Short form video marketing: scripts that work for UK brands

What to take away

Write the hook first, and write it short

A script is a written plan, not dialogue. The craft of scriptwriting is about deciding what an audience learns and when, and that transfers directly to a 30-second video. Start with the opening line, because it decides whether anything else is watched. Opening with "Hi, we are a family-run business" spends the two seconds everyone sees.

Hooks that survive a UK feed are plain and specific. Four shapes do most of the work: a number, a common mistake, a comparison or a question the viewer already asks. Written out, those look like "Three sizes, one price", "The mistake that ruins a paint job", "Same job, without the fuss" and "Still storing yours in the box?" Curiosity usually beats shock, and a modest claim is easier to believe than a large one. For TikTok script hooks in the UK, test two openings against the same footage rather than rewriting the whole video.

Four beats for a 30-second vertical video

A short-form script is closer to a running order than dialogue, and each beat has a job. The hook earns the opening seconds, the context says who the video is for, the proof shows the thing working, and the ask gives one clear next step before the video ends. Write it in two columns, one for what is said, one for what is on screen; the timeline below paces the four beats across thirty seconds. Vertical video leaves little room for text, so decide the visual first where you can.

Length is a decision, not a rule. Test two cuts of the same script against each other and keep the one that holds attention through to the ask.

Turn the beats into a script

Write the four beats as four lines, then fill in the blanks:

Fill the lines in that order, then read the whole script aloud and cut anything that does not move the viewer towards the ask.

Write for British ears, and spell for them

Understatement travels further here than hype. A line such as "it does the job, and it does not cost much" reads as honest; "the ultimate game changer" reads as advertising. Keep the first person consistent, and cut any sentence you would not say out loud to a customer.

Captions are part of the script, not an afterthought. Auto-generated text will guess at brand names and place names, so check the UK spelling of colour, organise, licence and personalised before the video goes live. A caption that mixes British and American spellings looks rushed.

Vertical framing changes what you can say

Vertical video is designed for a phone held upright, and the frame crops anything composed for a wide screen. Two people talking across a table will not both fit comfortably. Script around one subject, one action and one camera position where possible.

The equipment matters less than the plan. On a phone, shoot in even light, keep the subject centred and leave the top and bottom of the frame clear for captions. Decide the order of shots before you record, so the edit is assembly rather than repair.

Claims and captions fall under the CAP code

If a video promotes a product or service, it is an ad, and the CAP code applies whether or not anyone paid for the placement. The code is written by the Committee of Advertising Practice and enforced by the Advertising Standards Authority, and it covers written claims on screen, spoken lines and paid partnerships.

Only script what you can evidence. The CAP code's substantiation rule requires advertisers to hold documentary evidence for any claim capable of objective substantiation before the ad runs, so a line naming a saving, a ranking or a timescale needs a source with a date attached, kept for as long as the video is live. Hold that evidence with the video's records, ready to produce if the ASA asks about the claim.

Paid partnerships carry an extra duty. Any video made for payment, free product or another incentive must be obviously identifiable as an ad, which in practice means a clear "ad" label in the caption and on screen rather than a hashtag buried at the end of it. The ASA's influencer guidance sets out how that label should appear, and the Competition and Markets Authority expects commercial relationships to be disclosed under consumer protection law.

Common questions

How long should a short-form script be?

Match the script to the runtime rather than a word count. Words per second vary with the presenter and the edit, so read the whole script aloud with a timer and cut whatever pushes the ask past the final seconds.

Should I script every video or improvise?

Improvise the delivery, not the structure. Write the hook and the ask in full, then let the middle run loose if the person on camera is comfortable.

Do UK audiences need different wording?

Mostly tone and spelling. Understatement, plain nouns and British spellings on captions do more for credibility than slang, which dates quickly.

What if the video is watched without sound?

Treat the caption as the script. If the point does not survive on screen alone, rewrite the line rather than adding more voiceover.