Why Planning & Scripting Are Essential
Before you ever hit “record,” successful video marketing starts with two foundational steps: planning and scripting. While video is a visual medium, its impact is driven by clarity, structure, and storytelling — and none of that happens by accident.
Whether you’re creating a 15-second Instagram Reel or a 5-minute product demo, planning and scripting help you define your goals, organize your message, and keep viewers engaged from the first second to the last.
This lesson will walk you through a complete process for planning and scripting high-performing marketing videos — including tools, techniques, and real-world examples.
Part 1: Video Planning — The Blueprint Behind Every Great Video
Planning is where strategy meets creativity. It involves identifying your audience, defining the message, setting the goal, and selecting the format and platform. Here are the steps:
1. Define the Purpose & Objective
Ask: What do you want this video to accomplish?
• Awareness: Introduce your brand or product
• Consideration: Educate, inform, or compare
• Decision: Drive conversions, sales, or sign-ups
• Retention: Onboard or engage current users
Example: A B2B software company creates a video to increase free trial sign-ups. Their objective is conversions — not just views.
2. Identify Your Target Audience
Who will watch this video? Consider:
• Demographics (age, profession, location)
• Psychographics (interests, pain points, buying behavior)
• Platform preferences (TikTok vs. LinkedIn vs. YouTube)
Tailor your message and tone accordingly.
3. Choose the Right Video Type
Based on your objective and audience, pick the best format:
• Explainer video for simplifying a concept
• Tutorial for onboarding
• Social video for brand awareness
• Testimonial for trust-building
4. Select the Platform & Format
Video design varies by platform:
• YouTube: Long-form, horizontal, SEO-driven
• Instagram/TikTok: Short-form, vertical, quick engagement
• Website: Mid-length explainer or demo
• LinkedIn: Professional, informative tone
Each platform has unique duration limits, aspect ratios, and best practices.
5. Determine Key Message & CTA
What’s the core message? What should the viewer do next?
• “Sign up for a free trial”
• “Learn more on our website”
• “Download the app today”
• “Subscribe to our channel”
Define one clear call-to-action and design the script to lead toward it.
6. Create a Video Brief
Your video brief should include:
• Goal of the video
• Target audience
• Core message
• Tone and style
• Duration
• Format and platform
• Call-to-action
• Visual references or mood board
This becomes the master document that aligns the team, from scriptwriters to editors.
Part 2: Scripting — Turning Ideas into Story
Once the plan is in place, scripting is where your message takes shape. A well-written script guides the visuals, narration, pacing, and emotion of the video.
1. Start with a Strong Hook (First 5 Seconds)
Most viewers decide whether to continue watching within seconds.
Great hooks:
• Ask a bold question: “Tired of wasting hours on scheduling?”
• State a surprising fact: “80% of viewers quit videos in the first 15 seconds.”
• Show the benefit upfront: “Here’s how to grow your email list 5x faster — in under 60 seconds.”
2. Structure Your Script Like a Story
Use the proven storytelling framework:
• Problem: What issue does your audience face?
• Solution: How does your product/service help?
• Outcome: What results will they get?
• CTA: What action should they take?
Example:
Problem: “Spending too much time in meetings?”
Solution: “Meet AI Scheduler — your smart assistant that books your week for you.”
Outcome: “Cut your scheduling time by 80%.”
CTA: “Try it free today.”
3. Keep It Conversational & Concise
Write like you speak — not like a blog post.
Instead of:
“Utilize this tool to maximize your workflow efficiency…”
Say:
“Use this tool to save time every day.”
Tips:
• Use short sentences (10–12 words)
• Read it out loud to check the flow
• Avoid jargon or buzzwords
4. Time It Out: Word Count to Duration
• 75–80 words ≈ 30 seconds
• 150 words ≈ 60 seconds
• 300 words ≈ 2 minutes
Use this to ensure the script matches your intended length.
5. Include Emotion & Pacing
A great video script isn’t just informational — it’s emotional.
Use tone to match your brand:
• Fun and energetic for consumer products
• Confident and professional for B2B
• Warm and helpful for onboarding or support
Vary sentence length and tone to keep things dynamic.
6. End with a Clear CTA
Close the loop with a single, direct next step:
• “Click below to book your demo.”
• “Subscribe for more video tips.”
• “Download our app now.”
Make it visually and verbally clear.
Example: 60-Second Explainer Video Script
• Goal: Drive app downloads
• Audience: Busy professionals
• Platform: YouTube and Website
Script Excerpt:
[Visual: A stressed-out person juggling phone calls and emails]
Voiceover: “Your day is packed. Meetings, emails, deadlines… And you still have to schedule next week.”
[Visual: App interface auto-booking calendar slots]
Voiceover: “That’s why we built SwiftCal — the AI assistant that books your week in seconds.”
[Visual: User smiling at a clear, organized calendar]
Voiceover: “No more back-and-forth. No more stress.”
[Visual: App store download screen with CTA button]
Voiceover: “Download SwiftCal today and take your time back.”
Bonus Tools for Scripting
• Google Docs or Notion: Script writing and collaboration
• Canva Video Storyboard: For visual planning
• Milanote: Creative briefing and asset collection
• Otter.ai: Convert voice memos to draft scripts
• ChatGPT: Brainstorm hooks or simplify language
Real-Life Example: Slack’s Onboarding Explainer Video
Slack created a concise, scripted explainer video to introduce new users to its team messaging platform. The video used clear narration, friendly visuals, and relatable workplace scenarios to show how Slack simplifies communication.
Results:
• Increased new user activation by clearly explaining product value.
• Reduced support tickets by answering common onboarding questions.
• Improved trial-to-paid conversion rates by educating users early.
Final Takeaways
• Planning ensures your video aligns with strategy, audience, and goals
• Scripting shapes how your story is told — clearly, confidently, and concisely
• Strong hooks, emotional storytelling, and pacing keep viewers engaged
• Visual and audio scripting improves production clarity and efficiency
• Every video should end with a compelling CTA
With the right planning and scripting, even a short video can generate powerful results — whether that’s more views, signups, sales, or satisfied users.
