Performance marketing videos are one of the most effective ways to engage your audience and drive measurable results. But a great video starts with a great script. Writing a marketing video script takes strategy, not guesswork.
At Story Machine, we’ve developed a proven format refined through years of producing high-performing corporate marketing videos in Sydney. This structure keeps your message clear, your pacing tight, and your audience hooked. In this guide, we’ll share that format and show you how to create video content that converts.
Why Your Marketing Video Script Matters
A strong script is the foundation of every successful video marketing campaign. It defines your key message, shapes your visuals and audio, and ensures every line supports a specific goal, whether that’s promoting a product or service, generating leads, or building brand awareness.
As a guide:
- 15 seconds: 35–40 words
- 30 seconds: 70–85 words
- 60 seconds: 140–160 words
Every second counts. The tighter your script structure, the stronger your story.
Best-Practice Marketing Video Script Format
Our best-practice format follows a clear flow: capture attention, address pain points, present features and benefits, then end with a confident call to action.
1) Lead with Impact: Nail the Hook
The first few seconds determine whether viewers keep watching. Your hook needs to spark curiosity or emotion immediately.
Tips for an effective hook:
- Ask a question: “Tired of wasting time on repetitive tasks?”
- Make a bold statement: “This tool can double your productivity overnight.”
- Use visual and audio elements: Pair a striking visual with dynamic sound effects to grab attention fast.
2) Show You Get It: Tap Into Pain Points
Show that you understand the viewer’s challenge. When you identify their problem, you earn their attention.
Tips for highlighting pain points:
- Be relatable: Use language that mirrors your audience’s experience.
- Be specific: Describe the exact frustration your product or service solves.
Example: “We’ve all dealt with slow internet: buffering, dropped calls, endless loading screens.”
3) Bring the Solution to Life: Highlight the Features
Now introduce your solution. Highlight the features that directly address the viewer’s problem.
Tips for showcasing features:
- Focus on what matters most: Keep it clear and relevant.
- Show, don’t tell: Demonstrate your product demo or use an explainer video segment to visualise results.
Example: “This high-speed router delivers seamless connectivity throughout the entire home.”
4) Make It Matter: Sell the Benefits
Features inform, benefits persuade. Explain what your product helps people achieve.
Tips for communicating benefits:
- Focus on outcomes: “Now I can stream, work, and game without interruptions.”
- Highlight transformation: “It’s completely changed how we work from home.”
Your audience should immediately understand how their life or business improves.
5) End Strong: Craft a Call to Action That Converts
Finish strong. Tell the viewer exactly what to do next.
Tips for an effective CTA:
- Be direct: “Click the link to get started today.”
- Add urgency: “Limited-time offer, don’t miss out.”
- Offer value: “Sign up now and receive free installation.”
Whether it’s driving traffic, sign-ups, or sales, the call to action should align with your campaign’s specific goal.
Example Marketing Video Script (UGC Style)
- Hook: “Hi everyone, I want to share how I fixed my slow internet issues.”
- Pain Points: “I used to struggle with constant buffering and slow downloads.”
- Features: “Then I found this high-speed router that reaches every corner of my home.”
- Benefits: “Now I can stream movies and work online without interruptions.”
- CTA: “If you’re tired of slow speeds, tap the link to get yours today. Free shipping for a limited time.”
This simple format can be used for any type of video, from UGC ads and short social clips to polished explainer videos.
Writing for Different Platforms
Every platform demands a slightly different approach:
- TikTok / Reels: Short, fast-paced, and visual. Use strong text overlays and quick cuts.
- YouTube Ads: Longer narrative, clear structure, and brand storytelling.
- LinkedIn or Corporate Content: More measured tone with focus on credibility.
- UGC Ads: Conversational, authentic, and driven by real experiences.
Regardless of format, your video content should be concise, visually clear, and built around one central idea.
A great marketing video script turns a good idea into a story that moves people. Keep it simple, make it visual, and always end with purpose.
FAQs
30–60 seconds for social media ads; up to two minutes for explainer videos or brand stories.
Yes. Include notes for visual and audio elements, such as music cues, B-roll or transitions, so your creative team stays aligned.
The hook. You have seconds to earn attention. Start strong with a bold idea or emotion.
Read it aloud. If it feels stiff, simplify it. Natural language makes for more successful videos.
Just one. A single clear action converts far better than multiple options.
Track view duration, engagement, and click-through rate. These reveal how well your video content delivers its key message and achieves your campaign goal.
