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How to Make Great Videos

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PRSA Central Iowa - February 21, 2018

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How to Make Great Videos

  1. 1. HOW TO MAKE QUALITY VIDEOS PRSA CENTRAL IOWA | FEB. 21, 2018 Chris Snider | Drake University | @chrissnider
  2. 2. Chris Snider Associate Professor in Drake University School of Journalism and Mass Communication. I teach classes in social media, web design, multimedia and visual communication.
  3. 3. TODAY’s exercise 
 comes from ONE OF MY CLASSES: MULTIMEDIA COMMUNICATION
  4. 4. Drake University’S NEW ONLINE Master of ARTS in communication • Four Tracks • Brand Communication • Communication Leadership • Health & Science Communication • Public Affairs & Advocacy
  5. 5. RESOURCES Available: chrissniderdesign.com/prsa Video handouts Smartphone video hardware and apps Today’s presentation Sign up for my email newsletter
  6. 6. Raise your hand if you’ve NEVER made a video
  7. 7. We’ve all made videos before It’s 2018 That doesn’t mean we’ve maDe good ones
  8. 8. According to a study by the marketing intelligence company Beckon… 5 percent of all branded content accounts for 90 percent of total engagement
  9. 9. translation: 95 percent of branded content 
 gets little to no engagement
  10. 10. Today’s Plan Do an exercise on creating great content Discuss how we can turn that content into a video
  11. 11. traditional business video method • Introduction - Welcome them, tell them who you are and tell them their search is over. • Engage and empathize - Tell them you understand how difficult a decision this is and understand their concerns. • Credibility and benefits - Showcase your expertise and what value you bring to address those concerns. • Call to action - Tell them what to do next.
  12. 12. This method works well. But it doesn’t create a story.
  13. 13. information spreads 
 through stories. Nobody ever told their friends: “We have to go get a drink 
 so I can tell you some facts 
 about my date last night.”
  14. 14. 3 Elements of a Great Story 1. Sympathetic Character 2. Obstacle - Tension - Want 3. How the character overcomes that obstacle
  15. 15. Sympathetic character Obstacle How overcomes obstacle
  16. 16. Krochet Kids int’l: This is Empowerment
  17. 17. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  18. 18. Squatty Potty: This Unicorn Changed the Way I Poop
  19. 19. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  20. 20. Let’s Workshop
  21. 21. PICK A STORY This can be the story of creating/pivoting your brand. It can be the story of a customer you helped. It can be the story of a product you created. It can be the story of your life.
  22. 22. ELEMENTS OF GREAT STORY 1. Who is the Sympathetic Character? 2. What is the Obstacle - Tension - Want? 3. How does the character overcomes that obstacle? Let’s workshop!
  23. 23. characteristics OF GREAT VIDEO 1. Action - movement works well on video 2. Emotion - makes us connect with the story 3. A quotable person 4. A process that can be illustrated Which of those elements can you bring into your video? More workshop!
  24. 24. elements OF great VIDEO 1. Videos 2. Photos 3. Audio Which of those elements will you use in each area 
 of your video - character, obstacle and how overcome? 4. Graphics 5. Map 6. Text Even more workshop!
  25. 25. A few tips 
 for shooting better videos Now that you have a story…
  26. 26. Shoot in shots • Don’t shoot in one continuous movement or hold one shot for too long • Shoot a series of unique shots and put them together to tell the story
 • This is a terrible video (with millions of views)…
  27. 27. If things get static, 
 the story dies.
  28. 28. Move, point, shoot, stop. Move, point, shoot, stop. Move, point, shoot, stop. • Frame your shot, then press record until it gets boring. • Then stop and move on to the next one. • Shoot more than you think you’ll need (you don’t have to use it all)
  29. 29. Making a video: shooting in shots • Don’t shoot in one continuous movement or hold one shot for too long • Shoot a series of unique shots and put them together to tell the story
  30. 30. COMPOSE YOUR SHOTS • Take charge and properly set up the shot. • Pay attention to backgrounds. • Don’t be afraid to rearrange the furniture 
 (in non-documentary situations).
  31. 31. RULE OF THIRDS Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  32. 32. FRAMING Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  33. 33. LEADING LINES Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  34. 34. FOREGROUND/BACKGROUND Image by Georgie Pauwels. Used with Creative Commons Attribution.
  35. 35. Shoot wide, medium and cLose For close-up shots, look for hands and faces
  36. 36. What are some shots/scenes you would include in your video?
  37. 37. Want more video? Shooting and Editing Video Workshop Thursday, March 15, 2018 Details at chrissniderdesign.com/prsa
  38. 38. QUESTIONS? Follow Chris: @chrissnider chrissniderdesign.com chrissniderdesign.com/prsa

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