How to write a video script for Reels and TikTok: a simple method with examples

Why write a script

• Save time: you nail it in one or two takes instead of ten.
• Get to the point: every line has a job, and the pauses and detours disappear.
• Hold attention: the hook and the pacing are planned ahead of time.
• Batch your content: with several scripts ready, you can film several videos in one session.

The four-part structure

1. The hook (0 to 3 seconds): one line and one shot that give people a reason to stay. A problem, a promise, a surprising fact, a question.
2. The context (3 to 8 seconds): why this matters to the viewer.
3. The content (8 to 45 seconds): the demo, the steps, the story. A new idea every few seconds, with a cut or new on-screen text.
4. The call to action (last few seconds): follow, save, comment, send a DM, check out your offer.

Ten hooks that work

• “Stop doing this if you want…”
• “The question I get asked the most…”
• “3 things I wish I’d known before…”
• “Here’s what really happens when…”
• “You’re probably making this mistake…”
• “What nobody tells you about…”
• “Before and after: …”
• “How we make… in 30 seconds”
• “If you’re a [target customer], this video is for you.”
• “The real cost of…”

The visual hook matters as much as the line. Open on your most intriguing shot, not a logo or an intro.

Sample script for a service business

• Hook (talking to camera): “You’re losing customers because of one line on your website.”
• Context (on-screen text): “It’s often the only line a visitor reads.”
• Content (screen recording, then back to camera): “Your headline says what you do. It should say what your customer gets. Instead of ‘Bookkeeping Services,’ try ‘Books done right, so you never think about them.’”
• Call to action: “Save this video and reread your headline tonight.”

If you quote a number in a video, keep the source handy: it’s often the first question in the comments.

Filming and editing tips

• Shoot vertical (9:16), in natural light when you can.
• Add captions: a lot of videos are watched with the sound off.
• Change shots every two to four seconds.
• Keep on-screen text away from the edges, where the app’s buttons sit.
• Test several hooks for the same content: the hook is often what makes the difference.

Reels vs. TikTok: should you adapt?

The same video can go on both platforms. TikTok rewards spontaneity, trends and trending sounds more; Instagram tends to favor slightly more polished videos and works well with a thoughtful caption. Post each version without the other app’s watermark.

To set your pace, see how often to post on social media. And if video isn’t your thing, the carousel is a great alternative.