video tips for charities...seo favour video and, most important of all, your target audience expects...
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VIDEO TIPS FORCHARITIES
wildwoodmedia.co.uk
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WelcomeAt Wildwood Media we pride ourselves on high-end, quality video content at affordable
rates. We also offer special discounted rates to charities so they can have the
professional video production content that they require and deserve.
Why the e-book?We wanted to create this
e-book because we
realised that despite our
special rates it was still not
possible for charities to get
the regular video content
they required, often downt
o budgetary issues.. Also,
like in business, the char-
ity sector is large and
varied and some charties
have substanial marketing
budgets whilst others have
none. So this document
helps all those achieve a
certain level of video con-
tent - whether a one-off or
multiple projects
Why video?
Video is essential in todays
world. Social Media and
SEO favour video and, most
important of all, your target
audience expects video.
We explain on later pages
why video is so important
and present some really
interesting facts and figures
to back it up. Just know
going in that video will im-
prove your connection with
your audience and help
market your charity like no
other format can.
What will you learn? This book’s central idea is
that you won’t have the
best equipment but that
with understanding of
technique and a few tips
and tricks you’ll be able to
produce video that may
not be Oscar worthy but
can at least connect with
your audience and deliver
your messages in a clear,
concise, way. It’s not a com-
plicated ‘film school in an
e-book’ approach, it’s the
very basics that will make
a huge difference to how
your videos are perceived
and recieved!
Do I need equip-ment? Other than a phone or
tablet, no - that’s the short
answer. Obviously the
more equipment you have
the better but we’re here
to teach you how to make
basic films on basic equip-
ment. As a video produc-
tion company we’re proud
of the level of service we
offer - our attention to
detail, story and quality
is what stands us apart.
A big part of what allows
us to produce films that
connect with people is the
equipment we use, but
we appreciate the reason
you’re reading this is that
you’re unable to purchase
that equipment or use our
services on a regular basis.
So therefore there are two
ways to look at the content
within this book; one is to
use it to improve the video
work you’re producing on
your phone. The other way
is to get excited about the
possibilties of video
prodction and use these
techniques but with more
advanced equipment.
Later in the e-book we will
discuss some possible low
cost additions you could
make to improve your
set-up and ultimately the
videos your produce.
Chris Newberry, Managing
Director, Wildwood Media.
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About Wildwood Media
| Why are we qualified to tell you how to make a film? It’s a fair questions! We’re a creative media company based in the
South East of England but work internationally. We’ve been running six years but have over 20 years of experience.
We work with a wide range of clients from large brand names such as Vanity Fair, National Grid and CBRE through to
various SMEs. We also work with a wide range of not-for-profits such as NHS, United Nations Women, National Careers
Service, National Citizen Service, Street Soccer Foundation and local government organisations and emergency services.
Who we are... Wildwood Media is a full production
agency that can help guide you
through the maze of creating a film
for your company. Whether your
video project is for an online promo,
advert, training video, social media
content or you have an event that
needs filming, we can provide not
only the services to realise this but
also the expertise and personal
touch to make it easier on you and
your business and create something
beyond your expectations. We’re
based in Maidstone, Kent but we
travel far and wide, so no matter
where you’re based, feel free to get in
contact! So if you need video in Kent,
London, nationwide or international,
we can help.
As an award-winning company we’ve
had the pleasure of working with
many fantastic clients, from blue-
chip, household names through to
SME’s and sole traders. In addition
to helping all this organisations gain
powerful and effective video content,
we also offer a focus on corporate
social responsibility (CSR) films and
charity video production.
If you’re after CSR promotion or a
charity wondering if you can get the
video content you require, then get in
touch and we’d love to discuss your
project with you.
Services
We offer the full range of video
services, from classic on-site filming
through to animation, aerial filming
and photography, CGI graphics,
motion graphics and live streaming.
Types of videosIf you need a video - we can produce
it! That’s the long and short of it, there
isn’t a type of video we can’t produce
or likely haven’t work on! Typical
productions include:
• Promos
• Social media films
• Branded content
• Training films
• Communication/Awareness films
• Live event streaming
• Corporate films
Our ExperienceWith over 20 years of
experience, we offer a
knowledgeable and friendly
approach to business video
production. We’re creative
but with an understanding
that each video and company
is different and requires a
bespoke approach.
We’re an award-winning
video production company
based in Kent, working
nationwide, producing videos
for businesses of all sizes. We
also offer aerial filming and
photography, media training,
animation and motion
graphics.
Our PhilosophyOur company prides itself on
the work we do. We don’t just
make films; we look at finding
the emotive and connecting
tissue between the film, the
client’s organisation and the
target audience. We believe
the best way to engage
viewers is through films
that resonate – high quality
aesthetics are a must, but
our ability to create emotive
and cinematic content stands
us apart and is one of the
key reasons our work is so
effective.
Our Approach In addition to our looking
for the heart and soul of a
client’s film and story, we also
stand apart by our approach
to the production process.
We have an incredible
collection of creatives
who can help bring your
vision to live. In addition
to that though we plan
thoroughly, from meetings
and in-depth planning that
includes scheduling, regular
client updates and sign
offs, through to in-depth
post-production process
that in addition to editing
can include colour-grading,
sound design, music licensing
and production and motion
graphics and FX work.
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Video Essentials aka ‘The Key Basics’
| This is the most improtant section in this e-book. What you will learn here will make all the difference to your video
production and it’s usefulness in helping you achieve your marketing and messaging needs.
How we set up a camera, where we look and how we come across are the essentials. With the techniques included on
these next couple of pages you’ll be able to put the book down and go make your films! Of course, if you keep reading
you’ll learn even more, but these points here are what you need to know to add that simple quality difference.
APPEARANCEGet a background to match the
subject where possible, be neat
and clear.
LANDSCAPEUnless filming for a vertical
platform, always film in
landscape.
FOCUS!Sounds simple, but it’s often
forgotten! Check the subject is
in focus!
INTERVIEWSPlace the subject on one side
of the camera and have them
look to just off the camera.
Where to put the camera. Where you place the camera is the single most
important point. It invovles so much that it’s
more than one lesson. We’ll come back to this
point a few times, but as a start point we’ll look
at where to put the camera in relation to the
person being filmed.
Other areas this will cover will include
background, other people in the shot, accidental
hidden messages, lighting (or lack thereof) and
sound.
The Set Up So you’ll need your filming device, we’ll presume
it’s a phone or tablet - but a HD (at least) home
camcorder would even better - and something
to put it on - a cheap tripod is fine. We’ll have
one in our equipment recommendations, but
you can get creative with a stand if you don’t
have one. For a simple, ‘classsic’, set up we
advise against this being handheld. Place the
subject of the film to one side of the frame and
have them look to the side of the camera lens,
just off it, not looking into it. For interviews and
general information, this set up is the best,
however if you have someone who is going to
talk direct to the audience then they can talk
right into the camera. The best way to
understand how this works is to watch the news
- the presenters talk to the camera, the experts
talk to someone off screen.
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76%Animoto reveals that 76.5% of
marketers and small business
owners get results with video
marketing.
78%78% of people watch online
videos every week, and 55%
view online videos every day!
(HubSpot). Make sure your
video is one of them!
93%A staggering 93% of marketers
say they’ve landed a new
customer thanks to a video on
social media (Optinmonster,
2019).
Where to look and why.
| A common mistake with filming without a professional crew is to
always have the subject looking into the camera.
If making a personal film, such as a vlog, then talking into the
camera is fine, but if you’re making something a little more detailed
or with multiple people talking, then you want them talking off
camera. If you’re doing an interview then you want them talking off
When to look into the cameraYou may be thinking ‘I’ve seen loads
of people talking right into the
camera’ what’s wrong with it?
It’s all to do with how you want your
video to come across and your
message. If it’s a very personal video,
talking right into the camera can bring
that connection. However, if you want
to create a more in-depth video that
has multiple people talking it can be
quite off putting and hard to take
everything in with all these people
talking at you! Imagine being in a
room and different people, one after
the other, talking at you.
If your CEO is doing a talking head
for your sponsors, it probably makes
sense to do it right into camera. But if
you’re making a film about what your
charity does or discuss an event, it
would be best to have them talking
off camera.
Why the rules?Corporate video is simply an
extension of cinema. The art of
the movies has been evolving for
well over a hundred years now and
whilst there’re always developments
some of the basic rules remain the
same. This includes eye line (where
someone is looking) and the direction
someone walks off camera and into
the next shot - get them the wrong
way round and it’s confusing and
takes the audience out of the film.
Rules can be fun to break - and we
sometimes do that here at Wildwood
Media, but if you’re trying to create
the strongest visual content possible
on limited equipment and no budget,
you’re going to get the best results
from sticking to the basic rules.
Even if you don’t light a scene or can’t
control the background etc, if you can
get the shot basics right and get clear
sound then you’re well on your way.
What are cutaways?Cutaways, sometimes know as
b-roll, are shots that aren’t from
the interview or presenter and are
layered over the top to help tell the
story.
So if you’re making a film about a
sponsorship event that you’ve just
run, you may have someone talking
in an interview situation giving us
the main story. You may then have
some quick interviews (also known
as voxpops) of people at the event
talking positively about it and why
they’re there and then, to back all this
up, to show more info and to help
with engagement you’ll put some
cutaways over the top. If your event
was a sponsored run it may include
the race starting, spectators, people
laughing and joking, the run and of
course people coming in at the end.
Edits in a film, changing to something
else, always help keep people’s
attention.
Know where to look
Here you can see a classic interview set up - the lady in red, the interviewer, will not be seen. On camera will be the man in the grey shirt and his eye line will be just off camera.
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What else to consider
| Background and sound are two highly important essentials you should consider when filming.
If you have a fantastic visual quality but no one can hear what you’re saying then you’ll loose your audience and your
hard work would have been for nothing. Whilst background is slightly less important it’s still something that can make
the difference between a nice video and a good strong piece of content.
SoundWhen we look at where we’re going
to film one of the main things we
consider is sound. Is there roadworks
outside the window or a building site
next door? Is there a loud fan or air
conditioning unit in the room.
Also think about how sound matches
what you’re talking about. If you’re
discussing a building site, it’s fine to
see and hear the sounds of that. But
if you’re discussing something more
calming or a serious matter then you
might not want to do it in the middle
of a busy office.
If we can’t hear what’s being said
by the host or the interviewee then
the viewer will disengage and your
video will have been a waste of time -
despite how important your message
may be.
Background
When choosing your location to
film think about what will be behind
you. If it’s at work does it show your
branding or give a sense of what
your charity does (ideal), if not then
is it clean and representing your
organisation in a way that you want it
to be.
A bit like you did with the sound, think
about how it reflects and matches
what you’re talking about.
If you’re talking from your office
then make sure you’re happy with
what can be seen. Is it messy? Are
any personal items on show you
don’t want to be seen? Every little
detail matters. When a proffessional
crew come in this is what they
should be considering, so in their
place you need to be thinking about
background, sound and light...
Lighting
Light is the very basis of film and
video. It is light that allows the image
to be seen on the sensor (or film
in the old days!) and then on our
monitors. The first place to start with
lighting, a perfect carry on from the
background section, is don’t film
someone in front of a window! This
is because without a decent light
source in front of them to balance
it out you’ll almost certainly end up
with a silhouette of the person on
camera. You’re probably not going
to want to spend out on lights and
so it’s essential that when picking
your filming location you think of
somewhere that is bright, this can
be from a window or from decent
interior light. Often ceiling light strips
can give a dirty green tint to videos
if they’re not carefully set up so be
aware of this. As you’re dealing with
background as well you might be
limited to your options here, but if
you can either have the light source
just off centre of them or direct onto
them it will help greatly. We could go
into additionial light options such as
key lights and fill etc but that will be
somewhat overboard for this basic
intro!
Permissions / GDPRGDPR is something we must all be
aware of now. However the key
part to tremember for video is this:
have a filming permission form set
up for the person on camera to
sign. When someone is on camera
unless permission is given don’t
allow personal details to be revealed.
“Sound, background and lighting are essential to film - it’s what can make the difference between
true engagment with your film and having a ‘dead’
video sitting on your social media channel or website.
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Editing
| So you’ve filmed your masterpiece and want to get it out to the world - but wait! There is one more essential step - editing!
Keep it simpleWith editing you can get carried away
with lots of crazy transitions (cube
spins!) but it’s usually best to keep it
simple - just go with a hardcut. As
you edit your footage find the story
first - edit the interview or piece to
camera and cut out any unrequired
parts. Then if you have cutaways /
b-roll to overlay then place it in the
timeline above the interview and
that will be what is seen. It’s best to
start with the interviewee on screen
firsts, see who they are, then after
they’re established cut to some of
your other shots. If you’re talking
about your charity in general it
might be a nice idea to cut from the
storyteller on screen to a shot of your
main building/reception and then
cut into show your team at work. If
it’s about a fundraising event, after
you’ve established who’s talking then
you can cut to shots of the day. If
you’re using voice over, record it into
the computer - or into the camera,
which ever is easier or better quality
depending on your equipment, and
then place the images you want to
use over it - there should be no blank
spaces!
Graphics
Two simple graphics you might want
to consider are a ‘lower third’, which
is where you have the name and role
of the person talking on the bottom
of the screen, usually to the left. And
you logo and a call to action at the
end of the video.
CHARITY PROMOS
We can produce a high-end
promo for your charity that
can exceed budget restrictions
and really connect with your
audience.
EVENTS
We can come and film and
event to make an awareness
film and help raise additional
money. We can even live
stream events onto the
internet!
VLOGS
A low cost video option is to
make regular vlogs - often with
a chief executive - to connect
with potential sponsors and
help keep pople connected and
involved.
Editing Software
| Editing software can be very expensive and there’s a lot out there. Here we discuss the basics and offer you a handy link!
You really don’t need anything too complicated, you just need something that allows you to do basic cuts and simple
graphics - such as over-laying your logo.
If you use a Mac then iMovie is free and highly recommended. It’s simple and pretty easy to use - there are plenty of
online tutorials out there.
Whilst researching free editing software I came across this fantastic resource that I thought would make sense to copy.
The kind folks at Shutter Stock have done the job for us and created a list of the best free edit software and the pros
and cons. Feel free to take a look here.
www.shutterstock.com/blog/best-free-video-editing-programs
The next steps
| We really hope you’ve found this little e-book useful and that it will help your video production requirements. However, if
you have ideas that require additional input or more equipment then please do not hesitate to contat us.
We offer special rates to charities and always try to find affordable ways to achieve the video content you require. This
e-book should help you understand the basics but if you have a project that requires a little more scope or experience
then please do not hesitate to contact us. We always like a good chat, so get in touch - our advice is always free!
Whether you contact us or not, we wish you the best with your moviemaking!
wildwoodmedia.co.uk - [email protected] - 01622 200 567
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AdditionalEquipment
If you enjoy the filming process but want to increase the production value then there are certain key elements you can purchase which won’t break the bank but could really help in certain areas - as with this document most of these will be with lighting, sound and background.
Products can be purchased at all good professional video retailers and some are even available on Amazon.
Simple lightLighting
Lighting can make such a difference, improve the overall look and help highlight your subject with this small but affordable light - check it comes with a stand!
Lapel MicrophoneBetter interview sound
Make sure your subject is heard better with this microphone that you connect to their top in the mid chest area. Works with mobile phones and tablets.
On-board MicrophoneBetter sound for on the go
Increase the all important sound quality with an on-camera microphone when filming at events. Great for quick events.Works with mobile phones and tablets.
BackgroundImproved look
If you’re unhappy with the backgrounds you have to choose from then one of these collapsable style backgrounds can really make a difference. There any many styles out there.
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