Creating Videos People Want to Watch: Practical advice and implementable techniques
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There’s a lot to making a great video… one that connect with an audience and drives them to action. Of course video can be both expensive and time consuming. In this session, web video expert Rich Harrington shares practical advice that won’t break the bank. He’ll share techniques he’s used for big brands like Apple, the American Red Cross, the Family Online Safety Institute and more.
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Creating Videos People Want to Watch: Practical advice and implementable techniques
- 1. facebook.com/ RichHarringtonStuff linkedin.com/in/ richardharrington twitter.com/ rhedpixel Creating Videos People Want to Watch Practical advice and implementable techniques
- 3. Agenda ๏How to Improve Quality ๏Choosing the Right Content ๏Advice on Gear Selection ๏Production Tips ๏Postproduction Process ๏Improving Delivery
- 4. Agenda ๏ There’s a lot to making a great video… one that connect with an audience and drives them to action. Of course video can be both expensive and time consuming. ๏ In this session, web video expert Rich Harrington shares practical advice that won’t break the bank. He’ll share techniques he’s used for big brands like Apple, the American Red Cross, the Family Online Safety Institute and more.
- 5. Richard Harrington I'm a visual storyteller exploring the fusion of photography and video. I'm all a husband & father
- 6. Vital Statistics Author 40+ Books Author 100+ Video Courses Publisher of 2 Websites Adjunct Professor Conference Speaker Business Owner Photographer
- 9. A Brain Integrated How I try to serve both halves and put them to work for creative problem solving
- 10. The Logical Side ๏ Project Management Professional ๏ Business Owner – RHED Pixel & Media Factory ๏ Technical Consultant ๏ Instructor And Lecturer ๏ Book Publisher ๏ Website Publisher
- 11. The Logical Side ๏ Strategic Planning ๏ Risk Analysis ๏ Budgeting ๏ Negotiation ๏ Technology Integration ๏ Market Identification & Targeting
- 12. Past Projects ๏ Adobe ๏ America Online ๏ American Diabetes Association ๏ American Israel Public Affairs Committee ๏ American Red Cross ๏ Apple ๏ Children's National Medical Center ๏ CNN ๏ Department of Veterans Administration ๏ Drobo ๏ Federal Communications Commission ๏ Google ๏ lynda.com ๏ Major League Baseball ๏ Microsoft ๏ Smithsonian Institute ๏ Under Armour ๏ US Air Force
- 13. The Creative Side ๏ Director And Executive Producer ๏ Photographer ๏ Film & Video Editor ๏ Motion Graphics Designer ๏ Journalist ๏ Podcaster
- 26. The Creative Side ๏ Design ๏ Creative Writing ๏ Documentary Storytelling ๏ Performance ๏ Inspiration & Motivation ๏ Emotional Connections
- 27. Consultant
- 28. Consultant ๏ Work with a variety of high-tech clients ๏ Consultant to television networks for broadcast workflow ๏ Combine technical expertise with project management knowledge ๏ Manage migration and audience growth
- 29. Advisory and Consultant Projects ๏ Television Networks ๏ ABC News ๏ CNN ๏ Discovery Channel ๏ Major League Baseball Network ๏ NASCAR ๏ Turner Networks ๏ Technology ๏ Adobe Creative Cloud Advisory Board ๏ Apple ๏ Athentech ๏ Pearson Education
- 37. What is RHED Pixel? ๏ Company founded in 1999 ๏ 70% Full Service Clients ๏ 30% Support to Other Professionals ๏ Winner of a Ciné Award ๏ Offers variety of video, interactive, and multimedia services ๏ Recognized authority for video and multimedia industries
- 39. Mobile Video Experience Understanding Adobe Photoshop Final Cut Help Photoshop for Video Secrets of Style with Kim Foley Peachpit Press Author Tips Tech on the Road Google Web Toolkit Photoshop CS4 Sneak Peek Producing Video Podcasts
- 40. Mobile Video Experience OnMicrosoft OnNetworking OnOpenSource OnSecurity OnSoftware MacBreak Work Inside Mac (consulting) Photoshop User TV (consulting) MommyCast (production)
- 41. twitter.com/ rhedpixelA Snapshot of the Internet
- 42. twitter.com/ rhedpixelOpinion of the Internet twitter.com/ rhedpixel
- 43. Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives Edison Research 0% 25% 50% 75% 100% 2002 2007 2010 2012 2015 54 46 42 33 20
- 44. Most Essential Medium Edison Research 0% 25% 50% 75% 100% Internet Newspaper Radio Television 30 9 4 54 37 14 5 42
- 45. Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives http://www.edisonresearch.com/Infinite_Dial_2012.pdf 0% 25% 50% 75% 100% 12–34 35+ 33 68
- 46. Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate? http://www.edisonresearch.com/Infinite_Dial_2012.pdf Eliminate iPhone or TV 6% 36% 58% Eliminate TV Eliminate iPhone Don’t Know Eliminate Smartphone or TV 2% 40% 58% Eliminate TV Eliminate Smartphone Don’t Know
- 47. Internet Connected TV Edison Research 0% 25% 50% 75% 100% 2014 2015 2016 60%58% 51%
- 49. The Growth of Tablets twitter.com/ rhedpixel
- 50. Tablet Growth 0% 12% 24% 36% 48% 60% 2013 2014 2015 2016 51% 49% 39% 29% 136 Million The Infinite Dial — Edison Research
- 51. Tablet Ownership 2012 2013 2014 2015 22% 16% 12% 6% 8% 6% 3% 1% 19%17%14%11% iPad only Both Non-iPadArbitron
- 53. Smartphones on the Rise twitter.com/ rhedpixel
- 54. Smartphone Growth 0% 16% 32% 48% 64% 80% 2009 2010 2011 2012 2013 2014 2015 2016 76% 71% 61% 53% 44% 31% 14% 10% 207 Million The Infinite Dial — Edison Research
- 55. Smartphones by Age 0% 0% 1% 1% 1% 12–24 25–54 55+ 51% 84% 93% 45% 81% 86% 36% 68% 78% 25% 64% 68% 19% 53% 61% 2012 2013 2014 2015 2016 The Infinite Dial — Edison Research
- 59. twitter.com/ rhedpixelHow to Improve Quality
- 60. Improving Quality of Video ๏Have a concept ๏Have a plan ๏Make your message stick ๏Your video can always be shorter
- 62. The Five W’s for Refining a Show Concept Who—Who is going to watch the show? Who is going to host the show? What—What topics will the show cover? What genre or format will it use? Where—Where will the show be recorded? A studio? On location? When—When will the show come out? Daily? Weekly? Monthly? Why—Why would a viewer subscribe? Why would they come back?
- 63. Analyze the Market ๏ Who is your competition? ๏ What makes your video different? ๏ What can you do better? ๏ Who do you want to attract? ๏ What weaknesses does your competition show? ๏ How can you take advantage of these?
- 66. Questions to Ask ๏Make-Up of Audience? ๏Connection Speeds? ๏Embedded into Page? ๏Downloadable? ๏Portable? ๏Protected?
- 68. Making a Plan ๏Site survey ๏Storyboard ๏ Sketch ๏ Camera ๏Shot list ๏Lighting diagrams
- 73. Balancing Production ๏Carefully choose acquisition format ๏Select talent carefully ๏Keep it short ๏Rehearse during changeovers ๏Use shot list & keep shot ratio very low
- 75. twitter.com/ rhedpixelMake Your Message Stick
- 76. Make Your Message Stick ๏Limit the number of points made in a video. ๏Three or less is a good target. ๏One primary message is the ideal. ๏Think about what you want the audience to remember about the video. ๏How many times did you say the targeted message?
- 77. Make Your Message Stick ๏Always have a call to action. ๏Tell the viewer what you want them to do next. ๏Never ask them to do more than two things. ๏Use an emotional appeal whenever possible. ๏Video is a medium that works best with clear and simple messages that go for an emotional reaction in the viewer.
- 79. twitter.com/ rhedpixel Your Video Can Always Be Shorter
- 80. When it Comes to Video… Keep it Short ๏I have never met a video that wouldn’t benefit from some editing. ๏The whole purpose of video is to compress time and distill a message to its essence. ๏It is important that you refine a project by continuing to strip away its unneeded parts.
- 81. When it Comes to Video… Keep it Short ๏Rarely have I heard an audience complain that a video was too short. ๏There is a reason to edit and it becomes increasingly clear when you actually watch people as they watch your project. ๏Do your best to strip a project down to its essence and only add what is needed. ๏When in doubt… cut it out.
- 84. twitter.com/ rhedpixelChoosing the Right Content
- 85. Choosing the Right Content ๏Single Clips ๏Cinemagraphs & Plotagraphs ๏Screencasting ๏Testimonials & Interviews ๏Motion Graphics ๏Customer Support ๏Live vs. Not Live
- 87. Single Clips ๏Effective content for social posts ๏Consider slowing the action down ๏Stock footage is an option, but don’t choose overused ones
- 89. Cinemagraphs & Plotagraphs ๏Very effective content for social posts ๏Creates a “living picture” ๏Very affordable to create ๏Can add new life to existing content
- 90. Brian Bielmann
- 91. Chad Riley
- 93. Marc Tule
- 95. Trey Ratcliff
- 97. Screencasting ๏Very cost effective ๏Use a good microphone ๏Use a capture application ๏Create a quiet environment ๏Practice before you record
- 98. Studio Setup
- 100. Microphone
- 101. Computer Input
- 102. Field Recorders
- 105. Testimonials & Interviews ๏Very cost effective ๏Use a good microphone ๏Use a capture application ๏Create a quiet environment ๏Practice before you record
- 106. Background Research ๏Think like an attorney ๏ Don’t ask a question that you don’t know the answer to ๏ Look for previous statements they’ve made ๏ Look for interviews they’ve given ๏ Read news articles, blog posts
- 107. Background Research ๏Memorize your questions ๏ Know your questions ๏ Be flexible to follow a new path ๏Know the handlers ๏ Give them a place to sit out of eye line ๏ Explain you value input, but minimize interruptions
- 108. Background Research ๏Be personal and interactive ๏ It’s a conversation ๏ Smile! ๏Remove performance pressure ๏ Show you’ve spent the time to learn about them ๏ Make reference to a speech or book
- 109. Recording an Interview Remotely with Skype ๏ Callnote Premium Call Recorder ๏ Call Recorder for Mac ๏ Evaer video recorder for Skype ๏ Messenger Plus! ๏ Pamela for Skype ๏ SuperTintin Video Call Recorder
- 110. Release Forms ๏ Get the right form ๏ Work with a lawyer ๏ Ensure you have written permission ๏ Always get hard copies ๏ Appearance releases ๏ Location releases
- 111. Release Apps ■ ASMP Releases ■ Easy Release ■ iD RELEASE ■ iRelease ■ Release Me
- 115. Motion Graphics ๏Can help communicate complex ideas ๏Can solve problems for lack of visuals ๏Can reinforce brand consistency ๏Many budgetary approaches
- 120. Customer Support ๏Consider video for after the sale ๏Reduce customer support costs ๏Minimize returns & refunds ๏Convert customers to evangelists
- 127. UltraStudio Mini Recorder Ultra small pocket sized Thunderbolt powered recording from SDI and HDMI.
- 129. twitter.com/ rhedpixelAdvice on Gear Selection
- 130. Advice on Gear Selection ๏The Gear You’ll Need ๏Shoot with the Right Settings ๏Budget Lighting ๏Support Gear
- 131. twitter.com/ rhedpixelThe Gear You’ll Need
- 132. Must Haves ๏ Fluid-Head Tripod ๏ Viewfinder ๏ Audio Recording Device with Microphone ๏ Over-the-Ear Headphones
- 138. Nice to Haves ๏ Camera Support ๏ Fast Lenses ๏ Follow Focus ๏ External Monitor ๏ Lights
- 145. twitter.com/ rhedpixelShoot with the Right Settings
- 149. Different Grades of 4K ๏ Consumer & Prosumer ๏ MPEG4 ๏ Professional ๏ AVCHD and ProRes ๏ Cinema ๏ Redcode and Many Raw Formats
- 151. Frame Rate Options ๏ 60 fps (59.94 fps) Common frame rate for 720p HD. Can be used for over-cranking. ๏ 30 fps (really 29.97 fps) The most common frame rate for broadcast in the U.S. ๏ 25 fps The common frame rate of video used in Europe and around the world that use the PAL standard. ๏ 24 fps (23.98 fps) A rate that closely matches that of film
- 152. Frame Rate Options For footage that mimics film, a good choice is to record 24 (23.98) fps For footage that is going to be used for broadcast 30 (29.97) fps is a good choice (1920 x 1080) If working with the Phase Alternating Line (PAL) standard, you’ll use 25fps. For footage shot 1280 x 720, then 60 (59.94) fps is the best choice for broadcast in NTSC based countries and 50 fps for PAL countries.
- 160. Tiffen Pops Reflector Available in silver/white gold/white silver/gold Zebra Gold & White/White Three sizes of each combination: 22", 32", 42"
- 161. Tiffen Pops Reflector White: Provides a soft, natural light that fills shadows and boosts highlights. Makes the most of available light in outdoor portraits. Silver: A very efficient reflective surface. Adds a snappier, high-contrast image that's best for video, B&W and product photography. Gold: Warms up any scene, including the shadow areas. Can be used to add a sunset effect. Creates beautiful skintones.
- 162. PhotoVision 24" One-Shot Digital Calibration Target ๏ Neutral 3-Tone Panels allow for custom white balancing, accurate metering and exposure monitoring through the camera's histogram function all with a single shot. ๏ Minimizes the need for post correction to your image files. ๏ Drastically reduce your work on the back-end by getting it right on the front-end.
- 163. iLED-RL ๏ Rod Mount LED Ring Light ๏ 15mm or 19mm Rod Mounting ๏ 30 degree LEDs for a Brighter Source ๏ Sony L Batteries & Charger Included ๏ 10 - 100% Dimming ๏ Lightweight Heavy Duty Plastic Construction
- 166. Camera Rails ๏ Really Right Stuff ๏ Length: 18" / 457mm ๏ Width: 1.5" / 38mm ๏ Height: 0.9" / 23mm ๏ Weight: 1.5 lb / 684g
- 168. FLY-X3-Plus 3-Axis Gimbal Stabilizer ๏ Simple to Set Up & Operate ๏ Creates Smooth, Stable Handheld Shots ๏ 3-Axis Active Stabilization ๏ Gesture Control System ๏ Accepts Large & Small Size Smartphones (iPhone 6 Plus, Samsung Galaxy Series, etc) ๏ Supports GoPro Hero 3 & 4 (Mount Included) ๏ Includes 3 Cradles for GoPro, Small and Larger Smartphones
- 169. StrapMoore ๏ The StrapMoore is a handy contraption that secures to the leg of any tripod, light stand, pole, beam, table, chair and much more. Use it to secure a laptop power brick, charger, phone, off-camera flash, transmitter/receiver, microphone, battery, external hard drive or anything else that's handy to have nearby during a photo or video shoot.
- 170. RapidMount Accessory Extension 8″ ๏ The Rock Solid Extension Bar 8″ (200mm) accessory rail allows the mounting of multiple pieces of photography or video gear (microphones, recorders, transmitters, Look Lock, lights, flashes, etc.) to a camera or arm in a secure, convenient, and compact manner. ๏ Works with the hot shoe
- 171. GoPro Timelapse ๏ GoPro has built-in timelapse shooting ๏ Gorillapods come in mny different styles and price points ๏ Use a panning head ๏ FlowMo ๏ Camalapse
- 179. RULE OF THIRDS
- 180. 180˚ RULE
- 181. MATCHING SHOTS
- 182. WIDE SHOT
- 183. MEDIUM WIDE SHOT
- 184. MEDIUM SHOT
- 185. MEDIUM CLOSE UP
- 186. CLOSE UP
- 187. EXTREME CLOSE UP
- 188. POINT OF VIEW
- 189. MASTER SHOT
- 193. Using Field Slates ๏ Save aggravation and time in edit. ๏ Key information: ๏ Crew, lenses, scene, take # ๏ Audio slates for room tone or other additional sound ๏ Note sync sound workflows
- 196. twitter.com/ rhedpixelAudio is Half the Picture
- 197. Audiois Key ๏ Recording high-quality audio is essential. ๏ When shooting video, people tend to spend the entire effort focusing on the images and leave little time or resources dedicated to ensuring that good audio is recorded. ๏ This is a mistake that many come to regret once they start the editing process.
- 198. Audio is Key ๏ Despite how good your video looks, in the end if your audio is bad, the whole production will come off as amateurish. ๏ People can forgive bad video, but stop watching when they cannot hear. ๏ You will fail to retain the viewers you worked so hard to attract.
- 199. Music Options ๏ Do not steal music. ๏ What you hear about fair use is not valid for commercial ventures. ๏ Visit copyright.gov to learn more. ๏ Royalty-free music options are plenty. ๏ CCMixter.org another good resource.
- 201. twitter.com/ rhedpixelWhat are the Benefits of 4K?
- 202. What are the Benefits of 4K? ๏ Footage is “Future-Proofed” ๏ Drastically Improved Image Quality ๏ Consumer Demand ๏ Increased Distribution Options ๏ Easily Down Converted – Universal Master
- 206. Focus Peaking
- 207. Focus Peaking
- 208. Focus Peaking
- 212. Audio Editors ๏ Adobe Audition ๏ Apple GarageBand ๏ Audacity
- 213. Video Editors ๏ Adobe Premiere Pro ๏ Adobe Premiere Elements ๏ Apple Final Cut Pro X ๏ Apple iMovie ๏ Sony Vegas ๏ Avid Media Composer
- 214. twitter.com/ rhedpixelPractical Video Editing Advice
- 215. Practical Video Editing Advice ๏ Seek resolution independent NLE ๏ Flexibility with frame sizes ๏ Flexibility with frame rates ๏ Synchronize frame rates early on ๏ Consider repurposing content
- 216. Practical Video Editing Advice ๏ Exposure & Contrast ๏ Color Balance ๏ Audio Mix & Normalization ๏ Interlacing and when it is removed ๏ Run Time ๏ Shot Composition
- 217. 4K Postproduction
- 218. On Set Workflow
- 219. Studio Workflow
- 220. Studio Workflow
- 221. Studio Workflow
- 223. Post Workflow
- 224. Post Workflow ๏Offline vs. Online ๏Work with proxy media or just drop preview quality? ๏Cutting in 4K or using 4K sources ๏Performance Storage
- 226. Common Media Folder Approach ๏ 01_Original Footage ๏ Card images or cloned copies ๏ 02_Selects ๏ Footage picks ๏ Adapt as needed
- 227. Common Media Folder ๏ Get organized at the drive level ๏ Parity between project and folder ๏ Important with cross-application workflow ๏ Reduces duplicate media ๏ Improves backup process
- 229. Adobe Prelude ๏ A useful tool designed for producers and media loggers ๏ Ingest safely to multiple locations ๏ Add metadata and comments to existing media ๏ Compatible with all NLEs
- 239. Process Matters Before you open your mouth… listen and think
- 241. LISTEN
- 242. FOLLOW
- 243. CURATE
- 244. TRY TO HELP
- 245. ORIGINAL CONTENT
- 247. Compression is a Science ๏Lots of technology at work ๏Cutting edge research ๏Digital Rights Management ๏Expensive Setup and Hosting
- 248. Compression is Common Sense ๏Making copies ๏Get it out there ๏Fairly automated ๏Speed up postproduction & delivery
- 249. Architecture ๏Global family or classification of a file ๏Includes MPEG, Flash, QuickTime, Windows Media, AIFF ๏The ‘big’ picture
- 250. Compressor/Decompressor ๏Algorithm that allows for shrinking of the files ๏Some compressors cost additional money to the content creator ๏Decompressors are usually free to improve market share ๏Shrinking the file using mathematical algorithms ๏Modern compression techniques are significantly more effective
- 251. Bit Rate ๏How much data per second there is in your file ๏The higher the number, the larger the file ๏Larger usually means more quality, but codec dependent
- 252. Sampling Rate ๏The number of samples captured per second ๏Audio CDs are 44.1 kHz ๏Digital Video is 48 kHz ๏Bigger is higher quality
- 253. Variable Bit Rate (VBR) Compression ๏One of the most effective ways to create smaller files ๏Computer analyzes the file before compressing the data ๏Encoding this way is far slower ๏If you can, choose this method for superior results
- 254. Batch Processing ๏A benefit of many compression utilities ๏Set up several files to run ๏Walk away and leave a computer working hard ๏Ensures consistency
- 255. twitter.com/ rhedpixelMore on Compression http://www.apple.com/itunes/store/podcaststechspecs.html
- 257. Terms of Service
- 263. YouTube Partner Program ■ The YouTube Partner Program allows creators to monetize content through advertisements, paid subscriptions and merchandise. ■ YouTube Partner eligible videos may earn money from relevant ads or fees.
- 264. ■ Allows you to reach a global audience and increase earning potential ■ Non-exclusive agreement allows you to monetize in multiple venues YouTube Partner Program
- 265. To Become A Partner ■ Your YouTube account must be in good standing ■ You are uploading advertiser-friendly original, quality content ■ Do not infringe on copyright
- 266. Partner Features ■ Ability to have longer videos (over 15 minutes) ■ Annotations that link to your external websites ■ Upload custom thumbnails ■ Enable paid subscriptions ■ Stream live events or host a Google+ Hangout On Air
- 268. Vimeo On Demand ■ Must be a Vimeo Pro member ■ Go to Creator Services section ■ Can set videos for Rent or Buy ■ Need a PayPal account ■ 90/10 split that favors creator
- 269. Vimeo Pro ■ $199 per year ■ 50GB of storage, 250k plays (additional space and plays can be added) ■ No bandwidth caps or time limits ■ Commercial hosting option ■ Advanced Statistics ■ Unlimited HD uploading & priority uploading
- 270. Vimeo Pro ■ Customizable and brandable video player ■ HTML5 support with the Universal Player ■ Unlisted Video Review pages ■ Third party video player support ■ Optional original file storage
- 276. twitter.com/ rhedpixel Brand Throughout Customers need consistency