How do you create a great video script that drives engagement?
That is the biggest question on the mind of all video marketers.
There are so many kinds of videos out there, and they are all competing for your attention.
When we look at the successful videos that drive engagement, there are an overwhelming amount of factors to consider:
- Video length
- Video production quality (budget)
- Actors VS no actors
- Animation & special effects
- Funny or educational?
- What story should you tell
So, how can anyone possibly narrow it all down to one simple thing?
Well, WE can.
As a video company that voraciously studies video in advertising, and works with a variety of business niches, we’ve boiled it down to one thing.
The thing that matters most in your script.
We call it: Brand Humanity.
What is Brand Humanity?
It means – your brand is easy for humans to relate to. It occurs when your script has the voice of a person.
Let’s look at 3 powerful ways to make your video scripts build more Brand Humanity and drive engagement through the roof!
1. Script With Depth
If you want your videos to stand out, they need to have depth.
If not, they will lack substance and lose interest.
Ensuring your videos have depth, will create brand humanity.
Create depth in your videos by incorporating your customer’s primary motivation into your script.
If you can speak directly to their motives, their drives, their purpose, you will achieve brand humanity and drive engagement.
How do you get clear on their motives?
Research your buyer persona, and start to ask these questions:
- What is the biggest problem in their life (that you can solve)
- How do you help them solve this in a way that is unique?
- How have you gone above and beyond for a client?
Being crystal clear on this info, will help you craft a much more compelling narrative, that speaks the language of your ideal client. It’s all about that!
Trust me! – Spending some time on this will strengthen your understanding of the real humanity behind your brand, and help you create videos that drive engagement.
2. Script With Tone
What do I mean by tone…working out?
I’m talking about the tone of voice of your brand.
Improving your tone, will make your videos much much much MORE human.
How do you develop tone in your video script?
Ask yourself the following:
What is the tone of my (brand’s) voice:
- Light and friendly!
Getting clear on the tone of voice (of your brand) will powerfully influence the script and storyline of your video.
Let the tone filter into your script writing, and you will increase your Brand Humanity.
Here’s a great example video of Serious:
Here’s a great example video of Funny:
3. Script With Empathy
Because without empathy, you’re basically a Dick!
Seriously though, this value often gets overlooked in video marketing, and it’s crucial to your Brand Humanity.
Empathy in your video is simple to achieve when you ask this:
How can I make my client feel more understood?
Answering this question, comes from understanding your client’s pain points.
Depth is understanding your client’s motivation – Empathy is understanding your client’s pain.
If you’re not totally clear on what their pain point is, just ask them.
If you already know, then start keeping this in mind with every piece of video content you create.
Make sure you speak to it.
Showing you care for your clients never goes out of style.
Caring deeply for them is a huge part of sales success, and it starts at the very top of the funnel.
Ask your team if your videos have it. Where can they improve on it?
You can never humanize your brand too often.
The more you do it, the more you get videos drive engagement – which is a rare and beautiful thing!
Ready to start making videos that work?
The most important next step is to find the right video team for you.
Anthony is the Creative Director at UpMedia Inc and a rapidly growing expert in Brand Storytelling. He’s spent 12 years in creative production, from award winning television shows (appearing on Netflix) and movies, to producing marketing content for large corporations such as Toyota, Flight Centre, Great West Life, and BC Lottery Corp. His mission is to help your videos gain more leverage and impact online!
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