Most weak videos are weak before a camera is switched on — the problem is the writing. A good video script decides what to say, in what order, and how long it takes, so the shoot and edit have a clear target. This guide gives you practical script templates for the most common video types, shows how to format a script properly, and explains how to write one that survives contact with a real shoot.
How to format a video script
A video script is not just dialogue — it pairs what is heard with what is seen. The simplest reliable format is two columns:
- Left: Audio — the voiceover, dialogue or on-screen text, written exactly as it will be spoken.
- Right: Visual — what appears on screen for each line: the shot, the graphic, the B-roll.
Write the audio the way people actually talk, not the way they write — short sentences, contractions, no jargon. Then read it aloud and time it. A rough rule is around two to three words per second, so a 60-second video is only about 130 to 150 spoken words. That constraint is the single most useful thing to know: scripts are almost always too long on the first draft.
Template 1 — The explainer (problem → solution → action)
The most reliable structure for an explainer or product video:
- The hook (0–5s): name the problem or ask the question your viewer is feeling. “Spending hours every week reconciling invoices?”
- The problem (5–15s): agitate it briefly so they feel understood.
- The solution (15–40s): introduce your product as the answer and show how it works.
- The benefit (40–55s): paint the better outcome — time saved, money made, stress gone.
- The call to action (55–60s): one clear next step.
Keep it to one core idea. Explainers fail when they try to list every feature.
Template 2 — The testimonial (without a script)
You do not script a customer’s words — that kills authenticity. Instead you script the questions that draw out a natural story:
- “What was the situation before you started?” (the problem)
- “What made you choose us?” (the decision)
- “What changed afterwards?” (the result — push for specifics)
- “What would you say to someone considering it?” (the recommendation)
The edit then assembles their answers into a problem-solution-result arc. The “script” is your interview plan, not their lines.
Template 3 — The short social video (hook-led)
For Reels, TikTok and Shorts, the structure is brutal and front-loaded:
- Hook (0–3s): a bold statement, question or visual that stops the scroll. If this fails, nothing else matters.
- Value (3–25s): deliver the tip, story or payoff fast, one point only.
- Payoff / CTA (final seconds): the takeaway or a light prompt to follow, comment or visit.
Write the hook first and write three versions of it. The hook is 80% of the job on social.
Template 4 — The brand or about-us video
This one is emotional, not feature-led. A workable arc:
- Why we exist — the belief or frustration that started the company.
- What we do about it — your work, shown not just told.
- Who we do it for — the customer and the difference made.
- An invitation — a warm, human close rather than a hard sell.
Let real footage and real people carry it; keep narration sparse.
A worked example: a 30-second product teaser
Here is the explainer structure compressed, showing audio paired with visuals:
- 0–4s — Audio: “Still chasing approvals over email?” Visual: a frustrated manager surrounded by chaotic inbox notifications.
- 4–12s — Audio: “Meet [Product] — every request, approval and sign-off in one place.” Visual: clean product UI, a request moving smoothly through stages.
- 12–22s — Audio: “Approve in a tap. See where everything stands. Never lose a thread again.” Visual: close-ups of the key actions, a tidy dashboard.
- 22–30s — Audio: “Get your team set up in minutes.” Visual: logo, website, one clear call to action on screen.
Notice it is one idea, front-loaded, and roughly 60 to 70 spoken words for 30 seconds. That is what a tight, shootable script looks like.
Writing a script that survives the shoot
A few practical habits separate scripts that work from scripts that get rewritten on set:
- Read every line aloud. If you stumble saying it, so will the presenter.
- Time the draft. Cut ruthlessly to fit the run-time — there is always fat.
- Write the visuals alongside the words. If you cannot picture the shot, the line is probably too abstract.
- Front-load the message. Assume people leave early; say the important thing first.
- One idea per video. Two ideas means two videos.
When we produce video, scripting is where we spend disproportionate effort, because fixing a story in the edit is far more expensive than fixing it on the page. Our videography team can write the script with you or shape one you have drafted. See finished examples in our portfolio.
Frequently asked questions
How many words is a 60-second video script?
Roughly 130 to 150 words of spoken voiceover, since a comfortable pace is about two to three words per second. Most first drafts run long, so timing the script by reading it aloud is the quickest way to trim it to length.
Do testimonial videos need a script?
Not for the speaker — scripting their lines makes them sound stiff. Instead, script the interview questions that guide them through a problem-to-result story, then build the narrative in the edit from their natural answers.
Should I write the visuals or just the words?
Both, side by side. Pairing each audio line with the shot or graphic it accompanies forces you to think visually, catches lines that are too abstract to film, and gives the crew a clear plan for the shoot and edit.
Ready to start? Tell us about your project and we will help you script a video that is clear, tight and built to perform.
