A 30-second ad video script: structure and example
Thirty seconds is enough to sell a product, if every second has a job. Most ad videos that do not work have a good product and a weak script: the point arrives too late, the viewer does not understand what is offered, or there is no clear next step.
Here is a structure for a 30-second ad video, with an example you can adapt.
The structure
0–3 seconds: the hook
The first seconds decide whether people keep watching or scroll past. Start with the problem, a surprising image or a question your viewer recognizes: "Your coffee goes cold before you finish your inbox?"
3–10 seconds: the problem
Show the situation your customer knows well. One scene, no long explanations: the viewer should think "that's me".
10–20 seconds: the solution
Show the product solving the problem. Show, do not tell: the product in use, the result, the "before and after". Name one or two benefits, not the whole list of features.
20–25 seconds: proof
A short reason to believe: a number, a review, a guarantee. "Keeps drinks hot for 6 hours" or "Chosen by 20,000 customers".
25–30 seconds: the call to action
What to do now, and where: "Order on the website and get free delivery". Show the brand name and the address on screen.
An example script
| Time | Picture | Voice-over or text |
|---|---|---|
| 0–3 s | A full mug of coffee, steam stops | "Your coffee goes cold before you finish your inbox?" |
| 3–10 s | A person answering emails, sips, grimaces | "Again." |
| 10–20 s | The same person pours coffee into a thermal mug | "Our thermal mug keeps coffee hot for 6 hours." |
| 20–25 s | Hours pass on the clock, the coffee still steams | "Hot at the first sip and at the last." |
| 25–30 s | The product and the logo | "Order today, delivery is free." |
Tips for a script that works
- Write for silent viewing. Many people watch without sound: put the key words on screen as text.
- One message. One problem, one product, one call to action. A second idea is a second video.
- Short sentences. A voice-over of 30 seconds is about 70–80 words; read it aloud with a stopwatch.
- Vertical and horizontal versions. Plan the framing for the platforms where the video will run.
In short
A good 30-second script hooks the viewer in the first three seconds, shows a problem they recognize, shows the product solving it, gives one reason to believe and ends with a clear action. If you want a script written for your product, order a video script: you describe the product and the audience, and get a script with timing, scenes and voice-over text. Payment is released only after you approve the work.