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The Complete Guide to Facebook Ad Targeting [Infographic]

The options for Facebook ad targeting are plentiful. This infographic sorts them into an easy-to-read list to help you make your ads effective. Read the full article at MarketingProfs

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The Ultimate Restaurant Marketing Guide [Infographic]

Just as a master chef combines various flavors, restaurants must combine their offline presence, their online presence, and their dine-in experience to create a delicious—and successful—marketing combo. Read the full article at MarketingProfs

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The 10 Super Bowl Ads That Stood Out Most With Consumers

Super Bowl commercials from Kia and Budweiser were the ones that stood out the most with consumers this year, according to recent research from OdinText. Read the full article at MarketingProfs

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#SocialSkim: Facebook Undermines LinkedIn, Amazon Takes on Skype: 11 Stories This Week

This week, two giants gang up on a third: Facebook undermines Microsoft's LinkedIn as Amazon digs at Microsoft's Skype. LinkedIn unveils new data-driven features, Facebook comes to your TV screen, and Yik Yak's founder launches Slack-like app for students. Read the full article at MarketingProfs

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#SocialSkim: Facebook Lite, Pinterest Search Ads, Rethinking Snapchat: 11 Stories This Week

This week: why you might consider Facebook Lite; why Snapchat's fastest-growing demographic will surprise you; how the Super Bowl played out on social (and brands and networks that won); how B2Bs tap into social; what search play Pinterest is making; more... Read the full article at MarketingProfs

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Wooshii, an Online Video Platform for Content Production: WIP of the Week

Wooshii, founded in London in 2009, is a work intermediation platform company that has developed an online freelancer marketplace connecting businesses and freelance producers of online videos. Today, Wooshii provides organizations with two delivery models. Organizations that use Wooshii include very large enterprises and even creative agencies. Acting as an intermediary in a large and explosive market. Wooshii provides organizations with access to a large global population of video creators/producers — and vice versa. It also provides capabilities for managing video production projects (i.e., the Wooshii inProduction tool). Wooshii has two main offerings, Wooshii Managed and Wooshii Scale and provides the best in...


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The 5 Different Types of Video Productions: Examples and Differences

Saying that online video is popular is a gross understatement. With 6 billion hours of viewing YouTube per month, and an average of 40 minutes of viewing per session per person, YouTube is the undisputed king of online video. All forms of online video; documentaries, news, promotional videos, educational videos and entertainment video are evolving.

As the average attention span continues to shorten thanks to bite-size media appropriate for Facebook, Twitter and Reddit, how videos are being produced is developing to keep pace with consumer viewing behavior.

Why Online Video Works So Well

Online Video Marketing

Complex ideas work extremely well with online video – would TED’s “ideas worth spreading” educational videos be such a success if the same content were merely published in a magazine article? Of course not, there is already great content being published in print, but it rarely gets shared or goes as ‘viral’ as much as some TED videos have. The video medium has a real ability to ‘hook’ viewers and engage emotionally. A video producer’s task as a storyteller is to communicate ideas – and the value of the ideas – in an easily digestible, efficient manner that makes an impact.

There are five main classes of video; they range from entertainment to compelling a person to act. Professional organizations, entrepreneurs and businesses of all sizes are adapting how they use video. It wasn’t long ago that video that was online was merely low-resolution entertainment or news clips. But as video is the best idea-conveying medium, its popularity continues to grow proportionally to its easy accessibility and high quality.

The 5 Types of Video Production

Video doesn’t simply tell a message; instead video displays the meaning – video is the ultimate show and tell. Successful video cuts through technology, all the while conveying messages as a form of entertainment, around the world, twenty-four hours around the clock. Here are the top five types of videos, along with explanations and examples:

  1. Educational Videos

The Three Phases of Educational Video Production

Educational videos are excellent examples of teaching and learning concepts. As video uses the primary senses of sight and sound, using video in education allows concepts to be taught more easily and be retained better than reading off a page! This is thanks to the models of ‘multi-modal learning’ and ‘dual-coding theory’, which have shown that communicating with visuals and sound simultaneously will greatly increase comprehension and retention of new ideas.

And with the ability to show a concept though the use of editing shot of an in the field demonstration allows the viewer to truly understand the concepts being shown and discussed.

Educational videos go beyond merely informing the viewer – these videos go deeper into the ‘why’ such and such is important, in addition to just the ‘what’. As an example, an educational video on learning how to SCUBA dive will explain the reason why you must not hold your breath as you ascend to the surface, rather than just stating ‘don’t hold you breath’ without explanation. This ‘why’ is critical, as it delivers real understanding for the audience. The beauty of educational videos is how they can easily share complex ideas – and ‘educate’ learners properly, with comprehension even often able to bypass language barriers.

Examples of Educational Videos

  • Remote Online Classroom Instruction
  • Online Courses with Video Lessons (MooC)
  • How-To Training Videos
  • Student ‘Show and Tell’ Videos
  • Webinar Informational Videos
  • Video Lesson Series
  • Animated Explainer Videos

 

2. Promotional Videos

Promotional videos have become exceptionally popular with the convenience of fast wireless Internet, powerful mobile devices and businesses realizing that they can afford and use video with their marketing. These style of videos have adapted quickly to the habits of the modern viewer; short length videos, relevant information, engaging style and available where the viewer will be interested in viewing, and then ideally sharing the video with their social networks!

Guide How to Make a Promotional VideoA critical distinction is that promotional videos are not advertisements like we would see on TV commercial breaks. With a promotional video, the choice to watch is with the viewer. The person is interested to see if the video will offer a solution to their problem and presses play. The promotional videos marketing therefore to suggest value up front. And if it doesn’t, the viewer can choose to stop viewing at any time, unlike TV or online video ads, which intrusively play without the viewer having control.

Promotional videos differ from instructional and educational videos in that they’re targeting a very specific viewer and speaking to their needs, then presenting a solution and concluding with a ‘call to action’, asking the viewer to take action. With the art of persuasion and rapport, similar to an experienced salesperson, a viewer will ideally feel that the video offered value – and it’s their choice if they respond to the call to action. Taking action: a social like or share, or a purchase, are all common goals for promotional video marketers.

Examples of Promotional Videos:

  • Talking-head Videos
  • Corporate Videos
  • Testimonial Videos
  • Presentation Videos
  • Explainer Videos
  • Human Resources Videos
  • Unboxing Videos
  • Product Demonstration Videos
  • Real Estate Tour Videos
  • Event Videos
  • Presentation Videos
  • Keynote Slideshow Presentation Videos
  • Advertising Videos
  • Comparison Videos
  • Giveaway Videos
  • Product Review Videos
  • Announcement Videos
  • Destination Videos

 

3. Informational Videos

These are the most simplistic types of videos – cut and dry information delivered as succinctly as possible. Think of a news host delivering current news, with a quick story sound bite and moving on to the next story in rapid succession. These videos give the ‘what’ on a topic, but don’t go much deeper, so the ‘why’ is often left largely unexplored (as good educational or promotional video would show).

Journalism is a good example of purely informational video. News and information videos give you the sounds and sights of the news events as if you were right there on location. No need to imagine what might be going on… You can see it and hear it for yourself. With all smartphones having a HD or 4K camera with video capabilities, news gathering is now in the hands of common people. Instead of a Television station with a producer and camera operator and interviewer, a single person can record and upload or stream live-video from most anywhere, anytime.

Examples of Informational Videos:

  • Television Newscasts
  • Interview Question & Answer Videos
  • Streaming Video Online News Websites
  • Socially-Shared News Snippets (Facebook, Twitter, etc)
  • Public Service Announcments (PSAs)

 

4. Documentary Films (and Videos)

The definition of a documentary film is nonfictional motion picture intended to document some aspect of reality, primarily for the purposes of instruction, education, or maintaining a historical record.” (Wikipedia). Bear in mind, most documentaries are mostly shot digitally now, rather than on celluloid film, but the word “film” is a throwback to the genre, not the medium, which is fine.

Documentaries are typically a mix of entertainment and information dispensing, and very popular. There are three main types of documentaries; observational (or Cinéma vérité) mainly without any narration moving the process forward, participatory, such as famous director ‘Michael Moore’ as a character taking part in the events as we watch, and expository, with the narrator chiefly explaining and the events as we watch. There are more genres of documentaries are well, please see this site: alexburtonjournal.blogspot.ca

Examples of Documentary Genres:

  • Poetic documentaries
  • Observational documentaries
  • Reflexive documentaries
  • Performative documentaries
  • Expository documentaries
  • Participatory documentaries

 

5. Entertainment Videos

Finally, the fun stuff, entertaining videos simply for entertainment’s sake. The sky is the limit here, and many of the prior examples of video can fall under entertainment as well, so it’s not a hard and fast category. Entertaining videos can vary in scope, genre and purpose. Videos on Netflix, online movies, YouTube video stars, video clips, and more all fall under the scope of entertainment.

Examples of Entertainment Videos:

  • Music Videos
  • Travel Videos
  • Automotive Enthusiast Videos
  • Wedding Videos
  • Comedy Shows
  • YouTube Channel Stars
  • Reality Shows
  • Movies (Hollywood, etc)
  • Episodic-Drama Shows
  • Streaming Services (Netflix, Amazon Prime, HULU, etc)
  • Solid Media (DVD and Blu-Ray)

 

Similarities and Differences of Video Types

There are so many varieties of videos, and so much crossover and overlap that the combinations and lists could seemingly go on forever. The lists above help outline the main genres of video. Next, onto differences and similarities between the key genres. First, the differences…

The Differences Between Video Genres

Most videos types aside Entertainment videos, if not all videos, have a bias and a goal to persuade and motivate action on part of the viewer. Promotional videos require a call to action, where the video will clearly state the next step the viewer must take to achieve the result that is being proposed.

While each video style has a degree partiality on the featured issue, it’s specifically the promotional video that follows a specific formula to persuade the viewer to take action at the end. The entire purpose of the promotional video is to persuade a change in opinion or behavior on part of the viewer, whereas informational and educational videos are more passive.

Commonalities between Different Videos Types

Legal Team

All of the video types share the goal of sharing a story or knowledge with the audience, so in this regard, they’re all the most basic type of video: informational. All videos have a target audience in mind, whether it is narrowed down to age, language, gender or political opinion, an audience was chosen when the planning the scope out with the creative brief took place. Entertainment is also a factor, at some level – if a video is not engaging, the viewer will simply not ‘hear’ the message, rendering the video useless. Videos simply can’t be boring anymore due to short attention spans.

Lastly, always remember, each and every video has a bias – even the most seemingly impartial documentary has made specific choices on what video clips to keep, and which ones to edit out, shaping the message the end viewer receives.


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Common Newbie Video Production Mistakes: 4 Ways to Improve Production Value

You’ve got a great idea, and you know how to tell it right, and need to make a video. But your video sucks. Something is off, but it’s hard to tell what is off exactly. Does it really matter?

This isn’t really a problem, is it?

Unfortunately, I regretfully must inform you, a poor video is a poor video and likely will not succeed, even if your message is smart. Why is this? What happens if a video feels low quality?

Due to very low attention spans today, if your viewer cannot easily see, hear and understand your video due to low quality, you will lose that viewer.

Worse… your viewer will likely click away to view your competition’s video!

The Good News: The Hard Part is Already Over

A lot of people get stuck before even hitting record, overwhelmed with the idea of creating a video and worried about details. (Note: there is no reason to get overwhelmed.. there are plenty of checklists to assist with getting everything you need done! That’s what they’re there for – guiding the process, one step at a time.)

Not being afraid of the camera is great, the gusto to get up and ‘film something’ should be encouraged!

While recording video is easy, and it can be inexpensive, actually making good video that viewers like takes a little bit of upfront effort to avoid looking amateur.

Smartphones and apps and fast wireless Internet opened the opportunity for video to quit being an elite newscaster-only tool; and to go mainstream. Then with active social apps such Snapchat, Facebook, Periscope, the general population knows that video is ‘easy’ now.

Sure, video is easy, but GOOD video isn’t just as simple as pulling out an smart phone, pointing it at oneself and tapping record – that’d just be a glorified selfie.

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Number 1. Newbie Mistake: Lack of a Proper Plan

An intention to record video is good, but a good camera operator and/or director knows why each video clip is being recorded and what that particular shot will be used for. A plan will cover the people, the equipment, the locations, the goals and the target audience the video will be distributed to.

Marketing Strategy

Successful video producers complete; 1st, a creative brief in advance to sort out the goals for the video, and 2nd, a script written to have an overview blue print of the project, and 3rd a storyboard and shot list to cover ALL the bases to having a good plan for each shot used in a video. With a plan, your video will be a success.

Success Action Step: Cover all your bases of Why, Who, When, What and How by using the tools of a video professional. A Creative Brief, Storyboard and Script in advance of shooting your video to have a clear plan of what your video will be do – and make it easier and more fun.

Number 2. Newbie Mistake: Understanding ‘Production Value’

What does ‘production value’ mean? Explained in more detail, the phrase should be ‘high quality video production quality’, or professional quality, for short.

Professional Hollywood films cost millions of dollars. This money is spent on planning and filming to make the visuals and audio sound good and look the absolutely best they can (within the constraints of the budget).

Production Value Factors:

Production value is an assortment of variables, and here are some of the following aspects that play a role in the quality of a video.

  • Video Resolution Quality (4K, 1080P HD, 720P, frame rates,)
  • Camera Operation (stability, exposure, leveled, focus, movement)
  • On-Location Sound Quality (clear voice, noise, levels, background sound)
  • Image Quality (grain, noise, color correction, compression artifacts)
  • Lighting Effectiveness (3-point light setup, quality, intensity)
  • Sound Mix Quality (music, narration, background, sound effects)
  • On-Screen Interviewee (professionalism, eye contact, speaking ability)
  • Message Effectiveness (clear script, easy concept, call to action)
  • Graphics and FX (design principals, balance, quality, professionalism)
  • Distribution (ads or no ads, social sharing, effective channels)

Built-In Video Camera MicrophoneBuilt-In Video Camera MicrophoneAudiences are accustomed to spending as little effort as possible to watch and listen to video of this caliber, so the worse the visuals and sound are, the harder a video is to view. This is important because if there is a similar video with a similar message, but it looks and sounds better than yours, viewers will watch the better looking of the choices.

Success Action Step: Watch videos similar to one you wish to create to see what works – and what doesn’t! Write down the aspects that are important on your Creative Brief to help guide the process.

Number 3. Newbie Mistake: Improper setup of camera

The camera is the first link to the video – it acts as the eyes and ears of the viewer. Even if the camera is a high-end 6K camera, if it’s being used as a handheld camera, and shaky and bumpy will not make for a good viewing experience (and if it’s an online video, the viewer will likely stop watching and watch your competitors video instead!)

In comparison, a well-mounted iPhone filming in HD set on a stable level tripod with a smooth camera operator will make a world of a difference – the video will be far more pleasing, and the viewer is far more likely to continue to watch rather than jumping away to another video.

Low Budget Medium Budget High Budget
Manfrotto Compact Action Aluminum Tripod

Manfrotto MVH500AH Fluid Head & 755XB Tripod with Carrying Bag

Manfrotto MVH500A Fluid Drag Video Head with MVT502AM Tripod and Carry Bag

The Manfrotto Compact Action tripod offers basic adjustment. Be sure to get a smartphone or tablet mount if shooting with those devices. Not useful to pan or tilt with though. This is a portable, high quality tripod. It will work with smartphones and high-end production cameras. Very smooth pans and tilts. Great bag too! This is a high-quality, heavy duty tripod. It can handle a light-weight “backpacker crane” jib system! Included spreader with the legs also supports more weight.

Success Action Step: Use a tripod – there is a variety available, here are three different tripods for different budgets. Rest assured – all are professional, and all will help make your video better.

Number 4. Newbie Mistake: Failure to use sound and light properly

Any camera – be it a 6K RED or a regular iPhone – only capture two human senses – sight and sound. Modern cameras, while very good today, still cannot filter out background noise or poor light like our human brains can when we’re there, in a room with another person.

Low Budget Medium Budget High Budget
Rode SmartLax+ Lavalier Microphone

Polsen Lavalier Microphone

Sennheiser EW 112-P G3 Wireless Lavalier Microphone Kit

The SmartLav+ is a quality wired lavalier clip-on microphone that works perfectly with an iOS device without needing an adapter. The Polsen OLM-10 wired lavalier microphone offers great audio with no noise feedback. If used with smartphone, needs an adapter.
This Sennheiser lavaier is a wireless microphone set. The EW 112-P G3 is more expensive because due to it’s very high quality and being a two-part kit.

While a human can easily have a conversation with another person on a busy subway platform and filter out all the background noise, hums, and uneven light, a camera will have difficulty. Setting up a camera in the best location possible for good light and sound will make a world of difference. With the first step, the planning stage, the best location to film will have been chosen to maximize the quality of the video.

 

Low Budget Medium Budget High Budget
Raya 5-in-1 Collapsible Reflector Disc

Impact Qualite 300 Focusing Flood 2 Light Kit

Ikan IB508-v2 Bi-Color LED 3-Light Studio Kit

Success Action Step: I encourage you to try this: record a test video clip in a busy location like this (dim light or nighttime too if you can) of a person speaking to the camera, and then record an alternate clip in a quiet – and well lit bright area. Play back both clips one after the other and see for yourself the differences.

Number 5. Newbie Mistake: Ineffective Distribution

‘Work’ is important. GSD (getting stuff done, or the other variation on the acronym). How does this tie in with distribution? An analogy I like to use is absolutely everyone is creative and most people have great ideas, but what separates people that are considered ‘creative’ from those who aren’t creative is that the creative people actually sit down and MAKE the idea happen. Without that step of the work, no good would come from the idea – it wouldn’t even exist.

Online Video Marketing

A plan for a video is just an idea.

A video that is recorded is one step too – it’s not completed. Even a video that is edited is still not safe – unless the video is shared – and shared properly – it won’t ‘work’. Getting that video out there is a hugely overlooked step. Too often businesses invest in video – good video – and then have no distribution plan to get it seen. Marketing is key – ensuring that the video is put online, and in front of the correct eyeballs, is important.

Success Action Step: Your Creative Brief will address all the aspects that you need here too. It will help you to plan out who will see your video, and where they’ll see it, and what they’ll do after they view your video. Easy, right?

So as you can see, the first step sets all the other steps in motion in the planning stage. The channels for distribution will be chosen, the best locations for sound and lighting will have been identified. The camera will be setup correctly with a tripod, and a script, storyboard and creative brief will be on hand to guide the process. Oh, and have fun.


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How to Make an Educational Video, 3 Point Guide for Students and Teachers

Learning new concepts can be difficult. If learning was easy, then one book for each subject would be enough and there would be no need for classrooms or schools or instructors.

But learning doesn’t work that way, or that easily. To teach a new concept, an expert must first use words a student already understands and explain a new concept in simple terms. From there progress can go forward, going deeper into the topic.

Teaching in stages like this works in classrooms, online courses and books. In this knowledge transfer process, teachers and student learners are bound together in this exchange as they cooperatively attempt to communicate effectively and understand and memorize new concepts.

Thankfully today we have that a solution that helps us all to teach and learn even more effectively, and is available for students and teachers inside and outside the classroom. The future is now!

Why Use Video as a Teaching and Learning Tool?

Christopher Ruffell
Video Instructor, Christopher Ruffell

Today, the best technology tool for effective teaching and learning is using educational video. Well-made video captivates and communicates effectively as it is multisensory, using both visual and auditory senses. Being able to see and to hear a concept being demonstrated is far more effective than a new learner simply reading text and trying to visualize the concept mentally.

Watching a demonstration ‘live’ on video reduces the ‘cognitive load’, or amount of metal work. Video is simple and allows the mind to easily grasp a new concept and commit the idea to memory.

Effective teachers are aware that students need the most support just as they are initially being introduced to a new idea. Similar to how good promotional videos communicate concepts successfully, teachers use educational video’s ability to captivate interest and enhance student learning and supplement concepts being taught in the classroom.

How Does Video Work to Make Learning Better?

RM_snip_classroom_01

Learners and instructors alike prefer video when compared to reading and writing methods as video verbally explains and visually illustrates at the same time. Used both inside and outside the classroom, video is ideal for the process of transferring ideas to be understood. Being more engaged when the learning occurs leads to more effective memory recall, and concept is retained more easily than with many other mediums.

Video is a prime example of ‘multi-modal’ learning, or, multiple communication methods at the same time (Lazear, 2008). With the powerful combination of simultaneous visual and auditory learning and due to ‘picture superiority effect’ visual memories are given far more importance than verbal, or word memories (Nelson, D.L., 1976).

The Benefits of Video with Learning and Recall:

  • Video is Easier to Comprehend than Verbal Instruction. Well-planned and produced videos enhance comprehension and retention of information when compared to traditional “reading and writing” methods.
  • Video is a Textbook Example of ‘Multi-Modal Learning”. With visuals, text, and speech, educational video offer multiple methods of information delivery and simultaneously increases engagement and ability to understand (Lazear, D. 2008).
  • Video Increases Memory Recall due to ‘Dual Coding Theory’. Because humans memory is recorded as either pictorial or word-based, educational video greatly increases recall ability of both due to it’s synchronized visual and verbal associations (Paivio, A. 1921).

The Value in Assigning Students to Make their Own Educational Videos

Learn How to Do It Yourself

Competency-based learning is demonstrated by students when a class is assigned the task to make and share their own educational videos. The hands-on aspect of researching, filming and editing video gives students the ability to demonstrate both their technical communication competencies as well as detailing the topic they are persuasively reporting on.

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Educational video is a perfect fit with increasingly popular online education options, and with mass online courses, travel is no longer an issue. Students can be away from the classroom and using an iPhone with the iMovie app and can create their own educational videos and then share and view each other’s video assignments over the Internet. Students can watch and report their classmate’s videos as well, all this occurring outside of valuable classroom time.

The 3 Points of Educational Video Production

Video Marketing Woman with Movie Clapper Slate

By following the correct steps of video production, in the proper order, students and teachers alike will be able to create successful educational videos. Today, video does not have to be difficult to create, and it doesn’t have to be expensive either. The iMovie app for Apple products, for either the Mac or an iOS mobile device (such as iPhone), will work very well. Thanks to the advances in technology, cameras, microphones and editing apps are easy to acquire and use – an iPhone is all that’s needed to create a professional looking video today.

  • Phase 1: Planning and Goals: 
Identify the key message, goals, style, audience, script, storyboard and the purpose and strategic steps to communicate the message. These are governed by use of a creative brief, script and storyboard.
  • Phase 2: Video Production:
 Planning the pre-production technical aspects to creating and filming, the video production filming days, and editing and fine-tuning the visuals and sound in post-production.
  • Phase 3: Editing and Sharing:
 Distribution, social sharing, video search-engine-optimizations and analytics.
    By following the correct steps of video production, in the proper order, students and teachers alike will be able to create successful educational videos.

Getting Started on Making Your Own Education Video

You can make your own video, but the first question you have to ask yourself is:

“What should your viewers think or do after they watch your video?”

This is crucial to know upfront. To be said another way, what is the ‘point’ of your video?

The answer to this question will define everything else you do in this with this project; the script, the shots, the people, the graphics, the music and where the final edit is shown. If you were making a video to show your classmates how a particular change in signage affected pedestrian flow in a public building, then they would be no reason to interview a grandparent asking them about their childhood. Planning main details upfront is key, and is done through a few worksheets.

Phase 1: Educational Video Planning and Goals

Woman Thinking Bubble Chalk Board

What’s the point of a video if it doesn’t communicate effectively? If a viewer watches a video and doesn’t understand the message or doesn’t find it compelling, all the time put into the project is wasted – a scenario best avoided!

Good news, there are tools that exist that ensure a video will work as intended. Planning and picking the audience and goals for the video aren’t hard, but, does require a little a brief period of focus. The upside is, the more time you concentrate on planning, the less work you have to do later.

Identifying the Main Message, Audience and Call to Action

The first step is to use an educational video Creative Brief – a special questionnaire designed specifically for video production, and answer all the questions in full before you begin. The creative brief defines the key message, the audience, the goals, and other key aspects to make an educational video.

What's Your Story?

The message to the audience should also be clear and concise – you can’t speak to absolutely everyone, so you must decide who your main audience is upfront. Your language and topics will be focused when you have an audience in mind – be conscious of not using terminology if you’re choosing an audience that is unfamiliar with the terms.

Get Your Own Creative Brief Template Here

Similar to the one main message, the viewer needs to know what action they’re being asked to take. If this were a promotional video, this step would identify what the “call to action” is. Is it to learn more about this topic by visiting a resource website? Or is it to write their local congressperson to chance about a certain law? Using your Creative Brief will help you narrow down your message, audience, tone, duration and call to action step.

Scripting for Educational Videos

A script is often referred to something like a blueprint for filmmaking – it’s the plan that flows from the Creative Brief and carries the actual story. In addition, a script saves you a lot of time in editing and filming. When filming, it’s not always necessary to memorize word for word, but as an outline that gets you to the end goal, a script is invaluable.

Format of a Video Script

Typically professionally formatted scripts, similar to a Hollywood screenplay, have a similar flow or style to them. This consistent style is done because it works – in addition to spoken word, character names, scenes location, motivations and actions are all listed. There is also plenty of white paper space on the page that is ideal to use a pen to write cues and notes on.

Visual Storytelling with a Storyboard:

With your creative brief now complete and a copy in hand, the next step for you is to visually plan out individual shots using a storyboard template. A storyboard is a page with several blank boxes that represent individual shots or ‘frames’ from your promotional video. Each frame, or panel, represents an individual shot – comic books use this method to tell a story in sequence.

Storyboard Will Visually Illustrate the Shots:

  • Where is the location setting? (inside vs. outside)
  • Which subjects are in frame, and which way are they facing?
  • What type of shot (close up, wide angle, extreme close up, etc.)
  • Where is the camera in the scene and how close is the subject?
  • Is there movement? Is the subject moving, or the camera?

Using a pencil, lightly sketch on printed storyboard and draw out the plan for the shots you have in mind. Feel free to add notes below each frame, for instance “Opening shot, actor walks up to camera.” With pencil, you can adjust the shots as you work through your script.

 

Phase 2: Educational Video, Production, Filming and Editing

 

You are almost ready to being filming. In preparation, make sure you have a list of the on-screen interviewees, the props, the filming equipment and access to all the locations you need.

Make this list and then bring together all the gear you need and lay it out in front of you first, to make sure it all works. There’s nothing worse than showing up to a location to film only to realize your camera has no more storage memory to film and you need to make space first, or your forgot that script or tripod at home. It happens to the best of us, let me assure you, but the list and preparation will help.

Filmmaking Gear Checklist, Educational Video Production:

3 High End Sony ENG Electronic News Gathering Shoulder Mount Cameras

Like a painter with their set of paintbrushes, using video gear is an exciting step for most people, as this is the phase where we’re actually ‘creating’. While there is no one size fits all, having a guide for gear will help narrow down what is required to make a video.

  • Camera (iPhone, DSLR, or Video Camera)
  • Tripod (many tripod options)
  • Microphone (Wired or Wireless)
  • Headphones (over-ear with muffs to avoid background noise)

What Video Equipment Do I Need? Guide for All Budget LevelsThe above list is from a guide titled ‘What Video Equipment Do I Need for Any Budget Level’. The article does a side-by-side comparison of low budget, medium budget and high budget gear (click here to see it).

For basic educational videos, the ‘Low Budget’ gear list should be helpful to beginning video producers, but there are bits of gear from a higher-end budget that you may be able to borrow and add to your video to enhance it.

Additional Professional Video Gear:

  • Camera Light (clips onto the camera and shines on people being interviewed)
  • 3-Piece Lighting Kit (lights on stands, usually 2 or 3 lights placed around a subject)
  • Audio Recorder (Can be used to record better sound than the camera does)
  • Laptop (to backup the video)

On Location: Find the Best Place to Film

Gain Exposure on ReelMarketer.com

Check the area you plan on filming being conscious of ambient sound and lighting. Try and find an area that offers the least amount of background noise, and lighting, as you’d like it. For lighting, if you were bringing your own lights and stands, you’d want a place that you can control (turn off or on) other room lights. If you’re planning on using ambient light, take out the camera up and take a peek.

Testing, Testing, 1, 2, 3

Setup the Camera on a Tripod, and aim it at the backdrop you plan on filming. Rehearsing the shot several times will help

  • Have your on-camera subject sit on chair (or stand if needed) and looking through the camera, adjust the lighting and camera settings to get the visuals where you’d like them. Adjust the camera and on-screen subject to make the shot look like a frame of the storyboard that you’re attempting to recreate.
  • A rehearsal is a very good step. Setup the microphone too and record an audio test, and play back listening through your headphones. Have your on screen actor feel confident about their delivery too. If the lighting, sound and actor are all ready – then you are ready to roll.

Sound. Lights. Action

ENG Camera Operator Interviewing Woman with Microphone

Your run-through tests are complete. The sound is good? The light is good? Then you’re good to start rolling, for real! Using the script and storyboard, start filming. It’s okay to have blunders – just redo the shot again. Go step by step through the shots until you’re done.

Phase 3: Editing and Sharing for Educational Video

Editing is where the story is really told. If someone watched your video without knowing the premise, would they understand? Might the editing style and flow of the video imply it’s a promotional video with a sales agenda? The Script and Creative Brief had a plan, and are important to stick to, but in the end, the video has to make sense on it’s own. Keep the end viewer in mind at all times.

Adding Background Audio, Music and Sound Effects

When your main edit makes sense and is nearing completion, music can help add to the mood. When used mindfully, background music and even some sound effects can be tasteful and add to the video. Be sure to monitor volume levels – music and sound should never ‘drown out’ any person speaking on camera.

Music & Sound Effects Online Resources:

Exporting Your Video from the App:

iMovie iOS Video Production Solution

Once your educational video is complete, it’s time to send the video from the editing program and then to upload it to the Internet. Common video formats for Apple products are .mov or .mp4 and for Windows and Android devices, .avi and .mp4 are more common.

Export at the highest resolution that the video itself was recorded in, UHD (2160P) or HD (1080P or 720P) unless there is standing reason not to (such as a low-end Internet connection limiting uploading bandwidth).

Video Resolutions Explained: UHD, HD and SD

The links below lead to Wikipedia pages further explaining the specifications of each:

  • UHD (ultra-high resolution) or “Quad-HD” video resolution come as (3840 pixels wide by 2160 pixels high). These name Quad-HD comes from the dimensions being four-times that of 1080P HD resolution. UHD and Quad-HD are often called “4K”, though the resolution of 4K is a bit wider, but it is very close.
  • HD (high definition) resolutions are typically called 1080P or 720P. The large is the ‘Full HD’ specification of 1080P (1920 x 1080 pixels) and the smaller HD specification of 720P (1280 x 720 pixels).
  • SD (formerly called ‘standard definition’) is the oldest video format, currently phasing into obsolescence. Dating back to the year 1939, this resolution is very old and tiny when compared to HD and UHD. SD is also called 480i or 480P (640×480 pixels), and should be avoided if possible due to better formats HD and UHD being available.

Once your video is exported, your video is ready to be viewed. You can either copy it to a USB drive to transport somewhere or upload it to the Internet to be shared. Uploading to the Internet is the next portion.

Uploading and Sharing your Educational Video Online:

Online hosting is easy and free. While there are a variety of online videos hosting websites to choose from, the free option of using YouTube is often the best option due to it’s wide range of features. With YouTube, the platform plays on a variety of devices (TVs, desktop computers), and it is mobile-video friendly and allows for privacy.

Uploading and Publishing to YouTube:

YouTube Video Marketing on iPhone

  • Go to YouTube in your web browser: www.youtube.com
  • Click the ‘Sign In’ button, at top right of the page
  • Login using your Google account. (Create a new account if you need)
  • Click ‘Upload’ button, at top right of the page
  • Click ‘Select files to upload’. The page will change, and a ‘Processing’ bar will show the video uploading
  • Begin by typing into the text boxes information about the video; title, description, tags (keywords) and importantly – the ‘public’ or ‘privacy’ level you’d like to have.
  • Once the video’s progress bar is complete and you have filled in the information you want, click the ‘Publish’ to make the video now available to be viewed.
  • The page will refresh – you can ‘Share’ or ‘Embed’ or ‘Email’ the video from this page.
    • Share – You see a website link for the video you can copy and paste to send to people, or click on your desired social media platform (Facebook, Twitter, etc.) if you wish to share it there on your feed.
    • Embed – You can copy the code snippet and place it in your website to embed the video. You can define the size dimensions of the video using controls.
    • Email – Fill in a person’s e-mail address and a message to have a link of the video sent to them.

Some reasons not to choose YouTube may be because music, photographs or some people who you got shots of you don’t have permission to share. Ensure that you have the rights to any music, photographs, video clips, filming locations and any people you are interviewing on camera. Using waivers is an excellent way to ensure you’ve covered all the necessary steps in getting approval. If you’re ever in doubt, be sure to ask.

That’s it, your video is live! If you wish to change settings such as the name, tags, thumbnail or privacy level, you can easily visit your YouTube dashboard and click ‘Edit’ button near the video you wish to change.

Congratulations on completing your educational video!

Continuing The Video Creation Process

Video Camera Operator

Understanding story telling, video and the creative methods involved is an ongoing process. There is so much more you can learn if you’d like to improve your abilities, and it’s such a rewarding and fun hobby, or full-time vocation, if you choose. Enjoy the process – and if you’ve created a video, share it down below in the comments me to see, and show others what you’ve done.

References:


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Modern Internet Marketing Strategies and Video, Digital Resource

Video marketing is integrated as part of an online marketing strategy for most savvy businesses. Today we feature Shay Berman, President of Digital Resource, a full-service Internet marketing agency. Providing social media marketing, SEO, advanced web analytics, email marketing, PPC, and content creation, Shay speaks to the value of these iniatiives, and how video fits into a winning marketing mix.

What unique benefits does Digital Resource offer to business clients?
SHAY BERMAN / DIGITAL RESOURCE: We don’t just focus on one aspect of digital marketing, but all of it. As a full service agency, we are able to combine creative ideas with vast experience in search technologies to deliver measurable results for our clients.

Digital Resource is also different because we don’t just pursue clients and then rarely ever speak to them again. Rather, we pursue relationships with our clients based on transparency, persistence, mutual trust, and integrity.

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As a result of our methods and relationships, we’ve managed to maintain a 99% retention rate.

What are the big opportunities for businesses to start use video in their marketing?
DIGITAL RESOURCE: There are so many opportunities to start using and adding videos. You can connect with customers through behind the scenes videos, demonstrate why they should use your product or service with how to videos, and keep them coming back for more by teasing new products in fun product showcases.

video-content-marketing

How does online video with a comprehensive online marketing strategy?
DIGITAL RESOURCE: With so much going on constantly now on the internet and social media pages, its so easy for business blog posts, Facebook statuses, tweets, etc. to get lost within people’s feeds.

That’s why it’s more important than ever to get people’s attention and keep it.

Videos do both.

It’s important to remember that people remember 20% of what they hear, 30% of what they see, and an amazing 70% of what they see and hear!

If a business or sole proprietor is choosing to ignore marketing online and stick to traditional forms of marketing, what dangers are they facing?
DIGITAL RESOURCE: Where to even begin! When you ignore Internet marketing you ignore all of the people on the Internet. Everyone is constantly on his or her smartphone, laptop, or tablet.

It’s where they shop, browse, and communicate with businesses and brands. If your business can’t be found online, your customers can’t find you.

And you can’t be found online without marketing online.

What kinds of simple mistakes have you seen businesses make when embarking on a new digital marketing plan?
DIGITAL RESOURCE: There are a lot of different things that can go wrong when a new business is starting an online marketing plan.

Think Global, Sticky Note Plan

Here are the big 3 seen most often:

  • They ignore certain social media channels. It’s essential to not just pick the social media platform you like the most, you have to be on every channel your target presence is on.
  • They don’t have a set marketing goal. Don’t make things harder by going in blind. Have clear tactics and goals outlined before beginning any internet marketing efforts.
  • They quit too soon. As with any marketing plan, you can’t expect results overnight.

How can a beginner learn begin to learn more about the solutions to these problems?
DIGITAL RESOURCE: The best thing a beginner can do to learn more about how to solve those problems is to hire the right digital marketing agency. Unfortunately, as with any business there are some bad apples/scammers as well as agencies that do great work, but might not be the right fit for your business’s specific marketing needs.

Time vs Money vs Quality Equation

When looking for a digital marketing agency pay attention to the following 5 things:

  • Marketing. Why? A great indicator about their marketing style and abilities is how they market themselves! So if their claim to fame is Search Engine Optimization, do a Google search and see where they rank. If it’s social media marketing, do a quick search on their pages. How often are they posting for themselves, what does their content look like? Are they on all the social media outlets?
  • Portfolio. Through your investigation you will most likely see work that the candidate company would have done. It is sort of the resume for that company. There are situations, however, where for privacy reasons they cannot display certain clients, so if through your research you cannot find examples of their work, go ahead and ask them if they can show you any.
  • Online Reviews. Searching online, through Google+, Yelp, even Facebook, will show you their reviews; individuals or businesses that have had interactions with the candidate company that wrote candid opinions about their experiences. You will be able to see honest thoughts and get an idea of what kind of marketing company you could be working with.
  • Reporting. Not everyone remembers that this is an incredibly important part of hiring an Internet company! You want to see your ROI, right? When you are deciding which marketing company to hire you want to make sure that they are going to be generating a report that they can provide you with showing their accomplishments at least on a monthly basis.
  • Questions. When an agency asks questions it shows you that they are customizing their services to fit your business’ needs, which is necessary for a successful campaign. If the only thing they ask for is your billing info, raise a red flag and investigate further before hiring.

It is essential for beginners to hire the right digital marketing agency with a proven track record that understands your goals and needs.

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You won’t only avoid all of the common problems above, but avoid other ones down the road.

How can video be used most effectively with social media and online advertising
DIGITAL RESOURCE: Video marketing can be used in so many ways!  80% of businesses even agree that short video is an integral part of their marketing strategy.

Some of the key points for maximum effectiveness are: keep them short and sweet, make them educational and/or entertaining, SEO them, create and add new videos frequently, and keep it relevant!

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You can check out our blog post to learn even more video tips: Short Videos: 5 Effective Uses

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