With so much video content on the web, businesses are realizing how much more effective and engaging it can be. Granted, some of the appeal that video has comes from the “actors” being authentic. The sensationalism of unscripted reality content
seems to capture the attention of more viewers because it gives a sense of realism.

With so much video content on the web, businesses are realizing how much more effective and engaging it can be. Granted, some of the appeal that video has comes from the “actors” being authentic. The sensationalism of unscripted reality content
seems to capture the attention of more viewers because it gives a sense of realism.

Structure, Structure, Structure!

When it comes to video production, there must be some sort of structure. Shooting video costs money! It takes time to get the lighting and shot just right. Truthfully, there are times when that can take up most of the day. So now we’ve got the lights. We’ve got the camera, and now…ACTION! It’s the actor(s) queue to deliver a flawless scene.

Without a script, you may have a roll of someone sitting there jabbering on about nothing! Not everyone can adlib well! Remember that.

Even if they could, what is the goal of this production? I don’t care if it’s a 30 second video for Instagram, a YouTube tutorial, or a full-blown feature production. What’s it about?

Enter the Scriptwriter—Thank you very much!

When shooting video content for your business, while the idea of being unscripted seems like a creative idea, your end result could be a hot mess! Even your TV reality shows have structure, no matter how ratchet they might be!

First of all, you need to determine the purpose of your video and communicate that to your production company. The more detailed you are about communicating what you’re trying to portray to the audience, the better job your marketing team will have of producing exactly what you want.

So What Does This Mean?

It means, that you must be transparent about want you want. It starts with going back to the basics and asking yourself: What is the objective of my video?

• Do you want it to go viral?
• Are you trying to bring awareness to your product or brand?
• Are you trying to land a hard sale?
• Is this an instructional video?
• Do you want an informative corporate video?
• Is this just for pure entertainment?

You may find that selecting one of the above options isn’t all that simple. Perhaps you want to bring brand awareness to your product or services…and if they want to reach out to you, that’s not a bad idea either! Maybe you’ve got a different type of strategy and want to produce content that’s going to go viral, or maybe your thinking of a humorous instructional video that has the potential to go viral.

How in the World Do You Plan on Doing That?

Sure there are several videos out there that are unscripted and have gone viral…and that’s painfully obvious!

As a professional business trying to attract clients, you don’t want to do this! Your overall objective is to make more money and in order to do that, you need to get your audience to first know what your business/brand/service is, what it does, how it can benefit them, and why they need it, and most importantly, how quickly they can get it!

This all can be done with video, but you’ll need a good scriptwriter first!

Try to go rouge without one if you want. It’ll be like starting a conversation with a stranger at a mixer, because you’re just waiting in line for something, and you walk away from it wondering where the last 5-10 minutes of your life went.

Don’t do that to your viewers.

Here’s Why You Need a Structured Script for Your Business Video

A structured script can be strategically written to address the psychology of your audience. By nailing down what your main objective is, the scriptwriter can take that goal and begin an intensive analysis of what kind of audience might be interested in your product or service. The next step is to research this demographic thoroughly and draft a narrative that will quickly attract the viewer’s attention and keep them engaged long enough to execute a strong call-to-action.

With the right kind of writer (and actor), a structured script can come off just as natural as if there were no script at all.

Integrating Structured Scripts with Social Media Platforms

When you’re scrolling your social media platforms, think about what attracts your attention. First, it’s much more likely to be a visual that makes you stop scrolling and if what you see is interesting, then up comes the volume. This is when that content is going to sink or swim!

It goes back to this:

What are YOU talking about, and what’s your point?

And this…

And it better be good!

What If There’s No Dialogue in My Video?

So what if your video doesn’t require a narrative?

You still need a plot.

There still needs to be a beginning, middle, and end to a story in every business video no matter how short it is. After all, there’s a message you’re trying to get across in a passive-aggressive way, and THAT takes an exceptional amount of skill because no one really likes being sold to.

When it comes to video content, especially for social media, you need to be pretty clever with how your message comes across. What better way to do that than with a professional writer to create your script?

So, with all of that said, you really do have only one shot to make a first impression.

Don’t mess it up.

Looking for a scriptwriter? I might know a guy. Send me a message and I might be able to point you to the right person.