If you’re a marketing professional, you understand the value of copywriting.
Meet scriptwriting, her twin sister!
Video is great. It offers low-effort consumption, it’s global, our brains love visual content, and there is simply so much of it. Cisco Visual Networking Index (2015 - 2020) predicts that by 2020 almost one million minutes of video content will cross global IP networks each second.
There’s more video online than you could watch in a lifetime. But there’s a business angle here: it's not only prevalent, but increasingly vital.
According to Hubspot, 52% of marketers worldwide herald video as the type of content with the best ROI. Major brands are already onboard, just look at soft drinks. Red Bull TV is live-streaming a score of content across mobile devices, connected TVs, gaming consoles etc. and Pepsi has been operating an in-house content studio that puts filmmaking in the hands of marketing creatives. Kristin Patrick, svp of global brand development at PepsiCo, estimates that the company creates 400 pieces of digital video and content a year - including YouTube films, social videos and photos.
Although, admittedly, feedback hasn't always been entirely positive...
To get your products or services in front of the right people at the right time, you need to up your video game.
Scriptwriting is a crucial part of the pre-production process. It helps keep your film project on point. If you're going to invest in video, you need to focus on script. I've written before about the importance of storyboarding, and the two activities work in tandem.
This post by Column Five is really helpful if you are ready to put your writing hat on.
A great brand video starts with a great video script. Voiceover, music, visuals—these devices enhance your story, but that story needs to be on paper first. For that reason, there’s a great deal of responsibility at this stage of the video production process. The good news is that you can write an exceptional script easily, as long as you follow the right steps. Next time you need tackle a video script, here’s what to do to make sure it’s a success. 1) OUTLINE YOUR GOALS An outline is a useful framework, but to build that, you need to know exactly what your goals are. Before you write, identify the elements that will influence your story. This exercise will help ensure that your narrative doesn’t stray too far from your goals.