What is Slide Intention?
The Slide Intention functionality allows you to classify each slide on the storyboard in Storykit from a communicative standpoint – and then use that data input for interpreting and analyzing video retention, giving you a much better understanding of how your video is performing over different parts of your storytelling.
Over time you will be able to build a much deeper understanding of how to maximize the potential from your videos by gaining insight into what parts of your storytelling is resonating with the audience and what parts are not.
Slide Intention is also an excellent tool, not least together with Slide Notes, to communicate how a script template or inserted storyboard should be used. So in its simplest form, it adds a layer of communication that is consistent when duplicating jobs or inserting storyboards – letting you have even more control over creative output in Storykit.
How to use Slide Intention labeling?
It's actually straightforward to use and master Slide Intention labeling. Since you are labeling each individual slide, it will be very piece-by-piece. But make sure that you also read this documentation to get a more fleshed out explanation of the terms and super-terms that make up the Slide Intention taxonomy.
In short: You label the slide with the term that you find is most suited to the content on the slide. And if you can't find a term that fits, you can leave it blank. Some information is better than no information. We have tried to cover as much usual storytelling intentions as possible, and they are deliberately wide-arcing.
Slide Intention and Video Performance
Why you should use Slide Intention labeling becomes very clear when you see how it is visualized on the performance tab in Storykit. Because you have now turned your regular retention graph into something that gives you much more direct feedback on how the audience is reacting to identified parts of your video.
You can now visually identify how you are performing connected to the story you are telling. Are you keeping people interested when you are describing the problem they're facing and losing them when you are suggesting a solution? Or vice versa? Seeing these things together will help you a lot when it comes to honing your scriptwriting skills. And since you are working with Storykit, it's effortless to make alternate versions of a storyboard and seeing if they are performing better.
Labeling a storyboard from your script
When starting on a storyboard with no Slide Intention labeling done, you should really do your setting after the script is done. Doing it this way ensures that you have the full script done, and then you can set the Slide Intention terms as the last step.
This makes sense because, in this case, the script is dictating how you set the terms, there is no instructional value in them.
Using a storyboard with preset Slide Intention
If you are using a storyboard that is more of a template (from a duplicated job or an inserted storyboard), then the Slide Intention terms serve as an instruction for how to write your script – making them useful in crafting your storytelling. And coupled with the use of slide notes, they give you the information you need right there in the storyboard.
The Slide Intention Taxonomy, Super-Terms, and Terms
The Slide Intention taxonomy consists, at the moment, of 24 active terms. These terms are sorted under seven, non-selectable, super-terms to give them a degree of organization.
In the storyboard, you choose the actual term – but the super-term is visible to give you a bit more guidance. In the tool, there is a short explanation of each term – but please refer to this article when you need a bit more insight into what the term means and how you could view the retention information that you gain from viewing the performance graph.
The Summary super-term holds slide intention terms that are suitable for labeling regular intro parts of a script, ranging from the generic to the more explanatory. Most scripts have some sort of introduction to tell the viewer what they can expect from the video, and these terms cover a lot of these cases.
Summarizing the video with a generic title.
The "Title" term can be used to describe a very generic title for a script. Use this when you are not crafting a more traditional headline but instead are being very direct in explaining what the video is about. This is not a quality delineation – but a more functional one as many videos are of a more informative character, and the intro of the video should address just that. It may be a product information video, an instructional video, or almost anything that needs a direct title. A Title very rarely spans more than an intro slide.
Title and retention
Low retention drop in the Title part, which often is just the intro slide, probably has all to do with targeting and very little to do with the actual crafting of the script or the message.
Summarizing the actual story in the video.
The "Headline" term can be used for a more traditional and crafted title – a conventional headline. A headline of this sort functions as something that makes the viewer curious about what comes next. Every time you are doing a bit more than just using a very descriptive title, you are probably crafting a headline.
Headline and retention
Low retention drop in the headline part means will often be very dependent on targeting but can, in some part, also come down to how successful you have been in creating interest in your story.
Summarizing the underlying story or parts of the underlying story.
The "Premise" term can be used to describe parts of a script introduction that summarizes why this video is made and what questions it answers – more or less, the reasons for this video being made. This is often not just a title or a headline but a more fleshed-out version. So this is the script equivalent of an intro or pre-amble for an article, where you expand a bit on what a Title or Headline says. When doing shorter videos, you may find that you don't have a Premise part of the script – and that is natural since short scripts and very "one-issue" scripts often are summarized in a Title or a Headline.
Premise and retention
Low retention drop in the Premise part means that you have managed to create the right level of anticipation and a good promise for the viewer, which keeps them interested in watching the video. It also means that you have managed to balance the expectations of the Title or Headline with the continued storytelling.
The "Identification" super-term holds slide intention terms that are suitable for labeling parts of the script that tries to map the common ground that exists between message, the sender, and the recipient. In short – finding the identifying characteristics.
Identifying a person that has the problem that needs to be solved.
The "Recipient" term can be used to describe parts of the script that aim to portray a situation that the viewer recognizes and identifies with. It can be a description of a specific persona, a geographic location, a life situation, or almost anything that you feel is relevant to include to make the script work. Quite often, you will find yourself using more than one of the Identifying terms, because it makes good storytelling sense to address both the recipient and the challenge that they have.
Recipient and retention
Low retention drop in the Recipient part means that you probably have managed to communicate something that resonates with the viewer's personality or situation. And if the general retention is healthy, it also speaks well to the targeting for the movie.
Identifying the problem that needs to be solved. Pain points.
The "Problem" term can be used to describe parts of the script that talks about a specific pain point or "problem to be solved" that the viewer recognizes and identifies with. This is a fairly classic "recognize this?" situation and a very integral part of communication that leads up to a solution. This does not always have to be expressed as "the problem" but can be encapsulated in a description of a possibility – so that is something to reflect on when talking about possibilities: Are they actually framing the problem, or are they referring to earlier problem identification.
Problem and retention
Low retention drop in the Problem part means that you are describing a problem or challenge that your viewer identifies with, and that speaks to a good understanding of the market and proper targeting.
Identifying the possibility that the solution can yield.
The "Possibility" term can be used to describe parts of the script that talks about a possibility that any given solution can yield, the desired outcome that the viewer feels that they can identify and align themselves with. In some cases, this is aspirational; in other cases, the road to that desired outcome is just a purchase or an agreement. But note that the possibility is not the solution – it's what the solution gives, so in a lot of cases, it's the "end game."
Possibility and retention
Low retention drop in the Possibility part means that you have probably struck a chord with the viewer and their aspirations or search for a solution.
The "Information" super-term holds slide intention terms that are suitable for labeling slides that present things (actors, events, statements, and background information) that are vital for the viewer's understanding of the storyline. In classic dramaturgy, this would be called presentation, and that's an excellent way to think about – giving the viewer the necessary pieces to make sense of the script.
Presenting an event that is substantial for the story.
The "Event" term can be used to describe parts of the script that presents an actual event that either is the setting for a lot of the storytelling or is an event that is significant to the script in other ways. Describing events is often a significant part of reporting, so it often comes into play in those circumstances. Still, it can also be an integral part of scripts that need some kind of historical backdrop to tell a story. In describing the event, many times, it's a bit more than just saying that it happened – so it's about the event and its significance.
Event and retention
Low retention drop in the Event part means that the described event is probably interesting and relevant to the viewer and that you have found a way to describe it accurately.
Presenting factual information that is needed for the understanding of the script.
The "Background" term can be used to describe parts of the script that presents almost all kinds of facts or information that is vital to the script. It is a bit of a "catch-all" term that can encompass a lot of different things. But it is beneficial for presenting things that are just what they are, undisputed factual things that the viewer needs for understanding the video. If something is to the north of something else and that's information we need, then it needs to be presented.
Background and retention
Low retention drop in the Background part means that the information provided is interesting and in line with audience expectation.
Presenting a person or group of people that figure in the story.
The "Actor" term can be used to describe parts of the script that presents a person or multiple persons that has relevance for the script. A lot of times, a person is introduced into a script via a quote or some kind of statement they are making – and then that is how to label it. But sometimes we do introduce and present people by describing them, and that's when this term is the to use, almost always when we are talking about someone, less so when they are talking – unless they are introducing themselves.
Actor and retention
Low retention drop in the Actor part means the persons introduced are relevant for the story and resonates with the audience.
Presenting a statement that we, as sender stands behind, can be unsubstantiated.
The "Statement" term can be used to describe parts of the script that presents statements or remarks that you, as the sender, stand behind, but that is not necessarily substantiated with facts or quotes. This is very useful when building a narrative where you need to actually claim something or suggest that something may be in a certain way to make the resolution of the script more logical. A lot of times, the things you say in a script can be attributed to a person via testimonials or are actual facts that can be presented like so – but for those other times, this is a handy term.
Statement and retention
Low retention drop mean in the Statement part means that the statement makes sense or creates interest in further viewing.
The "Proof" super-term holds slide intention terms that are suitable for labeling slides that show off facts, testimonials, and assets that are either substantiated fact or attributed to a known entity. This encompasses almost all forms of fact-based information – and a couple of these terms are extensive in their scope.
Showing facts that we, as a sender, stand behind.
The "Internal Fact" term can be used to describe parts of the script that are showing or telling things that we as a sender stand by as being factually correct. This can be everything from product characteristics to the findings in a survey. These things may at first glance look very similar to the Statement term described above but can be very different – when labeling something with this term, it's imperative that it is to the best of your knowledge factually correct and contains relevant information.
Internal Fact and retention
Low retention drop in the "Internal Fact" part means the facts provided are in line with statements made and are trustworthy. And also that you have managed to present them in a way that is relevant for the viewer.
Showing a testimonial from us.
The "Internal Testimonial" term can be used to describe parts of the script that have someone from us, the sender, saying something relevant to the message we are trying to convey and the script. The critical part here is that what is said is attributed to a specific person – not what they are saying. So it can be a statement, or a fact, or a description of something else. But since it's a person saying it – that becomes the relevant labeling.
Internal Testimonial and retention
Low retention drop in the "Internal Testimonial" part means the person behind the testimonial and the testimonial itself seems relevant and trustworthy to the viewer, or sparks interest in how the rest of the video will resolve or address the testimonial.
Showing facts that an external party stands behind.
The "External Fact" term can be used to describe parts of the script that shows or communicate irrefutable facts that can be attributed to a trustworthy external source – or are of absolute quality. This is for things that are relevant to the viewer's understanding of the script, and you, as the sender, can communicate with absolute certainty. If you are not dealing with the absolute facts (mathematics or the roundness of the earth), it makes sense to attribute the fact to a source.
External Fact and retention
Low retention drop in the "External Fact" part means the facts provided are in line with statements made in the script and are trustworthy. It also means that your selection of facts keeps the viewer interested.
Showing a testimonial from an external party.
The "External Testimonial" term can be used to describe parts of the script that shows an external part saying something, so this would cover almost all quotes and statements from persons that are not internal sources from your organization. Use this when it's an actual testimonial in direct quote form – not for attributed facts. We want to hone in on the form of the information.
External Testimonial and retention
Low retention drop in the "External Testimonial" part means the person behind the testimonial and the testimonial is relevant and trustworthy and that it feels like a natural part of the script.
Showing something in the video itself.
The "Visual Aid" term can be used to describe parts of the script where the main point is what you are actually showing with image or video assets. This can be product images or documentary photos, something that portrays factual circumstances. If this is combined with script content that accentuates facts, then you most likely would label the slide with something else. But there are cases when this term fits.
Visual Aid and retention
Low retention drop in the "Visual Aid" part means that what you are showing off is relevant and interesting in the scope of the video.
The "Solution" super-term holds slide intention terms that are suitable for labeling slides that point to resolutions of a script or solutions to a challenge, possibility, or problem that has been identified in the script. The terms here are wide-arcing and describes both what and how in a solution or resolution.
Describing what the solution is good for.
The "Promise" term can be used to describe parts of the script that tells the viewer about what a solution will be good for. This is a broad term that holds of a lot of what we see as perhaps the "payoff" of a story, not least when it's stories told from a commercial standpoint. The easiest way to view this is that it's the "thing" you alluded to as being a solution in another part of the script. This term is often coupled with the "Description" term that gives a bit more specification to the promise.
Promise and retention
Low retention drop in the "Promise" part means you are good at describing the effect of the solution in a relevant way for the audience. On a higher level, it may be indicative of you having a good challenge/solution fit, where what how you identify problems or challenges, and how you describe the solution is trustworthy and relevant.
Describing specifics about the solution – or parts of the solution.
The "Description" term can be used to describe parts of the script that talks about what a solution (or resolution) is and how it works. This is about going into the actual explanation of a solution and giving the viewer more information. A lot of times, this goes together with the term "Promise," which outlines what a specific solution is – while this term talks about how it works or functions.
Description and retention
Low retention drop in the "Description" part means you are good at describing the actual solution details in a relevant way and that – if you are a commercial storyteller – the way you describe the solution has a good product/market fit.
Describing how to achieve the solution
The "Instruction" term can be used to describe parts of the script that lays out the details of a solution and how to achieve it, whether that is buying, doing, getting, or learning something. So it encapsulates both the solution and the path to the solution – in sync with whatever possibility, challenge, or problem that is introduced in the script.
Instruction and retention
Low retention drop in the "Instruction" part means you are good at describing how to achieve the solution in a way that makes the viewer consider it. This may speak for an excellent product/market fit but also that you can communicate a good level of feasibility.
The "Action" super-term holds slide intention terms that are suitable for labeling slides that point to some kind of action or urgency to influence the viewer to make a decision and act on that.
Giving the viewer a sense of why the solution is relevant at this moment.
The "Urgency" term can be used to describe parts of the script that aims to give the viewer a feeling that whatever you want them to take action on is something that needs to be done swiftly. This is often about contextualizing an offer or a product with some kind of time frame or scarcity or appealing to the viewer's desire to try something new. The expression of this can be everything from very literal to more subliminal but strive for the same outcome: A sense of urgency.
Urgency and retention
Low retention drop in the "Urgency" part means you are good at creating that sense of urgency around the proposed solution or message. It can also mean that the actual offer is well attuned to the viewer's needs.
Giving the viewer the suggestion to take some kind of action.
The "Call-to-action" term can be used to describe parts of the script that actually tells the viewer how to take action on something. The use of this term should be relatively strict for that type of messaging. Very often, call-to-actions are put in the outro or very last part of a video – and if that is so, you are better off labeling that with the term "Outro" due to some very general retention behavior which makes a lot of viewers leave before the video is entirely over.
Call-to-action and retention
Low retention drop in the "Call-to-action" part means we are good at making the audience consider taking action. And it most likely means that they find the actual solution, service, or product interesting and are willing to hear us out.
The "Script" super-term holds slide intention terms that are suitable for labeling slides that consist of "storytelling building blocks," where you are using special types of slides and expressions to move the story forward without it being the actual script or is very specially formatted parts of the script.
Using a question to drive the story forward.
The "Question" term can be used to describe parts of the script that uses a question to drive the narrative forward. A question is almost always a purely rhetoric vehicle to change the tempo and to create more dynamics in a script – it's more of a "trick" than a straightforward way to communicate the information. But with that said – it is often a handy trick that makes a lot of sense to use.
Question and retention
Low retention drop in the "Question" part means the question is successful in driving the story and that the answer interests the audience. It may well be a good indication of how good you are at creating the right tonality in your script.
Using a number to segment the story or create a list.
The "Number" term can be used to describe parts of the script that are numbers and other list sorting items. This does not mean "numbers" in the form of facts, but actual numbers for numbered lists and listicles.
Number and retention
Low retention drop in the "Number" part means the audience is invested in following the story forward.
Using a storytelling segment to pivot the storyline.
The "Turn" term can be used to describe parts of the script that you use to create a pivot in the narrative or a stop of some kind. This can be using a "sub-title" in a slide – to develop a sense of order. Or starting a new segment. There are quite a few ways to create turns in the storyline, but what they have in common is that they make the viewer take notice and gives them a heads-up that the story is moving in another direction.
Turn and retention
Low retention drop in the "Turn" segment means you are successful in creating an interesting storyline for the rest of the movie and have a good way of presenting what comes next.
Using an outro to give basic sender information.
The "Outro" term can be used to describe parts of the script that are a basic outro and placed at the very end of the script. A lot of times, an outro contains some kind of call-to-action, but if it's set at the end, that should be labeled as an outro anyway.
Outro and retention
Low retention drop in the "Outro" part bears little significance.