Video Production Standards for Demonstration Videos
Contents
1. amateur more than a shaky handheld camera and we will not accept any videos with handheld shots Tripods allow smooth and controlled level shooting especially when tilting up and down or panning right to left and they are required for most shots on any professional quality production Also make sure your camera is level when mounted on the tripod If your tripod does not have a built in bubble level look through your camera viewfinder and try to level the view by sight An easy way to do this is to look for horizontal or vertical lines in your shooting location perhaps the corner of a wall or the edges of windowsills or doorframes If they appear crooked or tilted adjust the tripod and continue to check your shot in the camera viewfinder until your vertical guidelines appear straight Also make sure the tension of your tripod s head is adjusted correctly It should be looser if you plan to tilt or pan your camera and tighter when you want the shot to be more static no camera movement A common mistake is having the tripod head tension too tight when panning or tilting causing jerky or bumpy movements Finally if you ever leave your camera mounted on the tripod without someone operating it always make sure the tension is tight and locked off before walking away Use sufficient lighting Don t shoot in low light Plain and simple don t shoot in locations where it is too dark If you are outdoors don t shoot at dusk or into2. mov file format Because of the number and size of the required files these videos cannot be uploaded directly to Knowlera or About com Instead the video files along with all other required elements are mailed to us on a portable hard drive that has been provided to you Below is a list of the elements producers will be required to provide with a completed submission followed by details on each requirement 1 Completed video files 2 Complete project with all media 3 Thumbnail files 4 Submission form 5 Signed releases 6 W 9 Tax Form Completed video files Output Specifications Include all of your completed edited videos on a portable hard drive that will be provided to you These videos must be submitted as full resolution Quicktime files mov Here are the output specs Copyright 2007 Knowlera Media LLC Video Specs File type Quicktime mov Codec H 264 Frame rate 29 97 fps Bit rate Automatic with Compressor quality set to Best or at least 26 000kbits sec Encoding Method Multi pass VBR Key Frames Automatic or at least every 24 frames Frame Reordering Yes Size 1920x1080 16 9 De interlacing Yes Select De interlace Source Video If using Adobe Premiere be sure to adjust the pixel aspect ratio to be square pixels Audio Specs Format Linear PCM Stereo Yes L R Rate 48 000 kHz Render Settings Quality Best Sample Size 16 bits Selected as Little Endian T
3. 16x9 aspect ratio Additionally all dialogue must be recorded with a quality external microphone Don t zoom shoot twice With demonstration videos you should be shooting for a final product that mimics a professional quality two camera switched production That means you should shoot a master shot and close up coverage separately paying close attention to continuity and editing the two shots together in a fashion that appears seamless to the average viewer Attempting to capture your master shot and close ups in a single shot by continuously zooming in and out is not professional and we don t expect to see this type of shooting Tip Frequent zooming in and out is not acceptable Get plenty of close ups Show don t tell Viewers want see the experts in action Often it is very important to see precisely what the expert is doing in close detail For that reason make sure you get plenty of close up shots and use them whenever possible during the editing process Use the zoom sparingly As mentioned previously you should shoot a master wide shot and close up coverage separately to eliminate the need for zooming However if for some reason you must zoom in on the action do it sparingly The number one mistake made by amateur videographers is zooming in and out too often When your subject begins an action that requires zooming in begin zooming in very slowly Once you are zoomed in as close as you need to be leave i
4. most often when your subject is sitting in front of a window or glass door and the sunlight outdoors is very bright It is okay to have a small amount of backlight just as long as it does not overpower your main lighting source or key light that is coming from the front of your subject When in doubt let your camera decide Modern camcorders are capable of overcoming many difficult lighting situations as long as you understand the relationship between the various functions and settings on the camera Before you shoot study your camera and make a variety of test shots so you can actually see the results When in doubt use the automatic exposure settings of your camera and check the viewfinder to ensure you re getting an acceptable image Stay in focus Proper focus is the first thing learned by every beginning videographer Since producers in our program are not beginners there should never be an out of focus shot in any video created for Knowlera The most common reasons for out of focus shots are shooting in low light not zooming in to focus before recording and shooting with auto focus Of course even professionals will use the auto focus feature on their camera once in a while If you are relying on auto focus be aware that it will occasionally throw your shot out of focus especially if you or your subject is moving Too often when automatic focus is used the camera will focus in and out on your subject because it tries to focus
5. on each video segment In most cases you ll want to have some music through the expert s introduction slowly fade it out for the main body of the segment and fade the music back up at an appropriate time near the end of the segment You can do more if you wish but this is the simplest way to use music without adding significantly to the time required to edit each video segment Copyright 2007 Knowlera Media LLC Graphics Required Lower Third Graphic You should create a lower third graphic to identify the expert at the beginning of each video segment For lower thirds please use the file named About_lower3rd as the background for your text This graphic will be provided after your video shoot Expert s Name 28ptArial about com TITLE amp AFFILIATION all caps 18pt Arial About com required Lower Third Graphic Sample Text colors The color for all text should be plain black Expert s Name The expert s name should be Arial 28pt font BOLD Affiliation Text entered below the expert s name should be ALL CAPS and include the expert s title company or organization Text should be left justified lined up directly under the expert s name Arial 24pt font PLAIN If the name or title is very long it is okay to slightly lower the text size to make them fit just always make sure the Affiliation info is in a smaller font than the expert s name and that it is not bold If you don t have Ar
6. on other nearby objects instead The image will go from sharp to blurry several times This can be very distracting and results in an amateurish video To avoid this situation try disabling the auto focus feature of your camera and manually adjust your focus Virtually all camcorders have a setting for manual controls somewhere on them Some cameras may have a simple button on the side or near the lens that says Manual Focus Others may be more hidden or you may have to go through the camera s settings menu to disable automatic focus Read the user s manual for your particular model of camera and learn how to use the manual focus Tips for using manual focus Before you start shooting take some time to set your focus by zooming in as close as you can on the subject or object that you are shooting and then manually focus to a nice sharp image Zoom back out to your original position and now your focus is set and you can begin recording You should be able to zoom in and out on the subject now and it will stay in focus the whole time This is assuming your subject is stationary and will not be moving from the point where you set your focus If the subject is moving around especially closer or further away from the camera then pre setting the focus will not work You will need to adjust the focus as you go This will just take time and practice to master but proper focusing skills will definitely make your video appear more professional
7. paper Make sure the lighting is sufficient on the white object and that there are no major shadows Next press and hold the button for white balancing or hold the selection button if it is part of the internal menu settings In most cameras this will take about 2 or 3 seconds and a WB symbol of some type will flash in the viewfinder When the symbol finishes flashing you should see a notable change in the colors on your screen or viewfinder The camera has now been calibrated to read true white as seen under the lighting conditions of your particular shooting location and has readjusted all colors based on that reading Allow for pre roll Even in today s digital age recording on most cameras is not instant The device needs a few seconds to actually begin capturing to tape drive or disc after the button is pressed If your subject begins speaking immediately when you press the record button it will inevitably cut off the first few words of his or her sentence An easy trick is to hit record silently count at least to three and then silently cue your speaker to begin by pointing or nodding Also try not to immediately stop recording as soon as the speaker s last word is uttered Again wait 3 to 5 seconds before ending the shot When you edit your video you will be glad that you have these few seconds of head and tail on your shots especially if you need to add transitions such as fades or dissolves Be a directo
8. the evening if your camera is not capable If you are indoors make sure you have a sufficient main light source and that shadows are not too dark and lacking in detail Add light when necessary Understanding the relationship between the amount of light available and the exposure settings in your camera will help you avoid dark grainy images that are common in amateur video When there is not enough light to expose an image properly most camcorders will attempt to compensate electronically This compensation known as adding gain will make the image brighter but always at the cost of image quality in the form of noise or grain Read your camera s manual to understand this function and recognize when the camera is adding gain When you are able to see that the camera is adding gain you ll know that it is too dark to shoot or time to add light to the scene Never shoot in low light situations that require the camera to add gain In all cases never permit your camera to exceed 3db of gain Shooting outdoors overcast Lightly overcast skies will provide the best lighting conditions Light cloud cover will create a soft diffused light that is very pleasing and comfortable for your subject Beware of partly cloudy conditions however If the sun is darting in and out of the clouds you ll find it very difficult to maintain proper exposure and you ll Copyright 2007 Knowlera Media LLC encounter a lot of difficulty matching shots wh
9. what releases are required IMPORTANT A Videographer Consent and Release Form must be signed and returned by the producer prior to starting on the project You ll receive a copy when you are awarded the project Inappropriate content will not be permitted Videos with inappropriate content will not be accepted Content that is considered inappropriate includes but is not limited to Offensive lewd or obscene images language or nudity Hate speech Acts that are inherently dangerous to perform even for skilled experts Acts depicting violence or the infliction of bodily harm Any illegal activities Copyright 2007 Knowlera Media LLC Video Production Standards For Demonstration Videos As mentioned previously the information in this document pertains to Demonstration videos which is a type of how to video where the steps in a process are documented as they are being performed Production standards specific to other types of how to videos are covered in a separate document Technical Standards Deliverables Knowlera requires the submission of high quality versions of completed Featured Expert videos in a full HD resolution mov format along with the full set of project and source files Because of the number and size of the required files Featured Expert videos cannot be uploaded directly to Knowlera Instead the video files along with all other required elements are mailed to Knowlera on a portable hard drive th
10. E E EEEE E EERTE Page 11 File Naming Standards oo cc2 icc ccvestccset sce sche edseeeaessadddcecesescasenecesenviedene s Page 12 Reviews and approvals ce tiecncs cr wos sevoxe senda cadasdedatsaciensienw ay counter eaceehens Page 12 Required Deliverables csicsocccevnscaectuseasseteavnecatwacemeadsereemendusasnsecaanes Page 12 Shipping instructions essssessesrerenesrerrsrrsrrrerrernrrrrrerrrrtrrrrererre Page 14 Additional Production Tips 0aaae eeaeee Page 15 About this document There are many types of videos that Knowlera Media creates This document provides details on our production standards for how to videos created specifically for About com For production standards on other video types please contact our production office at producers monkeysee com Copyright 2007 Knowlera Media LLC Introduction How to Videos The Audience If you re reading this document it s likely you ll be working with Knowlera Media to create one or more video series that will be seen on the popular website About com That means your videos can be seen by millions of people looking for the best way to accomplish a task or project With so many eyeballs on your work you ll want to do everything you can to create a high quality video that will be interesting to viewers Mandatory Requirements While a few of the standards in this document involve special production techniques required by Knowlera Media and or About com most wi
11. If you don t have experience with manual focus keep your camera focus on automatic Understand White Balance Copyright 2007 Knowlera Media LLC White balancing is a method of calibration where you tell the camera what to interpret as true white thus allowing the camera to display all colors based in accordance to the type of light in your scene Most modern camcorders have both a manual white balance option and automatic settings that work fairly well Usually there is a button or switch with the symbols of a sun and of a light bulb denoting the automatic settings for outdoor the sun or indoor the light bulb These automatic setting are normally sufficient but if your images appear too blue or orange or the color otherwise appears unnatural you may need to override the automatic setting and white balance manually After setting white balance professional producers will always check white balance whenever lighting conditions change Tips for white balancing Refer to the user s manual for your particular camera model to see how to do this Some cameras will simply have a button on the camera that may say WB probably near the automatic symbols other cameras may require that you access the internal settings in the menu In either case you will need to zoom the camera in and focus on something in your shooting location that is truly white the best action is to have an assistant hold up a blank sheet of white
12. Knowlera MEDIA Video Production Standards for Demonstration Videos Version A 2 3 7 14 11 Important This document is updated frequently Always check for an updated version before getting started on a project Introduction eae nln aE ere ene nore sere er te Page 2 Do s and DO 1s sce ccecdaee tan casaesesasdesenyetonacanedcegaecseuenuscne ost anexencaad Page 2 Video Production Standards for Demonstration Videos Page 4 Technical StandaldS iisonic ea E ER Page 4 Creative FORMNAUING vacceetsresden ces ceanvanmndentdataexedueesdaenseuexueeaveneventdvweee Page 4 Pre production lAMMNO recs ztaveetensetecesehstegecusecdecatecetentacariesaseresdceda ct Page 5 Determining your lOCAUON xsicseccecctssnesensceatsrersussautensnseuesresaannzeaamanens Page 6 ET TON real seg ses Get ee eter ales ats ee een eee ease eee Page 6 PAG ORS OS oracle tik Gaeta aorevod E mde EE tae eieete eens Page 6 Shooting Standards Video introductions 6ceceeeeeeeeeeeeee ee eee ee Page 6 shooting Standards General secs ccsdiscceivseniguedentsthiasssviecsaseiecbesiuesin Page 8 Shooting Standards Lighting ccceeeeeeeee eee eeeeeeeeeeeeeneeneeaes Page 9 Shooting Standards Audio Recording cceeeeeee tence tees eeeeeee ens Page 9 Editing Standards for the multiple segment format eeeeee eee Page 9 MUSIC xa oes cede eee arena aa eNe east see Ss oa e dai aN hS ERN Page 10 GraphiCS errepara
13. assage of time Also avoid mistakes like cutting in the middle of camera moves like Zooms and pans Fade In Fade Out Begin and end each video segment with a 15 frame fade up to black Multiple seqment naming conventions For demonstration videos producers will be required to submit preliminary titles for all completed video segments Generally these will already be created during the outline process If not the titles should Copyright 2007 Knowlera Media LLC simply reflect the content of each segment The maximum acceptable number of characters including spaces in any video title or clip title is 59 The example below on the topic of Basic Vegetable Preparation provides a good example Video topic Basic Vegetable Preparation View All Videos In This Series ey O EA The Knowlera About com How to Peel and Cut How to Dice an Onion How to Pt and Peel an Cucumber Avacodo multi segment format E ge i j off p How to Peel and Cut How to Make Broccoli How to Seed Tomato Asparagus Florettes Capturing thumbnails During the editing process producers are required to capture and provide thumbnails for all submitted video segments All thumbnail images should be the same 16x9 aspect ratio in which the video was shot The minimum size for submitted thumbnails should be 640x360 pixels and a maximum file size of 25k For each video segment you should create a thumbnail that shows your expert engaged in their demon
14. at has been provided to you You ll find a complete list of the elements you will be required to submit in the section called Required Deliverables later in this document Equipment Featured Expert videos must be shot with a high definition professional or prosumer camera and must always be shot in the 16x9 aspect ratio Additionally all dialogue must be recorded with a quality external microphone Audio from built in camera microphones will not be accepted For more details on equipment requirements see the Producer Program FAQ Creative Formatting All Knowlera Media About com demonstration videos are broken into a series of independent video segments with a goal of keeping each segment relatively short 1 5 3 minutes in length Think of each video segment as a chapter with each segment forming a natural index of the video series To better understand how we describe these videos here s how we refer to the individual parts you will be covering a specific Video Topic with what we call a Video Series which is made up of individual Video Segments or chapters Throughout this document we use the terms Video Topic and Video Series interchangeably A full video series will typically consists of 5 to 7 individual segments with the target being 6 segments in each series Below is an example of a properly formatted Featured Expert demonstration video Video topic Basic Vegetable Preparation Vi
15. critical they should be mentioned by the expert before the actual demonstration begins Here s an example Hi I m Joe Smith welding instructor with ABC Welding Company In this video I m going to demonstrate basic arc welding techniques Remember never attempt any welding without an AWS certified welding helmet adequate eye protection and a good pair of welding gloves This safety information would need to be repeated at the beginning of each video segment where welding is being demonstrated Copyright 2007 Knowlera Media LLC Video seqment endings Once you understand how to format the video introductions the last thing required is a smooth transition at the end of each video That simply requires a brief mention of what was just covered and a simple Thanks for watching For example and that s the proper way to get your core muscles in shape Thanks for watching Lower Thirds In addition to the expert stating their name and title on camera you ll also be required to identify the expert in a lower third graphic The exact specs for this graphic will be found later in the section on graphics Shooting Standards General Once you understand our format for introductions you ll find shooting for the multiple segment format to be just like shooting any other video As mentioned previously all Knowlera Media About com videos must be shot with a HD professional or prosumer camera and must be shot in the
16. e demonstration making sure your shot selection adequately conveys the expert s knowledge For that reason you should make use of ambient light whenever possible and supplement with additional light when necessary Your goal is to make sure every part of the demonstration including close ups are lit well enough to provide adequate detail No gain Most importantly never shoot in low light situations that require the camera to add gain If your iris is wide open and the camera begins to add gain you should add light to the scene Never permit your camera to exceed 3db of gain Don t shoot in low light Plain and simple don t shoot in locations where it is too dark If you are outdoors don t shoot at dusk or into the evening unless your camera is capable If you are indoors make sure you have a sufficient main light source and that shadows are not too dark and lacking in detail Audio Recording Standards There is one extremely important rule related to audio Always use an external microphone to record the expert While this should be common sense to any professional producer it s important to repeat it here because using dialogue from an on camera microphone is never acceptable For recording the expert a wireless lavalier microphone is best If you re going to use an external shotgun microphone for a demonstration video you should always have a boom operator if the expert will be moving at all Editing Standards for t
17. ed you to provide Final Cut Pro 1 Project Files 2 Render Files Audio and Video 3 AutoSave Vault 4 Capture Scratch Source Media 5 An exported XML version 2 of the project Copyright 2007 Knowlera Media LLC 6 Source graphics files if applicable Adobe Premiere 1 Project files 2 All Source Media 3 An exported FCP Pro XML if using version CS5 3 AutoSave Folder 4 An Exported EDL 5 Preview File Folder 6 Source graphics files if applicable Other Editing Systems If you are using an editing system other than Final Cut or Premiere please contact us to learn your specific deliverables Delivery Media In most cases you will be providing all of these files to us on a hard drive that we provide to you Please keep a copy of the entire project on your local computer until we ve received and checked in your submission Should a project get lost in the mail you ll be asked to send another copy Important Keep a copy of the entire project on your local computer until we ve checked in your submission Should a project get lost in the mail you ll be asked to send another copy Source tapes We do not require you to send in the source tapes if you ve shot to tape However we do request that you keep the tapes in a safe location for 6 months in case we need them for any reason Submission form Included in your submission package should be a completed submission form The submission form wil
18. en you edit your video Shooting outdoors bright sun Bright sun is the most difficult condition in which to shoot but is manageable if you position your subject carefully Avoid placing your subjects with the sun directly behind them This will create heavy backlight and put your subjects in silhouette With heavy backlighting viewers will be unable to see your subject s face or what they are doing Try to always place your subjects with the sunlight in front of them and slightly to one side but be careful to avoid heavy shadows cast on them from objects such as tree branches microphones or even the camera itself Also watch out for shooting when the sun is low very early or late in the day as it will require your subject to squint to keep the sun out of their eyes Shooting in the bright sun at mid day is not ideal either because the sunlight is directly overhead usually casting harsh shadows on the face of your subject If this is the case try shooting in an area with some overhead coverage such as under a tree or on a porch as long as it is not too dark or casting large shadows Shooting indoors The most common problem shooting indoors is a lack of available light Review to the section above titled Use sufficient lighting for ways to avoid low light situations Another common problem with indoor shooting is heavy backlighting light sources behind your subject that will cause your subject to be dark in silhouette This happens
19. ew All Videos In This Series ry O EA The Knowlera About com How to Peel and Cut How to Dice an Onion How to Pt and Peel an wate multi seqgment format of ge amp 6 pa How to Peel and Cut How to Make Broccoli How to Seed a Tomato Asparagus Florettes In the example above the video topic and video series title is Basic Vegetable Preparation Each video segment in the series has its own unique title but all of the segments collectively represent a how to video on Basic Vegetable Preparation Copyright 2007 Knowlera Media LLC To see examples of how demonstration videos are typically shot and edited visit www monkeysee com Keep in mind that our guidelines have changed over time so not all videos on MonkeySee com meet the current standards described in this document Tip How to videos must be shot in HD 16x9 and produced in our multiple segment format or they will not be accepted Pre production planning The multi segment format is easy to create once you have the hang of it Like any other production it s all about proper planning With demonstration videos you are documenting a process so they should be shot unscripted It is very difficult for nearly anyone to smoothly demonstrate something while reading from a script It also sounds unnatural However unscripted doesn t mean unprepared To be properly prepared it s crucial that you discuss the project and create an outline not a scri
20. he multiple seqment format If you ve followed the standards to this point editing your video will be simple As we mentioned previously with demonstration videos you should be working to achieve a final product that mimics a professional quality two camera switched production Pay close attention to continuity and remember to use close up shots whenever possible Also make sure you edit the piece in the same 16x9 format as the original footage and output a full quality HD version in that aspect ratio And again video lengths should be between two and four minutes in length You ll find more details on our technical requirements later in this document under the section Required Deliverables Keep editing simple In the editing process concentrate on making sure your shot selection adequately conveys the expert s knowledge For that reason you should avoid anything that calls attention to the editing especially gimmicky effects like wipes and other special transitions As mentioned previously with demonstration videos your goal should be a final product that mimics a professional quality two camera switched production Try to start and end each video with the master shot and be sure to use plenty of close up coverage when possible Pay close attention to continuity and edit the two shots together in a fashion that appears seamless to the average viewer You should be using mostly cuts with dissolves whenever you need to indicate the p
21. humbnail files You must provide a frame capture from each video to be used as thumbnail representations for the About com web site You should use a frame that best represents the subject matter of the video If the expert s face is in the thumbnail be sure to carefully select a frame that is flattering to the expert Naming thumbnails With the exception of the file extension name each thumbnail the exact same name as the video it represents Required image sizes for thumbnails All thumbnail images should be the same 16x9 aspect ratio in which the video was shot The minimum size for submitted thumbnails should be 640x360 pixels Accepted formats for thumbnails Please submit your thumbnails as jpeg files If you have a choice of compression when you output them use medium quality Thumbnail aspect ratio If you are grabbing your thumbnails by selecting portions of the video frame manually it is likely that they will not be precisely 16x9 In those cases be sure to crop the images so they are precisely in the 16x9 format To test the aspect ratio of your images dividing the width in pixels by the height in pixels should equal 1 77 or 1 78 Complete project with source files You must also include your complete project with source video files in a way that will permit us to open the project in the appropriate editing system Our preferred editing system is Final Cut Pro Depending on the editing system you use here is what we ne
22. ial you may substitute one of the following san serif fonts Helvetica Universe Avenir Lucida Sans Arial Verdana Additional Graphics Any video that requires ingredients tools or materials especially with exact measurements or uncommon supplies needed should have a supply list This can be a text graphic with a close up of the actual supply or a full page graphic with a list In addition graphics should be used when an individual video has several subject changes within the segment For example a video on how to select a smoker would have a text graphic pop up for each smoker the expert describes water smoker charcoal grill wood burning etc Graphics should also be used when highlighting a key point the expert makes Please use the standard Full Page Blank Background image as the background for your graphic This will be provided after your shoot Arial Bold 36 pt Arial Plain 30 pt Arial Plain 25 pt Arial Plain 22 pt Full Page Graphic Copyright 2007 Knowlera Media LLC Text colors The color for all text should be plain white Main Title Text The main title text across the top should be 36pt Arial font Informational text Text entered below the main title should also be Arial font plain white and sized between 22 and 30pt Justification of the text is up to you but if you use bullet points it should be left justified If you are just showing a quotation or sentence you may elect to cente
23. ight 2007 Knowlera Media LLC Releases There are several types of releases that MUST be signed and returned to Knowlera with your submission package Keep in mind that videos will not be accepted without the appropriate signed release forms Please see the section Above titled Releases for specific details on what releases are required IMPORTANT A Videographer Consent and Release Form must be signed and returned by the producer prior to starting on the project You ll receive a copy when you are awarded the project W 9 Tax Form The W 9 can be downloaded from the Producer Resource Page and must be signed and included in your submission packet Producers can t get paid without the signed W 9 You are only required to submit a W 9 once each year Shipping instructions First make copies and backups of all submission materials In most cases Knowlera will be mailing you a portable hard drive for copying all the video files You will also be provided a stamped self addressed package that you can use to ship back the hard drive with all video files and required deliverables You may also elect to send the materials through some other carrier In any case please ship all materials in a properly padded sealed shipping packet Only use carriers that provide tracking information If you cannot provide us with tracking information on your return package you will be responsible for anything that is lost Please ship deliverables to K
24. it helps establish the expert s credibility Only three pieces of information should be conveyed by the expert in the introduction of each Knowlera Media About com video segment Expert s name Expert s title and affiliation or other information that establishes their expertise What the individual video segment is about Copyright 2007 Knowlera Media LLC Typical introduction Here is a typical video segment introduction using the standards described above Hi I m Jane Doe lead fitness instructor from ABC Fitness Company In this video I m going to show you how to properly work out your core muscles The expert s affiliation is typically what establishes their credibility In this case the fact that they are the lead fitness instructor adds to their credibility so it s okay to include that title However you should not include the expert s title if it doesn t add credibility directly to the task they are demonstrating For example Hi I m Jane Doe Director of Marketing for ABC Fitness Company Being the Director of Marketing doesn t qualify her to be a fitness expert so it s not appropriate to include that title The simple fact that she works for ABC Fitness Company is enough In that case she would say Hi I m Jane Doe from ABC Fitness Company In this video I m going to show you how to properly work out your core muscles However suppose she was formerly an Olympic gymnast That s p
25. l be provided to you when you are awarded a project The form is a PDF file that can be filled out electronically Please print the completed form and include it in your submission package or include the completed PDF file on the hard drive with your video files The submission form asks for the following information Series Title In most cases you will be receiving your assignment with a pre determined topic and all video segment titles already decided However there may be occasions where you will be required to create these names yourself Generally these will already be created during the outline process If not the titles should simply reflect the content of each segment The earlier graphic on the topic of Basic Vegetable Preparation provides a good example In any case the maximum acceptable number of characters including spaces in any video or segment title is 65 Tip Video segment titles should not exceed 65 characters including spaces Video Running Times You ll be required to list on the submission form the total running time of each video segment Video Series Description You ll be required to provide a brief description of the video series topic on the submission form A simple description with just a couple of sentences is adequate Video Descriptions You ll be required to provide a brief description for each video segment on the submission form A simple description with just a couple of sentences is adequate Copyr
26. line for each segment you are well prepared to show up for a shoot that should be simple and quick Copyright 2007 Knowlera Media LLC Determining your location There are three stars in every Knowlera Media About com video The Expert The Producer Filmmaker you The Location Assuming you have a great expert and a talented producer the location where you shoot your video can still make or break it For that reason you should do everything in your power to shoot the video in a place where the task being demonstrated is normally performed by a professional Some examples If the demonstration is how to perform some type of exercise shoot the video in a professional gym not someone s living room If it s a college or pro football player demonstrating how to play football shoot it on a football field with goal posts a local high school or elsewhere not in someone s backyard If it s a professional chef showing how to make a restaurant dish try to shoot in the restaurant If a restaurant is not practical shooting it in a nice home kitchen may be appropriate Tip Even with a great expert and professional producer a poor location will always cause a video to look amateurish Do it for real The expert must always be shown demonstrating building creating the real thing For example if the expert is demonstrating how to create a concrete patio you must document them actually creating a concrete patio It is not e
27. ll be common sense to any professional producer However all the how to videos you create must meet the specific technical and creative formatting requirements described below so you ll want to read this document carefully Tip Read this document thoroughly to ensure that your video will be accepted Do s and Don ts Video type Video must be how to or instructional At Knowlera we create many types of videos but we specialize in how to videos We create two primary types of how to videos demonstration videos and advice videos Each video type is shot very differently A demonstration video generally shows the steps in a process actually being performed In that case you are documenting an expert performing a task or a process Advice videos are shot interview style and include the necessary b roll and are usually created when it is not possible to demonstrate the information by performing a task or process How to repair a leaky faucet is an obvious topic for a demonstration video How to recognize the signs of depression might be more suitable for an advice video Both are good how to video topics However all how to videos created for About com by Knowlera Media are demonstration videos IMPORTANT All videos created for About com by Knowlera Media are demonstration videos and you will receive the specific topic for your video from Knowlera Media in advance This document only covers the guidelines for de
28. lp assure that no key steps are missed 3 What are the main points of each video segment Again experts should never work from a script Just a few bullet points for each video should be all that s required on the outline On the shoot day the expert can prepare by reviewing those bullet points prior to recording each video segment This is one of the benefits of breaking a topic into short video segments It makes it easier for experts who are not accustomed to speaking in front of a camera to get through a complete segment It s also easier on the producer because if the expert stumbles it s never necessary to re shoot more than a couple of minutes of material 4 Does each video segment stand alone Whenever possible each individual video segment in a series should stand on its own as a discreet piece of useful information that does not depend on the other segments in the series for context The Basic Vegetable Preparation series shown above provides a good example Collectively all the segments support the topic of Basic Vegetable Preparation but if the viewer is only interested in learning how to dice an onion they will get all the information they need to accomplish that task by watching only the second video segment How to Dice an Onion Once you have these key ingredients 1 The number of video segments 2 The approximate length of each segment 3 The title of each video segment 4 Bullet point out
29. monstration videos If you are in doubt about the type of how to video you are creating and the way it should be shot please contact us for clarification Editorial Neutrality Videos may not promote a specific product or service For the experts a how to demonstration video is an excellent way to promote their business or hobby and further establish their credibility as an expert in front of millions of viewers However these videos must be educational so care must be taken to keep overt marketing or commercial messages out of the videos Experts should avoid mentioning brand names whenever possible and avoid promoting one product or service over others It s permissible to mention brand names when there is no alternative but excessive use of brand names will cause a video to be rejected The expert should state their name along with the organization or company they are affiliated with but should not go on to describe their business or background Specific guidance on what experts are permitted to say and when they can say it is provided later in this document Experts must be credible In all cases you will be provided with a specific topic and in some cases you will be matched with a specific expert in advance In other cases you may have found the expert yourself through your own circle of friends and contacts The best experts have deep professional experience in their topic area and have good on camera presence While we don t re
30. nough to simply describe the steps in the process Also don t hesitate to stage your location which is to rearrange items or add appropriate items into the background of your shot to make it look more pleasing or professional Releases Prior to shooting ensure that all necessary releases have been signed Here are the primary types of releases required Videographer Consent and Release Form This must be signed and returned by the producer prior to starting on the project It is the contract between you and Knowlera Media You ll receive a copy when you are awarded the project Appearance Release An appearance release must be signed by the expert and any other people participating on camera You will send these releases to us when the project is complete Location Release The owner of the location where the video is being shot will also need to sign a location release You will send these releases to us when the project is complete Footage Release This is required for anything in the final video that you did not shoot specifically for this project You will send these releases to us when the project is complete Shooting Standards Video introductions Knowlera Media About com demonstration videos are recognizable by their multiple segment formatting and consistent high production quality Ensuring that each video has a consistent brief but informative introduction is an important element of that formula since
31. nowlera Media Producer Program 774 Walker Road Suite H Second Floor Great Falls VA 22066 To be safe you should always ship your submission packet via a method that provides tracking Copyright 2007 Knowlera Media LLC Additional Production Tips Professional producers with varying levels of experience participate in the Knowlera Producer Network While many of the tips below will be elementary to the most experienced producers it should prove helpful to entry level professional producers and it can serve as a useful guide for anyone wanting to understand the level of quality we expect for video submissions Tips for shooting Use a separate external microphone not the built in camera microphone This is the single most effective thing you can do to improve the quality of any video and it s required for recording dialogue on any professional quality production The built in microphones on video cameras simply do not pick up speech adequately Even when the subject is close to the camera audio quality will be audible but poor Other potential problems include wind noise when shooting outside and unwanted surrounding noise when shooting in busy environments We recommend a good quality lavalier or lapel microphone Be sure to check the user s manual for your specific camera model to find out what type of external microphones can be used including the necessary plug types adaptors or cables required Use a Tripod Nothing says
32. pt of each video segment with the expert well in advance of the shoot day On the shoot you should always be working from a simple outline of the entire shoot and a simple outline of each individual video segment Together with your expert the outlines should answer the following simple questions 1 How many videos will be required to fully cover the topic In most cases you will be provided with the number of required video segments when you are awarded the project Keep in mind that each video should ideally be between two and four minutes in length Never create video segments that are less than one minute long or more than five minutes in length It is not uncommon to over or under estimate these lengths in the planning process For that reason you should pay close attention to the length of videos while you are shooting If a video comes up too short or long adjust the amount of content being delivered and re shoot the video If the process being demonstrated can t be shortened during the shoot you ll need to shorten it in the editing process For that reason make sure you have plenty of coverage 2 What is the preliminary title of each video segment In most cases you will be provided with the preliminary title of each video segment when you are awarded the project Having a working title for each video segment prior to your shoot helps a great deal toward ensuring that your production will be well crafted and concise It will also he
33. quire information to be delivered by someone with professional experience the expert must be someone with above average knowledge in the topic area At the beginning of each video segment the expert will state their name and the organization or company Copyright 2007 Knowlera Media LLC with which they are affiliated in order to establish their credibility You ll find specific information about what the expert should can and can t say to establish their credibility later in this document Avoid announcing or displaying contact information in the video The expert should NOT mention or display contact information including phone numbers email addresses or URLs in the video Copyrighted material will not be permitted Copyrighted material music video images text etc may not be included in the video unless the expert owns the copyright If they don t already own it or have written permission to use it do not include it Videos using copyrighted material without permission cannot be accepted If you must use material that you did not shoot a footage release that gives us permission to use the material is required We will provide footage releases as needed Signed releases are required There are several types of releases that must be signed and returned to Knowlera Keep in mind that videos will not be accepted without the appropriate signed release forms Please see the section below titled Releases for specific details on
34. r Rather than simply being the camera operator professional producers also play the role of Director and help their subject through the typical pitfalls of performing on camera Your relationship with the expert can make the difference between a poor or merely adequate video and a really great one Copyright 2007 Knowlera Media LLC
35. r all of the lines Transition Effects There should be a fifteen frame cross dissolve placed at the beginning and end of every full page graphics card Bugs and watermarks You should never use any special branding on Knowlera Media About com videos especially bugs or watermarks File Naming Standards The file name on each of your videos and thumbnails should include the video title separated by dashes For example if the video is about how to chop an onion the file name should be how to chop an onion with no spaces between the words and dashes File names can not exceed 59 characters If the file name is too long unnecessary words can be removed ie how or to so the file name would just be chop onion All video files must include the mov file extension at the end All thumbnail files must include the jpeg extension at the end Reviews and approvals Once the video segments are complete you ll be asked to upload them to our online system so we can review them and provide feedback as necessary You ll be provided a login and instructions on how to use the system when you are awarded a project Once we ve reviewed the videos for quality and completeness you ll be given approval to package everything up for delivery to our offices Do not ship any deliverables until the final edit has been approved Required Deliverables Knowlera requires the submission of high quality versions of completed video segments in full resolution
36. retty impressive and it would enhance her credibility In that case her introduction could be Hi I m Jane Doe a member of the 2004 U S Olympic gymnastics team In this video I m going to show you how to properly work out your core muscles As a last resort if the expert doesn t have professional credentials and is not affiliated with an organization that adds credibility simply include whatever makes them an expert For example Hi I m John Smith an avid fitness enthusiast presenting for About com In this video I m going to show you how to properly work out your core muscles Avoid announcing or displaying contact information in the video The expert should NOT mention or display contact information including phone numbers email addresses or URLs in the video The only exception to this rule is when the expert s business is the same name as their website This example is fine Hi I m Jane Doe from ABCfit com In this video I m going to show you how to properly work out your core muscles This is type of introduction below is NOT PERMITTED Hi I m Jane Doe from ABC Fitness Company You can find us at ABCfit com In this video I m going to show you how to properly work out your core muscles Important safety tips Occasionally a task or demonstration has important safety considerations that should be added to the introduction In rare cases where those safety considerations are
37. stration or a beauty shot of the finished product Try to pick a frame that visually describes the video content You ll find additional technical specs for thumbnails later in this document Music IMPORTANT Only royalty free stock music may be use on any Knowlera Media About com how to videos You must be able to demonstrate that the music is royalty free and permits unlimited use for both web and broadcast If you use Final Cut Studio Soundtrack Pro is a good source for royalty free stock music Knowlera provided music Knowlera Media provides access to a library of royalty free stock music that can be used on your Knowlera Media projects If you use music from the Knowlera supplied library you can be sure it is properly licensed for our productions IMPORTANT Music from the Knowlera Music Library is only licensed for Knowlera projects Therefore you may only use music from the Knowlera supplied library on projects you are producing for Knowlera Media About com You may not use that music for your own projects or projects you are creating for any other company or individual Doing so is a violation of the license agreement Best practices for using music In general you are expected to use music at the beginning and end of each video segment It is not necessary to cover each segment completely with music use multiple tracks of music on an individual segment or edit the segment to the music You may use the same cut of music
38. t there until the action is over and then slowly zoom back out to your original wide master shot The goal is to not draw attention to the use of the zoom Choppy fast sporadic in and out zooming can be a major distraction Watch for good eye contact Maintaining a strong connection between the expert and the audience is the key to a great video Since the camera represents the audience in a demonstration video the expert should always maintain eye contact with the camera whenever they are conveying information Ask the expert to avoid making eye contact with anyone else who is not actually in the video including friends or family members that may be in the room while the video is being shot Asking everyone else to leave the area while the video is being shot is the best way to avoid this inevitable problem Another common tendency for non professional subjects is to look away from the camera and up to the camera operator as soon as they have finished speaking This will look awkward to viewers To avoid this you should instruct your subject to continue looking straight into the camera lens for 3 to 5 seconds after they finish speaking Explain to Copyright 2007 Knowlera Media LLC your subject that although it may feel strange it will look much better on the final video than having their eyes wandering around Shooting Standards Lighting With demonstration videos the majority of your effort should be concentrated toward the expert and th
Download Pdf Manuals
Related Search