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  • davidhaslop

Marketing 101: Top Tips for Writing Perfect Short Animation Scripts

Vintage pink typewriter on a blue background with a blank piece of paper ready for typing

So, you want to make an excellent short animated video for your business? One that really captivates your audience and gets your message across effectively? While there's a lot of focus on high-quality animation, trying to go viral, or bending your messages to the latest trends, the secret sauce that so many businesses overlook is the script of your production.

In animation, the script is everything. It's the blueprint, the roadmap, the very foundation that sets the tone and shapes the story. This is especially true for short animated videos, like those you often see in ads or awareness campaigns. With less time to work with, the quality of the script makes a huge difference in how your audience responds. A killer script intrigues and engages them. A weak script leaves them feeling flat. But writing scripts for short animations is a tricky business. Unlike epic Disney movie scripts, short animation scripts must pack a clear, concise message in a tight narrative. This calls for serious scriptwriters to keep it snappy yet truly compelling. So, if you want to nail the script for your next short animated piece, here are our top tips.

Understanding Your Audience and Goal

A business holding a customer focus group to understand their target audience

Before you can start writing an amazing script, you need to get crystal clear on who exactly you're talking to. Your target audience - their age, interests and needs - has a huge impact on the kind of story you tell and the way to tell it. Is your animation speaking to tech-savvy millennials? Tree-hugging retirees? Yoga pants-loving ladies? Muscle-flexing gym bros?

You need to really understand your audience's interests so you can craft a story that clicks with them.

On top of that, be clear on what you want the animation to actually accomplish. Are you selling a new productivity app? Promoting an eco-friendly clothing line? Raising awareness about endangered pandas? Whatever your purpose, let it guide the script to make sure your message comes through loud and clear and achieves your goals. Keep your audience and objectives in focus from the start so you can shape a compelling script that genuinely speaks to the right people and moves them to action. Clarity is key!

Mastering Effective Storytelling in Short Animations

The key to awesome marketing videos is great storytelling. In just a few minutes, you need to paint a vivid picture that pulls viewers in and keeps them hooked. No pressure! With short animations, especially, the story is everything. Your animation distils the narrative visually - so the story has to be strong! When crafting a short animation story, you need the perfect balance. Keep the main characters front and centre - they represent your brand's personality and style. Make sure traits and challenges form a coherent and engaging plot early on.

Adapt the story to fit the time constraints without losing the appeal. An effective way to accomplish this is by storyboarding. Map out your story scene-by-scene beforehand. This helps you spot any weak spots in the flow, highlight the most impactful moments, and create a compelling narrative arc. Essential for maximising that short animation magic! Remember, captivating storytelling makes or breaks an animated short. So take the time to craft a stellar storyline - your audience will thank you!

Key Elements of a Successful Animation Script

A happy couple dancing to music in the living room

An awesome animation script combines all the right elements to tell a memorable story. For marketing animations, these ingredients often look like:

  • Compelling Characters: Make your product or service the star! Personify it with a fun personality your audience can relate to, like the Compare the Market Meerkats.

  • Create Conflict: Conflict is the heart of any good story. Will the guy get the girl? Will evil be defeated by good? However, even in marketing videos, conflict is vital. This is typically the customer's pain point. For example, Febreze highlights how homeowners are always battling with the bad smells in the home coming from dogs, trainers and pizza, and their product is the solution.

  • Smart Dialogue: This is where your product's charm can shine! Write engaging conversation between the characters that entertain and inform. Go Compare does this with their classic opera singing ads, which are both memorable and entertaining.

  • Benefits Over Features: The truth is, no one really cares if your new TV has 14 million pixels. What they care about is that their favourite shows and movies look amazing. Within your script, always touch on the benefits your product offers and back this up by showing how the features achieve that.

Blend these elements into your script, tailored to your product and audience, and you've got an animation that grabs attention, delivers info, and connects on a personal level. It's marketing magic! Follow this formula, and your viewers will enjoy every second.

How to Fine-tune Your Animation Script

Talk to any writer, and you'll hear the same thing - writing is something like 5% writing and 95% editing. Good writing is akin to making a pot out of clay. It's all well and good getting the clay ready, so you have something to work with, but the hard work comes from moulding it all into something beautiful. Your script works in the same way. Writing the foundation is relatively easy. However, it takes some polishing before it's ready for the spotlight. Here's how to refine your script into its best, most impactful form:

  • Edit Ruthlessly: Scrutinise the structure, pacing, and clarity. Make sure the story is genuinely engaging, characters are well-defined, and your messages are seamlessly woven in.

  • Test it Out: Have trusted colleagues read your script for honest feedback. This helps spot areas to sharpen up and ensure your story will captivate.

  • Revise, Retry, Repeat: Be ready to keep tweaking that script through multiple rounds of edits and testing. This dedication to the iterative process is what takes your animation narrative from average to outstanding.

Like a precious gem, an animation script requires care and repeated polishing until it gleams. Take the time to refine yours into its most compelling, effective form. Your audience will thank you for it!


So there you have it - the inside scoop on crafting captivating scripts for short animations. Start with your audience. Use timeless storytelling techniques. Develop characters your viewers connect with. Write dialogue that's engaging and informative. Throw in a problem for your hero to solve. Refine the script until it's smooth and polished to perfection.

Do all this, and you'll have an animation script that informs, delights, and makes an impact.

Of course, the script is just the beginning - next, you must partner with an animation studio to bring your story to life on screen. For UK businesses looking to make a splash with an animated video, look no further than Vivid Studio. Our team of animation experts will work closely with you to produce a video that perfectly captures your brand and leaves audiences buzzing.

Don't leave your animation vision stranded on the page - unleash it through stunning visual storytelling. Contact us today to get the ball rolling on your next exciting project!



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