Video Marketing Copy & Best Practices


Videos are now one of the most popular content formats on the web. It makes up around 82% of traffic today, and the number grows by the minute.

Video is engaging and conveys information light-speed quick, thus why businesses need videos as a way to market products and services.

However, just because you have a video doesn’t mean your campaign will be successful. If you want to succeed with video marketing, at Briefer Copy, we know that you need to put some thought into tight video copywriting. 

How Copywriting Benefits Video & Improves Performances

Copywriting is the written part of the video that appears on-screen, and a sharp copy sells both products or services. It is a smart way of capturing attention through simple words. 

With compelling copywriting, many would feel the urge to take immediate action as suggested by the copy, such as upvoting videos, leaving comments, sharing the content, and even subscribing to a channel.

That’s why in-video copywriting is essential in every part of the marketing funnel, regardless of its medium. You can basically put copywriting into blog posts, images, and videos without reducing the value of each piece of content.

Videos are the hottest take of content marketing today! 

They are easily consumed and shared to multiple platforms at the fingertips. In fact, most social media platforms have accommodated videos as their #1 medium, making them quick to get viral on the internet.

With video-sharing platforms like YouTube dominating the world, it’s hard not to get hooked by a marketing video and proceed to take action after watching the content.

So, how does copywriting amplify video marketing performances?

1. Understand customer pain points.

Copywriting is what addresses customer pain points. The right wording makes videos more relevant and helpful to your target audience. You can use this information to create a video that will resonate with your audience and deliver the message in a way that is easy for people to understand.

2. Communicate easily with customers.

The most important thing that copywriting does for video marketing is to make your message clear and simple, so it’s easier for customers to understand what you’re talking about.

Copywriting aims at clarity, not confusion. Video messages help customers see how your product or service will solve their problems or meet their needs. It also makes the message more actionable, so the viewer would want to take immediate action after watching your video.

3. Create a connection through storytelling techniques and emotional triggers.

Stories have always been effective at connecting with people because they make people feel like they can personally relate to your brand and brand promise. Stories also create an emotional connection with customers to make them feel like they’re part of your story. 

Copywriting is what conveys your story to what customers want and so your valuable videos resonate with them emotionally.

4. Increase engagement and conversion rates on YouTube.

If you want more people to watch your videos and subscribe to your channel, it’s important that you make it easy for them to find what they’re looking for on your YouTube channel. 

Copywriting is all about clear messages and call-to-action statements to help viewers know exactly where they need to go next.

When creating a video, ask yourself, “what action will the viewer take after watching my video?” If the answer isn’t clear, your viewers won’t be taking action either. 

Clear and concise copywriting makes it easy for viewers to find what they’re looking for on your channel, which is the ultimate goal of copywriting in video marketing.

Here is the video marketing checklist on how to craft good copywriting and some tips for a successful campaign.

Sharpen your video copy.

Copywriting isn’t just a simple written text on your video title, description, or even thumbnail. The copywriting is a persuasive but not promotional message that guides and eventually urges viewers to take action.

Engaging copywriting in videos can always use some tips. 

Keep the copy short yet intriguing.

Nowadays users have very short attention spans, and you want to make sure that they don’t get bored before they even get to the meat of your video.

  • Keep your copy short and plotting.
  • Avoid using big words or long sentences that make it harder for people to understand your implied and perceived point.
  • Get straight to the matter.
  • Use simple language that everyone can understand.

Use persuasive language.

When you are copywriting for a video, it is important to use persuasive language. This means using words that will convince people to take action, such as “buy,” “sign up,” or “subscribe.”

But, you need to get rid of words that might turn people off, such as “spam” or “hard sell.” Instead, focus on creating a positive message that urges people to learn more about what you are offering.

Tell a story with your copy.

Another great tip for video copywriting is to tell a story. People love stories, and if you can weave one into your magic marketing campaign, you can surely engage your viewers.

Think about how your product or service can help people by using brand storytelling in your copywriting. This will help sell your product, but it will also make people remember your video and brand.

Use call to actions (CTAs)

A call to action (CTA) contains the words that prompt viewers to take the next step and that’s why microcopy is hot topic. 

Using CTAs is a great way to get people to take action after watching your video. This could be something as simple as telling them to visit your website or sign up for your newsletter.

Whatever you want people to do, make sure your CTA is clear and concise. Otherwise, people might not know what you want them to do, and they won’t take any action at all.

Prove social proof.

Social proof is a powerful tactic that you can use along with copywriting magic. 

Use wording to further testify video snippet evidence and footage of people who use or used your product or service and are happy about it. 

For example, you could include testimonials from satisfied customers or case studies of businesses that have used your product. This will help build trust and show people that your product or service is worth investing in.

Part of good video copy is emphasizing crucial wording in reviews you share, be that as part of a subtitle narrative or straightforward image of a written review.

Test your copy.

Once you have written your copy, it is essential to test it out to see how it works. You can do this by adding copywriting into your short video and showing it to some friends or close ones.

See if they understand what you are trying to say and if they are convinced by your message. If not, you might need to go back and tweak your copywriting until it is perfect.


Basics of 10-second video marketing scripts

Now, let’s move to the next step, shall we?

Here is how you make a great ten-second video marketing script.

Bang a compelling title.

The first step is to write a title that urges viewers to watch your video, so find your hook. You need to be concise and to the point, as most won’t have the time to read a lengthy title.

Include your desired keywords, relevant to your video, so that people can easily build a rapport and click.

Craft a tight description.

After you have written your title, you need to write a description of your video. This is where you can convince people to watch your video by telling them what it is about.

Again, you need to be concise and to the point. You should also include a call to action so that people know what you want them to do after watching the video.

Use illustrating able words and fun tones.

Your video marketing script should be written in an easy way to understand. 

  • Intro with simple words and short sentences so that people can hop along friction-free.
  • Use a friendly, dynamic and systematic tone, to carry people through watching your video. 
  • Avoid using formal or sales wording all the time, but rather leave it for the punchy ending.

Create an engaging thumbnail.

Your thumbnail is what will appear on social media and in search results, so it needs to be eye-catching and engaging.

Make sure that your thumbnail includes an image that represents your video and the title of your video. This helps people understand what your video is about before they even click on it.

Your thumbnail should also include a persuasive copy that sparks people’s curiosity and leads them to watch your video. 

For example, you could use a testimonial copy to convince people to watch your video.

Optimize your video for SEO.

Once you have created your video, you need to optimize it for search engines. 

This means including keywords in your title and description and tagging your video with relevant keywords.

Tags are keywords relevant to your video, and they will help people find it when they are searching online. Make sure that you include popular keywords relevant to your video so that more people can find them.

You should also ensure that your video is hosted on an easy website for search engines to find. This will help people find your video when searching for information about your product or service.

Keep it under 2 minutes.

People have short attention spans, so you need to keep your video under 2 minutes. If you try to cram too much information into your video, people will switch off before the end.

Focus on one main message and make sure that you get it across clearly and concisely. If you have a lot of information to share, you can create a series of videos rather than one long one.

It’s a cut!

Putting the focus and energy into your perfect video copy makes the difference in promoting your product or service. However, you need to make sure that your video is well-written and engaging so that people will watch it.

Use these tips above to write a video marketing script that convinces people to watch your video. Remember to keep it under 2 minutes and focus on one main message.

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