Every video is based on a concept, and thus a script.
ARM Studio is always willing to help its customers outline the project and to take on the script development. Yet, we are even happier when a customer fleshes out and presents his/her ideas in a structured fashion upfront. So, now I’m going to provide you with the fundamentals of a quality promo and explain how to get a script ready for work.
First, decide on the channels for your video and its target audience. Needless to say, a TV commercial can’t be the same as a video for your homepage. The attitude, language, infographics, length and details of descriptive pieces depend largely on the channel and audience needs.
Next, you have to set an approximate video duration. If you are making a review of your company and services (explainer video), two minutes will be enough. If it is a description of a product or a technological process, you’ll need 3-4 minutes. And just 15-30 seconds are required for a TV advert spot.
Okay, the duration thing is clear. And now comes the best part. We have to split our future video into logical blocks. This can be done in different ways, which depend on your marketing strategy, channel, audience, etc. The classic pattern — a beginning, a middle and an end — is not the only scheme here.
The following split, for example, makes sense for a two-minute presentation video:
1. Define a problem (somebody suffers from backache);
2. Come up with a solution (NNN network of clinics);
3. Explain the competitive advantages of your solution (specialists with 20 years of experience and the latest equipment);
4. Fix the topical issues (procedures are carried out thus and thus, painless, seven days a week, within easy reach, family discounts and so on);
5. Underpin the results (state the problem and solution again, packshot and contact details).
Next, you should build up content for every block like it’s a skeleton. Draw up a table of the blocks and start filling it in. Feel free to split the blocks into smaller pieces if required. In case a voice-over is being used, draft paragraphs as if you were trying to communicate your message to the viewer personally, in talking points. Our copywriters will lick it into shape later. If any infographics, captions or explanations are needed, put the corresponding text in the block. An approximate duration of every segment would also be valuable.
Your ultimate task is to draft a narrator cue, based on the table, which will be read as a whole and won’t exceed the allotted time.
So, this is the idea of scripting. I hope it will help those who don’t know where to start. Let’s now talk a little about the video content and how to hold the audience’s attention from beginning to end.
Image is of absolute importance. This is the first thing the viewer pays attention to. If the video is poorly filmed or edited or if animated graphics are messy, the user will hardly last the distance. As for graphics, a higher price is not always better (by and large, that turns out to be the case though). Even a low budget can get you stylish and quality 3D-inserts and captions.
Next, the content. Well, good copywriting is a matter of another post and endless disputes. We trust our own experience only and can tell successful texts from vague and overdeveloped ones. One thing’s for sure: never cheat on copywriting. You’d be better off paying for professional editing once rather than communicating boring or stodgy content to your audience and losing advertising money.
Audio. Many people don’t even have speakers or headphones in their offices to hear audio content from your video. We tend to prepare captions and infographics in advance so that video is fully effective and self-explanatory without sound. But surely, good audio speaks volumes about the project quality.
And last but not least. Dynamics and attention control.
No matter how long your video is, it still should maintain public interest. When a lengthy explanation of a technical process can’t be avoided, invest in cool graphics — make this tiring part more pleasant and engaging for a viewer. Any infographics and captions in the video must be short enough to read and understand.
Ask questions at the beginning, answer them as you go and sum everything up at the end. Public presentation rules are valid for videos for the most part. The only difference here is that we can control the audience’s attention visually. People read from left to right and from the top down — an obvious thing, you would think, but there are still people out there who violate even this rule and have captions and infographics going the wrong way.
Scaling a great deal of information to fit within the targeted time is a matter of expertise, experience and testing. Feel free to call us with any questions. We are always here to help you with your script.