Here’s a cold, hard fact for you: video content generates more clicks, traffic, shares and sales than written content.
That might be an odd thing to hear from a copywriting agency, and it’s not to dismiss the value of the written word – a good marketing strategy should contain both, of course. But, today, more and more marketers are adopting a video-first approach to their campaigns. And for good reason.
For a lot of people, video is just a more accessible way to consume information quickly. And it’s a habit we’re already familiar with. In fact, it’s estimated that people will spend 100 minutes a day watching online videos by 2021.
There are measurable returns, too. A full 87% of marketers that use video say it has increased traffic to their website. And 95% claim it has increased user understanding of their product or service. (96% of people have watched an explainer video to learn more about a product or service.)
However, what I’m telling you isn’t a secret. Right now, 92% of video marketers feel the level of noise and competition has increased in the last year. So, the challenge isn’t just creating videos that your audience love, but creating videos that stand out in a world of video content.
The big question, then: how the hell do you do that?
Well, all great videos start with a script, and at Radix we’ve spent years perfecting the art of writing scripts that cut through the noise and speak to your audience. Along the way, we’ve learned there are five things that every B2B video script must contain.
1. The ideal structure
A video can be used for all sorts of reasons in B2B marketing. It can be an advertisement, a case study, an explainer or a deep dive into the specifics of your product. But regardless of the purpose, having the right structure is key to delivering the information with impact.
At Radix, our writers know story structure inside out – whether it’s applying the traditional three-act structure to a case study video, or knowing the best way to frame the story of your product or service, so your audience sits up and takes notice.
The techniques we use can be traced back to Aristotle’s Rhetoric – an ancient exploration of the art of persuasion that’s well worth any writer or marketer exploring.
2. A perfect balance of show and tell
Video is a multi-dimensional format and a good script has to describe what your audience will see and hear at all times.
As with all good writing, the rule of thumb when scripting a video is “show don’t tell”, but knowing how to get that balance right is a fine art.
Just like in films, long chunks of exposition will stand out a mile off, so finding an interesting and visually stimulating way to impart information is at the heart of any good video script.
3. Access points for directors, animators and voice-over artists
The script is just the very first stage in your video process. Once completed it will be passed on to a director or animator whose job is to interpret your script and bring your video to life.
For that reason, it’s important your scriptwriter is able to convey their visual ideas clearly and concisely. A familiarity with screenwriting language is a big plus here.
4. Sharp, succinct timing
By far the biggest challenge in writing a video script is writing to a tight timeframe.
Every second of animation or live video costs money to produce. More to the point, your audience doesn’t want to bed in for a three-hour epic. They want to be told what they need to know as quickly as possible. Each frame needs to pull its weight.
Writing a script that’s simultaneously concise and engaging – and still delivers all the required information – is a skill that comes with experience.
5. An in-depth understanding of your audience
This applies as much to any kind of B2B marketing as it does to video, but knowing the audience you’re speaking to – and what their challenges, wants and needs are – is integral to producing an engaging piece of work.
Before they put pen to paper, your scriptwriter should have a good understanding of the industry your targeted persona works in, where they are in the sales funnel, and what it is they’ll want to take away from watching your piece.
The more direct you can be with these messages, the more likely your video is to result in clicks, shares and conversions.
It sounds like a lot, but we can help
At Radix, we have years of experience writing video scripts for organisations of all sizes in all industries, and for a wide variety of purposes – from five-second social media GIFs to product deep-dives.
To learn more about the services we offer, visit our scriptwriting page.