Post on 07-Aug-2018
transcript
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Producing and Publishing Online Video
Presented by Aaron Yates
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Kerrville born & raised Tivy High School Class of 1999 Schreiner University Class of
2007 (BBA Finance)
Founded video productioncompany in 2007 Texas Pro Sound & Video KerrvillePhoto.com Yates Multimedia
Worked with scores of localorganizations andindividuals producingvideo, photo, graphics, web,
audio…
Aaron Yates
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www.KerrvillePhoto.com
aaron@kerrvillephoto.com
830-214-7635
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Marketing in the newmillennium
Changing demographics
Television?
Radio?
Newspapers? Online Video?
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Over 180 million userswatched 33 BILLIONonline videos in June
Average user watched
23.2 hours per viewer Nielsen reports
shrinking number of TVhouseholds for twoyears running
75% of smart phoneusers watch onlinevideo and 26% do soevery day
Companies usingmultiple-screen videoincrease brandrecognition by 900%
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800 million users per month
4 billion hours watched monthly
72 hours of video uploaded to
YouTube EVERY MINUTE 500 years of video watched daily
100 million social interactions
weekly Second most popular search
engine on the planet
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Growing broadband internet access
77% of US is online, and over 85 million peoplehave broadband access
91.4 million smart phone users in US Over 180 million Americans consuming online
video
Facebook reaches 955 million ACTIVE USERSas of July 2012
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Senator Lindsey Graham stated that, "When you get 100million Americans looking at something, you will get ourattention. This YouTube sensation is gonna help theCongress be more aggressive and will do more to lead tohis demise than all other action combined."
Spread the word
Generate interest
Unite for a cause
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Planning
Production –Recording the video
content Post-Production –
Compile, Log, Edit
Delivery – Upload,Stream, Share
Evaluation
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Planning begins with an overall organizational marketingstrategy and drills down to a specific goal, look, message,and storyboard.
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Objectives & Goals What are your goals?
A single video cannot be all things to all people.
Create specific, attainable goals What are we trying to accomplish?
Who are we trying to reach?
Let’s make a “viral” video! (Yeah… right.)
Objectives for entire video strategy Single production can become many different videos
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Message & Style Based on goals and objectives
“ Look” and “ Feel”
Emotional? Informative? Funny? Who is the target audience?
Clients
Volunteers
Donors Community
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Budget & Staff Gut-wrenching reality: Video is
expensive
Expensive in the form of dollars Expensive in the form of time
Opportunity Cost
What kind of equipment is
available to us? What do we need to buy?
What do we need to rent?
Contractors can be “rented”
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Objectives, goals, style, message… All of these planning steps help you answer
production considerations
Length or Duration of the Video
Sources of Footage or Multimedia
Production Values Legalities
Releases: Model, Venue
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Photographs
Audio
Previously recorded
footage Stock photos & videos
Scanned documents
Animations Gather INFORMATION
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Realistic timetables
Conflicting schedules, cancellations,unexpected changes
Editing: 1 hour for every 1 minute of finishedvideo (depends on type)
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Actual recording of video content.
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Production: The actual creation (filming)
of your video
Not all videos requireproduction
Animation
Typography Videos
Photo Slideshows
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Cameras
Tripods
Lighting
Sound
Budget considerations
Rent vs. Buy Outsource?
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Shoot to hard drive/card
High Definition
Stay with one brand
DSLR’s?
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Using the camera: Read the manual, be familiar with your gear
Focus
Composition Rule of Thirds
Head room
Lead room
Exposure Zooming
PRESS RECORD!
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Three camera elements for exposure control: Shutter Speed
Aperture / Iris
ISO / Gain
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AKA “sticks”
Fluid Head?
Stability
Height of Camera
Panning and Tilting
When to use? Always is a good rule.
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Natural Light The Sun
Windows
Artificial Light Temperature
Intensity
Placement
White Balance
Reflectors
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On-Camera Microphone Auto Gain Control
Wind Cut
Off-Camera Microphone Wired or Wireless
Traditional or Lapel
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Script Description of action
Narration or Voiceover
Storyboarding Visual or verbal description of the
flow of the video, scenes, narration,scripting, etc.
Shot List
Equipment Checklist Different for each shooting
location/set
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Schedule/Time ofDay
Action
What’s happening Camera Notes
Wide, tight, etc.
Other notes
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Who is the interviewee? What expertise or information does he/she
possess?
How do they add value to your film?
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Equipment Camera & Tripod
Audio
Lighting Location
Background (visual)
Background Noise
What does the scene communicate to the viewer?
Dress What does the clothing communicate?
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Technique Questions
Get them comfortable
Interaction
Never stop recording Coaching
How to answer
Pauses
Um… Uh… Like… You know…
Other Purposes Future videos
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Secondary footage Adds meaning and context
Conceals edit points
Establishing shots Location shots
Background for graphics
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Don’t be a spectator,be a camera operator
Remember…
Focus Composition
Lead Room
Head Room
RECORD!
Smooth and steady isthe key
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Matched Action: Similar actions captured from different angles and
different compositions, in which the two shotsgraphically match
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Shooting for the edit 10 second rule
B-Roll & Matched Action
Don’t talk over the shots Anticipate cuts every 5 seconds
Before wrapping, make a quick inventory of
your shots and be sure you have plenty offootage.
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Capture, Log, Transcribe, Edit
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Collect your digitalcontent and create aninventory of assets
Move from videocamera to computer
Video, photo, audio,and other multimedia
“Log” footage meansto make notes of whatis where and notelocation of best clips
Use a spreadsheet to help with theediting process.
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Transfer from spokenword to written word
Helps to quickly findinterview clips later in
the editing process. Helps the editor become
familiar with all of theinterview footagequickly.
Transcription Services Manual Transcription
Paid transcription services start at
$1.00 per minute
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Placing multimediacontent into a videotimeline forpresentation to the
audience. Very time-consuming
and technical
Modern editors use NLE systems. NLE stands for “non-linear editing,” meaning the editor can jump instantly toany portion of a clip or timeline.
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Windows Movie Maker Free, comes with most
Windows OS’s Cons: Limited, gives “home
movie” feel
Adobe PremiereElements/Pro Perfect for most amateur
editors Pros: Industry standard,
Adobe Suite
iMovie Free with many Maccomputers
Cons: Limited
Final Cut Express/Pro Industry standard on Mac
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1. Platform – Mac vs. PC
2. Features – Full suite or limited
3. Budget – Pro or Light Version of software
4. Familiarity – Do you already use Adobeproducts extensively? Mac products?
5. Try Before You Buy – Most systems have a
free trial period to try the software
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Editor’s Job: “Last line ofdefense for the story” Choose which clips to use
Choose the order of the clips Establish the pace of the film
Telling a story: How does this
edit affect the story?
Quentin Tarantino said that musicianshave their notes while editors have
their frames. Editing deals in frames.
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When to Cut Avoiding “bad” edits
Pacing your edits
Using Establishing Shots Matching Action
Using B-Roll
Above All: Storytelling
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Does your video need avoiceover track?
Who will script the
voiceover? Before or after rough
editing? Over-do it, then edit
Who will “voice” thevoiceover? Professional vs. Amateur
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Present your video to the world.
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Video Formats Web – H.264 compression MP4 container
DVD – MPEG2 VOB containers
Archive – Uncompressed or lossless compression
Video Rendering & Compression
Temporal compressionfocuses on the changes fromone frame to the next. Fewerchanges, higher thecompression.
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Choosing a hosting provider Free hosting solutions
Hosting on your own server
Hosting on a paid server
Uploading Sending your video to live in the “cloud”
Challenges and Problems
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Embedding Stream the video from
your own website
HTML “Embed codes”added to your site
or tags
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Sharing Your Video Copy and Paste Link
Email, Facebook, Twitter, G+, social sharing
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Sharing on Facebook One of the easiest ways to
reach a broad audience.
Tips: Why should someone see this
video?
Share more than the linkitself.
Facebook has almost
a billion active users.
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How did we do?
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Evaluating the Video Did we achieve our goals?
What were the strong points?
What could we have done better? What did we learn about video production?
How will we improve next time?
Evaluating the Reach Viewing statistics
“Viral” score
Where is our target audience?
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B&H Photo & Video
Adorama Camera Store
Lynda.com
MediaCollege.com Google
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Thank you for your attention.
Questions?
Contact Me: Aaron Yates
aaron@kerrvillephoto.com830-214-7635