How to Write TikTok Scripts That Convert

A great TikTok isn't an accident, it starts with a great script. Casual, scroll-stopping videos often feel spontaneous, but the ones that actually build a following and drive business results are almost always planned. This guide breaks down the simple, repeatable process for writing TikTok scripts that capture attention, deliver value, and turn viewers into loyal followers and customers.

The Anatomy of a High-Converting TikTok Script

While lengths and topics vary, every successful TikTok video shares a common structure designed to work with the platform's hyper-fast pace. Think of it like a three-act play that happens in 15 to 60 seconds.

1. The Hook (Seconds 1-3)

You have less than three seconds to convince someone to stop scrolling. The hook is the most important part of your script. Its only job is to get a viewer to watch the fourth second. If it fails, the rest of your video doesn’t matter.

A great hook does one of two things:

• Sparks Curiosity: It presents a question, a bold statement, or a problem the viewer wants to see solved. Example: "This is the most controversial opinion I have about starting a business."
• Shows a Transformation: It opens with a compelling "after" shot or a satisfying result, making the viewer want to see how you got there. Example: The video starts with a shot of a perfectly organized pantry, with the text "How my pantry went from this... to this." overlayed on the screen (the "before" photo flashes for half a second).

2. The Value-Packed Middle (Seconds 4-15+)

Once you’ve earned their attention with the hook, you need to deliver on its promise. This is the main body of your video where you provide the core value. This isn't the place to ramble, it needs to be concise, engaging, and easy to understand. The middle section solves the problem, answers the question, or shows the process teased in the hook.

Your goal here is to be helpful, entertaining, or relatable. For a tutorial, you might list three quick tips. For a story, you'd share the short, punchy version of events. If your hook promised a "secret," this is where you reveal it - quickly.

3. The Clear Call to Action (The Final Few Seconds)

The biggest mistake creators make is ending their video abruptly without telling the viewer what to do next. A Call to Action (CTA) guides your audience and serves your business goals. A video without a CTA is just content, a video with a CTA is a marketing asset.

The CTA should be a single, clear instruction. Trying to ask for a follow, a comment, a share, AND a link click will result in none of the above. Match the CTA to your video's goal.

• Goal: Engagement. A low-friction ask like, "Let me know your favorite tip in the comments!"
• Goal: Authority/Community. An open-ended question like, "What common mistake did I miss?"
• Goal: Conversions. A direct instruction like, "Grab our free template at the link in my profile to try this yourself."

A Step-by-Step Guide to Crafting Your Script

Now that you know the structure, let's turn a good idea into a great script. Follow these five steps for a simple, repeatable workflow.

Step 1: Define Your Goal and Your Viewer

Before you write a single word, get clear on two things:

Who are you talking to? Picture a single person. What are their struggles, goals, and sense of humor? Writing for one "ideal viewer" makes your script feel personal and direct, like you're speaking directly to them through the screen.

What is the one thing you want them to do? Not three things, one. Your entire video should be reverse-engineered to support this single action. Do you want them to follow you? Comment on the video? Sign up for your newsletter? Defining the goal focuses your message and leads to a much clearer CTA.

Step 2: Brainstorm Attention-Grabbing Hooks

Set a timer for five minutes and list as many hook ideas as you can for your topic. Don't censor yourself. At this stage, quantity beats quality. Here are a few formulas to get you started:

• The Negative Hook: "Stop doing [common activity]. Do this instead." (Example: "Stop making your coffee this way. Do this instead.")
• The "Secret" Hook: "Here's a little-known hack for [achieving a result]." (Example: "Here’s a productivity hack nobody talks about.")
• The Authority Hook: "As a [your Credential], here's [one piece of powerful advice]." (Example: "As a dog trainer for 10 years, this is the first thing I teach every puppy.")
• The Relatability Hook: "That feeling when [common funny/annoying situation]." (This works well for pain points)

Start your video with a jarring, interesting, or satisfying visual before you even say a word. Let the imagery be the hook.

Step 3: Connect with a Relatable Story or Framework

With your hook and core value points decided, you need to build the bridge between them. A simple and powerful framework for this is Problem-Agitate-Solution (PAS).

• Problem: State the pain point your audience experiences. (This is often your hook). Ex: "You never know what to post on social media."
• Agitate: Stir the pot a little. Describe why this problem is so frustrating. Ex: "You spend hours staring at a blinking cursor, feeling completely uninspired, and your accounts go quiet."
• Solution: Introduce your value points as the answer. Ex: "Here are my three go-to content prompts for when you feel stuck..."

This structure quickly validates your viewer's feelings and positions your advice as the relief they’ve been looking for.

Step 4: Outline Your Core Value Points

Less is more on TikTok. Resist the urge to include every detail. If your video is about "3 tips for better sleep," your script outline is just those three tips stated as clearly as possible.

Example-Only Script Outline:

• Hook: Everyone’s making this mistake that ruins their sleep.
• Point 1: Having your phone in bed with you is the biggest issue. The blue light messes with your brain.
• Point 2: You're eating too close to bedtime. Your body is busy digesting instead of resting.
• Point 3: Your room isn't dark enough. Streetlights or electronics can disrupt deep sleep.
• CTA: Follow for more simple wellness tips you can actually use.

Step 5: Write a No-Nonsense Call to Action

Time to craft the closing line. Make your CTA specific and low-effort. Vague directions like "check out my stuff" don't work. Tie it directly to the video's content for a better response rate.

Good CTA examples:

• "If you want part 2, let me know in the comments."
• "Download my free checklist to get started (It's in my profile)."
• "Try this out and tell me how it goes."
• "Follow me if you want to grow your business without burning out."

Writing Tips to Make Your Scripts Sound Human

You can have the perfect structure, but if the delivery feels stiff or robotic, viewers will swipe away. These tips help you write scripts that sound authentic and feel natural to film.

Write Like You Talk, But Better

Use conversational language. No one on TikTok says, "Herein lies the methodology for achieving optimal results." They say, "Here's how to actually get this done." Read your script out loud. Does it flow naturally? Are the words easy to say? If you stumble, simplify the sentence. Use contractions (like "you're," "it's") and write in short, punchy sentences.

Think Visually: Script Actions, Not Just Words

A TikTok script is more than a list of words, it’s a blueprint for the visuals. Scripting what the viewer will see makes a massive difference. You can use a simple two-column format or just use brackets within your dialogue.

Example Script w/ Visual Cues:


(AUDIO LINE) "This is the single best hack for keeping your herbs fresh..."

[VISUAL CUE: Hold a bunch of wilted cilantro to the camera.]

"...Instead of letting them turn to mush in your fridge like this,"

[VISUAL CUE: Pull a tall glass jar with vibrant green cilantro out of the fridge. The stems are in water.]

"...do this. Treat them like flowers. Give the stems a quick trim and put them in a jar with an inch of water. It'll change your life."

Integrate Trends, Don't Just Jump On Them

A viral sound or meme format can be a great starting point, but don't just copy it. The most successful creators adapt trends to fit their niche. Think about how a trending audio can serve as a backdrop for your unique message. Write a script that uses the trend as a vehicle to deliver your value, not just recreate the original video.

One Idea, One Video

This is the golden rule. Our brains want to add "just one more thing," but this is the quickest way to overwhelm the viewer. A video about "three marketing tips" is great. A video about "ten marketing tips, the history of SEO, and how to set up an email list" is a guaranteed swipe. Be ruthless. Stick to one core concept per video. You can always create a "Part 2" video if the first one does well.

Final Thoughts

Writing a great TikTok script isn't complex. Nail your hook to stop the scroll, deliver one piece of genuinely useful or entertaining information, and end with a direct and simple CTA. This framework is the engine behind videos that not only get views but also build real, meaningful brands on the platform.

Having a solid script is half the battle, the other half is consistently getting your content organized, scheduled, and published without the hassle. At Postbase, we built our platform specifically for video-first creators and social media managers who are tired of dealing with clunky tools never designed for formats like TikTok. Our visual calendar lets you plan all your content at a glance, our scheduler handles all your platforms smoothly, and your accounts actually stay connected so your content reliably publishes when you want it to.