If you’ve ever sat down to record a video and found yourself clinging to a full script like a safety blanket, you might be holding yourself back.
Our ‘2025 State of Video Marketing Report’ confirmed something we’ve suspected for a while, only 23% of people are still scripting every single word before they hit record. And honestly? That’s a good thing.
Because full scripts might feel like the sensible option, but they usually make videos harder to prepare, more stressful to record, and a whole lot less enjoyable to watch.
You end up putting too much energy into remembering what you’re saying, rather than really communicating.
In this article, we break down what the research shows and share our simple, effective framework that helps you make videos that sound natural and human.
What the research shows about video planning
When we asked hundreds of business owners and creators how they prepare for video, the results painted a pretty clear picture of what’s actually happening behind the scenes. The majority (37%) rely on a bullet list to guide them.
Another 23% are still scripting every single word, while 21% admit they hit record with no plan at all.
And the final 18%? They’re not entirely sure what they’re doing before the camera starts rolling (which is pretty relatable).
These numbers matter because the way you prepare directly affects what your audience sees on screen.
- A bullet list gives you structure without tying you to a rigid script, which usually results in a more natural, confident delivery.
- Fully scripting every word might feel reassuring, but it often leads to stiff, over-rehearsed videos that are harder to connect with.
- And going in with no plan at all? That’s where rambling, long editing sessions, and muddled messaging tend to creep in.
In other words, your preparation style doesn’t just shape your recording process; it affects how effective, engaging, and human your final video will be.
Why bullet lists are (quietly) winning
There’s a reason the largest group in our study leans on bullet lists: they strike the perfect balance between structure and freedom.
A good bullet list keeps you on track without boxing you into a rigid script. It’s quick to prepare, helps you avoid rambling, and leaves room for your natural tone of voice to come through. When you’re not stressing about remembering every word, you’re free to talk the way you actually talk. And that’s what people want to hear.
Think of a bullet list as a roadmap. You know the destination, you’re clear on the key turns, but you can stop for an ice cream if you fancy it. You’re not forced to follow a scripted step-by-step route.
We call this bringing ‘bar stool energy’…imagine you’re in a bar, perched on a stool, with a drink in your hand, chatting to some mates. This means you’re explaining things in your own words, responding to your own energy, and staying conversational.
And if you want these lists to work even harder for you, keep each bullet focused on a single idea. That alone makes your delivery cleaner and more confident.
The problems with fully scripted videos
So let’s talk about the 23% still scripting every line. We understand why full scripts feel safe. They give you a sense of control, like you’ve got every word mapped out and nothing can go wrong. But in reality, they usually create more problems than they solve.
Fully scripted videos take far longer to prepare because you’re trying to perfect the writing before you’ve even started recording. Then comes the memorising, or worse, which pushes you away from speaking naturally. The result is often stiff, robotic delivery that doesn’t feel like you and doesn’t connect with your audience. And because you’re so worried about sticking to the script, the pressure goes up, not down.
Most importantly, full scripts act as a barrier. Video works because it feels human and immediate. When you’re glued to your lines, that human connection disappears.
But if you need to write first to clarify your thoughts, that’s perfectly fine. Many people think through writing, you shouldn’t stop doing that if this is how your brain works best. The trick is what you do next: take that script and turn it into a bullet list. This one shift keeps the clarity of your ideas while letting your voice sound natural.
The risks of hitting record with no plan
At the other end of the spectrum, we have the people who hit record with no plan at all. Spontaneity can be great, especially if something exciting has just happened in your business. But as a long-term strategy, ‘just wing it’ rarely works. Without even a loose structure, it’s easy to wander off-track, lose your main point, or end up with a recording that’s twice as long as it needs to be.
Editing becomes a painful, time-consuming process when the raw footage is messy or unfocused. On top of that, your messaging becomes inconsistent because you’re relying on whatever thought happens to pop up on the day. And you walk away wondering whether the video actually did what you needed it to do.
Now, spontaneity absolutely has its place. When you get a great idea, capture it immediately – voice note, notebook, whatever works. But store it in an ideas bank and bring it into a proper planning session later. Video is part of your business strategy, not an improv show.
The Jammy Digital approach
To help our clients create videos that feel natural, confident, and easy to record, we use a simple five-step framework.
1. Start with a single core idea
What do you want your audience to understand, feel, or do after watching? Distil it to one thing.
2. Build a 3–5 point bullet list
Create a short list that includes:
- Your key message
- An example or mini-story that brings it to life
- And a clear call to action
This gives your video shape without restricting your delivery.
3. Write a more structured hook and introduction
Although bullets work best for the main content, the hook and intro part of your video are absolutely key to getting people to continue watching. So, we like to write these with more structure to ensure we’re hitting the key points, showing our audience that we know what we are talking about.
To do this, we have:
- A hook: Something juicy to tell people what they’re going to get from watching this video. A great hook piques curiosity and shares a transformation.
- An overview of what we’re covering: So people know what to expect and why to stick around.
- An introduction to who you are: Showcase your credibility upfront. Why should people listen to you?
4. Keep your delivery natural
Talk like you would to a friend. Bring that bar stool energy. Don’t over-polish. Don’t try to sound like someone else. The most effective videos feel conversational, not performed.
5. Record multiple takes
Your first take is usually just a messy warm-up. The second or third take tends to flow better without sounding rehearsed.
The sweet spot is a handful of focused bullet points that help you stay clear, confident, and authentically you. You might also film a couple of alternative hooks to test what works.
Want help with your video planning?
If you’re ready to take your video content to the next level, Jammy Digital’s Video Content Strategy Package can help. Here’s why it’s so effective:
- Clarity and confidence: We help you define the core ideas and key messages for your videos, so you always know exactly what you’re communicating. No more wandering off-topic or feeling unsure on camera.
- Efficiency and consistency: With a structured strategy in place, you’ll save hours of time, while also ensuring every video aligns with your brand and business goals.
Our approach isn’t about us telling you what to say with scripted, stiff content. It’s about helping you produce videos that are natural, engaging, and truly reflective of your unique voice – while saving you time and making the whole process easier.
Ready to create video content that connects and converts? Book a free call today, and we’ll map out your Video Content Strategy to get you started on the right track.
