How to write a video ad script

The five parts of a video ad script

Almost every effective ad script has these, in this order:

• Hook: the first line, which decides whether anyone watches the rest. A problem, a result or a surprise.
• Problem: what's frustrating or costly about life without your product, in your customer's words.
• Product: what it does about that problem. One idea, not a feature list.
• Proof: a customer's words, a real result you can stand behind, or the product visibly working.
• Call to action: one next step, said plainly. Try it free, book a demo, use the code.

A template to fill in

Hook: "[A problem or result your viewer recognises.]" Problem: "If you [situation], you know [frustration]." Product: "[Product] [does the job] so you [outcome]." Proof: "[Customer or result]." Call to action: "[One next step], [where]."

Write three or four versions of the hook alone: it's the line that matters most, and the easiest to test.

How many words fit each length

Most people speak at roughly two to three words a second, so a quick guide is: about 30 to 45 words for a 15-second ad, 60 to 90 words for 30 seconds, and 120 to 180 words for 60 seconds. Read it aloud with a timer: if you have to rush, cut words rather than speed up.

Make it sound like a person

Scripts fail when they sound written. A few rules help:

• Short sentences. One idea each.
• Words you'd actually say out loud; read it to someone and change anything that sounds stiff.
• Specifics beat adjectives: "cut the editing from a day to an hour" beats "save loads of time", as long as it's true.
• Say "you" more than "we".

Script or no script?

For founder and customer ads, a word-for-word script often makes people sound like they're reading, because they are. An alternative: write the five parts as bullet points, then talk through them naturally, two or three times. Pick the best version of each line in the edit. You get the structure of a script with the sound of a real person.

Doing it in MirrorCut

MirrorCut is an AI video editor for your own recordings. Upload the footage and ask; its agent makes the edit on a real timeline, and every change is outlined for you to accept or revert. For example:

• “Find the strongest hook in this recording and open the ad on it”
• “Cut this to 30 seconds, keeping the problem, the product and the call to action”
• “Open on the line where I name the problem”
• “Add captions and put the call to action on screen at the end”

Free tools

No sign-up; they run in your browser.

• Video ad script timerPaste a video ad script and see how long it takes to say, whether it fits 6, 15, 30 or 60 seconds, and how many words each length allows.
• Online teleprompterA free teleprompter in your browser: paste your script, set the speaking pace and text size, mirror it for a glass, and go full screen while you record.

Questions

How long should a video ad script be?

Match it to the ad's length: roughly 60 to 90 words for a 30-second ad, as most people speak at about two to three words a second. Read it aloud with a timer to check.

Should a video ad script start with the brand name?

Usually not. Start with the hook: a problem, result or surprise that makes the viewer stop. The brand can come later, or on screen while you talk.

Do I need a script for a founder-led ad?

Not word for word. Bullet points for each part, talked through naturally, usually sound better. Record a few takes and use the best line of each in the edit.