This document provides guidance on creating effective videos for the web. It discusses why online video is an engaging way to market to an online audience. It then covers topics like constructing video structure, using video tools like cameras and microphones, editing video, encoding for distribution, optimizing video discovery on platforms like YouTube, and legal topics like copyright. The overall goal is to help people understand how to create quality videos and share them online.

1. VIDEO for the Web
Tom Beach
@thatbeach
tom@thetoolboxinc.com
thenon-profittoolbox.com
Reiko Beach
@reikob
Monday, November 9, 2009

2. What we are going to cover
 Why put video on the web
 Constructing an effective video
 Video Tools
 Editing
 Video Samples
 Resources
2
Monday, November 9, 2009

3. SO… WHAT ARE YOU
GOING TO DO WITH THIS
VIDEO
AND WHY YOU ARE
MAKING THE VIDEO
 Online video is now one of the best
avenues to engage and market to an
online audience
 Online video enables you to reach a
huge audience for minimal
investment
Monday, November 9, 2009

4. VIDEO ENABLES YOU TO
COMMUNICATE A MESSAGE ON
MULTIPLE LEVELS VIA VISUAL
IMAGES, THE SPOKEN WORD,
MUSIC AND VISUAL TEXT.
Monday, November 9, 2009

5. VIDEO INCREASES YOUR
PRESENCE ON THE WEB
Monday, November 9, 2009

6. CREATES INBOUND LINKS FOR
YOUR WEBSITE (SEO)
Monday, November 9, 2009

7. SO YOU THINK YOU WANT TO DO
VIDEO…
 More than 100,000,000 videos on YouTube
 20 hours of video uploaded every minute
 More than 200,000 video publishers on
YouTube
 Amazon has millions of DVDs for sale
Monday, November 9, 2009

8. CONSTRUCTING AN EFFECTIVE VIDEO
Probably no one here is planning going to be
making the next Harry Potter video
Monday, November 9, 2009

9. CONSTRUCTING A VIDEO
 Ideal Video Length
 Web viewer’s attention span is about 2 minutes
ACT One ACT Two
(set-up) (punch line)
About 90 About 15
seconds seconds
Monday, November 9, 2009

10. BASIC VIDEOING TIPS
 Framing
Monday, November 9, 2009

11. BASIC VIDEOING TIPS - AUDIO/SOUND
Audio is the most important part of your video
So, use an external microphone.
Monday, November 9, 2009

12. BASIC VIDEOING TOOLS - CAMERAS
 Professional quality ($3000-$6000)
 Consumer models (HD’s runs
$800-1000)
 Make sure that your camera has:
 A compatible video format for your editing
system
 A port for an external microphone
 Get a tripod
 Camcorderinfo.com (resource)
Monday, November 9, 2009

13. BASIC VIDEOING TOOLS - Microphones
External microphones:
Basically you have a choice of
 Omnidirectional
 Shotgun
 Corded
 Wireless
Monday, November 9, 2009

14. BASIC VIDEOING TOOLS - Lighting
 Light is important
 Doesn’t always need to be
“professional” light source
 work flood lights are cost-
effective way to get the job
done
Monday, November 9, 2009

15. BASIC VIDEOING TIPS
- EDITING
 Most important from your
camera to your editing
system, you have to have
formats match.
 At minimum you should
 add some titling,
 create and brand your
beginning and end,
 take out mistakes or pauses
 and add your logo
Some editing systems: Imovie, Final Cut Pro (mac)
Avid, Premiere for PC’s and
online editing: Cuts or JumpCut
Monday, November 9, 2009

16. ENCODING FOR DISTRIBUTION
There’s YouTube & then
there’s You Tube
Make it sharable
 TubeMogul- distribute videos to multiple sites
 And Multiple ways for others to share your
videos
Monday, November 9, 2009

17. ENCODING FOR DISTRIBUTION
For the best quality video on line:
 Export to H.264
 Go for 2-pass high quality
 Don’t go below 3400 kbps or 3.4 mbsp
 Optimize for download not for streaming
 Audio 128 kbps
 Use 1280 x 720 for the size or resolution of
your video
Monday, November 9, 2009

18. TIPS ON GETTING YOUR VIDEO FOUND
 Remember: there are already over 100 million
videos on YouTube
 Make a “catchy” title – always add the word
Video to the title
 Just like your web site: add relevant tags
 Join a group or make a group
 Participate in the YouTube community -
subscribe, favorites, friends, comment
Monday, November 9, 2009

19. WHAT’S NEXT?
Monday, November 9, 2009

20. WHAT’S NEXT?
 Make more videos – once you have 3 you can
create a YouTube Channel, brand it & add
more
 Participate in the YouTube community, find like
videos, comment, add them to your favorites
 Rate others videos, have your friends rate
yours
 Share your links (or upload your videos) to
Facebook & other community sites
Monday, November 9, 2009

21. NOTE - COPYRIGHT
 Read the rules & conditions of YouTube
 Know that once you upload a video to
YouTube, they own the content
 Learn about copyright* & Creative Commons*
 Use original or “royalty free*” music, images &
video
 Learn about Fair Use* & Parody*
*Wikipedia is a good place to start
Monday, November 9, 2009

22. VIDEO SAMPLES:
Monday, November 9, 2009

23. VIDEO SAMPLES:
Monday, November 9, 2009

24. VIDEO SAMPLES:
Monday, November 9, 2009

25.  Lastly…
Create more videos…
Learn More…
 Creative Cow: http://creativecow.net/
 Lynda: http://www.lynda.com/
 Squidoo: http://Squidoo.com/
onlinevideotips
Contact us:
Tom@thetoolbox.com
Find me on Facebook,
Linkedin: Tom Beach
Twitter: @nptoolbox
Monday, November 9, 2009