When to Script Your Video (And When Not To)

One of the most common questions we hear from clients, who are first-time video producers, is: "Do I need a script?" The answer is… maybe. It isn't a straightforward answer because it depends entirely on what type of video you're creating and what you're trying to achieve.

Understanding when to script and when to go unscripted can make the difference between a video that feels authentic and engaging versus one that falls flat or feels forced. Finding the right approach begins with understanding who you’re trying to reach and what you’re trying to accomplish.

When Video Scripts Are Essential

Training and Educational Videos

Scripts are crucial when you need to deliver specific information accurately and efficiently. Training videos require precise language, clear step-by-step instructions, and consistent messaging. There's no room for ad libbing, rambling or missing key points when someone's job performance or safety depends on the information being conveyed clearly. When accuracy matters, script it.

Sales and Marketing Videos

When you have a specific message to deliver within a time constraint, scripts become invaluable. Sales videos need to hit particular pain points, present solutions in a logical order, and include strong calls to action - all before the viewer hits “delete”. A thoughtful and strategic script ensures you hit the most important selling points and stick within your allotted time.

Commercials and Advertisements

You know the saying, “Time is money” and that’s definitely the case in advertising - whether for broadcast or internet, every word counts. Scripts help you get the biggest bang for your buck and get the most impact within tight timeframes while ensuring legal compliance with claims and disclaimers.

When to Hire a Professional

Scripting sounds like a great idea until you realize the person doing the voice over is not able to deliver the lines. Here's where many scripted videos go wrong: the delivery. Scripts require professional voice talent to work effectively. When untrained speakers read from scripts or teleprompters, it looks like, well, an untrained speaker trying to read like a pro. The result often feels stiff, unemotional, rushed, or obviously rehearsed. This is a big problem when authenticity matters.

If your video needs to convey sincerity—whether it's a CEO addressing company changes or a brand sharing its mission—poor script delivery can backfire in stunning fashion. Audiences can immediately sense when someone is reading lines rather than speaking genuinely, which undermines trust and connection.

The Power of Unscripted Authenticity

Documentary-Style Videos

The magic of documentary filmmaking happens in post-production, where the story emerges from real conversations and authentic moments. You can't script genuine emotion, surprise, or the natural flow of human conversation. This approach takes time and focus, especially in the interviewing stage, and it captures truth in a way that scripted content simply cannot.

Testimonials and Case Studies

Nothing beats a customer speaking from the heart about their genuine experience. Scripted testimonials, like the ones you see during daytime television, feel like advertisements, while unscripted ones feel like recommendations from trusted friends. The slight imperfections in delivery—the pauses, the searching for the right word, the genuine enthusiasm—actually add credibility. Don’t try and clean up your comments, the real version is what really makes an impact.

Leadership and Internal Communications

When executives need to address their teams, unscripted videos can demonstrate transparency and vulnerability. Employees can tell when their leader is reading from a corporate script versus speaking authentically about challenges or successes. If it’s easier to have an interviewer moderate the conversation and produce your video more “interview style” then take that approach. It’s still may be better than a canned response from a teleprompter.

Behind-the-Scenes Content

Ever wonder why “blooper videos” are so funny? It’s because they are a behind the scenes look at what really happened! Whether you're showing your company culture or your creative process, unscripted content captures the spontaneous moments that make your brand feel human and relatable.

The Preparation Sweet Spot

The best unscripted videos aren't completely unprepared. We often send interview questions to our subjects in advance with this guidance: "Think about your answers so you're prepared, but don't memorize them." This approach gives people confidence while preserving authenticity.

When someone has considered their thoughts but hasn't rehearsed exact words, they can respond thoughtfully while maintaining their natural speaking style. The result is content that feels both polished and genuine.

Finding Your Approach

Consider these questions when deciding whether to script:

What's your primary goal? Information delivery typically needs scripts, while relationship building benefits from authentic conversation.

Who's your talent? Professional speakers can handle scripts effectively, while subject matter experts often shine when speaking naturally about their expertise.

What's your timeline? Tight deadlines and specific requirements favor scripted approaches, while exploratory or relationship-focused content can benefit from unscripted discovery.

Scripts excel when precision, efficiency, and professional delivery align with your goals. Unscripted approaches shine when authenticity, discovery, and genuine human connection take priority.

Remember, a great script delivered badly will fail, just as an unscripted interview without proper preparation can ramble aimlessly. Success comes from understanding your goals, knowing your talent, and choosing the approach that best serves your story.