The document provides tips on how to make quality videos by focusing on storytelling elements. It recommends identifying a sympathetic character, their obstacle or tension, and how they overcome it. These elements should be workshopped and incorporated into videos through shots of action, emotion, quotable people, and processes. Videos should be shot as a series of unique shots that move between different framing styles like rule of thirds. Attendees are invited to a future workshop on shooting and editing video.

1. HOW TO MAKE
QUALITY VIDEOS
PRSA CENTRAL IOWA | FEB. 21, 2018
Chris Snider | Drake University | @chrissnider

2. Chris Snider
Associate Professor in Drake University School of Journalism and Mass Communication.
I teach classes in social media, web design, multimedia and visual communication.

3. TODAY’s exercise
comes from ONE OF MY CLASSES:
MULTIMEDIA
COMMUNICATION

4. Drake University’S NEW ONLINE
Master of ARTS in communication
• Four Tracks
• Brand Communication
• Communication Leadership
• Health & Science Communication
• Public Affairs & Advocacy

5. RESOURCES Available:
chrissniderdesign.com/prsa
Video handouts
Smartphone video hardware and apps
Today’s presentation
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6. Raise your hand if you’ve NEVER
made a video

7. We’ve all made videos before
It’s 2018
That doesn’t mean
we’ve maDe good ones

8. According to a study by the marketing
intelligence company Beckon…
5 percent of all branded
content accounts for 90
percent of total engagement

9. translation:
95 percent of branded content
gets little to no engagement

10. Today’s Plan
Do an exercise on creating great content
Discuss how we can turn that content into a video

11. traditional business video method
• Introduction - Welcome them, tell them who you are
and tell them their search is over.
• Engage and empathize - Tell them you understand
how difficult a decision this is and understand their
concerns.
• Credibility and benefits - Showcase your expertise
and what value you bring to address those concerns.
• Call to action - Tell them what to do next.

12. This method works well.
But it doesn’t create a story.

13. information spreads
through stories.
Nobody ever told their friends:
“We have to go get a drink
so I can tell you some facts
about my date last night.”

14. 3 Elements of a Great Story
1. Sympathetic Character
2. Obstacle - Tension - Want
3. How the character overcomes that obstacle

15. Sympathetic character
Obstacle
How overcomes obstacle

16. Krochet Kids int’l: This is Empowerment

17. 1. Sympathetic Character?
2. Tension - Obstacle - Want?
3. How the character overcomes that obstacle?

18. Squatty Potty: This Unicorn Changed the Way I Poop

19. 1. Sympathetic Character?
2. Tension - Obstacle - Want?
3. How the character overcomes that obstacle?

20. Let’s Workshop

21. PICK A STORY
This can be the story of creating/pivoting your brand.
It can be the story of a customer you helped.
It can be the story of a product you created.
It can be the story of your life.

22. ELEMENTS OF GREAT STORY
1. Who is the Sympathetic Character?
2. What is the Obstacle - Tension - Want?
3. How does the character overcomes that obstacle?
Let’s workshop!

23. characteristics OF GREAT VIDEO
1. Action - movement works well on video
2. Emotion - makes us connect with the story
3. A quotable person
4. A process that can be illustrated
Which of those elements can you bring into your video?
More workshop!

24. elements OF great VIDEO
1. Videos
2. Photos
3. Audio
Which of those elements will you use in each area
of your video - character, obstacle and how overcome?
4. Graphics
5. Map
6. Text
Even more workshop!

25. A few tips
for shooting better videos
Now that you have a story…

26. Shoot in shots
• Don’t shoot in one continuous movement or hold
one shot for too long
• Shoot a series of unique shots and put them
together to tell the story
• This is a terrible video (with millions of views)…

28. If things get static,
the story dies.

29. Move, point, shoot, stop.
Move, point, shoot, stop.
Move, point, shoot, stop.
• Frame your shot, then press record until it gets boring.
• Then stop and move on to the next one.
• Shoot more than you think you’ll need (you don’t have
to use it all)

31. Making a video: shooting in shots
• Don’t shoot in one continuous movement or hold
one shot for too long
• Shoot a series of unique shots and put them
together to tell the story

32. COMPOSE
YOUR SHOTS
• Take charge and
properly set up the
shot.
• Pay attention to
backgrounds.
• Don’t be afraid to
rearrange the furniture
(in non-documentary
situations).

33. RULE OF THIRDS
Source: http://ecvphoto.weebly.com/the-art-of-composition.html

34. FRAMING
Source: http://ecvphoto.weebly.com/the-art-of-composition.html

35. LEADING LINES
Source: http://ecvphoto.weebly.com/the-art-of-composition.html

36. FOREGROUND/BACKGROUND
Image by Georgie Pauwels. Used with Creative Commons Attribution.

37. Shoot
wide,
medium
and cLose
For close-up
shots, look
for hands
and faces

38. What are some shots/scenes
you would include in your video?

39. Want more video?
Shooting and Editing Video Workshop
Thursday, March 15, 2018
Details at chrissniderdesign.com/prsa

40. QUESTIONS?
Follow Chris:
@chrissnider
chrissniderdesign.com
chrissniderdesign.com/prsa