What Engages Audiences ? Ready on Set Useful Video ......74% of all internet traffic is video Ahman,...
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Ready on Set Useful Video Production Tips for Beginners & Beyond What Engages Audiences ?
Transcript of What Engages Audiences ? Ready on Set Useful Video ......74% of all internet traffic is video Ahman,...
Ready on SetUseful Video Production Tips for Beginners & Beyond
What Engages Audiences ?
Useful Video Production Tips For Beginners And Beyond
Matt Ehrichs, Multimedia Specialist A. James Clark School of Engineering
@mhehrichs
Gabe Unterman, Director of Multimedia Production
Strategic Communications
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University of Maryland (UMD2101)
A. James Clark School of Engineering
(youtube.com/clarkschool)
Behold….THE POWER OF VIDEO
● 74% of all internet traffic is video Ahman, I. The State of Video Marketing in 2018, socialmediatoday.com
● Viewers retain 95% of a message when watched on video, compared to 10% read in text Stafford, L., How to Incorporate Video into your Social Media Strategy, forbes.com
● Videos are shared 1200% more times than links and text posts combined Stafford, L., How to Incorporate Video into your Social Media Strategy, forbes.com
What Makes a Good Video?
Production Tips for Good Video
MOTIVATION
LIGHTING & COMPOSITIONAUDIO
COMPOSITION
● Rule of thirds● Types of framing (WAMCAP)● Depth
COMPOSITION
● Rule of thirds○ Creates a more balanced and interesting image.○ Avoids the center. Can be considered simple or
boring.○ Studies have shown that our eyes are naturally
drawn to key parts in an image.
COMPOSITION
COMPOSITION
COMPOSITION
COMPOSITION
● Types of framing (WAMCAP)○ Wide ○ Angled ○ Medium○ Close-up○ Artistic○ Point-of-view
WAMCAP
Wide Angled
WAMCAP
Medium Close-up
WAMCAP
Artistic Point-of-View
Depth
Good Bad
Types of lighting
Natural/Existing● Pros
○ Inexpensive○ Well lit windows are soft○ White board or paper
● Cons○ Can make people dark or
ominous○ Green hue or mixed
lighting○ Be careful of backlighting
Artificial or Controlled● Pros
○ High production value■ If you care, audience
cares.○ Helps avoid mixed lighting○ Compensate for
uncontrolled lighting● Cons
○ Expensive○ Needs some practice
Lighting Source
Natural/Existing Artificial or Controlled
White Balance
Sun or Exteriors
Look for this icon on your camera.
Blue on the color wheel
Artificial or InteriorsLook for this icon on your camera.
OrOrange on the color wheelGreen on the color wheel
Basic Elements of Good VideoAUDIO
“Sound is half of the experience”-George Lucas
Basic Elements of Good VideoAUDIO
● Music● Microphones (On camera interviews)● Sound Design
Music
Why is Music Important?● Sets the mood● Establishes setting● Creates emotion
MusicSetting the Mood
Music
Royalty-Free Music Resources ● Pay per track websites- Musicbed, Pond5,
Storyblocks, Audio Jungle● Annual Subscription - APM, Manhattan
Music, DeWolfe Music
MicrophonesShotgun Mic
Microphones
Shotgun Mic● Pros
○ Inexpensive○ No cables○ Easy set up
● Cons○ Roomy sounding audio○ Pick up extraneous sounds
Shotgun Mic Tips ● Subject needs to be close to the
camera.● Subject needs to talk in the
direction of the camera.● Only use in a quiet setting.
Microphones
Lavalier Microphones (Lav or Lapel)
Microphones
Lav mic● Pros
○ Great for recording dialogue
○ Easy set up○ Record high quality sound
● Cons○ Cables○ Aesthetics (Bumblebee
look)
Lav Mic Tips ● Do not mount close to sound
source.● Mount around sternum of talent.● PLEASE HIDE THE WIRE.● Avoid clothing friction.● Don’t be afraid to adjust the mic
if needed.
MicrophonesBoom
Microphones
Boom mic● Pros
○ Great for recording dialogue
○ Record high quality sound○ Mic is not visible○ Subject is free to move
● Cons○ Camera framing○ Extra equipment to carry
Boom Mic Tips ● Mic set up in slightly in front of
direction of subject speaking.● Mic should be as close as
possible● Wind screen for outside use● Don’t be afraid to adjust the mic
if needed.
Production Tips for Good VideoAUDIOSound Design Creating audio for something that you didn’t record or doesn’t exist. Makes the video “come to life”.
Examples:● Nat sound (environment noises, setting the scene)● Sound effects (transitions, movements)● Music (heighten the mood)
Production Tips for Good VideoMOTIVATION
What am I trying to show and why?This can inform:● Framing● Lighting● Audio● Editing decisions● Where the video will be posted.● Everything!
Production Tips for Good VideoMOTIVATION
What am I trying to show and why?● Context! Try to avoid
“wallpaper.”
Production Tips for Good VideoMOTIVATION
● From the still, what general topic is the interviewee discussing?
● Pick from A, B or C
Production Tips for Good VideoMOTIVATION
A. ResearchB. ComputersC. The score of the
Nationals-Mets game last night.a. 25-4...
Production Tips for Good VideoMOTIVATION
A. EngineeringB. AerodynamicsC. I’m hungry
Preferred Aspect Ratios for Social Media Platforms
YouTube: 16x9 FB/TW: 1x1 IG: 4x5 1920x1080 1080x1080 600x750
UMD Stock Footage REQUEST FORM: umdrightnow>For News Media>stock video footage and photography> stock footage request form
Student Life Academic Life
Campus Beauties Campus Aerials
What Predicts Engagement?
● Teaching Mobile Journalism in our Saturday morning certificate program.
● Researching audience engagement with digital content since 2005.
● Partnering with the Baltimore Sun and the USA Today Network for direct access to their audience metrics for analysis.
Define engagement.
What is your estimated average engagement time on the USAToday site this hour?
Social Media Engagement
What Predicts Engagement?Total Viewership
What Predicts Engagement?Total Viewership
What Predicts Engagement?Total Engagement Time
What Predicts Engagement?Engagement Time
What Predicts Engagement?Mobile Viewership
What Predicts Engagement?Mobile Viewership
What Predicts Engagement?Mobile Engagement
What Predicts Engagement?
What Predicts Engagement?
What Predicts Engagement?
What Predicts Engagement?
What Predicts Engagement?
What Predicts Engagement?
Three Types of Mobile Users
Your environment, time and type of interest determine the user type YOU are at any given moment.
Three Types of Mobile Users
Three Types of Mobile Users
Three Types of Mobile Users
THE P-I-C-K MODEL
● PERSONALIZATION Broad (situational) interest or specific (individual) interest?
● INTERACTIVITY (but not too much)
● COHERENCE (text) and CONTINGUITY (text with media)
● Avoid KICK-OUTS
Elements That Increase Engagement
“COGNITIVE KICK-OUTS”● A page of only text● Long video (> :30)● Auto play video● Too much interactivity (i.e. 20 links)● Broken Links● Jargon● “Generic” photos● Pop-up windows● ….many more
Elements That DEcrease Engagement
by more users for greater periods of time:
1. Use explanatory tweets, headlines (and if possible photos)2. Is your content of broad (situational) interest or specific (individual) interest?3. Always link to the key content and video4. For situational interest key content should avoid full pages of text. (Mix text with photos, videos and graphics if possible.)5. Avoid one long video clip. Use several shorter video clips.
For longer engagement
QUESTIONS?
