even if you are talking about a subject that you live and breathe, it still makes sense to have a full script rather than bullet points. If possible, have the script visible to you on a tablet or laptop when you are filming.
This will prevent you from stumbling over technical terms and having to film numerous takes.
At best, this could be a waste of time for your colleagues who are involved in the recording of the video. At worst, it could mean going over budget if you are paying for a professional film crew.
Read through the script as many times as possible
While it is unlikely that you will have the cast and crew of a Hollywood blockbuster, it makes sense to have several practice read-throughs before it comes to the recording stage.
For a start, you can eliminate any tricky parts that seem fine on the page but prove difficult for the narrator when they have to say them out loud. You can also refine any sections that sound unnatural, or robotic, or that might send the viewer to sleep.
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