Video content is no longer an option: It’s a necessary element of any successful marketing strategy.

The good news? Your audience wants to see more videos from you, and they engage with them at higher rates than other types of content. Email open and clickthrough rates improve when the word “video” is used in subject lines, and 4X as many people would prefer to watch a video about a subject than read about it.

Start with a brief that allows you and your team to document the answers to the most important project questions, so everyone involved in creating the video can get on the same page. Your video message and objectives need to be clear.

Focus on your goals, topic, and takeaways when developing your brief.

A brief doesn’t have to be fancy, nor does it have to follow a specific formula, but there are several key questions it should address to craft an effective video script.

• What’s the goal of this video? Why are we making the video in the first place?
• Who is the audience of this video?
• What’s our video topic? (The more specific, the better. For example is it for enrolments or promotion of your Alumni or Master Plan?)
• What are the key takeaways of the video? What should viewers learn from watching it?

1. Write your script.

Once you’ve picked a topic, it’s time to write the script. As in the brief, the video script doesn’t have to be fancy. You’re not trying to submit this script for assessment. Its purpose is strictly functional. A good script makes it easy for the people in front of the camera to get their messages across while sounding and acting naturally.

2. Write conversationally

A script doesn’t just include dialogue. If your video requires multiple shots, characters, or scenes, include these details. Be sure to include any necessary information about the set or stage actions, such as locational changes.

3. Write for the audience and the platform.

Is your audience made up of young teens, middle-aged professionals, or Alumni? Will your video live on Instagram, YouTube, or your website? Make sure you’re keeping it conversational for the people you’re trying to connect with, and infuse humour, tone, and inflection accordingly.

4. Differentiate the main narrative from, text overlays, and voiceovers by using different formatting or callouts.

If your video tranistions from the subject speaking the primary narrative to a close-up shot of your product with a text overlay, you’ll want to identify these in your script, so anyone who reads it knows what’s supposed to be read on-screen — versus incorporated into the editing process.

5. Script every single word.

We suggest scripting every last word. Trust me doing this will keep you organized during filming and save you loads of time later editing.

6. Make it brief.

When it comes to marketing, shorter videos are more compelling than longer videos, and to make short videos, you need a short script. Don’t write a script any longer than two pages. If you can keep it to one page, even better.

7. Do a run-through.

Ensure that you have run through the script and timed the spoken sections.

Follow these easy steps and, your next video project will be a great success!! Planning is everything don’t leave it to chance.