why is it essential to your Digital Marketing strategy? – WAU
The storyboard is a sequence of drawings frame by frame with the outline of scenes designed for video content, such as: films and animations.
You already know that videos are a very important part of the Digital Marketing strategy, don’t you?
Currently, 72% of consumers already prefer to watch a video to learn about a certain service or merchandise, rather than reading a text.
For 2019, it is expected that 80% of all online traffic is dedicated to videos.
And the numbers don’t stop there!
- 90% of internet shoppers say that videos help with the purchase decision;
- Of all the time people spend online, 1/3 is spent watching videos.
That is, there are no more reasons to underestimate the power that a video has in the Digital Marketing strategy.
But don’t think that getting a great result is easy. It is necessary to invest in the production process.
In this context, one of the most important stages that not everyone knows is the storyboard, a kind of draft, frame by frame, which helps in the construction of the narrative, in editing and also helps in the design planning and the composition of the scenes.
Want to better understand how this tool works and how it can make your video strategy much more effective?
So, read on!
What is a storyboard?
The storyboard is a sequence of drawings frame by frame with the outline of the various scenes designed for video content.
The look of this sketch is similar to that of a comic book and the aim is to elaborate and detail the sequence of the narrative.
This tool is originally used in animations, films and games, but over time, it has also become widely used in graphic design for advertising and marketing.
That is, due to its versatility, the storyboard can be used to compose the movement of a film, the kinematics of a game or even to demonstrate how a user navigates on a website or app.
In companies, this stage of the video project is usually the responsibility of the creative teams.
The production of the project stage must be totally focused on the persona, regardless of the type of video content to be produced.
That is, the goal is to develop a sequence of actions in the most fun, thought-provoking and comfortable way possible, in order to optimize public engagement.
Do you know that movie you saw that you liked so much that you wanted all your friends and family to watch it too and so they could talk about that story?
This schematic drawing is responsible for a good part of the feeling that this film caused you.
This has existed for a long time in the cinema. And to prove it, check out this example of a storyboard from the famous shower scene in “Psycho”, from 1960:
See how the designer created the visual narrative and how this narrative was followed in the final scene:
Another example of how certain framings and compositions are extremely important in the production of paintings, which can create impactful scenes, is the film “Corra!”, From 2017:
In addition, this schematic drawing is also used to set the pace and tempo of a video.
A beta version of the audio is used to be produced for the final video, or even the final audio itself, already edited.
In this case, an edit is performed, synchronizing the static storyboard narrative with the sound, thus creating a draft in motion, called animmatic.
In this scene from the 2018 film “Viva – vida é uma festa”, we can clearly see how this type of storyboard helped in the final animation:
Realize that at this moment there is no need for the drawings to be finished. It is the narrative that needs to be clear and very well defined.
The indications of movement in the scene, which side the character enters and where he leaves, what is the trajectory that a given object will take, the camera angle, cuts, duration of each shot, among other details that can facilitate editing.
Rigid drawings can interfere with this fluidity, especially if your video has a more dynamic content.
A point that generates a great question is: do i need to know how to draw?
The answer is that if you have any basis for design or creation, your project will certainly be better developed, because the storyboard is an indication of what the director, animator or designer will visually follow.
If you do not have this foundation, but you value the best possible quality, it is recommended to hiring the services of an animator or draftsman who has knowledge in cinematic narrative.
However, it is possible to create a storyboard for certain projects without great drawing skills, like this example, used to develop a layout for a website:
Where does Digital Marketing come into this story?
With the growth of search for videos on the internet and the imminent question that videos will increasingly dominate the market, those who develop knowledge about production will certainly come out ahead.
In Digital Marketing and, mainly, in Content Marketing, videos are already being used in various ways, whether as a presentation of a product, an announcement of new content or the revitalization of existing content.
In addition to the already known image capture, another mode that is widely used for being very attractive is Motion Graphics.
In addition, a great differential to be successful is due to storytelling and this is where the storyboard is necessary for develop a creative scheme that catches the user’s attention in the first few seconds after play.
How to make a storyboard?
So, now that you understand the importance of this strategy for Digital Marketing, let’s go to a small guide about this stage of the project:
Think before you get your hands dirty
After the completion of the script for a given project, it is time to think about the storyboard and consequently, the storytelling.
Search view the entire plot of the project, from start to finish.
This is also a great way to check for possible problems and inconsistencies in the script and thus apply changes without having to rework after completion.
In a new file in a visual development program or even on a sheet of paper, draw the pictures that will represent your screen.
When sketching the scenes, insert any notes you think are important, reserve a space below each frame for this.
Try to centralize the actions within the screen, where the consumer’s focus remains most of the time.
Be your own director
If necessary, create an animation by synchronizing with the audio. Try to work in the rhythm of the sequences, give the consumer time to digest the message, but don’t mess around, be objective.
For a short video, little text is recommended – whether in dialogue or text on screen – and more visual exploration. You do what you define yourself in the video timeline, so plan that part well.
After following all these steps, your storyboard will be ready to guide you to the next stage of the project: the execution of the image capture.
Bonus: tools for creating a storyboard
There are different options for creating a Quality storyboard and we have separated some to help you:
The good old paper and pen
Yes, there is a certain illusion that this step needs to be fully polished, meticulously formatted and with beautiful design and that digital is better to have this result.
This is a myth. Even today, large companies and studios around the world use paper and quick doodles in a brainstorm to defend or present ideas, because the idea is the most important.
Some programs are great for creating storyboards. The most used today are Photoshop and Toon Boom Storyboard Pro. But if you want to try free software, there are good options like Storyboarder and Plot.
To use any of these, a graphics tablet is a hand on the wheel.
If you don’t have any software, there are options for websites that provide tools to streamline this step and optimize your team’s workflow.
One of them is Boords, a clean and intuitive website developed especially to facilitate the creation of an animator, for example.
If you do not have a graphics tablet, there is also the option to insert ready-made images and put together a timeline.
You already know that images help boost content and engage your customers, in addition to making your blog look much more pleasant.
Now, imagine crossing the static barrier and exploring the movement of videos with incredible animations and captures?
This way, the user tends to feel more familiar with having a greater feeling that you are passing the message directly to them.
This is one more advantage that audiovisual provides and we can use this in a positive and educational way, without generating tiredness or lack of interest right at the beginning of the content.
Now that you understand the importance of this step and how it can influence the success of your marketing strategy, how about expanding your knowledge about this trend, knowing everything and a little more about Video Marketing?