How to write video scripts — tips and templates

Creating a compelling video starts with a well-written video script. No matter if you're creating a product tutorial, cinematic short-movie, or presentation for school, a professional video script can help seamlessly share any message or story with impact.

Read on to learn how to write an effective video script, as well as explore turning scripts into videos with Clipchamp video editor.

What is a video script?

A video script structures a video's narrative and message, while guiding a video's lifecycle from ideation, during creation, to editing in the post-production stage.

Benefits of using a video script:

• Pre-production planning: defines the story structure, character motivations, and key messaging.

• Production guidance: provides dialogue, scene descriptions, camera directions, and performance cues.

• Post-production roadmap: outlines editing transitions, graphics placement, and audio elements.

Popular types of video scripts:

• Entertainment video scripts: often include descriptions of scenes and visuals, dialogue, directions for performers, camera cues, and editing notes.

• Commercial video scripts: used for corporate videos and marketing ads that follow an audio-visual (AV) format with different columns for description, audio, and visual notes.  

How to plan a video script

Select a video goal

Video script writing begins with a single idea and a question. Determine why are you creating the video. The video's purpose will either seek to inform and educate a viewer on a product or service, entertain viewers, or promote marketing and sales.

Identifying a video goal will also determine the metrics for how you measure the video's success, such as views and subscribers for YouTube, or comments and shares on Facebook.

Choose a target audience 

Next, decide who you would like to view your videos. Determine a specific video demographic including age and location. Also select who will be the protagonist of the video story. This character becomes the focal point that helps audiences connect emotionally with the content. The main character could be:

• An ideal customer facing a common problem.

• A company CEO or spokesperson.

• A narrator representing the brand voice.

• An animated mascot or cartoon representation.

Consider the character's motivation and backstory. For example, what drives them and any challenges the audience can relate to. Character development helps transform a simple product pitch into a relatable story that resonates with viewers and keeps them engaged throughout the video.

Determine the publishing platform 

Now it’s time to decide where the video will be shared to. Different platforms have different dominant demographics. Some platforms are suited to certain styles of content over others. Ad videos work well on Instagram and Facebook. B2B product demos and explainers live on LinkedIn. Longform video blogs and tutorials are suited to YouTube.

Note: make sure videos suit the specific aspect ratio and size specifications of the social media platform.

Partake in topic research

If your audience is already talking about your brand, product, service, or topic, use this to your advantage. Take a look at what videos your competitors are sharing, as well as the style of content being produced. Easily use competitor research to form your own video scripts. 

Select a video style and production requirements

Knowing the parameters of how you will deliver the message will help you define an effective video script writing tone and style. It can also save you time in production, for example, stock footage eliminates writing descriptions for actors. You can even create AI-generated image to make videos.

Plan the production elements

• B-roll footage: note where you'll need secondary shots to support the main narrative. For a cooking tutorial, this might include close-ups of ingredients or final dish shots.

• Graphics and text overlays: mark where titles, statistics, or call-outs should appear on screen.

• Transitions and effects: indicate scene changes, fade-ins, or special effects that support the story flow.

• Audio cues: note where background music should start/stop, sound effects, or voice-over changes.

How to write an engaging video script   

Hook viewers with a compelling beginning  

The first 10 seconds of the video are critical, as most viewers decide whether to continue watching within this window. The video opening needs to immediately grab attention and clearly communicate what value they'll receive. The beginning of a video script should also set a clear tone and style that reflects the brand while introducing the main character and the world they inhabit. Don't save the best content for later. Front-load the value to keep viewers watching.

Popular video hook examples:

• The surprising statistic: "did you know that 90% of people quit their fitness goals within the first month?"

• The bold promise: "what if I told you there's a way to double productivity in just 15 minutes?"

• The relatable problem: "tired of spending hours editing videos that still look amateur?"

• The teaser preview: "by the end of this video, you'll know the three secrets that transformed this failing startup into a million-dollar business."

Build tension within the middle 

In the second act, you want to introduce the problem. The world you've set the scene with should become complicated in the second act. You can elevate the problem by making it spiral out of control. This is where you'll start to spin the message of the video's "why?" The second act will conclude with a hint of the solution.

Solve within the ending 

In the third act, you want to solve the problem. You prove the solution works with evidence. This can be as simple as presenting the before and after of the world without the solution. The ending will then conclude with a call-to-action, the step you want viewers to take.

Edit and polish video scripts

After you've written the first draft, read it out loud to make sure the narrative flows clearly and the dialogue is conversational. Next, remove unnecessary words that don't help the video achieve the video script goal.

Feedback and finalize video scripts

Gather feedback from trusted stakeholders. They should be peers who understand the goal or representatives of the target audience. Give them clear parameters for the feedback you're seeking. Incorporate their most valuable points to make final revisions to the script.

Script writing tips for popular video types  

Explainer video script writing tips

• Lead with the message and get straight to the point of the video.

• Speak directly to the audience using second-person pronouns like "you."

• Script how you talk, not how you write. Keep the dialogue tone conversational so the audience knows you're their equal.

Narrative video script writing tips

• Introduce clear characters and a setting. The players and the world of the narrative should have a recognizable element and a mysterious element.

• Take characters and viewers on a journey with conflict by introducing a specific pain point that drives the narrative towards a solution.

• Resolve conflicts and end the journey. Characters and the world they inhabit should have changed somehow.

Social media promo video script writing tips

• Think and write for different platforms and post formats. For example, TikTok videos are where short attention spans live, while YouTube videos can have more depth.

• Time the script. Recommended social media length is 30-60 seconds. You want to hit five seconds under the desired length to give you some breathing space.

• For ads or promotional videos, design the video around the problem and solution. The solution will be the call-to-action (CTA).

Corporate video script writing tips

• Set the budget first. This will define the scope and feasibility of the video.

• Align the video goal with the wider business strategy. Break quarterly aims down into clear ideas and build the video on these goals.

• Research industry trends as well as performing competitor analysis. There might be a seasonal interest that could drive greater Return On Investment (ROI).

Vlog video script writing tips

• Sell yourself. You are the front and center talent of a vlog, so your personality needs to be felt in seconds in order to engage viewers with the message.

• Mark up the script with performance notes. Indicate when to slow down or speed up, which words to emphasize, and where to pause for effects and music during editing.

• Learn the script thoroughly. Don't get caught reading off-screen as viewers want authenticity from vlogs. Break down the dialogue into bullet points or use a teleprompter to maintain a natural delivery.

How to generate video script templates with AI 

Writing is tough. Well, it was tough. Now writers can supercharge their productivity and defeat writer’s block with AI script generators like Microsoft Copilot. Craft a first draft in seconds with an AI tool then refine with the human touch. Learn more about this video trend.

Say you’re working on a 60-second explainer about your company’s new software launch for LinkedIn. Enter your prompt into Copilot, including the length, format, audience, and topic. For example, “Write a 60-second video script for a product explainer in a light-hearted but knowledgeable tone about my company's latest software update for LinkedIn. The audience is working professionals without a lot of IT knowledge". You can also generate a AI video storyboard with Copilot.

You can then either copy and paste and edit to add any specific details. Or you can refine your prompt and generate another version, such as, “Write a second version where the narrator is a sysadmin. Finish with a joke about cats.”

New to using generative AI for video script templates? Start with these AI prompts as a template for quick video script writing, and then browse stock videos that complement your script.

Get started with Clipchamp video editor or download the Microsoft Clipchamp Windows app.