A white background, a black marker and a drawing hand — is that all you need to make a good whiteboard video? It may seem like it, but in reality, there's more to this style than meets the eye.
On one hand, they are great at presenting complex topics to B2B audiences in ways that are very easy to follow and understand. Their streamlined style puts viewers in the right mood and helps get your message to stick.
On the other hand, amateur whiteboard videos often share a number of pitfalls and mistakes that can send the wrong impression to potential clients.
So, if you are looking to foolproof your whiteboard videos through awesome branding, here are some useful tips you'll want to know upfront!
Create Characters Based Around Your Target Audience
Let’s forget about your video for a second. How well do you know your clients?
Understanding your target audience is a key initial step towards any successful marketing plan. So, if you don’t already, get to know the people you're aiming to help with your product or service. Done? Great. Now, the characters of your piece should be designed according to that audience’s traits!
You can start with simple demographic and firmographic details like job title, education and goals, then move on to more involved ones, like the way they talk, what a typical day at work is like for them or even aspects of their company’s culture.
Doing so helps you customize your content with an empathetic perspective — And if your audience feels that you’re talking directly to them, the video will feel custom-made for their needs.
When your viewer relates to your character, it’s easier for them to understand your message. Otherwise, it won’t matter how direct and simple you’re trying to make your case.
Writing an Effective Script
Keep in mind that your audience and your character should share something very important in common: a problem. The main purpose of your video, then, is to show them who will solve said problem — which is where your script comes in!
A good script tells a story through a compelling narrative. But where should you start? Here are a few key tips from some of the best video production companies out there that you’ll want to follow.
- Draft an outline: Before getting tangled up in technicalities, you should have a clear idea of your video’s goal. What is the problem that your audience needs to solve? How will you solve it? Make sure your first draft answers these preliminary questions
- Structure your outline: Once you have a basic outline, start fleshing out your script by structuring it into the classic three-act structure. The first act presents the problem your character and audience share (the what). Move on to how your product or service can solve that problem. Wrap up with why they should choose you over others. It’s a classic structure that most whiteboard videos – and Hollywood movies – follow, and for a good reason: it works!
- Create a storyboard: Storyboards are very useful for any type of video, but even more so for whiteboard videos. This is the stage in which you must work on each illustration and also on the visual continuity of your video as a whole. Keep your video engaging by interconnecting each frame
- The work is never done: Some artists say that a work of art is never truly finished, there’s always room for improvement! After you complete your storyboard, take your time to proofread it, tweak and rearrange it. Go back to the data and audience analysis and see how you can use it to improve the marketing story you want to convey!
- Make all the changes you feel necessary: Place yourself in the position of your prospective client and try reading it with “new eyes” to find the best possible version of your video at these early stages, which will save a lot of time and effort later on
The Power of Fun and Entertainment
Whiteboard videos can be mesmerizing; You are literally watching a story unfold out of nothing in front of your eyes!
It is what makes them such a good tool to market to knowledgeable audiences, as it’s often the case in a B2B setting, or to effectively convey complex topics, as it’s often the case with business-oriented tech and finance solutions, like cloud-based SaaS apps or blockchain solutions.
So, make full use of the medium’s versatility!
Whiteboard videos can be a very fun and entertaining way of putting your brand out there, which is why your content shouldn’t feel like an ad or a strictly educational video.
One great way to make an impression without feeling like the piece is just another part of your marketing strategy is to illustrate your ideas creatively. Get inspired! Experiment. Mix different resources, such as characters, texts and visuals in novel ways.
There are tons of whiteboard videos out there, but yours should stand out by making a lasting impression on your audience. Get just a little smile from your viewer, and there’s no doubt they will remember your piece and tie that positive impression to your brand.
Use Your Brand’s Color Palette to Generate Brand Awareness
Whiteboard videos allow you to get creative, but some things are just not negotiable: a whiteboard is a whiteboard. There’s just something about having a blank space that makes it easier to follow the ideas. This is one of the reasons whiteboards work so well in schools and meetings since forever.
Now, you shouldn’t feel restrained by this: it’s a gift! If you stick with a neutral white background and black marker lines, when you do use a color, it will be powerful and meaningful. And you won’t use just any color: this is your chance to use your brand’s color palette!
By using those colors to drive attention to specific points and critical visuals, you reinforce the meaning behind the message. People are going to be visualizing a representation of the solution they are looking for, what better opportunity than to make that visualization pop in your brand’s colors?
The Right Time to Use Your Logo (And Other Marketing Video Techniques)
As we said before, the main goal your video should tackle is to create a connection between solving a problem and your brand. If your audience doesn’t associate your video with your company, then what was all the work for? Make sure your brand’s name and logo appear at a critical moment in your video – which usually means just as you introduce your solution in the script!
Length is also fundamental in all marketing videos, and whiteboard videos are no exception. You want to keep your piece around the 90-second mark. After all, shorter videos have proven to perform better than long-form videos.
Lastly, don’t forget your CTAs! Marketing videos center around a clear call-to-action message. Explain step-by-step to your audience how to purchase your product or use your service.
To Sum Up
Because of their nature and esthetics, whiteboard videos are a very effective piece of content for your marketing campaign. But if you think that they are a fixed template or that they all look the same, then use these tips to customize your piece and boost your brand engagement.
When done right, a whiteboard video will get your company to stay in your audience’s mind long after they finished watching and bring them to you when the time comes!
Tag(s): Marketing Content Marketing
Victor Blasco’s an audiovisual designer, video marketing expert and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.