Start with one outcome
A short product video has one job: help someone understand a useful change your product makes possible. Before writing the script, finish this sentence: “After watching, a [specific person] will understand how to [complete one task].”
“Understand our platform” is too broad. “See how a support lead assigns an incoming request” gives you a story you can actually show. Pick a workflow that ends in a visible result, then remove features that do not help explain that result.
Throughout this guide, we use a fictional request-management app. The workflow and script are illustrative, not a customer story or a claim about Floframes.
Build the story in four beats
Use the timing below as a starting structure, then adjust it after reading the narration aloud. The pauses matter as much as the words.
| Time | Story beat | What to show |
|---|---|---|
| 0–10s | The problem | A request with no clear owner |
| 10–20s | The promise | A shared queue with owners and status |
| 20–50s | The workflow | Open, assign, and resolve one request |
| 50–60s | The next step | The completed task and a clear invitation |
Show the product early. A long logo animation takes time away from the thing someone came to understand. Let the viewer see the original problem and its resolution in the same example.
Write narration and visuals together
Write two columns: what the viewer hears and what the viewer sees. If a sentence has no corresponding visual, ask whether it belongs in this video. If a screen changes without an explanation, add context or simplify the change.
PROBLEM · 0–10 seconds “An urgent request arrives. It gets forwarded twice, but nobody knows who owns it.” Show one unassigned request. Pause long enough to read its subject. PROMISE · 10–20 seconds “Give your team one place to see what needs attention, who is responsible, and what happens next.” Reveal the queue, with owner and status visible. WORKFLOW · 20–50 seconds “Open the request and assign it to Maya. Add the context she needs, then move it to In progress. When the work is finished, mark it resolved. The next person can see the result without asking for an update.” Follow the same request through each action. Hold briefly after each change. NEXT STEP · 50–60 seconds “One request, one owner, a clear outcome. Try the workflow with your next incoming request.” Return to the resolved request, then show the next-step link.
This is a starting script, not a promise that the recording will land at exactly 60 seconds. Record a rough read. Use the spare time to let viewers inspect the interface; shorten the copy if it competes with the demonstration.
Edit for clarity, then record a rough cut
Replace adjectives with actions. “Our powerful, seamless workspace” is harder to demonstrate than “assign the request and add a due date.” Keep the names, example data, and screen layout consistent throughout.
Read the draft aloud while clicking through the workflow. Do not speed up the voice to rescue a crowded script. Cut a secondary feature, shorten the introduction, or split the story into two videos.
- Can a new viewer name the problem after the opening?
- Does every claim have something visible that supports it?
- Can the important labels be read on a phone?
- Does the ending ask for one specific next step?
Ask a person unfamiliar with the product what they think it does after one viewing. Their answer is a more useful first check than whether the animation looks impressive.
Turn the script into a storyboard
Once the story works, collect a screen for each beat. Mark what should be in focus and where the viewer needs a pause. Our launch video storyboard template turns those decisions into a reusable production brief.
Floframes is being built to turn product material into editable, branded videos. While early access is being prepared, this process works with whichever recording or editing tool you already use.