Great Scriptwriting Today = Outstanding Elevator Pitches

Last time, we wrote about how mastering corporate video scriptwriting can significantly impact your video’s effectiveness in the Singapore market – but now, in a world where A.I. can churn out a dozen videos before you finish your coffee, what makes content scroll-stopping?

Easy. Think of your video as an elevator pitch: introduce your brand, what it does, and why it matters – all in the first five seconds. That’s where great scriptwriting wins attention and action.

Fighting The Attention Dilemma With Effective Scriptwriting

The truth is, audiences today don’t just consume – they filter.

Why? Because there’s so much content to choose from!

For context:

• Teleprompter.com’s article suggests that “(video content) is projected to account for 82% of all internet traffic by 2025, underscoring the massive influence of online video”.
• Meltwater reported that in Singapore, social media users spend approximately 34 hours 29 minutes monthly on TikTok and 29 hours 45 minutes on YouTube.

With this much competition for attention, your script must hit hard and fast.

Key Scriptwriting Do’s to Keep Your Audience Engaged

No matter the length or type of your videos, the “3-C’ rule applies: Concept = Message; Character = Human Relativity; Conflict = Drama + Intrigue. (Produced by VICINITY, NUHS – Healthy Hearing, Healthy Ageing, November 2021)

First, let’s recap two takeaways from our corporate video scriptwriting article that can be applied to every video marketing script:

• Your audience is the North Star: Know who you’re writing for and what matters to them. Nail one clear message and one desired action.
• Nail your video’s core message and goals: “Less is more” when it comes to your script – ask yourself the following questions:

• • • “What do I want my audiences to take away from my video?” – This is your branding.
    • “What do I want them to do after they watch my video?” – This is your CTA.

Other golden rules of scriptwriting are as follows:

• Land that hook: Your hook can be anything as long as you keep your audience’s wants (and pain points) in mind – a compelling question, a relatable problem, or a surprising fact.
• Keep it concise, but natural: If it isn’t something someone would say in a normal conversation, it won’t cut. (Pro Tip: reading your script out loud helps.
• Structure your script clearly: The “3-C” rule (Concept → Character → Conflict) applies even in a 30- or 60-second video. Your structure needs a clear idea, a human angle, and tension.
• Add visual cues: Add cues like “[cut to product]” so the production team and the viewer see what you’re saying – not just hearing it.

An unconventional tip: Every second counts in video marketing. For 1 – 2 minute videos, assign time segments to each script component so the story stays concise and balanced.

Starting your hook with your audience’s pain points can resonate with them, leading them to stay and watch your video. (Produced by VICINITY, Changi Airport Group (CAG) iChangi App – Travel Again Launch Video, April 2022)

The Don’ts: Common Scriptwriting Pitfalls That Lessen Engagement

Avoid these mistakes if you want your video marketing to stick, and not become “just another video”:

• Don’t cram too much in. One key idea wins. Multiple ideas lose.
• Don’t write for reading. If it feels formal on paper, rewrite it for speech.
• Don’t lean on jargon. Swap “leverage” for “use”; “synergy” for “team up.”
• Don’t hide the CTA. If viewers finish and don’t know the next step, you wasted the viewer’s time.
• Don’t over-rely on visuals. Pretty shots alone won’t move people – words create meaning.
• Don’t ignore pacing. Vary shot lengths and beats to keep momentum.

Write for Human Engagement, And The Numbers Will Follow

Human nuances in scripts draw the line between generic and great storytelling. 

After all the strategy, structure, and storytelling frameworks, great scriptwriting still comes down to one simple principle: write for people, not algorithms. While AI can help brainstorm or polish a line, it can’t replicate the small pauses, emotions, or imperfections that make stories relatable. When your message connects on a human level, engagement – and performance – naturally follow.

As one excerpt from this CNA article puts it: “Human communicators will always have an edge over AI in being able to tell authentic stories from personal experience.”

So, Are You Ready to Take Your Video Marketing Game to the Next Level With Expert Scriptwriting?

Call us today at +6569936993 (SG) | +60 3 3003 4653 (MY) or reach out to us at [email protected] – let’s craft your story for maximum impact and a deeper human connection.