Two-Part Blog on Makings of a Social Video for Your Business

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April 29, 2013 by thesmallmediumdenver

See video for Social Brothers by clicking on this image.

See video for Social Brothers by clicking on this image.

The following is a two-part blog about making a short video for your business with a smartphone.  The video is made for Social Brothers ( ) out of Arvada, Colorado, providing an array of online media tools and services for business owners across the nation.  The blogs are also written for Social Brothers, and posted as two separate posts.

See video this blog discusses via Social Brothers LLC:

PART ONE: The Makings of a Short Video for Your Business

Short videos for your business can serve as wonderful content material for your entire online presence, including social media and website.

I’m currently collaborating with Social Brothers and have hopes of developing the product into future services for our clients.  We are making a short informational video discussing tips for others to make their own promotional creation with an iPhone.  The idea is to give business owners some tools to use a device, like their iPhone, to create their own video material at a reasonable cost.

The production process of making a video with an iPhone includes writing a script/outline, shooting (recording) the video footage, and editing the video clips and audio into a finished product.  I’ll discuss some steps to carry out this process while referring to our current project at Social Brothers as an example.

Personally, this project allows me the chance to utilize may past experience in film and television production towards creating content for websites and social media.  Years ago, I worked in the film and television industry and have experience shooting and editing video footage.  Now, years later, I am truly impressed at the capabilities of the iPhone, from shooting video to editing footage with the iMovie application.  There are definitely limitations to using an iPhone for creating videos, but the simple ability to shoot decent footage and edit it together with music is truly an amazing tool to have in the palm of your hand.

First, when creating a video, decide on the overall goal of the finished product.  Our goal with the Social Brothers video is to create a three minute informational video that can be shared on our YouTube, Facebook, Twitter, and Website accounts.

Your goal should be something similar to ours.  In addition to providing information, you may opt to promote your business with humor, specials, or simple tours of your establishment.

A two to three minute video is recommended for a couple of reasons.  First, this is a proper length of time to ask mobile/social media users to view your product.  Users are fairly active when they are browsing their social media timelines, so two minutes of their time is not much to ask, whereas a seven minute video may be overlooked during their browsing.  Secondly, keeping it short in length provides users with enough storage space on their phone.  Video takes up a lot of space, so too much footage can take up more space than available, thus making editing on your phone no longer an option.

The next step in creating a video is referred to as the “pre-production” stage, or the planning stage, before you actually start shooting video.  Pre-production is the key to pulling off any video project.  We all have wonderful ideas, but when they are not outlined, in detail, they often don’t translate to a usable video product.  Writing a script for any video project is ideal, but at least provide an outline for the idea if script writing is not desired.  The current script for our Social Brothers video is about four pages long.  When read aloud and acted out, we predict about a three minute video.

The next stage in creating a video is the “shooting stage”, or time spent actually recording video footage.  We are currently in the shooting stages of our video for Social Brothers.  The recent cold and snowy weather have kept us from completing our outdoor scenes, but we have shot our indoor locales.

It is rare to have everything go as planned, especially during shooting stages.  Problems, like ours, may arise or you may discover problems with your footage after you’ve finished recording for the day.  If this happens, don’t panic, just realize there are always options to fix the problems during editing.  You can come up with ideas for still images or pictures to be shown in place of unusable or unattained footage.

We, at Social Brothers, are currently at the shooting stages of our video, thus this is where the blog will put further discussions of the matter on hold.  Look for a future blog post where I will discuss the process of completing a video for business owners, with details of the editing and audio procedures using the iMovie application.

PART TWO: Post-Production Stages of a Short Video for Your Business

We now continue the discussion where it left off: The final stage of editing the video into a finished product.

You have now shot all your video footage and it remains stored on your iPhone camera roll.  Before you enter the iMovie app and begin editing, go back and look at all of your video clips one by one to look for any takes that are completely unusable.  Clips may be unusable because the sound was terrible, the camera was out of focus, or any number of reasons.  If you find any of these clips, delete them completely off of your phone in order to free up storage space.

Now, to begin editing your video together, enter the iMovie app you’ve purchased and installed from the iTunes store.  You will create a new project and begin inserting and arranging clips, one by one, and fine tuning them down the the tenth of a second in length.

The easiest way to begin the process of inserting and arranging clips is to reference your script and/or outline.  Although you may not have shot the footage in order of the script, you can arrange your clips in the proper order.

The time spent on your outline, script, and pre-production will continue to pay off during the inserting and editing process, as they are the blueprints for arranging the scenes you’ve shot.

Continued practice with the iMovie app will provide your own routine to inserting clips from your camera roll and trimming them down to a desired length.  One worthwhile tip is to trim your clips with a flowing pace in mind.  Keep the action moving and dialogue continuously flowing, as you can’t afford to waste “empty” air time when creating a short length video.

With regard to your audio options, the iMovie app is limited to allowing one audio track from the video, one voice-over track, and one inserted audio file.  The audio file you insert is usually a music track and serves as background music for this type of video.  The app automatically allows for the background music to fade down when using audio from your video, and fade up for muted video or inserting still images.

Now that you have spent quality time inserting, trimming, arranging video clips, as well as inserting and adjusting levels for music and voice over tracks, you are ready to share your video.  Once you have arranged a finished product to your liking, the app allows you to share your video to your camera roll (highly recommended), to your YouTube channel, and other options.

Keep in mind that your project will be optimized once you choose to share it, thus this will “clean up” the finished video so that it doesn’t appear “jumpy” between edited images.  You may notice the “jumpy” look to your video while editing in project mode, but the final optimized product will be very clean.

After sharing your video on YouTube, you can now use that link to share with your other online profiles.  The more platforms you share the video on, the more online exposure it will generate.


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