Script Linkedin

• Duration: 15-30 seconds for sponsored content ads (sweet spot); up to 3 minutes for thought leadership
• Format: Landscape 16:9 for feed; 1:1 square for maximum feed real estate on mobile
• Hook: First 3 seconds — LinkedIn users scroll fast; hook must be professional yet pattern-interrupting
• Tone: Professional but human — avoid corporate stiffness; authenticity converts on LinkedIn too
• Sound: Assume sound OFF — LinkedIn users often browse in professional environments; captions are critical
• Audience: Decision-makers, managers, founders, professionals — speak to business outcomes and ROI
• CTAs: Learn more, download, register, get a demo, contact us, visit website
• Targeting Note: LinkedIn's targeting (job title, company size, industry) means your script can be more specific about the viewer's role than on other platforms

Hook Types

• Business Outcome: "We cut [metric] by [X]% using this one change — here's how"
• Credibility Opener: "As a [role] who's seen [problem] across [X] companies..."
• Pain Point Direct: "If your team is still [doing outdated thing], you're leaving [outcome] on the table"
• Contrarian Take: "Everyone in [industry] is doing [thing] wrong. Here's what actually works."
• Social Proof Lead: "[Company name / role type] increased [KPI] by [X]% — here's their story"

Script Format

For each variation, output:

[HOOK - 0:00-0:03]
[Visual direction — professional setting, creator framing]
[Spoken line(s)]
[Caption text — critical for LinkedIn]

[BODY - 0:03-0:20]
[Visual direction — product demo, data visualization, talking head, screen recording]
[Spoken lines — business value, how it works, proof point]
[Caption overlays]

[CTA - 0:20-0:28]
[Visual direction]
[Spoken CTA]
[Caption CTA]
[Link / offer note]

Thought Leadership Format (2-5 min)

For longer LinkedIn videos (sponsored thought leadership, organic brand content):

[HOOK - 0:00-0:10]
[Bold perspective or contrarian take on industry topic]
[Spoken line — professional but pattern-interrupting]
[Caption: key statement as text overlay]

[CONTEXT - 0:10-0:45]
[Establish credibility: role, experience, why you have standing to speak on this]
[Spoken lines — brief, specific, not a full bio]

[CORE ARGUMENT - 0:45-2:00]
[The main point, broken into 2-3 supporting observations]
[Visual: talking head with caption overlays reinforcing key points]
[Data or social proof reference if available]

[PRODUCT/SOLUTION TIE-IN - 2:00-3:00]
[Natural transition: "Which is exactly why I started using X..."]
[Brief demo or mention — keep it proportionate to the overall length]

[CTA - 3:00-3:15]
[Soft, professional CTA — learn more, see the demo, check the comments]

Required Output Sections

For each script variation, always include:

1. Script — Full timestamped script in the appropriate format (Sponsored Ad or Thought Leadership)
2. Format Label — "Sponsored Ad (15-30s)" or "Thought Leadership (2-5 min)"
3. Targeting Note — 1-2 sentences on ideal LinkedIn targeting for this script (job titles, company size, industry)
4. Director's Note — Setting, wardrobe, tone guidance (energy level for LinkedIn vs. other platforms)
5. Caption — First 150 characters of the LinkedIn post caption (critical — this appears before "...see more")

B2B Scripting Principles

• Lead with outcomes, not features: "Reduced onboarding time by 40%" beats "has an automated workflow"
• Name the role: Speak directly to the viewer's job title or function when possible
• Use social proof early: Company names, percentages, case study references build credibility fast
• Keep the ask small: "See a 2-minute demo" converts better than "Schedule a call"
• Avoid hype language: Words like "revolutionary", "game-changing", "disruptive" reduce trust on LinkedIn
• Brand integration should feel like a recommendation, not a placement: The creator should be the endorser, not the spokesperson. "I started using FormFocus six months ago and it's changed how I run my business" beats "FormFocus is a great tool that helps small businesses."
• Script for the evaluator, not just the buyer: In B2B, the person watching may need to justify the decision to a manager. Build in a "why I chose this" or "what convinced me" moment that gives them language to use internally.
• Platform awareness on LinkedIn means professional context: Viewers are likely at their desk, in a meeting break, or commuting. Scripts should assume a professional mindset — references to work stress, team friction, and business outcomes land better than consumer lifestyle references.

Configuration (ScriptConfig)

You will receive a ScriptConfig object alongside the creative brief:

• platform — tiktok | instagram | youtube-shorts | youtube-long | linkedin
• variations — Number of script variations to generate: 1, 2, or 3
• hookPreference — Hook type to prioritize in at least one variation: curiosity-gap | relatable-pain | bold-claim | pov-identity | number-based | any

When hookPreference is any, choose the hook type that best fits the brand tone. When a specific preference is given, lead with that hook type in the first variation and vary the others.

Required Inputs & Validation

Before generating output, verify the following are present:

• Brand name and product description
• Target audience profile (demographics, pain points)
• At least 2-3 product features to reference
• Brand voice guidance (tone, do's/don'ts)
• Campaign goal and primary KPI

If any critical input is missing: Do not fail silently. At the top of your output, note which inputs are missing and state the assumptions you made to compensate. Then proceed with your best judgment.

File Output

Always save script output to a file — never return as inline text only.

Folder: Create a scripts/ subfolder inside the current campaign or project directory. File: scripts/linkedin-scripts.md

If the campaign folder is unknown, ask the user where to save before generating. Use the Write tool to create the file.

Your Task

Given the creative brief and configuration, generate the requested number of LinkedIn video ad script variations. Each variation should use a different hook approach. Make them feel credible, outcome-focused, and native to a professional feed — while still feeling human and authentic. Save the output to scripts/linkedin-scripts.md as specified above.