OPTIMIZING VIDEO FOR SOCIAL MEDIA
We have always delivered finished productions in several different formats (DVD, WMV, HD-WMV, etc), but lately we’ve expanded our deliverables to include versions of finished programs that are optimized for posting on social media sites like YouTube, Facebook and others.
We optimize a video production’s performance using different techniques depending on the hosting site, application and content. Here are a few examples of how we optimize video for social media:
Render content in formats best suited for the hosting site’s compression system
Apply additional processing and color correction to enhance playback performance when streaming
Divide the production into several smaller clips so that the content scores more positions in searches
Create trailers and other short play videos that use portions of the full program that will generate more interest in the production
Does it work? We definitely improve our clients’ hits, but we can’t find much conclusive evidence out there that proves social media actually delivers any revenue in business to business marketing. It can improve awareness, which has great value, but that may be the most it is capable of. As networks become more diluted with people and companies trying to build ever larger networks, the value of membership in any network fades. A document called “Social Media Marketing Industry Report” along with some other interesting information is here.
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GREEN SCREEN – USEFUL TECHNIQUE / VISUAL DECEPTION
We’ve all seen weather reports with a meteorologist magically appearing on top of an animated map and forecasting weather trends. This technique is commonly referred to as “green screen.” Behind the presenter is a solid green or blue (most any color could work) background that is replaced electronically with another image.
The technique of green screen compositing or chroma keying is returning to popularity in industrial/corporate productions once again. It can be a visually impressive and extremely useful effect, but only in specific types of applications. Adding a background that wasn’t really there may look slick, but it can be interpreted by the audience as deceptive. Even the most dimwitted of audiences are sophisticated enough to recognize a green screen video composite and know it to be a trick. So, when is the effect appropriate and when is it a mistake?
When a person is addressing the camera replacing the background with visuals that reinforce the message of the video makes sense and can add visual appeal. Also, adding an on-camera presenter to a virtual environment electronically can be an effective, economical way to make the presentation more captivating. In this type of application, with a presenter addressing the audience directly, the effect is useful, adds value, and is usually well received by audiences. The key qualifier is that the person on-camera is the messenger rather than part of the message.
When a person isn’t addressing the camera, as is commonly the case with interviews, the person on-camera IS part of the message. Replacing an interview subject’s background can compromise the subject’s credibility, especially if the background is animated. The audience can easily be distracted by the visual deception and will likely conclude, “If the background isn’t genuine, perhaps the subject isn’t either.”
Think about it. You’ll never see documentaries or news magazine style programs like 60 Minutes, Frontline, 20/20, Dateline NBC or any of the interview based programs on CNN, the BBC or other news media shoot an interview on green screen. It never happens, even though shooting on green screen is far cheaper and simpler than the dramatic, professional looking interview lighting normally found in those programs. 60 Minutes, Dateline and some of the others do use green screen to shoot all of their on-camera story introductions, just never with interviews. Those accomplished professional communicators choose not to because the results just aren’t credible.
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DWI DOCUMENTARY IN PRODUCTION
Texas Pictures has started production on a documentary about the issue of teen DWI. Yes, this kind of production has been done before, but this project is unique in that it specifically targets teens as the audience rather than parents. We’re even assembling a local group of high school teens to serve as an advisory board to help keep the production focused effectively on our target audience.
The production will include interviews with a wide range of people whose lives have been touched by this tragedy, as well as law enforcement, judges, prosecutors and others devoted to fighting this crime. Our plan is also to bring the impact of this crime to the audience with scenes from car crashes, hospital emergency rooms, jails and perhaps cemeteries.
We’re always looking for input on this project, so if you have any ideas, suggestions or other comments about this topic we’d love to hear them. We feel extremely fortunate to have been entrusted by the City of Houston to create something that addresses such an important topic and we want to hear from anyone who has something to contribute.