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Light, Camera, Marketing : Video Production for Online Marketing

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Engage PDX 2017

Publicado en: Marketing
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Light, Camera, Marketing : Video Production for Online Marketing

  1. 1. Justin Briggs Founder & CEO Justin@Briggsby.com @JustinRBriggs
  2. 2. Blogging is no longer enough
  3. 3. 14 years since WordPress was founded…
  4. 4. 4 years since Google Reader was shut down…
  5. 5. Blogging Has Declined
  6. 6. Tastes in content have shifted
  7. 7. Survey Results
  8. 8. Preferred Content 38% 33% 19% 9% 27% 31% 42% 48% 0% 10% 20% 30% 40% 50% 60% Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+ When using the internet, what type of content do you prefer? Video Text N = 1,000 / Remaining respondents chose “I do not read or watch content online” or “I do not have a preference for text or video content.”
  9. 9. Reviews 26% 23% 14% 7% 31% 39% 51% 40% 0% 10% 20% 30% 40% 50% 60% Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+ When you are deciding what products to buy, how do you prefer to see reviews? Video Text N = 1,000 / Remaining respondents chose “I do not use the internet for reviews.” or “I do not have a preference for text or video content.”
  10. 10. Learning Something New 48% 38% 27% 17% 26% 29% 43% 36% 0% 10% 20% 30% 40% 50% 60% Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+ When you are using the internet to learn something new, how do you prefer to learn? Video Text N = 1,000 / Remaining respondents chose “I do not use the internet to learn.” or “I do not have a preference for text or video content.
  11. 11. Preference for Video Content by Gender (18-34) 41% 29% 45% 38% 35% 13% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Males (18-34) Females (18-34) Preference for Video by Content Type General Preference Learning Reviews N = 274
  12. 12. But text content is…
  13. 13. Cheap
  14. 14. Easy
  15. 15. Scalable
  16. 16. Video content…
  17. 17. doesn’t have to be expensive
  18. 18. doesn’t have to be hard
  19. 19. can scale
  20. 20. 33 Tips for Better Video Content
  21. 21. Pre-Production & Planning
  22. 22. #1: SEMRush for Keyword Research Find topic ideas by searching for keywords that YouTube ranks for.
  23. 23. #2: KeywordTool.io and AdWords Research … or use a keyword tool like KeywordTool.io or Google’s Keyword Planner
  24. 24. #3: Storyboarding Before you shoot, build a storyboard that includes the types of shots you’ll need.
  25. 25. #4: Script Breakdown Create a list of all of the people, props, and wardrobe items you’ll need for each scene.
  26. 26. Art Direction & Design
  27. 27. #5: Avoiding Moire Test your clothing on camera. Check for strange sparkling effects or distorted lines (called moire).
  28. 28. #6: What to Wear on Camera Solid colors and jewel tones tend to look best on camera.
  29. 29. #7: Makeup Don’t be afraid to wear makeup on camera.
  30. 30. #8: Foundation Avoid makeup with SPF coverage. Make Up For Ever Ultra HD looks great under bright lights.
  31. 31. #9: Reducing Reflections in Glasses If your subject’s glasses have a glare, tip them forward and tape them in place.
  32. 32. #10: Interesting Backgrounds Choose a video background that has depth and reflects your brand.
  33. 33. #11: Light Your Background Light your background to add depth to the scene and to visually separate you from it.
  34. 34. #12: Paper Rolls When all else fails, use large rolls of paper (and interesting lighting) to create a backdrop.
  35. 35. Filming and Gear
  36. 36. #13: Buy a DSLR Invest in a DSLR camera. The Canon T5i or Sony A7s are great options.
  37. 37. #14: External Recorder Use an external mic and a digital recorder. A Rode shotgun mic and Zoom H4 recorder are good starts.
  38. 38. #15: Leveraging Natural Light Leverage natural light by shooting near windows.
  39. 39. #16: Cheap Reflector Use foam core from art supply store.
  40. 40. #17: Paper Lantern Get simple diffusion with a paper lantern ball light.
  41. 41. #18: Lighting Faces Use lights and reflectors to fill in shadows on people’s faces.
  42. 42. #19: Camera Position For the most flattering video, shoot from slightly above the subject’s eye level.
  43. 43. #20: Rule of Thirds Use the rule of thirds for a balanced shot.
  44. 44. #21: Fluid Head Tripods Use a fluid head tripod designed for video to tilt and pan. (Manfrotto tripods are good.)
  45. 45. #22: Shoot Out of Order Shoot your video out of order, in the way that requires the fewest setups for you.
  46. 46. #23: How to Shoot Overhead Video If you’re recording overhead, you can use a tripod or c-stand to mount your camera.
  47. 47. #24: Sandbags Use sandbags to protect your gear and your crew on set.
  48. 48. #25: Screensharing If you’re screensharing, record your audio first. Capture the video as you listen to the audio in headphones.
  49. 49. #26: Mic for Screensharing The Yeti Blue mic works well for podcasting, interview series, and recording audio for screenshares.
  50. 50. #27: Technical Format When making B2B videos or videos about a technical topic, try a slide overlay format.
  51. 51. Post Production
  52. 52. #28: Audio Jump Cuts Use jump cuts to keep your video engaging. Aim for zero silence in your video.
  53. 53. #29: One Line at a Time Using jump cuts allows you to record your video one sentence at a time. (No need to memorize your
  54. 54. #30: Watch out for “S” Watch out for words that end with “s” as you edit.
  55. 55. Distribution
  56. 56. During editing, chunk videos into smaller bite-sized videos. Create landing pages for each video. #31: Chunkable Video
  57. 57. For thumbnails: increase saturation and sharpness slightly to attract more attention. #32: Thumbnails
  58. 58. #33: Using Video to Get Links We find that resources with videos earn approximately double the linking root domains as pages without. 26.69 13.28 0 5 10 15 20 25 30 Resources with Video Text-Only Resources Average Linking Root Domains by Content Type Evergreen Content Section of a Major E-Commerce Website / Link Source: Ahrefs
  59. 59. Thanks!

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