Six original ways to use online video
I’ve said it before: everyone’s getting on the online video bandwagon. There are huge opportunities out there for film makers, video journalists and motion graphic designers, if you know where to look.
There’s also a fantastic opportunity to break new ground, and use video in new ways. Here are six different ways online video is being employed around the web.
Six original ways to use online video
NOTE: this is a video-heavy post; if you’re receiving this blog post as a newsletter, make sure you click on the link to see all of the embeds.
.01 product launch
OK, this one isn’t so much original as obligatory these days. If you’re launching a new website, product or service, you almost certainly need a video to promote it. Using online video can serve two key functions: firstly you can use it to generate an emotional response (usually, “this new thing is amazing!”) or you might just need it to explain something complicated.
En vogue right now is motion graphics and kinetic typography, such as this new launch video for infographics site Visual.ly; if you do it, try and use it alongside a narrative.
Don’t feel obliged to go down this route though. Live action works just as well. I really like this Wes Anderson inspired ditty from FireSpotter Labs to launch their new restaurant review app Nosh.me.
If you’re an online film maker, startup videos are a good stock of work: in the last year alone I’ve helped produce launch films for TheMediaBriefing, I Am Creative (not published yet) and I’m currently working on two more for launch in the autumn.
.02 training & explainers
Video, although not naturally designed to convey complex information, is excellent at explaining things – if put in the right hands. It’s difficult though – my personal project to explain the AV Referendum this year took some serious cognitive juice to avoid it drifting away.
Australian TV show Hungry Beast are masters at explaining complex stuff to young people: this explanation of the Stuxnet virus is one of the best things I’ve seen online all year.
A clear leader here is Vimeo – who’ve published scores of excellent training videos, explaining everything from ND filters to tripods.
.03 404 page
Online video on a 404 page? Seriously? You betcha. Serious credit again to Alex Cornell at ISO50/FireSpotter Labs for this gem of an idea. They’ve shot their own action film to appear every time you hit a Page Not Found. It’s all filmed in one shot, but took some setting up to get right. I’ve never seen this done before, but I imagine it’ll appear all over the place before too long.
And the purpose? No-one likes seeing a 404 page – why not turn it into a treat? It makes your website more memorable.
.04 profiles & portraits
Here’s a little tip for any young film makers looking for work. There are loads of companies out there moving into creating online video and need people to do it properly. There’s a huge market in both online publishing (companies producing their own web content) as well as internal communications.
Interestingly, a lot of them use their online video space to produce simple interviews. After all, it’s quick, cheap and the easiest thing to learn. But actually, interviews are pretty boring, even in video. The more original video producers are instead producing portraits or profiles – that is, telling a story as a (legitimate) way to entice viewers.
For example, software company 37Signals have just advertised for a video producer position in Chicago, but they say explicitly they don’t want to just film interviews: “Testimonials are usually boring – we want to be sure to avoid anything boring.”
The challenge for these companies is firstly recognising portraits and narratives are better than quick interviews, and in finding the people good enough to do them. Make sure they know that’s you.
.05 create a blockbuster
OK, never mind portraits, explainers or product launches – why not suck up the balls and go all out, producing a mega blockbuster?
That’s what visual effects house Red Giant Software did to demonstrate their range of colour correction packages. The result is an epic story called Plot Device which cleverly references the archetypes of Hollywood cinema and shows off the product in a way you didn’t expect.
No deadpan screencasts here: you can see what the software does, at the same time being taken on a memorable journey. It takes a talented director and cast to make sure this doesn’t come off as seriously lame, but done right the results speak for themselves.
.06 behind the scenes
And finally, another new way to use video is to produce behind the scenes films of you, your business, or client. Transparency is big in demand these days and video is great way to show people that you’re human, and you have fun doing what you do. As well as adding a face to the name/brand it can be an effective way to add a personal touch.
UK national radio station Absolute Radio recently hired me to shoot this behind-the-scenes piece about a stunt they pulled in central London back in June. It shows all the fun, effort and camaraderie that people tune in to hear every morning.
Of course, behind the scenes video can also be a neat way to bring in some extra revenue – in the form of a DVD release or similar.
So the takeaway? Online video is not television, so why make it mimic the idiot box all the time? Video is far more flexible and hopefully this post has shown you some of the pioneers who are pushing it forward. Now go and join them!