How to Storyboard a Marketing Video (If You're Not an Artist) (2023)

Like it or not, content marketing is embracing today's visual culture and moving towards video.

According to HubSpot, 43% of people would like to see more video content from marketers, and four times as many customers would rather watch a video about a product than read about it.

Unfortunately, this does not bode well for blog posts.

Because written content becomes less effective over time, you're probably already thinking about creating somethingVideo content as part of your marketing strategy. You might be eager to jump right in andStart making videos, but planning your content has proven invaluable in keeping your story — and your creative team — on track. I am here today to help you.

Before you grab your camera and hit the studio, make sure you have a storyboard to back it up.

What is a storyboard?

A storyboard is a series of sketches that represent each shot planned for a video, film, or commercial. They usually include instructions for camera angles, lighting, and transitions, as well as dialogue and other notes.

Just as all good writers start their articles with outlines, good marketers start their videos with storyboards.. You've probably seen them for animated films before. Pixar creative director John Lasseter calls it "a comic book version of the story." Here are some storyboards his team used when creating Finding Nemo:

But I amCreation of a marketing video, you can disagree.Does this technique really apply to me?While storyboards for marketing videos may not need to be as detailed as those used by major Hollywood studios, they are still essential.

Why are storyboards important?

Storyboards help you plan your video from start to finish. How will the lighting be? how will it flow Do you want voiceovers or dialogue? How would you like the viewersfeel? The storyboard allows you to collaborate with other team members to develop your shared vision for the video.

In many ways, storyboards are like a dress rehearsal for real videos. Storyboarding allows you to uncover problems and identify gaps in your video before you spend money on production.

By clarifying these things in advance, you can ensure that the end product is exactly what you envisioned. The storyboard allows you to give directions to the people who will take your idea and build it, rotate it, cut it, and turn it into the final product.

Make sure your marketing video is what you want it to be. Start with a storyboard.

Some examples of great marketing videos

Let's take a look at three extremely effective marketing videos. In the next section, we'll refer to them when explaining the basic components of a storyboard.

1. Introduction to Dropbox

[fve]https://www.youtube.com/watch?v=w4eTR7tci6A[/fve]

Dropbox introductory videocame out in 2009 but sellers are still talking about it. At that time, Dropbox was still relatively unknown. They then placed the video on their front page, where it was viewed 30,000 times a day for several years, fueling the company's rapid growth.

The results make it clear that this was a successful video. But why exactly? Its unique jagged animation style draws the viewer's attention. Dropbox solves the problem of organizing digital files related to all aspects of life, e.g. B. everyday problems like accidentally forgetting your wallet at home. Dropbox can solve your home and work organization problems. It's also short enough so that the viewer doesn't get bored, and it ends with a clear call to action to download Dropbox.

2. Facebook Tip: Stickers

[fve]https://www.youtube.com/watch?v=JM50YxX3a88[/fve]

Facebook Marketing Tips Serieshighlights 12 unique features of the social media platform. These videos are no longer than necessary and get the point across quickly in an entertaining way. This encourages people to keep looking, learn what they need to do, and start using Facebook again. Rather than being a boring video tutorial, they associate the stickers feature with fun events and conversations in the Facebook user's life, such as: B. Celebrate by running a marathon with your friends.

3. Salesforce-Demo

[fve]https://www.youtube.com/watch?v=nJQW-rbHMS0[/fve]

Salesforce-Demovideoguides sales reps through a day in the life of using their software. Include inspirational messages about how to solve your problem (+29% higher win rates), social proof from well-known companies that use it, and a strong CTA in the form of a YouTube annotation so viewers can click straight to your site. from the video

Sellers are especially motivated by fame, victory and competition. Cleverly, Salesforce ends the video with multiple shots of the user being commended by his peers and boss for "hitting his quota."

Basic framework for an effective marketing video

Every successful marketing video follows this basic story structure:

1. tin opener
2. representation of the problem
3. Solution
4. call to action

Let's go through them one by one.

tin opener

Istin openerThey must immediately grab the viewer's attention. You need to intrigue them and encourage them to keep looking.

For example, the Dropbox video starts with, “You were there. You want to buy lunch and you realize that your wallet is in your other pair of pants." Now the viewer wonders: "Okay, that happened to me. Do you want to tell me how to fix this? I'll keep watching to find out..."

Try to create a sense of urgency or mystery in your opening.

representation of the problem

The problem statement describes the problem that the viewer experiences.

When determining the scope of your problem, keep in mind who your target audience is. The Dropbox video wanted to be as relatable as possible, so it addressed a universal theme like organization. On the other hand, Salesforce videos follow account managers, so their message is much more specific: "What if you could spend more time selling and connecting with your customers?"

Next, in the solution portion of the video, explain how your brand can solve this unique problem for the viewer.

Solution

They attracted viewers with an intriguing opening. You then bonded with them by acknowledging their problem. Now it's time to show the viewer how your product can solve their specific problem. This is where you go into detail, show people who love using your product and add explanatory screenshots.

This is where our three example videos stand out. Dropbox video's simple 2D animation mimics how easy it is to organize files with Dropbox. Salesforce walks the viewer through your entire sales process with a point-of-view presentation, helping you imagine what it's like to use the platform and how good it will be for your career. The Facebook video shows how stickers make using Facebook a little (much?) more fun and help you better connect with your friends. after all, it is a relationship product.

call to action

Finally the moneymaker. With a call-to-action, you are literally calling the viewer to take action: fill out a lead form, visit your website, or buy your product.

If your video still isn't convincing enough, Salesforce keeps preparing the viewer for the last frame to easily convince them. Before the final call to action, Salesforce displays the expected results on screen and publishes the logos of the main brands using the platform. It then ends with a strong CTA and includes YouTube annotations so users can quickly click through to your site instead of having to write it themselves.

Make sure your brand name, website address, and CTA remain clear and long enough in the last frame of your video for the viewer to digest.

8 steps to create a graphic script for your marketing video

Now that you have an idea of ​​what makes an engaging video, let's walk through the steps to develop your storyboard. Working through these steps will lead you to your ultimate goal:Creation of a marketing videothat aligns with your vision.

1. Create a schedule

Storyboarding is all about structure. In this step, you want to figure out the sequence of events for your video. What is the narrative you are telling?

Be sure to follow the opening order - problem statement - solution - call to action.

2. Identify the main scenes

In addition to the final call-to-action, set the key points of your video. Maybe it's a close-up of a differentiator of your product, a montage of customers using your product, or a great opening scene.

Which scenes captivate the viewer and move him to action?

3. Decide how much detail to add to each scene

Want a cleaner approach like Dropbox and Facebook that focus on cropped animations or screenshots? Or do you prefer Salesforce's more hands-on approach, where you see the salesperson in various scenes using the platform? Maybe you want a completely different concept.

You don't want to overwhelm the viewer. Whichever route you take, make sure your product and message is unobtrusive.

4. Write your script

Whether it's based on dialogue, voice-over, or a combination of both, your script should describe every word spoken in the video.

In a later step, you'll overlay your audio on the appropriate thumbnails.

5. Choose your storyboard tool

Here's the good news: you have a smorgasbord of storyboarding tools to choose from.

You can choose the retro option and use pen, markers or crayons and paper. Or you can go high tech with one of these:

• Presentation software such as Microsoft PowerPoint or Google Slides
• Graphic design software such as Adobe Illustrator and Adobe InDesign
• iPad software such as Adobe Photoshop Sketch (usually requires a stylus)
• Graphical scripting software such as Amazon Storyteller or Storyboard That
• Storyboard templates likeBefor Google Slides east of Vidyard

When setting up the storyboard template, make sure the thumbnails are approximately the same size as the video dimensions (e.g. square, 4:3, 16:9).

6. Outline your thumbnails

This is where you get down to business and start sketching your scenes.

Depending on your artistic skill and range, you can draw fully formed characters and backgrounds, or use stick figures for people and simple geometric shapes for objects.

7. Write down each scene in detail

A storyboard is a visual tool, but you need to add the non-visual details to get the best result.

Add dialogue and/or voice-overs from your script to each thumbnail. Add directional cues for the people who will be working on the video, such as: B. the desired lighting and camera angle. Number your thumbnails so they don't get mixed up.

8. Add cuts

A "cut" occurs whenever the video is zoomed in to emphasize the action. Our three example videos use pauses to emphasize specific actions you can take with your product or software.

Include on your storyboard where you want to cut and any other instructions related to transitions or the flow of your video.

Plan for success

The next best marketing video can't just exist in your head. To help other people understand your vision, you need a storyboard. Define your narrative, outline it, and add dialogue and production instructions to your scenes. Then watch your video come to life.

About the author:Michael Quoc is the founder and CEO ofoffer for, an open social platform that connects emerging brands, lifestyle influencers and trend-savvy shoppers in new and exciting ways. Previously, he was Director of Product Management for Yahoo's Media Lab, where he led the launch of several innovative services in live video and mobile social networking. Michael has received nine patents related to social networking and mobile applications and technologies. Follow him on Twitter at@miguelquoc.