Impact Video: Finding Value in Your Media Archives

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The global shutdown is forcing organizations to re-examine the value of their archives–an internal “stock image library” they already own.  Here’s a case study I wrote about last year that is even more relevant today, showing how you can create content with impact that tells an organizational story and propels your brand message–all with internally owned content.

Fulbright Prize Introduction from Amy DeLouise on Vimeo.

The project is a motion graphics opener I just produced for the Fulbright Prize event in Berlin, where this highly regarded international prize was given to Angela Merkel, Chancellor of Germany. As these stories so often start, we had brainstorming meetings about how to tell the history of the prize in 2 minutes. In addition, we wanted to show the breadth of the work of the association giving the prize. Also, we needed to list past prize winners and years. Oh, and show all of their images, some of which were not available in the organization’s archives. Also, we needed to include quotes about the importance of the prize and the value of international exchange from well-known people and prize winners. And…we also needed to incorporate the thematic blue color of the organization’s logo, and create a look and font style that could be incorporated into the print, social, and other materials for the event.

This is all great stuff and just the kind of thing that gets my creative juices flowing! So here was our process:

Step One: Identify existing content that helps tell the story. This involved digging into archives for old footage, transcripts of old speeches, and old newsletter articles. Also pulling together archival images of past awardees, and more recent digital images of association events. We determined in this phase that the quality of archival clips were not good enough to pull footage (and it would make the show too long anyway), so we would look instead for quotes that told the story.

Before the magic begins, we start with raw materials–archival content from a variety of media sources

Step Two: We boiled down the best quotes from the broadest representation of past prize winners, and people who had spoken about the importance of the Fulbright international exchange program, and shaped it into a script. (Note: Scripts don’t have to include spoken words.)

Step Three: We identified the best images of awardees, and then we had to license and request some additional ones, so that we had a full compliment of images of past awardees at the high resolution required for large-screen HD presentation.

Step Four: As part of the image curation process, I pulled together those “action shots” I thought best exemplified the work of the association–as a convener, educator, and source of ongoing cultural exchange.

Step Five: I selected several cuts of music–pacing is critical for animation, and we “cut to the music”, so we have to choose this first. We settled on a piece we felt had rhythm, excitement, and momentum. I also like to lean towards more full orchestrations for videos that will air live in a large space, with quality speakers.

Step Six: Since this was airing abroad, which has different frame rate specs than the US, we sent a test file to the A/V company at the on-site location, to be sure it worked well from their end before we started to animate.

Step Seven (really steps 7 through 10): My graphics team and I went through multiple drafts of the story, honing and tweaking until we–with our client–felt we had the best representation of the story.

Step Eight: We rendered out our final files and shared them, making sure they had been proofed (so many names!)

Step Nine: We delivered the final files via link to the company in Berlin who was running all the A/V at the event.

Final Step: This step hasn’t happened yet, but we need to have the video audio-described, so that a blind or visually impaired viewer can still access this content. Accessibility is not just a matter of captioning, though captions are essential for videos with spoken words and narration.

Here’s the big takeaway: saving your archival assets is essential–you never know when you will need them. Digitizing them at high quality, retaining the originals, and metatagging them with important information is even more important. Your media archive contains gold, if you know where to find it.

Amy DeLouise is a video producer, author and trainer, helping organizations tell their best stories. She has a new LinkedIn Learning course out on Multi-Platform Storytelling, will be giving workshops at NAB Show this Spring (see Speaking page).

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Video Scripting 101

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People come to my workshops all the time looking for help with scriptwriting. Often they are videographers and editors who are tasked with managing the entire creative process, from concept through delivery. The classic “one man/woman band”. If that person is you, or you manage that person, this blog post is for you. (Note: If you have hired a pro scriptwriter to work with your team, then you will only need to brainstorm steps 1 and 2, and then share feedback on revisions through the production process.)

  1. Start With Outcomes, Not the Shoot. Don’t worry, it’s a pretty common experience. Folks rush out to shoot some footage, and only later try to figure out how to piece that footage into a story. But unless you are a news crew, this is not the best workflow. Start instead with your Outcomes—what is it that this video should accomplish? Choose not more than three. And ideally just one main outcome. And be as specific as possible. For example, “Our top outcome from this video is to increase sign-ups for our next conference.” That’s pretty good. But even more specific is “Our top outcome from this video is more sign-ups among 35-50 year-olds for our next conference.” That outcome will drive your creative process, including the key elements of your story arc.
  2. Develop a Creative Vision. What’s the look of your piece going to be? What’s the editing style? What kind of music? Is there a graphical theme? Color scheme? Can you link to some videos that have a similar vibe to what you want? (And how much did those cost? Remember that big brand ad campaigns may look deceivingly simple, but actually use complex production techniques or post-production skill sets.) Your creative vision can be represented by a few simple frames on a Powerpoint. Or you can use tools like Storyboarder Plot or the more high-powered Frameforge. But don’t forget that even a crappy sketch can help everyone on the team visualize the look. A tool I’ve just started using for mood boards is Milanote. You can include all the elements discussed in your kick-off meetings, color swatches, fonts, deliverables lists, even links to inspiration videos.

    Milanote project board

  3. Write an Outline. If you have an interview-based production, then whenever possible conduct pre-interviews. I can’t tell you how many people come to me talking about scrubbing through footage looking for soundbites, which is a big waste of time. If you’ve pre-interviewed folks, then you already have a sense of who your primary characters and who your supporting characters will be. You can outline your story, which will help you construct your interview questions (more on that in a future blog post). You will want to consider what the peak of the story arc will be—what is the main heart or turning point of this story? Whether you are talking about a new piece of software or the mission of a nonprofit, you will still need a peak to the story that makes people want to keep watching. The other pieces then fall into place: the backstory or introduction, the resolution and the conclusion or call to action. This doesn’t mean the entire production can’t evolve organically. But if you have a plan for the story arc before you start shooting, you are more likely to shoot the b-roll shots and cutaways you need to cover the story.
  4. Make a B-Roll List. It’s amazing how many video shoots go forward without this simple tool. Make a list of all the shots you might need to bring your story to life. For reality-based stories, consider little moments—I call them “interstitials”—that can help you transition between scenes, but also deliver some important content. For example, if you are interviewing a young mom and dad, shoot a montage of baby bottles and toys. For a business owner, that might be a tracking shot of awards on her office wall. Once you’ve written your outline, dropped in your potential soundbites and b-roll–well, now you’ve written your shooting script!
  5. Get Interviews Transcribed. Once your shoot is over, you have one more step. Going to my earlier point about wasting time scrubbing through footage, you’ll save yourself enormous time and aggravation if you get transcriptions made of all your interviews, and even some b-roll sound if it is important to the story. You can get transcripts back in a day or two using automated services like https://www.speechmatics.com/ , semi-automated systems like https://www.rev.com/ , or human experts like Noble Transcriptions. For $1-2/minute, you’ll have accuracy not provided by the YouTube automated tool, and you can use the transcripts for all kinds of content—pulling quotes for your website and social posts, SEO keywords, and making revisions in the future.
  6. Cut a Paper Script Before Editing. I know, this seems like wasting time. Why not get right to editing? The fact is, if it doesn’t work on paper, it won’t work on the screen. So take a stab at sequencing your soundbites, figuring out what music cuts fit where, and which b-roll or stock images might best support your scenes. This, in fact, is your editing script. Once you build your story arc on paper, then you can hit the edit room. If you are using AVID, you have a built-in tool called ScriptSync that lets you import all your transcripts and conform your edit. Here’s a handy blog post on how that works. In FinalCutPro, you have the built-in tool Lumberjack, which lets you live log on your shoot and tag soundbites in the field, and also set up your top soundbites for editing. For those working in Premiere Pro, the plug-in Transcriptives from Digital Anarchy is a great way to go to simplify the soundbite-tagging-to-editing process. And all three of these systems allow you to speed up your captioning and subtitling workflow.
  7. Make a Final “As Aired” Version. I can’t tell you how often my team goes back to these “final” scripts as we make new versions of our videos. And since we also have all our original interview transcripts, it’s easy to swap out bites if we need to. Always be sure you have a PDF of your final version saved with your editing project files as well as in your desktop files.

Scriptwriting may seem daunting if you didn’t start your career as a writer. But by putting your creative on paper, and then working through soundbites and visual options before hopping into your edit, you’ll be more likely to deliver on stated outcomes. And that will make a stronger ROI for your company’s video investment.

For more nitty gritty tips and tools for video scripting, try my LinkedIn Learning course http://bit.ly/HowtoScript

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Maximizing Your Video and Photo Content

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Our world has gone virtual overnight. No more live events. No video or photo shoots. But that shouldn’t mean your content team is out of material. Now more than ever, your communications, fundraising and marketing teams need well-organized content with optimized workflow solutions to get their jobs done. In today’s post, I’ll talk about a few tools to help.

Photo: C Morillo, Unsplash

Organize Your Photo and Video Assets

If you are like most organizations, you have plenty of photographers creating images of your events and impact, but very few people scrubbing through those photos to tag them with useful metadata. That’s where a tool like Luminar can help. While this software allows you to edit, augment and boost the impact of your photos, it also contains built-in tools to help the storytellers on your team. For example, it contains a robust cataloguing tool. So when you ingest your photos, you can set up categories. And the AI will gather metadata already connected to your photos to make life easier. For example, it will make date-based shortcuts, so you could search by, say, the year 2019 and pull up all the photos from your events last year. You can check it out with a trial version of Luminar, that includes a free Photofocus bundle with extra training, sky replacement, and a couple of other cool features.

CatDV by Square Box Systems is a Digital Asset Manager (DAM) that works for a variety of creative and business teams who need visual assets for storytelling. I’ve used it to categorize and tag video content after shooting in the field for clients. But it also can work with your photo library. CatDV offers secure remote access to footage for those organizations who want to be able to do remote video edits (which is now all of us!) One of the cool, newer products from Square Box is an Adobe Panel that is mobile and tablet friendly, and includes scrubbable video previews, among other handy features for those editing in Premiere Pro. And if you’re using Final Cut Pro, there’s a workflow extension designed for you, so editors can browse, search and import media directly into their projects without exiting FCP.

Collaborate Easily

Zoom meetings are great. But if you need to review and comment on videos in production, you need a more robust collaboration platform.  The one I’ve been using successfully with my clients to keep our workflow running smoothly while out of the office is Wipster.  With Wipster, team members can provide direct feedback on exact frames of video roughcuts and finecuts.  We can also have private conversations amongst just the post team about how to solve any problems identified. This streamlines the review process to ensure videos get approved and posted on time. Use this link to try Wipster for free for your team (this is my affiliate link, so I will receive about enough to buy one small latte—when I can get out of my home office!)

Draw on Stock Content

Since organizations can’t acquire much new content right now, it’s a good time to focus on amping up content with stock images. I’m a big fan of Unsplash, a free resource which I used to source many images appearing in this article. For paid stock libraries, be sure you purchase the best license for your needs. Rather than a one-time use fee, for example, most libraries offer a slightly higher fee that allows you unlimited uses—a much more cost-effective strategy for these cash-strapped times. Look to collections like Pond5, who have already curated top-needed content for our Covid-19 times, such as a series of hospital and medical photos and videos. One of the new collections on the scene is Pikwizard , run by Wavebreak Media – a leading global supplier of premium content. One of the coolest things about this resource is you can take each image and edit it in their graphic design tool, Design Wizard!

Photo: Matthew Kwong, Unsplash

Get the Message Out Faster

One of the coolest new tools for creating social video on any screen–from your desktop to your laptop and your mobile phone–is Adobe Rush. Free for anyone already using the Adobe Cloud platform, this streamlined version of Adobe’s Premiere Pro editing platform is designed for non-professional editors, so you can deliver fast, professional production quality to your social platforms. Another tool I really love for social sharing is Pic Monkey, which allows you to add branding and text to photos from your device (rather than inside a social app), as well as crop them and post them to all social platforms. You can also keep a library of images to draw from.  It’s a real time-saver whether you are posting from mobile or desktop.

 

Improve Your Skills

Finally, it’s a great time to ramp up technical and creative skills for your team. Many platforms, such as LinkedIn Learning, are providing opportunities to increase skills in leadership, technology, branding and storytelling. (Shameless self-promotion here–my courses are available here.)  A new resource for creatives in the online training space is ThinkTAPLearn.com . They are currently offering a 90-day free subscription to 100 courses, including some of my own.  Enter code NOTEBOOK99 during checkout and hit “apply” and your free trial will take effect and give you access to more than 100 classes online (including some of my own).

These are strange and challenging times. Take advantage of resources, experts, and asset management tools.  And use the extra time you have every week–now that you’re not commuting–to deliver better video storytelling for your brand.

 

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Going Virtual With Video

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Covid-19 has entered all our worlds  with a bang. Many of us are having to rework existing workflows–which were only partially virtual or cloud-based–and develop entirely virtual processes and end-products.  Here are some key things to know as you transition to all-virtual.

The blue mic works well for podcasts

1) Streaming video requires excellent audio. If you are going to spend money, put it into microphones that will do he job right. You want to acquire 48kHz audio (24 bit). When you stream, your CDN may compress the files, so it’s

Mevo streaming setup is an affordable option

even more important to start with the best quality. If you’re hosting a podcast, consider the Blue Snowball microphone, that is easy to set up on a home desktop. If you are looking for an all-in-one 4K streaming option, for example for a worship service, wedding or meeting that now must be hosted virtually, take a look at the Mevo, and all-in-one system that allows recording in 4K, streaming in HD, on-board audio or the option to add an outside source, and even some mobile phone-based video editing capabilities.

2) Now’s a great time to dig into your photo and video archive. Since you won’t be able to capture new content out in the field, be sure you have tagged and identified source materials that can be repurposed to tell your story. Pull together folders of clips that can be repurposed to deliver messages about your mission, products or services.

3) Transcribe interviews. If you haven’t already, now’s a great time to get those old video interviews transcribed. You can cut them up into new videos, add quotes to your website or e-newsletters, and spice up your website with personal impact stories. Online services like Rev and Noble Transcription make it easy and affordable, all from your virtual work-at-home office.

We’re all in this together. Watch this space for more tips for building virtual community.

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Launching Your Video Business: Branding

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Everyone wants to get into video. It’s the most-shared form of communication on the internet. It’s a great way to deliver messages with impact. And it seems easy–you can shoot it with your phone! But launching a video production enterprise–whether a one-woman-band or a fully staffed shop–can be daunting. There’s much to consider: legal form, liability insurance, what gear to buy and where to store it, how to acquire and service clients, and how to yourself and what you do. In this article, I’ll tackle one element of video business ownership that often eludes those of us busy with creative work: branding.

Defining Your Brand

I live in Washington, DC, where you can’t attend any event without someone asking “What do you do?” It’s easy to fall into the trap of exactly responding to this ask. Telling the WHAT of your work. But whenever I’m at a networking event, I try to practice defining my WHY, which is the essence of any brand. So I say, “I’m a filmmaker. I make short films about important issues that make people cry and write big checks.” If people are still interested, then I continue “And I consult and teach workshops because I love to help others tell a better video story.” Sure, the WHAT is in there. What people remember is the WHY.  I always love this Simon Sinek Ted Talk that speaks about the importance of Why for leadership, and I think it translates directly into branding.

Your Brand Promise

No, this isn’t a tag line. It’s what kind of experience you deliver every time, to every client, on every project. It’s the HOW of what you do. And it should be integrated into every platform you use to promote yourself, including when you speak to people about your work (the famous “elevator pitch”).  How do you deliver your services? Are you lightning fast because you have all the latest integrated cloud-based systems and can easily work across continents with integrated teams? Are you a boutique shop that delivers personalized, customized work that focuses on one-on-one client relationships? Whatever it is you do, you need to explain HOW you do it, and what sets you apart from everyone else in the field (which is a lot of us!).

Your Brand Across Platforms

When launching a business, you may be focused on getting those first clients in the door, and maybe setting up your website. But be sure you are present across a couple of social media platforms. If you are targeting tech industries, Twitter is still the place to be. If you want to show off your creative chops, it’s Instagram. For the widest possible consumer reach, Facebook is still idea. And if you want to promote yourself as a professional, and make contacts across industry sectors (and be able to search for new clients among your connections), then LinkedIn is your platform. Tik Tok is making a fast break, but I wouldn’t put all my eggs in that basket in terms of personal branding and marketing.

You will also need a portfolio page where you can direct prospective clients. This can be a page integrated into your website on a platform like Squarespace, Wix, or WordPress, or it could be a separate link to your Vimeo or YouTube pages. And don’t forget the most important brand-messaging platform of all: your email address and signature line! I’m amazed at how many people overlook the value of the email signature as a place to tout your website, offer links to new work or special events, or simply include a tag line. Remember that your emails can and will be shared and forwarded, so they are an optimal way to promote your brand–for free!

For more information, try LinkedIn Learning including my new course “Running a Video Production Business”.

 

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Why Silence Belongs in Your #Video

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Heinz History Center: Sound engineers record on the original    Mr Rogers set

I had trepidation about seeing “A Beautiful Day in the Neighborhood.” I worried no one could play Mr. Rogers, even the gifted Tom Hanks. I worried the film would be a treacly portrait with too many kid scenes.  Luckily, I was dead wrong. The film works in large part because director Marielle Heller tackles the same darkness Rogers was willing to examine with and for children. Hanks was brilliant. And Chris Cooper—one of my favorite character actors–should be nominated for a Best Supporting Actor for his nuanced rendition of a hard-living father trying to reconnect with his son.

The thing that really struck me in this film was its respect for Silence. Silence was an important part of Mr. Rogers’ Neighborhood. It’s what made some people hate the show: those pregnant pauses where he looks at the camera, waiting for small children to consider what he has just said. The silences in the film were, of course, not entirely silent. (Beautiful sound design by

Cheryl Ottenritter (Otthouse Audio) and I collaborating on a sound mix.

Damian Volpe and team that will likely go unnoticed by an Academy who loves to reward explosions and bone-crunching in soundtracks.) If you haven’t seen the film yet, listen for the barely noticeable ticking of a clock in the background of a tense scene between Rogers and Lloyd Vogel, played by Matthew Rhys of “The Americans” fame. Or the very gradually building silence in their meeting at a restaurant, where clattering cutlery, conversations and shuffling feet of waiters gradually come to a pause while Rogers and Vogel share a moment of silence before a meal.

Working in short form nonfiction as I do, there’s often little patience for silence. Short form videos are often limited to under 3 minutes. They’re designed to engage a hyper-busy audience and connect them to a community, a cause, and a brand. But as my co-author and sound designer Cheryl Ottenritter and I say in our new book, Nonfiction Sound and Story for Film and Video (Routledge), it’s critical to “fight for the silences.” They can make a story work. When stringing soundbites together, find a moment where the story arc turns and put in a beat of silence instead. When laying in your music tracks, consider a break from music entirely so the audience can refocus on the story. Rather than inserting a voiceover telling the entire story, create moments where natural sync sound or wild sound can be layered into a scene to help support the story.

Sound is more than half of every video. And silence should be part of that soundscape. Silence is what, in many ways, made Mr. Rogers’ video work unique.  It can elevate your work, too.

Amy DeLouise is a video producer/director and the co-author of the new book Nonfiction Sound and Story for Film and Video: A Practical Guide for Filmmakers and Digital Content Creators (Routledge). Use code HUM19 for a 20% discount at checkout!

 

 

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Tips for Making Your #Video #Story

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Amy on Set 2nd camera on slider FA ShootVideo is some of the top shared media online. It’s a great vehicle for telling your brand story. When talking about video, everyone imagines lights, camera, action! But there are several steps that must happen before and after the shoot to help you deliver a great project.

Preproduction

  • Creative Brief. Getting everyone on the same page at the start of your project is critical to success. The creative brief is a short document–often just a page–that sets out your goals, your target length, your target audience, your distribution channels, your timeline, and who has approvals. You can also include your stylistic approach, main characters, and key scenes for your story arc. Often, I like to attach storyboards or style boards to help everyone visualize the stylistic approach.
  • Technical Brief. Before rolling footage, you need to determine two key specs: for acquisition (for example, 4K UHD, 29.97fps) and distribution (for example, H.264 file compressed for Vimeo, to be embedded in a website).
  • Pre-Interviews. When interviewing “real people” to tell your brand story, you’ll want to get to know your characters before you put them under the lights. A phone call can help you do that. Find out how they talk, their approach to your subject, and any issues or concerns they might have. It’s also important to give them guidance on what to wear (or not wear–such as don’t wear green clothing to a green-screen shoot).
  • Shooting Script. Many people skip the step of a shooting script, and this makes it harder to pull together a story efficiently in the editing room, because you may have missed filming key scenes or soundbites.  A shooting script should outline settings, scenes, possible soundbites (which you got from the pre-interview), any narration, and even ideas for music bed styles.
  • Shot List. Your shot list derives from the shooting script. Without a shot list, it’s hard to be sure you are getting every scene you need for your video.

Production

  • Field Notes. It’s important to have someone take script notes, to be sure you haven’t overlooked key scenes, footage or audio. I often make my notes on the schedule, and shoot time of day timecode so that the schedule pretty much lines up with our footage timecode. Then my editor has a great tool for navigating the footage.
  • Audio Notes. Your sound engineer should make notes along the way as well, and these notes go with your audio files.
  • Backup Audio. For interviews, be sure your sound engineer is recording backup WAV files (either to the mixer-recorder or a digital audio recorder) just in case there is an issue with any audio recording to the camera. You’d be surprised how often that happens. These files can also go out to your interview transcription service, to speed up your post-production workflow.

Post-Production

  • Editing Script. Lots of people just start ingesting footage and scrubbing through it for clips. That’s fine. But you’ll spend less time editing if you take time to review your footage, review your field notes, and rework your shooting script into an editing script. For interview-driven productions, this means pulling soundbites from transcripts and making a “radio script” that reflects your story arc.
  • Transcriptions. These days, you can easily send your audio for transcription, either to AI services like Speechmatics, automated combined with humans such as Rev.com, or all humans such as the folks at Noble Transcription. I often send out meeting scenes and other b-roll audio for transcriptions, so that I can pull just the moment I want for a sound-up. Plugins like Lumberjack (for Final Cut Pro) or Transcriptives can help you stay organized inside your NLE (non-linear editing system) so that you can use transcripts to build your story arc, and then be ready to create captions at the touch of a button.
  • Graphics Plan. If your project includes graphics, don’t wait until you are done with your edit to put together a graphics plan. This includes fonts, effects for transitions, and samples of work you really like. All of these can help your editor or graphics guru develop the right look and style for your project. Often, we will have our graphics artist develop “proof of concept” videos–short motion sequences to be sure we like the way the 2-D or 3-D animation will work in our story.
  • Voiceover Artists. If you are using a voiceover artist, you’ll want to audition your talent before you begin editing. Sometimes I like send out a couple of lines to a few different male and female talent, so that my client can hear how they deliver the message. In the meantime, I’ll record a “scratch track” so we have something to cut to. In another post, I’ll go into some tips for directing and working with voiceover professionals.
  • Music Curation. I’m a fan of a custom music score for many stories, because it can precisely evolve, change pace, and support your story arc. But often, producers must rely on stock libraries for music cues. Don’t wait to curate your music at the end of the production. Some segments may need to be edited to the beat. Try tracks and experiment. There are a wide range of great music libraries, from the extensive Killer Tracks to the more cost-effective Premium Beat Soundstripe and Jamendo.

There’s a lot of planning that goes into creating a video. I hope these guidelines help you as you deliver great content through this powerful medium.  For more tips, try my LinkedIn video courses.

 

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How to Multi-Task Your Next Video

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Every organization gets maxed out when it comes to communications and marketing teams pushing out video content. There is so much to do, so many events to cover, so many social media platforms to serve.  But there are ways to multi-task your visual and audio assets so that you can whip up videos with less time and overhead, as well as fewer real dollars spent. Here’s how.

  1. Take advantage of having key people sit down for interviews. Consider writing BRIEF teleprompter copy that covers your main theme. These brief remarks can be intercut to form a short promo in addition to your more nuanced interview-driven piece.

    Shoot UHD 4K even if delivering in 1080 for maximum flexibility.

  2. Shoot UHD 4K at a minimum, even if delivering in 1080, in order to have the lattitude to “punch in” on shots without resetting, and to give you space for captions.
  3. Allow time in your schedule–for example when setting up a new shot–to have your sound person go record “wild” sound or “foley” sound. This will offer you lattitude for more nuanced storytelling, and better assets for audio podcasts. You also always want to have time to record “room tone” for every interview set-up.  This will save massive amounts of time in your edit, when you are trying to “patch” between soundbites.
  4. Add a slider to your travel kit. A second camera on a slider makes editing interviews much simpler, and more interesting for the viewer to watch. It’s also a cost saver. Less b-roll coverage is required if you have a second angle to

    Plan for wild sound and room tone for better storytelling.

    go to, for example, and most 2-camera edits go more quickly than trying to make just the one angle work.

  5. Plan how you will tag your sound and media card metadata. Don’t just label your stuff “Day 1, Day 2” etc.  Think about who will have hands on this footage and what information they might need to know. Always include the date, the initials of the camera operator, and the location.
  6. Shoot time of day timecode and include your updated schedule along with any camera notes. This will simplify identifying the shots on ingest and make your edit go more quickly and efficiently.
  7. Always have a team member shoot “BTS” –behind-the-scenes–footage and photos, which are the most shared content on social platforms. This can be done with a video-capable DSLR, or even a smart phone (but use the highest quality image settings). Take advantage of on-the-go sharing tools like Pic Monkey and Adobe RUSH.  Your BTS shares can sometimes outrank the video itself!

    Amy DeLouise is a producer, director, author and speaker. Find more of her tips in her live workshops and in video production courses on LinkedIn Learning

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How To Make Effective Explainer Videos

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There are three keys to creating effective explainer videos. Whether you need one to promote a for-profit company, product or service, or you are looking to help explain/advocate for a nonprofit enterprise, these are the most important tasks at the outset:

  1. Know Your Target Audience

People often start the video production process, understandably, thinking about their company, their product or their service. But actually, when planning a video, it’s smart to start with your audience. Who is your viewer? How old are they? What language(s) do they speak? Will you need to make your video accessible to the visually impaired or hearing impaired community (and if you are a federal agency, this is required by law.) What does your viewer already know (or not know) about your company, your nonprofit, or the featured product or service? Most importantly, what do you want them to know, and how does it affect their lives? Once we delve into these questions, we can start developing a conceptual framework or creative direction for your video.

  1. Know the Viewing Environment

Some of my work gets shown on giant screens at big events. Many of my videos get viewed on a smart phone. How we approach each project—from the visual design to the audio planning—depends largely on the primary viewing screen and environment. For example, if you think someone will likely be watching your video in a fairly quiet, home or office computing environment—let’s say for a training video—then we might use graphics that move pretty quickly and some fun music. If, however, this is a video that might be watched on a smartphone without the audio on, we’ll need to plan a design that has impact with only subtitles.

  1. What Do You Want the Viewer to Do Next?

When working in the fundraising and nonprofit arena, you often want the viewer to Volunteer Their Time, Write a Check, or encourage others to Get Involved.  If you are selling a product or service, you want someone to Click and Buy. These are very specialized goals that require the right kind of crafting of the story and message, because causing behavior change can be quite challenging. Usually we (or your in-house marketing team) spend time in pre-production interviewing people who are the target market, or in the case of a nonprofit have become involved as volunteers, to find out what triggers made them care.  We also may spend time out on location, meeting those people who have been affected by the product, or by the work of the nonprofit so we can hear their first-hand stories and scout the location to figure out the best way to show impact on the screen.

This pre-production preparation is essential to successful storytelling. Only then can we craft a design, the messages (script), a production timetable and budget.

What about some examples?

The video at the top of this post is an animated explainer I produced for a children’s hospital, to ensure families engaged in rounds while their child was in the intensive care unit. We had to translate this into multiple languages, thus the choice of mouth-free animated icons.  Animation by David Fuchs at RHED Pixel.

 

Here’s a fun US Postal Service explainer using what we in the production business call a “practical” visual effect (in other words, a real effect created on set, not done through the magic of post-production) to accomplish the visual “flip”. (Shot by Matt Gottshalk)

Here’s an animated explainer I created for an issue advocacy organization, in the style of the famous Monty Python graphics, in order to capture attention at a large membership event.  Animation by David Fuchs at RHED Pixel.

Here’s a fun stop-motion style explainer about a subject that isn’t always fun–dental care–produced by Rachel Rasby, with co-producer, Julia Hoppock, and cinematographer, Lee Gillenwater at the Pew Trusts.

This video for a farewell gala was created entirely in After Effects from archival photographs, interspersed with some original graphics and quotations that we solicited from supporters about the leader of this performing arts organization.  Animation by, you guessed it, my favorite animator David Fuchs at RHED Pixel.

What about costs?

It’s best to set firm parameters for you project, including the number of reviews you want to be able to have, whether you want live-action or animation, and any significant or quick turnaround deadlines, plus the target length. I know 2 minutes seems short, but it is double the number of frames of a one-minute video, so can take twice as many resources! For the purposes of this blog post, and based on my years of experience, I can give you some fee ranges.  If you’re project is entirely animated, and you have a very small team helping to guide the project and do reviews/approvals (i.e., there aren’t layers of bureaucracy or board members etc who might make significant changes along the way, thus adding to time and costs), then you can get an explainer for as little as $5,000-$7,000. Remember that on the low end of the scale, you must be sure any quote you receive includes proper licensing of any stock graphics, photos and music!  (Be VERY skeptical if someone tells you they can produce an explainer for much less than this.  I’ve seen some websites advertising $500. The professional rate per day for an editor or graphics designer and their equipment is this amount, and that’s just an average rate and doesn’t include time for scriptwriting, storyboarding, meetings with you, and working with your team to research and verify the factual content to be included, not to mention the creation or licensing of music, hiring and directing a narrator, etc.)  On the higher end, if live-action videography is involved, for example, because there are impact stories and interviews to be filmed, perhaps with travel to various locations, then you are more in the $20-25,000 ballpark.  Many videos will fall somewhere in between, and with a streamlined internal process for content design and approvals , you can get a quality product for about $12-15,000.

The opportunities and the options are endless with video. So start with 1, 2 and 3, and then engage some professional help to get you across the finish line.

Amy DeLouise is a writer-producer-director and love to explain things using video!

 

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NAB Wrap Up Webinar

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What happened at NAB? Join me as we review the emerging industry trends in an IBC365 Webinar today with Carolyn Giardina of the Hollywood Reporter,  dock10 CTO Paul Clennell and IHS analyst Przemek Bozek. Join us TODAY APRIL 18 as 4pm UK time (8am PDT / 11am EDT / 5pm CET) Click here for the webinar

On the show floor at NABSHOW 2018

 

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