It's time to break the Short Video Myth. Audiences ARE watching branded videos and stories that are longer than 60 seconds.
During the workday, 30 to 60-second videos rule. When relaxing and especially in the evenings, audiences use their mobile devices and connected TVs to engage in 30, 60, 90-minute video programming. Not just the big streamers, but YouTube, Vimeo and more.
All stories, all content should have a purpose. You should never create content just for the sake of creating something. "Content, Content, Content! Everyone else is doing it, they say we should be doing it. Let's get some content created!" If you're just creating content because 'that's what everyone says we should be doing,' then how are you going to measure your return on your efforts?
One of my favorite things about working in this industry is talking to people and learning their stories. And I've learned a lot of tips and tricks throughout the years for getting good on-camera interviews.
Here are a few to help you get the most out of your next on-camera interview.
One of the big aspects of branding, especially in social media today is "Authenticity." There's no better way to get authentic with anyone, than with a GoPro Vlogging rig. It's unthreatening and creates awesome opportunities to create and capture content on the fly.
One of the best challenges in Storytelling is making the complex, simple enough to understand. There are so many processes around us that make total sense to those who understand, yet mystify those who don't.
How do you create a story to explain a process that you have no expertise in? Listening.
Delivering maximum quality content is all about planning and efficiency.
If all you do is plan your entire project, your entire process around one deliverable, you're missing out on many content opportunities that allow you to work smarter, not harder.
To tell an impactful story, work backward from a singular goal. When your audience is done reading or watching your story, what should be the first thing they think or do? When you understand that, we can develop a story, storyline, multiple storylines or an entire campaign around that singular goal.
A recurring question I receive is "What IS Branded Storytelling?" Is it just a commercial but more cinematic? Does it mean I don't talk about my brand directly?
Branded storytelling is all about making a connection to your potential customer. It's usually a long game, you don't make one video, tell one story and magically you've connected to an entirely new audience. One story might get that initial interest, but a body of stories can form an emotional connection to your brand and your product. Multiple storylines can attract multiple demographics.
Branding today is all about storytelling. And there's no better way to tell your story than through video.
With social media, you want to be putting out content every single day. Especially if you're a consumer product. But if you've never built a Creative Team or an Internal Creative Agency and you're thinking about starting one, well where do you begin? You start with Two.
Filming “We Are: Brewton, Alabama” for Georgia-Pacific with dual Canon DSLRs and a super cheap Best Buy LED light. The high quality lenses are more important than the cameras themselves in making pretty picture.
Too often I hear from videographers and DPs that “the camera is just a tool, and if you want to shoot something correctly, you have to have the right tool for the job.” In some cases they are correct. When it comes to big budget episodic shows and films, bigger is often better.
But when it comes to digital storytelling and branding, it’s the creative use of the tools at hand that matter more than the ‘right tool.’
Building on the first episode, "We Are: Brewton, Alabama," we've now launched the second episode coming from Palatka, Florida. This 'move the needle' campaign is traveling the country to showcase the employees who make up the GP Brand, one small town at a time. You'll notice we've done a little tweaking on the title graphics. We're liking this new, large direction. The main show was edited by Kim O'Neill then I tweaked it a bit and the show was finished by Editor Scott Franklin.
In this episode, we travel south to Palatka, Florida. Palatka was the largest town in Florida through the early 1900’s though it’s hard to believe it today as you drive through this beautiful small town. Home of the St. Johns River and it’s world-class fishing, Palatka is also the home of the Dallas Family. Beginning with Mom back in the 1960’s, the entire family has over 150 combined years working at the Georgia-Pacific mill. You’ll meet “The Inventor,” Wade Dallas who has three patents and is always tinkering with new ideas, along with his older sister Karen who is celebrating 42 years at the mill. Come along as we meet this amazing family, try out Florida’s oldest diner, relive high school football memories and enjoy the Florida Azalea Festival. We might also discover what’s in Wade’s “Super Chest.”
About the series: Georgia-Pacific is more than just a brand. We’re proud to be over 30,000 great people, making great products in communities all across this great land. Join us on “We Are” as we travel the highways and byways to introduce you some of these amazing people and their hometowns.
Drone approaching a GP employee in Brunswick, GA
Last week I traveled to Brunswick, GA to oversee aerial filming for a new Georgia-Pacific image campaign focused on sustainability. There are many steps and actions GP does every day to ensure the land and water in their communities is protected and will be here for future generations. Trying to explain those ways can be complicated and long-winded. So I developed a campaign that involves just one, maybe two shots in a series of 10 - 15 seconds spots. Each spot is a single message, simplifying the storytelling to help encourage audience retention and social sharing.
Really excited to see my new branding campaign launched today. “Life of a Box” introduces new branding for the Georgia-Pacific corrugated division. Taking viewers through a three part story on how Georgia-Pacific produces a better box to help protect the most precious cargo.
We brought the iOgrapher out again today for a great Facebook Live chat with Georgia-Pacific CEO Christian Fischer hosting Major Bob Parker and wife Captain Kathy Parker from The Salvation Army Metro Atlanta's Angel Tree Program.
My new storytelling initiative for Georgia-Pacific was rolled out externally this week, "We Are: Brewton, Alabama." It's a few months later than originally planned, but forces beyond my control delayed the external release. But Episode 1 of the series featuring the incredible Glen Freeman is now live.
Filming in the woods of North Georgia
In order to sell a product well, you need to understand the manufacturing process. The entire manufacturing process. GP Studios was tasked with creating an immersive experience to showcase how Dixie products are made to the internal sales teams. Originally it was planned to start with the papermaking process, however I proposed starting at the very beginning, in the forest. That segment introduced a vital message to the sales team, the sustainability of forests is first and foremost in everything Georgia-Pacific does. Sustainability is a buzzword that can be tossed around, but to visually be reminded that this is more than just a word, turned out to be a key takeaway from the presentation.
I storyboard everything from the most basic project all the way through multiple episode series. I can't draw worth a lick, but even stick figures show the basic idea of what you're trying to accomplish for a given scene. I've always used 4x6 index cards, but when I purchased my Microsoft Surface Pro with the ability to draw right on the screen, I wanted to start storyboarding right on the computer. I started out playing with Sketch.
“Folks, here’s the snake chaps, be sure to put them on so the rattlers don’t get you.” Now THERE’s a phrase I’ve never heard in my 25+ years of storytelling. And let me tell you, that phrase wakes you up in a hurry. Of course my response was, “I make these look good, don’t I?”
Nope not me, the DP checking the shot.
This past weekend I got to film a new Lynda.com course on Video Producing. This time Rose and the crew came to Atlanta to do the filming. This time the course is all about Video Producing, or what exactly DOES a Producer do in the modern production world?
Glen Freeman at the wheel of his Candy Apple Red Ford hot rod.
When I was brought on as the first Creative Director for Georgia-Pacific, the main thing I was tasked with was bringing a new storytelling focus to GP's external communications and branding. In particular, transforming GP from a big corporate brand to people. With over 33,000 people working in over 200 locations across the United States, there are many stories just waiting to be told.