How to Write a 30-Second Video Script (With 4 Templates)
A 30-second video script fits in three blocks: a hook, one message, one call to action. At a working pace of about 2.5 words per second, that is 60 to 75 words. The method, four fill-in templates and two timed examples.
By Hadrien Bonato-Pape · · Content creation
A 30-second video script fits in three blocks: a 2-to-3-second hook, one message developed over about 20 seconds, and a 5-second call to action. Working from a pace of roughly 2.5 words per second, that is 60 to 75 words total, breaths included. Go past that and you will either rush or run long.
Thirty seconds is short: there is room for exactly one idea. That is what makes the format work so well for Reels, TikToks and Shorts. This article gives you the method, four fill-in templates and two complete timed scripts. If you want to produce these videos every week without losing your evenings, our pillar guide on automating social media covers the overall workflow.
How many words fit in a 30-second video script?
Speaking pace varies a lot from person to person, depending on tone and topic. We use a working estimate of about 2.5 words per second for a calm, clear delivery, which gives the grid below. It is not a universal measurement: time yourself reading your script out loud and adjust to your own pace.
| Length | Words at 2.5 words/sec | With breaths and pauses |
|---|---|---|
| 15 seconds | about 37 | 30 to 35 words |
| 30 seconds | about 75 | 60 to 70 words |
| 45 seconds | about 112 | 95 to 105 words |
| 60 seconds | about 150 | 125 to 140 words |
One rule matters more than the grid: the script sets the length, never the other way around. If your script is 90 words and you want 30 seconds, cut an idea. A sped-up voice or a sentence chopped at the end is instantly audible. We explain the same principle for generated video in our article on AI video for social media.
What structure works for 30 seconds?
| Block | Rough timing | Words | Job |
|---|---|---|---|
| Hook | 0 to 3 sec | 5 to 8 | Give a reason to stay: a problem, a promise, a surprise |
| Message | 3 to 25 sec | 45 to 55 | One idea, shown or proven |
| Call to action | 25 to 30 sec | 8 to 12 | One simple action |
The hook: the promise in one sentence
The hook tells viewers what they will get, not who you are. "Hi, I'm Jess from Maple Street Bakery" burns two seconds; "3 mistakes that make your pancakes stick" gives a reason to stay. Put the line on screen as you say it, since plenty of people watch with the sound off. For platform-specific formulas, browse our 30 hook examples by platform.
The message: one idea, not three
The body develops a single idea. If you have three tips, make three videos, or a very short list where each point is one sentence. Show instead of describe: the gesture, the product, the before and after. Every sentence should match a shot.
The call to action: one ask
"Follow, like, share, tap the link and comment" gets nobody to do anything. Pick one action tied to the message: "Save this for your next batch," "Full recipe in the caption," "Comment PANCAKE and we'll send you the guide."
Three blocks, one rule each
- 0 to 3 sec Hook, 5 to 8 words The promise, not who you are; also written on screen.
- 3 to 25 sec Message, 45 to 55 words A single idea, and one shot per sentence.
- 25 to 30 sec Call to action, 8 to 12 words One ask, tied to the message.
Four fill-in script templates
1. Problem, fix, result
- Hook: "Still [common problem]?"
- Message: "Here's why: [one-sentence cause]. Do [fix] instead. Result: [concrete benefit]."
- Action: "[One action]."
2. Before and after
- Hook: "From [starting point] to [result] in [real timeframe or steps]."
- Message: three steps, one sentence each, each one shown on screen.
- Action: "Want the same result? [action]."
3. The mistake to avoid
- Hook: "The mistake everyone makes with [topic]."
- Message: show the mistake, why it causes trouble, the right way to do it.
- Action: "Save this so you don't forget."
4. Behind the scenes
- Hook: "What you don't see before [customer moment]."
- Message: three behind-the-scenes shots, one sentence per shot.
- Action: "[Stop by / order / book] [when and where]."
Four templates, four hooks
- Problem, fix, result "Still [common problem]?" The cause, the fix, the concrete benefit
- Before and after "From [starting point] to [result] in [real timeframe or steps]." Three steps, one sentence and one shot each
- The mistake to avoid "The mistake everyone makes with [topic]." Show the mistake, why it causes trouble, the right way
- Behind the scenes "What you don't see before [customer moment]." Three behind-the-scenes shots, one sentence per shot
Two complete, timed scripts
Example 1: a fictional diner, Maple Street Kitchen (47 words)
| Time | Voice | Shot and on-screen text |
|---|---|---|
| 0 to 3 sec | "3 mistakes that make your pancakes stick." | A pancake tearing in the pan. Text: "3 mistakes that make pancakes stick" |
| 3 to 10 sec | "One: the pan isn't hot enough. Wait until a drop of water sizzles." | Water drop on the griddle |
| 10 to 17 sec | "Two: too much butter. A paper towel swipe is plenty." | Hand wiping the pan with a paper towel |
| 17 to 25 sec | "Three: you're flipping too early. Wait for bubbles across the whole surface." | Close-up of bubbles in the batter |
| 25 to 30 sec | "Save this for Sunday brunch." | A perfect stack sliding onto a plate |
Example 2: a fictional bookkeeping firm, Ledger & Pine (48 words)
| Time | Voice | Shot and on-screen text |
|---|---|---|
| 0 to 3 sec | "Still mixing personal and business spending on one card?" | Two credit cards side by side |
| 3 to 12 sec | "That's how tax season eats your weekends: every expense has to be sorted by hand." | A stack of highlighted statements |
| 12 to 24 sec | "Open a separate business account, even if it's just you, and run every business expense through it." | Someone sliding a card into a wallet |
| 24 to 30 sec | "Our year-end checklist is in the caption." | Text: "Checklist in caption" |
Both examples stay under 60 words, on purpose: shots that show an action (the sizzling drop, the stack sliding onto the plate) need a few seconds without talking. The 60-to-70-word range is a ceiling, not a target.
What goes on screen besides the voice?
On-screen text doesn't repeat the script; it highlights the landmarks. In a 30-second video, three elements usually do the job:
- The hook, on screen from the first second, for people watching with the sound off.
- One label per step ("1. The pan," "2. The butter," "3. The flip") if your message is a short list.
- The final action ("Recipe in caption"), timed to when you say it.
Captions, on the other hand, carry the whole voiceover. Keep them short, two lines at most, and proofread them: a typo in a caption stands out more than one in the post text. Keep them away from the edges of the frame, where each app's buttons and labels can cover them. Finally, write the post caption at the same time as the script: it can carry the detail (the full recipe, the checklist) that the video has no time for, and it is what helps the video get found in search.
How do you make a script easy to say?
- Write the way you talk. Short sentences, one verb each, no parentheses.
- Read it out loud before you film. Any word you trip over gets replaced.
- Mark breaths with line breaks: they double as your cut points in the edit.
- Don't memorize it. A teleprompter lets you keep your eyes on the lens.
- Plan captions while writing: they repeat your sentences, so short sentences make readable captions.
Is 30 seconds the right length?
Thirty seconds suits a tip, a quick demo or an announcement. A customer story, a multi-step tutorial or a nuanced explanation often needs more. The right length is the length of your message, not a fixed number: our article on how long a Reel should be helps you pick it. For ads, the opening carries even more weight: see our advice on the first 3 seconds of a video ad.
The 30-second script checklist
- The hook says what the viewer gets, in under 8 words.
- The script carries a single message.
- It runs 60 to 70 words, timed out loud.
- Every sentence matches a shot.
- The hook is also written on screen.
- The call to action asks for one thing.
- Captions are planned and proofread.
Writing and filming with Oposto
Oposto learns your brand from your website (voice, products, audience) and drafts short videos with voiceover and captions. If you would rather speak yourself, the teleprompter shows your script and the video coach guides you while you film. Your videos then go into your campaign calendar: you approve, Oposto publishes on schedule. The free plan needs no credit card: try Oposto.
Frequently asked questions
How many words are in a 30-second video script?
Working from about 2.5 words per second, aim for 60 to 70 words with room to breathe. Time yourself reading out loud: your own pace is what counts.
What if my script is too long for 30 seconds?
Cut an idea instead of talking faster. The script sets the length: a sped-up voice or a sentence clipped at the end is instantly noticeable.
Should the hook be written on screen?
Yes. Many people watch with the sound off, so showing the hook as text while you say it gives them a reason to stay too.
How many calls to action should a short video have?
One. Pick the action that fits the message best, such as saving the video, reading the caption or commenting a keyword.