10

Native Video Project Description

Background

In this unit, you will create a branded video utilizing the brand voice created during the brand identity project. One of the most important strategies in content marketing today is video. The platforms of distribution for video content online have continued to shift. Facebook is getting more daily minutes watched than YouTube, Snapchat's daily views are now in the billions, and video on Twitter has taken listening and one to one branding to a whole new level.

The video you create should sell your brand. The video may be entertaining, educational or emotional. It should not feel like a hard sell. Social advertising generally feels like normal content, with just a hint of a brand attachment. Like we have learned this semester, it comes down to the content of your video. Also remember, native videos are first viewed without sound and therefore should use subtitles.

A video is not a slide show of photos. The project needs to be moving images, and not just photos with a kens burn effect.

(Transcript of Native Video Project Overview Video)

Project Components

Script

Any video is better when it has a little bit of a story behind it, and what’s the best way of creating a little story? You got it – by writing it down. Writing a script will also make your video more organized. You get into that planning mood where you are 100% thinking about what is the purpose of the video. You get to sit down and think about what is the message that you want to communicate and what is the outcome you expect to get.

The first thing you want to do is to break the video script into different sections or chapters if you will. Any video script should contain at least these 3 sections:

  1. The Hook
  2. The Body
  3. The Call To Action

Story Board

A storyboard is a piece of paper with boxes drawn on it that show how every shot in a marketing video will be visually represented. Shots can be quite elaborate creations or simply rough sketches. The purpose is to outline each shot to see how to help the director, the camera person, and the editor put the video together. Sometimes, the storyboarding process is used to flesh out the concept into more tangible action shots before scripting. Sometimes storyboarding comes first, and sometimes scripting comes first. The storyboarding process may be easier for you to complete if you think more visually than just words on a page.

Do not skip this step or shortchange it. Storyboarding will save you time when it comes time to filming.

Shot List

A good shot list maximizes shooting time and limits downtime across all departments. In this post, we lay out the essentials of a shot list, and provide the only film & photography shot list template you’ll ever need, free.

A shot list is a full list of all the shots that are part of your film, with minute information for each of them. Creative shot choices aside, it’s easy to forget that a shot list is a strategic document. Creating a shot list is essentially like creating a shooting gameplan for the day.

Music

Music needs to be added to the native video. Music can greatly enhance a video by evoking impactful emotions. Illegally obtained music is the quickest way to get your videos removed from social media. This means you need to use music where copyright license has been obtained. You can do this by using music from stock sites, using sites which provide music with the proper licensing or by contacting the artist.

Things to look for when shooting

Post Production Help

Native Video Final Week

Due Dates

First due date

Develop the following and post to our Facebook group:

    1. Rough Cut (NEW)
facebook_discussion#1 is due by the FIRST due date as your initial post on the course Facebook group

Second due date

Step 1: Respond to your class mates Facebook posts and leave a comment to at least three classmates posts which adds value. Give quality feedback, not just "great stuff" or "this is amazing." Your feedback should be a critique on the items produced and not on the individual.

Step 2: Put together a multi-page PDF and submit it on ILearn.

What to Submit on iLearn

After you have made comments, you will collect screenshots and create a PDF to be submitted on ILearn with all of the following:

    1. First and Last Name
    2. Section, semester and professor
    3. IPPIE Plan
    4. Script
    5. Storyboard
    6. Shotlist
    7. Rough Cut - screen shot of your expanded Facebook post comment
    8. A screen shot (from Facebook) of each of the three comments (expanded view) on a classmates post (NEW)
    9. Final Video [submit link to youtube or vimeo] (NEW)

Name it firstname_lastname_week10.pdf

#1-9 are due by the SECOND due date in I-learn as a PDF