Have you seen the Nescafe commercial about the stuttering boy? What factors contributed to its success and effectiveness? Yes, their script is meticulously planned and analysed. Its heart-warming story, which became the emotional factor, connected the audience throughout the video, allowing them to make an impression on the end viewers’ minds and change their perspective on the product.
If you’ve noticed, at first you won’t know what product is being advertised, but as the story progresses, the product is gradually introduced. The ad concludes with the stand-up comedian thanking Nescafé for his success, saying, “Thank God for coffee.” It both kept me going and you awake.” Initially, the video received positive feedback from viewers when it was only shared on social media. This is what scripting is capable of. A well-planned script can make or break your video.
WHAT IS SCRIPTING?
The process of writing stories in the screenplay medium is known as script writing (or screenwriting). Scriptwriting is the process of writing down the movement, actions, expressions, and dialogue of the characters in screenplay format. Writing a novel, a poem, or an essay is a completely different process than writing a script. Specific formatting methods are required to effectively express yourself for the screen. The screenplay format is used to visually express the story. Scriptwriters and screenwriters create material for the film, television, video games, and, more recently, online web series. Scriptwriting can be done for pay or on the side in the hopes of selling the screenplay or finding an agent.
Therefore, some points need to be kept in mind before scripting a Video:
1. Clear your Goal
You should know the purpose of making the video. There should be a story that should relate to the video and your targeted audience. Before you write, outline the goal and identify the elements of your videos.
2. Keep the explainer short
The video should be short and simple. It should explain the purpose in one go and should not confuse the audience. The video should be scripted in such a manner that the message should be conveyed properly without hurting one’s feelings.
3. Right Selection of words
There should be a ‘YOU’ factor in the video. The video should always address the viewers using personal pronouns like “you” and “your.” One way to engage them is to show them that you care about them and the things they care deeply about.
4. Have a story
Facts, statistics, and definitions are okay for classroom teaching where students have no option rather listen. But here, viewers have the option to switch to other options. So there should always be a story, the better the way you tell the story the more likely to make the customer understand what your company is offering them.
5. Use humor wisely
Humor is a great tool for storytelling and there should be some humor to engage the audience, but it should.
6. Review from a Customer Perspective
Once you have scripted your story, the next step is to analyze and look from the end viewer’s perspective. You have to see whether they will understand the concept properly as presented to them and whether it is relevant to customers. Even though your objective is to promote the brand, its success relies on whether or not the viewer connects to it.
SCRIPTING THE VIDEO :
It starts with an idea. The idea should be well formulated in the mind and should be scripted down and workshop your ideas till you are confident about it. It is also preferable to gather your sample audience and get feedback from them as at the end of the day the end viewers should like your video, not yourself.
MAKING OF VIDEO :
It is done in 3 phases:
1. Introduction
Think from your perspective, if the start of the video is not interesting then will you proceed to watch it further? So the first 15-20 seconds play a crucial part to grab attention and avoid them to switch to other videos. You should buy the audience in the early part of the video by giving them the purpose of watching the video over other videos.
2. Body of content
The main phase of the video is where the actual message is delivered. It gives additional information about the product. Here you have to brand the product and maintain the audience. This is the most important part of the video as it is that part of the video that the audience has come to watch. It will also help user engagement if you add some kind of call to action at the end of the introduction or beginning of the body of content like asking them a question and requesting them to leave a comment below.
3. Call to action
After providing the viewer with information, the next thing is to tell them the call to action. It will be a waste if you provide them with all the product information but don’t tell them the availability of products or sites to make the purchases. So the video should end with the call to action information.
That is what you need to start writing a script for your next videos. If you need any guidance related to Scripting, feel free to reach us via mail or contact us over call.