Check out these best-practice tips on how to improve video shooting, editing, and sharing.
By Melanie Padgett
We all have our favorite online videos, whether you’re
partial to kids doing the latest dance craze, cat bloopers, or unbelievable
basketball shots. Such videos have racked up millions of views, but going viral
may not be the best goal for your association videos. Instead, you want to get
your videos in front of the right audience.
Video content is all about engaging your audience—it helps
build your brand, improves your search engine results, and gives your audience
something to talk about online.
By 2015, 62 percent of web traffic is expected to be video,
according to Michael Wolcott, lead producer of television and online video at
McMurry/TMG. During Association Media & Publishing’s January Lunch &
Learn, "The Unbreakable Rules of Video,” Wolcott took questions from the
audience about how to get started with association videos, improve shooting and
editing, and share videos with members.
He presented six ground rules to keep in mind as you begin
Have a clear purpose.
Create for people, not job titles.
Remember that distribution is your friend.
Embrace production basics.
Measure and improve.
Steal from everywhere.
Wolcott offers several shooting tips to make your videos
look more polished:
80 percent close-up and only 20 percent wide. "People tend to shoot wide,
but really, most of the action is up close, most of the emotion is up close,” he
forget interesting angles. When conducting multiple interviews, shoot
everyone from different angles, which will give you more options during
variety. Stay away from shooting and editing only "talking heads.”
extra footage. Be sure to get a lot of "B-roll,” supplemental footage that
can be edited in between the interviews. Even if you don’t have a lot of
creative options for B-roll, you can film the person working at a desk or
walking down the hall. You can also purchase B-roll online.
feel the need to hide the mic. "It’s OK to break that fourth wall and show
the mic,” Wolcott says. Even "60 Minutes” now pulls back in interviews to show
the audience the wide shot of the interviewer and subject, lights, and other
cameras. Plus, if you try to hide a lapel mic, you may hear rustling from the
shirt movement or a muffled sound.
forget the audio component. Remember: Audio is half of film. "Audiences are
much more likely to be tolerant of poor quality video than to be tolerant of poor
quality audio,” Wolcott says.
to pan properly. When shooting events—meetings, annual conference sessions,
or press conferences—amateurs tend to pan the entire room quickly. Wolcott
cautions against this: "Every shot is like a play—it should have a beginning, a
middle, and an end.” He advises you to hold the camera on a shot for 8–10
seconds, then pan to another spot in the room, hold the camera on that shot for
another 8–10 seconds, then pan again, and so on.
Good Editing is
Once you are ready for editing, you may think the hard part
is over. But editing is where you have the opportunity to be more creative and
spruce up so-so footage. It can be the most intense part of the process and is often
overlooked, Wolcott says.
Regardless of your chosen editing software, Wolcott
recommends watching how-to videos on YouTube to learn techniques and tips.
"That’s how I figured out half of what I do,” he says. "And there’s no better
training for editing than just doing it again and again.”
Finally, Wolcott points out that when you have a final
product, don’t skimp on the marketing plan. Create a YouTube channel for your
association to house all your videos. Showcase your videos on your homepage and
promote them through all your social media channels.
You may not be creating the next viral cat video, but you
can create videos that educate and entertain your audience, while enhancing
your brand and interacting with your members.
Melanie Padgett Powers
editorial manager for the American Congress of Obstetricians and Gynecologists.
Association Media & Publishing thanks Melanie for doing such a great job
covering this Lunch & Learn for members who were unable to attend.
Don’t miss Association
Media & Publishing’s upcoming cover story in Signature magazine on the rising power of visual
content. Signature is a benefit of
membership in Association Media & Publishing. Not a member? Learn more.