Nuestro enfoque

Un enfoque paso a paso para la producción de video

Crear contenido de video es una de las habilidades más importantes que los change-makers del mundo pueden mostrar a día de hoy. Al vivir en un mundo donde el contenido está por todas partes, necesitamos producir un contenido potente, que interaccione a un nivel profundo con las audiencias y que tenga un impacto significativo. Este enfoque para el contenido de video te ofrecerá un marco para concebir, planificar, grabar, editar y publicar un material audiovisual potente.

Los pasos

Lo básico

¿Qué es un video?

Un video es un tipo de medio compuesto de diferentes elementos audiovisuales como grabaciones, imágenes, música, diálogos, animaciones, texto, etc. Podemos llamar activos a estos diferentes elementos audiovisuales.

Al usar todos estos activos, un video cuenta una historia, adquiere un sentido o comunica algo a la audiencia. Nuestra primera tarea es asegurarnos de que tenemos en mente todos los elementos que son necesarios para componer un video a dirigir la creación de cada uno en la misma dirección.

Elementos de un video

Title

A title is a short and catchy first impression of your video. The main elements of a title are:

Keywords: use the main keyword that refers to your content.
Length: no more than 70 characters
Eye-catching: numbers (“5 top tools”) or emotional words (“amazing strategies”)
Descriptive: say what your video is about, not a full description but a hook.

Description

A description is a short text that describes the content of the video. It helps the viewer understand the content of the video but it should also spike curiosity and interest. Many platforms use SEO techniques to optimize and categorize videos to help users find the right content. Here are some of the main things to consider when writing your description

Make a diverse list of keywords to use
Include long-tail keywords (low competition words, very specific)
Consider why your audience would be interested in your video, and why they want to watch it.
Start with 150 words of the most important
Straightforward is OK
Tag collaborators/credits
Add a Call To Action (CTA)
Add hashtags

Thumbnails

Thumbnails are the cover images of your videos, the image that appears before the video is played. Consider the following when creating your thumbnails:

Image title
Image description
Visual identity (series

Captions

Captions are short pieces of text under an image that describe the picture or explain what the people in it are doing or saying. They are important to ensure:

Accessibility
Engagement

Intros

Intros help establish the identity of the show and familiarise viewers with the locations and content. On top of that, the music used in an intro is a great way to mentally prepare people to leave the stresses of the real world behind for a short period and enter the world of your content. A great intro can get your viewers excited about your video. As they start to recognise the music and the visuals, they may even begin to look forward to seeing your intro every time you release a new video. This helps to generate buzz and build loyalty among your viewers.

What to consider…

Consistency: especially for a series of videos
Identifiable content: allows the audience to settle into the content
Duration: 10-15 seconds

Outros

Outros are the ways in which videos can end. Often, their purpose is to credit the people doing the work (from writers, camerapersons, producers, editor, director, assistants, etc) and institutions that support the project (funding, government, etc). Another good reason to have an outro is to create expectations about future videos. For example, Youtubers often use the end of the video to state what might come in the next videos, and suggest engagement strategies (comment, share, subscribe, etc.). Outros come in all shapes and sizes but generally share one similarity: they’re short! You only have a few seconds to make a last impression on your viewers, so make sure you make the most of it.