- Feature Article: 5 Handy Ways to Capture Video Content

- Note from the Author: Time to Focus on the Details!

- Special Message: 10 Characteristics of Popular and Profitable Videos

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Time to Focus on the Details!

I received such great comments on my last newsletter about using video sharing sites that I felt it was time to start focusing on the details of making low-cost, highly effective videos. These types of videos can boost your expert status and help promote your products and services.

If you can package your training, information, demonstrations, opinions, or insights into short, two- to five-minute segments, you'll have a whole world of viewers waiting eagerly to watch them on sites such as YouTube. These sites have become a clearinghouse for movies on just about any topic, including many with highly strategic business purposes.

For these reasons, I hope you enjoy today's features, including "5 Handy Ways to Capture Video Content." Please keep sending your valuable comments!

Here's to your business prosperity,

Adele Sommers, author of the "Straight Talk on Boosting Business Performance" success program

P.S. If you missed any previous issue, visit the newsletter index!

10 Characteristics of Popular and Profitable Videos

A recent newsletter talked about how the social, entertainment-based, and educational aspects of Web 2.0 keep people riveted and coming back for more. What specific characteristics of videos help perpetuate this phenomenon?

1. Funny - The word "funny" remains one of the most popular search terms used on the Internet.  A humorous video -- whether silly, dry and witty, or just plain entertaining -- is an effective way to generate tell-a-friend "buzz." The "Evolution of Dance" video (at right) has been viewed over 77 million times, which demonstrates just how wildly engaging a funny video can be!

2. Interesting - Videos that generate fascination and curiosity provide strong incentives for people to learn more after they see your video. You can follow up with additional video installments, and/or direct people to your Web site to see what you offer.

3. Demonstration-based - A plain, no-frills product demonstration can convey more perceived "proof" than any other medium. An excellent example is the wacky but highly lucrative "Will It Blend?" series by Blendtec Home Blenders.

4. Instructional - Instructional videos appear in many varieties, and help build strong credibility and trust with viewers. They can demonstrate processes, explain concepts and ideas, and introduce products and services, often to spark interest in gaining more information or more instruction. Variations within this theme include "infomercials" and "edutainment," which add marketing and entertainment elements to educational information. "How-to" tutorials are another popular variety.

5. Inspiring - The inspirational video genre (discussed in my last newsletter) has spawned some extraordinarily popular movies. A good example is the "Interview With God," which gained tremendous attention even before its debut on YouTube. Variations on this theme include anything designed to motivate and uplift others.

6. Personal - We tend to be fascinated with other people's beliefs, feelings, and values. Personal videos run the gamut from poignant to funny to bizarre, and give people insights into the private lives of others.

7. Shocking - Anything genuinely shocking creates a hit on the Internet. For this reason, videos sometimes embed a dramatic introduction (e.g., "The information in this video may shock you!") to grab attention as well as attract online and offline news coverage. The SMARTS video is a good example of this principle in action.

And let's not forget...

8. Weird - Weird theories, weird conspiracies, and general weirdness fascinate viewers. This quality may help your video get noticed -- as long as it's not creepy.

9. Racy - Adding a risqué or titillating flavor to a promotion is an age-old selling technique.

10. Gross - Grossness still has mass appeal. A fine line exists, however, between being gross and flat-out disgusting. Humorous videos with a small "dose of gross" might be useful, depending on your product. (See the story of the "bionic burger.")

5 Handy Ways to Capture Video Content
by Adele Sommers

As you ponder how to create low-cost video productions that engage the full potential of Web 2.0, you'll want to experiment with the best ways to capture video content for your presentations. This article explains five ways to go about it:

1. Camcorder
2. Web cam
3. Cellphones with a video capture feature
4. Digital camera with a video recording function
5. Screen-capture software

Camcorder

Digital camcorders offer the most professional option for capturing video and audio. You can find them on eBay for about $200 and up. They consist of two types:

• Mini digital video camcorders, which are standard recording devices for most home and semiprofessional video production. Compact and affordable, they offer ease of editing, high resolution, and durability. Recording occurs on small cassettes, most of which can hold over four hours of video.

• "Tapeless" digital video camcorders, which are generally more expensive but provide a more direct means of transferring video to your desktop (usually via a firewire connection between your camcorder and computer).

Web Cam

Many types of Web cams exist, including the Quickcam by Logitech®.

Several models come with or support the use of Logitech's hilarious Video Effects software, which superimposes a wide variety of special effects on your head while you are recording. (See a demonstration.)

Logitech has designed its latest generation of Web cams specifically with YouTube in mind. Using this type of camera, you can record video directly to YouTube without the need for any intermediary software.

Cellphone

Cellphones don't offer great video quality, but do have the advantage of being the most portable and least noticeable devices. If you already have a cellphone that has a video camera, you might want to learn how to use it in case you happen to see something compelling as you go through your daily life.

It's even possible to send video from your cellphone to a YouTube account via e-mail (explained on YouTube's site).

Digital Camera

You can use digital cameras with a video capture option to create great YouTube videos. Examine the box or online specifications to see whether a particular camera has a video capture function. Generally, the newer the camera, the more likely it has a digital video feature.

Note that many digital cameras that capture video do not record audio, so you may want to plan on adding voiceovers or music using video editing software.

Even if you do not have a video capture feature, you can make inspiring video presentations using only still pictures with subtitles and voiceovers or background music, as explained next.

Screen-Capture Software

You can use the motion-recording capabilities of screen-capture software to record anything visible or moving on your computer screen, such as your interactions with a software system or Web site. The best screen-capture packages also let you record live voice narration and add voiceovers, music, and many other effects. Typical uses include:

• Recording slide presentations. Popular ways to create low-cost videos include sequencing still images to create a slideshow, or recording Microsoft® PowerPoint® or other types of slideshows while they are playing. You can then add sound, narration, transitions, and animations to the resulting videos.

• Demonstrating software or other digital products. Screen capture tools have long helped people create tutorials on how to navigate Web sites, software programs, or other products. For example, see a Basecamp guided tour by 37signals.

• Capturing anything that plays on your screen. For instance, you could re-record a video that was created in some other format. Some tasks are quite memory- and processor-intensive, though, so be prepared for limitations.

Which screen-capture software should you use? Most software packages have *free* trial versions, which you can test to determine their suitability for your needs.

• One excellent screen-capture software package is Camtasia Studio® by TechSmith®. It's a full-motion capture and editing environment with multiple output formats, including Flash (both .swf and .flv files), AVI, and QuickTime. Newer features include instructional design tools, such as surveys and quiz generators, plus a host of new polishing and publishing features. Many people use Camtasia to edit video they have captured via other devices, such as camcorders and Web cams. You can also add transitions, sound, and other effects. At $299, it's a powerful tool for the price.

• In the instructional design arena, Adobe® Captivate® is a favorite of many software tutorial developers. Version 3 offers full-motion video screen-capture in addition to its many other features, such as quiz generating, captioning, and branching. It also provides sophisticated editing capabilities and several output formats. Currently priced at $699, however, it's a more expensive option.

• A variety of low-cost, low-end screen-capture software programs exist, including HyperCam™ from Hyperionics® for just $40. Although limited to Windows AVI as an output format, it offers a variety of recording and editing features.

Other Video-Editing Programs

Video-editing software in general enables you to add effects such as transitions, titles, credits, and soundtracks to turn your video into an exciting multimedia experience. When using video-editing software, keep in mind that you want to brand the video with your company name and site URL if using the video to promote your offerings.

To use these programs to edit your video, you'll first need to transfer the video from your capture device to your desktop, either through a USB or firewire connection and the software that came with your device.

Most new computers come with some basic video-editing software installed, or you can download it for *free* or for a nominal fee.

Two of these programs are Microsoft® Windows Movie Maker and Apple® iMovie for the Mac. Other editing programs span a range of prices, such as Pinnacle® Studio 9, Sony® Vegas products, Apple® Final Cut products, and Adobe Premier® Pro.

Copyright 2008 Adele Sommers

Some "Mental Floss" to Tickle Your Brain...

Business mentors Jay Abraham and Spike Humer offer an excellent reminder to keep in mind as we pursue our business and marketing endeavors:

"Focus on the maximum outcome instead of the maximum income."

Adele Sommers, Ph.D. is the author of "Straight Talk on Boosting Business Performance" -- an award-winning Special Report and Workbook program.

If you liked today's issue, you'll love this down-to-earth overview of how 12 potent business-boosting strategies can reenergize the morale and productivity of your enterprise, tame unruly projects, and attract loyal, satisfied customers. It's accompanied by a step-by-step workbook designed to help you easily create your own success action plan. Browse the table of contents and reader reviews on the description page.

Adele also offers no-cost articles and resources to help small businesses and large organizations accelerate productivity and increase profitability. Learn more at LearnShareProsper.com.

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