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We’ve often been asked what the best delivery or style is for online videos. Many people out there have great products or excellent content but just aren’t sure how to best display it through online video. Sadly, the answer to this question isn’t so cut and dry. First, you really need to understand your audience. Who is your video geared towards? Once you understand who your target audience is you will be more educated to make such presentational decisions.
There are several types of video for online audiences. Lets discuss 5 effective video styles for online video:
1. DOCUMENTARY: This involves webisodes and mini documentaries. This particular style is becoming very common due to its raw and honest delivery. More and more consumers want to hear real, unrehearsed conversations and see real and non-choreographed situations. It’s raw. It’s unpolished. It’s relatable. It’s incredibly effective.
2. NARRATIVE: This style involves some commercials and short films. If you want Hollywood then this is the style to go with. You’ll need actors, sets, a crew, proper sound...etc. These types of videos often have a punch-line or story to tell. They have the most potential of going viral but are also the most budget intensive and difficult to pull off. Narratives can pay off big if executed in the right way.
3. PROMOTIONAL: Most highlight videos, montages, infomercials, testimonial based interviews, and some types of commercials fall under this category. These videos are very common and often times the most effective when trying to get a focused message out there.
4. TRAINING or HOW TO: These include exercise videos, instructional videos, intellectual capital training videos, cooking videos...etc. The effectiveness of this style highly depends on the performance from the talent in front of the camera. If the individual is engaging, sincere, personable, knowledgeable, and entertaining then the audience will most likely have no trouble focusing in on their message. If they are dry, stiff, and awkward in front of the camera then the audience will tune out quickly, even if it is a subject they are interested in.
5. VLOGS: (Video Blogs) Most Vlogs intail someone sitting in front of their computer screen discussing a topic. This is fine for certain messages and audiences, however due to its lack of visual texture I would not base a marketing campaign using this style of video. Its good for a quick reminder, thought, rant, or tangent. It can also be effective for something that requires an immediate response.
Of course, each style requires a different approach regarding the filming and editing techniques as well as the on camera delivery, meaning the performance of the talent in front of the camera.
As you scour the web or watch TV commercials pay attention to the style of video that a particular brand or company chose to relay their messages. Ask yourself, why did they think that particular style fit their message the best? You’ll start to see trends and strategic methods to their approach. This will help you decide what style of video is most effective for your next video project.
Note: Choosing a style has little effect on how the Search Engines look at your video. The importance of selecting the appropriate style for your video deals more with the audience reaction than anything else.
You probably already heard of HTML (HyperText markup language) and know that it's used to describe the data that makes up your website. When combined with CSS (Cascading Style Sheets) you can make all that HTML look pretty fancy. Take it one step further using JavaScript and you'll be following in the footsteps of some of the greatest interactive websites out there including facebook and Gmail.
So then what's this thing you've been hearing about called HTML 5? Basically this is the next version of HTML that offers some exciting advancements that will make the websites you visit faster and more interactive. So here's a breakdown of some of the features it supports that will likely change the web forever:
Canvas and SVG are both new HTML elements that are already support by the latest versions of most browsers. What these elements do is give you the ability to draw using functions like lineto() and bezierCurveTo(). Canvas differs from SVG similar to how Photoshop and Illustrator differ from one another. So what's the big deal? Why do we even want this kind of functionality built into HTML? Here's a few examples of what has been done with this new technology:
For these to work you must be using a modern browser excluding Microsoft's Internet Explorer which does not support HTML 5 in it's latest release (version 8).
Mozilla Labs has created a code editor using canvas. Using the same principles it's not hard to imagine the kind of productivity apps that could be created on the web.
Want to create fancy graphs online using standard HTML and "ajax" practices. In comes Flot which is a Canvas JavaScript API that allows you to do just that. Check out the example here: http://people.iola.dk/olau/flot/examples/ajax.html
So at first glance you might be thinking, "well so what if they ported an old game like Quake and made it run in a browser". Are you kidding me. Real 3D graphics running natively in a browser from a port of an existing game is a big deal. This demonstrates what kind of interactivity is possible right now inside a modern browser. It's not a stretch to think of the kinds of applications that could be built to run natively inside the browser accessible anywhere, anytime. The concept is incredible.
Particularly the video tag has been the center of a lot of controversy lately. With Apple refusing to support Adobe's Flash on iPhone and iPad many developers have been forced to use HTML 5 video and audio tags to accomplish the same things they did with Flash. While I don't blame developers and content providers for being upset at having their hand forced into this new standard I can't help but see it as a good thing for the web. While flash still offers a lot that HTML 5 hasn't achieved yet, it's fully and completely owned by Adobe making it one of the most proprietary platforms available. HTML 5 is completely open. You don't need to buy into any company or their products to develop for it and it has the advantage of being an open standard. This means that other companies can create new ways of using it without having to worry about breaking any licensing agreements paving the way for a what I think will be a new era of innovation on the web. Even YouTube has started offering it's videos in HTML 5. You can check that out here: http://www.youtube.com/html5. If you're a Mac user you'll be pleased that your CPU doesn't take on the extra load of running video in Flash!
If you're a developer there has quite literally never been a better time. As HTML 5 marches closer and closer to reality the applications we dream of developing just get that much closer to reality. And even if you're the guy looking to fund the next generation of web applications that are going to change the world make sure your team embraces the web standard HTML 5 and sets you up for the future.
This weekend Advent Creative participated in the 2010 Cache Chamber of Commerce Business Expo at the Cache Valley Mall. It was a great atmosphere for networking and showcasing the awesome stuff we do! Our thanks go out to the Cache Chamber for their efforts in building the business community in Cache Valley. Hopefully you had a chance to stop by and check out our very cool touch screen demo and sit in the always popular Advent LoveSac. If not, feel free to stop by our offices anytime where they will both be waiting for you!
If a picture paints a thousand words, get it right. The right photos will aid your marketing and advertising campaigns as much or more than any other element, so it is essential to plan, create and execute a photo shoot that will yield the results you so badly desire. Planning a photo shoot can be a lot of work, but proper planning of all the necessary elements will aid in achieving the best photos for your campaign.
Probably the most overlooked element of a successful photo shoot and yet the most important is the shot list. The shot list is like your blueprint to a successful shoot. Carefully plan what shots you would like and how you would like to see them taken. Eliminating these questions before the shoot allows you to focus immediately on items such as lighting and angles when you get to the shoot instead of thinking about what exactly you need shot. It also eliminates or greatly reduces the changes for disappointment at the end of the shoot because you will be much more likely to get everything you need and want. A good shot list also helps the photographer to do his job better because you’ve done your job and properly researched the photography you need. Include in your shot list a detailed description of each shot you need, including orientation, subject focus, theme, mood, etc.
Proper lighting contributes to the overall feel of the photo and piece it will be used in. While bright, artificial light creates a cold or corporate feel, natural and soft light can create a warm, domestic feel. Locate or specify the lighting you will be using well in advance of your shoot. For outside photos, remember that the time of day, weather and proximity of the light sources all contribute to the outcome of the photo. Plan ahead or be willing to work around your outside lighting source. When planning lighting, consider the overall feel of your brand and marketing materials. Consider specialty lighting or subtle effects that will contribute to the theme and mood you are seeking. Gels, filters, spots, and other lighting tools can help you achieve just the right look. If you are unsure of how a particular effect is achieved, pull sample photos with lighting you like and show those to your photographer to avoid verbal descriptions that may be lost in translation between you and your photographer.
Who you choose to be in your photo sends a clear message to your audience. Select a model who fits demographically with the audience you are marketing toward. Models should be prepared with multiple wardrobe options of varying colors and tones. It is wise to consider the color of clothing as it relates to the overall feel of the photo, in addition to the color in relation to other objects and backgrounds in the shot. Remember the powerful effect color has in your branding in general and choose wardrobe carefully to help identify the shot as a unique element of your brand.
Often using a “real” person as opposed to hired talent can be a great option to get a look perfect for your project. Make sure the person you choose is properly prepared. Often when choosing this option, more of the preparation responsibilities should fall on your. Regardless who you use as a model, make sure you have model releases from every person in your shot and from an adult if you are shooting people under the age of 18.
Decide with your photographer what sort of camera is best for the shoot, either digital or film, and consider the pros and cons of both types. Current digital cameras can often produce comparable quality to film cameras and increase the mobility and versatility of photographic images. However, a film camera may achieve a certain effect you are seeking with greater ability. Discuss your options with your design team and your photographer. Your choice will depend largely on the needs of your final images, particularly the size and final production needed. In addition, consider lens choices and discuss these options with your photographer.
The location of your shoot will contribute greatly to the overall look and feel of your materials. Shooting on location can lend a realistic touch to a photo if you want to show the subject of the photo in use or in a situation more closely related to real life. Shooting in a studio can be a perfect option for photos with a more produced feel or photos to be used without a background.
Also, remember to plan around the location you have in mind. Do you need to reserve the location you have in mind? Does this location have requirements or restrictions for using their facility? Some places require a photographer to have a permit or special clearance in order to use their facility. Although this is generally something your photographer should be aware of and take the necessary steps toward, you may want to take it upon yourself to find out these things so that no mishaps occur the day of the shoot when you will be paying a whole team of individuals for their time.
One easily overlooked topic to keep in mind at a photo shoot is the proportion of the final spot for the photo to be used. Often a photo looks great at a shoot and everyone is happy with the set, the styling, the model looks great, lighting is perfect, and you call it a wrap. But then at the editing desk you find the photo has been shot in a proportion that just doesn’t fit your end use. An easy example of this is a vertical photo for a billboard, which is extremely horizontal. But this mistake also can be as simple as not leaving enough bleed or crop room on a photo making it hard to use in various applications. It is also smart sometimes to plan for empty space in a photo that can be used for type or other content, but this is often overlooked while at the shoot unless it’s something you have planned for. The easiest way to avoid this mistake is to first, know your desired proportion before the shoot and second, instruct your photographer to not crop in the camera and to leave a lot of extra space around the photo for type, bleed, cropping, etc.
Be prepared with a variety of props to choose from during the shoot. More is better in the planning stages - you can always edit your choices on site. Be sure all props are in a condition that is visually appropriate and do not detract from the photo. Carefully consider the correct placement of props and how they affect the story of the photo as well as the focus and light. Do not use unnecessary props that detract from the story you are telling or pull the focus of the shot to the wrong element. Also do not let props create undesirable shadows or glares. The use of a professional stylist for the shot will enhance the quality of how the props are placed and used in the shot.
One of the most detrimental things you can do with regards to a photo shoot is to rush things. Think of the time you spend at your shoot relative to the time it took you to plan and prepare for the shoot. This perspective will help you remember to not rush the shoot and risk not getting that perfect shot. Many photos take much longer to nail than you would imagine. Do not be discouraged if you spend much of one day getting just one shot just right. At the same time, it is also possible to get multiple shots in a day – it depends on many factors. The key to timing a photo shoot is to take it slow, pay attention to the details, try new angles, new approaches, get creative, and nail the shot or shots you want in the end. Once you feel you have “wrapped” a shot, take several more using different elements so you have options when editing.
Hiring a professional team to shoot your photos is a worthwhile investment when you consider the final outcome. A typical team consists of several people, including the photographer, the photographer's assistant, a content expert, models, a stylist and an art director. Each person plays a key part in the quality of the final photos. Involve professionals at every stage and in every position and you will see the results in the final piece.
Individual photographers have various policies concerning how they conduct their business. It is important to know exactly what a photographer includes in his or her contract. Does the photographer have experience shooting the same type of image you are seeking? What are the rules for photo usage? Are you buying rights managed photos or royalty free? Who will retain the copyright to the image? Do they charge for the distance they will travel to do your photo shoot? Who does the photographer have for his assisting staff at the shoot? Does the photographer provide post-production editing services? What is the charge for this service? Are you being billed based on time or based on a project rate for completing your shot list? When choosing a photographer, ask as many questions as necessary until you are comfortable with the terms of his or her business.
A great photo is the result of impeccable planning, the right team and the proper usage of the final piece. If you are planning a photo shoot and would like some professional guidance, contact your account manager at Advent Creative. Our experience getting the shot just right for many clients and our network of professionals can help you on your next project. Feel free to give us a call for consultation, planning or complete execution of your shoot.
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