Ona online video_talk

MY TALK LINE UP• Why you should shoot video

• What role video plays in generating ad revenue

• Who consumes news video• Where your organization is in its adoption

of video • When you should use video• How you should shoot video

and also…• Sources to watch for inspiration

VIDEO FOR THE WEB

WHY SHOOT?VIDEO FOR THE WEB

• People like to view videos online.

• Video drives viewers to your website.

• Videos are good for SEO.

• Videos allow your news organization to extend its brand into new audiences.

• And yes, they make money, but more about that in a minute…

• The best reason to shoot video, however, is that we are storytellers in an increasingly visual world, and video reconnects us to the reason most of us went into journalism — to learn about the world and communicate that to others.

VIDEO LITERACY #1VIDEO FOR THE WEB

• Six in 10 U.S. adults watch videos online. What percentage watch news videos online?

SOURCE: Pew Research Center State of the Media 2014

a) 12%

b) 36%

a) 12%

b) 36%

c) 52%

a) 12%

b) 36%

c) 52%

• What percentage of social media users have posted videos they shot of news events on social media websites?

a) 12%

b) 22%

a) 12%

b) 22%

c) 43%

a) 12%

b) 22%

c) 43%

• What percentage of all digital ad revenue did video make up?

SOURCE: eMarketer, 2013

2) 10%

3) 22%

2) 10%

3) 22%

VIDEO FOR THE WEB

Where is your organization in its online video adoption? See how you compare. Pew looked at 32 local television station websites:

• Almost all include website video, although how many homepage stories contained video varied as much as 92% to just 6%

• The stations that used video all contained a specific place for videos on the website

• Nearly half included live streams, but most of those were just the regularly aired local broadcast as opposed to one set up specifically for the Web.

• Almost all hosted their video content themselves, although most also have a dedicated YouTube channel

CONCLUSIONVIDEO FOR THE WEB

One take-away from the Pew Study:

Online video news continues to grow in popularity among a very desirable demographic, but is not at present accounting for a large share of ad revenue for news organizations.

NEXT: WHEN VIDEO?VIDEO FOR THE WEB

Poynter’s Al Tompkins answers when to use video on storiesTompkins champions using video when you can find a CCC — a central compelling character — to illustrate the story.

Poynter plug: Check out Al’s 3-part video webinar and read “Aim for the Heart!”

WHEN TO USE VIDEOVIDEO FOR THE WEB

From the Los Angeles Times Originals video channel“Behind the scenes of the Los Angeles Ballet” selects a highly visual subject and finds a CCC who can provide a voice to the challengesVideographers: Jay L. Clendenin and Bethany Mollenkof

http://www.latimes.co

m/entertainment/arts/la-et-los-angeles-ballet-video-20150520-

premiumvideo.html

What makes her a successful CCC?

• Her thoughts are focused, insightful. • Three words =Dancers are tough • Plain-spoken but also eloquent, she provides a contrast to the mystery of ballet

Videographers: Jay L. Clendenin and Bethany Mollenkof

http://www.latimes.co

m/entertainment/arts/la-et-los-angeles-ballet-video-20150520-

premiumvideo.html

Tompkins’ advice on framing story angles

In his “Telling Memorable Video Stories” series, Tompkins lists five motivators that engage viewers:• Money• Family• Safety• Health• Community

Tompkins’ advice on framing story angles

The idea behind the five is to think of fresh angles that will interest people who might not be interested in the subject matter. The key is to attach it immediately at the top of the story.

HOW TO USE VIDEOVIDEO FOR THE WEB

Good editors like Tompkins encourage establishing a hook / finding focus immediately because viewers are fickle. Unfocused videos can have clickaway rates as high as 85% within first 10 seconds.

Videographer: Ashley Curtis

LENGTH OF VIDEOVIDEO FOR THE WEB

You’ve probably all heard the 2-minute max. for the “typical” online news feature, but perhaps that’s oversimplifying a bit.

Gretchen Frazee of WTIU (Bloomington, In. PBS affiliate):

• Their audience seeks more in-depth stories so their longer-form stories (about 4-5 minutes long) draw the most traffic, but that is also because they are the main ones they segment out of their shows for YouTube.

• They have realized that videos posted directly to Facebook typically receive many more views than if they post just a link, but Facebook has a file size limit.

INTERVIEWING“It’s not your job to make them respect you, or to think that you’re smart, and then to walk out of the door with nothing in your notebook... Your job is to get them to answer questions, and to share things with the public.”

—NPR reporter Laura Sullivan

VIDEO FOR THE WEB

• Always conduct a pre-interview and plenty of research. Ask about noise / lighting at the location and ask the person to have ready any materials needed (e.g. scrapbooks).

• By the time you get to your shoot, you should already know what part of the story your source is going to explain.

VIDEO FOR THE WEB

INTERVIEWING

WORD/IMAGE HARMONYIn putting together a video package, you will have two different (speaking) audio tracks that provide the explanation of what’s going on — your VO and the a-roll of the person.

• Remember that you don’t always have to hear the person’s voice over the b-roll. Let natsound contribute.

• Viewers don’t want to stare at a talking head (a-roll) for long.

• Ask questions that describe processes and environments so that you can then run b-roll that matches what the person is saying.

VIDEO FOR THE WEB

This story on a teen group heading to Japan illustrates this well:

VIDEO FOR THE WEB

WORD/IMAGE HARMONY

https://www.youtube.com/watch?v=-Pz8MZ0mOEQ

VIDEO LITERACY #6:In a traditional broadcast, what is the percentage of the video piece that is the VO (the narrator’s voice) versus the person being interviewed (SOTs)?

VIDEO FOR THE WEB

VIDEO LITERACY #6:In a traditional broadcast, what is the percentage of the video piece that is the VO (the narrator’s voice) versus the person being interviewed (SOTs)?

ANSWER: As lopsided as 80% VO, 20% SOTs

VIDEO FOR THE WEB

Using your subject’s own voice entirely is becoming much more common, but it requires more thorough interviewing

• You must record enough SOTs to explain everything through that person’s eyes.

• Your interviews become more challenging, but using only the subject’s voice makes the piece more intimate.

• As you watch this video, consider how it uses first-person and also bucks traditional news-gathering conventions like timeliness and using multiple sources

• Ryan Brady: The Polevaulter

VIDEO FOR THE WEB

FIRST-PERSON VO

• Before you even head out, write a list of b-roll musts:

1) Close ups and medium shots

2) Establishing shots

3) Close-up of hands and other cut-in shots

4) Details mentioned in pre-interviews

5) Good opening and closing shots

VIDEO FOR THE WEB

SHOOTING TIPS

• Look for action you can capture through sequences, or series of shots that are edited together:

1) Establishing shot, medium shot, CU to set a scene

2) Interactions (a gymnast being spotted by her coach)

3) Action and reaction (e.g. a winning basket goes in, crowd cheers)

VIDEO FOR THE WEB

SHOOTING TIPS

VIDEO FOR THE WEB

INNOVATION• Several companies (JumpCam, Mixit, Peepsqueeze) have been developing collaborative video software where several creators can upload shots together for live streaming.

VIDEO FOR THE WEB

INSPIRING SOURCES• There are a number of good sources online. A few:

• http://tv.nppa.org/

• http://mediastorm.com

• http://lens.blogs.nytimes.com/

• http://www.vice.com/en_us

• Chicago Tribune, LA Times, etc. Originals

• http://www.washingtonpost.com/multimedia/videos/

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