A guide to writing popular short video scripts

With the gradual explosion of short videos this year, more amateurs have joined the VLOG team. However, for newcomers, they are not worried about the recording problem, but about "how to write the script."

Behind every hit case is actually the careful planning of the team. Only if we write a complete "script" copy and add a scene-based short film, can we bring ourselves more than 100,000 readings.

Don’t worry, Zhiyuan has observed nearly 200 short video accounts, and today I will share with you the writing methodology of short video VLOG copywriting.

As an amateur, as long as you understand this logic, you can also become a popular IP. I hope I can help more friends who are engaged in short videos here.

01 Understand the “content attributes” of short videos

Mainly based on the head platform:

The video types are: short video of about 20 seconds, medium video of about 50 seconds, and long video of about 180 seconds.

If we want to be a vlog blogger, we must first learn how to position ourselves, whether to do it through the form of IP or through the form of a vertical blogger, because we need to think clearly about what kind of output we want to do before registering an account.

Inaccurate positioning is not only tiring to do, but also makes it difficult to gain users’ attention.

In general, the positioning of the video content must be clear, so that you can get more recommendations from the platform. At the same time, you must create content that you like and make the content detailed, so that you can persist for a long time.

Regarding the positioning of IP, we will not elaborate too much here. After IP positioning, let us first understand the positioning of the content attributes of short videos:

Positioning for a 20s video:

The 20-second videos are mostly made by amateurs. They record according to the platform’s recommended music at different time periods. Most of them do not have their own core positioning and just record at will.

Of course, according to Zhiyuan’s observation, there are also 20-second videos that are made with the attitude of their own IP, such as talent, education, workplace, economics, or "travel scene" types.

The talent and travel categories tend to focus on "talent", "appearance" and "scenery", with punctuated BGM. This type of short video does not have a core story and only attracts users through appeals at certain points.

Education, workplace, quickly telling a story or explaining a point of view within 20 seconds, the content input by this type of short video blogger is relatively vertical, and the style of each video is mostly the same.

This type of VLOG is also easily accepted by many users because it can quickly catch the eye by taking advantage of its short and precise features. It is also easy to edit and can be sent directly with dubbing, without spending a lot of time or too much editing skills.

Make a video of about 50 seconds:

This type of video mostly tells stories and attracts users with a one-sentence opening theme, such as Fan Deng’s reading and book-talking videos. Common titles include: “How I spoke on a stage with 1,000 people in 15 days”, “How a newbie achieved millions or tens of millions of views”, and “What should a newbie do if he doesn’t dare to show his face during a live broadcast?

Through hedging thinking, the title of one sentence attracts attention, then three points are explained, and then the summary is concluded, raising a rhetorical question routine.

In this regard, vlogs have higher editing and music functions for bloggers than 20s videos. This type of video also requires more planning costs. It is necessary to write a script in advance and learn from the script and select materials.

Examples of bloggers of this type include "方琪KIKI", "曲玮伟", etc. Of course, users may not have too much energy to finish watching a video. To tell a story in 50 seconds, it mostly depends on whether the theme in the first 5 seconds can capture the user.

Long tail video about 180s

Those that are longer than 180 seconds are usually blogged by bloggers of digital products, reviews, games, cosmetics, and food, such as Wang Ziru’s zealer, Dad’s Review, and Li Ziqi.

Bloggers and makeup bloggers use a video of no more than 3-5 minutes to thoroughly explain a product or a story, using narrative techniques to describe it and show every detail.

There are also some amateur clapping techniques that allow people to shoot the entire video in one shot, such as recording their own "styling process" or "time process", like the Volcano version of Tik Tok and Haokan videos, which are usually dominated by long-tail bloggers.

If we look at it from a complex perspective, long-tail videos require higher editing skills, and have relatively high requirements for dubbing, theme, content positioning, and shooting equipment.

Different types of bloggers have different characteristics. If you are new to vlogging and just want to have fun, you can start with 20 seconds and write a paragraph of about 100 words of content and opinions. Reading it is also a choice for many entry-level people.

Only by accurately identifying the positioning of different contents and fields can we accurately launch vlogs. After reading this, think about which one you want to make?

02 8 ways to write a topic

Theme, as the name suggests, is what point we want to express in making a video.

For example, in dancing, she may want to show her dancing posture and figure. For BGM, the blogger may want to make a good transition between scenes at the right time. Zhiyuan will tell you how to do different short video theme attributes:

Short video theme case 1:

A misunderstanding over a bowl of soup? This video has some DOU new ideas.

Lao Wang walked into the restaurant and ordered a bowl of soup. The waiter immediately brought it to him. As soon as the waiter left, Lao Wang started to yell, "I'm sorry, I can't drink this soup."

The waiter brought another bowl of soup, but he still said, "Sorry, I can't drink this soup." The waiter had no choice but to call the manager. The manager nodded respectfully at Lao Wang and said, "Sir, this dish is our restaurant's best and is very popular with our customers. Could you please tell me?"

I mean where is the spoon? This story tells us that it is a good thing to correct mistakes, but we often correct the correct ones and keep the wrong ones, which results in making the mistake even worse.

Short video theme case 2:

What is lucky bias? A mindset worth learning.

In psychology, there is a concept called lucky bias, which tells us that because it is easier to see success and less likely to see failure in daily life, we will systematically overestimate the hope of success.

In fact, all the successful people you see are lucky people. You will never know how many failures are behind the lucky ones. The lucky bias will distort the probability like a funhouse mirror. This means that in order to alleviate the lucky bias, you have to visit the once promising projects, investments and career goals as often as possible.

Although such a walk may be sad, it will definitely be good for you. Have you learned it?

From the two videos above with over 100,000 likes, we can see that the stories are not actually very attractive, but they have captured the user’s mind at the title level.

In the algorithm mechanism, we receive tens of thousands of tagged recommendation information every day. If you want your short video to stand out from the information and have a high number of views, the title theme is very important. Zhiyuan roughly analyzed how to use the title to trigger the spread, and there are several resonance points:

1. Arouse users’ curiosity

There is a classic saying in the marketing world: "It's right to be curious, but it's wrong to be satisfied."

If you want to capture the user's attention, you must first learn to ask questions and use questions to arouse the user's curiosity. In this way, your content is designed to answer the title, and users will usually pay for it.

For example, in the above case 1: "What is the lucky bias?", this will make users curious and trigger the desire to click.

2. Give users direct suggestions

"I suggest you seize the time to learn XXXX" is a typical advisory title. This kind of title is often used when the content quality is high. If your content is not very attractive, it is recommended not to use this kind of title. Users may be disappointed after reading it, which may lead to complaints and comments.

3. Present in the form of data

"A 25-year-old working professional who earns $100,000 a month, what defeats you is always laziness." This kind of data-based title is very impactful and can attract users' attention. If you can't think of a good title, using more data-based titles is also a good choice.

4. Provide valuable information

"It turns out this is the most correct new posture for home fitness." Why should users watch your short videos? Because you can provide value to users and help them make fewer mistakes. Such vlog titles also have a higher click-through rate among users.

5. Build relevant scenarios

Often we need to build a scenario for users through the title of the vlog so that they can associate with it. The user’s mind will be drawn into the scenario we built, and they will find problems and then click on the video, such as “Why is milk not nutritious?”

6. Ways to make comparisons

"There are so many differences between Chongqing and Sichuan, here are the things you don't know." The essence of comparison is to create differentiation and grasp the user's psychological perception of gap. If it is accompanied by beautiful content, it may be easier to become a hit.

7. Add the element of time

“It only takes a cup of tea to finish reading a book.” The essence is to grasp the scenes and concepts, create differentiation, and make users think that their previous practices may have room for improvement. Only in this way will users be motivated to watch the VLOG just because of the title.

8. Introduce the situation

The characteristic of situation introduction is that it becomes extremely popular in a short period of time. This kind of title can often attract a lot of traffic in a short period of time. For example, the recent hit TV series Perfect Relationship has many titles such as "XXX used by the heroines of Perfect Relationship".

Good content determines the stickiness and activity of users, and good titles determine the opening rate, reading volume and spread of VOLG.

Every one of us amateur IPs who makes short videos should watch other people’s 100,000+, accumulate more downloads, save all the good content, and form our own framework for absorption.

03 4 ways to build a framework for shooting vlogs

Framework, as the name suggests, is the fishbone model of the main content of a vlog. It is the means by which we pave the way for the content, theme, and ending to appear more perfect.

If your video starts out by talking about a lot of things directly without a clear framework, I think it would be difficult for users to continue watching.

Even if the video is plain and straightforward and no one knows what it is talking about, it will make people feel confused and lose a lot of users. Therefore, you must make the video logical, list-based, and step-by-step. This will not only make it easier for users to understand, but also catch their attention.

After the framework comes out, it is very easy to create content based on the framework. The vlog framework construction that Zhiyuan has seen usually has the following aspects:

1. Parallel

Here are two simple examples:

Vlog framework workplace category: "Don't worry if you can't give a speech in the workplace. I have summarized three points about speeches. First, I would like to thank my leader for his recognition. Second, this achievement is inseparable from my team and colleagues. Third, the support from cross-departmental departments."

Vlog Framework Book Review Category: I definitely recommend you to finish reading this book before you turn 30. This book mentions the five most important paths to becoming a genius.

The five chapters in the book are environment, deliberate practice, in-depth experience, and high-dimensional method mentor guidance. Next, I will introduce these five aspects in detail.

The vlog framework parallel structure is the simplest type of shortest video. Just sort out the content and arrange them in the order of 1, 2, 3, 4.

However, it should be noted that sometimes there is a distinction between primary and secondary content, or between important and general content.

Then put the important content first, describe the most important and core content first, and then discuss the secondary and general content.

2. Progressive

Let's take two simple cases to illustrate:

Vlog framework to build personal brand: "In the workplace, why do you have to learn to build a personal brand? Because in the past, hard work would be praised by the leader and recognized and discovered by the leader.

In today's Internet age, we must learn to use Internet tools to build our own exposure and gain user attention. In the future, personal branding will be a business model that everyone can own."

Vlog Framework Business Category: "Business tycoon Mr. Ma put forward a point of view that our company requires every leader to have a spirit of toughness. What is the tough spirit, why do we need to be tough, and how can we make every leader more tough.

The essence of being tough is not retreating, not giving up, and not abandoning when encountering problems. Only when you achieve these three aspects can you be called tough.

The framework writing method of progressive vlog is usually based on the past, present and future. Yesterday, today, tomorrow. Causes, process, results, from China to abroad, are mostly presented in this form.

3. Contrast

Let's take two simple cases to illustrate:

Vlog recommendation: "Why should I use a Huawei phone? Some people say that Huawei phones have poor performance and are not as good as Apple phones in certain aspects.

I think Huawei phones are the pride of the Chinese people and the king of Android phones. The reason is XX. Finally, what phone do you use? Welcome to interact.

Vlog framework Tony styling category: "Do you know? 80% of people like girls with long hair, but only 20% like short hair, because they think that this way they won't press their hair when they sleep at night~, but girls with long hair can't do that."

The most common contrast types are positive and negative contrast, contrast between things and contrast between viewpoints. Through the technique of contrast, a theme is highlighted from two aspects, allowing readers to grasp more comprehensive information.

4. Total score

Here is a simple example to illustrate:

Vlog framework thinking model category: "Everyone should understand the projection effect". Many people in the workplace always have the illusion that they are being targeted by others, and even feel that they have encountered colleagues with ulterior motives.

In fact, this may just be because the other person has different ideas from your own and the way of doing things is contrary to your own, which leads to psychological projection.

If you feel that the other person doesn’t like you, think from a different perspective in the workplace instead of blindly assuming that the other person has ulterior motives. Perhaps you will find that your colleagues are actually very friendly to you. Do you understand the projection effect?

I believe many people are familiar with the "general-specific-general" technique. The first writing technique we used when we were born and started school was "general-specific-general". Its usual characteristics are that a core is put forward at the beginning, then the story is broken down and narrated in the middle, and the topic is tied together at the end.

You only need to master these four vlog content frameworks, and it will be very easy to build a core short video. No matter how many seconds the short video is, as long as the framework structure is well done, the next step will naturally be clearer.

04 4 ways to present content

After we have confirmed the theme and built the framework, the next step is to create content. It can be said that content and framework complement each other. If the content is not high-quality, no matter how good the framework is, it will be useless.

For the creation of main content, most people on the market divide the topic into three key points, namely content 1, 2, and 3. The text of each paragraph is controlled within 30-70 characters, so that the basic core content is a total of 40 seconds.

The commonly used techniques for the main content copywriting are:

1. Parallelism

Here are some simple examples:

The vlog content is chicken soup type: "Progress is like climbing stairs, if you don't climb, you will fall back. Progress is like rowing against the current, if you don't stop, you will fall back. Progress is like an apple, if you don't plant the seeds, there will be no fruit."

Vlog content is chicken soup type: "On the road of life growth, we must learn to persist. Persistence is a victory, persistence is a virtue, persistence is a nobleness, and persistence is a quality."

The parallel vlogs usually tend to be chicken soup for the soul. If it is a long video, it is also a good choice to insert a few parallel sentences in the middle. While capturing the visual sense, it can also successfully capture the user's "hearing".

2. Rhyme

Here are some simple examples:

Vlog slogans: "Technology is all around us, high-speed rail can take you to the sky, payment methods can make people become immortal, and you can reach the horizon without carrying cash."

Funny vlog: "My skills are not perfect, I have no direction in work, I want to be a monk, but I didn't even finish college, and the abbot won't let me, so I have to go home and catch eels."

Funny vlog: "When I was shopping, the security guard called me at the door and asked, 'Wait a minute, what's in all that bulging stuff on your clothes?' I angrily lifted up my coat and yelled, 'It's meat, it's meat, my own meat.'"

The rhyme method is usually to link the beginning and the end together, or the core selling point of the short content is to "rhyme", which attracts people because of the creativity of the content.

However, these can only make you a "funny" blogger at most. If you can be creative and use it in other aspects, it can also be a good choice.

3. Be specific

Here are some simple examples:

Vlog Technology: "Today, OPPO launched a new mobile phone, which is equipped with a breakthrough front dual camera. The excellent SLR-level dual camera ensures that the professional blur sub-camera can accurately measure the depth of field information. Combined with the portrait separation technology of deep learning, it can highlight the main body of the person when shooting portraits.

vlog technology: "Apple released a new iPhone in March 2019. Judging from the name, Apple continued the S series update. The sizes are divided into 5.8-inch iPhone XS and 6.5-inch iPhone XS MAX. 6.5 is a method version of 5.8, and it also supports stereo effects and stereo when shooting videos.

The specific method is usually to comprehensively express a specific thing through different contrast techniques, details, and metaphors, which is relatively more used in the digital field.

4. References

Here are some simple examples:

Vlog Chicken Soup: "Jack Ma once said a sentence worth millions, which understood the audience's life. He said: Believe foolishly, do it foolishly, and make millions foolishly.

Those who calculate smartly and act smartly will end up penniless in the end. I have never seen a rich person who does not lose money, but I have seen many poor people who have never lost a penny.

Vlog chicken soup type: Going with the flow is the law of things that each of us should master," Lei Jun said, I often think about whether I am not smart enough or not diligent enough, but in the end I found that those who seize opportunities often learn to go with the flow."

The most common way to quote is at the end of the vlog, using the famous sayings of the big guys to make a final summary in order to strengthen the core value of the vlog and reshape user memory.

Well, after learning these four different ways of description, I believe you won’t be afraid of running out of ideas when creating content.

As mentioned in the third title, a complete structure plus rich content are necessary conditions for the formation of a successful vlog.

05 How to write a resonant Vlog ending

The ending, like the opening, is where resonance is created and users have a deeper overall impression of a vlog. Similarly, if the opening is not well written, the ending will not be good either.

8 different ways to design your ending:

1. Description method:

Describe your own personal experience, or describe the audience's portrait again to resonate with users.

Case: I also encountered a similar situation in 2017. My first job in Beijing paid only 800 yuan a month, but as long as you don’t give up and keep working hard, I believe everyone can do it.

2. Golden Sentence Method:

Use golden sentences to give the story soul, elevate the conclusion, and make the story memorable.

Case: "At first I thought this kid was a bronze player, but turned out to be a king." "I finally gave a thumbs up when I saw someone fall down", "I had a dream that you grew long hair and we grew old together".

3. Questioning method:

Have you ever had such an experience? Have you ever been doubted? Guide users to pay attention to message interaction.

Case: "I wonder if you are the little brother I'm looking for." You look so cute when you eat. Have you been trained? "Do you have a girlfriend? If not, do you want to have one? If you do, do you want to change one? If not, do you mind having another one?"

4. God's turn:

The popular videos all have unexpected twists, including sudden changes in video content and text content.

We often see “This song has never let me down” and “Why don’t you have a partner? Because I’m sexy.”

5. Good wishes:

Friends, please read to the end and click to follow. I sincerely hope that every friend who is reading this can have a good health.

The one we see the most probably belongs to food bloggers, "May you have light in your eyes and a bright smile every day in the future." May all the walls you hit become smooth roads, and may all the despair you encounter become blossoming.

In conclusion:

Writing a personal VLOG script is not difficult, but the difficult part is learning the skills.

In short, the general process of shooting VLOG is: think of the theme - design the framework - build the main body - add content - introduce classics - end with value sublimation.

Author: Wang Zhiyuan

Source: Wang Zhiyuan