ktg-plugin-marketplace/plugins/linkedin-thought-leadership/references/video-strategy-guide.md

Video Scripting & Production Strategy Guide

Comprehensive video scripting reference for LinkedIn thought leadership. This guide focuses on scripting, pacing, and production workflow — for general video format specs, algorithm data, technical requirements, editing tools, and thumbnail strategy, see linkedin-formats.md (Video Content Deep Dive section).

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Length-Specific Script Templates

30-Second Script (75 words)

Use case: Single punchy insight, reaction to news, quick tip.

[0:00-0:03] HOOK (8 words)
  Bold claim or pattern interrupt. No warm-up.
  Energy: HIGH — lean into camera.

[0:03-0:08] CONTEXT (15 words)
  One sentence: why this matters right now.

[0:08-0:25] INSIGHT (40 words)
  The one thing they need to know.
  Deliver with conviction. No hedging.

[0:25-0:30] CTA (12 words)
  Direct question or follow prompt.

Pacing: 2.5 words/second = 75 words total. Energy curve: Start at 8/10, sustain at 7/10, end at 8/10. Visual cues: 1 text overlay (hook keyword), 1 CTA overlay.

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60-Second Script (150 words)

Use case: Framework intro, single lesson, "here's what I learned."

[0:00-0:03] HOOK (8 words)
  Pattern interrupt or bold claim.
  Energy: HIGH.

[0:03-0:10] CONTEXT (18 words)
  Brief setup: what happened or why this matters.
  Transition: "And here's the thing..."

[0:10-0:45] MAIN CONTENT (88 words)
  2 key points, ~44 words each.

  Point 1 [0:10-0:27]:
    State it. Explain why. Quick example.
    Transition: "But that's only half of it..."

  Point 2 [0:27-0:45]:
    State it. Explain why. Connect to point 1.
    Pause for emphasis before CTA.

[0:45-0:55] TAKEAWAY (24 words)
  "Here's what this means for you:"
  One clear actionable sentence.

[0:55-1:00] CTA (12 words)
  Engagement question or follow prompt.

Pacing: 2.5 words/second = 150 words total. Energy curve: 8/10 → 6/10 → 7/10 → 8/10 (wave pattern). Visual cues: Hook keyword, point numbers, takeaway highlight, CTA.

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90-Second Script (225 words)

Use case: Complete framework, story with lesson, detailed insight. This is the optimal LinkedIn video length.

[0:00-0:03] HOOK (8 words)
  Pattern interrupt, bold claim, or stat shock.
  Energy: HIGH — this determines 70% of retention.

[0:03-0:12] CONTEXT (23 words)
  Why this matters. Brief personal connection.
  "I discovered this when..." / "After analyzing X..."

[0:12-0:65] MAIN CONTENT (133 words)
  3 key points, ~44 words each.

  Point 1 [0:12-0:30]:
    State the principle. Explain briefly.
    Real example or data point.
    Transition: "Second..."

  Point 2 [0:30-0:48]:
    State the principle. Why it matters.
    Counter-intuitive angle if possible.
    Transition: "And the most important one..."

  Point 3 [0:48-1:05]:
    The strongest point saved for last.
    Deliver with increased energy.
    Pause after for emphasis.

[1:05-1:20] TAKEAWAY (38 words)
  Synthesize all 3 points into one insight.
  "So here's what I want you to remember..."
  Add personal reflection: "This changed how I think about..."

[1:20-1:30] CTA (23 words)
  "Which of these resonates most with you?"
  Or: "Follow for more [topic] breakdowns."

Pacing: 2.5 words/second = 225 words total. Energy curve: 8/10 → 6/10 → 7/10 → 6/10 → 8/10 → 7/10 (double wave). Visual cues: Hook keyword, 3 point numbers, takeaway highlight, CTA.

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2-Minute Script (300 words)

Use case: Detailed story, multi-step process, deep contrarian take. Use sparingly — retention drops after 90s.

[0:00-0:03] HOOK (8 words)
  Must be your strongest possible hook.
  At 2 minutes, you need extra retention power.

[0:03-0:15] STORY SETUP (30 words)
  Set the scene with specific details.
  Create tension or curiosity.
  "6 months ago, I was facing a problem..."

[0:15-1:30] MAIN CONTENT (188 words)
  3-4 key points, ~47 words each.

  Point 1 [0:15-0:35]:
    The foundation. Set the baseline.
    Use a concrete example.
    Transition naturally.

  Point 2 [0:35-0:55]:
    Build on point 1. Add complexity.
    "But here's where most people get it wrong..."

  Point 3 [0:55-1:15]:
    The revelation. The unexpected insight.
    This is your strongest moment.

  Point 4 (optional) [1:15-1:30]:
    Only if essential. Otherwise extend point 3.
    "And one more thing..."

[1:30-1:50] TRANSFORMATION (50 words)
  The "so what" — what changed because of these insights.
  Before/after contrast.
  Specific outcome or result.
  "Since implementing this, we've seen..."

[1:50-2:00] CTA (24 words)
  Strong engagement hook.
  "I'm curious — have you experienced this too?"
  "Save this if you want to try it."

Pacing: 2.5 words/second = 300 words total. Energy curve: 8 → 7 → 6 → 7 → 8 → 7 → 6 → 8 (sustained wave). Visual cues: Hook keyword, story context, point numbers, transformation stat, CTA. Warning: Only use 2-minute format when the content genuinely requires the extra time. Most ideas fit better in 60-90 seconds.

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Format-Specific Production Guidance

Talking Head

Best for: Personal stories, opinions, lessons learned, authenticity-building.

Script style:

• Conversational — write for the ear, not the eye
• Contractions: "I've found" not "I have found"
• Short sentences: max 15 words when spoken
• Direct address: "you" not "people"
• Personal pronouns: "I", "we", "my team"

Visual cues to include in script:

[CAM: direct]         — Look at camera (default)
[CAM: slight left]    — Break eye contact for storytelling
[CAM: lean in]        — Emphasize key point
[GESTURE: count]      — Use fingers for numbered points
[GESTURE: open hands] — Openness, invitation
[PAUSE: 1s]           — Let a point land
[ENERGY: up]          — Increase enthusiasm
[ENERGY: down]        — Slow for emphasis

Production tips:

• Film in natural light facing a window
• Eye-level camera on tripod
• Clean, non-distracting background
• Lavalier mic for consistent audio
• Film in one take if possible (authenticity > perfection)

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Screen Recording

Best for: Tool walkthroughs, demos, data analysis, process tutorials.

Script style:

• Instructional — clear, step-by-step narration
• Announce what you're about to do before doing it
• Narrate mouse movements: "I'll click on..." / "Notice how..."
• Pause between steps for viewer processing

Visual cues to include in script:

[SCREEN: show app]       — Full screen capture of application
[SCREEN: zoom to X]      — Zoom into specific UI element
[SCREEN: highlight X]    — Circle or arrow pointing to element
[CAM: picture-in-picture] — Small webcam overlay (corner)
[CAM: full]              — Switch to full webcam (for intro/outro)
[CURSOR: circle]         — Draw attention to cursor location
[TEXT: step N]            — On-screen step number

Production tips:

• Clean desktop, close notifications
• 1080p minimum, 1440p preferred
• Pre-load all tabs/apps before recording
• Use mouse highlights (pointer circle)
• Record voiceover separately if needed (cleaner audio)

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Slideshow / Visual Sequence

Best for: Frameworks, data visualization, step-by-step processes, lists.

Script style:

• Concise narration per slide — voiceover guiding the visual
• Each slide has a clear purpose statement
• Transitions are verbal: "Now let's look at..." / "Next..."
• Build suspense between slides

Visual cues to include in script:

[SLIDE: title]         — Title slide with hook text
[SLIDE: point N]       — Content slide with numbered point
[SLIDE: data]          — Chart, graph, or statistic
[SLIDE: comparison]    — Before/after or A vs B
[SLIDE: summary]       — Key takeaway recap
[SLIDE: CTA]           — Call-to-action slide
[TRANSITION: fade]     — Smooth transition between slides
[TRANSITION: cut]      — Hard cut for emphasis
[BUILD: animate]       — Reveal elements progressively

Production tips:

• 4:5 aspect ratio slides (1080x1350)
• Large text: 28pt+ body, 36pt+ headings
• Max 3 bullet points per slide
• Use brand-consistent colors
• Record narration after designing slides
• 3-5 seconds per slide minimum

Programmatic video with Remotion: Slideshow/visual sequence videos can be generated directly from Claude Code using Remotion — a React framework for programmatic video creation. This is especially powerful for:

• Data-driven slides with dynamic content (stats, charts)
• Branded templates with consistent styling across videos
• Batch-generating multiple video variations from scripts
• Animated text overlays, transitions, and build sequences

When a script uses [SLIDE:], [BUILD: animate], or [TRANSITION:] cues, these map directly to Remotion components. The video-scripter agent's output can serve as a blueprint for a Remotion composition.

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2026 Video Algorithm Nuances

Completion Rate: The #1 Video Metric

LinkedIn's algorithm weights completion rate above all other video metrics. A 60-second video watched to the end outperforms a 2-minute video watched 50%.

Completion rate targets:

Length	Target Rate	Signal
30s	70%+	Strong — short enough for most viewers
60s	55%+	Good — 2026 sweet spot for depth vs completion
90s	45%+	Risky — retention drops, only for complex frameworks
2min	35%+	Dangerous — most viewers won't hit 30% completion gate

Critical (2026): LinkedIn requires 30% minimum completion rate or the video gets zero distribution. This makes shorter videos significantly safer. 60 seconds is the new recommended default.

How to optimize:

• Front-load the most interesting content (not chronological order)
• Use "open loops" — tease what's coming ("and the third one surprised me...")
• Vary pacing to prevent monotony
• Place visual changes every 5-7 seconds
• Strong hook → the 3-second test determines 70% of retention

Vertical Video Preference

LinkedIn now strongly prefers vertical (4:5 at 1080x1350) video on mobile feeds. Vertical videos get approximately 20-30% more feed real estate than landscape.

Native Upload Signals

• Native upload (direct to LinkedIn) vs link from YouTube/Vimeo: native gets 2-3x the distribution
• LinkedIn cannot index or optimize external video players
• Always upload the .mp4 file directly

Caption Detection

LinkedIn's 2026 system can detect whether captions are present:

• Videos with burned-in or SRT captions get a distribution boost
• Auto-generated captions are now better but still imperfect
• Professional captions signal quality and effort
• Recommendation: Always add custom captions (not just auto-generated)

Video + Text Caption Synergy

The text accompanying the video matters for algorithm classification:

• Write 200-400 character captions (not just a title)
• Include keywords matching your topical authority
• The caption should add context, not repeat the script
• Include a question or CTA in the caption for comment engagement

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Pacing Reference

Words Per Second Targets

Speaking Style	WPS	When to Use
Slow/Deliberate	2.0	Key insights, emotional moments
Normal/Conversational	2.5	Default for most content
Energized/Excited	3.0	Enthusiasm moments, lists
Rapid (briefly)	3.5	Quick asides, building energy

Default: Script at 2.5 wps. Most people speak slightly faster than they think.

Length-to-Word-Count Mapping

Duration	Words at 2.5 wps
30 seconds	75 words
45 seconds	113 words
60 seconds	150 words
90 seconds	225 words
2 minutes	300 words

Pause Placement

Strategic pauses increase perceived authority and improve comprehension:

• After the hook — 0.5s pause lets it land
• Before each key point — 0.5s signals "pay attention"
• After a surprising statement — 1.0s pause for impact
• Before the CTA — 0.5s shift in energy
• After numbers/data — 0.5s for processing

Energy Curve Patterns

Single Wave (30-60s):

Energy: 8 → 6 → 7 → 8
         hook  body  take  CTA

Double Wave (90s):

Energy: 8 → 6 → 7 → 6 → 8 → 7
         hook p1   p2  p3  take CTA

Sustained Wave (2min):

Energy: 8 → 7 → 6 → 7 → 8 → 7 → 6 → 8
         hook story p1  p2  p3  transform CTA

Never maintain flat energy — monotone kills retention faster than anything.

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Video-Specific Hook Techniques

Lean-In Start

Open mid-thought, as if the camera caught you in the middle of an idea:

• "...and that's exactly why this doesn't work."
• "...so I tested it. And the results were not what I expected."
• "...which brings me to the one thing nobody talks about."

Why it works: Pattern interrupt. Viewers feel they walked into something already happening — curiosity forces them to keep watching.

Mid-Sentence Open

Start speaking before the video visually begins (cut the first 0.5s of silence):

• Camera already rolling, you're already talking
• No "settle in" moment — instant engagement
• Signals confidence and energy

Visual Hook

Use a prop, on-screen text, or unexpected visual in the first frame:

• Hold up a whiteboard with a surprising stat
• On-screen text: "This changed everything" (before you speak)
• Unexpected background or setting
• Something physically happening (writing, drawing, showing)

Stat Shock

Open with a number that demands attention:

• "87% of AI projects fail before reaching production."
• "I analyzed 200 LinkedIn posts. Only 3 formats actually work."
• "The average LinkedIn user scrolls past 300 posts per day."

Direct Challenge

Challenge a common belief or practice immediately:

• "Stop posting motivational quotes on LinkedIn."
• "Your 'thought leadership' content isn't leading anyone's thoughts."
• "The advice to 'post daily' is destroying your credibility."

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Video Content Calendar Integration

Frequency Guidelines

Optimal mix when incorporating video:

• 1 video per 4-5 text posts — video as accent, not primary format
• Maximum 2 videos per week — quality over quantity
• Best days: Tuesday-Thursday (higher professional engagement)
• Best times: 8-9 AM or 12-1 PM in your audience's timezone
• Avoid: Mondays (low engagement) and Fridays (early drop-off)

Content Type Rotation

When planning video alongside text posts, alternate types:

Week example:
  Mon: Text post (educational)
  Tue: VIDEO — talking head (personal insight)
  Wed: Text post (contrarian take)
  Thu: Text post (framework)
  Fri: (optional) Text post or rest day

Never post two videos back-to-back — each needs time to gain traction.

Seasonal Video Opportunities

• January: Goal-setting, prediction videos
• Q1: Strategy/planning content
• Conference season: Behind-the-scenes, key takeaway summaries
• Q3: Mid-year reviews, pivot stories
• Q4: Year-in-review, lessons learned
• Breaking news: Quick reaction videos (30s format)

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Caption/Subtitle Best Practices

Why Captions Are Non-Negotiable

• 85%+ of LinkedIn users watch video without sound
• Captions increase watch time by 12-15%
• Algorithm detects caption presence and rewards it
• Accessibility compliance (critical for professional content)

Caption Scripting Rules

Write captions alongside the script, not after:

1. Sync points: Mark where each caption line starts/ends
2. Line length: Maximum 2 lines, 42 characters per line
3. Reading speed: 150-180 words per minute (slower than speech)
4. Key words: Bold or highlight critical terms
5. Numbers: Write as digits ("3 steps" not "three steps")
6. Punctuation: Use periods and commas for pacing. Never ALL CAPS for entire sentences.

Caption Formatting

Good caption flow:
  "I tested this with 50 companies."     [2s]
  "Only 12 succeeded."                   [1.5s]
  "Here's what separated them."          [1.5s]

Bad caption flow:
  "I tested this with 50 companies and only 12 succeeded here's what separated them" [5s]

Caption Style Options

Style	When to Use	Example
Minimal	Talking head, clean aesthetic	White text, no background
Highlighted	Key words need emphasis	Word-by-word highlight animation
Boxed	Busy backgrounds	Dark semi-transparent box behind text
Branded	Series content	Your brand colors, consistent font

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First-Comment Strategy for Video Posts

Why First Comment Matters More for Video

Video posts get fewer organic comments than text posts. A strong first comment:

• Adds context the video couldn't cover
• Provides a text-searchable summary (SEO)
• Gives algorithm additional engagement signal
• Creates a conversation anchor

First Comment Templates for Video

Template 1: Extended Insight

For context on this video:

[1-2 sentences expanding on a point you didn't have time to cover]

The TL;DW (too long, didn't watch):
- [Point 1]
- [Point 2]
- [Point 3]

What would you add to this list?

Template 2: Behind the Scenes

Behind the scenes on this one:

[What prompted you to make this video]
[Something you cut from the script]

Drop a comment if you've experienced this too.

Template 3: Resource Link

I wrote a detailed breakdown of this on my profile.

Key resources mentioned:
- [Resource 1 — described, not linked]
- [Resource 2 — described, not linked]

Full article in my Featured section.

Timing

Post the first comment immediately after the video goes live — within 30 seconds. Have it pre-written and ready to paste.

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Script Output Format

Every video script should follow this standardized output structure:

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
VIDEO SCRIPT: [Title]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Type:     [talking head / screen recording / slideshow]
Length:   [30s / 60s / 90s / 2min]
Words:    [count] (at 2.5 wps)
Topic:    [content pillar alignment]
Angle:    [from 8 thought leadership angles]

━━━ SCRIPT ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

[Full script with timing markers, visual cues,
 energy cues, and transition markers]

━━━ CAPTIONS ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

[Line-by-line caption text with timing]

━━━ POST CAPTION ━━━━━━━━━━━━━━━━━━━━━━━━━

[200-400 char text to accompany the video post]

━━━ THUMBNAIL ━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Expression: [description of ideal facial expression]
Text overlay: [3-5 words for thumbnail text]
Style: [minimal / branded / text-heavy]

━━━ FIRST COMMENT ━━━━━━━━━━━━━━━━━━━━━━━━

[Pre-written first comment — post within 30s of video going live]

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━