
Tricks, techniques and best practices for producing professional online video
By Timothy R. Hawthorne
For every well-made, professional video on the Internet right now, there are literally thousands of grainy, poorly formulated clips floating around, hoping to score some eyeballs. A percentage of the latter can be attributed to the do-it-yourselfer who is sitting at home, relishing in the fact that he has an online audience who just may care about what he’s publishing, but many of these shoddy online clips are produced by companies that allocate big bucks to traditional advertising and marketing, however pay no mind to the professionalism of their online video.
With the total value of subscription- or ad-supported online video expected to surpass $15 billion by 2012, the medium has become an important component for marketers looking to add new dimensions to their online strategies. And while rudimentary clips can attract a small audience online, the time and effort put into online videos will never pay off if these shows are lacking in quality. After all, cybersurfers are a discerning bunch who can tell the difference between a cheap effort and one that took some time and money to put together.
To buck the trend and produce a professional video requires some basic blocking and tackling techniques, starting with the video-production process. Whether your videos are as basic as a vlog, user testimonials or a “how to” video, or as sophisticated as a TV commercial or fictional series (”webisodes”), here are 16 points to consider before sending your videos into cyberspace:
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Online Video Format Options
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| The Slideshow: graphics only with voiceover; simple and informative.
The Vlog: usually the CEO or VP of PR, speaking direct to camera (could even be a simple web camera); straight talk or have fun; use some graphics in the background.
The Virtual Tour: show off your facility, people and products; go behind the scenes.
The Minimercial: take three to five minutes to explain your product’s features and benefits; hire a great on-camera spokesperson; include user testimonials.
The “How To”: the name says it all; five minutes on how your product can solve problems. TV Spots Repurposed: you’ve already produced them, now get them up on your website, corporate blog or Facebook page. Edit them down, or add “out takes” to lengthen.
Viral: Go crazy. Mentos and Coke, “Will it Blend,” rollerskating babies–what can your product do that’s fun and memorable?
Go Hollywood: a sophisticated series of three-minute “webisodes” with fictional characters that dramatically and compellingly features your product.
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Create an Excellent Video Concept
Video production doesn’t start when the camera rolls, but rather when the people charged with creating it sit down and come up with a concept for the video. You wouldn’t slap together a concept on the fly for a $1 million television advertising campaign, so why would you do it with your online video, which conceivably could reach just as many eyeballs as your TV efforts–if not more? To create the best possible concept, take a step back and consider exactly what you’re trying to accomplish with the video, whom you want to target and what value the show will deliver to that audience. Consider the different ways in which the information can be presented–on the ‘net you’ve got a number of concept formats from which to select, ranging from basic to complex (see sidebar).
Focus the Content and Message
Generate ideas that jibe with your online video goals; engage viewers and make them come back for more. If you decide to produce the “minimercial,” the strongest direct response video format, be very specific and communicate your message clearly. What are the three to five key points you want to communicate? How should this content be organized and communicated? Get to the point quickly, and always include a call to action that prompts the viewer to take the next step. A company looking to increase the distribution numbers for its monthly e-newsletter, for example, could produce a two- to three-minute video that shows people what the firm is about, what type of content the publication carries, the value it delivers to the reader and a call to action. By using video to get those points across, you can come up with an affordable, compelling and persuasive message that meets business objectives.
Use a Script
Script writing isn’t for amateurs; be sure to hire a pro. When properly developed, the script will give you a clear idea of what you want to show and tell your viewers, and will serve as the very foundation of your online video. It needn’t be lengthy or complicated, but the script must tell the story that you’re trying to get across. Keep it succinct. Write it in a two-column format (video on left; audio on right) that will be usable when it comes time to shoot the video. Consider word count when writing. A person speaking formal English will typically talk at a rate of 100 words per minute, which means you’ll need a 500- to 600-word script to fill a five-minute video.
Select the Right Camera
Select a video camera that not only produces high-quality pictures, but also produces good sound. With a huge range of choices, as little as $300 can get you great images and audio. And don’t forget to purchase a tripod to avoid shaky images in the final cut–and spend a few extra bucks for one with a leveling bubble, for no-hassle setup. With steady, level images, you’ll immediately vault to the 95th percentile in quality for online video. Eric Rusch, owner of Fairfield, Iowa-based Breadtopia (www.breadtopia.com)–a developer of instructional videos–says he started with a low-end video camera that lacked a microphone jack, and later upgraded to a $600 Canon that shoots in HD and has low-light capabilities and a jack. Now he uses a lapel microphone, producing much better audio than the standard on-camera mic. “When people see my videos,” says Rusch, “they think I’m shooting with high-end equipment.” (Check out camera reviews at: http://reviews.cnet.com/camcorders/.) And take note that, while loads of fun, the Flip and Zi6 tiny, pocket-sized cameras rarely are suitable for professional results.
Choose the Best Talent
Male or female, professional or not? When the company CEO or president isn’t the right person for your latest online video, and when no one else in the company fits the bill, consider the fact that outside help is just a click away. For example, online talent scout Plentitube (www.plentitube.com) has positioned itself to serve as a matchmaker for the online video generation by matching producers with actors and actresses who are paid to star in the online clips. Or call local modeling and talent agencies; you can often find excellent, attractive talent for $300 to $500 a day. Key advice: don’t skimp on talent–they can make or break your video.
Find a Good Location
Many online videos are shot at a desk or in a storage room, with little regard given to the background that the cybersurfer is going to be watching–or worse: distracted by. Consider the location carefully, and don’t be afraid to get creative. To keep viewers interested, for example, you might use two or three different locations and then weave them into one cohesive video clip during the editing process. Remember that your goal is to avoid cheesy, unprofessional videos that scream, “Check this out–we did it ourselves!”
Invest in Lights and Props
No one wants to watch a poorly lit video of someone sitting at his or her desk, talking to the camera. To make your shows engaging, you’ll want to use the proper dose of lighting and an adequate number of props, without going overboard on either one. Rusch says he uses natural spectrum light bulbs screwed into shop lights and covered with tracing paper (to diffuse the light and cut down on glare). “I use a couple of those set-ups in the studio so there are no shadows,” says Rusch. “It’s a $20 solution that works very well.” Or find an array of inexpensive professional lighting kits at: www.tubetape.net.
Consider a Teleprompter
Just like the ones that anchors use on nightly newscasts, teleprompters fulfill a valuable role in the production process by scrolling the scripted text on a dedicated display for use in front of the camera. This piece of equipment cuts rehearsal time and embarrassment if your talent has mediocre memory. Thanks to advancements in technology, producers have several new options when it comes to teleprompters. Vara Software Videocue (www.varasoftware.com), for example, has developed a desktop video teleprompter for Mac-based computers, while CuePrompter (www.cueprompter.com) offers a free online teleprompter application.
Hone Your Camera Technique
You’re not going to become a Hollywood cameraman overnight, but there are some quick-and-dirty tips that you can use to shoot great online video. Make each shot 10 to 15 seconds, for example, and use your tripod and earphones (in order to hear the sound quality) whenever possible. Leave about 20 seconds at the beginning of the tape, and get as close as possible to your subjects when shooting. Avoid pans (horizontal movements of the camera) and zooms, neither of which translates well on the Internet. In your mind, divide up the frames into three vertical strips and put your subjects within each of those strips in order to create screen balance.
Find Testimonials That Add Punch
The television infomercial industry has been using real-life testimonials with great success for decades. There’s nothing quite like hearing from someone who has actually tried the product or service, and who is willing to talk about it. When selecting individuals to tell their stories, choose only those who look and sound believable–and who won’t “oversell” the concept and turn viewers off. A rule of thumb: out of 20 good written user testimonials, you’ll only find two or three that look and sound great on camera. Do your research–or watch your awkward video testimonials go viral for all the wrong reasons!
Get the Editing Right
Once the footage is shot, sit down and edit your video into a short, compelling show that viewers will enjoy and respond to. Top editing software options include Windows Movie Maker, iMovie (for Macs), Adobe Premiere Elements, Final Cut Pro, Cinelerra and Animoto, the latter of which allows users to pick the imaging, select the music, add copy and sit back while the program does the rest. Don’t despair at the high price tags on some editing packages; you may be able to get the same functionalities from a lower-priced option. To edit Breadtopia’s videos, for example, Rusch uses Windows Movie Maker because it’s simple and cheap. “My needs are pretty basic,” says Rusch, “and as long as it’s working for me, I’ll keep using it.” Edit your video much like you’d write an article or whitepaper: grab your audience in the first 10 seconds with something notable or surprising, keep your shots brief and varied, wrap it all up at the end so it makes sense and don’t forget your call to action!
Don’t Overlook Music and Narration
What your viewers hear when they watch your online video is just as important–if not more so–as what they see. To attain the best outcome, you’ll need to dedicate some time to laying down a vocal track that includes music, narration and any other sound elements that you want cybersurfers to hear when they watch your show. Be sure to test the sound, make sure it flows evenly and naturally and that there aren’t any unexpected decreases or increases in volume, either of which can quickly send a viewer packing. Investing in a professional narrator is just as important as your on-camera talent. Call your local radio stations; their DJs often do narration on the side for as little as $200. And remember, you just can’t insert your favorite Black Eyed Peas song into your video without expecting a call from RIAA (Recording Industry Association of America). But there are many inexpensive, royalty-free music options online. Check out: www.royaltyfreemusiclibrary.com.
Keep it Short
Stick to videos that are three to five minutes long, advises Rodger Roeser, president at Cincinnati-based public relations consultancy Eisen Management Group, Inc. “Make them any longer,” he says, “and your customers will lose interest and move on to another site.” The idea is to edit the video down to a size that online viewers will sit still for, and to avoid rambling, convoluted messages that confuse viewers and drive them to other, more interesting options. “If the video isn’t concise, and if it doesn’t ask viewers to take a specific action,” says Taylor, “you’ll lose them.”
Avoid the “One-Size-Fits-All” Approach
Your viewers aren’t always going to be sitting in front of a computer, not all cellular phone models support the same video format and all video does not appear correctly on the thousands of different mobile phones that are available on the market today. Be sure the footage you shoot is supported by the audience you’re going after; you don’t want to create content for an iPhone audience in a format that the phone can’t play.” (Test your content before publishing it by going to http://deviceatlas.com).
Put Your Videos Out There
Once your videos are ready for prime time, online venues like YouTube and Google Videos will serve as the platforms where viewers can access, view and provide feedback on them. You will also want to place the videos on your company’s website. Consider carefully whether you’ll want them to “auto load and play” (immediately start upon opening the page). This feature upsets many web surfers, but it’s been proven to drive more response than the alternative. While there’s an obvious “cool” factor to having your videos on YouTube, remember that you have more control over your message, and how it’s presented, on your own site.
Add Fresh Videos Regularly
Companies like Quiksilver and The Home Depot already know that their online visitors want fresh content on a regular basis. You needn’t stick to a daily, weekly or even monthly schedule, but you also don’t want too much time to lapse between videos. Viewers will lose interest and move on to one of the million other websites that does post fresh videos. A good strategy is to create a few videos at once on relevant topics, and then post them on a regular basis throughout the month or year.
As you can see, there’s a lot more to online video production than simply shooting a few hours of footage, picking the best snippets and uploading the final product to YouTube. Teenagers looking to get some attention on MySpace or Facebook may be able to get away with this strategy, but no professional marketer should take this approach. By incorporating good scripts, cameras, editing tools, lighting and sound into the mix, you’ll earn a spot in that very small pool of marketers who get online video right.
Timothy R. Hawthorne is founder, chairman and executive creative director of Hawthorne Direct, a full-service DRTV, print, mail and digital ad agency founded in 1986. A 36-year television producer/writer/director, Hawthorne is a cum laude Harvard graduate.