While there are plenty of posts on Video Meeting Etiquette out there, much of that advice is painfully obvious. (Pro tip: You know it’s painfully obvious advice if the words “you moron” perfectly complete the sentence. Like this one: “Unmute before you talk.” See what I mean?) As the pandemic wears on and it’s clear that video meetings are here to stay, it’s time to go a little deeper.
Google “video marketing” and you’ll get—as of this writing—2.63 BILLION hits. That’s way more than Kim Kardashian (266 million), weed (382 million), Donald Trump (1.4 billion) and, surprisingly, porn (also 1.4 billion).
Books, articles and videos (and more videos) offer you “21 Video Marketing Tools” or “5 Super Secrets” or “8 super-successful tips” every video marketer should know, all of which revolve around data manipulation: jacking your view count, tracking prospects, a/b headline testing, the latest changes to the YouTube algorithm, and reams and reams on Search Engine Optimization schemes.
Scrolling through this mass of information, you could be forgiven … Read the rest
How do I know if I’ve shot enough footage? I hate to waste money and time, but I’m nervous I won’t get what I need for the edit.
PS: Absolutely love your book! I’ve read it cover-to-cover twice now and starting my third time through.
Directors always shoot more than they think they need. Which means some of it will always be wasted. That’s how it’s supposed to work. It’s so normal that there’s even a name for this waste. It’s called the “shooting ratio” and it simply means the ratio between how much footage goes on screen, … Read the rest
I do a lot of speaking and consulting on video, but by far the most rewarding is teaching I’ve done almost every year since 2000 at Summer Stars Camp for the Performing Arts. This is the camp’s 20th Anniversary and I’ve managed to attend 17 sessions, teaching music video classes to 12-17 year-old disadvantaged kids from New York and Boston who pay nothing to attend. Much of my book comes out of my work teaching those kids.
(I’m also on the camp board, so now must suggest that you donate at www.summerstars.org)
The first step in creating a … Read the rest
This week a post on Linked-In reminded me that all good video must “ask for the order” and contain a clear “call to action.”
This concept was, as far as I can tell, invented by someone in an ad agency, maybe in the ’80s, and repeated enough that many people take it as gospel. The idea is that your marketing video must tell the customer exactly what you want them to do, and then request that they do it.
Thus a TV commercial that includes the magic phrase “Buy a Toyota tomorrow and save $200!” is presumed to be way … Read the rest
Our new digital series for Comedy Central, Gnarnia went up on Youtube last week. It’s about 4 guys in a heavy metal band who live together behind a used record store in Los Angeles, who’ll do just about anything to avoid growing up.
We took it to several networks last year. The pitch included a very funny sizzle reel (a 4 minute demo of the project) and an explanation of our plans for the show. The quick pitch was “stoner Monkees”, which caused everyone in the room under 45 to go “Like, actual chimps?” (If you don’t know the Monkees, … Read the rest
You write a lot about movies, home video, story, etc. It’s all great, and I use it when I shoot stuff. But I need to convince my company to do better marketing videos and I’m not shooting those.
-Jackson D., Denver
The only thing worse than shooting awful marketing video is paying someone else to shoot awful marketing video for you.
Critical in this age of video overpopulation: A crash course in video literacy for companies. The more you know about how video really works, the less likely you are to waste money and time on something nobody … Read the rest
Throughout your book you talk about cutting, trimming, deleting, editing until you’ve removed all of the bad, redundant, boring parts of your project.
What happens when you cut out all of the bad stuff and then you realize that you don’t have enough good material to complete the project? Are there strategies to make sure you shoot enough great material to edit?
It’s too late to fix my first project (a music video), but I’d sure like to make sure it doesn’t happen on my next one.
Knowing how much to shoot may be the second biggest issue a … Read the rest