Copywriters: Thrive Writing TikTok Video Scripts

In the age of attention deficits, the social media app, TikTok has emerged as the ultimate battleground for capturing the population. With over 1.5 billion monthly active users globally, the short-form video platform is no longer just a playground for Gen Z dances. It’s a serious marketing channel. Brands, creators, and agencies are scrambling to master TikTok’s unique tone and format, and with that comes a growing demand for TikTok scriptwriters. A role perfectly suited for sharp, adaptive freelance copywriters.

For those in the copywriting world, the transition to TikTok scripting is more than just viable, it’s strategic. However, it does require a recalibration of voice, timing, and purpose. Let’s explore why this opportunity is exploding, how TikTok “talks,” and how copywriters can pivot their skills to meet this new creative challenge.

Table of Contents

The Rise of the TikTok Scriptwriter

Video scripting has long been part of the digital marketing toolkit. But TikTok scripts are a totally different beast: the text is ultra-short, punchy, and designed to make an impact within the first three seconds. Brands have caught on that success on the platform is driven not by high production quality but by relatable, human, story-driven content.

Agencies and companies are hiring freelance and in-house scriptwriters specifically to create TikTok content. This includes everything from brand storytelling, product demos, tutorials, skits, and “UGC-style” (user-generated content) ads that mimic influencer content.

Copywriters fluent in branding and storytelling already hold many of the tools TikTok demands. They just need to adapt their voice and pacing.

Understanding TikTok’s Language

TikTok’s content is shaped by a few distinct stylistic traits:

1. Conversational and Casual

The tone is intimate, often mimicking a FaceTime call or a friend’s voicemail. Unlike Instagram or traditional ads, TikTok doesn’t sell. It tells. The language is casual, often peppered with internet slang, emojis, and speech fillers like “literally,” “sooo,” or “okay but hear me out…”

Copywriting Tip: Ditch polished prose. Write copy similar to how people speak. Read your script out loud. If it sounds like a text to a friend, you’re on the right track.

2. Hook-Driven

TikTok’s algorithm rewards watch time. The first 1–3 seconds of a video are crucial. This is where copywriters can shine: crafting irresistible hooks that stop your target audience from scrolling past your video. Think of it as a headline in motion.

Examples:

“You’re using your moisturizer WRONG”
“Wait. I don’t hear anyone talking about this money trick.”
“I tested the viral Amazon leggings so you don’t have to…”

Copywriting Tip: Focus on curiosity, tension, or transformation. The hook should imply value or intrigue without giving it all away.

3. Trend-Aware and Meme-Literate

TikTok thrives on trends. This could be anything from sounds, filters, formats, and inside jokes. Good copywriting, particularly good scriptwriting, often references current trends while aligning with brand goals.

Copywriting Tip: Spend time on TikTok daily. Bookmark trending audios. See how brands and creators remix them. Use your copy to ride the trend without losing the message.

With that, don’t try and squeeze in a video just because it’s trending. If the trend or the viral song doesn’t fit with your brand or product your promoting, then don’t force it.

Just like a pair of jeans – just because a certain cut of jeans is on trend at the moment, doesn’t mean you should purchase them, especially if they don’t suit your body type.

4. Short and Structured

TikTok scripts are typically 15–60 seconds long. Most follow a loose three-part structure:

Hook
Value or Story
Call to Action (CTA)

A 30-second script might only have 80–120 words total. Every word needs to earn its place.

Copywriting Tip: Embrace brevity. Cut filler. Replace passive phrases with active ones. Use line breaks to visualize pacing.

How Copywriters Can Adapt Their Craft

Copywriters already excel at persuasion, emotional appeal, and economy of language. Here’s how to reframe those writing skills for TikTok:

1. Think Visually

Unlike web copy or emails, TikTok is a visual-first medium. Your words must align with what’s on screen. Whether that’s pointing gestures, captions, props, or cuts.

Tip: When scripting, include visual cues in brackets:
“[Cut to before/after shot]”
“[Overlay text: ‘3 Things I Wish I Knew’]”

2. Write for Voiceover

Many TikToks use voiceover narration or spoken lines. Writing for speech means dropping formal grammar. Use contractions, pauses, and emotion. The pacing should feel natural and engaging.

Tip: Use ellipses, dashes, or line breaks to cue rhythm:
“Okay…
This is the skincare hack no one told you about—
And it literally changed my face.”

3. Embed Soft CTAs

Traditional CTAs like “Buy now” or “Sign up today” feel out of place. TikTok users respond better to softer, integrated CTAs like:

“Link’s in bio if you’re curious.”
“Try it and thank me later.”
“I didn’t expect this to work, but…”

4. Use Storytelling

Even a 15-second video can contain a micro-story: a problem, a twist, a solution. This works especially well for products or testimonials.

Tip: Use storytelling frameworks like:

Before → After → Bridge
Problem → Agitation → Solution (PAS)
Hook → Twist → Reveal

Getting Started as a TikTok Scriptwriter

If you’re a copywriter looking to break in, here are a few steps:

Learn the Platform: Spend time scrolling on TikTok. Identify what content resonates and why.
Build a Portfolio: Write mock video scripts based on trends, products, or brands you like. Even better—record a few yourself to show proof of concept.
Offer UGC Services: Brands are hungry for “authentic” user-generated content. Offer to write and even record UGC-style TikToks.
Pitch Creators and Brands: DM creators or email small businesses. Offer to script a few TikToks for free or a small fee.
Use Job Boards: Check places like Contra, Upwork, and Twitter for freelance TikTok scripting gigs. Keywords include “UGC script,” “short-form video,” and “TikTok content.”

Hire a professional freelance script writer for your next project.

Final Thoughts

TikTok has redefined how brands communicate. It’s shorter, snappier, and more authentic than ever before. For copywriters, this is not a threat but an invitation. Your ability to turn words into emotional triggers, stories, and conversions is exactly what TikTok rewards.

The job title may change from “copywriter” to “scriptwriter” to “UGC strategist” but the core skill remains: getting people to care.

In a world that scrolls fast, the writers who adapt quickly will be the ones scripting the future.