BEFORE THE DETAILS
- Write one sentence stating what the viewer should understand after watching.
- Give every scene a picture, sound, information and a clear filming decision.
- Test the scene sequence before filming, then review each publishing format separately.
1. Choose a message you can actually show
Start with a specific business question: are you explaining how to order, demonstrating a product or introducing a service? Write down what the audience already knows and what it needs to learn before taking the next step. If the idea needs a long list of services, prices and exceptions, choose one part for the video and place reference information in suitable print material rather than overloading each shot.
Consider a small bakery in Seeb introducing meeting refreshment boxes to businesses. This is a hypothetical planning example, not a real client. The message could be “Here is how to choose the contents of a meeting box.” The video shows selection, assembly and closing; the brochure lists sizes and content options. This division defines what to film and avoids a rapid slideshow of pages viewers cannot read.
2. Arrange the opening, explanation and ending
Adobe describes storyboards as a way to plan and communicate a visual sequence before production. A small project does not need polished drawings: reference photographs or simple frames with a description can be enough. Open with an image that establishes the subject, add scenes demonstrating the idea and end with a clear next step. Note what new information each frame contributes and remove repetition that does not aid understanding.
In the bakery example, the opening shows an open box on a meeting table, followed by a hand choosing items, arranging dividers and closing the lid. The final shot shows the finished box and invites viewers to request available options. There is no need to hide the product until the end or add a long introduction. Google’s video guidance encourages focused messaging and a clear call to action; these principles do not guarantee a particular sales outcome.
3. Turn scenes into filming instructions
One scene may need a wide view establishing the location, a close shot of a hand movement and a detail showing the contents. For each shot, record the frame, the start and end of the action, required sound and who prepares the product. Include what must stay out, such as customer order details or an unapproved participant’s face. These instructions help the team more than a general mood description.
Separate essential shots from optional ones and organise filming around the location and setup, even if that differs from viewing order. All tabletop details can be filmed together before moving to the meeting scene. Leave room before and after actions for editing and capture alternatives for difficult movements. Check hand direction, lid position and box contents between shots so the assembly sequence remains understandable when joined.
Assign responsibility for preparing products and bringing replacements, and agree how the box will be reset between takes so its contents remain consistent. This prevents a missing detail from delaying filming.
| Shot | What to show | Check before moving on |
|---|---|---|
| Introduce the product | The open box and its size within the scene | No customer information is visible |
| Make the selection | A selected item being placed | Contents remain consistent between takes |
| Close the box | The complete lid movement | Enough footage before and after the movement |
| Ending | The finished product and how to request options | Time to read the message |
4. Plan sound, text and viewing formats
Decide whether the message relies on narration, dialogue or process sounds. Write natural spoken language and read it against the picture sequence. If a shot ends before its meaning is complete, shorten the line or change the sequence. Avoid leaving essential information only in audio when silent viewing is expected. Also plan appropriate spoken descriptions of important visual information when your audience needs them.
Choose publishing destinations before filming and review vertical and horizontal compositions if both are required. A centred face or product may crop well while a sideways movement disappears. Reserve space for text and captions and check the actual platform interface, where buttons or descriptions may cover the image. Do not rely on one fixed margin for every platform or simply shrink the horizontal version.
5. Run a rough review and approve a clear plan
Put the frames in order and show them with a read-through, even as a simple screen presentation. Ask someone outside the planning process what they understood and what to do next. Notice where you have to explain things verbally: those points often need clearer images or words. This is a comprehension review, not proof of campaign success, but it can expose missing shots before the team and products are scheduled.
Approve one version containing the objective, script, shots, participants and delivery formats, with named responsibility for checking information and collecting feedback. Include music, image and participant permissions in the scope. After filming, compare the footage with the list before dismantling the setup. Is there an alternative for an unclear detail? Is the ending complete? This short review can prevent a missing shot from blocking the edit later.
Common questions
Is there an ideal length for every business video?
No single duration suits every idea and destination. Start with the information, then test the time needed to understand it and read the text. Check the platform’s current requirements before final delivery.
Does every vertical version need a new shoot?
Not necessarily, if framing, movement and text were planned ahead. Check each shot’s crop. When important information disappears, an additional angle may work better than automatic cropping.
Sources and further reading
YOUR NEXT STEP
Turn the details into a clear brief.
Send the video objective, product, publishing destinations and any supporting brochure so we can discuss the concept and shot list.
