Video · 5 min read · October 2026
Writing a 60-second script
Sixty seconds feels like plenty until you try to fit your whole business into it. Most first drafts are three minutes long, start with the company history and end without telling the viewer what to do. A good short script is mostly about what you leave out.
Here is how long a 60-second script really is, a simple structure that works for most business videos and reels, and how to write words that sound natural when spoken. There is a fill-in template at the end.
01
Sixty seconds is about 150 words
Most people speak at roughly 130 to 160 words a minute on camera. So a 60-second video is about 150 words, including any pauses, which is shorter than this introduction and the section above it combined. A 30-second version is about 75 words.
Count your words before you shoot. If the script is 300 words, either the video becomes two minutes long or the speaker rushes, and both lose viewers.
02
One video, one message
Decide the single thing the viewer should remember. Not three services, five benefits and the company's founding year. One message. If you have more to say, make more videos. A series of five focused 60-second videos almost always outperforms one five-minute video that tries to cover everything.
03
A four-part structure
Hook (about 5 seconds): the problem or the most interesting point, stated immediately. Problem (about 15 seconds): what the viewer is struggling with, in their words. Solution (about 30 seconds): what you do about it, with one concrete example or proof. Action (about 10 seconds): exactly what to do next, such as WhatsApp, visit or book.
This structure works for a clinic explaining a service, a shop showing a product or a consultant answering a common question.
Start with the viewer's problem, not with "Hi, we are…". Introduce yourself after you have their attention, if at all.
04
Write for the ear
Scripts are heard, not read. Use short sentences. Use the words your customers use, not industry terms. Read every line aloud; if you stumble, rewrite it. Avoid lists of more than three things, numbers that are hard to hear ("₹1,49,999"), and long names of products or schemes. If the speaker is more comfortable in Tamil or mixing Tamil and English, write it that way.
05
Leave room for visuals
Not everything needs to be said. If the viewer can see the product, you do not have to describe it. If on-screen text shows the price, the speaker can skip it. Write the script in two columns, what is said and what is shown, so the words and pictures support each other instead of repeating each other.
06
End with one clear action
The most common weak ending is no ending: the video just stops. Say exactly what to do next, once, simply: "Message us on WhatsApp for a slot this week" or "Tap the link to see the full menu." Show it on screen as well. One action, not three.
Read it aloud with a timer
The fastest test of any script is to read it aloud at a natural pace with a phone timer running. If it runs over, cut. If you run out of breath in a sentence, split it. If a line sounds like a brochure, rewrite it the way you would say it to a customer at the counter.
If you would not say it to a customer, do not say it on camera.
Then give the script to someone who does not know your business. If they can tell you the one message after a single listen, it is ready.
A 60-second script template
HOOK (0–5s) Say: [the problem or surprising point] Show: [the strongest visual] PROBLEM (5–20s) Say: [what your customer struggles with] Show: [the problem in real life] SOLUTION (20–50s) Say: [what you do + one proof or example] Show: [product / service / result] ACTION (50–60s) Say: [one next step] Show: [WhatsApp number / link on screen]
Fill in the "Say" lines in under 150 words in total, then read it aloud with a timer. Send the finished template to your editor along with the footage; it tells them exactly what the video is meant to do.
Quick answers
How many words is a 60-second video script?
Roughly 130 to 160 words at a natural speaking pace. Around 150 words is a good target, and about 75 words for a 30-second version.
What is the best structure for a short business video?
Hook, problem, solution, action. Grab attention in the first few seconds, describe the viewer's problem, show how you solve it with one example, and end with one clear next step.
Should I memorise the script or read it?
Either works if it sounds natural. Many people do best speaking from bullet points rather than a word-for-word script, or using a teleprompter app with short lines.
Related reading
Script in, finished video out.
Send me your script and footage and I'll edit a reel or short that follows it, with captions and a clear call to action. Reels start at ₹1,500. Not sure about the script? Send it anyway and I'll suggest cuts.