It’s annoying when ads interrupt as you watch videos online. You will likely wait for ten seconds to skip one. Hence, this is the challenge content marketers face—how script writing engages the target audience.
Story Living is the New Script Writing
Man has changed how he tells stories. Today, most stories are no longer spread by word of mouth, but through sounds, images, and videos.
Stories have also changed its cause. They started from teaching history, then fast forward to the present, most of the stories now convince a person to compel and buy.
Technology enabled people to access a variety of videos. Companies used this to market their wares. However, others did not deliver their promise. As a result, people became wary in believing stories. In script writing for videos, you must convince the audience to live the story.
Why Is Story Living Important?
Because many videos float in the internet, form content that appeals to the senses. A story may lack moods, but as soon as you induce drama and appeal to the emotion, you create a chance to make your video script standout.
Today’s market has a new mindset: do more and buy less. They spend products and intending to share the event on social media.
As the experience economy booms, produce story living videos that appeal to your consumers for them to experience your brand in a physical level and create meaningful emotional links. If you hit the target, they could even share it in their network. It is your way to engage your clients’ emotions rather than delivering key messages.
Video Script Writing for Story Living
There’s your regular video script writing and then there’s one for story living. In weaving a script for story living, consider these aspects.
Ask yourself what do you want to achieve in creating your video script. Beyond customer engagement, target inducing acts of empowerment, which might spur social actions to cement your brand in the minds of the market. If you need a promotional video script for a new flavor of ice cream, how would you persuade your market to buy?
2. Target Audience
In the age of story living, script writing for videos should target not the customer type, but the individual itself. You should cater what’s right for your customers. How does your market respond to your earlier campaigns?
If you sell diapers, should you make tear-shedding ads about mother and child? If you need to promote a theme park, how would you excite millennials and thrill seekers? Remember, one surefire way of losing clients is forgetting what’s important for them.
You should start with the heart. How can you appeal to the emotions of your market? Don’t concentrate on logos or colors, but on memories your market can associate with. For example, you refer special family events as a Kodak moment, denoting that you should preserve best moments through a photo.
Turn your expected outcomes into goals and brainstorm on ways how to achieve them. You should allot ample planning time and that includes research and feedback before finishing your video script. You should set the right tone, and talk in the language your audience understands.
Think of your video script writing as your elevator pitch, a limited chance to hold your audience. Pace yourself. Will you use a cannon ball to throw out the message out? Rather, will you be a firework display that dazzles one firework at a time?
Where will you launch your promotional video script? Which social platforms do your clients engage in the most? In this era where social media is the norm, choose where you will post your content. They will become your facilitators that carry your brand closer to your consumers.
4. Key Message
Old marketing tactics will ask you what message will you convey. However, in script writing for story living, you must remember what your audience needs. Brands that answered the question coped with their market. Their audience contributes to the narrative the brand carries.
You must let consumers contribute their stories. The idea it’s all about us occurs in buyers’ minds. Be the brand they have in mind as you tailor your message. Design your message to be reliable, unique, and understood by your audience.
5. Return of Experience (ROE)
Once your promotional video script includes these elements, you may think of return of investment (ROI). However, because story telling must upgrade script writing, the returns include not only monetary gains but also a return of experience. As opposed to return ROI, ROE allows you to measure an individual’s experience and tailor the service to improve the user experience further. The ROE is the new social currency and is valuable to build loyalty and advocacy.
Examples of Story Living
Story living in script writing rises in the brands that often use live stream services, such as Facebook and YouTube. Story living can appear in augmented reality (AR) or virtual reality (VR). Mixed reality (MR) happens when you combine both. This technology seeks to include both the virtual and physical world to enhance user experience. An example of mixed reality is Microsoft’s Hololens.
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