Justin Gutwein - So you want to make a web video

VIDEO KILLED THE NEWSLETTERa conversation about online video and storytelling

Wednesday, September 5, 12

Justin Gutwein

Justin Gutwein7 years of producing online video

ball state universitymoved to DC late 2010

filmmaker/entrepreneur/storytellerbetter at conversations than

presentations

WHY USE ONLINE VIDEO?less likely to read this...

WHY USE ONLINE VIDEO?...than watch this.

WHY USE ONLINE VIDEO?

Entertaining

Show vs. Tell

Humanizing

Real Connection with Real People

YouTube 2nd largest Search Engine

KINDS OF ONLINE VIDEOwell...some of them

SHORT FILMS & VIRAL VIDEOSthings you’ll probably have to hire someone for.

MICRO-DOCSAuthentic Storytelling

THE TALKING HEADShow to’s

THE TALKING HEADSvlogs

WHAT TO DOPreProduction

who are you talking to?

who are you talking to?audience venue video type

the obliviousSearch / YouTube

FB, Twitter via Friends

how to’s / thought leadership

cool & entertaining

the undecided /confused

website company stories, customer stories, faq’s

the customerTwitter/ Facebook Google+ / Email

tips & tricks, company & customer success

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

cool & entertaining

stories

what are you going to say?

what are you going to say?when the viewer finishes, what do you want them to know?

boil your message down

2-4 key messages

what do you want them to do?

2-4 key messages

what do you want them to do?

Call to Action

a consideration of duration

a consideration of durationvideo type duration other tips

a really, really good story that is shot well

and expertly told2-5 minutes

if you wow the viewer with something they’ve never seen, they will watch it

short films & micro-docs

1-3 minutes if the content is relevant to the viewer, they will watch it

talking head 30-45 secondsif you can’t get the message

out, split it or choose another medium

WHAT TO DOProduction and Post

THE TOOLS

pro level

sony fs100u

Adobe Creative Suite

lots of gadgets and gizmos

$8k-20k

t2i, t3i ,t4i

60d, 7d, 5d

interchangeable lenses

actually a photo camera

dslrs con’t.t4i is the only one with auto-focus

still going to need a computer to edit

imovie

need an external mic

$1000+

handycams

card based

full auto

ios devices

1080p video

built in editing apps

imovie

Auto only

IOS DEVICESshot and edited on an iPhone

PRODUCTION TIPS

Location

interesting backdrop

avoid your conference room

good lighting

not too noisy

buy a mic

lav mic as cheap as $20

if you don’t have a mic...stand as close to the camera as you can in the quietest place possible

Lighting

go outside

magic hour

cheap LED light

WHAT TO DOPost Post

YouTube

best place to host

embed everywhere else

keywords

description

YouTube Tips: Video Titles

Put keywords first, and branding at the end.

But also make sure your titles are compelling to the viewer.

Your Health by ABC Hospital

instead of - ABC Hospital: Your Health

YouTube Tips: Tags

Include tags that are common, but also some that are specific

Place the keywords you want to carry the most weight first

YouTube recommends writing 12 tags or more

Mirror the title of the video, using the same word order in tags

YouTube Tips: Descriptions

The algorithm favors comprehensive descriptions.

Put your most compelling description information first.

Include keywords in the descriptive text, as well as subscription links and links to your channel page.

good alternative

HQ video, cleaner player

$200 a/yr

FIN(the end)

Justin Gutwein - So you want to make a web video

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