Video

Looking Behind the Camera at the Video Production Team

Video and visual storytelling are “in.” Before you jump in, you should understand what it takes to produce a professional video that will represent your brand and tell your story authentically and effectively.

Video and visual storytelling are “in.” Before you jump in, you should understand what it takes to produce a professional video that will represent your brand and tell your story authentically and effectively.

Producing a video is a team effort. But many times, clients don’t know what each team member does, or even what kind of help they need. So, here’s a guide to the key players on a video team, and the role(s) they play in the production.

Videographer: (Also called camera operator, photographer, director of photography)

This is the person with the camera, lights and equipment. He/she is responsible for capturing the visual images used in a video. Some of the necessary, and unseen, duties the video photographer is responsible for include: 

  • Scouting potential filming locations;

  • Lighting interviews and filming locations;

  • Operating specialized camera equipment such as a dolly, slider, jib, pole cam and drone;

  • Setting up audio and microphones for interviews (including shotgun and lavaliere mics);

  • Monitoring audio during interviews;

  • Conceptualizing interesting ways to film a subject, product or idea.

Producer:

This person is the conductor of your production. He/she oversees all aspects of the project, including but not limited to:

  • Budgeting;

  • Scheduling;

  • Hiring the video team;

  • Story mapping;

  • Story production;

  • Interview preparation and conducting on-camera interviews;

  • Assisting the video team during filming;

  • Reviewing raw footage and interviews;

  • Project management;

  • Script development and/or scriptwriting, if voiceover narration is needed;

  • Auditioning and hiring professional actors and professional voiceover talent, if your production calls for that;

  • Logistics;

  • Permit acquisition (if filming in public spaces);

  • Issuing waivers;

  • Booking out of town travel;

  • Working with the video editor to make sure the client’s vision is clearly communicated in the finished video. 

  • Also handles coffee and lunch runs for the crew.

Editor:

This person weaves together the raw footage, interviews, voiceover narration, motion graphics and animation into a cohesive video that reflects a client’s key messages. Editors are responsible for:

  • Selecting music;

  • Selecting interview clips and b-roll footage;

  • Resizing still photos;

  • Color correcting footage;

  • Selecting effect transitions;

  • Creating 2D and 3D animations;

  • Editing audio to remove clicks and pops;

  • Exporting a video file for Internet use.

Many videographers are also accomplished editors and are involved in the creative process from the beginning, which can help streamline the production process. Whomever you hire to edit your video must be proficient in editing software such as Premiere, Avid or Final Cut. 

Now that you know the players on the video team, let’s crunch some numbers.

It takes an average of 8-12 weeks to produce a three-to-five-minute video, and around 90 hours to produce the project professionally. If you divide the number of hours by three (for videographer, editor and producer), you’re looking at an average of 30 hours of work required for each team member. Based on that, these are the questions you need to ask:

  • Do you have a producer-videographer-editor team in-house that you can free up to produce your video? Can you get other staff to take on the additional 90 hours of work that your in-house team can no longer do because they’re working on your project?

  • If you have experience as a producer, do you have an additional 30 hours of unpaid time in your schedule that you can devote to working with an outside videographer and/or editor to produce a video? 

  • If you’ve never produced a video before, would you even know how to approach such an undertaking? 

  • If your specialty is filming and editing, would you be willing to devote hours of unpaid time to learn the production part of the process?

Once you determine how much time you’re willing to commit to producing a video, you can figure out the financial investment you’re willing to make.

Generally speaking, a videographer/editor will be less expensive than a producer/videographer/editor team. Occasionally, you can find “one-man band” video pros – people who can film, produce and edit. If you want to keep costs down, hiring one person who does it all might be a good fit for you. The producer-videographer-editor team would be on the high end budget-wise because you’re paying for producing expertise. But if you’re someone with little time to spare, paying a higher fee might be a good trade-off because of the time you save by not having to be so hands-on during each phase of the project.

Whichever option you choose, base your decision on the amount of time you’re willing to devote to the actual production of a project, as well as your experience in the nuts and bolts of video production.

Holly Paige Photo.jpg

About the author:

Holly Paige is a story consultant and video content creator based in Portland, Oregon. She produces videos for businesses and organizations that want to tell their stories and tell them right. Visit: www.waveonegroup.com

 

Internet Deserts Text in Favor of Video, Audio and Animation

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

The internet has swung from text-heavy to video, audio and animation. Have you kept pace or are you becoming a dinosaur when it comes to reaching your audience where they are watching?

Audio and video content are rapidly overtaking text as the internet converts into a dominantly visual media. Unless you aspire to become a modern dinosaur, take note.

Apps, podcasts and YouTube videos are supplanting web pages and blogs. Mobile devices have morphed into broadcast cameras and digital editing booths. Videos attract the most views on Facebook, Twitter and Instagram. Online gaming is ubiquitous.

But the trend runs far deeper. Realtors, among others, employ virtual reality to allow homebuyers to scout potential houses. Apple iPhone X recognize your face. Digital assistants obey verbal commands to surround us with our music playlists or uncover long lost recipes.

It shouldn’t be surprising because pictures have always spoken louder than words. Ex-presidential secretary Ron Porter’s record of spousal abuse was known when he was appointed, but didn’t become a disqualification for employment until pictures surfaced showing an ex-wife with a black eye.

A special edition in The New York Times recalled the internet began as a text-heavy communications channel. That was all the bandwidth of the time could handle. “Suddenly the script flipped,” wrote Farhad Manjoo, “Now it’s often easier to communicate through images and sounds than through text.”

Imagery pairs better with shorter attention spans – and with our intrinsic ability to see first. We remember more of what we see than what we hear or read. That’s just how our brains are wired.

Wider availability of audio and video editing tools means more people, especially more young people, are familiar with constructing visual and audio content. That influences and informs audiences to expect information packages with a higher degree of presentational values. Visual communications usually dress up better than text.

What you can’t photograph or capture on video, you can animate. Cartoon characters, special effects, visual origami and out-of-this-world imagery can captivate. Animation tools are increasingly available to ever younger designers. The art of animation also continues to arc closer to the science of computer technology.

Online advertisers are following the crowd, spending more resources on video, audio and visual content. Why not with stats like this: YouTube says viewers in 2017 watched 1 billion hours of videos, averaging two hours per day. About 70 million Americans listen to five hours of podcasts per week. More than 800 million people use Instagram for 30 minutes a day. Netflix plans to invest $8 billion and Apple $1 billion in original content.

The #MeToo movement has shown once again how powerful a social media hashtag campaign can become. President Trump parlayed his often audacious and politically incorrect Twitter feed into an election victory by rallying and activating a base of supporters. 

There are societal casualties. There are rising fears of online addiction. The line between fact and fiction, reality and alt-reality has been blurred, much like George Orwell predicted in his dystopian novel 1984. Images can easily be doctored, challenging viewers to detect whether what they see is real or fake. Virtual “reality” could take false imagery to a whole new level. But those challenges exist in text, too. Think Mein Kampf

All this should be enough to convince you to get busy about video and audio content. Right? Right.