How to Make a Video Script (With Templates!)

Whether you’re making a full-scale TV commercial or you’d like to make the next viral TikTok video, a video script is a helpful tool. In this blog post, we’ll discuss what a marketing video script is, what it does, and how to make a video script. We’ll also take a look at a few marketing video script templates that you can use to mock up your own videos, long and short.

What is a Video Script?

A video script is the directions, description, and dialogue that explains the content and purpose of a video. There are many different types of scripts, and many types of video scripts. In this blog post, we’ll be discussing marketing video scripts. Marketing videos are intended to promote, describe, or explain a product, service, or organization.

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Do I Need a Video Script?

A video script is particularly important for promotional videos because it outlines the target audience, purpose, and message in the video. A video script is a helpful tool that can help you maintain ROI and stay on-target from a messaging and branding perspective. It will also help everyone involved in your video understand their roles and responsibilities. Finally, it will help you gather any resources you need, including allotting the right amount of time.

What Should a Video Script Include?

Your video script can be as thorough or as cursory as you’d like. For some, a rough outline might be most helpful, while others might benefit more from a detailed summary. This might also depend on the length of your video, and what resources you’re committing to it. If you’re making a short video to post on social media, your script might simply help you stay focused and on-brand. If you’re working on a longer commercial for paid advertisement slots, your script will probably provide detailed descriptions of each person’s role, video effects you’ll need, what purpose you’re fulfilling, and more.

Your video script might include any of the following:

Video purpose: to explain, entertain, promote, solve a problem, increase engagement etc.
What you’ll need: equipment, lighting, microphones, stands, costumes, set
Who you’ll need: cast and crew
Where the video takes place: one location, multiple locations, where and when
Video content: dialogue or monologue, actions or movements, effects
Approximate video length: ten seconds, thirty seconds, a minute, two minutes, five minutes etc.
Platform: social media, YouTube commercial, TV commercial, internal marketing

What Should I Make a Video About?

There are many different types of videos you might use to promote your business, from introductory videos about yourself, staff, and store, to explainer videos about your products, to demonstration videos and more. It can be overwhelming to decide what type of videos are best. Instead, it may help to first decide on which video platform is the best fit for your products, services, or organization.

You might decide this based on the video platform’s key user demographics, which platforms you enjoy or have experience with, which platform your competitors are using, or another metric. The platform(s) you choose will play a big role in deciding the ideal length of your video, and therefore a few ideal topics.

Let’s take a look at some of the platforms you might create a video for. Of course, this isn’t an exhaustive list; there are many video platforms out there, with more popping up all the time. We’ve also estimated some ideal time lengths for these videos based on how users engage with the platform. However, this may change depending on your audience, industry, and how users are engaging with your business, specifically.

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Types of Video Scripts

7 to 15 Second Videos: Instagram, TikTok, Pinterest, Snapchat

Short videos are ideal for getting new customers’ attention as they’re scrolling social media platforms like Instagram, TikTok, Pinterest or Snapchat. Positioning your videos with the right hashtags, conversations, and users can put your content in front of most likely potential customers. These types of videos are most effective if they’re short, usually less than 15 seconds.

If you’re wondering how to make a video script of this length, or what it should include, here are a few ideas:

New product introduction: Show a new product and one key benefit of it.
Short shop tour: Show a highlight or two around your business, like the entrance and a happy employee at the check-out desk.
Happy customer: Show a happy customer making a purchase, and what they bought.
Time lapse action: Using a time lapse, you can speed up a production demonstration, purchase, or another action to fit it into a very short video.
Before and after: Show the results of your product or service fast and make a dramatic effect.

30 to 60 Second Videos: Instagram Reels, Facebook, Twitter, LinkedIn

Videos between thirty seconds and one minute long are ideal for situations where users’ attention is a bit more focused. These videos are usually intended to bring your followers or casual viewers a bit further down the sales funnel. These users might already follow your brand on the platform or they might click on your account to learn more. These videos are great for portraying your brand and explaining an aspect of your products or services.

To make a 30 or 60 second video script, here are a few ideas to get you started:

Product benefits explainer: You have a bit more time in this video to explain more benefits of a product.
How it works video: Show your product or service in action!
Short testimonial: Talk to a customer and ask them what they love about your business.
Time lapse how-it’s-made video: Using a time lapse, take your viewers behind-the-scenes and show some highlights of how you make your products or conduct your services.
Product demonstration: 30 to 60 seconds should be enough to show how a product or service works, and explain it in some detail.
Solve a problem: In this time, you may be able to clear up a problem or show a time-saving hack customers could benefit from.

1 Minute to 5 Minute Videos: YouTube and Business Websites

Videos between one minute and five minutes should be instructional or promotional. Viewers are unlikely to stumble across these videos and watch them for very long unless they’re intentionally looking for them. This might start by asking a question, like asking for product comparisons or asking how to use a product. Or, these relatively long videos might be a part of a paid advertising campaign. Or, these videos might provide more detailed information about your business for interested potential customers. These videos work best on a platform designed for long videos, like YouTube, though they can be helpful on some other platforms in the right situation.

To make a longer video like this takes a bit more effort. A minute might be longer than you think! Here are a few ideas you might use:

Product comparison: Take a few products, or even competitor’s products, and show the similarities and differences.
How-it’s-made video: Take your viewers behind-the-scenes and show them some more details about your process.
Follow-along explainer: Take your viewers slowly through a process, as if they were doing it along with you.
Customer testimonial: Explain who the customer is, and how you solved a problem, results you helped them achieve, or why they’ve been a customer for as long as they have.
Business overview: A video of this length is a great way to explain to interested viewers what your business is about and why it’s important.

Video Script Templates

Now that we’ve discussed what a video script includes and what it’s for, let’s take a look at some video script templates. We’ll use some of the time approximations previously mentioned. Keep in mind that other approximations, such as how many words your video might include, will vary depending on other factors, such as visual effects you use, or how fast your narrator is speaking.

7 to 15 Second Video Script Template

A very short video like this should not depict more than one main action or event. You’ll probably have time for about 10 to 20 words. Remember that you don’t want to read or talk too quickly. Also, putting subtitles over your video can help, since many people watch videos without sound, so they don’t disturb others nearby.

Since it’s quite a short video, it doesn’t make sense to make a very complex script for these templates. Let’s take a look at a video script template you might use for these short videos.

What: What will you need for the video?
Why: What is the purpose of the video?
Where: When and where will the video take place?

Actions and Dialogue/Monologue

Actor 1: Show who will say what, when.
Action: Tell what your actor will be doing.
Video Effect: Put any transition effects, music, or other effects in the video script, too.
Actor 2: If you have two actors, give them each some dialogue.
Action: Maybe Actor 2 has some actions, too.

7 to 15 Second Video Script Example

Let’s take a look at a short example of what this video script template might look like. Remember that you’ll want to depict just one idea in this short video, and keep it to around 10 or 20 words. Take a look at some other short video ideas to see what else you might film.

In this example, a business owner is introducing a new product that just hit their shelves. A short video script will help them set aside time to film, explain the product clearly, and stay focused on what the video is for.

What: The new cedar and sage sparkling hand soap, business owner, filmed on business smartphone
Why: Show customers the new sparkling soap
Where: Local Soap Shop, Wednesday before opening

Actions and Dialogue/Monologue

Business owner: Our new cedar and sage sparkling hand soap is in!
Add stylized text “New Cedar and Sage Sparkling Hand Soap!”
Show sparkling hand soap bar in natural light, sparkling
Show sparkling hand soap bar on the shelf
Add sparkle effect
Business owner: Add some sparkle to your life!
Stylized text “add some sparkle to your life! Visit the Local Soap Store!”

30 to 60 Second Video Script Template

These videos are a bit longer, so you have time to explain or portray ideas that are a bit more complex. Remember that the video should still be very visually engaging—users will scroll past these videos unless they’ve fast-moving and dynamic.

In 30 to 60 seconds, you’ll probably have time for 100 to 200 words. As with the previous video, you’ll want to speak slowly, and use subtitles if possible. This video script template will be similar to the previous one, but with a bit more detail.

Who: Who will be in your video?
What: What equipment, products, or props will you need?
Why: What is the purpose of the video?
When: When will you film the video?
Where: Where will you film the video?

Actions and Dialogue/Monologue

Introduction (first 5 to 10 seconds)
Actor 1: Your first actor might introduce the purpose of the video.
Action: Tell what your actor will be doing.
Video Effect: Put any transition effects, music, or other effects in the script, too.
Middle (Next 20 to 40 seconds)
Actor 2: Your next actor might narrate as they take action.
Action: What is Actor 2 doing?
Closing (Final 5 to 10 seconds)
Actor 1: Maybe close the video and thank the viewers for watching.
Video effect: You might use a text effect or another effect here.

30 to 60 Second Video Script Example

Let’s take a look at an example of what this video script might look like. We’ll use the same business owner from the previous example, and the same product, the sparkly soap. In this video, however, our goal will be to promote sales of the soap by showing additional benefits and how it works. This video is ideal for viewers who noticed the previous video, and their attention was piqued. This is also a great video for those who follow the business’s social media accounts already, and would more easily make a purchase if they saw the right product.

Who: Business owner
What: Smartphone and stand, ring light, business owner, cedar and sage sparkling soap, sink, towel
Why: Encourage sales of cedar and sage sparkling soap
When: Thursday morning, before opening
Where: Local Soap Shop sink area

Actions and Dialogue/Monologue

Introduction (first 10 seconds)
Business owner: Hey everyone! I wanted to show you our new cedar and sage sparkling soap. It really sparkles, it smells great, and it’s soft on your skin.
Show cedar and sage sparkling soap
Add subtitles
Middle (Next 30 seconds)
At sink, with soap
Camera focused on sink basin
Business owner: Let’s try out the soap
Wash hands with soap. Make sure the camera captures sparkles.
Business owner: (narrating) This smells so good, so fresh and relaxing, but not overpowering. Do you see the sparkles forming as the soap lathers? It’s so cool!
Rinse hands. Turn hands in light to show sparkles.
Business owner (narrating) This is the coolest part. The sparkles are still there! You can see them on my hands. You can use this as a body wash too and you’ll be absolutely sparkling. It’s also super soft and great for your skin. The sparkles are naturally created, it’s not glitter, so it’s totally safe for you and the environment.
Add subtitles
Closing (Final 5 seconds)
Show cedar and sage sparkly soap and other scented variants on shelf
Business owner: Stop into the Local Soap Store to buy our cedar and sage sparkly soap!
Add subtitles
Show store address and hours

1 Minute to 5 Minute Video Script Template

A one to five minute video gives you plenty of time to talk about your business, a particular product, or walk viewers through a particular process. This video will take more preparation and it will take longer to film and edit. In about two minutes, you can probably fit in about 400 words. Viewers watching this video have probably sought it out, and are looking for an answer to a particular question, or they’re especially interested in your products or video. Consider how a video like this fits into your overall marketing strategy.

To make this video script, you’ll need more details and information. Since we’re spending more time on this video, we’ll include a section in our video template about goals and metrics. The rest of our video script template will look similar to the previous one, but our example will be different. Let’s take a look at the video script template:

Purpose: What are you trying to achieve with this video?
Audience: Who is the video’s intended audience?
Goals and metrics: How will you measure whether or not the video’s purpose was achieved?
Use: Where will this video appear?

Who: Who will be in your video?
What: What equipment, products, or props will you need?
When: When will you film the video?
Where: Where will you film the video?

Actions and Dialogue/Monologue

Introduction (first 10 to 30 seconds)
Actor 1: Your first actor might introduce themselves, anyone else in the video, the business, the product, and the video content.
Action: Tell what your actor will be doing.
Video Effect: Put any transition effects, music, or other effects in the script, too.
Middle 1 (Next 30 seconds to two minutes)
Actor 2: Your next actor might narrate the main action of the video.
Action: What is Actor 2 doing?
Actor 1: The first actor might assist Actor 2, or ask them questions.
Action: what is Actor 1 doing?
Video effects: add subtitles or other effects here.
Middle 2 (Next 30 seconds to two minutes)
Actor 1: Dividing up the bulk of your video into multiple sections can help with narrating, acting, and editing.
Action: What is Actor 1 doing?
Video effects: add subtitles, or other effects to this section.
Closing (Final 10 to 30 seconds)
Actor 1: Thank your viewers for watching, and provide contact information, or information about the next step the viewer might take to engage further.
Video effect: You might use a text effect or another effect here.

1 Minute to 5 Minute Video Script Example

In this video script example, we’ll use our same business owner as before. This time, the business owner will make a video about the Local Soap Shop, and what customers could expect.

Purpose: Show customers the inside of the Local Soap Shop, encourage a visit
Audience: Viewers who have previously watched videos or followed on social media.
Goals and metrics: 100 views in the first month
Use: Pinned to Instagram and Facebook, embedded at the top of the website.

Who: Business owner, camera operator
What: smartphone, video editing software, additional lighting, microphone
When: Sunday morning, during closed store hours
Where: Local Soap Shop

Actions and Dialogue/Monologue

Introduction (first 30 seconds)
Camera is focused on Business Owner, standing in front of store window
Business owner: Hi there! I’m the owner of the Local Soap Shop. Want to take a look around the store? Let me show you some of our soaps, lotions, and bath bombs, and show you the store.
Add subtitles
Middle 1 (Next 30 seconds)
Camera focused on business owner, standing in front of the soap collection, holding soaps.
Business owner: Here we have our soap collection, and some of our most popular products. I have two of our most popular favorites, our sage and cedar sparkling soap, and our orange and juniper hydrating soap. All of our soaps are made locally from natural ingredients and essential oils. You can pick them up, have a sniff, and see what’s in each soap.
Business owner puts soap back on the shelf, steps away.
Camera zooms in on soaps, pans across soaps on the shelf to show labels and colors.
Add subtitles
Add gentle background music
Middle 2 (Next 30 seconds)
Camera focused on business owner, standing in front of the store sink
Sink basin is filled, Luxurious Midnight bath bomb is nearby
Business owner: We have samples of different soaps, lotions, and even bath bombs that you can try out at our sink area. Let’s try this new Luxurious Midnight bath bomb.
Business owner drops bath bomb into the sink, and steps away
Camera zooms in on bath bomb as it fizzes, showing colors and sparkles
Business owner: (off-screen) That is so pretty, and it smells so good.
Add subtitles
Add gentle background music
Closing (Final 30 seconds)
Camera: pans across lotion shelves, candle shelves, and bath bomb collection to show names and colors
Business owner: Stop into the Local Soap Store to take a look at all of our soaps, lotions, candles, bath bombs, and more.
Camera: shows business front exterior
Business owner: We’re open from ten to six, Monday through Friday, and located downtown on Main street next to the Local Wine Store.
Add text: “Stop in today!”
Add subtitles
Add gentle background music

These video script templates and examples can help you write a video script, and make changes according to your business type and industry. Remember, you can be as detailed or as brief as you’d like. For some, a more detailed script can help them stay organized and focused. For others, a very detailed script can seem overwhelming. Use whatever process works best for you.