In a recent interview with Fortune (which you can view here), Vice President for Facebook in Europe Nicola Mendelsohn made an extremely bold prediction: Within five years, Facebook will be almost entirely video. One of the biggest reasons she made the claim was due to the explosion of live video on the platform. Of course, there are other key reasons, too.
There’s power in this little logo.
Snapchat is a popular mobile app that lets users take quick pictures or videos and share them with their friends. After a little bit, these posts disappear forever. Even though just about everybody has heard about Snapchat at this point, many businesses have ignored it. That’s a huge mistake. Snapchat is gaining popularity quickly, especially among younger demographics. While many teenagers are using Facebook less than ever, Snapchat has become the most popular mobile app among them. Additional studies also predict that Snapchat is poised to become more popular with older demographics as well.
Interviews are a key component of any successful corporate video campaign. You can interview your own customers for referrals or as a case study. You can interview industry experts to highlight the benefits of your company and position it better. You can also just interview your own employees to discuss specific features or key differentiators. Any of these will generate terrific content. The trick is sprucing up the standard, boring footage itself.
Here are nine techniques and strategies you can use to add a bit of flair to your interview shoots, making sure they’re as effective as possible:
One of the most difficult challenges of shooting an interview is that it’s a static shot. You’re focusing on a single person speaking directly to the camera. It often produces great content, but the footage isn’t especially exciting. That’s why sliders are great for interviews. By subtly moving the camera, you can add drama and pace to an interview. It draws viewers into the footage without being too distracting or gimmicky.
2. Strategic Distancing
Whenever possible, you want to position your subject right in the middle of the room. Windows or doors will let in light and distort your shots. Shooting right next to a wall or backdrop has problems, too. If they’re right up against them, they’ll cast shadows which will distract your audience. It also prevents you from being able to use selective focus, which is an important technique to make the subject pop in the footage. For best effect, you want to shoot as close as you can to the subject while keeping the background as far away as possible.
3. Talent Checklists
You want to carefully control every aspect of the interview, and that includes the people you’re interviewing. Give them all the information you can beforehand to ensure that they’re adequately prepared and don’t encounter any surprises that leave them off their game. Provide them a checklist that explains how they should dress, what they’ll expect, and the type of information you’ll be discussing. Finally, make sure to include contact information should they have any questions or concerns. The more you communicate with them prior to the interview, the smoother everything goes the day of your shoot.
4. 4K Quality
The editing process for interview footage is slightly different than other shots. You often need to find a natural cutting point which simply doesn’t exist. When you have footage shot in 4K, this isn’t a problem since you can easily zoom in to create a natural cutting point, or even create a high-quality still shot. 4K is usually a bit too much for most video shoots, but the flexibility it offers you in the editing process makes it quite valuable for interviews.
5. Picky Casting
It’s simple but easy to overlook that the star of an interview video is the interviewee. If they’re not charismatic or a strong speaker, the footage will simply not be very compelling. Don’t interview anybody and everybody that volunteers. Pick up the phone and have a brief chat with any customers or industry experts that you’re thinking about interviewing. If it’s an internal employee, feel free to briefly shoot them during a casual conversation. You might end up hurting somebody’s feelings, but a strong video is the only thing you need to worry about.
6. A Third Camera
Using two cameras should be your standard for shooting interviews. If you only have one angle, you won’t have any options for cutting shots with new vantage points, making for a less engaging result. If you have the opportunity, using a third camera will provide even more opportunity.
Ideally, your third camera will be for taking risks that you wouldn’t have the luxury of trying with only two cameras. You should either have it shoulder mounted or moved regularly in order to grab plenty of different angles and shots. The result will be a much more engaging and exciting video post-editing.
7. Slow Pacing
It’s hard to dive right into an interview. People without much experience on-camera will be intimidated and nervous at first. Even an experienced interviewee will need time to build a rapport with the interviewer. When you first start shooting, take it slow. Ask filler questions that are unlikely to produce usable footage, saving your best content for last. This way you’re not hitting the important stuff until the interviewee is relaxed and in the zone.
8. Sound Equipment
Cameras and other video equipment tend to be more glamorous, but nothing is more important in interviews than sound quality. No matter what your budget is, you need to make sure you use either boom or lavalier microphones. Have a crew member dedicated to monitoring audio quality throughout the shoot. Avoiding echoes, distancing, or other audio problems instantly improves the overall quality of your interview.
9. Shoot Everything
Even an experienced interviewee conducts himself slightly differently when they believe the cameras are rolling. Once you officially end the interview, make sure that the cameras don’t stop rolling. You’ll usually get great sound clips and footage from these moments since the interviewee will be completely relaxed and at their most natural. Just make sure that you have permission to use all footage, and not just the interview portion.
By following the tips and strategies outlined above, you’ll have no problem shooting terrific interview footage. Without the right crew, however, it’s a whole other story. If you need help finding the perfect crew for your next video shoot, whether it’s an interview or not, make sure to reach out to us here at Crews Control. Get started today by clicking here for a free quote..
YouTube is not just one of the biggest video sources on the Internet; it’s one of the biggest websites on Earth, and one seventh of the planet visits it every single day. That’s a huge resource for companies, but by the same token, it’s a tough site to get attention on with millions of minutes of video uploaded every day. How do you compete?
Disable Any Advertising Features
You generally only have five to ten seconds to capture your audience’s attention … but depending on what features you’ve enabled in your account, YouTube might burn those second on an ad it inserts before your video. Or it might insert a banner ad underneath, distracting your audience. You’re not using YouTube to promote someone else’s business; as much as possible, disable advertising and let your viewers focus on what you want to tell them.
Be Detailed In Your Metadata
If you’re using YouTube, remember that it’s a Google product. And Google loves nothing more than precisely classified content. So make a point of filling out every field with detailed information. Pick a handful of tags that make the most sense, and write up an accurate description with plenty of detail. If you’ve got an SEO expert, run your metadata by them and craft it as necessary. Similarly, choose the best possible thumbnail for your video. If it’s not particularly action-heavy, go with a close-up of a face. Humans have a deep-seated reaction to faces.
An important point: Don’t try to “game” Google. The company is very familiar with attempts to try and fool its algorithm, and much of what’s out there is little more than speculation. You can’t beat Google: Join it instead.
Use The Tools YouTube Provides
There are plenty of different tools you can use when you upload to YouTube, ranging from links in the description to detailed annotations you can put into your video. Annotations in particular are incredibly useful, as you can insert links, ask questions of your audience, and otherwise engage with them. It makes your video interactive and draw in viewers. And, of course, get them to share your video with their friends.
Put It On Social Media
One of the more useful functions of YouTube is that it interacts well with social media: In many cases all you need to do is insert the link into a post and it automatically puts the video on your webpage. That’s useful for more than just saving you time uploading a video; it also allows you to take the “friction” out of watching your video. Any webmaster will tell you that the more clicks it takes to get your audience to do something, the more reduced your audience will be. Posting to social media and having the video load there will allow your audience to watch with a minimum of clicking, and means you’ll get more attention.
Audience First, Audience Last, Audience Always
Finally, always keep in mind who you most want to watch this video. Whenever you’re faced with a question you’re not sure about the answer to, whether it’s a tag to use or which category to file your video in, ask yourself what your audience would look for. That’ll lead you to the right choice, every time.
Leaving an astounding video legacy is no easy feat, especially in the automotive industry. Every year, consumers witness commercial after commercial, vying for their attention, and their brand allegiance. So how does an automotive company manage to capture their audience’s attention and leave a lasting impression? Here’s a few memorable examples.
1) Ford F250 vs Chevrolet CK – 1987 test
Your product can be a metaphor for your company. In a battle of brawn versus brawn, Ford released an ad in which a Ford F250 flexed it’s power lugging a Chevy up a mountain. Chevrolet called Ford’s bluff and responded with their own video, depicting a Chevy truck pulling the mountain the Ford climbed in the previous ad. This back and forth competition drew attention in the media by making their rivalry headline worthy and showed consumers what their vehicles were capable of in a friendly, cheeky way.
In an area where Reaganism ruled and patriotism was prominent, both companies knew exactly how important strength, reliability and a thick skin were to the American consumer, and how to make their trucks metaphors for that.
2) Mazda’s ‘Zoom Zoom’ – 2000
Know your demographic. Or better yet, their generation. Mazda’s ‘Zoom Zoom’ ads were fun, catchy, and gave consumers a repetitive catch phrase that integrated itself into early 2000s pop culture.
It was memorable, mainly because it was so heavily associated with the atmosphere of that generation. Stylistically, it had similar aesthetics of mainstream music videos at the time. Understanding your target market and what appeals to them is essential, and these days the obstacle is doing that for under 5-10 seconds online.
3) Kia Soul – 2014
Get with the pop culture trends. No one can deny the cute critter craze sweeping the globe online. Everyone has watched a cat video or two on YouTube, and Kia is no stranger to their popularity. While they didn’t use cats as part of their marketing campaign, they integrated a group of adorable hamster characters driving their Soul model and scored it with music by the likes of Lady Gaga, Maroon 5 and even Gangnam Style.
Through the course of the ads, the hamsters transform into ‘superstar’ versions of themselves, with the car being the responsible factor in each transformation. Creating a series of ads gave viewers something to interact with on social media as well, and allowed them to engage in a story line with minimal commitment. The marketing worked, and the ads were incredibly memorable.
There is no doubt that some car commercials can be considered works of art. But sometimes the art isn’t in the aesthetics of the ad, but in the message conveyed behind them. That is what leaves behind a legacy via video.
So the question is, what will your legacy be? The first step is your crew. Look no further than Crews Control. They provide the people with the right skills and sharp minds to help craft memorable and culturally significant videos for your company.
Start your legacy at http://crewscontrol.com/services/how-we-work
You know that video testimonials are crucial for business. Your boss doesn’t. So how do you convince them that increasing the budget for video is an investment that will pay off? Here’s some ammunition you can use for your argument.
Put a Face to the Name
Faceless companies are a deterrent; people need businesses they relate to. One of the best ways to create that connection is to have actual human beings speaking on your website. Clients will see themselves in past client testimonials, and understand their needs and sympathize.
This makes your company more approachable, and gives you credibility that many of your competitors’ websites are lacking. It should never be a mystery as to who the people are behind the company and who their past satisfied clients are.
Text is Boring
Videos do the opposite; they’re engaging, and (if written correctly with smart marketing) can entice an active response from your audience. A call to action is an invitation to engage with your business.
Having compelling visuals via video increases brand awareness, and spreads the brand’s message without being obnoxious or overwhelming. The more creative, the better.
Video gives you shareable content that is interesting. No one is going to share a chunk of text on Facebook or Twitter, let alone read it on their timeline, but they will be more inclined to share a short, compelling video.
In the fast paced turn-around time of internet culture, concise videos have a stronger chance at becoming viral than any other form of online media.
This not only gives you content that people will watch, but increases your Search Engine Optimization, and you may even score a few dollars on YouTube views if your videos are marketed successfully. They will become a resource to use on all social media platforms, your website and at trade show booths, where they’ll grab peoples’ attention and get them talking directly to your employees in person.
Pull in More Than Just Clients
The word ‘investors’ may help sway your boss! Client testimonial videos are essentially proof-of-concept videos to potential investors that makes it very loud and clear that your business is a successful and profitable one.
Investors want to see where their money is going, and sending them client testimonial videos will help sway them into opening up their wallets rather than shutting the door.
If all goes well, you’ll be looking to hire a crew soon to shoot your videos. Give Crews Control a call! They’ll send professional crew members your way and help manage all of the details pertaining to the production. Find out more at www.crewscontrol.com.