In this blog, we will explore how to write an effective script for animated video. There is a lot of ground to cover, so we’ll break this article down into key themes.
Before we get started, it goes without saying that a strong script can improve the engagement of your video. However, we cannot overstate just how much.
A well-crafted script won’t boost engagement a little—it will have a dramatic effect on animated video engagement. Why? Because the script is the backbone that every piece of creative hangs off. In short,
What We Cover:
In this guide, we’ll walk you through the process of writing an effective script for animated videos. We’ll cover everything from understanding your audience to crafting a compelling narrative. We’ll also delve into the technical aspects of scriptwriting, and how to align your script with your brand voice.
No matter if you’re a marketing pro or just starting out, this guide is here to help. You’ll get easy tips and clear steps to make fun and effective animated videos.
So, let’s dive in and start writing!
Before we dive into the nitty-gritty of scriptwriting, let’s first understand the essentials. Animated video script writing is not just about putting words on paper. It’s about creating a story that resonates with your audience and drives them to take action. When done right, brand storytelling can be incredibly potent.
Here are the three key elements you need to consider:
• Storytelling: A compelling story is at the heart of every successful animated video.
• Audience Understanding: Knowing your audience inside out is crucial to crafting a script that resonates with them.
• Clear Message: Your script should clearly convey your core message and call-to-action.
Let’s not underestimate the power of storytelling in marketing. A good story evokes the right emotions, creates connections, and inspires action. In animated videos, storytelling should take centre stage. But storytelling is just the medium. In order to know what story to tell, first, we must understand the audience.
Understanding your audience is the absolute key to effective scriptwriting. However, be careful not to be too broad with your target audience. Often, clients will come to us with such a broad audience that it is impossible to create an effective story. Why? Because you need to know their preferences, their pain points, and what motivates them. If you go too broad, you cannot define these aspects.
Ask questions of your brief to hone in on the audience who are likely to be most receptive. These viewers are the ones most likely to engage. With the right knowledge, you can craft a script that speaks directly to them, resonates with their needs, and motivates them to take action.
Your script should clearly convey your core message. When you’re explaining a complex idea, showing off a product, or telling a brand’s story, make sure your message is easy to understand and interesting.
Too often, brands try to say too much. Or they are unclear on their single proposition. The goal of video in marketing is to engage, not as a means to explain—unless, of course, it’s a how-to video.
But equally, make sure your video doesn’t simply entertain. It’s a balance of having a clear message and delivering it in an engaging way.
Now that we’ve covered the essentials, let’s dive into the scriptwriting process.
First of all, it’s very normal to stare at a blank page for long periods of time. It’s also totally normal to write a bunch of stuff, then delete it and start again. Don’t put too much pressure on yourself. Let it flow. Sometimes, just by starting, we get a better sense of direction.
The first step in scriptwriting is conceptualising your core idea. In short, it is the general direction of the script, as well as the tone or style. You’ll want to lean heavily into brand guidelines, especially around tone of voice. You’ll also want to refer back (many times) to your notes with the client. Make sure you are absolutely clear on the single proposition benefit, then let your mind go. Don’t think about it too much. Let ideas bubble up.
Once you have a core idea, it’s time to structure your narrative. A script for an animated video has structure. Of course, you can learn in time to break this structure or play around with it. But it’s best to follow the structure to start with.
For an explainer video, which is the most common type, here’s the structure you’ll want to follow:
• Problem: How are you introducing the problem viewers face?
• Promise Statement: How does your client solve this problem? Use only a single sentence here.
• Proving the Proposition: How do you prove the promise statement is true? Be selective. Be strategic. What will resonate most with your target audience?
There are broadly two ways to go about this stage. Either drop content in to match the structure or just write and sort out the structure later. One is not better than the other; it comes down to personal preference. Don’t worry about making it perfect at this stage. The goal is to get your ideas down on paper.
After you’ve written your first draft, it’s time to revise and refine. This stage can be like carving a monument. You chip away a bit here and there. Maybe delete a whole line (or two). Maybe add a line in.
Here are a few things to consider during this stage:
• Clarity: Is your message clear and easy to understand?
• Engagement: Does your script keep the audience engaged from start to finish?
• Call-to-Action: Is your call-to-action compelling and clear?
Note, when we say “visual ideas,” we don’t mean a full written storyboard. We’re instead talking about the power of ‘show, don’t tell’. Can a script line be shorter if you show something visually?
Here are some other aspects you’ll want to consider:
The first few seconds of your video are crucial. This is when you need to grab your viewer’s attention and make them want to keep watching. How good is your hook? Does it pique interest?
Animated video script writing is an art in speaking like someone else. Do you sound like you? Or do you sound like your client? Your script needs to sound conversational, or it’ll seriously harm your engagement.
Humour can make your animated video more engaging and memorable. But be sure this aligns with the client’s tone of voice. If you can work some humour in, it goes a long way.
There are also technical aspects that you need to consider to ensure your video is effective and engaging.
The pacing and timing of your script can greatly impact how your video is received. A well-paced script keeps viewers engaged, while good timing can enhance the impact of key moments in your video. Keep this firmly in mind at the review stage. How is it feeling? This is intuition rather than a science.
Adding visual descriptions in your script can help inform the client as to what is being communicated in the motion graphics. This is not a full written storyboard. That would be confusing at this stage and create a lot of work once the feedback for the script is in. Visual cues should be brief and purposeful, giving just enough information to guide the animation process.
The choice of voice-over artist will make or break your script. Get lots of samples. Be clear in your direction. Then shortlist the artists who best align with the style you had in mind. Do not underestimate the value of this; the right voice can elevate your script and give it the emotional nuance it needs.
A quick word on call-to-actions. Have you got a strong call-to-action? Is it clear? Is it concise? Is it easily actionable? Never have more than one call to action, and make sure it aligns with the proposition. Whether it’s “Visit our website” or “Contact us today,” the call-to-action should leave no ambiguity about the next steps the viewer should take.
Writing an effective script for an animated video can be daunting, even for seasoned pros. But with the right approach, it can be mastered and, moreover, a highly enjoyable process. The key is to understand your audience, craft a compelling narrative, and continuously refine your script. With these strategies, you’ll be well on your way to creating animated videos that engage your audience and drive your business growth.
To further enhance your scriptwriting skills, there are numerous resources and tools available online. These can provide additional insights, templates, and even automated solutions to help streamline your scriptwriting process.
You might also want to see what the best are doing with our top picks for marketing animated videos.
