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Quad Cities Video Presentation

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I gave this presentation to the Public Relations Network of the Quad Cities on April 24, 2018.

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Quad Cities Video Presentation

  1. 1. HOW TO MAKE GREAT VIDEOS Public Relations Network of the Quad Cities 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. My background • Studied journalism 📰 at University of Iowa • Designer at Baltimore Sun☀ • News Design🎨 Director at St. Louis Post-Dispatch • Editor of Juice🥤 Magazine (Des Moines) • AME/Digital at Des Moines Register🗞 • Passionate about new technology and social media
  4. 4. RESOURCES Available: chrissniderdesign.com/qc Video handouts Smartphone video hardware and apps Today’s presentation Sign up for my email newsletter
  5. 5. Raise your hand if you’ve NEVER made a video
  6. 6. We’ve all made videos before It’s 2018 That doesn’t mean we’ve maDe good ones
  7. 7. According to a study by the marketing intelligence company Beckon… 5 percent of all branded content accounts for 90 percent of total engagement
  8. 8. translation: 95 percent of branded content 
 gets little to no engagement
  9. 9. Today’s Plan Do an exercise on creating great content Discuss how we can turn that content into a video (with just a smartphone) Then talk about what’s going on with Facebook
  10. 10. 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.
  11. 11. This method works well. But it doesn’t create a story.
  12. 12. information spreads 
 through stories. Nobody ever told their friends: “We have to go get a drink 
 so I can tell you the facts 
 about my date last night.”
  13. 13. Our brains become more active when we’re hearing a story. - Science
  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. Sympathetic character: Miguel Want: To play music Obstacle: His family doesn’t like music Overcomes: Finds out the real story of family history
  17. 17. Krochet Kids int’l: This is Empowerment
  18. 18. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  19. 19. Chubbies Shorts: Pants Problem
  20. 20. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  21. 21. Let’s Workshop
  22. 22. PICK A STORY This can be the story of your company/brand/organization. It can be the story of a customer you helped. It can be the story of a product you sell. It can be the story of your life.
  23. 23. 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!
  24. 24. 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!
  25. 25. 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!
  26. 26. A few tips 
 for shooting better videos Now that you have a story…
  27. 27. 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)…
  28. 28. If things get static, 
 the story dies.
  29. 29. 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)
  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. <— Wide Medium —> <— Close-up —>
  37. 37. <— Framing <— Rule of thirds Foreground/Background —>
  38. 38. Story + variety of shots = successful video
  39. 39. STORYBOARDING • It’s important to think through all of your shots ahead of time. • Easiest way is to storyboard what you will shoot.
  40. 40. What are some shots/scenes you would include in your video?
  41. 41. That exercise is actually
 from ONE OF MY CLASSES: MULTIMEDIA COMMUNICATION
  42. 42. Drake University’S NEW ONLINE Master of ARTS in communication • Three Tracks / Six starts per year / Finish in a year • Brand Communication • Communication Leadership • Public Affairs & Advocacy
  43. 43. Apps FOR BETTER VIDEO
  44. 44. A BETTER VIDEO APP: FILMICPRO • About $10 - iOS and Android • Professional video tools such as smooth zooming, lock focus, lock exposure, sound monitoring.
  45. 45. Creative videos: Quik • Free for both Android and iOS • Quickly make videos, add text and music
  46. 46. SIMPLE IPHONE EDITING: SPLICE • Quickly turn multiple clips into one movie
  47. 47. SIMPLE ANDROID EDITING: VIDEOSHOP • Quickly turn multiple clips into one movie
  48. 48. IPHONE EDITING: IMOVIE • $4.99 • Includes many of the same features as the desktop version
  49. 49. ANDROID EDITING: KINEMASTER • $5/month • Includes many of the same features as the desktop version
  50. 50. MUST-HAVE: GooGle Photos • Free for iOS and Android • Edit and backup your videos
  51. 51. PRO editing: LUMAFUSION • $20 for iOS • Powerful multi-track video editor
  52. 52. MORE VIDEO APPS TO TRY • Cinamaker - Film with multiple cameras • 1 second everyday - very short videos over time • Hyperlapse - timelapse video while you move • InShot - convert horizontal videos to vertical • Pocket Video - edit videos to use on Stories
  53. 53. Hardware FOR BETTER smartphone VIDEO
  54. 54. Smartphone video has 
 three main weaknesses Hard to keep phone stable Lack of quality audio Not great in low-light situations
  55. 55. Promaster tripod - $70 Manfrotto tabletop tripod - $20 DJI Osmo Mobile - $130
  56. 56. Joby Griptight - $20 Shoulderpod - $30 Square Jellyfish - $20 Ulanzi smartphone rig - $13 Vastar tripod mount - $6
  57. 57. iRig Mic - $60 Rode Reporter mic and i-XLR - $280 iRig + XLR cable + mic - $70-170 Generic lavalier - $12 Sennheiser ClipMic digital 
 - $200
  58. 58. Two for $80
  59. 59. Facebook How to get your content seen on
  60. 60. WHAT WE KNOW… • Fewer posts and videos from publishers and businesses will be shown. • Reach, video watch time and referral traffic will go down. • Priority will be given to posts that spark conversations and meaningful interactions. • Viral videos are pretty much dead already.
  61. 61. What to do on FB in 2018 • Fewer, better posts • Focus on getting meaningful comments and interactions • Use live video - gets 6x more interaction than other videos • Groups - start them, join them, participate in them • Stories - Zuck says they will overtake News Feed on all apps • Have individuals from your company post on their profiles • Master Facebook ads
  62. 62. Fewer, better posts • It’s helpful or useful to the audience • It’s rooted in specific, real customer problems • It looks like what real people post to Facebook • You would be proud to share it with your friends
  63. 63. How to increase engagement • Share quality content • Learn from your successes and failures • Use compelling visuals • Ask your audience questions • Have a call to action
  64. 64. UPCOMING WORKSHOPs Intro to Podcasting: May 22, 2018 Social Media Beyond Facebook: May 30, 2018 Both run 9 a.m. to 3:30 p.m. at Drake University Details at chrissniderdesign.com/qc Early-bird pricing ends May 7
  65. 65. QUESTIONS? Follow Chris: @chrissnider chrissniderdesign.com

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