9 Tips for Writing Better Video Advertising Scripts

In a time where the average internet user encounters countless digital advertisements daily, standing out becomes more challenging yet important.

Research indicates that each month, individuals are bombarded with thousands of digital ads, leading to nearly 47% of them employing ad blockers in 2024 alone.

Surprisingly, despite the overload, video content continues to capture attention, with a whopping 78% of consumers preferring video over text.

This preference boosts the organic reach of native video ads by an impressive 150%, alongside a surge in video play clicks and a click-through rate that triples the industry average.

However, the effectiveness of these video ads depends on more than just visuals; understanding the psychology of video script writing is important.

This article will guide you through 9 essential tips to create video scripts that not only grab attention but also engage consumers effectively, ensuring your native ads resonate and convert.

You will learn how to utilize the full potential of video advertising to captivate your audience and drive meaningful engagement in your campaigns.

Tips for writing native video advertising scripts

The following are 9 important elements to consider when creating a winning video script that will help you grab attention and engage more consumers with your native ads campaigns.

1. Know Who You're Talking To

When you're making a video ad, it's really important to know exactly who you're trying to reach. Don't just make something for everyone—because then it might not really connect with anyone.

Think about who your customers are, what problems they have, and what they care about. You can find this out by asking them directly with surveys, having discussions with your team, or talking to people in focus groups.

For example, if you learned that 80% of your audience loves outdoor activities, you'd use images and words in your video that show the outdoors and adventure.

This way, your video talks directly to what they like and connects with them better.

2. Set Clear Goals

Before you start writing your video, you need to be very clear about what you want to achieve. Ask yourself:

  • Who am I making this video for?
  • Where will people watch this video?
  • What are the main things I want to say?
  • What do I want people to do after they watch the video?
  • What kind of story and pictures will help me say it best?

Answering these questions helps you figure out how to write your video so that it does exactly what you need it to do, like where to show the video and how long it should be.

3. Focus on One Main Idea and Character

Your video should focus on one main idea so that it's easy for people to understand what you're trying to say.

Make this idea clear right at the beginning of the video. Also, use one main character that people can relate to. If you have too many characters, it might confuse viewers.

For instance, if you're selling a new smartphone, your main idea could be how this phone makes life easier with its new features.

Your main character could be a young professional who shows how these features help in their daily life. This simple focus helps viewers understand and relate to your message, which is really important for making a successful ad.

4. Creating Your Story (The power of storytelling)

Storytelling is important in video ads, which should blend seamlessly into the viewer's content experience.

Research shows that people remember 70% of information when it’s told as a story and up to 95% when the story evokes emotions. Here’s how you can structure your video script:

  • Introduction (Exposition): Set the scene and introduce characters.
  • Build-up (Rising Action): Present a problem or challenge.
  • Peak (Climax): Bring the problem to its most intense point.
  • Wind-down (Falling Action): Begin solving the problem.
  • Conclusion (Resolution): Wrap up the story with a solution and a clear message.

Add engaging elements like unexpected visuals or relevant humor. For instance, a 2022 study found that ads with a humorous twist were 30% more memorable to audiences compared to straightforward ads.

5. Visual and Audio Consideration

Considering that 85% of ad videos are watched without sound, your ad’s visuals need to do the talking. Use vibrant colors, clear imagery, and text overlays that align with your target audience’s cultural context.

When scripting, lay out every visual and auditory element in a two-column table—this helps your production team understand what should be shown and heard in each scene, ensuring nothing gets lost in translation.

6. Keep It Short and Sweet

With the average attention span now at just 8 seconds, shorter than that of a goldfish, your video scripts should be concise and to the point.

Write in simple, active sentences and keep paragraphs brief. Focus on delivering key messages quickly and effectively—like an SMS.

This brevity is not just stylistic; it’s necessary for keeping viewers engaged. Additionally, integrating specific hashtags can help tailor and track your video’s reach and engagement.

7. Leverage User-Generated Content

Incorporating user-generated content (UGC) into your video scripts can boost authenticity and trust.

Videos featuring real customer testimonials or showcasing how real people use your product or service can resonate more deeply with potential customers.

According to statistics, 92% of consumers trust organic, user-generated content more than traditional advertising.

8. Highlight Social Proof

People are influenced by the actions and approvals of others. Including elements of social proof in your script, such as number of current users, ratings, or awards can help validate your message and increase credibility.

For instance, stating that “Over a million users trust our service” can be a powerful motivator for new customers.

9. Use An Effective Call To ActionA strong call to action (CTA) is essential for converting viewers into customers. Tailor your CTAs to be clear and compelling:

  • Use on-screen text: "Click here to start your free trial!"
  • End with a voiceover: "Act now to enjoy exclusive benefits!"
  • Include dialogue: Characters can directly encourage viewers to take action.
  • Interactive buttons: These can be clicked right from the video, making it easy for viewers to act immediately.

Launch Your Video Ads with SureView.tv

Now that you’ve created your ideal video script, it’s time to put that vision into action!

At SureView, we specialize in placing your video ads where they make the biggest impact.

As a leading native video ad network, we ensure your content reaches the right audience through optimal placement across various digital platforms.

Ready to see how your video can capture attention and drive results? Connect with SureView.tv today.

Reach out now for a consultation, and take the first step towards transforming your video script into a powerful marketing tool.