Video script writing is one of the highest-friction marketing tasks. A bad script tanks retention regardless of production quality. Claude can produce strong first drafts for several common B2B video formats — but only if you brief it on viewer retention principles. Here is the workflow.
Most B2B video scripts read like written content recorded aloud. That format kills viewer retention. Video scripts need different sentence patterns, different pacing, and different opens than written content.
The retention-friendly script format: hook in 5 seconds, value promise by 15 seconds, one clear takeaway, vary pacing throughout, end with specific action. Each format (explainer, talking-head, social, ad) has variants on this base.
1. Explainer video (60-180 seconds). Hook → problem → solution → proof → CTA. Tight. Visuals do half the work.
2. Talking-head thought leadership (3-7 minutes). One core idea, 3 supporting points, clear takeaway. Looser pacing OK.
3. Short-form social video (15-60 seconds). First 3 seconds carry everything. One specific insight per video.
4. Ad video (15-30 seconds for paid). Hook → outcome promise → CTA. Aggressive cuts.
Write an explainer video script for [PRODUCT/SERVICE]. Target length: [60 / 90 / 120 / 180 seconds] Audience: [SPECIFIC PERSONA] The single thing they should understand after watching: [SPECIFIC] Our unique angle: [WHAT MAKES US DIFFERENT] CTA: [SPECIFIC ACTION] Structure: - Hook (0-5 sec): question, surprising stat, or pattern interrupt - Problem (5-25 sec): the pain the viewer is feeling, in their words - Solution intro (25-45 sec): how we approach it differently - Proof (45-90 sec): specific outcomes or differentiator - CTA (last 10 sec): the action with a reason Voice rules: - Speak it aloud as you write it. If it sounds awkward, rewrite. - Short sentences. Vary length. Avoid em-dashes and parentheticals (hard to deliver verbally). - No corporate jargon. No "leverage", "transform", "industry-leading". - One idea per sentence. Listeners cannot re-read. Provide also: suggested visuals for each section.
Write a 30-second LinkedIn video script on [SPECIFIC TOPIC]. Audience: [SPECIFIC PERSONA] The single insight to deliver: [SPECIFIC] My POV that makes this different from generic advice: [HONEST] Structure: - Hook (0-3 sec): something that stops the scroll - Insight (3-22 sec): the specific point with one example - Implication (22-28 sec): what this means for the viewer - Close (28-30 sec): question or specific action Constraints: - ~75 words total - Spoken pace — read it aloud - No "Hey everyone" intros - No "What do you think?" closes - One concrete specific (number, name, situation) in the body
1. "Today I want to talk about..." Universal video tell. Skip directly to the content.
2. Long preambles. Anything in the first 10 seconds that is not the hook gets you scrolled past.
3. Bullet-list reading. "Here are 5 things." OK on page; flat in video.
4. Unread teleprompter feel. Sentences too perfect, no rhythm variation. Read aloud while drafting.
5. Asking for engagement at the end. "Like and subscribe." Earn it via the content, do not request it.