How to grow your business with YouTube

Why should YOU care about YouTube as a business tool

Online presence and social media play a huge part in promoting and building awareness of a wide range of businesses. But how do you make your brand or product stand out in the online world?  We believe that YouTube is one of the main business tools that can help you.

1. Global Reach

YouTube is the world’s second largest search engine and third most visited site, after Google and Facebook. Over four billion videos are viewed a day and eight out of ten 18-49 year-olds watch YouTube in an average month.  According to YouTube’s own statistics, the site has launched local versions in more than 88 countries. It is possible to navigate YouTube in a total of 76 different languages and thanks to YouTube videos you can gain access to a worldwide audience. Therefore regularly created and uploaded videos can help you reach both local and international audience. 

2. Higher Search Rankings: 

YouTube will help you achieve higher ranking in Google searches. Regularly created and uploaded videos help increase search engine optimisation (SEO), as well boost the overall authority of your website. There are two reasons why embedding a YouTube video on your website increases the chances of a higher search ranking in Google: first, YouTube belongs to Google, so all YouTube videos get additional score by Google searches. Second, the video by itself becomes unique content that is highly valued by not only Google, but by any other search engines.

3. It is Free and it Drives Traffic to Your Website:

It is completely free to create a YouTube channel for your brand.  It is a convenient hosting platform for your videos and you can share and embed videos placed on YouTube anywhere else on the web, including your own website, social media and emails.  If you haven't got your channel yet, we have put together this Getting started with YouTube Guide.  In this guide you will learn how to create an account and how to how to link your videos to your website, so that it is easy for people to find your business once they’ve viewed your video.

YouTube channel can be relied upon as an important tool to make your business more visible and memorable.  

Choosing format of your videos

There are many ways you can leverage the YouTube potential, but you always need to keep in mind the business objectives behind your video content.  The format of your videos will be driven by what you want to achieve with your videos. 

We have identified four most popular types of YouTube videos which organisations use to grow their business: 

  1. Showcasing products and services: this type of video gives you the opportunity to introduce yourself and your business to your client base, to show your products in their best light and to explain their benefits. 

  2. Raising brand awareness:  videos that help raise awareness of your brand. This kind of video is usually focused on being entertaining, keeping viewers’ attention and getting viewers to share your video. Whether you choose to create a corporate video or an entertaining advert, it is very important here to make your audience enjoy and want to continue watching your video. Brand awareness videos help to show your authenticity and personify your business by highlighting company's values and introducing some of the people who are behind the brand.

  3. Informative videos and tutorials:  one of the most popular types of video on YouTube, this is where you demonstrate expertise in a particular subject. People frequently search the Internet for answers to a whole range of questions and here is where you can help them with advice, knowledge and even solving problems. These videos are about building authority for your brand by sharing your knowledge, experience and expertise in a particular sphere.  It is not unusual to create video tutorials for your customers, where you explain how to use your products, or how to do things closely related to your product which both attracts new customers and improves engagement with existing clients.

  4. Client Testimonials:  another way to build trust for your business is to make videos of customer testimonials. Filming your customers’ feedback will help show the professional quality of your work and the efficacy of your product or service. 

 

As you can see, YouTube is full of opportunities for your business marketing.

Download our FREE Getting started with YouTube Guide.

If you are looking to create high quality video content for your business, please do not hesitate to get in touch with us at http://www.shortlisted-productions.com/contact-us/

 

 

 

From Financial Services to Filmmaking

Like many of my ex-colleagues working in the financial services industry, I was working hard climbing the career ladder just to discover that it was the wrong ladder.  I've got a lot of skills and experience in my 20 year career, but I wanted to get out of the corporate world.  Eventually I discovered that my real passion is filmmaking.  But how do you start a new creative career without taking a huge financial hit by losing a corporate job?  Here are my tips on how I achieved it:

1.  Find a job you love and you will never have to work a day in your life

This saying is great, but it does not materialise immediately.  It takes years of learning and experience to make a living in the filmmaking industry, and not everybody succeeds financially.  But what is important that you need to take time to understand what you like.  It took me a few years of experimentation - carpentry, upholstery, photography, painting, animation, sewing. However, after I got my first decent camera, discovered the video button and did some editing, I knew that I had found it.

2.  Take any opportunity to learn both formally and informally

Once you know what you want to achieve, try to find suitable courses and networking opportunities. I have done an excellent course with the London Film Academy (about which I've written a separate post), I have done several editing, sound-recording,  lighting and camerawork courses with Morley College and 01zero-one.co.uk. I found a government-sponsored programme that gave me free of charge business mentoring service for my creative business and free facilities for client meetings.  I regularly network with filmmakers at various events, particularly short film screenings and educational workshops (for example, Shorts-on-tap, Short&Sweet, The Film Festival Doctor workshops, online cinematography forum Cinesummit).  I take every opportunity to practice, whether it is a family celebration, a paid corporate video job, a student commercial or a short film done with complete strangers through Facebook filming groups.  I am also a member of the Let's Make A Scene group on Meetup where we regularly meet to produce short films in a social learning environment and where you can try different roles from gaffer and sound recordist to producer and director.

3.  Get a financial cushion

Many filmmakers have to do additional jobs to make a living, and I am not an exception.  I chose to do property development and am now completing my second fairly large project - the conversion of a hotel to flats in Eltham, London SE9.  And guess what?  After we finished the build, not only had I reupholstered the furniture, sewn the curtains and used my pictures to decorate the place, I also made a film.

Please contact me if you are interested in the purchase of the apartments.  The properties are located just off Eltham High Street (Royal Borough of Greenwich).  Eltham is minutes away from many central London stations with direct trains to London Bridge, Canon Street, Victoria, Charing Cross and also has excellent bus connections. Easy access to both city and Canary Wharf.  Excellent schools. 

I am also happy to help if you need a film for your business.



Big League Cine Summit III - what I learnt

According to Big League, the organisers  of Cine Summit lll (http://bigleaguecinesummit.com), more than 40,000 users logged in on 21-22 January 2015 to watch this online event dedicated to the best in cinematography. And I was one of them.

As mostly self-taught filmmaker, I have to grab opportunities to learn from online sources.  But never have I previously written about my experience of such online events.  This event really stood out for me, as it gave me a good recap of some basic knowledge required for filmmaking.

There have been 9 presentations in total covering composition, camera operating and movement, storytelling techniques, lighting for low-cost productions, commercial lighting for fashion, sports and cars and a technical introduction to lenses.  These were presented by some big DP names in film and commercials - Frankie DeMarco, Kevin Shahinian, Rasmus Heise, Matthew Santo, Stefan Borbely, Shane Hurlbut, David Vollrath, David Vollrath and Matt Workman.

Here are the things which I found  most useful:

1.  Camera Operating, Composition and Storytelling Techniques

  • Thinking as an editor helps to be a good DP and Director - think about what you need to tell the story and what is required to connect the scenes/shots
  • Still photography is a great source of inspiration for the style and look of a film
  • When framing and composing, try to think how it should look like if you were watching a good movie (e.g. if you are doing a horror scene, would you be scared given current set-up, do you need to add more contrasting shadows?)
  • Here are a few examples of how to use frames and composition to express the mood / emotions / ambiance:
    • When filming 2 people conversion, use over-the-shoulder shot to show connection between people, and you can use shots that show each character in a separate shot talking to each other if their relationship is broken or there is no much connection
    • Shifting a character to the left of the frame, making him look into a "negative space" (e.g. on the left side away from another character), and revealing the space behind his back which is visible to the viewer, can add horror feel to the scene
    • Use selective focus(blurring/out of focus) to show memories/dreams vs sharper images of reality
  • Visualisation of camera movements can help to create the most suitable look for the scene.  It was interesting to see the demo by Matt Workman. In his example, a character crosses the road and enters a building - and you can achieve equally interesting but completely different looks by using tripod, dolly/slide and crane.  
  • With all the methods of camera movement (handheld, tripods, dolly, tracks, rigs, steady cam etc), you actually can work from the emotion of the scene to choose what works best. Some of the advice given is that:
    • Dollying into the character is good to show emotion (e.g. showing somebody falling in love). You show the movement through space and perspective, and can even pass something on the way to get closer.
    • Zooming in is good to demonstrate the thinking, idea generation process.  Zooming works well when you are looking into the mind and eyes of the person.
    • Leaving the camera still/lazy on tripod can work well when actors are active in the frame.
    • Be experimental with your framing - sometimes unconventional composition can add character to the film (e.g. introducing the character for the first time in an unconventional (e.g. upside down) frame that focuses on the environment rather than the character himself might better drag the viewer into the story)
    • Think what works better for the scene - subjective interpretation (when you show character, and then his point of view) or objective interpretation (nobody’s point of view)
    • When reviewing shots, it is worth reviewing all aspects of physical operating - focus, framing, focal length, distance to subject, f-stops, lenses, etc. Sometimes it is worth experimenting to find the right look for the scene, so don’t be afraid to change the set up (provided you have time for it).

2.  Kevin Shahinian - my Inspiration

Now I want to talk about the presentation that inspired me. 

How many times have you heard that if you want to make a serious career in film industry, you should avoid doing commercial work, and, as a cinematographer, if you are doing weddings, then you are at the bottom of your profession?  Well, Kevin Shahinian proved it wrong. 

Singlehandedly, he revolutionised the wedding cinematography.  His clients pay anything from $10k to $100k for a short film made with a DSLR.  I watched everything he’s got on his website http://www.pacificpicturesblog.com/blog/ and I find it really impressive that these films have been produced without super-expensive Hollywood equipment, and, more importantly, without huge teams.  In fact, some of them have been done by Kevin completely on his own.  So how does he achieve such amazing results? 

The main thing which makes these films special is that all these films are narrated/scripted productions.  The inspiration for the script comes from the personal stories/experience of the clients, and usually no professional actors are involved.  Kevin takes into account the talent and abilities of the clients and shapes the characters to suit the ability, and takes rather structured approach to script development:

  • Structure. Reliance on basic 3-act structure: 1) the first act establishing the status quo and showing emotional low to engage the audience, 2) the second act showing a “life-changing” journey, with maybe another emotional low at the end, and 3) the third act showing resolution.
  • Science of emotional engagement. Use of tools that grab audience attention such as ‘cliffhanger opening’ (where a character is presented with a difficult dilemma from the start) and ‘in medis res’ (where the story starts with mid-point dramatic action rather than set up of characters and situation).  Interestingly, Kevin also refers to the work done by neuroeconomist Paul Zak (http://youtu.be/rFAdlU2ETjU) that relates to measuring hormones cortisol and oxytocin that are proved to be responsible for feeling empathy, trust and engagement with a character.  Can it be more scientific than that?
  • Mythology and use of semiotics.  Taking inspiration from the history and myths, and specifically from the mythology analysis done by Joseph Campbell.  Leveraging semiotics to build into the story signs and symbols that are meaningful to the characters.

In terms of technology, it has been incredibly useful to see the list of used equipment which shows that you do not necessarily need ARRI Alexa or the most expensive Black Magic to produce Hollywood-style look.  Most have been shot on Canon 5D Mark III with 3 Canon lenses (24-70/2.8, 70-200/2.8, 24/1.4).  A few other gadgets, including tripods, Glidecam 4000HD.  Of course, some shots required a bit more than that – so you also see Jimmy Job, Phantom 2 with GoPro.  Not sure what sound equipment Kevin used given that some films he does completely on his own – so there wasn’t anyone running around with a boom – there must be some radio mics.

Overall, my conclusion is while the equipment you use matters, but what you do with it is much more important.  I am amazed by both what can be achieved by a single person and the amount of knowledge and skills that goes into this. Simply inspirational.

3.  Caleb Pike - Lenses (best technical presentation)

Talking about technical side, the presentations on lighting and lenses have been really useful, and I am particularly grateful to Caleb Pike for his presentation “Everything you need to know about lenses”, which really gave me confidence in understanding how to choose lenses whether it is buying a new lens, or just choosing the most appropriate lens when filming.

Theory and definitions recap:

 Focal length measures the distance from the optical centre of a lens to the imaging sensor when the lens is focused at infinity. It has an impact on the image you get as it affects the perspective, background and features of the subject through the following:

  • Field of view (FOV) – how much you can see in the frame
    • The wider lens (smaller focal length number) – the larger the FOV
  • Depth of field (DOF) – how much is in focus in your shot
    • The longer the focal length (bigger focal length number), the shallower your DOF; the shorter the focal length, the deeper your DOF.  Of course, focal length is not the only thing which determines depth of field – you need to look at the combination of focus distance, aperture and focal length (that is why you can see on the web a lot of DOF calculators!)
  • Lens Compression – how distance and subject size is rendered in your shot, the level of distortion (e.g. things appear closer or bigger than they are) – which is useful when you want to make compositional choices which would not be possible without degree of distortion
    • Lenses longer than 50mm will compress the image, lenses shorter than 50mm will decompress the image

Compression

  • distorts the relative distance of the scene and affects the way a subject’s size is rendered
  • can be used to isolate subject or hide unnecessary details such as microphones and lights
  • can be used exaggerate subject or action
  • opens up space (when filming in small spaces)
  • can flatter the face of the character

Decompression

  • Can give monstrous look to the subject (good for sci-fi or horror)

This is an image produced by Stephen Eastwood which is widely used on the web to illustrate the point:

Lens Aperture (f-number) – a set of blades in lens that opens & closes to control how much light hits the sensor. All lenses have max aperture range (larger aperture = smaller f number).

  • A larger opening (=smaller aperture number) gives you more light and shallower DOF, and a smaller opening (larger aperture number) gives you less light and deeper DOF
  • Advice on aperture use:
  • When thinking of desired DOF, use aperture together with focal length as both affect DOF
  • Don’t change aperture once the camera set for a shot (it is ok to change aperture if moving from wide to medium shot)
  • Set aperture first and then change ISO to get the desired exposure
  • Zoom lenses have either a “constant” aperture or “variable” aperture that changes as you zoom.  To have better control over aperture, the constant aperture zoom lenses are more preferable.

Sensor sizes – there are 4 main sensor sizes: Full Frame 35mm, APS-C, Micro4/3, Super 16mm – knowing your sensor size is important when choosing a lens because each lens is designed for a specific sensor size.  If you are using lenses that were not made for your sensor, you get side effects:

  • Cropping – when you put larger lens on smaller sensor (cropping ratio will indicate how much you are cropping from the full frame)
  • Vignetting – when you put smaller lens on larger sensor

Caleb compares the above with mattresses and sheets – if you put larger sheet on smaller mattress (cropping) – it is OKish and, but if you try to put small sheet on big mattress (Vignetting) – not so good.  However, there are adapters for some lenses that can correct these side effects. 

Adapter types:

Metabones.com appears to be the leading company producing all types of adapters except for the Throttle one.

The above knowledge gives a whole new meaning to the way you think about cameras and lenses, and encourages you to experiment with different lenses.

Perhaps the most interesting part of Caleb’s presentation was his analysis of the lens/mount compatibility and his explanation of why he prefers certain cameras.  He compared camera mounts Canon EOS, Nikon F, Sony E and Micro 4/3 to lens mounts Canon EF/EF-S, Nikon F, Sony E, Canon FD, Micro 4/3, Olympus OM, M42 and C-Mount.  Amazingly, Nikon F, who are famous for the high quality of their lenses, have the worst compatibility  which means that you cannot lenses other than Nikon F and Olympus OM – so you cannot experiment with a variety of lenses from other brands.  On the opposite, the Micro Four Thirds have the best lens compatibily with only Sony E lens mount not compatible.  And that was the main reason why Caleb loves using Micro 4/3 as it allows him to experiment with lenses including those designed for larger sensor – the use of booster adapter fixes the issue of cropping and gives perfect results.

Another article which I found useful on the above topics is HERE

4.  Lighting

The CineSummit provided us with several presentations on lighting – from low-cost options to lighting beauty, sports and car commercials.  And the complexity of knowledge you need and variety of approaches overwhelms me.  I am not even getting into discussion about the cost of proper lighting in commercials – it is way beyond my budget.  However, here are a few learning points that I picked up for myself: 

  • Start from lighting the space rather than lighting a subject/object.  Think of everything which produces light on the set, how it can bounce or change, and how it all falls into place. 
  • Try to set up lighting which works in all directions for the scene.
  • If there are art designers involved, leverage what they can do.
  • Find stuff which is already beautiful and get inspiration from the nature and real life.
  • Always be prepared for change (think of spare/extra lights) – lighting changes continuously.
  • Experiment with materials (gels, filters, fabrics, paper, muslins…) that reflect, diffuse, bounce, block, filter light or change/modify light in any other way.
  • Use Hazer to add texture to your light (you can see the light rays with it), play it against darker objects, but be careful to ensure consistent atmosphere for the scene
  • You can achieve interesting results by using cheaper lights (fluorescent lights, light-tubes (particularly Philips give good colours), LEDs – can be bought in hardware stores.  You can be experimental and spray-paint cheap lights to give various looks.
  • Using two or more colours in one scene can give interesting looks (and also might give benefits in post-production as different colours will be easier to separate)
  • Beauty commercials – to create heightened reality you need lots of light and filming at high speed (150 fps) is not unusual.  Briese light is one of the best key light for beauty stuff. 


These are my take-aways from CineSummit III and I am looking forward to the next event.  Huge thanks to the organisers.  

P.S.  I believe you can still get access to full set of presentations on their website for a small fee.  Highly recommended!