Learn How to Create a Short Engaging Video

UC ANR Statewide Conference

Petr KosinaSteve Elliott

April 2018

Process

1.Idea development: Define your goal(s), key message(s), and audience

2.Preparation - depends on type of the video

3.Shooting video (+ creating the visuals)

4.Put it all together in video-editing software

5.Publish, share, evaluate http://bit.ly/UCANRvideohttps://www.apple.com/imovie/

https://www.techsmith.com/video-editor.html

1. Idea development

What’s your message?Want to reach the correct audience

Who’s your audienceWhat do they need?What is their skill / knowledge level?

What platform will you use to send your message?Why video?Why not blog, social media (Twitter), email, newspaper, journal … ?

Courtesy of Jim Downing

Be specific about the audience

“General public” is too vague

Sometimes easy — narrow, focused audienceRecruiting children for 4-H eventEducating master gardeners on irrigationProviding focused, technical data for target audience

Broad audience base with different needs/uses for informationMore challengingMay want to be less detailed

Courtesy of Jim Downing

Knowing your audience — and why they need the information — helps you frame the message and set the tone

Do they want “big picture” general overview? Do they need detailed information? What is the takeaway?

Does your message fit their needs, interests, agenda?

What is you distribution method?

Now that you’ve identified the audience, go back and tweak/reframe your message

Courtesy of Jim Downing

The video should be between 30 sec and 4 min

https://blog.hubspot.com/marketing/how-long-should-videos-be-on-instagram-twitter-facebook-youtube -

Process

1.Idea development: Define your goal(s), key message(s), and audience

2.Preparation - depends on type of the video

3.Shooting video (+ collecting the visuals)

4.Put it all together in video-editing software

5.Publish, share, evaluate

2. Preparation - depends on type

Type of video

• Selfie style – Need outline and some level of scripting

• News – Need to know the ground you need the expert to cover (and the right expert!)

• Interview – Need a combination of both and the expert prepped with the questions and script

• Demo/instructional style – Need a script and storyboard (structure of the video)

Selfie-Style Script

• Know the steps you need to cover and the order they need to be presented

• Outline it

• If you write it out, don’t use the dreaded “writing voice.” Video works because it’s conversational. The more formal or stiff your script, the less interesting the video.

• Time it and faint at how much too long the first draft is

• Edit it down – not just words, but ideas. Are you trying to do too much in one video? Or include too much background, or too much ‘why’ to do something?

• Final edits for flow – words that are hard to say together, etc.

News Style

• A lot of the “scripting” happens in the edit, especially if you’re interviewing multiple people. One may say it better than the others, so you’re going to pick and choose the best and put together in the edit.

• Coach subjects to rephrase the question in their answers. “Where are we and what are we seeing?” Answer: Today we’re at the Kearney Ag Experiment Station where there’s a new carrot variety trial going on…”

Interview

• In the interview, you’re going to be on camera so need to prep the questions and your subject

• Practice a time or two – what their answer will be, where that answer will end and if you or they are demonstrating something.

• Once you’re comfortable, shoot. Don’t over-rehearse.

Demo/instructional style

Write, review, and edit the script and storyboard

What are the steps you will demonstrate/explain?• How to best visualize and describe each step?

• What will camera focus on?

• Additional visual content?

Make audio decision:• Which voice?

• Simultaneous ore separate recording?

Process

1.Idea development: Define your goal(s), key message(s), and audience

2.Preparation - depends on type of the video

3.Shooting video (+ collecting the visuals)

4.Put it all together in video-editing software

5.Publish, share, evaluate

3. Shooting video - technical

• Audio-video equipment + tripod• Shoot in landscape mode only.• If panning, need a fluid-head tripod• Don’t zoom in shot!• Check for level• Same kind of lighting concerns as with photography

3. Shooting video - technical

• Rule of thirds – subject at the one-third line, not centered.• If there’s two of you, you’re both at the one-third mark• Rest of the frame something pretty and simple. Not too busy to

draw the viewer's’ eye away• Get close – belly button to crown of head.

3. Shooting video – technical sound

SOUND IS EVERYTHING – bad audio => worthless video

• Microphone!

• Note ambient noise

• Level speakers voice• If not in shot, wear headphones

to hear the sound

3. Shooting video – human factor

Use ample body movements and gestures. • Remember you’re in a video, and you’re giving your audience something to

watch.

Pay attention to the way your words are coming out. • Articulate carefully. Watch your tone. You want it confident and upbeat, not

aggressive, tired, impatient, or dull.

Be sure to vary the inflection in your voice. • Monotone will be the death of you in an online video. Vary your inflection almost even a

little more than normal. Think of how good radio people speak.

Tip: Record the introduction piece at the end.

Recording outside

How did it go?

Process

1.Idea development: Define your goal(s), key message(s), and audience

2.Preparation - depends on type of the video

3.Shooting video (+ collecting the visuals)

4.Put it all together in editing software

5.Publish, share, evaluate

4. Put it all together in video-editing software

Let’s edit! – iMovie, Camtasia, Audacity

• Import media raw video

• Build up the time line• Raw recording - Trim the beginning and the end, add transitions

• Add annotation - Ariel Agenbroad, University of Idaho

• Add Intro and credits (slide or video)

• Insert images (3x) + add transitions (add animation - pan down)

• Add music tracks at the beginning (adjust volume, trim)

• Review

• Publish

Process

1.Idea development: Define your goal(s), key message(s), and audience

2.Preparation - depends on type of the video

3.Shooting video (+ collecting the visuals)

4.Put it all together in editing software

5.Publish, share, evaluate

5. Publish, share, evaluate

• YouTube, Vimeo, Facebook, Instagram, Twitter, Website / blog

• Include closed captions!

• Share the link

• Monitor, respond comments

• Evaluate analytics

BEST PRACTICES:

• Include humor

• Be consistent

• Start simple

• Respect copyrights