You have to make a great script. No video can work without it. Most of the time people try and cram too much in — and that means nobody remembers anything. Please note that all of this is keyed towards the North American market. Guideline 1: Optimize Information Density. There was too much complexity, which our brains are wired to avoid.
You probably encountered too much information density. The perfect script can make a dramatic difference in the overall quality, reach, and effectiveness of your video marketing efforts, helping you better nurture your prospective leads and turn them into paying customers. When it comes to writing screenplays for movies at any level, rule number one is always format correctly. All movie screenplays follow the same formatting, and while the rules are rudimentary, they can be rigid.
Breaking them is one of the easiest ways to get a reader to throw your script in the trash. Luckily for video marketing, there are no hard-and-fast rules on formatting, with one exception — the length.
The typical rule of thumb for your video script length depends entirely on how long you want your video to be, but it breaks down to about two words per second. Here at Lemonlight, we find the best marketing videos usually fall within the second, 1-minute, and 2-minute range. This is how it breaks down:. This rule is based on the average reading speed. Your reader could be your CEO, a hired spokesman, or a hired actor, and can be shot in either a talking head interview style or recorded as a voice-over , which is recorded separately and played over other footage.
Which brings us to our next stage: the outline. They are:. Whether your video script is 60 words or , all good marketing video scripts should include these same six components, so the goal is to be as economical as possible and say a lot with a little. Your opening should be immediate and attention-grabbing. A good opening could include: an emotional hook , like an appeal to animal lovers regarding the number of pet dogs neglected every year; a surprising fact , like a little-known statistic with a big impact about the levels of trash in the pacific ocean; or a relatable story , like the personal anecdote that led you to start your instant laundry delivery service, so no one will ever have to face the same embarrassing pizza stain debacle you went through again.
This allows the viewer to more comfortably comprehend what you are trying to say. Breaking a large topic into multiple installments also makes the information less overwhelming. This is an ideal strategy any time you have a big topic or a complex message, like a series of training or how-to videos, or a workplace policy guide. Creating a series of videos on a lengthy topic also offers an opportunity to build a long-term relationship with your audience.
Now you have the magic number for perfectly pacing the words in your videos. Keep it handy as you write your scripts and make your videos. Still not sure how to handle your word counts? With a Biteable template as your guide, you can forget about your word count worries and let your message take center stage. Reach your people with Biteable for Teams. Personalized branded videos, easy collaboration, and dedicated training.
Contents Our research Key takeaways Video word count for speech Video word count for on-screen text Best practices for keeping your word counts under control Fine-tune your pace with video templates Make stunning videos really easily Try Biteable for free. Our research Because we live and breathe video here at Biteable, we figured the best way to get hard data was to turn to our own work. We split our research up into two categories: For videos that rely mostly on spoken word , we analyzed of our best-performing Biteable YouTube videos.
For videos that use mostly on-screen text , we dug into video templates designed by the Biteable pros. Key takeaways Videos with spoken words spoken words-per-minute is the ideal range. The complexity of your language matters. If you use complex words with more syllables, stick to wpm. If you use simple language and fewer syllables, you can get away with wpm. Videos with on-screen text The topic of your video determines the ideal word count for on-screen text.
Marketing videos simple topics, more visuals : 60 wpm. For every words displayed, keep text on the screen for one second. How many words per minute can people understand? But if you really want to squeeze more in that second voiceover script, you have to understand that it might sound awfully forced and unnatural. That means you sign up to play a game of luck on how your audience will think about the video. Unlike monologue voiceovers, which are basically a conceptual narration of a product in an explainer video, dialogues must sound as natural as possible to give the audience the impression that such a situation is likely to happen in their lives.
Therefore, the duration of a dialogue voiceover tends to be longer than a monologue voiceover. The pace and voiceover if there is one in an advertising video you see on television tend to be at a faster pace. This is to induce more hype and overwhelm the audience with excitement and anticipation for the product. Explainer videos, on the other hand, are more communicative in conveying the information about related products to the audience. Those tv spots are usually about seconds long or shorter.
Unlike a commercial that aims to emotionally prepare and hype the market for an upcoming product, the use of an explainer video is beneficial for delivering the most out of an idea for decisive events such as fundraising campaigns and presentations.
English, for one, is a moderate language with average spoken speed still varies from one accent to another with low information density. Other than the three non-visual aspects mentioned above, visual factors such as screencast tutorials can also affect the length of a video script.
Compared to non-screencast videos, the voiceover of a screencast video can be slow or fast depending on how fast the visual is moving. The easiest yet most accurate way to get a rough estimation of the duration of your script is by reading it yourself aloud. You will be surprised by the difference in duration between reading it silently and aloud. Check out AudioRecorder. This app has a smart interface and is user-friendly so that anyone can record easily, quickly, and without making big blunders.
Obviously, there are some pauses and emphases for certain scenes to make the desired impact on the audience who later watches the video.
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