Spring Discount: 45% Off
Coming in Fall 2023!
Introduction:
The landscape of video content is exponentially growing: now more than ever, organizations understand that video is a powerful tool for marketers. Video content in marketing is the most consumed and most engaged with by consumers. Not only is video an engaging medium, it also allows you to convey stories and identities in a short period of time, allowing you to connect with your audiences and differentiate your brand or service. Through expert feedback on materials created during this course, this interactive 3-part course will teach professionals how to plan, shoot and edit short-form videos for social media and marketing.
Module 1 of this course will cover the role and importance of video in marketing, different video content strategies, an introduction to filmmaking and visual storytelling and the importance of planning your video.
Module 2 will focus on technical aspects of filmmaking, whether on your smartphone, tablet or DSLR/Mirrorless camera.
Module 3 will help you gain editing skills on Adobe Premiere Pro for your laptop, and CapCut on your smartphone or tablet.
Course Key Takeaways
- Gain hands-on experience in planning, shooting and editing short form marketing videos for Social Media.
- Introduction to video content strategies and platforms.
- Understand pre-production: storyboarding, creating shot lists, writing scripts.
- Practical experience in using camera angles, shot types, and camera movements to convey a brand story.
- Understand technical camera aspects such as shutter speed, aperture, ISO and white balance.
- Basic editing techniques and principles, including adding graphics, captions, sound editing and color correction, using Adobe Premiere Pro and CapCut.
- Exporting video to different specs for different social media platforms.
Video Editing Software We’ll Be Using in these Workshops:
We strongly recommend that you download the following software before the start of the workshops, as this is what the demos will be focused on:
- Adobe Premiere Pro for your laptop, this is a professional grade editing software. There is a 7-day free trial available at: https://www.adobe.com/products/premiere/free-trial-download.html
- CapCut for your smartphone/tablet, this is a free editing app.
- Adobe Premiere Rush app for your smartphone, if you are planning to film on your smartphone and not on a DSLR or Mirrorless camera, we will use this app to shoot footage.
Workshop dates and times:
Coming in Fall 2023!
Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.
Description:
The first step in making a short form video for social media and marketing is to understand the aim of your video and your target audience. This will then help you with the next stage in the video making process: pre-production. Translating your idea and written copy to video requires an understanding of language and grammar: what can a close-up convey? And how can you make your audience relate to the message in your video? In this module, you will learn about the different aspects of film language and put this knowledge into practice by starting pre-production for a marketing video.
Key Takeaways:
- Learn about different video content strategies.
- Learn about the importance of video in marketing through compelling figures and statistics.
- Understand how to create video content for different social media platforms.
- Understanding film language and how to use this to tell a story visually.
- Learn about shot sizes, camera angles, camera movements and composition.
- Practice writing a short script for social media and marketing.
- Experience in writing shot lists and storyboards.
Coming in Fall 2023!
Module 2: Shooting on your smartphone or DSLR/Mirrorless camera.
Coming in Fall 2023!
Description:
Once the plan for your short video is finalized, you can start on the production stage of your filmmaking process. This is when you would shoot all your footage that you need to tell your story coherently. In this module, you will learn how you can elevate your video and make your footage look professional by understanding and practicing technical aspects of your camera, as well as understanding how to set your lighting and record sound professionally. During this module and before the next module, you will shoot your own footage that you planned in the previous module.
Key Takeaways:
- Practical experience of shooting different shot types, camera angles.
- Understand camera functions such as shutter speed, aperture, ISO, white balance and manual focus.
- Learning how to use Adobe Premiere Rush on your smartphone to shoot video, and how to use the DSLR/Mirrorless camera effectively.
- Understand the importance of lighting and sound in video.
- Practical experience of shooting interviews
- Learn about the importance of a-roll and b-roll footage.
Coming in Fall 2023!
Module 3: Editing your video and exporting for social media.
Coming in Fall 2023!
Description:
The last stages of the video making process are post-production and distribution. Once all your footage is filmed, you will need to edit your footage into a coherent story and export your short video to be shared with your audience. In this module, you will learn about professional editing workflow and fundamental editing principles by editing the video shot in the previous module. Adding titles and graphics, editing sound, and correcting color can elevate your video to make it stand out on social media. You will also learn how to repurpose footage and export your video for different social media platforms and specs.
Key Takeaways:
- Understand professional editing workflow and fundamental editing theory.
- Video editing for continuity.
- Montage editing.
- Edit sound, correct color and add transitions.
- Titles and motion graphics.
- Learn how to repurpose footage for landscape (horizontal) and portrait (vertical) video to suit the social media platform.
Coming in Fall 2023!
How to Convince Your Boss Why You Should Take this Class:
- Competitive advantage: video is at the epicenter of modern digital life. Having high quality content that cuts through the noise will distinguish your brand for competitors.
- Positive return on investment: 92% of marketers report that video marketing produces a positive return on investment. Doing this to a high level will increase that return.
- Highly skilled workforce: a highly skilled workforce in video marketing means less outsourcing costs and better professional development for existing staff. The skills are there when you need them without extra costs.
- Brand awareness: 94% of marketers report that video has improved public perception and awareness of their brand or service. Video content will build bridges between your identity and that of customers/clients.
- Expert led: With an instructor from the world leading British Film Institute, your employees will be learning from the best.
The Presentations:
- The workshops are hands-on and practical.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material:
- Recorded video of the presentation with slides and audio.
- PDF of the complete PPT presentation.
- Digital handouts on shot sizes, exposure triangle and 3-point lighting.
- Digital templates for shot lists and storyboards.
- Motion graphics templates for Premiere Pro.
- Colour grading LUTs for Premiere Pro.
Who is the course for?
Marketing professionals at a range of levels and those working in social media, communications, design and related fields.
The Presenter:
Sa-Ra Zwarteveen
Film Educator and Education Programs Coordinator
British Film Institute
Sa-Ra is an award-winning film educator and specialist in digital media, culture and education. She currently works at the British Film Institute as a film educator and education programs coordinator, as well as University College London where she teaches film production to postgraduate students at the Institute of Education.
Her previous experience includes providing training at the Stedelijk Museum and EYE Filmmuseum in Amsterdam, The Netherlands. Recent film education projects include: Chartered Institute of Marketing, London Film School, Cambridge University, Singaporean government and the Saudi Film Council.
Sa-Ra has extensive experience of providing digital marketing and filmmaking courses for professionals in the UK and internationally. She is dedicated to film education and visual literacy as a discipline which can empower and drive creative experience.
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