Marketers may not have set out to make movies, but video is a powerful asset to add to any marketing strategy. But not just any video will do.
You’ve got to create a video that speaks to your target audience, holds your viewers’ attention, and effectively communicates your brand’s key messages. For that reason, marketers need to know how to write a good script that serves as a starting point for video production.
Video script templates are a helpful resource to have on hand when you start your next video project. Below, we’ll dive into what you need to have in your script if you want your video to really stand out and provide you with some templates and examples you can use to get inspired and start writing!
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Elements of a standout video script
There are many different approaches to writing a great video script. While some people prefer to write their marketing video scripts like a movie script with visual details written alongside the dialogue, others prefer to organize the script visually by using a table or including a storyboard.
Regardless of your chosen script format, there are a few common elements of great marketing video scripts:
Clearly outlined visual and audio elements
When it comes to videos, the script isn’t just about what’s being said on camera or in the narration. You need to include both the visual and audio elements in your script to show how the two work together to tell a complete story.
There are different ways you can do this in the actual script. You can include the details within the text like this article from HubSpot:
You’ll notice the visual elements are right alongside the voiceover details and sound effects. This is a great option for talking head videos where one person is talking, as it makes it easy for them to recognize the visual cues and incorporate them into the video in the right spots.
Another option is to use two separate columns, lining up the video details with the audio script like this example from Biteable:
Each shot or scene can have its own row so there is a clear understanding of the scene change. This is a great option for videos that are being created by different team members. The audio script might be used by the person doing the voiceover, while the visual script may be important for the person editing the clips together.
Clear, concise dialogue
People have short attention spans. That’s why it’s essential to stick to just the dialogue you need to use or the details that you must include for the viewer to understand the content. This doesn’t mean the video has to be devoid of personality. However, you’ll want to trim the fluff before you start recording.
One of the best ways to make sure your script contains just the necessary details is to create an outline before you start writing. An outline will help you stay on track while discussing the most important aspects of the topic.
To create an outline in Jasper, you’ll choose the “Video Script Outline” option from the Templates section. Then, include your video title or topic as well as the tone of voice you’d like for the video.
Jasper will generate multiple outputs for you to choose from. You can choose the one you like best or mix and match, taking the sections you want to use to create your own unique outline.
Here’s an example of a video script outline for “5 Ways to Increase your LSAT score in 2021”:
Short, catchy hook
The hook should grab the reader’s attention in the first 15 seconds of the video. Even though it’s short, it’s a vital part of the video as it helps the viewer understand whether they should watch the rest of the video or move on.
Not sure how to get started? You can use Jasper to create video script hooks and introductions in seconds. Just enter the video title and the tone of voice, and voila! You’ll have different options for your video hook and introduction.
Here’s an example from the “Video Script Hook and Introduction” template in Jasper:
Clear call to action (CTA)
A clear call to action is essential to include in your video script. You need to make it clear what you want the viewer to do or where you want them to go next. The CTA should inspire them to act on the information they’ve just watched. This can be a call to make a purchase, download a resource, start a free trial, or even just follow your YouTube channel.
Be sure to use clear and concise language so there is no question or confusion about what they should do next. For example, rather than, “we’ve got other tech tip videos on our YouTube channel,” you can say something more clear and specific like, “Check out our video on how to use AI writing assistants to write your blog posts!”
6 video script templates (with examples)
Here are video script templates for the six most common types of videos:
1. How-to video script template
If you want your how-to video or tutorial to be effective, you’ll need to make sure that it breaks down the process into steps that the viewer can follow along with. Don’t include too much instruction or information in each step. You should also signal when you are moving to the next step with transitional words.
Clearly state what you’ll be teaching the viewer how to do. Make sure they know why it’s valuable to learn!
Introduce the topic quickly
Go through each step in the process, including any details necessary to help the viewer understand how to do it.
Call to Action
Include the next step. Whether that’s telling them where to go for help, pointing them to another resource, or inviting them to try your product or service, your CTA should be clear and concise.
Here’s an example from InVideo of a good script that breaks down how to blur moving objects in videos:
One reason why this script is such a great example is that the speaker uses transitions to make it clear when they are moving on to the next step. Words like “first,” “second,” “next,” and “finally” signal to the viewer that the next step is coming, so there will be a new direction. This helps keep viewers engaged and on the same page.
Also, for each step in the process, there's clear instruction for what should be shown on video to correspond with the voiceover. This is especially important because sometimes the person putting together the video clips is not the same person doing the voiceover. Having both directions clearly written out in the script makes it easier for the whole team.
2. Educational video script template
The most important thing to remember when creating an educational video script is that it needs to be digestible. Most viewers don’t want to watch an hour-long lecture, especially if the video is on your website service or product page. Instead, try to focus on 3-5 key takeaways that you can concisely give the viewer.
Here’s an educational video script template you can use:
Grab the reader’s attention, and clearly identify what they will be learning in the video.
Quickly introduce the topic. Be sure to include why it’s important so viewers know why they should watch the whole thing.
Provide 3-5 tips, facts, or other kinds of takeaways. Give a short bit of context or background and go straight into the takeaway. You want to keep these rather short, so only provide the necessary details.
Call to Action
Where should the viewer go next? Do you have an additional resource they can view? Want them to join your email list? Clearly communicate their next step here. You may even want to embed a link in the video so they can click it and go!
Now that you’ve got the template, let’s look at an effective video script from Wistia:
This example follows a similar script format as it breaks up the topic into 3 clear takeaways. This makes the video content more digestible for the viewer, making it easier for you to get your message across.
In the formatting of this script, there are clear indications of who is speaking in each section of the video and what they are saying. There are also clear callouts that indicate what should be happening visually throughout the video. The video text is bolded, and there’s a note when a link should appear in the video.
3. Video testimonial script template
While some video testimonials are unscripted, testimonial videos that present the entire client story or case study should be scripted. These types of testimonials are typically longer than the ones you might get from customers singing your praises. They include a lot of important details to really tell the customer’s story from beginning to end.
Here’s a video testimonial script you can use for a case study or client story:
Introduce the client and provide a few details that offer context for the testimonial, such as who they are or what their company does.
For this section, you can ask the client in an interview format or just have them summarize where they were before they used your product or service. What pain points were they looking to solve for? How did it impact them?
Ask the client about the results they experienced using your product or service. Have them include specific statistics or metrics if possible.
The client should explain how using the product or service to get the results they did has impacted themselves or their business in a significant way.
The client should wrap up the video with some details of the overall experience of working with your company or using your product. Then, include where they should go next either in the voiceover or in text.
Here’s an example of a case study video script in an interview script:
In this example, you can see that what the client is going to say isn’t actually scripted. Instead, there’s a summary of what the person will cover in the client interview. By allowing the customer to speak candidly about the experience (instead of giving them a script), the testimonial will sound more authentic and genuine.
4. Product tour or explainer video script template
Much like the how-to or educational video, explainer videos need to break down the topic into smaller chunks of information that are easier to understand. Avoid bogging down the viewer with too much information or irrelevant details, as it can detract from the main point of the video, which is to offer an overview of a product, service, or concept.
Use this explainer video script to get started:
Describe what you will be explaining in the video and why the viewer should care about this topic.
Take the viewer through 3-5 points that guide them through the product, service, or process that you are explaining. Keep these concise, and don’t include any unnecessary information.
What should the viewer walk away with? Reiterate the importance of what you have explained. Then, include a CTA that brings them to the next step in the journey, whether that’s to buy something or get additional information.
Here’s an example of a product tour video script:
This script includes all of the elements of the template. It opens with a quick introduction that tells the viewer what the purpose of the video is. Then it dives into each feature, quickly and concisely, only including the most important details about each.
This format makes it easy to see what is happening in both the audio and video by separating the script into two different columns. If you’re a visual processor, this could be a great way to structure your own video scripts, no matter what type of video you are creating.
5. Brand promotion script template
Brand promo videos are multipurpose. For example, they could explain your core values and mission to potential and current customers. Or they could showcase your company culture to attract top-tier talent. No matter what your goal is, here’s a template you can use for this script type:
Rather than giving a prepared speech, try to make your intro feel as authentic as possible, perhaps by sharing raw customer or employee comments. And make sure your brand personality comes through.
Dig deeper into your message for the video—core values, culture, vision, unique value proposition, etc. Focus especially on the aspects of those things that your target audience values.
If appropriate, state a direct call-to-action such as “Visit our Careers page today.” Otherwise, highlight the key takeaway you want viewers to leave with.
As you can see from the script below, the Life at Uber video follows this format. It starts off with brief but attention-grabbing descriptions of the company and leads into more detailed comments from happy employees. And, while there’s no direct call-to-action at the end of this video, the next step—applying at Uber—is alluded to by many of the employees being interviewed.
6. Video announcement script template
Lastly, video is a great format for making company announcements such as product or feature launches. What does an effective video announcement script include? Here’s a simple, 3-part template you can use:
Whether you immediately introduce the big news or use another lead-in, you need an attention-grabber. Something that will spark curiosity, generate excitement or tug on viewers’ heartstrings.
Get to the meat of your announcement, being sure to explain why viewers should care or how it affects them, if at all.
Wrap up with an appropriate conclusion. Depending on the announcement, this could be a call-to-action, an estimate of when additional information will be available, or a thank you to your customers, etc.
ClickUp’s announcement video for the “When it Clicked” podcast uses this format.
At less than 30 seconds long with nearly 500 likes, it goes to show that your scripts don’t have to be long or elaborate to be powerful.
Want to write video scripts faster?
If you’re creating a lot of video content, then you know that the scriptwriting process can be time-consuming. Jasper can help you write video scripts faster by enabling you to quickly create video outlines and hooks in just seconds.
Jasper also offers AI writing templates for video topic ideas, titles, and descriptions so that you can save time throughout the video production process.
Want to see for yourself? Sign up for Jasper today, and you’ll be ready to go in just 2 minutes!