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This is another installment in our series on preparing videos for use on the web. Mobile and regular web browsers are increasingly expecting to find video on your blogs and websites. Video marketing, done professionally, can really help you market your business online. Is all of this free? What skills do you need? What new companies offer helpful services? We’ll examine these and other questions as we take a look at the fast emerging world of online videos.

by Scott Frangos

One of the exciting things about the online video revolution is that you can do it yourself using modern equipment that used to cost a small fortune, not too long ago. To get a good result, though, there are principles of video filming and post-production that are timeless. Let’s take a look at how Michael Lofton and his son created a video to help their associate get exposure on YouTube and market his Musician’s Music Theory Reference Guides.

I’m somewhat fortunate enough to have had a radio dj background… Now, the camera is another deal, so I had to really try to act visually as comfortable as my verbal chops. It can be and is an un-nerving feel for most of us not having any exposed media experience.

First we’ll look at the video they produced and then we’ll hear from Michael about how they did it, how long it took and some of his methods and tips. As you look at the video consider five key points that make this video work well:

• The interviewer (Michael himself) is prepared and asks relevant questions in a natural manner
• There are two cameras used and the “over the shoulder” shot helps the viewer understand the product
• The sound in the video is easy to hear
• The scene is very well lit
• The “post production” editing work skillfully blends the two different angles together at key moments in the video

Here’s the video, “embedded” from YouTube (YouTube gives you a snippet of code to do this — no plugin needed in WordPress):

Is it rougher than experienced professionals might do? A little. Does it cost less? Yup. And, does it present the product so you can understand how it can help you? Yes. Does it look better than a lot of amateur efforts? Yes.

The Interview — Learn the Technique

I asked Michael how he did it, and the first thing he explained was that he wanted two cameras, preferably under $400, but he wanted “external sound,” and found that the Canon ZR800 supported external microphones.

Scott: How did you decide to use two cameras?
Michael: Actually, other than watching and observing existing film and commercial work, I had the opportunity to apply this same technique with years of audio recording exposure. You see, similar to separated inputs from microphones, one gets the same with camera angles, that of… coloring their work, giving it depth, allowing for a break in routine. And, as you mentioned… a way to secure that documentary feel. And, besides… the producer [you] must keep in mind that not everyone in your shot understands the dynamics that will take place in editing, regarding all cam angles and audio to ‘choose’ from.

Scott: Did you plan out the questions?
Michael: Yep, indeed… There was a fair amount of time in the development of the questions and the actual flow of the delivery. I used an outline from their website, history of the product, which products and which parts of the products were considered. The actual questions are a lot like writing a sales page. Bullets are essential… especially for glancing at while filming.

Scott: The interviewer (you) seemed well prepared — what other prep did you do?
Michael: I’m somewhat fortunate enough to have had a radio dj background. I do a weekly Jazz show and along with being a part time musician, have become comfortable with a microphone. Now, the camera is another deal, so I had to really try to act visually as comfortable as my verbal chops. It can be and is an un-nerving feel for most of us not having any exposed media experience.

It helps to have your bullet points as notes and the understanding of locations of your audio and camera placements. Actually, in this day and age of video, it’s easy to review and critique ones-self. And, after a few times you’ll see where your (any) shortcomings are and improvement comes with every new shoot.

Scott: How much time to you think the whole process (prep, shooting, editing, post production) took?
Michael: Well, if you add all the elements you mentioned, I’d say the average start to finish for each segment is probably 7 to one. Meaning, a final edited piece of 5 minutes will take almost an hour. We had two hours of footage, I’d say 15 hours all inclusive was about right.

Scott: Any other thoughts or comments on advise for folks?
Michael: Sure… pre-production are mind games. You ponder on ideas of camera angles, mic location(s), lighting requirements, sets and set-up. Having a good idea how editing will affect your pre-prod concepts allow you many advantages ahead of the actual shoot. Now, this is not to take away from casual, in the moment footage… You know, like catching something on the cam that can be used for fills, or even the bulk of final editing. Similar to sound… the best stuff can come at any time… keep the camera(s) and audio rolling as much as possible.

Besides, lots of footage gives you lots of editing material, which can last you many moons for your future marketing deliveries.

And keeping it rolling also mean be in the ‘record’ mode for both audio and the camera. I’m sure must of us had those times when we thought that we captured some really cool stuff, only to find out later that the record button wasn’t set.

As mentioned earlier, lights baby. It’s better to bring in more lights than might seem necessary. we used two banks with 4 - PAR cans, along with all lights in the office environment on. We had a total of 12 lamps going for this filmage. Each contained an equivalent normal incandescent wattage output of 150wt (yet, CFL bulbs where used) in the kelvin output range of 5500 degrees.

This brings another interesting point. If you lack the lighting at the time consider manually ‘over-exposing’ your work. It’s something that we also wanted on the camera and it comes in handy for such occasions with poor lighting. Regarding music overlay, there are lots of sites on the market that provide free/stock music, as long as your give credit on your piece.

Thanks Michael! By the way, if you’d like to consult more with Michael about video, and his specialty — Social Marketing Strategy — you can reach him at michael [at] customercounts.com.

Tags | blog, blogs, business online, camera, marketing, music theory, Musician, plugin, post-production, segmentation, segments, video, video marketing, video revolution, video work, YouTube