Today, we open the doors to our universe. Our objective? Guiding you through the writing or validating of a video script, an art in its own that needs to be mastered in order to achieve maximum efficiency. Writing a video script proves to be a very complex exercise that requires a method. In fact, it’s not just about handling the words well and fixing the esthetic to create a quality video. The art of writing a video script is based primarily on the synthesis and clarity of information to get a video that can be understood by all audiences.
So don’t worry, Studio Gepetta is here to give you some tips and help you to become the undisputed master of the video script or, at least, to have a good eye to validate a script written by an agency.
Step one: know your target audience
Above all, the video script must be based on a perfect knowledge of your target audience. Wanting to privilege creativity and originality, we sometimes forget the main point. As a result, the video does not meet the expectations of the public! So, let’s take the time to identify the problems and goals of our target audience to create the right content that will meet their expectations. Understanding the problem is therefore the first step to getting in touch with your target audience. A problem that you are able to understand in order to propose THE solution. If this first step is respected to the letter, then mission accomplished! Keep in mind that empathy must be the keyword of a good writer.
How to get into the character of the target audience?
To understand and reach your goals, you have to ask the right questions. This is all the creative marketer’s job! What is the message I want to convey? And my target market? What is their need, their expectations? And what feeling do I want to convey through the video? What impact should my video have?
Step two: the investigation
The second step is all about researching. The customer’s briefing may sometimes make way for some questions or misunderstandings. Us writers, we have to become journalists and go search for the missing info. A good « roteirista » must have a vision and sharp knowledge to develop a flawless script. In order to become a real expert on the theme, you have to open your horizons for possibilities both internally and externally by focusing on current events as a whole. Wake up the Sherlock Homes in you!
Step three: choose your script structure
According to the analysis made beforehand, comes the step of choosing the structure. Wanting to make our creativity speak, we often forget the main objective. What are the expectations of my client? It is sometimes better to follow a classic structure without frills but that does not lack efficiency. Simplicity is not incompatible with originality!
The classic structure is also widely elected by Hollywood cinema. But what is a so-called classic structure? It is based on a 3-act script: the beginning, the middle and the end. And again nothing simpler! The beginning act introduces the characters and their problems that will constitute the main theme of the story, the middle act reveals and explains the heart of the problem and the final act solves it! Nevertheless, if the purpose of your video allows you, you can still be imaginative. The « storytelling » or the « use case » can be great allies to create personalized and original content that will fit perfectly with your company’s image.
Step four: prioritize your info
Before you let your creative soul talk, you have to clarify your information and put it in order. Like a railroad, the video script must be fluid to be understood by all audiences. This step of prioritizing the info involves a good mix of clarity and humor to get a perfect script. The key to success lies first and foremost on the balance of texts.
Step five: time to write
You can finally start writing the script. Pay attention to the length of the texts and the tone used. The video script is a real editorial art that requires great precision and undeniable strictness. Do not exceed the time allowed by the client, find the right tone and the right words to address your target audience and capture their attention, these are the concerns of a good “roteirista”.
Step six: proofread (1000 times if necessary)
We can never say it enough, the proofreading must be the master word of the writer. Typos happen quickly, be patient and take the time to make sure nothing is left to chance. A step that may seem trivial but thait is e.s.s.e.n.t.i.a.l.
Finally, let’s not forget that the video script is part of a universe in its own that must be mastered for us to get the best out of it. It is essential to know the workings of the audiovisual world to design a quality script. Plan values, vocabulary and audio-visual language, point of view and camera angle … All these parameters are essential to the good writing of a script. And yes, the video script is a literary art that can not be improvised.
Ready… Set…. Write!