A 60-second video sounds short until you sit down to write it. Suddenly you have too much to say and not nearly enough time. The good news is that a tight well-structured script is something anyone can write once they understand how the format actually works.
Start With One Goal, Not Five
The biggest mistake people make when writing a short brand video script is trying to cover everything. Before you write a single word answer this question: what is the one thing you want the viewer to do or believe after watching? That answer becomes the spine of your script. Everything else either supports that goal or gets cut. If you haven’t already, this is also the first question to settle in How to Brief a Video Producer and Get Great Results before you even get to scripting.
Know Your Word Count Before You Write
A 60-second video at a comfortable speaking pace runs about 130 to 150 words. Here is how to distribute them:
- Hook (0–10 seconds): 20–25 words. Grab attention immediately.
- Problem or context (10–25 seconds): 30–35 words. Name the pain point.
- Solution (25–45 seconds): 40–45 words. Introduce your answer.
- Call to action (45–60 seconds): 20–25 words. Tell viewers what to do next.
Write the Hook First, Then Write It Again
The first five to ten seconds determine whether someone keeps watching. Your hook should ask a question the viewer wants answered, state a problem they recognize, or make a bold specific claim. Write your hook then write three more versions. Pick the sharpest one.
Write Like You Talk
Short sentences. Contractions. Plain words. Once you have a draft read it aloud. Time yourself. If it runs over 60 seconds cut. Your ears are a better editor than your eyes when it comes to scripts.
End With a Clear Specific Call to Action
Avoid vague closings like “learn more” or “visit our website.” A strong call to action tells the viewer what to do and why right now. For example: “Get a free quote today and have your first video ready within the week.”
From Script to Finished Video
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