 Hello. Good evening. You look sad. Why are you sad? Because the holiday is over. Why are you guys sad? It's a bit difficult to turn my head and see empty pockets of the planet. Can you probably move forward those who have an empty seat in front of them? If it's not. You would look like we're friends. Okay. So, let me do a quick check before I proceed to start my blabbering here. So, anyone here who have done any sort of videos before? Video. Have you done any videos before? Don't be shy. I haven't done any videos myself before. Just kidding. So, anyone? You? Just you? You? What type of videos have you done? What's your name? King May. Okay. What sort of videos have you done bro? You didn't play? You just recorded? Record. A video of a 3D printer. A 3D printer? Yes. How about you? What are you repairing? It's repairing at jug. Jug? So, how many people watch your video when you upload it? Five million? Less than five million? Less than five hundred? That's awesome. There are five hundred people who are interested to see how a jug gets repaired. It's fun. So, a bit of an introduction about myself. I'm from the Philippines. I've been in Singapore for nine years now. I have my own... I used to have a video production company. I've done videos for Microsoft and Standard Chartered Bank, those clients. But recently, early last year I shifted to content strategy. Which is more like a holistic approach on what to do with your videos. Because the thing about video production is after a video is done, most of the clients won't know what to do with the video. So they spend like let's say 15,000 to 20,000 dollars for a five minute video. And what happens to the video is they just upload it to their boring blog site where no one watches it. And it's okay because I get paid the money but the thing is for them, if no one is watching those videos they are not able to bring it to the right channel. They were not able to distribute it to the right audience. So, somehow they need strategy for that. So, I came up with this where aside from producing videos for my client I designed the strategy. So, let's say for the 20,000 dollar video instead of having a five minute corporate video I can probably create like six videos for them which they can use for six months. So they can have like a once a month update for the next six months. And I think it's better that way because most clients would have more content to leverage on to build their brands. And tonight I'm going to be discussing is my company can find me on Twitter. I tweet six to eight times a day because that's part of my job. I do it for my clients as well and I write two blog posts a week and I have a podcast you would see it on my website when you visit my website. I record podcast twice a month. And I've been doing a lot of content which started from my passion of doing videos. Tonight I want to share about designing video content. So, we're not going to be touching on how to film. We're not going to be touching on what cameras to use, how to edit those boring stuff where you open up a computer and edit your videos like you film, let's say film for three days and try to edit it down to a three minute video. Can you imagine the amount of work you need to do for that? The what do you call this? The biggest project we have done is we did a video for SMRT we film for seven days. Seven days like starting at 2am and then finish and pack up at 10pm. So, 2am to 10pm. So, imagine how much footage we have and we end up having four minute video which was shot on seven days. So, if you want to to evolve in that part of the video production worker or a lot of resources where you can go to but today it's about the thought process. It's about how can you as an individual come up with your own video? Right? Is it true that only big brands can come up with their own video? Is it true that is it right to say that only those people who have money can come up with their own video and influence and share a message to their target audience? That's what we are going to be covering tonight so it's more of the what do you call this? The thought process, the principle behind why you need a video and how you can come up with a video that would matter and not just a video but videos that would matter to your target audience. I have a question. Do you think that do you think that do you agree that a viral video can be made? Yes or no? Yes? How about the rest? Who says yes? Who says no? Who says I should have gone to the Deadpool movie instead of sitting here in this library. I want to watch Deadpool. I'm late already. It's the second day and I haven't watched it yet. Okay, so no, a viral video cannot be made. You know why? Viral video so you cannot just decide like, hey, I want to do a viral video. How in the world are you sure that it's going to be viral? So a viral video, it happens after you have done a specific video depending on the topic that you have covered the relevance of that topic and if people enjoy watching it and we would notice that most of the viral videos that we have nowadays practically they don't make sense, right? The more senseless a video the more viral it becomes. Do you agree? You can find like tons of people like pouring a bucket of ice on their head and then challenging their innocent friends I challenge you to do the same until the whole world was doing it and then when my friend tagged me I just replied, why am I going to do that? So I think it stopped on me, on my network of friends when they started tagging me I didn't do it. Anyway going back to why you were here I hope you would have an insight after this few minutes or an hour or so how you can come up with your own video. Why? Why do you need to come up with your own video? Let's see. iPhone iPhone sucks Just kidding. I'm using my iPhone as my remote. So video is all the rage right now and rightfully so more and more professionals are using it as an effective self promotion to advance their careers. What else? Whether it's freelancing looking for a job or running their own creative firm. Why is video more effective than any other medium? Why? Because video has sounds video has it's a moving image and have you seen a person who watches who stares a photo like for an hour and a half anyone would do that but you can do that on a movie on a video because it brings you to some sort of journey when you're watching a video. So you start at the beginning of a video and then you end up knowing and discovering something learning something. So it's the process of how do you come up with that message. The approach that I'm going to be teaching you is a mixture of the approach because I'm also a filmmaker myself the approach of how to do it if you're doing like a short film or a narrative video and not marketing video or self promotional video. Okay? First since I won't be discussing how to film the filming process I won't be discussing it to you and I want to encourage you somehow bring you to a place where you would tell yourself I can do a video even though I don't have this type of camera or those type that type of camera. Okay? So what you will need is just a smartphone if you have a smartphone and the concept. Okay? So if you're not convinced that the smartphone can be used to pass a message I'm going to show you a short clip of a series of videos that were shot on an iPhone 6s and a 5s iPhone 5s. Okay? So probably I want to start with this so that you would probably have something to believe in that this thing can be done even if I don't have a camera. Okay? Although if you have money to spend and you really want to invest on a proper camera you can do it. But what I'm saying is from where you are now with the resources that you have you can come up with your own video. So I want to show this short clip of a series of iPhone videos. So what do you think? Those sets of videos were filmed on an iPhone. So do you think it's an it's a valid excuse to say that I don't have a video camera with me the technology of how smartphone videos are designed nowadays is like a lot of people are going to lose their job with I mean if the ordinary person can really wake up one day and decide I'm going to do all this stuff with just my smartphone and recently in Sundance are you familiar with Sundance? Sundance Film Festival there was I think a winner of a short film category where he shot the whole film on 4S iPhone 4S and they won an award. So I want to I mean the gist of what I want to share with you tonight is for you to not be limited like when you think of video the first thing that comes to your mind is I want to buy a camera it's a matter of thinking big what do you want to do with a video? What is the message that you want to send across? What is who is your audience? What is the platform that you want to engage people with that video that you have? So after watching the video are you convinced that this is something that you can do because it's an iPhone it's just a compilation because I think it's a short film competition specifically for iPhones imagine they have their own short film competition an iPhone short film competition So I hope it proves a point that it can be done and that's what I aim to impart in the next few minutes that it can be done if you want to do it you can do it it's not only for us who are in this industry once you have a message to tell once you have a message that you want to share start doing it and you would not know the impact of that video that you're going to be doing So my next screen says meat busting Are you familiar with the show Meat Busters? Video takes a lot of time and I don't have time to do it and it's difficult This is what everyone would tell themselves Right? You agree? Have you ever said this to yourself? It's difficult But I want to tell you it's a matter of perspective Going back to what I've mentioned earlier With the resources that you have if you won't do and start doing something with the resources that you have you end up doing nothing So this is a myth Yes people would say that video is difficult and takes time to do But most of the people who have said this haven't tried doing their own video because this is like a dead end when you say this I don't want to do this I have tons of money I'm just going to pay It's good if you have tons of money Just pay me I'll do the video for you But the thing is I'm trying to explain to you that you can do it yourself So is to freeze the thumb Always say this on my workshops What do I mean by freeze the thumb? How do you use your smartphones? You always like flick, right? Scroll If your video is not successful in freezing the thumb when someone is scrolling and then it shows your video thumbnail and then they stop scrolling it means attention and that is your objective in doing your video no matter if it's your own video or you're going to hire someone to do the video for you in social media that is your own that is your only objective if you're doing videos for the sake of gaining likes don't do it because you can pay for those likes and if you understand social media if you understand facebook advertising it doesn't mean that you have 1000 likes on your video 1000 people also watch it So your objective is that people would watch your video not you have to go beyond people liking that video Another thing your offline experience should influence how you communicate online What do I mean by this? What do I mean by this? You're going to be thinking of starting your own video recording your own video content You have to start with whatever you are saying offline when I say offline like this, you talk to your friend talk to your family or to your dog if you like to talk to your dog most often You have to start on that topic You know when you talk to a friend and then they believe you for what you say or you talk to your family or whoever your students your office mates, your colleagues and then they believe you for what you're saying You have to start there Why? Because that's your area of expertise That's your area where people would also believe you when you do that video and post it online because if you are just if you are this person who has this huge sense of you more and then you started doing a video where you're preaching and asking people to be Christian or believe a certain religion it doesn't reflect who you are but if you are a church leader and you started doing video that pertains to church leadership then people would watch you so you have to start from a topic that people are already listening when you are discussing the topic so you have to start there because there's no use to talk about something that no one has ever believed you and then you record yourself and you expect people to watch you it doesn't work that way so probably the video you did what's the video again it's repairing the jug probably before you started it you asked someone someone watch you repair a jug I don't know but probably it came to a point that you know that you can repair the jug that's why you film it so it's something that it works first offline before you decided filming it and uploading it so that's my point if it doesn't work offline for you don't do it that's your starting point that should be your ground zero another point that you need to consider is duration of your video should match the attention span of your audience Nilsen found that majority of the campaign value for ad-recall this value brand awareness so they have this data after watching 10 seconds of video 10 seconds of video is not enough right it's not that much but according to this research people are already responding in a span of 10 seconds so you have to also take note of that if you're gonna be sharing a message sending a message across deciding your video content the first few seconds are crucial that's your make or break point if they don't get let's say you did a video and then you started with hi good morning it's a nice day today I'm wearing green and you already spent how much 6 seconds of talking nonsense right so you have to keep that in consider that in designing your video content right imagine even in offline experience if you talk to a friend or someone or a stranger and he's just talking nonsense like for a few minutes it's a waste of your time right what do you do you don't have the stop button or the eject button to get rid of that person but what you do you come up with something like I need to go to the bathroom I need to go to the washroom I forgot my dog hasn't eaten yet I need to run you come up with all those alibis because the person is wasting your time right same with video the first few seconds are crucial okay so we now go to the design process the concept all videos need a concept so what is the concept and how does the concept work there are a lot of ways to write a concept for a social video which is a social media video the easiest way is to create videos that would provide a good experience to your audience why because an experience experience is the only thing that would make your fellow human beings come back to a the same spot where they were before if they didn't experience anything at all on that specific time where you showed your video they won't come back to your next video and watch your next video it's all about experience so your concept should be based on a specific experience okay even if you're doing like a repair video your concept should probably start with like stating like how that specific jug needs to be repaired did you step on it or did it drop like five stories you have to state the scenario an experience or what happened, why you need to do that video and times of videos that you can do I forgot to write my email address there because probably I'm just going to be uploading this on the facebook the slides times of video that you can do the first is you can create a how to video what is a how to video example, how to design your logo in 10 minutes people would watch that because students or entrepreneurs who don't have enough money to pay a graphic designer would probably want to give it a try how to design a logo in 10 minutes how to save battery how to save the battery of your smartphone you see a lot of those videos which people watch how to transfer files using wireless storage those are topics that you can start doing if you want to build your audience but it has to relate on who you are as I mentioned if you're a dentist and you did a video on how to transfer files using wireless storage I mean it's cool right if you're a dentist with a video of showing how to transfer files but again it won't be relevant to his industry if you're a network technician and IT person you can probably do it and people would watch you and people would relate to what you're doing the next type of video is the top list videos that you can also make say top 10 holiday spots in Singapore probably you have your smartphone just go to these top 10 spots and take a few seconds of footage and put it together people would watch that that can be your own content if you are a travel someone who loves to travel you can do it practically everyone loves to travel is there anyone here who don't like to travel traveling is awesome right if you only have enough money to circulate the globe top 15 iphone apps for designers for something like this how can you be creative because you're going to be showing an iphone app you can probably just ask your friend to flip through on the iphone why you're filming it probably over the shoulder or on top no matter how you do it as long as you provide relevant information to the people who wants to watch it or the top 3 digital marketing ideas these are ideas that you can use next one that you can also use with your smartphones are behind the scenes videos for example you're a video production company you can ask someone to film it film behind the scenes because it's an interesting perspective if you have done an awesome video if you're able to show behind the scenes people will relate to that they will enjoy watching it or setting up an interview using 3 cameras if you're a filmmaker or a video production person you can show it behind the scenes or welcome to Akme Cafe's Kitchen if you have a cafe or a restaurant why would it be interesting to do behind the scenes video because not many people have access to your kitchen imagine if you can do it in a fun stuff every day just talk to your random stuff what is your words of wisdom for the day something like that don't leave the oven don't leave the fire in the oven when you go home it's going to be fun another type of video is a brand story this one is a bit I'm going to show you an example because this is what I usually do for my clients but you can also do this using your smartphones but practically a brand story video is a video that is not advertising is non advertising it's value centric and it's non product centric what is a product centric video if I'm going to do a video and promote this simply water where did I get this simply water how would a product centric video look like probably you would ask you know a friend holding the water right in front of the camera like you know talking about how this water brings life or how this water is better than the other other bottled waters that's a product centric video the thing about the product centric video is nobody cares about the product centric video anymore nowadays if you have access to data nobody is watching commercials anymore commercials that just talks about a video those old style television commercials that shows the product or you know where you have this nice looking lady like showing a sofa waving his hand like this or holding a product showing the product it doesn't work anymore is we are in a season where the users or the watchers of the video are in control what do I mean by saying that they are in control eh before I mean if you are a brand you have a product right so even before a potential customer watches your video or goes to your website already done his research all your competitors are where they are just a mouse click away agree you can find everything on google if I want to buy something that I don't know where to buy it it's gonna go to google okay there's just really low chances of I mean practically there are no more what do you call this TV commercials there hasn't been that huge sale based on a TV commercials in the past 10 years according to data nobody ever bought something because of a product centric TV commercial eh imagine I have let's say I have two graphic designers the first graphic designer this is how he promotes himself okay he says hi my name is bob I'm a graphic designer I do excellent work I've done stuff for this company in this company and I'm really good you can look at my portfolio I'm really good that's a product centric approach okay the customer centric approach let's look at the other graphic designer okay graphic designer or Faisal Faisal is another graphic designer instead of him showcasing and talking about his own glory or how good he is he writes blogs he does videos that guides the users on how on why is it important to select the right color for a brand identity okay he writes blogs that explains why it's important to care about the fonts that you use but he never for once he never mentions that he's a graphic designer and that he's good do you know who gets more customers first graphic designer or the second graphic designer who second one right because that's the nature of that's our nature every time someone sells to you something what do you do? if you can run away you will run away right because selling if you're doing sell if you're gonna do a video and you're gonna sell you are interrupting the journey of the watch of the viewer the immediate reaction of the human being when you are selling of a human being when you're selling something to him is can you hear about that I don't care I don't want to buy it I won't buy that even though I want it I won't buy it hey but those people who are able to add value through their videos instead of keeping instead of always talking about their products how good they are why they are better than their competitors these content creators that receives more engagement this is something that you need to consider when you are going for a video content that you want to post on social media and you have a product to sell or you have a service to sell don't sell the first thing that you need to do when you are doing content a video content is don't ever sell if you want people to buy from you don't sell that's the rule of the game today if you want to sell okay keep selling and watch how people would not buy from you so I want to show two types of example of a brand story video this is a short brand story video I filmed it in around 3 hours but it's not using a smartphone but I want to highlight on how you should design a video the first video is about this cafe the usual video that you would see on a cafe a video about a restaurant or a cafe is what what do you usually see you see the food and probably someone talking about imagine that information that comes into your brain you see a food and someone is talking about food that's the usual approach but for this we did this what do you call this it drive it increase the engagement of our clients brand because of the video that we did for them and I told them I want to do it in a way how I experience your cafe I don't want to talk about your food probably you can mention your food but not focus on the food so I want to show you this video about cafe I hope this is the right video we've been told that when people walk in the door the region is warm it comes with a heart people are friendly they enjoy a little comfort food myself and Erika we went to Paris to study history so we met in Paris and we came back together we decided to start an online business first so we were selling cakes and desserts to friends and family then I got to know Jessica we are all very passionate about both food and desserts so we came together they came to me with this opportunity to hate the kitchen and I've always loved to cook so I tried two bakers and I thought this is fun it's just that we take pride in what we do and it's something that we are passionate about so we put in a lot of love a lot of hard work into making this dessert fresh and make sure that everything that people pay are good we do come to visitors because we are a vibrant young cafe and the staffs are fun and happy all the time hopefully you taste in the food that we make so I asked them to focus on the experience inside the cafe instead of them talking about the food, why? because I think it's redundant to show the food why? because when you see when you see food the next thing that you want to do is eat that food no matter what people say I mean if you see good food you're going to eat it so I asked them instead why not talk about because I really experience stepping inside that cafe I really experience something feel at home and the three ladies they're really chill and cool and friendly so I asked them to instead talk about that part of their business which is fun instead of focusing on a specific menu why? because most cafe videos would talk about the menu and if you're going to be doing a video on a specific topic try to do some research and look at how people are doing it if they're doing it specific way you have to go through that and do it differently okay you have to be different if you want people to watch your video you have to be different I only have two videos to show the second video is about I really don't know how to pronounce it kairopractic you know that they do some weird bending to your what do you call this spine yeah for this video the initial idea was the doctor wants to talk about which part of the spine is being bent or being stressed that's why you need to go to a kairopractic doctor or practitioner I told them can we do it in a different way so I asked them what is their target clients or target audience they said oh we only want to cater to bodybuilders okay I thought of a way how to make it fun I told them okay can you find me a bodybuilder and let's film him in a gym and probably let's do the story and share how beyond bodybuilding there are more important things to think about which is also the more weight you carry what is the impact on your body it still amplifies their brand but it doesn't it's not product centric in a way where they talk about we are the number one kairopractic in Singapore and we have fixed more spines than anyone in this planet those are the product centric approach, let's see that means that they are going to be more successful to particular types of injuries that can occur as you work out that creates a bunch of stress on your joints whether it be in the spine or anywhere else in your body so the more stress that occurs can actually lead to more injuries down the road if you're always hurting if you're trying to max out on your one rep but you can't get there because you're always in pain or because your body is not functioning optimally maybe it's time to look towards the spine and see what's going on and actually do the action helping out whenever I'm at the gym I see a lot of people who struggle who may even want to incorporate a healthier lifestyle but they just can't that's why I want to step in and actually help them out because I've been there I actually injured myself doing squats I was doing them using improper form at the time a person came up to me and said hey why don't you try this why don't you try getting your kairopractic shot I did, within two weeks it felt a lot better I can actually form in the gym if you're trying to spend all this time money effort trying to create this perfect physique in the gym why don't you try that way you can have family breakthroughs in the gym but also breakthroughs in life so not only breakthroughs in the name but only breakthroughs in life which is I take a powerful statement to encourage people to care about their spine right because if you talk about how good they are in fixing spines so what right I mean why would anyone care if you're good at fixing spines but I drive them I drive the story towards the direction like what is the real value why I should care for my spine which is more valuable than selling me session a free kairopractic session I mean if I understand the value I actually underwent this myself because I understood the value and in my work I'm always carrying heavy stuff although I'm not going to, I don't go to the gym these are heavy stuff that I always carry on a regular shoot I carry three of these with lights and everything let's go to the script this is something that scares many content creators I won't call it filmmakers because it's a bit huge content creators the script is a scary thing just the concept of writing a script is scary do you agree? have you ever tried writing a script or the only script that you wrote was when you were in high school you need to write a script as an alibi to your mom because you went elsewhere but you have to convince your mom that no I was at home I was studying so you write the script right? that's a different script so I call this the holy grail of storytelling this is a practical technique that you can implement in writing your own script it's easy I always share this on my workshop and to my students it's something at science you don't need to go through film school for you to come up with your own story okay how does the holy grail work? you need to start practically you have a beginning you go to the theater right? you watch a movie why do you stay until the end of the movie before you leave the hall? why do you stay? what makes you stay? experience let's say lord of the rings did you watch lord of the rings? aside from that good you watch a movie, you stay because you want to know what happens to the end towards the end the lord of the rings is like how many hours of film other than 10 hours of film but what's the story all about? the kid who has the ring you want to find out if he is able to destroy the ring right? and then we all have to go through the 10 hours of grueling experience but it's a nice movie right? that's a good story and if you're going to tell a story you have to start with something to keep your audience and make them stay the basic formula that you can use I can share to you is start with a question a marketing approach like how do I get more customers for my business? this is my story let's say this is the story that I want to do I start with a question start with a question then after the beginning of course there's a middle the middle is and of course there's an end I want to jump there already so let's go and talk about the middle or the end first the end is you have to answer the question as our dear friends I mentioned here a while ago is she want to know what happens if it's a love story you want to know if the guy the dude and the chick would end up together so you want to answer the question towards the end the middle is everything that happens in between for my story I started with a question how can I grow my customers so I would probably talk about what I have now what I am doing now so my middle will be this is what I am currently doing I put up an online store use Google AdWords I did a lot of marketing via word of mouth but it's not enough you have to still live something towards the end remember that you can do everything in the middle but don't answer the question yet that's how you create that's the basic structure of a story begin with a question allow the watchers to go through a journey in the middle going to our lord of the rings analogy a lot of stuff happens in between Frodo getting the ring and him destroying the ring a lot of things happen what's the name of the Gandalf Gandalf died and heroes again Gandalf died heroes again, what else a lot of things, a lot of stuff happen in between but it's enough for the viewers to stay because they want to find out if you started with a question they would want to find out what is your answer so my answer for this analogy for this example is instead of selling my question is how do I build so I say instead of selling I will start delivering content that would benefit them so that's my story how am I going to be translate it to a video content probably I start with a question how do I build my audience I would probably let's say use a footage of a crowd or even animation it doesn't necessarily have to be just videos footage of a crowd or footage of someone by himself either way we need to show something that pertains to growing an audience and then when you go to the middle which is what you're practically doing you can just show footage of you on a computer because you talk about what advertising, google ad words those are stuff that you can film on your iphone on your computer to fame it however you want to do and towards the end can probably show let's say if you are a marketing firm or marketing agency can probably show something that would relate to your brand it's okay to show your logo as long as you're not really hard selling remember the stories that works are those that don't sell that never mentions anything about selling a product those are the stories that work those are the stories that people would relate to and if people can relate to them they will buy from you okay? products are non-living things human beings will never connect to a product no matter how good that iphone that smart phone that laptop whatever it is no matter how good how expensive it is you can never relate to that when you are doing video your objective is for them to relate freeze the thumb okay? when they decide to freeze the thumb something strikes them this is something that I need to watch this is something that I can learn from so I will stop scrolling and play the video that's the objective of the video content that you need to create okay? so if you are going to do it on your own what is your holy grail that should be the question that you need to ask yourself okay? what are you? who are you? what are you doing? start with the question are you working sir? what's your job? service manager service manager of customer service customer service so is it for a department store or what? more in general medical devices okay medical devices customers it gets complicated the more I ask question it's like the more complicated your job becomes is there any other easy job here? okay let's try it customer service medical devices okay so practically your company is selling medical devices and you manage the customers like if they complain or if they like your product or if they want to follow up they want to maintain practically want to maintain and repair so if you are going to write a holy grail for that specific industry is you don't start with the product you start with the question why do I need to support my customers that's where you have to start because that's the heart of what you are doing you are practically supporting these customers in their journey after they bought your product okay if you're going to talk about how effective your product is which I think in many ways your product is effective but if you're going to focus on that you lose the essence of what you're doing because customer service exists because there's a bit of a problem on a product it has to be maintained there's some sort of aspect of that product that the customer doesn't understand okay so you can start with the question of do I need to support my customers after buying my product and then you bring them towards the journey okay so whatever you're doing, whatever your job is there's always a question don't everything that your job is boring okay what do you think is the most boring job seems like everyone here is enjoying their job what's the most boring job again accountancy accountancy okay what's the next boring job okay she said accountancy is boring I cannot agree or disagree because I'm not an accountant but she has reasons why she said accountancy is boring so what else do you think is a boring job prime minister you think a prime minister being a prime minister is boring it's difficult being ahead of a company CEO think that's the most boring job because every day of your life you get the troubleshoot you're not even growing I don't know but I think it's the most difficult and boring work so start on the right foot make sure the first 8 seconds you will drive a point and can summarize the whole thing for you why? because going back to the Nielsen data they are already reacting okay so don't waste the first few seconds of your video plan whatever your message is make sure that in the first 10 seconds you nail the point right if it's your video start with that practically the question why do I need to care about the customers why do I need to care about the people who bought this medical devices you already drove a point and end with a breeze you need to have call to action because if you have like a very good video and you didn't tell your audience what to do you miss the point so you need to have a call to action what do you want to achieve after they watch the video okay the last part I want to discuss is the whole design process first is what is your brand message and identity this is now the the approach the whole process of creating that video the holy grail is writing the script the holy grail is writing the script the design process the first one identify what is your brand message or what is your identity because why do you need to identify it because that is what makes you unique that is what makes you unique let's say I have two smartphones anyway there are only two smartphones iPhone and the others just kidding let's say I have two smartphones I have a Samsung Galaxy and an iPhone 6S let's talk about your brand identity iPhone says I'm better than Samsung it's valid right but when Samsung says I'm better than iPhone it's also valid so does it make sense for them to to say that they're better than the other it makes less sense right people would still buy what they want to buy at the end of the day right but why Apple has a huge share of the market is they were able to tell their story in a way that more people can connect if you watch Apple advertising, Apple videos you sell them I don't know if you notice it have you ever seen them tell you buy our stuff? no they don't have one single advertising that tells people to buy their stuff they don't even mention their computer company or their smartphone company their Apple period and people can relate to that brand because they were successful in telling a story that most people can relate to while Samsung also a good phone is struggling to convince people because of the features of the phone because they focus on mentioning why they are better why they have clearer screens or whatnot but people if you bought Samsung it's okay if you bought iPhone it's okay but the reality is once I don't know until now it's still the case but once Apple dominated the market we all agree with that and the mystery is they never said buy from us not once okay so next is identify who is your video for who is your audience your target audience if your target audience are customers you need to identify them clearly otherwise you're gonna be creating the wrong content you will end up doing content for everyone which doesn't work you can never do content for everyone if you want people to respond to your content identify those people and what do you want to accomplish probably to get more email subscribers no? to get more social media followers and to get more interactions there can be a lot of goals that you want to accomplish but focus on one need to focus on one goal again if you want to the person who tries to say everything ends up saying nothing at all remember that focus on a specific audience and focus on what you want to accomplish let's say audience is my customers what I want to accomplish is retain them you probably spend one year focusing on that goal and then the next year is growing them it's a matter of finding it out next on the logistics you need to choose a location for your filming, for your video it can be your house, your office and there are three inside the train wherever as long as you get your story across pick a topic and record yourself the idea is going to use this with a smartphone how do you pick the topic going back to my my earlier point is that should be the one that separates you from the rest going back to my graphic designer example every graphic designer will talk about how good they are but this specific graphic designer the guide will end up having all the customers that's how it works of course post production this is a whole new science but we have youtube you can probably just go through a short tutorial but post production needs time to learn you can probably ask a friend as long as you own the story you know how to film it filming you don't really need anything not that you don't necessarily need technical skills if you're going to be using your iPhone the basic stuff what are the basic stuff make sure you're not filming from the top of the head going up and then the person is talking just show the face start a blog why do I have this here when you create your video content what do you do with that content it's so easy to write a blog if you are able to create a video content it's no problem for you to write a blog do you know Seth Godin anyone know Seth Godin know him why is that guy why is that man ridiculously different from the rest in the past 10 years he's been blogging how often every day Seth Godin writes a blog super basic design but imagine every day he's blogging about creativity so someone ask him like how in the world are you able to do that write a blog per day his answer was interesting he said you are able to write if a person can speak he can write if you can speak for 5 minutes if you write that imagine speaking for 5 minutes and you start writing that instead of just speaking it in words you have your blog if you want to deliver a point which you can say in front of people or in front of a person you start to write it that's your blog feedback for me it encouraged me a lot but there's no way I'm going to blog a day there's no way in this world I'm going to do that but it helped him he speaks in conferences and people would pay him tons of money just because he blogs once a day another thing he said is just keep doing it no one pays you to do it for them which in his case it worked why do you need to start a blog what do you do with your video would you just upload it on youtube and post the link on facebook what do you expect how would the people interact with you write something about the video write an interesting topic about the video why you did it or let's say your subject is a client what did the client say when you were filming your video there are a lot of things you can talk about when you create your content create your video your blog is your landing page for people to watch you and youtube youtube is insane how many videos are being uploaded in youtube if you're gonna just depend on a youtube link and you're just starting it's gonna take you probably twice or thrice the time to get the viewership if you're writing a blog and if you write a blog let's say you wrote a blog under 300 words you pick up phrases from this blog on twitter you pick up 140 characters of meaningful statements that you wrote in your blog and it becomes a twitter post and then post the link to your video or to your blog page that's how you grow your audience that's how the video content for social media works because if you just film a video and edit a video on youtube don't expect anything to happen unless you pay Kanye West to mention you on his next tweet then you get viewership but who would want to be associated with Kanye West I don't want to be and of course be social what are the channels instagram in instagram you can upload probably the first 10 to 15 seconds of your video you can do it of course facebook and twitter lately there's periscope you know periscope who's on periscope they are saying that this is the next wave of social media but filmmakers or video content creators are arguing on the ways being done because periscope is vertical video you practically create an account on periscope and you film yourself or you film whatever but it has to be vertical so there's a whole debate going on whether the vertical video will replace the normal horizontal video but a lot of people are growing their audience through periscope because it has immediate interaction you just film yourself probably doing your stuff and people get to react as it happens I started using it but I still don't know what to do with it so I'm just following people and looking at how they do it but they say eventually it's gonna be big soon especially with twitter deciding to go for the 10,000 characters that twitter it's gonna be facebook soon so we're gonna have two facebooks one is called facebook and the other one is twitter so that's everything I have to share and I hope gave you an idea an idea to start something on your own and if you are you used to be facing a blank wall on how to start doing your own video that the thing is you can do it with or without your camera these professional cameras you can do it with your smartphones as I have showed to you a while ago the iPhone footage it is doable so want to thank the creative crew peeps here the guys who provided me a platform to share if you have questions I think it's about time that you ask it if you have, yes sir so I really want to thank you my question has to do with music background music I think that some of the videos are very good and one of the things I think you didn't speak about was the music interest and I find it very important because it sets the tone at the room like for instance when you showed us the video about the chiropractor I noticed that so my question to you is very simple first of which how do you choose the suitable background music and number two when you source this background music from background music I intentionally left it so we have something to discuss awesome right okay and it's good that you asked it so the rest, but I'm kidding I actually forgot about it anyway music how I do it a lot of video editors have their own way but how I do it is I do the interview so after doing the interview probably I end up with let's say 30 to 45 minutes of the person, the doctor talking it's not scripted the way I do it I throw in the question and they answer it as it is being asked at that moment because you cannot fake authenticity you can always tell if it's reading from a script so my technique is I always throw in the question so they get to answer as they process it on their brain and it sounds authentic it sounds real that's the way they can answer it at that moment so how I do it is let's say I put the 45 minute interview my next stage is I will come up with less than 2 minute soundbite which is whatever he's talking about in the final video and after that I would probably buy download samples two or three sample music sample tracks and then I would play it below the voice so it's it's objective it's a personal preference you know but probably years of doing it I already like I mean it's already in my system to know that I like this music because I'm also a musician myself so I like it I will shortlist the music and then if I like this I'm going to buy this in this is the website audiojungle.net audiojungle.net you can buy 17 USD to 19 USD I mean if it's a client work practically the client would pay for it but also if you want to build your own stock it's a personal investment but there's a website that you can get it for free it's called just google free music archives it's free but the thing about this website is it's like going to a maze they have tons of music to give away for free that you have to suffer finding the right music but for audiojungle.net you can download it as a sample and then when you when you decide you just buy it and replace it then you buy it so those are the sources for music but if you have a musician friend that's the cheapest way to do it because if you would any musicians here okay there's no point in sharing my next point no musicians okay next question I won't if you care what you say to your like how would you I won't as a friend I would do it myself but because if you would notice based from if you go to the website there's a specific pattern which is called the four chord pattern only musicians would understand it so it's a four chord pattern and probably how I would do it if I'm not a musician how I would do it is I'm going to sit beside the person and it's going to play along as the interview is being spoken that's just how it works but make sure you have with an agreement with your friend I'm doing this for you as my friend because if your video makes it big then he started asking you my name in this business is just an option believe me I used to ask as a friend before and then something awesome happened to the project we're not friends anymore sad but true any more questions which pro would you use to do the two minutes on buying edit post production use Adobe Premiere Pro bring bring me yes okay for the phone again depending on your smartphone device if you are able to find a really quiet room and you are this far say you're filming this far you'll get really clear audio but if you want to do it like in the TECA center really crowded don't do your interviews there by the way okay if you are in a crowded place you would need something like this which is a lav mic this is a lav mic I am co-cop to my recorder so I have a microphone on me so I get to tell my mom I did this the night and I get a nice background colors okay so this is an expensive lav mic but there is you can buy the cheapest one is 65 dollars if you're interested it's called because there's this lav mic that's really the mp11 you plug it on your phone why you're filming it when you plug it on your phone okay, probably the mic you can put it here on the table or use like a cool mini tripod like that and if you send a sound well it's good the microphone is good sure lav s-u-r-e-l-a-v they can do it sure, lav okay, any more questions? friends, do you think you're doing a lav video? do you think you're doing it? using videos nowadays there are a lot of brands I can think of like there are me and me of course Apple Cosberg Cosberg, they're really good actually last year Cosberg was on the top content marketing top content marketing video last year, 2015 but Airbnb as an example if you look at Airbnb all their content then you don't talk about those rooms that they are renting out what are they talking about on their content is the places when you go to Airbnb content it would look like a tour when you call this tour package company is providing a tour package because they keep talking about what you can do in that place which provides the value okay she's going to be doing it 25 minutes or so no, those brands for me, number one, Airbnb Cosberg, Apple and if you notice the Super Bowl football we know they're half time commercials it's popular because of the ways being done those are sources of inspiration that you can watch any more questions if you don't have questions, answers they have answers I think it's very interesting that you mentioned because it started off because the more I walk around the more I see people usually for commercial purposes I was at B Cinema because they actually turned out to host us so it's all and then the I forgot which brand they started to make host us or see that as the future I think yes it's the future but my personal take on that was down to the weight and the volume of the content even if someone decides to do it like, you know, Diagonal someone will make and help where the video will be Diagonal we wouldn't know if you were my age, my goodness you would realize what has transpired in the past past three decades past four decades I don't have smartphones before okay, you have to go in a physical library and pray to God that the point must be the right book more questions? okay, thank you very much guys for listening, hope you learned peace