|
|
Family Features |
|
Resources |
Elements of a Good PR Video
The subtle use of branding, either verbally or visually should help keep consumers informed while not pushing a product. It will also keep Web publishers from wanting advertising dollars for running the video. That means:
- Limited verbal mentions of brand name, product name.
- Limited use of visual product shot. A good rule of thumb would be to use less than 10% of the total runtime of the video for direct visuals, and 15% for indirect.
- Limited use of logoed or text visual references that indicate brand or production name. For example in a cooking demonstration, avoid having the demonstrator wear an apron with the brand’s Web site address. This also applies to graphical overlays within the video
- Avoid using adding branded pre-roll or bumper messages before or after the video.
Ask, are how-to style videos providing solutions to common consumer problems or issues?
- The branded product should help the consumer complete a task and should not be the sole focus of the video.
- Avoid having the demonstrator provide over-the-top endorsement of the product. The endorsement should be subtle for the fact that the demonstrator is using the product is strong implied endorsement
Technical elements:
- Flash 7 offers the most universal platform for distributing videos. Flash 7 compression specs:
- Resolution 4:3 aspect ratio: 480x360 pixels, widescreen 16:9 ratio 480x270
- Frame rate: 30fps
- Video data rate (464 kbps)
- Audio data rate 48 kbps
- Total data rate 512 kbps
- Keyframe rate every 2 seconds
- Software to use to encode video (resource at Brightcove)
- Software to edit video:
For some tips on how to improve your online video presence, read Online Video Makes Sense - Even for Local SMB, recently posted on Bulldog.
|
|