video copywriting
Scripts that make people watch to the end.
On short-form, the edit can't save a weak script. The first sentence decides whether anyone stays, and the structure decides whether they do something at the end. We write scripts for TikTok, Instagram Reels, YouTube Shorts and video ads around one goal per video — sales, trust or education — and test the hooks on the videos that matter.
The structure we use
1. Hook
One sentence, 2-3 seconds. A specific problem, a bold promise or a curiosity your audience can't ignore. We write 3-5 versions for key videos.
2. Problem or context
Why it matters to the viewer, in their words. This is where they decide the video is about them.
3. Proof
Show, don't just tell: the product working, a result, a number, a quick demo. What people see convinces more than what they hear.
4. Call to action
One clear next step: the link, the offer, the DM. Ads that ask for three things get none of them.
Example: a 30-second ad script
A script written on the structure above, for an online home-appliance store (illustrative example):
Hook (0-3 s)
“If your windows fog up every morning, it's not the weather.”
Problem (3-10 s)
“It's the moisture in your home. Leave it, and mold shows up in the corners — exactly where you don't look.”
Proof (10-22 s)
“This is a 12-liter dehumidifier. In this room it pulled a liter and a half of water out of the air in one night. Look.”
Call to action (22-30 s)
“It's on our site with next-day delivery. Link in bio.”
What you get
- Scripts written around your goal: sales, trust or education
- Hook variations for the key videos, so you can test them
- Shot notes: what's on screen during every sentence
- Caption text and the closing call to action
- Revisions until it sounds like you, not like an ad
Scripts are included in our AI UGC ads and in the complete packages in Cluj-Napoca and Bucharest. Once you've filmed, we can edit it too. See also how we handle the whole video marketing process.
Questions about video scripts
How long is a script for a 30-second video?
Between 70 and 90 words. Spoken naturally, people say about 2.5 words per second, and cuts and pauses take some time too. If a script goes past 100 words, the video will almost certainly run past 40 seconds.
What is a hook and why does it matter so much?
The hook is the first sentence, said in the first 2-3 seconds. On TikTok and Reels, people decide almost instantly whether to scroll. A good hook names a problem, a promise or a curiosity specific to your audience — that's why we write several versions for the important videos.
Can I bring the idea and you just write it?
Yes, and that's ideal. You know your customers and their questions; we turn them into a script that's easy to film and holds attention. You see and approve every script before filming.
Do you write scripts on their own, without filming?
Scripts are included in our AI UGC ads (from $105) and in the complete packages in Cluj-Napoca and Bucharest (from $200 a month). If you only want scripts — for example, to film yourself or brief your creators — message us and we'll send you a quote.
Do I have to memorize the script?
No. Film it in short chunks of one or two sentences and say each a few times; in the edit we keep the most natural take. For talking videos, a conversational tone always beats a recited text.