How to write effective corporate video scripts

A well-crafted corporate video can do more than just inform the audience. It can persuade, inspire, and connect. But no matter how glossy the visuals or slick the editing, the script is what holds everything together. It’s the blueprint that guides tone, timing, emotion, and the narrative flow.

So, whether you’re developing internal training content, showcasing new products, or telling your brand’s origin story (a big thing right now), writing a corporate video script requires intentionality.

In this article, I’ll break down essential principles, share industry-tested practices, and help you create scripts that not only resonate, but read well.

A point to note... I am not a script writer but have seen enough scripts in my work to know what's good and bad. Plus I've done a ton of research!

What Is a Corporate Video?

Corporate videos are versatile communication tools that businesses can use to share key messages with defined audiences. While some are public-facing and designed to attract customers or help them understand something, others are for internal purposes like employee onboarding or culture-building. Internal videos are common work for us voice actors but we can never show them in our portfolios! Grrr.

Popular Formats You Might Encounter...

• Brand Story Videos: These ones paint a picture of the company’s journey. They tell the viewer what you stand for, where you’re headed, and why your work matters. The book 'Building a Story Brand' has really helped this concept grow in the public consciousness.
  

• Product Demonstrations: This is a concise walkthrough that explains what a product/service does, how it works, and why someone should care (i.e. how it helps them).
  

• Training and Onboarding: Step-by-step instructional videos to help employees hit the ground running. I voiced a whole bunch of these for the MET police on how to behave in the workplace, and some for Whitbread, specifically on what to wear and what not to wear at work. Might sound boring, but for the staff watching, it's important stuff.
  

• Testimonial Videos: This type features real clients or team members sharing stories of success or transformation. They're gaining popularity at the moment as they are incredibly human and engaging.
  

• CSR Videos: Communicating your corporate social responsibility initiatives with humanity and hope is good PR. But only if you mean it!
  

• Event Highlights: Capturing the energy and takeaways from conferences, workshops, or celebrations can give the viewer a very good idea of what your company is all about.

Of course, each type has its own tone and goal. But they all rely on an engaging, purpose-driven script to succeed.

Start With Strategy and Not Sentences

Now, this is important.

Before you type a single line of dialogue or narration, take a bit of time to clarify your intent.

This isn’t just a box ticking exercise (wow, that was a corporate cliché if ever I've typed one!). It actually lays down the route plan for the entire project. So don't rush it.

Here's Some Key Questions to Ask Up Front

• Who is this for? Are you speaking to busy executives? Perhaps it's for curious customers? Is it new employees? Working this out will give you a great starting place for tone, pace, and complexity.
  

• What do you want the audience to feel or do? Are you aiming to instil trust? A sense of urgency or excitement? Do you want them to learn something? By identifying the emotional or actionable goal, your script will guide the viewers there.
  

• Where will this video live? A snappy 60-second clip for LinkedIn needs different pacing and language than a 10-minute epic on your website or intranet. Viewers tastes are changing but an audience of old businessmen (for an extreme example) will probably watch something longer than a team fresh out of uni.
  

• What’s the next step for the viewer? Every corporate video should lead somewhere. That could be signing up, scheduling a demo, exploring the brand, or simply feeling more connected.
  

Planning like this turns your script into more of a guided experience, rather than just a talking head with bullet points.

• And we don't like bullet points,

• he says.

The Importance of Structure

Yes, yes, corporate videos may not follow Hollywood storytelling arcs or budgets, but they still need narrative shape. Without structure, viewers will get lost or disengaged, even if the message is important.

A Proven Framework for Engagement...

• The Hook (First 15 seconds) You need to start with something that grabs people's attention straight away. It could be something unexpected or something with a strong emotional pull. Perhaps a surprising fact, a relatable dilemma, or a bold visual that immediately invites curiosity. Outtakes, anyone?
  

• Core Message (15–60 seconds) Introduce your central idea clearly and concisely. Don’t try to say everything, this isn't a documentary. Just say what matters most right now. You don't want to overwhelm the audience and leave them mentally fatigued.
  

• Credibility (60–90 seconds) Show why the audience should trust you. Include real results if you can, short testimonials, client success stories, or your own genuine passion.
  

• Call to Action (Final 20 seconds) Remember we asked "What do you want the audience to feel or do?" The CTA will guide viewers toward their next move, if the rest of the video and script has worked as intended. Whether that’s clicking a link, reaching out, or simply rethinking a common problem, the viewer should know what to do after watching.

A 2-minute video can deliver immense impact if this flow is followed with confidence and clarity. You don't need to go overboard.

Write for the Ear and Not Just the Eye

Unlike articles or blogs, corporate video scripts are spoken aloud.

And spoken language lives differently than written text. I've been banging on about this for years!

Why Voice-Friendly Scripts Win Every Time...

When we speak, we use rhythm, inflection, and emotion to shape the meaning of the words. So your script should anticipate how it will sound when performed, not just how it reads in your head.

Instead of long, complex sentences or heavy academic phrasing, aim for conversational clarity. Use contractions (please), short phrases, natural transitions, and vocab that your audience actually uses.

Adding delivery cues can help the voice actor. Things like [hopeful], [reassuring], or [pause here] can make a real difference. It helps the voice actor (or whoever’s narrating) understand the intended vibe.

And here’s some secret sauce:

if it feels awkward to say out loud, it’ll feel awkward to listen to.

Tailoring the Tone: One Size Doesn’t Fit All

Tone is the emotional lens through which your message is viewed. Or the emotional ear trumpet through which your message is heard. Hmm. Maybe not. But if it’s off, even slightly, the entire video can feel flat, confusing, or untrustworthy.

(Quick note on trust. AI content is quick and easy, but often transparent. Would you rather be a brand that people trust, or one that people wonder whether what you're saying is actually true?)

Here’s how tone can shift across different corporate video genres (and some pitfalls, gulp!):

Video Type	Recommended Tone	Common Pitfall
Brand Story	Authentic, inspiring	Vague language or unrealistic promises
Product Demo	Confident, clear	Too technical or stiff
Training	Friendly, instructive	Robotic pacing or lack of personality
CSR Initiative	Empathetic, hopeful	Sounding corporate or insincere
Event Highlight	Energetic, celebratory	Forgetting to share why it matters

Tone isn't just about word choice. It's about rhythm, intention, and emotional resonance. And as a voice actor, I've seen how even small shifts in phrasing or pacing can completely transform impact.

Some Practical Details That Elevate Your Script

Once your narrative is solid, think about how the script supports the overall production.

Collaboration is key.

• Visual Notes: Consider what’s happening on screen during each segment. If you’re showing a graph, allow time to absorb it. If a team member is speaking, match the words to their personality.
  

• Pacing Guidance: Build in pauses, emphasis, and even breaths. They shape how your message lands... and whether it’s memorable.
  

• Flexibility for Performers: Leave room for interpretation. The best voiceovers come from trust and nuance, not rigid line readings and micromanaged direction. If you're looking for professional corporate video voice-over services in London, I work with clients to bring scripts to life with the right emotional intent and authentic delivery.
  

Side note: If you want your voice actor to sound confident, let them feel confident in your script. Give them context, emotional intent, and the freedom to play within the framework.

Closing Thoughts

Writing for corporate video is both a science and an art. It’s about crafting clarity with humanity, guiding viewers through a message they not only understand but actually feel.

Whether you're an agency creating content for clients or a freelancer telling your own brand story, the principles above will help you craft scripts that stick.

Make your message not just heard, but felt. Ready to bring your corporate video script to life? If you've crafted a compelling script and need professional voice-over to deliver it, I provide corporate video voice-over services for London businesses, agencies, and production companies. Get in touch to discuss your project.