When planning out a corporate video, it's crucial you write a script for the voice-over. Some businesses need compliance to review any marketing materials before being released. Having a pre-approved script means less video changes (and therefore less time and money spent!). Even if your videos don't require approval before sharing, all videos can benefit from having a script. Scripts keep your thoughts organized and ensure you hit all your intended talking points. They help direct both the filming of the video and the editing. However, writing something that will be spoken out loud is much different from writing something that will only be read. Keep reading our blog for our top three tips for writing a corporate video script.
1) There are 120-150 Words in One Minute of Voice Over
When writing the voiceover for your corporate video, it's crucial to keep in mind that people can typically process written words faster than we can process audio. This means that when you're recording, you have to slow down and annunciate as crisply (and naturally) as possible. While voiceovers are typically read aloud at around 150 words per minute, it's important to leave extra time for pauses in the script. Doing so gives viewers more time to internalize what is being spoken (along with any visuals in your video). We recommend staying closer to 120 words per minute for the most natural and casual feel. Voiceovers without any breathing room or extended pauses are significantly harder for audiences to process and can sound awkward and amateur. We use this guideline while writing our scripts. If a client is looking for a 30 second ad spot, we know the voice over script should only be 60-75 words. The word count only applies to spoken words. If you are writing a shooting script with stage directions, then you go by page numbers instead of word count.
2) Avoid Compound Sentences
Like in all writing, a variety of sentence lengths in voiceovers creates for a natural flow of ideas and articulation. However, long streams of thought are harder for listeners to comprehend. Sentence structure is one of the primary differences when it comes to writing for reading versus writing for listening. Long, complicated sentences can communicate effectively when the reader is able to take their time, digest the words and punctuation, and re-read it if needed. However, when that same sentence is spoken in a video, its flow changes and its meaning becomes muddled. You don't want a viewer to have to stop your video and rewind in order to understand your voiceover. Or worse, just keep scrolling. Simple sentences make the script easier for the voice actor to perform and easier for audiences to digest. We highly recommend reading your script aloud as you write and recording yourself doing so. When you play back the audio, ask yourself: Does it sound clunky? Is it confusing? Were you getting tongue-tied as you read through it? And make adjustments as necessary.
3) Start with a Hook and End with a CTA
Research shows you only have 3 seconds to capture a person’s attention--make sure those 3 seconds are captivating. We implore you to refrain from any "Hi, my name is..." or similar introductions, as they're not really effective as a hook. Unless you're famous or hold a lot of clout, sharing your name is not going to hold a new viewer's attention. And if viewers do recognize you, then you definitely don't need to spend the video's first 3 seconds on your name. Instead of a spoken introduction, we recommend adding your name and title as a lower third graphic in the editing process. Last, we recommend leaving viewers with a call to action (CTA). This is a direct request for the audience to perform a specific task. “Visit our website at...” or “Give us a call at...” are examples of an easy-to-follow CTA. Remember, URL and phone numbers are not clickable in your video and can sound very awkward read aloud back-to-back in voiceover. Only incorporate a website or phone number during your CTA, and make sure it's clear and concise.
Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv