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Creating Videos People Want to WatchPractical advice and implementable techniques
Purpose of WorkshopThere’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 his used for big brands like Apple, the American Red Cross, the Family Online Safety Institute and more.
Purpose of Workshop
What’s the right length for your video to keep someone watching?How can you ensure your audio doesn’t suck?When should you use screen and motion graphics to inform the viewer?How do the pros create messages that stick in the viewer’s brain?What role does music play in a successful video project?
Richard HarringtonRHED Pixel (www.RHEDpixel.com)
Adobe Certified Expert & Trainer
Apple Certified Trainer
Avid Master Editor
Project Management Professional
Teach courses on digital media production and web content
Personal blog – www.RichardHarringtonBlog.com
Social media – rhedpixel
RHED PixelMobile Video Experience
Mobile Video ExperienceUnderstanding 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
Mobile Video ExperienceOnMicrosoft
OnNetworking
OnOpenSource
OnSecurity
OnSoftware
MacBreak Work
Inside Mac (consulting)
Photoshop User TV (consulting)
MommyCast (production)
The Internet in AmericaJust what’s going on online?
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1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
88848583828181
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Internet Access is Everywhere% With Internet Access From Any Location (12+)
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
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2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
89868482
7669
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881315
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High-Speed Access at Home% Who Have Broadband/Dial-Up Internet Access at Home
Dial-Up Broadband http://www.edisonresearch.com/Infinite_Dial_2012.pdf
112 Million
0%
25%
50%
75%
100%
2006 2012
43
12
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Online Video Watching% Who Have Watched Online Video in Last Week
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Last Month Last Week
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31
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28
38
23
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14
21
712
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
YouTube Video Watching% Who Have Watched Internet Video Programming From YouTube
2007 2008 2009 2010 2011 2012
Secret #1Have a Concept
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?
Delivering Mobile VideoProduction Frequency – How often are you going to record new episodes? Acquisition Size – We typically acquire shows in 720p HD (a frame size of 1280x720) at 24 frames per second (the same as film). Delivery Methods – You need to consider your primary and secondary delivery methods. Audience Capabilities – You need to make some assumptions about your audience.
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?
Questions to AskMake-Up of Audience?Connection Speeds?Embedded into Page?Downloadable?Portable?Protected?
Secret #2Have a Plan
Delivering Mobile VideoPlan Produce DistributePromote Monetize (optional)
Making a PlanSite surveyStoryboard
SketchCamera
Shot listLighting diagrams
Budgeting GuidelinesTreat more like ENG style shootConsider spending money to save money
Multitalented crew & multi-cam productionsHard disk recorders
Look to pack day/scheduleMaximize locations
Balancing ProductionCarefully choose acquisition formatSelect talent carefullyKeep it shortRehearse during changeoversUse shot list & keep shot ratio very low
Secret #3Shoot with the Right Settings & Camera
What is HD?Variety of competing standardsMeans different things to different usersSeveral different formatsLots of competing hardware & software standardsLots of confusion with consumers
HD Frame RatesHD Frame RatesSize Rates
1920 x 1080 23.976, 24, 29.97, or 30 fps progressive;29.97 or 30 fps interlaced
1280 x 720 23.976, 24, 29.97, 30,59.94, or 60 fps progressive
The Many Flavors of HD Video
HD Frame SizesHD Frame SizesFormat Native Size
HD 720P 1280 X 720
HD1080i 1920 X 1080
HDV 1080i 1440 X 1080
DVCPRO HD 720P 960 X 720
DVCPRO HD 1080i 1280 X 1080
The Many Flavors of HD Video
Frame Rate Options60 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
Frame Rate OptionsFor footage that mimics film, a good choice is to record 24 (23.98) fpsFor 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.
How to Determine Which HD You Need to Use
Frame Size RequirementsEditing System and Post Production WorkflowTape & Camera FormatsEnd Usage Goals
Different Grades of HDConsumer & Prosumer
AVCHD & HDVDSLR
ProfessionalDVCPRO HD & XDCAM HDCinemaRedcode, HDCAM, & Genesis
Secret #4Frame Your Shots
RULE OF THIRDS
180˚ RULE
MATCHING SHOTS
WIDE SHOT
MEDIUM WIDE SHOT
MEDIUM SHOT
MEDIUM CLOSE UP
CLOSE UP
EXTREME CLOSE UP
POINT OF VIEW
MASTER SHOT
The Visual StoryBruce Block
Secret #5Audio is Half the Picture
Audio is KeyRecording 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.
Audio is KeyDespite 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.
Music OptionsDo 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.
Sync Sound Workflow
Why Record Dual Sound?Internal microphone qualityAutomatic Gain ControlDifficulty in monitoringChallenge to keep constant levels
Dual Sound WorkflowUse sync sourceRecord enhanced camera audioRecord “real” sound with professional microphones plugged into a mixerRecord to file-based recorderSynchronize in postproduction
PluralEyesPlace video on one track and audio on another trackFiles are synced based on sound, no timecode requiredAudio levels can be normalizedHuge timesaverRed Giant softwareFree tutorials at RedGiantTV
Secret #6Prep Your Talent
Selecting and Prepping Talent
Web video is fairly democratic in nature.Web video audiences seem to prefer “regular” people as opposed to “Barbie and Ken” dolls, which often plague the traditional broadcasts.The use of “nonprofessional” talent and hosts is okay, but they still need to be prepared.
Selecting and Prepping Talent
Selecting good talent for a web video is perhaps the most important thing you can do. You must find someone who can connect with the target audience and deliver a message.They must also keep the audience entertained and interested in topic.
Casting TalentIf you can afford it, then you can hire professional actors for your production. You stand a better chance that your actors will show up on time and know their lines.You can use a casting agency in your area to help recruit talent.Agencies keep headshots of actors on hand.They can also set up auditions and rehearsals.
Recruiting TalentMost web video producers will find their talent through recruitment. You may call in favors.You can make an announcement through the sponsoring organization for people to appear in supporting roles. Others will also post ads to locations such as Craigslist, Mandy, Production Hub, or Creative COW to raise awareness.
Recruiting TalentBe clear on the compensation. Don’t be vague about what youwill or won’t pay. No one likes their time wasted with vague promises.Offer something of value in return. Give something back to talent. It might be services traded or copies of the final production. Be clear on time commitment. Make sure people know what they are committing to. Be clear on how long you expect to need them.
On-Camera Considerations
Bring at least one alternate set of clothing.Herringbone, stripes, or small patterns do not look good on camera.Keep your jewelry simple.Do not wear bright white. Cream, eggshell, or a light gray is preferred.Consider makeup. This is to help you look and feel your best.
On-Camera Considerations
Avoid enumeration or the phrase “Like I said before.” We may only use an excerpt.Don’t be afraid to stop and start over. If you would like a moment to gather your thoughts, please take your time.Relax, it will help you look and sound your best.
Secret #7Make Your Message Stick
Make Your Message StickLimit 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?
Make Your Message StickAlways 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.
Brand ThroughoutCustomers need consistency
Secret #8Beautiful Video Comes From Lighting
Analyze the RoomBefore you start adding light, determine what you have to work with. What is the quality of the light in the room to begin with? Walk around the space and identify the current light sources in the room.Always analyze the light that already exists in your location. It is often a lot easier to work with what you have than to try to fight it.
Analyze the RoomAre there any practical light sources like lamps? Is the room plagued by mixed sources, such as fluorescent lighting with large windows? You need to make is whether you want to completely create your lighting approach from scratch or if you want to augment the existing sources.
Making ‘em Look GoodOne important consideration when lighting is getting the optimum quality of light on your subject’s face. The eyes are essential because they evoke all expression. So when you’re lighting the face, the eyes should be your starting point.
Key Light The key is generally your most intense light and is placed 15–45 degrees to the side of your subject. The purpose of the key is to wrap the face in the quality of light based on the subject’s features and the story you want to tell. Using a broad, soft source of light like that produced by a soft box or fluorescent fixture.
Fill LightThe fill is your secondary light and is generally placed on the opposite side of the key. Its purpose is to fill in the shadows cast by the key light. To what degree you utilize your fill light is a matter of taste. Ideally, you’ll use a small lighting fixture or bounce the light off a card or flat surface. Often, you can use some reflected light off your key to produce some fill.
BacklightBacklight is the third element.Its purpose is to highlight the edges of your subject, separating it from the background, which creates more of a 3D look.The backlight is identical to the hair light you might use in a portrait setup.Placement of the backlight is usually behind and above your subject.
Budget LightingMake It Good, Fast, and Cheap
Secret #9Video is a Visual Medium
Relevant VisualsVideo based content should add to the broadcast by delivering information that cannot be relayed in an audio only format.
Develop for PortabilityShooting and editing must be designed appropriately for intended purpose.Superior audio for small speakers, content designed for smaller window with lower frame rates.
Develop for PortabilityContent must be kept brief, engaging and to the point.If content is not intended to be viewed on a portable device, larger frame sizes can be used.
Leveraging Content Existing content must be evaluated for web delivery.Can also be used as B-roll for newly developed content.Existing content can be re-edited into an format for Podcast delivery.
Secret #10Your Video Can Always Be Shorter
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.
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.
Editing Advice
Editing AdviceSeek resolution independent NLE
Flexibility with frame sizes Flexibility with frame rates
Synchronize frame rates early onConsider repurposing content
Editing AdviceExposure & ContrastColor BalanceAudio Mix & NormalizationInterlacing and when it is removedRun TimeShot Composition
Secret #11Learn About Video Compression
Lots of technology at workCutting edge researchDigital Rights ManagementExpensive Setup and Hosting
Compression is a Science
Making copiesGet it out thereFairly automatedSpeed up postproduction & delivery
Compression is Common Sense
Global family or classification of a fileIncludes MPEG, Flash, QuickTime, Windows Media, AIFFThe ‘big’ picture
Architecture
Algorithm that allows for shrinking of the filesSome compressors cost additional money to the content creatorDecompressors are usually free to improve market shareShrinking the file using mathematical algorithmsModern compression techniques are significantly more effective
Compressor/Decompressor
How much data per second there is in your fileThe higher the number, the larger the fileLarger usually means more quality, but codec dependent
Bit Rate
The number of samples captured per secondAudio CDs are 44.1 kHzDigital Video is 48 kHzBigger is higher quality
Sampling Rate
One of the most effective ways to create smaller filesComputer analyzes the file before compressing the dataEncoding this way is far slowerIf you can, choose this method for superior results
Variable Bit Rate (VBR) Compression
A benefit of many compression utilitiesSet up several files to runWalk away and leave a computer working hardEnsures consistency
Batch Processing
Maximum video size supported by each
iPhone 3G/3GS: 640x480iPod Touch & iPhone 4: 960x640iPhone 4GS: 1920 x 1080iPad: 1024x768Apple TV: 1280x720Droid: 1280 x 720 | 1920 x 1080
More on Compressionhttp://www.apple.com/itunes/store/podcaststechspecs.html
Secret #12Put Your Videos In Lots of Places
Video Sharing WebsitesYouTubeAdobe TVRevverVimeoGoogle
HowcastBlip.tv Dailymotion Veoh Facebook
YouTube
YouTube Statistics48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every dayOver 3 billion videos are viewed a dayMore video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
YouTube StatisticsYouTube's demographic is broad: 18-54 years old800M unique users visit each monthMore HD content than any other online video siteYouTube mobile gets over 400M views a day, representing 13% of daily views
Vimeo
Vimeo Plus$59 per yearAdvanced statistics5GB/week upload space & priority uploadingUnlimited HD uploading & embeddingCustomizable video playerUnlimited Groups, Channels & AlbumsAdvanced privacy including domain-level control
Vimeo Pro$199 per year50GB of storage, 250k plays (additional space and plays can be added)
No bandwidth caps or time limitsCommercial hosting optionAdvanced Statistics & Hosted Portfolio sitesUnlimited HD uploading & priority uploading
Vimeo ProCustomizable and brandable video playerHTML5 support with the Universal Player Unlisted Video Review pagesThird party video player supportOptional original file storage
ResourcesThings worth checking out
www.RichardHarringtonBlog.com
Richard HarringtonRHED Pixel (www.rhedpixel.com)Adobe Certified Expert & TrainerApple Certified TrainerAvid Master EditorProject Management ProfessionalTeach courses on digital media production and web content
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