Short-form video refers to content that is typically brief in duration, usually ranging from a few seconds to a few minutes. This article is a guide for writing short-form video scripts and how to create impactful narratives.

Mastering the Art of Short-Form Video Scripts

In the fast-paced world of digital marketing, short-form videos are a powerful tool for engaging audiences. Therefore, writing an effective marketing script for these bite-sized videos requires a unique approach that captures attention quickly and leaves a lasting impression. In this guide, we’ll explore the essential elements and provide tips on how to write a marketing script tailored for short-form videos.

Why is creating scripts for video content important?

For video, scripting is one the most critical aspects of the production process. A script provides clarity and ensures effective communication of the intended message. With a script, creators can manage time efficiently and maintain optimal video duration while keeping viewers’ attention and limiting costly mistakes and setbacks. Accordingly, having a script boosts confidence and reduces editing time for on-camera presentations or voiceovers.

Video Scripts and Brand Consistency

The structured nature of a script helps the narrative flow, guiding the audience through your ideas. Moreover, a script is a visual planning tool, helping coordinate visuals with the spoken words. As a result, consistency and cohesion enhance the viewer’s experience and contribute to the video’s memorability.

Video Scripts and SEO

Additionally, a script allows for targeted SEO optimization, making the video more discoverable on online platforms. Ultimately, creating a script is essential to laying a solid foundation for producing polished, compelling, memorable video content.

Instagram post formats

Tips for writing short form video scripts

Know Your Audience

Before penning down your script, understand your target audience. What resonates with the audience, and what challenges do they face? Tailoring your message to address their needs ensures that your video content is relatable and impactful.

Craft a Strong Hook

In the world of short-form videos, the first few seconds are critical. Create a captivating hook that grabs attention immediately. Whether it’s a thought-provoking question, a surprising fact, or an intriguing statement, make it compelling enough to capture the viewer’s interest.

Define a Clear Message

Short-form videos thrive on clarity and focus. Define a clear message or call-to-action that you want to convey. Avoid overloading the script with information. Instead, distill your key message into a concise and memorable statement.

Embrace Simplicity

Keep your language simple and easily understandable. Short-form videos are not the space for complex narratives, so use straightforward language to convey your message effectively within the limited time frame.

Utilize Visual Storytelling

Short-form videos are inherently visual. Therefore, complement your script with engaging visuals that enhance your message. Visual storytelling can evoke emotions and create a more memorable experience for viewers.

For Products – Focus on Benefits, Not Features

Highlight the benefits of your product or service rather than listing features. Viewers are more likely to be drawn to how your offering solves their problems or meets their needs.

Optimize for Mobile Viewing

Most short-form video viewing takes place on mobile devices. With this in mind, optimize your script for mobile viewing by using concise text, bold visuals, and legible fonts. Test your video on various devices to ensure a seamless experience.

End with a Strong Call-to-Action

Conclude your script with a clear and compelling call to action. Whether visiting a website, making a purchase, or subscribing to a newsletter, guide viewers on the next steps you want them to take.

Refine and Test

After creating your script, test it with a sample audience or colleagues. Gather feedback and be open to feedback and critique. Continuous testing and refinement will help you improve the video’s impact.

A script provides clarity, ensuring the intended message is communicated effectively and preventing confusion.


  1. The Format

    • Channel – Facebook, Instagram, YouTube, Pinterest, LinkedIn
    • Content Format – Reel, Story, Shorts, TikTok, Standard Video, Feed Post, Live
    • Length (To avoid running over video length limits, words in the script should be no more than double the video length limit in seconds)
      • 15 seconds – 30 word script
      • 30 seconds – 60 word script
      • 60 seconds – 120 word script
      • 90 seconds – 180 word script
      • 180 seconds – 360 word script
      • 240 seconds – 480 word script
  2. The Outline

    • The Opening – The Hook or Attention Grabber (Good hooks for video could include a quote, statistic, or mind-blowing fact)
    • The Problem – What problem are you addressing, and why should the audience care?
    • The Solution – Explain the solution and the benefits or provide freebies and tips.
    • The Why – Why our solution? Why your company?
    • CTA – What action do you want the viewer to take? (Don’t have too many CTA’s, focus on one)
  3. The Caption

    • Messaging:
      • What problem are you solving?
      • Who is the target audience?
      • What overall message do you want to communicate?
      • What feeling do you want your audience to have?
      • What action do you want them to take?
    • Write caption:
      • Hook/Attention Grabber
      • Describe the problem
      • Explain the solution and benefits or provide freebies and tips.
    • Include 5-10 hashtags relative to the topic of the video.

We’ve provided an example short form video script and a free downloadable template below:

Short Form Video Script Example

When it comes to short-form marketing videos, the key to success is to create a concise, easy-to-understand script and engaging. Knowing your target audience, writing a compelling introduction, and using visuals to help tell your story. By taking advantage of the unique opportunities that short-form videos provide, your script can drive a successful marketing campaign.

Trust your struggle but remember Verve Creative Studio is here to assist with everything from video content planning to implementation.

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