Table of contents
Most corporate video scripts open the same way: founded in a certain year, located in a certain city, occupying a certain number of square metres. Internally that is a credential; to an audience it is noise. They want to know what problem you solve. Three opening structures, two sector adjustments and a four-pass revision follow.
1. A Corporate Script Is Not an Ad Script
An ad script drives one specific action and lives on hooks and conversion.
A corporate video script builds overall understanding and lives on structure, credibility and recall.
Different length, different rhythm. Written like an ad, a corporate film feels shouty; written like a corporate film, an ad fails to hold anyone. The corporate script carries one job: making people remember what you do.
2. Three Opening Structures
| Opening | First-line structure | Fits | Risk |
|---|---|---|---|
| Problem | A concrete difficulty the customer faces | Solution-led products and services | Wrong problem and the film drifts |
| Scene | A recognisable working environment | Manufacturing, engineering, logistics | Familiar scenes leave no trace |
| Claim | One verifiable assertion | Technical firms, new entrants | An empty claim reads as a slogan |
Problem openings suit categories with a sharp pain point: testing, environmental services, equipment maintenance. Scene openings let images do the work and need a visually distinctive environment. Claim openings demand the most craft, because one sentence must be both new and defensible.
3. Sector Adjustments
Scripts for power sector companies have narrower wording boundaries: safety, dispatch and supply reliability need restraint, with process and standards doing the persuading instead of adjectives.
Technology scripts tend to drown in terminology. Fix it by attaching a plain-language clause to each term — "edge computing" becomes "the data does not all travel back to the server room; the decision happens on site".
Company scripts are usually drafted by marketing and fact-checked by the business unit. Never skip the check: a technical error means re-recording the voiceover.
4. Four Revision Passes
Pass one, delete adjectives. Strike every "advanced", "complete" and "leading", then see whether the sentence still stands. If it collapses, there was no content.
Pass two, audit verbs. Script strength lives in verbs. Replace "is committed to" and "focuses on" with an action.
Pass three, read it aloud. Voiceover is spoken. Anything awkward to say gets rewritten.
Pass four, fit the runtime. Estimate four to five characters per second and cut to length. When over, cut repeated information, never the evidence.
5. FAQ
How long should the script be? A three-minute film runs roughly 700 to 900 characters of voiceover; a one-minute film around 200. Leave room for the images to breathe.
Should we mention industry ranking? Any ranking claim needs a verifiable source. Without one, use customer cases and delivery data instead.
Who signs off? The marketing lead signs the script, the business lead confirms facts. Two signatures, then stop editing — otherwise the loop never closes.
Related
- See also: pairing shot list with voiceover
- See also: preparing material before a shoot
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