Video has become a massive part of marketing communications.
Studies show that video content continues to be the driving force behind better SEO, maintaining consumer’s attention span, getting higher engagement on social media, increasing your click-through rate on email campaigns and increasing customer conversions.
What most people do not realize is just how complex even the simplest video can be. No longer is it grabbing a VHS camcorder, throwing it over your shoulder, taping something, editing on your linear machine and calling it a day.
With today’s technology, the tools at our fingertips are so advanced and high-tech, yet it is crucial to still have the educational foundation to build upon.
Today, we’re going to review important terminology when it comes to video production.
Aspect Ratio is the relationship between the width and the height of your video dimensions expressed as a ratio. Today we mostly stick to 16:9 for traditional HD.
B-roll is supplemental footage that provides supporting details and greater flexibility when editing video. Capture as much variety as possible including: Wide shots, close-ups, bird’s-eye view, etc.
Color Temperature is a characteristic quality of the visible light in an image. It ranges from cool to warm and is measured in the unit Kelvin.
White Balance is the process of capturing the correct colors for the type of available light. You are making sure the color white is always white and does not have blue or red tints.
Boom Microphones are microphones that are highly directional. They are used to capture audio from just off camera by attaching them to a long pole.
Handheld Microphones are used for interviews or presentations. They come in both wired and wireless and are perfect for “man on the scene” type shoots.
Lavalier Microphones are small clip-on microphone that attaches to the subjects clothing.
Depth of Field (DOF) refers to the part of your image that is in focus. A deep DOF will show nearly everything in the frame sharply in focus. If you have a shallow DOF, a narrow range within your video image will be in focus.
Aperture is the unit of measurement that defines the size of the opening in the lens that can be adjusted to control the amount of light reaching the film or digital sensor. The size of the aperture is measured in F-stop.
Frame Rate is the rate at which a shutter opens and closes, or a sensor captures video during one second. Typical frame rates are 24, 25, and 29.97, 30 and 50 and 60. Here is a great example.
Monopod is similar to a tripod, but with only one “foot.” It provides support but also mobility, and is handy in situations where bringing a tripod would be too cumbersome.
Tripod is used to stabilize and elevate a camera, a flash unit, or other photographic equipment. All photographic tripods have three legs and a mounting head to couple with a camera.
Rule of Thirds is a method of composing your shots in an aesthetically pleasing way. Where the lines intersect are points where you want to put your subject.
Shot List is a full log of all the shots you want to include in your film; essentially it is a checklist filled with minute details that will give your film a sense of direction and efficiency.
Slate is a rectangular board and clapstick that produces a sharp “clap” sound. Used for capturing and organizing sound during production, making the job of the editor easier when syncing picture and sound in post production.
Three-point Lighting is a common type of lighting setup that lights a subject from three different sources in order to control shadows and balance contrast. The three lights are typically called rim, key, and fill lights.
Key Light is the main light source. It shines directly on the subject, usually from the front right or front left, and it establishes the overall look and feel of the shot.
Fill Light provides balance to the key light by “filling in” the rest of the subject’s face with softer light. It should be positioned to the side that is opposite the key light.
Back Light creates a flattering rim of light around the subject, separating him or her from the background. Sometimes the back light is called a rim light.
Establishing Shots are shown towards the beginning or end of a scene, to set the stage and show the full environment.
Wide Shots show the whole subject and their surrounding environment.
Mid Shots get closer to the main subject, showing more detailed gestures and body language.
Medium Close Ups are just a touch closer than mid shots, but give greater detail.
Close Ups fill the frame almost entirely with the subject’s face. This emphasizes a character’s facial expressions and helps the audience understand their reactions.
Extreme Close Ups are super close to the subject, usually detailing just one part of their face, like the eyes or mouth.
Cut-Ins also known as insert shots, typically show objects or props that a character is manipulating.
Two-Shots show two subjects in the frame and their spatial relation to one another. Usually both are positioned to fill up roughly the same amount of space within the frame.
Over the Shoulder shots are also used in dialogue scenes to show conversations between two people but with an emphasis on a particular character’s perspective.
As you can see, professional video production is both an art and a science. The real key is the ability to take this experience and knowledge and help clients tell a compelling story. As an example, here is a link to a training video for Macy Catheter. Training Videos are very effective because they can provide difficult subject matter difficulty.
As you can see, there is a lot to video production. Contact us and we’ll show you how to amplify your brand through the Teleos’ Video Studio.
Here are several of the other videos we have done for our current clients – Ellis County Title Company and Kelly Kay Paper.
Based on Teleos’ proprietary T5 Analysis, the Agency guides businesses in how to communicate the benefits of their products and services to the needs of potential customers. Teleos crafts end-to-end marketing solutions that define the brand, resonate with audiences, and creates marketplace momentum. We know that design is more than pretty: it’s how a business works.
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