Influencer marketing video: Capsule

Written by, Sergey Ross (Co-Founder at Sway One)

Overview

This framework is designed to guide you through the process of crafting clear, engaging, and practical B2B how-to video scripts, just like Notion does. We'll analyze a segment of the provided video script as we break down each step:

Phase 1: Setting the Stage (00:00 - 01:00)

Goal: Hook the viewer quickly and establish the problem that the video solves.

1. Start with a relatable pain point (The Hook): Instead of directly introducing the feature, highlight a common struggle faced by your target audience. Make it concrete and specific to resonate with their everyday experiences.

Example: "Finding your way around a busy workspace can be disorienting. Thankfully… Notion Home..." Instead of simply stating, "Let's learn about Notion Home," they hit a pain point: feeling lost in a busy workspace.

2. Introduce your solution as the answer: Position your product/feature as a direct remedy to the established pain point. Be clear and concise about how it addresses the issue.

Example: "Notion provides a central Hub where all your work comes together." This immediately links Notion Home as the solution to the problem of scattered work.

3. Expand on the benefits (specific, not generic): Delve deeper into the ways your product/feature improves their workflows. Frame it as concrete, value-driven points, not as general marketing fluff.

Notion examples:

"When you're working with different teams on separate projects, you can end up with tasks assigned to you from several sources." (Expands on the dispersed work issue).

"With "My Tasks," there's no need to search for tasks in separate places; you'll find everything you need to do in your Home."

(Clearly shows the feature-specific benefit: centralized task management).

"Your Notion Home is a tailored selection of relevant pages so you can readily dive into your next task...."

(Focus on productivity boost: less time searching, more time working).

Note: In this segment, Notion intertwines specific benefits with broader features of "Home", setting the stage for a detailed breakdown later.

Phase 2: Dive into the "How" (01:00 – until the end)

Goal: Transition seamlessly from showcasing value to delivering a clear walkthrough of the 'how-to'.

1. Micro-objective: Once you have showcased the "why" efficiently move into the core “how-to" steps. Clearly signal to the viewer that a guided walkthrough is starting. Optionally divide the feature into sub-steps, introducing each briefly.

2. Notion Example: (End of Intro Section): "... which we'll get into in a moment." * (Signals a shift to the 'how-to' without being abrupt) "In Home, you'll find various sections, or widgets, to help you produce more efficient work..." — followed by explanations for each type ('Recently Visited', 'Suggested For You', etc.) (Introduces key components that become the sub-steps).

3. Show, don't tell: just like in the provided script, utilize screen recordings while narrating instructions. This enhances visual clarity and understanding.

4. Notion exemplary style & phrasing: "Go to the 3-dot menu,"... "Select Home As your default start page...," ..."click on the drop-down…", etc.) Notion employs concise, universally-understood language and matches that to precise on-screen actions.

5. Manage pacing (don’t overwhelm): Use a measured pace while explaining with an even tone. If a step is complex, break it down into sub-steps, just as Notion does by expanding the initial configuration to task management later on. Incorporate visual cues, guiding lines, zoom-ins on screen functions to support clarity.

6. Anticipate needs: Throughout the 'how-to' part address potential stumbling blocks before the viewer encounters them.

Example: "...if you don't have one of these properties in the database, we'll prompt you to create one…”

Phase 3: Concise Conclusion (Final Moments/Call to Action)

Goal: Recap value and direct viewers on next steps.

1. Reinforce the benefits: Restate the core value propositions of your product/feature.

Example: "Notion Home is where it all begins.” – Concise summation of value while being impactful.

2. Provide a clear call-to-action: Direct viewers towards further engagement: visiting a page, watching another video, starting a freemium period etc.

Example: "To learn more about Databases in Notion, watch this video..."

Keep in mind

- Write for your audience (They are not 'Users'): Use natural, conversational language that mirrors their speaking style.

- Concise script = focused video: Aim for a brisk 60-90 seconds for maximum effectiveness and audience engagement.

- Professional audio and visuals are key: High quality production gives credibility to your message.

Sway One