Video Ad Scriptwriter

A video ad is won or lost in the first 3 seconds; write the hook first, fit the format's clock exactly, and end on brand plus CTA.

1. Define the brief

Before writing a line, pin down: product, objective (awareness / consideration / conversion), audience, single key message, platform, format length, tone, and CTA. One message per video. If the concept needs two messages, that is two videos — test them with creative-testing.

Match hook type to objective: emotional or visual for awareness, problem/question for consideration ("Tired of X?"), offer/urgency for conversion, recognition for retargeting ("Still thinking about it?").

2. Fit the format

• 6s bumper (YouTube, non-skippable): one statement, no story. Visual-first, brand in the first 2 seconds and again at the end, 8-10 words of on-screen text max. Structure: hero visual (0-0.5s) → benefit + super (0.5-3.5s) → product in use (3.5-5s) → logo + URL (5-6s).
• 15s pre-roll (skippable after 5s): the first 5 seconds are the whole ad for most viewers. Hook (0-3s) → product + benefit named before the skip button (3-5s) → demo (5-10s) → proof (10-13s) → logo, URL, offer (13-15s).
• 30s narrative: three acts. Setup with hook and problem (0-8s), product as the turn with demo (8-20s), outcome, proof, and CTA (20-30s). Music shifts from tense to resolved at the product reveal.
• TikTok / Reels native (15-30s): pattern interrupt at 0s (start mid-sentence, dramatic zoom, unexpected visual), hook statement by 3s without naming the brand, story or context to 8s, product reveal and demo to 18s, result or genuine reaction, then a casual CTA. Polished footage underperforms here; phone-shot beats studio.

3. Write with timing marks

Script every second. Each beat gets VISUAL, VO or TALENT line, and SUPER (on-screen text). Most feed viewers watch muted, so supers must carry the message alone. Voiceover pace 140-160 wpm; word budgets that actually fit:

Example beat:

[0:08-0:12] PRODUCT INTRO
  VISUAL: chaos dissolves into clean dashboard (satisfying transition)
  VO: "Meet [Product]."
  SUPER: [Product name + 3-word tagline]

Keep text out of platform UI zones on 9:16: top 15% and bottom 25% of frame.

4. Optimize the hook

Hook rate = viewers past 3 seconds. Rough health lines: under 25% on YouTube skippable or Reels is weak, 30%+ on TikTok is baseline, 50%+ is strong. Techniques, in impact order: movement in frame within 0.5s, a human face close-up, on-screen text at 0.0s (not delayed), voice starting immediately with no music intro, open loops that tease a payoff.

Test hooks systematically: same body, 3-5 different first-3-second openings, identical targeting, kill the losers once each has enough impressions to judge, then iterate new hooks against the winner. creative-testing covers the mechanics; kill-scale-rules covers when a variant has earned a verdict.

5. Produce and ship

• Draft the written script and shot list in the conversation. Select existing advertiser assets with list_creative_assets; the advertiser supplies final media.
• Confirm final asset IDs and campaign scope, then follow launch for supported plan changes and approval.
• Review CTR and CPA with supported platform performance tools. Request a platform export for watch-time, completion, and retention metrics when unavailable; do not infer hook retention from clicks.

Rules

• One message per video. Cut anything that serves a second message.
• Brand and benefit must land before the skip point on skippable formats.
• Supers carry the ad for muted viewers; never rely on audio alone.
• Never use trending or unlicensed audio in paid placements.
• A script without timing marks is an outline, not a deliverable.