How to Write Engaging Video Scripts for Social Media Ads

Know Your Audience

Before you write anything, you need to understand who you're talking to. Who are they? What do they care about? What kind of content grabs their attention? Answering these questions will help you write a script that resonates with them.

Identify Pain Points and Interests

If you're selling a product or service, think about the problems your audience faces. Maybe they struggle with finding time for workouts, or they’re looking for a new hobby. If you can address their needs or interests in your script, they’ll feel more connected to what you’re saying.

Keep It Short and Sweet

Social media ads need to be short—really short. People scroll quickly and have little patience for long content. Focus on one message, one call to action. Stick to the essentials and keep the video around 15 to 30 seconds.

Grab Attention Fast

The first few seconds of your video are crucial. If you don’t capture attention quickly, viewers will swipe away. Start with something that grabs them, like a bold statement, a question, or an eye-catching visual.

Start with a Hook

A good hook makes the viewer stop and pay attention. It could be a surprising fact, a relatable scenario, or even a question that makes the viewer think. For example:

• "Tired of spending hours at the gym?"
• "What if you could save 30 minutes a day?"

These lead the viewer to think, "Hey, that sounds like me!"

Use Simple Language

When writing your script, use words that are easy to understand. Keep sentences short and to the point. Avoid jargon or complex phrases unless it’s specific to the audience you’re targeting.

Be Direct

Tell your audience exactly what you want them to do. Whether it’s clicking a link, visiting your website, or buying a product, make it clear. Ambiguity leads to inaction. Instead of saying, "For more information, visit our site," try "Click to learn more."

Be Clear

Don’t overcomplicate your message. People watch social media videos on the go, often while multitasking. You want them to understand your message quickly, even if they only watch part of the video. So, stay focused on your core message.

Create a Story

Humans are wired to respond to stories. A compelling narrative can make your message more engaging and memorable. Even a short ad can tell a story—just keep it simple.

Start with a Problem

Present a problem that your audience can relate to. This could be anything from feeling frustrated by a lack of time to needing a solution for a specific issue. The key is to make sure it’s something your audience cares about.

Offer a Solution

Once you’ve set up the problem, introduce the solution. Show how your product or service can help. Focus on the benefits and how it directly addresses the problem. Keep the solution clear and easy to understand.

End with a Call to Action

Finish strong with a call to action. This is your moment to tell the viewer what to do next. Make it easy to follow through by providing a simple step: “Visit our website,” “Order now,” or “Get started today.”

Show, Don’t Tell

One of the best ways to engage viewers is by showing them what you mean, rather than just telling them. If your product makes life easier, show it in action. If it’s something fun, highlight the excitement and energy through visuals. People are more likely to connect with what they see than what they hear.

Use Visuals Wisely

Use visuals to complement your script. The visuals should support the message, not distract from it. If you’re talking about how easy your product is to use, show someone using it in real life. If it’s about saving time, demonstrate how much quicker a task can be done with your solution.

Keep It Visual and Active

Don’t rely on a static shot of the product. Show how it moves, how it works, and how it fits into someone’s life. This keeps the viewer engaged and helps them visualize themselves using it.

Focus on One Idea

Each video should focus on a single idea. Trying to do too much in one video will confuse the viewer and weaken the impact of your message. If you have multiple points to make, break them up into separate ads. This makes each video more effective and ensures your message is clear.

Choose One Key Message

Pick one main idea or benefit to highlight in each video. Make sure that everything in the script supports that core idea. Avoid adding anything that doesn’t directly help communicate that message.

Keep the Pace Moving

If the video feels slow or drags on, people will lose interest quickly. Keep the pacing fast and energetic to maintain attention. Break up the video with quick cuts and visual changes to keep things fresh.

Use Quick Edits

Instead of lingering too long on one shot, use quick edits to keep the video dynamic. This creates a sense of urgency and excitement that can make your video feel more engaging.

Include Transitions

A well-timed transition can keep the flow of the video moving smoothly. Use simple transitions like fades or slides to maintain interest without distracting from the main content.

Write for Sound Off

Many people watch videos on social media without sound. Make sure your message is clear even without audio by using text or captions to reinforce key points. Visual cues can help communicate the message, but captions ensure the viewer understands it even when sound is muted.

Use Text for Key Points

If you’re making an important point, include a brief on-screen text to reinforce it. Keep it simple—just a few words that drive home the core message. This works particularly well for stats or quotes.

Add Personality

Social media is a place for people to connect, so let your brand’s personality shine through. Whether you’re fun, serious, or professional, make sure your tone matches the vibe of your audience. If your brand is playful, don’t be afraid to use humor. If you’re offering a serious solution, keep it straightforward but approachable.

Be Authentic

People can tell when content feels forced or fake. Keep your script natural and relatable. The more authentic you are, the more likely your audience will connect with you. Avoid using overly scripted or sales-heavy language.

Maintain a Calm Confidence

Rather than coming across as too pushy or enthusiastic, maintain a tone of calm confidence. Show that you believe in your product and its value without overhyping it. Trust that your message is enough to convince the audience.

Test and Optimize

Once you’ve written your script and created your video, don’t forget to test it. See how it performs and make adjustments based on feedback. If you notice people aren’t clicking through or engaging, it might be time to tweak the script or visuals. Test different hooks, calls to action, and visuals to see what works best for your audience.

Track Engagement

Monitor metrics like click-through rates, video views, and interactions to see if your message is resonating. If a video isn’t performing well, try changing a few elements and test again.

Conclusion

Writing engaging scripts for social media ads doesn’t have to be complicated. By understanding your audience, keeping your message clear and focused, and using visuals to support your script, you can create content that grabs attention and drives results. Always test, adjust, and keep refining your approach. When done right, your videos will connect with viewers and motivate them to take action.