How to write short-form video 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. A number, a common mistake, a comparison or a question the viewer already asks all work. 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: beats with rough timings. Write it in two columns, one for what is said, one for what is on screen. Vertical video leaves little room for text, so decide the visual first where you can.

Length is a decision, not a rule. Our guide to how long short-form videos should be explains how to test two cuts against each other.

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. If you film on a phone, our guide to shooting vertical video on a phone covers framing, light and sound. 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. That includes written claims on screen, spoken lines and paid partnerships.

Only script what you can evidence. If a line names a saving, a ranking or a timescale, keep the source and its date to hand, because advertisers are expected to hold evidence for the claims they make.

Common questions

How long should a short-form script be?

Match the script to the runtime rather than a word count. Read it 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.