In order to create any sort of web video, a script has to be created. The content has to be written before anything with the video can be started. The script is considered the most important aspect to video production. Scripts contain different parts according to different types of web videos. In product launches, for example, there can be a series of web videos that involve a more advanced level of script writing. In shorter videos for different web ventures, the scripts are different in order to get the content across. In these videos, there are three specific parts that make up a script: the hook; the features, advantages and benefits; and the call to action.
The hook is an eight to ten second line or bit that is geared toward getting the attention of the person that the web video is meant for. It is very important to get your point across in an enticing way that is relatable to the viewer. The hook is essentially telling what the product or service is and convincing your audience that it is interesting and will benefit them to watch the rest of the video. This is where your potential client or customer will make the decision if this is the right product or service for them.
The features, advantages and benefits (FAB) are going to be the bulk of the commercial and the meat of the script. This is what the specific thing you are targeting your audience does and has. Take one of the leading smart phones as an example. Most smart phones have a camera. The features would be the specific type of camera, its quality, resolution, pixel count, flash and other features it may have. The next thing you would need to do in the script would be to tie the advantages in with the features. What are the advantages of having a camera on your phone? You will always have a camera on you. The benefits then fit into this by letting the potential client or customer know that the benefit of having a camera in their phone is that they will never have to miss out on a picture perfect moment. Making the benefits as relatable as possible to any viewer is key.
The last part of the web video script is going to be the call to action. This is where you will be telling them what they will need to do in order to get the service or product you are offering. It is important not to sound too “pitchy” so that people will not simply ignore what you are telling them they need to do. Try to come up with a unique manner in which someone can easily continue to the next step in order to comply with what you need them to do. This can include something such as filling out a form, or clicking a button. Try to tie it in with something that can benefit them.
With these three parts, you will piece together a script that will be the base of the web video that your video production company will be producing. Once you have the content together, you can start to think of where you want to go in terms of what you want to be in the video, relative to what you need to reach the audience.
Written by: Quinn Ottoway
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