Justin Gutwein - So you want to make a web video
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Transcript of 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
Wednesday, September 5, 12
Justin Gutwein7 years of producing online video
ball state universitymoved to DC late 2010
filmmaker/entrepreneur/storytellerbetter at conversations than
presentations
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?less likely to read this...
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?less likely to read this...
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?...than watch this.
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?...than watch this.
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?
Wednesday, September 5, 12
WHY USE ONLINE VIDEO?
Entertaining
Show vs. Tell
Humanizing
Real Connection with Real People
SEO
YouTube 2nd largest Search Engine
Wednesday, September 5, 12
KINDS OF ONLINE VIDEOwell...some of them
Wednesday, September 5, 12
SHORT FILMS & VIRAL VIDEOSthings you’ll probably have to hire someone for.
Wednesday, September 5, 12
SHORT FILMS & VIRAL VIDEOSthings you’ll probably have to hire someone for.
Wednesday, September 5, 12
MICRO-DOCSAuthentic Storytelling
Wednesday, September 5, 12
MICRO-DOCSAuthentic Storytelling
Wednesday, September 5, 12
THE TALKING HEADShow to’s
Wednesday, September 5, 12
THE TALKING HEADShow to’s
Wednesday, September 5, 12
THE TALKING HEADSvlogs
Wednesday, September 5, 12
THE TALKING HEADSvlogs
Wednesday, September 5, 12
WHAT TO DOPreProduction
Wednesday, September 5, 12
who are you talking to?
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
what are you going to say?
Wednesday, September 5, 12
what are you going to say?when the viewer finishes, what do you want them to know?
Wednesday, September 5, 12
what are you going to say?when the viewer finishes, what do you want them to know?
boil your message down
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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?
Wednesday, September 5, 12
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?
Call to Action
Wednesday, September 5, 12
a consideration of duration
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
WHAT TO DOProduction and Post
Wednesday, September 5, 12
THE TOOLS
Wednesday, September 5, 12
pro level
sony fs100u
Adobe Creative Suite
lots of gadgets and gizmos
$8k-20k
Wednesday, September 5, 12
dslrs
canon
t2i, t3i ,t4i
60d, 7d, 5d
interchangeable lenses
actually a photo camera
Wednesday, September 5, 12
dslrs con’t.t4i is the only one with auto-focus
still going to need a computer to edit
imovie
fcpx
need an external mic
$1000+
Wednesday, September 5, 12
handycams
card based
full auto
$300+
Wednesday, September 5, 12
ios devices
1080p video
built in editing apps
imovie
vimeo
Auto only
Wednesday, September 5, 12
IOS DEVICESshot and edited on an iPhone
Wednesday, September 5, 12
IOS DEVICESshot and edited on an iPhone
Wednesday, September 5, 12
PRODUCTION TIPS
Wednesday, September 5, 12
Location
interesting backdrop
avoid your conference room
good lighting
not too noisy
Wednesday, September 5, 12
Sound
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
Wednesday, September 5, 12
Lighting
go outside
magic hour
cheap LED light
Wednesday, September 5, 12
WHAT TO DOPost Post
Wednesday, September 5, 12
YouTube
best place to host
embed everywhere else
SEO!
keywords
description
FREE!
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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
Wednesday, September 5, 12
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.
Wednesday, September 5, 12
Vimeo
good alternative
HQ video, cleaner player
$200 a/yr
Wednesday, September 5, 12
FIN(the end)
Wednesday, September 5, 12