New data from our recent State of Video Marketing Report 2025 reveals something we’ve long suspected: most people don’t script every word when they create video content. And that’s great news.

Why?

Because if there’s one thing we’ve seen time and again with our clients, it’s that scripting word-for-word makes videos harder to record, harder to connect with, and a lot less enjoyable to watch.

In this blog post, we’re diving into the stats, breaking down what people are doing when it comes to video planning, and sharing how you can plan your content in a way that saves time, reduces stress, and still lets your personality shine.

What our video report survey data tells us about current video planning habits

As part of our recent video content research, we asked business owners and content creators how they typically plan their videos before hitting “record.”

Here’s what they said:

• • 37% use a bulleted list as a prompt
  • 23% script every word
  • 21% have no plan at all
  • The rest use a mix of methods or didn’t follow a consistent approach

Let’s break these down, and talk about why this matters.

Or, check out the State of Video Marketing Report 2025 to see the full results.

Why bulleted lists are winning and why we recommend them

A bullet point list might sound too simple to be effective, but simplicity is exactly why it works.

Here’s why a bullet point list works as a prompt for video:

• • It keeps you on track – no wandering off on a tangent
  • It’s quick to prepare
  • It leaves room for your natural tone of voice
  • It reduces pressure during filming because you’re confident you know what you’re talking about

37% of respondents told us they prefer to plan with bullet points – so it’s not just our advice, it’s what people are actually doing!

When you use bullet points, you have a roadmap, not a tightrope. You know where you’re going, but you’re free to take your own route to get there. This allows for more natural phrasing, real emotion, and a genuine connection with your audience.

Pro tip: Keep each bullet focused on one key point. Think “Intro your idea,” “Give an example,” or “Share a quick tip.” That’s it. Then just talk.

The problem with fully scripted videos (and why only 23% do it)

We know it’s tempting to write out everything you want to say. After all, you don’t want to forget anything important, and you want it to be just right.

But the reality is, scripting every single word can hurt more than it helps.

In our video research report, only 23% of people said they use a full script when creating video content. And for good reason.

Here’s what tends to happen when people rely on full scripts:

• • They spend way longer preparing than necessary
  • They try to memorise instead of internalise
  • They sound robotic, stiff, and less human
  • They stress about forgetting lines

We get it. Scripts feel “safe.” But they often put a barrier between you and the viewer. The whole point of showing up on video is to build a connection. And it’s tough to do that if you’re constantly worried about hitting your lines or reading off-screen notes.

Some people use writing to think more clearly. If that’s you, then writing out a full script may be the first step in your video content creation because it’s part of your thought process. And that’s great for you getting clarity.

But before you jump straight to recording, add a second step. Take the full script and turn it into bulleted prompts for each key point. You’ll be amazed how much more natural you sound, without forgetting a thing.

No plan? No problem?

Surprisingly (or maybe not!), 21% of people told us they hit record with no plan at all.

We’re not against spontaneity. Sometimes the most powerful moments on video come from a sudden spark of insight or emotion. But if your videos are going to serve your business as a consistent part of your marketing strategy, you need more than vibes.

Going in without a plan can cause:

• • A reliance on ‘inspiration’ for what to talk about
  • Long-winded, rambling videos – they’re not anyone’s favourite
  • Difficult, time-consuming edits
  • Missed messaging
  • Lots of wasted time
  • A lot of self-doubt and frustration – ‘Did I end up saying anything useful at all?’

Video content is a time investment. Even a short 3-minute clip takes planning, filming, editing, uploading, and promoting.

If you’re not starting with some kind of structure, you’re risking not just your time, but your momentum. ‘Point and shoot’ doesn’t embed consistency.

The Jammy Digital approach to planning your videos

We’ve worked with hundreds of business owners – from coaches and consultants to creatives and SaaS providers – helping them create video content that actually works.

Here’s our simple framework for planning, without overthinking: