It’s true: as 2025 steamrolls into its second quarter, the overwhelming emphasis on video content is undeniable, and the facts don’t lie.
- Video content was single-handedly responsible for 82% of all internet traffic, according to a recent survey. (Synthesia)
- Users are 52% more likely to share video content over any other type of content. (HubSpot)
- People on average spend 19 hours a week watching online videos, which is 8.5 hours more per week than in 2018. (Wyzowl)
- 2,500 new videos are uploaded to YouTube every minute. (Techjury)
- Video on LinkedIn is growing 36% year-over-year, and the company launched its own short-form video feed in 2024. (LinkedIn)
It is clear: whether aiming to reach consumers directly, market to other businesses, or simply build an online presence, video is the new norm.
In fact, it is estimated that 87% of B2B marketers will integrate video into their marketing strategies in 2025. (Vidico)
Does this mean the written word is a dead language in 2025? Absolutely not.
Behind any successful business or marketing video is a well-written video script.
It is no coincidence that the most engaging personalities we observe, or pieces of content we consume, are those that are the most articulate.
A simple strapline or a full-blown audio commentary: the most successful of these videos use their words expertly. It’s vital to get them right.
That’s where Editing Edge comes in. With rapidly decaying attention spans – sometimes only 2-3 seconds to effectively grab a viewer’s attention – words must be impactful and succinct.
Visuals and words must work together to create a whole story with a simple, clear message. When expertly executed, a well-written video script is like gold dust: it should be signature, yet natural. Compelling, yet digestible.
Investing in video content is a serious commitment for any business. And nailing video scripts is an equally serious component in the process; a 2019 study found that 92% of US consumers watched mobile video with the sound off, and subtitles on. (Broadcasting + Cable)
So you’d best be sure your words are doing their best work!
A good copywriter:
- Is compelling and succinct. A meandering video could lead to a disengaged audience, so scripts are best kept punchy
- Can employ an effective call-to-action to encourage clients to engage with your message
- Understands your tone of voice and relevant language, to ensure video content is understandable and relatable to your audience
- Can simplify complex ideas, breaking down technical jargon into clear, digestible language for a wider audience
- Leverages emotional appeal effectively, creating content that resonates with the audience’s views and values
- Captures attention early and can keep content engaging throughout its duration
Skilled copywriters such as Editing Edge will work closely with your team, external creatives and video editors to create the words that will bring you more customers.
Here are some examples of videos scripted by Editing Edge.
Get in touch to discuss your video script. We can work with you before, during or after the creation of visual content and on both one off and consistent bases.
