Here at Dream Engine, we cover every aspect of video production. We work with you from the initial concept, planning, filming and editing to a finished product you’re proud of. We also have a big focus on an often neglected part of the process; scriptwriting.
The script is the document that all future filming and editing revolves around, so it’s extremely important to get it right before starting your production. A good place to start is by gathering all your related content in one place, your web content, brochures, previous videos so we can learn about your company or product. This ensures everyone is on the same page and speaking the same language. By sifting through and gathering the key information, we can find the most important aspect to focus on.
It sounds obvious, but it’s very important to determine what your goal is for the project. What is the one thing you want this video to achieve?
If there is a new training method you would like to show your employees, or a demonstration of your new product, the goals you have for the video need to be clearly defined, and we will work with you on developing the most succinct way to achieve your video goals.
While it can be tempting to get into great detail with your video, it is wise to focus on one set goal per video. By trying to cram in too much detail and information, you risk losing your viewer’s attention. Video is a good way to get a lot of information across in an easily digestible format, but it’s wise to avoid overstuffing the video. It is always best to keep your information brief and clear, and research has shown us that shorter videos are more effective at keeping viewers engaged and more likely to act on what they see.
We will work with you to choose the best style of video that suits your goals. For instance, a training video may work best with a scripted voiceover with the visuals showing a demonstration. Look at some videos that are of a similar style to the one you want to produce. Whether they are for a similar product, or even a competitor’s product, pick and choose what shots you like, whether they have voiceovers or interviews, and identify if the style would suit your product.
If it’s an in-house update for your team, you may want to focus on your goals for the next year or a specific target for employees. Identify the one action you want your audience to take, and we will build the script around that concept.
All key stakeholders should be involved as early on in the scripting process as possible. This ensures that all key points are addressed early on so there are no surprises after the filming has taken place and it’s too late. When dealing with a video or a product or new service, we begin our process by identifying the features and benefits. The script should begin by highlighting the features of the product, making clear early on the video what the product/service is. Then you need to show the benefits of the product/service before ending on a call to action, a link to your website or how the viewer can find out more.
Short, simple and direct.
Another aspect to consider is audience research. Good preparation and research will inform what shape the script takes. Who is your audience? What will excite and engage them? Just by asking questions, or preparing a short survey for the target audience can help you in judging what they want to see, and what you can do to provide that. Also, by analysing effective videos that are similar in style on YouTube, you can judge what works best and why it works. What makes them stand apart from the rest? Originality and some creativity can make a simple video into something that people will share and enjoy.
Scripting can be the most difficult part of a video to get right. It forms the structure for everything to come, so it is also extremely important to get right. By clearly defining your goal for the video, researching your audience and keeping your video brief and clear, your script will be a strong foundation for a very effective video.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.