A product marketing video script template you can actually fill in

Keep each answer to a sentence. If the 'one message' field becomes three sentences joined with 'and,' choose one of them. You can make another video for the others.

Product:
Audience:
Where they'll see this video:
What they already know:
One task they want to finish:
One message they should remember:
Product action that proves it:
Approved screenshots or recordings:
Claims we can support:
Things we must not imply:
One next step:
Required format and duration:
Who checks product accuracy:

Start with the situation. Show the action. Give the result enough space to be understood. Then ask for one next step.

You can use these as four scenes, but don't force every story into four cuts. A product action might need two shots. The point is to know what each part contributes.

• Situation: name the task or friction in the viewer's words.
• Action: show the specific thing someone does in the product.
• Result: show what changes after that action.
• Next step: tell the viewer what to try, open, or learn next.

Imagine a fictional project tool introducing saved views to existing users. The audience already understands projects and filters. They only need to understand that they can reuse a view.

Here's a proposed 24-second script. The timings are an editing starting point, not a performance benchmark. Adjust them after watching the actual footage.

0-4 seconds | Situation
On-screen copy: 'Same review. Same filters.'
Visual: an approved recording of the review filters being selected.

4-10 seconds | Action
On-screen copy: 'Save the view once.'
Visual: use the real save-view control and give the view a name.

10-19 seconds | Result
On-screen copy: 'Open it next time.'
Visual: return to the project and select the saved view. Hold on the filtered list.

19-24 seconds | Next step
On-screen copy: 'Create your first saved view.'
Visual: end on the product name and the relevant entry point.

Notice what this leaves out: the company mission, every other feature, and a claim about hours saved. The viewer gets one complete idea. If the product doesn't preserve the filters shown here, change the example to match the real behavior.

'Show the dashboard' isn't enough direction. Which part of the dashboard matters? What changes? Where should the viewer look? Name the control and the resulting state.

If you're preparing the script before the assets exist, mark those shots as missing. Don't quietly replace them with invented UI. A placeholder can help plan the sequence, but someone needs to check the real product before it becomes a public claim.

Read the on-screen copy out loud. Cut phrases you'd never say to a customer. 'Reuse your review filters' is easier to understand than 'unlock a seamless productivity experience.'

Give the script and assets to the person or agent making the video. Ask them to flag anything that can't be shown accurately before they spend time polishing it.

With Impractical, your coding agent can create and edit a video draft and request an MP4 export. The brief above supplies the story; it doesn't remove the need to review the finished frames.

When you revise, name the problem. 'Hold on the filtered list longer so I can read it' gives a clearer direction than 'make it better.' Change the story when the story is unclear. Change the motion when the story already makes sense.

Check the product labels, the order of actions, the visible data, and the ending. Make sure the next step is available to the people seeing the video. If a feature is limited to a particular plan or rollout, say so where the viewer needs that information.

Then watch at the size where the video will actually appear. A script can read well in a document and still put too much text into a small frame. Cut copy or give it more time before shrinking it.