If you have ever seen or listened to an online ad that stuck with you for a long time, you have encountered great scriptwriting. Scriptwriters are behind much of the best digital marketing content we encounter today. Scripting is essential to successful voiceovers, audio ads, animated clips, YouTube ads, and short-form videos like you see on Instagram Reels and TikTok.
As more and more marketing happens on videos, streaming services, social media, and podcasts, professional scriptwriting is vital for effective digital marketing.
The rise of video
Between TikTok, Instagram Reels, YouTube, and traditional commercials, video is a powerful and prominent form of digital advertising. Not only does video play an important role in increasing sales conversions, but it’s also fundamental to expanding brand awareness.
Additionally, users who have a positive video ad experience have an increased purchase intent of 97%. They also have a 139% higher brand association.
In 2022, 58% of marketers focus on short-form video content as their primary form of video marketing. These marketers are creating specifically for TikTok, Reels, and YouTube shorts. These social media channels also offer the highest ROI regarding digital marketing videos (according to 67% of marketers).
What this means is that the rise of video is far from over. It will continue to dominate marketing for the foreseeable future.
But don’t forget about streaming and podcasts!
In the last decade, the podcast industry has exploded. One-third of Canadians listen to podcasts monthly for an average of 4 hours weekly. In the US, one out of every 3 Americans tunes into podcasts for about 6 hours per week.
This podcast boom is tied to an increase in audio advertisements. In Canada, podcast ad spending reached 54.7 million CAD. In the US, podcast advertising hit 1.33 billion USD. Forecasters expect to surpass 2.74 billion by 2025.
Streaming services like Spotify, which hosts both music and podcasts, offer plentiful opportunities for digital marketers. After all, there are more than 200 million free users on Spotify, all of whom listen to ads in exchange for using the platform. That is a lot of ears! Spotify predicts that podcast advertising will eventually account for 20% of all sales.
Scriptwriting for digital advertising
All advertising relies on clear and engaging writing, whether video, audio, or text.
Scriptwriting is the foundation of video and audio marketing. Furthermore, professional scriptwriting is essential to creating impactful, memorable, and viral advertising content.
Churning out videos without substance or forethought is unlikely to bring success. Likewise, poorly devised content will not deliver the desired results. And bad content can damage your reputation and business.
High-quality scriptwriting is the key to effective advertising. It increases consumer understanding of your business, spreads brand awareness, and earns conversions. Additionally, it must be engaging while also promoting your business.
Considering how vital scriptwriting is to the success of video and audio marketing, every company wanting to invest in video and audio marketing should hire a professional script copywriter. Otherwise, you risk your video falling flat and failing to deliver the desired engagement or reach.
Why you need professional scriptwriting
Video and podcasts are here to stay.
YouTube, Instagram Reels, TikTok, Spotify, and other streaming services all present incredible marketing opportunities for brands. These platforms offer new and engaging ways to advertise to potential and existing customers. However, as with all things, the quality of your advertisements matters. And the key to high-quality video and audio marketing content is professional scriptwriting.
Professional scriptwriting helps your video and audio ads stand out in today’s sea of content. It’s essential to engaging, clear, and potentially viral marketing. When succeeding in today’s online, video-dense world, scriptwriting has never been more important.
