Writing Great Video Copy Is Easier Than You Think

Yael Klass
By Yael Klass
July 23, 2018 · 6 min read

When it comes to perfecting your video marketing, the video is only half of the equation. It’s important to create professional quality, engaging video content.The other half of the battle is in the video copy.

Simply put, your video copy is the scripted subtitles, or ad copy that enhances the visual elements of your video.Up to 85% of Facebook videos are watched without sound. Conveying your message without the benefit of narration or voice-over is an essential part of the process.

Writing great video copy will only enhance your video marketing efforts and may lead to improved reach as well as engagement rates. The only question left is: how do you get started?

Look, we get it. Not everyone is Shakespeare. The idea that you have to write something powerful and compelling may frighten some people off. You may be comforted to know that even Shakespeare never wrote great video marketing ad copy.

Hey, it’s true. What’s also true is that writing great video ad copy is easier than you think it is. Here are a few tips to help get you started.

Write A Draft

Businesses the world over spend millions of dollars focusing on their brand messaging. You can do the same thing in a few hours. Before creating any video, it’s important to draft out where you want the video to go. What visual elements do you want to incorporate? What is the message you want to get out there?

The good news is that your ideal video ad length for most platforms will be roughly in the 30-60 second range so you don’t have to worry about writing an hour long presentation piece. Clearly define your message and use the best words to clearly present that message.

And hey, it’s called a “draft” for a reason. You can always edit it later. Gather feedback from your partners, co-workers, employees, etc. See if what you’re saying is as clear to them as it may seem to you.

Your video should not be jam-packed with text, so don’t feel as though you have to go crazy. Simply enhance the message you want to convey and present it clearly in a series of short, easy to digest captions. Learn how to add text to a video in a few easy steps with Promo.com.

It’s All About The CTA

The CTA, or “call to action” is the action you want viewers to take next. In video marketing, it’s the icing on the delicious video cake. Not all CTA’s are created equal so choose one that best describes what you want viewers to do next. Common CTA’s include:

  • Shop Now!
  • Buy Now!
  • Click Here For More Info!
  • Download Now!

In video marketing, your video should close with a strong CTA that builds on what your video has covered. If you were talking up your restaurant’s new menu then a good CTA might be “Reserve a Table Now” or “Click Here to View our New Menu” etc.

After you’ve grabbed your viewers’ attention and held on to them throughout your video, tell them what you want them to do next. It’s a simple yet important part of the video ad process.

BREAKING NEWS: Write a Good Headline

As important as your video is, the text that accompanies it is also key. A strong headline accompanying a strong video is a 1-2 punch for success. A good headline grabs your attention but also tells people what to expect from the video below.

If you’re advertising a promotion, giveaway, or discount then this should be fairly easy to write. Your headline should be quick and to the point. Most people are going to glance at it quickly and you want them to be able to absorb the information without having to scrutinize the text. A single, short sentence is all you need.

“20% Off Sale At John Doe’s Furniture!” is quick, easy, and conveys the value. What’s more, it will entice people to watch the ad to find out the details.

Set aside a nice sofa set for us while you’re at it. Leather, please. Bonus points if there’s an ottoman.

Writing The Description

The description portion of a video ad, at least on Facebook, is an opportunity to expand on the information contained both in the headline and the video itself. This is where you can get a little more lengthy but not too much.

90 characters is the ideal length, and if you want to know what that looks, like it’s this sentence.

Even that sentence was a little over the 90-character mark, but you get the idea. Simply state the info in a little more detail and include anything the customer needs to know such as an expiration date.

That 90-character “limit” isn’t a hard and fast rule by the way. The world isn’t going to end if you go over slightly. The goal isn’t to hit a hard limit but rather to keep your copy clear, concise, and tight. There’s a time for rambling and this isn’t one of those times.

Speak in Numbers

Binary is a universal language. A series of 1’s and 0’s. It’s how computers talk to one another. But that’s not important right now. What we’re talking about is the power of using numbers in your ad copy.

If it’s applicable, including numbers in your headline and copy can be helpful for engagement. For example, we’ve all seen titles that promise “5 Great Tips For A,B,C” or “7 Reasons Why You Should X,Y,Z.”

This won’t apply to every video you create but if it fits, it’s a no-brainer. People love lists and the promise of multiple reasons or tips just makes people want to find out more. If it works, use it and let your copy practically write itself.

Write Well, Right Now

As you can see, you don’t have to be Shakespeare to write great ad copy. Simply tell your story in a clear, concise way and let customers know what they can do next. Let your awesome marketing videos tell the tale for you and enhance them with compelling, relevant, supportive text.


About the author

Yael Klass

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