Creating a marketing video has just as many important elements as creating a film for theaters. And part of that comes in the realization that your script is going to be the real heart of your video that can’t be cloaked by any special effects or camera tricks. You have to sit down and hone a script that’s both entertaining and informative. Most of all, it has to take on the most significant challenges: Keeping things short and simple.
Creating a Short Introduction Showing Your Key Message
You should never wait until the end to state your key message in your marketing video. It has to be done in the first 10 seconds by either asking a question or stating what the purpose of your business is. Part of that key message should state exactly what your business does that will benefit those watching. Will a product you’re selling solve a major problem in their life?
If you can make this terse in the narration or through someone talking directly into the camera, you’ll be able to capture immediate interest. That interest grows if you create an actual story in your script rather than going by routine to show the whys and hows behind you product.
What Kind of a Story Should You Have?
Comedy will always go over well, even though you and your staff have to make sure not to offend anyone with anything overly biting. It’s best to keep the comedy light and family friendly so you can capture the widest demographic when viewed on your website or social media. Even if you decide to scrub comedy, there should be a narrative that leads to your product being used in some capacity. Finding a natural way to incorporate your product into a storyline so it doesn’t look forced is also something to think about.
In your storyline, you need to incorporate the solution your product provides. Showing that solution as the ultimate outcome of your plot will also leave a lasting impression. Be sure to repeat your core message in your script and mention your brand name several times without making it obvious.
All of the above can probably be done in less than 5 minutes with a simple plot line. Remember that keeping the dialogue short and witty usually goes over well with most audiences to eliminate lengthy expositions about what your product does.
Your Call to Action
Calls to action might be one of the most overused parts of not only marketing videos but also blogs. Nevertheless, you have to have one to incite people to visit your website and buy your product. Your marketing video should incorporate that in some creative way. Having it as part of a storyline can give it a more indirect touch so it doesn’t sound like a sales pitch. Even showing a character in your story visiting your website helps provide a psychological response in showing other people taking the action.
Your Ending
After providing the call to action, give a memorably funny or ironic ending so you’ll leave your viewers wanting more. In fact, if you receive comment that they want more, you can turn your marketing video into a series that can gain you more publicity, views and shares throughout social media. It wouldn’t be the first time a corporate marketing video has been turned into a popular series that’s digestible in short and meaningful segments.
References:
http://www.brainshark.com/ideas-blog/4-scriptwriting-ideas-for-online-video-marketing.aspx
http://tweakyourbiz.com/marketing/2013/07/24/6-tips-for-an-amazing-explainer-video-script/
http://www.magnetvideo.com/content/tips+for+writing+a+compelling+marketing+video+script/20616