Every video staff is aware of mission creep—that’s when producing one video results in creating a number of variations and iterations. Let’s say you start producing a two-minute branded advertising and marketing video with the purpose to launch it in your web site. Your staff has agreed on a specific model, size, and supply spec. Your shoot is over, your graphics are in manufacturing, and midway by your edit, you’re requested to ship extra variations for social media platforms, a large-screen stay occasion, and an electronic mail marketing campaign. Each of those requests requires completely different acquisition and supply specs and a singular submit workflow. And when you solely develop your new variations in submit, you’ll doubtless miss alternatives, water down your preliminary idea, and lose the ability of an built-in marketing campaign.
So, how do you keep away from these pitfalls and create nice cross-platform advertising and marketing movies? Here are a couple of methods I’ve realized.
1. Start with viewers outcomes
Many manufacturing conferences begin with a dialogue round how everybody envisions the ultimate video, or with staff members sharing examples they’ve seen on YouTube. It’s nice to speak about what conjures up you and your artistic imaginative and prescient. But it may be extra useful to kick off a launch assembly with everybody sharing their concepts for viewers “personas” for every distribution platform:
- Who are we making an attempt to achieve?
- What are we making an attempt to assist that particular person perceive, study, or do?
- What do we wish them to do after they view our content material?
- And what are the demographics of our target market on every platform?
Only whenever you reply these questions can you start to contemplate artistic story approaches.
TIP: An important device for summarizing your findings and technique is a Creative Brief—a brief doc that outlines all of the doable distribution platforms, in addition to the acquisition format, timeframe, finances, model, and artistic strategy to your venture.
2. Define current belongings and model pointers
When you’ve gotten current belongings, you’re forward of the sport with regards to multi-platform campaigns, because you already personal this content material (see my notes under on rights). Logos, infographics, previous video footage, interviews, occasion images, social media posts, and different content material can all contribute to your new venture and assist make your multi-platform marketing campaign extra reasonably priced.
If you’re going to work with any exterior video, images, or graphics distributors on this marketing campaign, make sure to present examples, capturing specs, and model pointers—as doing so will make it simpler for these companions to match the sooner belongings and explicit necessities. And don’t overlook audio—an often-overlooked asset. We’ll speak extra about this in a second.
TIP: Create an inventory of current belongings and fasten it to your Creative Brief so that everybody engaged on the venture understands what already exists, and might begin digging for these hidden gems that can empower you to create a cohesive marketing campaign.
three. Use proof of idea and storyboards
Storyboards don’t need to be fancy. But they’re extraordinarily useful when growing any form of video content material. Having everybody comply with the visible idea is much more vital when launching a cross-platform video marketing campaign. Whether you’re creating live-streamed content material, brief packaged movies, social platform advertisements, teasers, or promos, a couple of pages of visible idea will prevent money and time in manufacturing and submit. Often, when we now have a very uncommon idea or movement graphics concept, our staff additionally develops Proof of Concept “Motion Boards” so that everybody can see a couple of snippets of video—and we are able to vet the idea absolutely earlier than shifting forward with the capturing script.
TIP: Even when you don’t have entry to Photoshop or Illustrator, you may create storyboards through the use of fundamental instruments like Piktochart.com or StoryboardThat.com— or just dropping inventory photos into a quick Powerpoint.
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four. Consider “outputs” to construct your schedule
As you start to conceptualize, finances, and schedule your venture, listing the entire “outputs” or deliverables you need to create. Then, construct a schedule that leverages some components of your manufacturing days for a number of functions.
For instance, take into account allocating time for an assistant producer to shoot behind-the-scenes images and video throughout key set-ups, particularly when filming consumer testimonials. You can share this content material in your social channels instantly, when you’re nonetheless on location—after which additionally incorporate it into the first footage for some enjoyable angles in your important characters. Remember that interview transcripts will assist velocity up your submit workflow and might function a further deliverable: You can use excerpts in newsletters and add audio clips to your web site with pull quotes.
TIP: A second digital camera is sort of all the time a should for multi-platform content material, and I like so as to add a slider for some visible curiosity. By having this extra tools on web site, you may get double the protection with extra enhancing choices, making certain a sooner turnaround for interview-driven content material.
5. Remember: The increased the decision, the higher
When chopping up and repurposing your belongings in several methods for numerous supply platforms and audiences, it’s vital to keep in mind that usually talking, the extra pixels you purchase up entrance for video (with the highest quality audio), the better your flexibility on the again finish.
You could also be accustomed to the assorted codecs that we all know in short-hand as “720,” “1080,” “2K,” “4K UHD,” and “4K.” It’s vital to keep in mind that pixels rule, particularly whenever you need to minimize up belongings for various platforms and supply specs. When buying photographic or video belongings, search the very best decision you may afford in gear, storage, and workflow—so that you’ve the pliability to make smaller variations for social media, however can nonetheless use the high-res variations for larger-screen supply and even display screen grabs for print.
TIP: Acquire visuals and audio on the highest decision you may afford. This usually means capturing your video venture in 4K at 24 or 30 FPS and 24 bit/48kHz audio. Make certain the precise deliverable spec of every supply platform, similar to vertical video for Instagram and Facebook.
6. Secure correct rights and permissions
Disclaimer: I’m not an lawyer! But I can give you my very own expertise as a multi-platform producer. And right here’s the gist: When utilizing any licensed belongings, similar to inventory footage and music, clear broad utilization of those supplies for as lengthy a time frame as you may afford up entrance. As you most likely know, there’s all the time one other supply medium or model that you could be need after you’ve already completed delivering a number of movies. It’s simply the way in which our multimedia world works. Look for language similar to “in any and all media,” “in perpetuity,” and “in whole or in part…without restriction as to changes or alterations.” This kind of terminology offers you the suitable to crop, colorize, or in any other case edit sound and picture belongings with out having to return and purchase one other license. Many inventory licenses already embrace this language so long as you’re paying a price for this broad utilization. Remember to clear expertise for a number of deliverables, as nicely. And all the time refer your inquiries to an skilled copyright lawyer.
TIP: Don’t assume license means that you can recut the video for one more platform or model.
To wrap up, creating cross-platform advertising and marketing movies could be a problem, however whenever you do some up-front planning, it may be a enjoyable and rewarding approach to inform your model story throughout a number of channels, to many various audiences.