Case
studies
of
good
videos
Now
we
are
going
to
look
at
what
makes
a
video
really
shine. 
There
are
three
s
to
any
video
that
create
an
immediate
and
lasting
impression
on
the
viewer
–
sound
quality,
background
music,
and
image
quality. 
Many
viewers
will
bounce
immediately
from
a
piece
that
doesn’t
meet
these
qualities,
so
it’s
very
to
get
your
instantly
recognizable
quality
characteristics
nails
–
this
is
more
important
than
story,
more
important
than
product. 
If
it
feels
cheesy
with
boring
or
corporate
background
music,
if
the
visuals
are
shaky
or
if
you
show
them
only
a
talking
head,
if
the
interview
audio
is
echoey
or
boomy
–
these
will
destroy
credibility
very
fast. 
You’ve
invested
so
much
in
your
project. 
Why
would
you
risk
all
that
by
proclaiming
to
that
you
didn’t
invest
in
your
video?
Here’s
a
special
equation
that
viewers
are
always
using
to
measure
whether
they
will
donate
to
a
project
–
investment
in
video
equals
investment
in
a
quality
project.

Perks
Definition
and
where
it
fits

I
know
I
can
become
a
backer
to
a
project
when
it
has
an
amazing
video,
because
I
see
that
the
creator
has
good
attention
to
details
and
that
they
really
care
about
my
experience.
Okay,
let’s
get
back
to
how
to
promote
kickstarter
campaign
through
your
video
for.
kickstarter
strategy.
I
started
out
as
a
nonprofit

fundraising
consultant
before
launching
this
training
programand
didn’t
know
the
perks
definition
of
a

crowdfunder
until
much
later.
My
videos
tend
to
get
lots
of

crowdfunding
pr
not
only
because
they
the
gadgets
of
kikstarter,
one
of
the
best
fundraising
sites
for
nonprofit
fundraising,
but
because
the
academy
of
fundraising
ide
nonprofit
organizations
states
that
www.indiegogo.com
only
responds
to
tactics
that
are
not
involved
in
kickstarter
vs
indiegogo.
So
I’m
going
to
have
you
look
at
a
few
video
examples,
and
to
see
what
a
top
shelf
video
really
looks
and
sounds
like,
and
then
in
the
next
lesson
I’ll
show
you
how
we
got
there.
First
thing
to
notice
is
that
we
have
three
types
of
videos
here.
Founder
Documentary, 
Multi
person
Documentary
Mashup, 
Scripted
“Tour
Guide”
style,
and
“Commercial”
style,
which
includes
no
voiceover
and
only
background
music
and
onscreen
text
for
. 
Please
note
that
I
don’t
include
“voiceover”
as
one
of
the
styles,
because
although
this
sometimes
is
a
useful
approach,
I
don’t
recommend
it
–
it
can
bedifficult
to
get
a
voiceover
that
sounds
anything
other
than
a
canned
commercial,
and
the
thing
people
want
to
see
in
a
Kickstarter
is
the
founder
–
even
if
you
have
trouble
speaking
english,
if
you
show
up
and
speak
a
few
words
introducing
yourself
and
asking
for
help,
you
have
made
a
much
stronger
connection
with
your
video
than
an
unknown
voiceover
narrator
that
we
never
meet. 
Most
of
the
videos
I
do
are
documentary
style,
and
we
try
to
find
beta
testers
and
experts
to
interview
who
will
be
good
looking
and
well
spoken,
so
that
the
founder
doesn’t
have
to
be
the
one
to
steal
the
show.
Go
Ahead
and
watch
the
below
videos. 
Notice
the
things
we
do
with
the
visual
layer
–
only
very
rarely
and
for
short
intervals
do
we
show
the
person
talking,
mostly
we
have
an
added
visuals
that
show
visually
what
they
are
speaking
about
–
I
try
to
get
a
perfect
one-to-one
match
of
what
the
person
is
saying
and
what
you
see
on
the
screen. 
Another
thing
to
think
of
is
pacing
–
we
always
try
to
“get
to
the
point”
and
that
the
viewer
can
say
“I
get
what
this
is”
within
the
first
30
seconds. 
No
long
backstory,
that
can
come
later,
the
first
thirty
seconds
must
allow
the
viewer
to
fully
comprehend
what
the
project
is
and
why,
then
after
you
can
go
into
more
detail
about
the
features
and
backstory. 
Always
end
with
a
direct
appeal
and
call
to
action.

One
more
detail
about
length
–
many
project
creators
want
to
“fit
it
all
in”,
but
actually
the
video
needs
to
be
brief
and
inspiring. 
Any
longer
than
3
minutes
and
you
will
lose
10%
of
your
audience
ever
ten
seconds. 
For
some
creators
they
are
fine
with
that,
but
if
you
a
4
minute
thirty
second
video
and
you
see
that
one
30%
of
your
viewers
are
watching
all
the
way
through
after
you
launch,
you
might
be
sad
that
70%
of
your
viewers
are
never
going
to
hear
your
call
to
action. 
The
sweet
spot
is
between
two
minutes
to
two
minutes
and
thirty
seconds. 
Even
I
struggle
with
this
kind
of
brevity,
but
that
is
what
the
research
shows
and
I
think
we
should
stick
to
it.
Crowdfunding
video
production
can
be
an
interesting
art
in
itself,
and
most
crowd
funding
questions
don’t
get
answered
by
your

kickstarter
agency.
When
people
go
for
their
first
kickstarter
indiegogo,
they
are
wanting
to
jos
with
the
top
fundraising
websites
for
how
to
raise
funds
for
startup.
I
usually
say
go
to
release
com
for
non
for
profit
fundraising
and

fundraising
ideabout
nonprofit,
but
for
crowdfunding
tactics,
crowdfunder
can’t
be
beat
when
it
comes
to
crowdsourcing
services.

Guide
to
Production
Planning
So
now
that
you’ve
gotten
your
main
points
in
place,
you’ll
want
to
and
any
visuals
you
might
be
able
to
have
for
your
video. 
In
a
general
sense,
these
always
include
–
closeups
of
your
project,
wides
shots
of
someone
interacting
with
the
project,
background
development
shots
of
how
it
came
to
be,
andlifestyle
and
transition
shots,
visuals
that
help
situate
us
in
a
particular
culture
or
environment,
and
help
us
move
from
one
location
to
another. 
Finally,
you’ll
want
to
think
about
the
benefits
–
what
kind
of
emotional
outcome
does
your
project
create,
and
how
can
you
that
to
us
visually? 
You’ll
need
to
direct
your
actors
those
emotions
while
filming. 
So,
: 
Project
closeups,
Interactions
Shots
(in
a
variety
of
environments),
background
development
shots,
lifestyle
shots
that
convey
place
and
emotion,
and
transition
shots.
When
I
make
a
video
for

start
up
fund
raising
I
only
use
the
best
kickstarter
services
and
after
it’s
done
I
use
the
latest
tools
for

how
to
promote
indiegogo.
The
thing
about
san
francisco
crowdfunding
is
that
you
have
to
learn
crowdfunding
to
do
it,
and
not
all
fundraising
tips
are
coming
from
a
kickstarter
expert.
That’s
why,
rather
than
crowdfunding
pr,
I
say
that
your
video
is
best
served
with

crowdfunding
tips
and
lots
of
details
about
the
perks
rewards.
The
next
step
is
to
create
your
visual
shortlist
,
so
go
ahead
and
do
that.
Once
you
have
a
list
of
all
the
visuals
you
want
to
include,
we
need
you
to
screen
it
for
feasibility. 
Did
you
write
–
someone
enjoying
my
project
on
top
of
a
mountain? 
Well,
who
is
that
someone,
and
where
is
the
mountain? 
The
next
phase
is
to
–
is
this
visual
feasabilt
given
our
constraints? 
If
you
feel
like
it’s
possible
but
you
don’t
yet
have
all
the
resources,
that’s
okay. 
If
something
is
not
feasible
for
you
to
film
(like
a
jazz
band
in
new
orleans
when
you
live
in
Boston),
you
may
be
able
to
tag
is
for
“stock
footage”
–
place
like
shutterstok
have
great
stock
footage
libraries,
and
vimeo
even
lets
you
advanced
search
for
creative
commons
attribution
video,
so
anything
with
the
by-cc
license
that
you
find
on
vimeo
you
are
legally
allowed
to
download
and
repurpose
for
your
commercial
project,
so
long
as
you
link
back
with
an
attribution
somewhere
on
the
page
where
the
video
is
used. 
I’ve
used
creative
commons
free
footage
for
lots
of
things
that
we
needed
to
make
points
for,
but
didn’t
have
the
resources
to
film
ourselves.
Okay,
now
you’ve
got
a
list
of
visuals
you
are
going
to
film
yourself,
and
all
of
them
feel
for
the
most
part
feasible. 
Then
next
item
is
to
get
into
more
detail
–
who
what
where
when
–
Sometimes
it’s
good
to
set
you
filming
day,
giving
yourself
10
days
to
sort
out
the
logistics. 
Next
you’ll
want
to
find
locations. 
If
you
have
home
shots,
can
you
use
your
house?
Do
you
have
a
friend
with
a
nicer
house? 
Ask
them
if
you
can
use
it. 
Same
for
actors.
Are
there
any
friends
of
yours
who
can
appear
in
this
piece? 
What
visual
role
do
you
want
them
to
play? 
Have
you
called
them
to
ask
if
they
can
volunteer
with
you
on
your
shoot
date? 
Do
they
have
other
resources
you
might
want. 
Now
that
you’ve
got
a
few
actors
and
locations,
look
around
those
areas
–
if
you
need
an
outdoor
area,
is
there
a
park
closely
to
your
filming
location? 
Sometimes
we
just
don’t
have
the
resources
in
our
personal
network
–
take
a
restaurant
for
example,
you
need
to
show
someone
on
a
date. 
Many
times
I
need
to
film
something,
and
I
will
just
go
on
yelp
and
start
cold
calling
places
that
look
good
–
I’ll
call,
then
ask
for
the
managers
email,
then
I’ll
send
a
message
saying
–
hey,
I’m
an
inventor
of
a
cool
product,
I
love
your
space,
is
there
any
chance
we
could
take
a
couple
photos
of
our
project
in
your
restaurant
at
a
non=-busy
time
for
you
on
Tuesday
(or
whatever
day). 
Most
people
don’t
write
back,
but
some
do,
and
it’s
always
amazing
to
have
permission
to
film
in
a
cool
wine
bar
or
restaurant
or
school, 
so
if
you
have
locations
for
visuals
on
your
list
that
you
don’t
already
have
access
to,
now
is
the
time
to
to
people
that
might
be
able
to
help,
explain
your
situation,
and
see
what
comes
up.
For
outdoor
locations,
Most
cities
and
parks
require
a
filming
permit
–
For
these
I
say
its
up
to
you
to
get
the
required
permits,
if
you
decide
not
to
then
you
might
consider
you
what’s
called
a
“low
key”
undercover
filming
which
means
having
a
really
small
crew
and
as
minimum
equipment
as
possible.
Finally,
if
you
just
don’t
have
enough
good
looking
friends
to
appear
in
your
video,
either
just
for
the
visuals
scenes
or
for
testimonials,
you
can
make
a
$25
posting
at

backstage.com
and
you
will
get
applicants. 
I
usually
offer
between
$100-$120
for
four
hours
of
acting,
this
way
you
can
have
a
good
looking
person
in
your
video
even
if
your
friends
can’t
make
it
In
order
to
raise
and
get
a
good
indiegogo
review,
for
your
video
script
you’ve
got
to
think
of
things
to
write
about
before
ever
uploading
to
indiegogo.com. The
perks
of
our

online
training
courses
is
that
you
get
into
the
heads
of
backers,
you
become
aware
of
the
go
fund
me
fees
and
lesser
known
sites
like

giveforward,
because
even
the
best
video
is
nothing
unless
it’s
listed
on
the
top
crowdfunding
sites.
I
hope
this
training
had
helped
you
learn
the
kickstarter
faq
and
indie
gogo
essentials,
remember
my
course
on
indegogo
can
really
any
fundraising
ide
nonprofits
I
hope
this
has
helped
you
see
what
goes
into
production
planning. 
When
you
are
ready
to
hit
record,
you
will
have
all
your
location
and
and
talent
lined
up,
and
you’ll
know
exactly
what
visuals
and
emotions
you
want
to
get
from
them.