SHORTS
THE DOs & DON’Ts
Video shorts are an important part of IMPACT's marketing and messaging, but tricky (not hard) to pull off effectively. There are 3 reasons for this:
1. They must have a certain level of polish and professional execution.
2. They need to be internally generated, which not only allows for them to be created spontaneously or last minute, but also brings an important air of "genuineness" to them.
3. They MUST be on brand.
BRAND
IMPACT shorts should always be fun, but never funny.
Fun, because with IMPACT life is good, life is relaxed, life's worries are minimized.
Never funny, because comedy is incredibly hard, and none of you are actors. Trying to be funny, or act out scenes just comes across as lame, amateurish, and stupid, diminishing the good work that IMPACT does.
If you need proof this, just watch these horrible Rever Grand videos.
CONTENT
Every short you create should be informative, knowledgeable, and helpful. There's dozens of different subjects, and just as many ways to shoot and create these. Just remember, within whatever style or approach you use, ALWAYS be INFORMATIVE, KNOWLEDGABLE, and HELPFUL. Here are a few shorts from the web that are good examples:
PRODUCTION
The way you film your shorts is important, but easy to do.
First, always shoot 4K at 30 FPS (Frames Per Second). These settings are easy to set on both iPhone and Android.
Try to be steady when you shoot. Don't move the camera unless the video you're making requires it.
Always use the rule of thirds. This is the framing that brings the greatest impact (no pun intended) to your videos. Here are some examples.
Try to shoot your video shorts in ONE PULL, with no camera starts and stops, unless the type of piece you’re creating requires it.
In all cases, you'll be uploading your videos to an AJR Dropbox folder:
You can add your own folder with your name for tidy housekeeping.
AJR will check it, edit any material that requires it, clean the audio, add any graphics and/or captioning, and finally upload it to YouTube, Facebook, and Instagram.
Questions? Feel free to call Gene Carlisle from AJR directly: 541.227.1730