Producing Quality: How to Make a Corporate Video Script That Sells

Style changes frequently, and in the world of corporate videos, you never want to be seen as behind-the-times. A well-written script is just one of the ways you can ensure this doesn’t happen. Let’s look at some of the things an excellent script can do for your corporate video and your company.

The art and creative team can make a video look great — but without a solid script, the video won’t perform well. If your viewers hear outdated phrasing or a lack of a solid concept, they aren’t going to stick around to get your message.

The perfect corporate video script will be:

• Attention-grabbing
• Informative
• Concise
• Engaging; and
• Interesting

Once you have a great script in place, all of the other pieces should come together naturally.

Any effective corporate video script will include at least one call to action. In the world of marketing, this is a communication to the audience that is designed to bring about an immediate response.

Some results of a good call to action could be:

• Purchase of a product or service
• More subscribers signing up for a newsletter
• An increase in conversion rates on a website

The best call to action examples are succinct and use strong or suggestive verbs. They get to the point and let the audience know what they should do. Persuasion is key to the success of your video and your company.

So what are the elements that go into writing a corporate video script that is just right for your company? Let’s explore some tactics that will get you there every time.

You can’t say everything you want to communicate to your audience in one video. We’ll discuss ideal length later, but one important component of corporate videos is the Video Completion Rate. Also known as the View Through Rate, this is the percentage of videos that play to the end.

Retention rates on any kind of video drop off after the first minute, so if you try to put too much content into your message your audience probably isn’t going to see it. 

It’s better to define your goals and put your top priority into one video. Once you have success with that, you can go on to create other messages for the public.

A brief is a guideline for your marketing campaign. If you don’t know where you want to go with your video, it’s going to be difficult to create a script for it. Going through the brief-writing process first helps you understand your audience and think through what you want to communicate to them.

Some things you may want to consider when creating your brief are:

• The purpose of the video
• The action viewers should take after viewing it
• The makeup of the target audience
• Your product, service, or message
• What value this video will bring to your audience; and
• How it will be distributed.

As you can see, there are many components to consider. Laying this all out ahead of time will help you tremendously when it’s time to write your script.

If there are …

• Pieces of verbiage
• Acronyms
• Taglines; or
• Phrasings

… that your company commonly uses, you should identify these in your brief and make sure they are explained well — yet concisely — to your audience. 

Viewers won’t be able to respond the way you want them to if they don’t understand what you mean.

Just as the look of a video can cause people to see it as dated, the language used can do the same thing. 

There are frequent changes in …

• Styles
• Themes; and
• Presentation

… in the marketing world.

Even if you have strong existing videos, you want to refresh your concept regularly to keep up with the times, and the language used is part of that. If viewers hear outdated slang accompanying older-looking footage, they aren’t likely to take your message as seriously as they would if you keep it fresh and new.

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For a corporate explainer video, you don’t want to follow the traditional method where you present your information, present your business, and then have a call to action. Because of the drop-off we mentioned in the Video Completion Rate, we find that the most effective corporate video scripts have the call to action positioned at the beginning — where you still have 100% of your viewership engaged.

By presenting this message early in the video and creating a sense of urgency to respond right away, you are more likely to have your audience react in the way your company desires.

Brand voice is the distinct tone a company takes on in its communications. Even if you already have a strong brand voice, the components of your corporate video should match your audience and resonate with its members.

Brand tone can shift when moving between different viewers. For example, a video meant to convert an executive to approve a purchase order would have a different feel than one trying to get an average customer to sign up for a service.

Always remember that you’re selling to actual people, not faceless businesses. Let that guide you when creating your script.

The Video Completion Rate is higher for shorter videos, so ideally the length of a corporate video should be between 45 and 90 seconds. That may seem incredibly short, but with the right script, it’s plenty of time to grab a viewer’s attention and get your message across.