At Squideo, we provide optional copywriting under our whitelabel services. Alternatively, we offer copywriting assistance for clients who want to produce their own script but need help with optimisation – for example, reducing the length, refining the tone and keeping the language consistent. 

To delve into the world of copywriting, we’re having a conversation with Squideo’s resident Copywriter and Marketing Executive. 

1. How long should a video script be?

That depends on how long the video will be! We work on a rule of thumb at Squideo – 70 words per 30 seconds. If your video is going to be a minute long, the script should be 140 words. If it’s five minutes long, that goes up to 700 words. 

We calculated this by analysing the videos in our archives and looking at the words per minute speed of our voice over artists. There is room for variation, however. Typically we have a 10 word margin around this figure to ensure the script doesn’t stop awkwardly. The viewer should be left wanting more, not wondering why the feed cut out!

No matter the length of your video, it’s important to hit some key points as early as possible. Plenty of research has been done about the average view time of videos by different demographics on different platforms. A video needs to hook viewers as quickly as possible to increase the overall view time.  Try to mention:

• The company or organisation’s name
• Product or service name
• Slogan
• One or more unique selling points (USPs)

By including these points early on, you are certain that the audience has come away having learnt something about you even if they don’t watch the entire video. 

2. What is your process for writing a video script?

Squideo’s projects start with a kick-off call. This gives the client the chance to meet the Production Manager, who will be the primary liaison, and a Video Producer, who will work on the visuals. If they have asked for copywriting or copywriting assistance, I will also join the call. 

I have a list of questions that I need to ask before I can start creating a video script. Depending on how much information the client has already provided prior to the call some of these may already be answered, but it’s always helpful to confirm these details.

In the kick-off call, I like to ask:

• About the company or organisation
• For an overview of the client’s video idea
• About the video’s key message and its aim
• Where the video will be uploaded and who the target audience is
• Whether it should be written in British English, American English, Australian English etc.
• What tone the script should have
• If there is any language I should include, such as a slogan or tagline
• What the call-to-action will be

The call also gives the client an opportunity to ask the team questions, learn about our revisions process and put faces to the people they will work with on the project. 

3. Do you need to choose a voice over artist before writing the script?

Not necessarily. 

Sometimes the script can inform the choice of voice over artist. Once the video’s narrative is on paper and the tone has become clear, your choice of voice over artist might change to better match this script.

Alternatively, if you have a firm decision about the voice over artist early on in the process – perhaps voiced by yourself or someone on your team – this can give the script great direction in tone as it needs to reflect this language pattern. 

4. What do you mean by tone?

The tone of a video is the style of language it will use. That doesn’t only mean the dialect of English (British or American, for example), but also the presence you want your narrator to have. 

A corporate tone would use formal or semi-formal language. It might use more technical language for a specialist audience. 

A reassuring tone is friendly and upbeat. 

An energetic tone is friendlier and relies on shorter, catchier language to keep the viewer engaged. It works well in adverts or educational videos.

A serious tone is informative and eschews sales language to focus on delivering key facts. 

Have a look at the example below. These scripts have been written for the same company, but the tone is different. 

Scripts can incorporate multiple tones to match your organisation’s brand. 

5. How long does it take to write a script?

How long is a piece of string?

There are two main factors that effect the speed of copywriting: 

1. How large or small the total word count is.
2. Whether all the details needed to write the script have been provided by the client(s). 

Taking these factors into consideration, Squideo’s Production Manager creates a schedule for our team and the client for key production targets and receiving client feedback. We have an average turnaround of 6-8 weeks, varying depending on the length of the project. 

Typically the storyboard is produced shortly after the script and both documents are sent together so the client can get a feel of how the two will work together. The client can then come back with revisions to the script and/or storyboard, which will be implemented then resubmitted for the client’s approval. 

Get Started With Your Video

Watch our video below to get a better understanding of how we create videos to suit your project brief. And if you want to discuss how our videos can benefit your business, get in touch with the Squideo team today!