Content Creation in a Multi-Platform World
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Transcript of Content Creation in a Multi-Platform World
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AMY DELOUISE @brandbuzz at #UFVA 2016
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21ST CENTURYCONTENT CREATIONIN A MULTI-PLATFORM WORLD
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Agenda
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Content Trends and Impact on Storytellers
Starting from the Finish Line
Story Structure and Shoot Strategies
Workflow and Asset Management
Ideas for the Classroom
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Introductions
Features, Spots
Short Form Branded Nonfiction
Directing, Producing
Lynda.com Courses
Focal Press Author
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www.amydelouise.com
www.twitter.com/brandbuzz
www.linked.com/in/amydelouise
www.plus.google.com/+AmyDeLouise
www.vimeo.com/amydelouise
www.Lynda.com/amydelouise
http://bit.ly/BuyRealPeopleonCamera
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Getting in Touch
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CONTENT TRENDS
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Social Channels Prioritize Video
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Facebook Live launched last summer
Pushes live video to priority in streams
FB and Snapchat both have reported delivering more than eight billion video views each day*.
Vine rolls out WATCH for iOS and Android apps
Twitter acquired Periscope and invests in video content to boost its dropping usage
*Marketing Dive
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Viewers Rewarded for Engagement
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Youtube’s Watch Time Algorithm
Rewards length of viewing over # of views
Snapchat’s new features
Requires user to interact w content
Instagram’s new filter
Rewards engagement over recency
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Audience Drops Off Quickly
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Wistia
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Indie Distribution Explodes OpenIndie Pivotshare Reelhouse Seed&Spark Simple Machine Slated Topspin VHX Vimeo On Demand Watchbox YouTube
Amazon Video Direct
CreateSpace (Amazon)
Distribber
Distrify
FetchApp
FLM.TV
Gathr
Gumroad
IndieReign
IntelVideo
KinoNation
Mobcaster
NoBudge
PBS.org/POV
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Everyone is a Storyteller
4.5 Billion people worldwide using mobile phones (Pew)
A camera in every pocket…many shoot 4K
New apps like Jamsnapand Vizzywig allow in-phone editing to music or voice
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Images Drive Engagement
On Facebook, a photo gets
87% interaction rate from
fans vs. 4% for other
content (eMarketer, 2014)
Video gets twice the social
engagement of text, links
and static images. (Adobe: US
Digital Benchmark Review)
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Human Stories Resonate
Hollywood is regularly tapping
documentaries for narrative film
content (Interstellar, Selma, Race,
The Walk) because they know…
real stories sell.
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Mobile Viewing Rules
Mobile viewing overtook desktop in 2014
Mobile video views up 400% in last 2 years (ReelSEO)
5x Engagement rate on mobile
Share of time watched for 1-3 minute videos highest ever at 22%
People watch trailers via Mobile, switch to larger screens for longer viewing
Comscore
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Video + Mobile = Perfect Match
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By 2020, 75% of mobile
traffic will be video.
Cisco Visual Networking Index Forecast 2016
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Every mobile phone or tablet user is a potential consumer of your stories, any time, any where.
Viewers are also content producers and want to engage.
Authentic characters matter more than ever.
A hook can grab audience quickly to engage on social platforms.
Acquire at high resolution, optimize for small screens.
What This Means for Storytellers?
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Questions to ask before you even start preproduction.
STARTING FROM THE FINISH LINE
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Questions for Media-Makers
Where could my film/production end up?
Global distribution possibilities
Social platforms
Formats and lengths
Who might the audiences be?
What surfaces/devices might they use for viewing?
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Questions for Media-Makers
Are there access/ADA considerations?
What rights may we need to manage for
downstream uses?
What content can help us market/engage?
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Acquisition Format
The shoot…
What I can afford now
What I can’t afford to be without later
What offers the most transmedia flexibility?
What will future-proof my project?
Data management and workflow considerations
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For Example…
4K or 5K allows for “punch in” shots that can save time on some camera setups (for 2K or less delivery)
Can create 16x9 submaster(s)
Proxy workflow
Downres from there to the various Quicktime wrappers
24fps saves compression time and storage space
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Social Platforms
How will our audience engage with us…
While we’re in production
While we’re in post
When we’re in distribution
Do we want to encourage user-generated content?
How will we keep engaging?
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For Example…
Outtakes for social
sharing
BTS Photography
Call to action
Photo contest
Blog showing progress
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Engaging Your Community
Snap App offers assessments, calculators, quizzes
So does Wistia for less
Storify lets you integrate stories from multiple social platforms, comment and reshare
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International Audiences
If multiple translations
are planned, need
longer shot options
and a looser edit
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Storytelling Techniques
How do the platforms and tools affect story?
Style
Characters and Settings
Pacing
Effects
Audio
Archival/Stock
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Plan for maximum flexibility in storytelling.
Strategize for efficient shoots that provide added
shot coverage and options for reversioning.
What This Means for Storytellers?
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EVOLUTION OF STORY28
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Classic Story Elements
Setting
Main character
Supporting characters/foils
The Story Arc
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Engaging the Audience
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The Viewing “Envelope”
Is the audience watching…
Alone
In a crowd
In a theater
On a phone
Affects approach to…
Pacing
Shot framing
Audio
Interviews
Rights and releases
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Multi-Platform Story Elements
Narrative techniques in non-fiction story
Behind-the-Scenes (BTS) photos and interviews
Extended play interviews and outtakes
Location-based info on scenes and settings
Downloadable educational resources and tools
Alternate endings, interactive sequences
Call to action links
Rights and releases
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Planning multiple story streams simultaneously.
Add a BTS camera to every shoot.
Thinking about storytelling from multiple audience
perspectives.
Shoot scenes that can inform quickly, in close-up.
What This Means for Storytellers?
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As in gaming and web design, create “personas”—gender, age, background, ethnicity, language, etc.—to explore how different audiences might respond to the story.
Explore how to engage under-served communities in the storytelling experience.
Does this change how we as creators approach our settings, scenes and characters?
Ideas for the Classroom
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THE SHOOT
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Involving the Team
Production and Post meetups:
File-sharing
Acquisition formats/fps
Shot coverage strategy
Interview workflow
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Involving the Team
Output formats
Versions/Audiences
BTS photo plan
DIT workflow
Metatag system
Backup plans
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Screen Size Matters
Wide shots don’t
always translate well
to small screens
Alternate ways of
establishing setting
Secondary angles
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Shot Coverage Strategy
Fast and slow versions of moving shots
Shoot static as well as pans, zooms that may not work on slower streaming speeds
Mixed source footage
Plan ahead for integration, color grading
Time lapse (as BTS or as a narrative tool)
“Interstitial” shots for narrative glue when (re)editing
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Translations and Captioning
International
Translations require more coverage, longer shots
ADA: Captioning
Shot framing considerations
ADA: Audio description
Fast-paced montages and graphics are challenging
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Interview Strategies
Plan extra time to gather responses for various strands
Themes – quick bites work well for trailers and sizzle reels
Multiple length answers
Short for montages
Answers with and without time/dates for future-proofing
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Interview Strategies
Transcription workflow field to post
Make sure subject spells name, gives title, etc. for accurate ID’s in metadata later
Snap stills at end of interview or during questions for intercutting options or to create thumbnails for web posts
Record simultaneous audio on digital recorders for faster transcriptions from the field
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Photography
BTS photos are among
top re-shares on social
ID planning essential
Pull top selects into a
“Best of” folder for easy
reposts
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Audio
Output
Shoot for -6dbfs
Mono-compatible
Avoid over compressing
voices
Listen on a mobile device!
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Production to Post Hand-off
Vital to have system for in-camera ID’s
Field tagging during transfer from camera to drives
3-2-1 Backup system essential
More tips https://www.lynda.com/Video-tutorials/Video-Editing-Moving-from-Production-Post/434062-2.html
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Involve team early to game out how platforms affect the workflow and shot plan.
Maximize coverage – you will need it! There are plenty of low-cost options for secondary cameras.
Plan for post-production hand-off, which is where most budgets get busted.
What This Means for Storytellers?
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Have students design multiple screenings that replicate a potential viewer’s experience in various real world settings. Compare/discuss audience reactions and drop-off rates.
For example…
Group A views a scene on a large screen in a common room together; Group B watches the same scene on their own mobile devices with earbuds while hanging out outside; Group C views the scene on their laptops (with earbuds vs. headphones?) while seated in a busy coffee shop
Ideas for the Classroom
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POST WORKFLOW & ASSET MANAGEMENT
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Challenges of Tapeless Workflow
Some cameras (P2 and XDCAM, for example) generate unique numbers for every clip
But numbers are still pretty meaningless
Some prosumer and mid-range cameras have auto-numbering systems that are Not Unique
How many clips numbered “MVI001” does it take to screw up an edit?
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Solutions
PLANNING!
Batch rename with
a month-day-year formula (same every time!)
cameraperson initials (in case of Q’s)
other ID for content source
other categories for content type
Always preserve current filename in XMP metadata
Tools: CATDV, Prelude, AVID Media Central UX, Lumberjack for FCP, etc.
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Solutions
Uniform nomenclature and folder structure
Work backwards from master, reconform EDLs
If future reversions likely with a different post team
Transcripts saved with source interviews
Tracking rights and releases
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Photo Asset Management
Use similar file structure
Leave in original data
Add subject name, event, date in filename if poss
Tagging in photo managers
Google Photos
Lightroom CC
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Rights and Releases
Appearance Releases
Rights of Publicity
Copyrighted Buildings
and Artwork
Fair Use
Music Licensing
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Rights Opportunities for Filmmakers
Team with new
composers
Shoot stock images for
resale
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Plan as if the people involved in your post have
never met you, know nothing about your
production or nick-names, and need breadcrumbs
to construct every aspect of your story.
What This Means for Storytellers?
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The “Top Chef Challenge”:
Without knowing this will happen at the outset of the project, have filmmaking teams TRADE ASSETS and then complete one another’s films!
Which teams succeed best and why?
Which teams have trouble figuring out story line they were given and why?
How could the asset hand-off from production to post be improved?
Ideas for the Classroom
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Wrapping Up
Envision the outcome
Plan for flexibility
Old storytelling techniques
applied in new ways
Workflow planning is
essential from the start
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Slide deck at amydelouise.com
Tweet about this session with @brandbuzz
Please check out The Producer’s Playbook: Real People on Camera (Routledge/Focal Press)
Thank you!