Video Scripts: Essential Ingredients

“We just need a quick script.”

Sounds simple: a few lines of voiceover, joining the dots. But in reality, an effective video script is so much more than words on a page.

It’s the blueprint for everything that happens on screen: tone, pacing, structure, rhythm, and emotion. And whether your project is a 15-second promo, a 2-minute explainer, or a game trailer, a clear, complete script saves time, money, and stress in production.

So…what exactly should a video script include?

Format: VO, vision and more

A professional script is laid out in columns or sections that track with production needs. At a minimum, you should have:

• Vision: a description of what we’re seeing on screen as the words are spoken

• Audio: voiceover, dialogue, or spoken content

• Text: on-screen text (titles, captions, supers), important for clarity and accessibility

• Notes: music, SFX, tone, pace

This format keeps everyone on the same page - producers, editors, animators, and clients.

Structure: a story arc (even for 30 seconds)

Every effective video script has a beginning, middle, and end. Even if it’s short.

A common structure:

Hook Grab the viewer’s attention immediately

Context What’s this about? Who’s it for?

Value What’s the benefit, message, or reveal?

Action What should the viewer do next?

This helps your message land. It also keeps the viewer watching to the end.

Tone & voice: who’s speaking?

Is the tone warm and helpful? Bold and punchy? Quietly confident?

Whether you’re writing for a brand, a character, or a narrator, your script needs a consistent tone; one that matches your audience’s expectations.

Pro tip: include tone notes in the brief or even the script itself.

e.g. “Read with friendly energy, like you’re explaining to a colleague.”

Visual thinking: don’t just write, picture it

When you’re writing for video, think visually.

What’s happening on screen with each line?

Can the vision show what the VO doesn’t need to say?

Are there transitions, camera moves, or effects to plan for?

Good scripts leave space for visuals to do their job - and don’t over-explain.

Call to action: what happens next?

Every video has a goal, even if it’s just to raise awareness. Your script needs to end with a clear call to action:

Click

Subscribe

Buy

Learn more

Watch this episode day/time/channel

Make it clear, concise, and consistent with your brand tone.

Know your audience

Who are you writing for? Kids aged 5-8? Technical professionals? Existing customers?

A good script is made-to-measure. Not just in what it says, but how it says it.

That means:

The right vocabulary; the right place; and appropriate references and framing.

Make the message specific and relevant to your viewer.

Here’s an exercise in writing for a demographic:

Imagine you’ve just got home after a stressful commute. It’s taken you hours, and you’re a frazzled mess.

There, standing in the middle of the road, is a unicorn. Swishy silver tail, coiffed pink mane, sparkly hooves. A neat pile of rainbow poop on the pavement.

“Were you were stuck in that jam on the A47?” it asks. “I could’ve given you a lift. Next time gimme a shout, yeah?”

How would you tell:

a) a 3-year-old

b) your partner

c) your GP

Lastly

Your entire team relies on a script. It tells the voiceover artist how to read, the videographer what to shoot, the editor what to cut to, and the client what they’re signing off.

The more complete and intentional your script, the smoother every stage that follows - and the stronger the final result.