When it comes to great video, the team over at Shutterstock knows how to get the job done. Derick Rhodes, Director of Footage at Shutterstock talks about the golden rules of video, common mistakes that video creators make today, and key components of a good video.
ProductionHUB: In your opinion, how effective has video become in today's society?
Derrick Rhodes: Video is now an essential tool that each and every business should be considering as a way of communicating with their audience. It’s more a matter of which kind of video is right, rather than whether to do it at all. Because video is used in so many different ways, and on various platforms, that decision can be a hard one to make. But I’m always an advocate for using video whenever it makes sense to.
PH: Is there a checklist you should make for yourself once you determine that you are creating video? What's on yours?
DR: One of the golden rules is to use the highest quality equipment you have access to. There’s a ton of affordable equipment on the market that makes it easy to shoot high-quality video without breaking the bank. Basic production techniques are something everyone can do.
The same goes for licensing content; If you’re going that route, make sure to license the best-quality content you can to represent your brand.
(Here's a good example of a high-quality video: )
PH: What are some common mistakes that people use today while creating video?
DR: A common mistake is making a video that isn’t appropriate for the crowd they’re trying to address. For example, if you’re making a how-to video, it doesn’t have to be something you want to go viral. Airlines are going way over the top to grab your attention in this way. Not everything has to be a gag. If you’re honest and straightforward, you can explain it better.
PH: Are there any tools/equipment you find absolutely necessary or helpful when creating video? What are they? What are some you need to avoid?
DR: A tripod is essential for shooting your own footage. Shaky footage is a surefire sign of amateur work. Even if your lighting isn’t perfect, your footage should appear to be stable.
Also, if you’re a beginner, try to use natural light whenever possible. Ideally avoid direct daylight. You can get better results using a non-artificial lighting source. Setting up your own light is very difficult at the start.
PH: Explain a few of your tricks/techniques while creating video that have resulted in a more successful video.
DR: Typically videos where a person is addressing the camera directly have a higher engagement rate. Viewers have a hard time turning away from someone talking to them. The rise of popular personalities on YouTube is the best example of how people tune in to hear someone speak to them. We relate to someone who is comfortable in front of the camera.
Another tip is to take the time to find the right music to set the tone. This will make a big difference in turning your video into something more successful and professional. Whether you’re composing your own music or licensing a track, it should communicate what you’re trying to indicate.
PH: What are some key components of a good video that people tend to forget (or may be completely unaware of)?
DR: Be sure to mix b-roll with different interview shots. Capture the environment around the person speaking so you can give viewers something more to look at. Focus in on the setting, but also zoom in on elements of the person as well, whether close-up shots of their faces or their hands folded in their lap. Be sure to get all of the surroundings and the emotions in the room.
PH: What's your go-to rule of thumb when creating video?
DR: Planning is critical. Storyboard as much as you can ahead of time. The more time you put into pre-production, the better your video will turn out to be. No amount of editing can make up for what you neglected to get right in the first place.
PH: How do you introduce audio/other elements into your video?
Audio is an essential element of any video. The same rules for video apply here, too: Make sure you get good quality. When you’re using audio in your video, pay attention to and adjust the audio levels at all times so the music blends in and doesn’t interfere with the person speaking or the storytelling.
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**PH:**What are the different types of video and how should you approach each type differently?
The most common types of video are:
- Instructional.
- Testimonials.
- Branded content.
- Commercials.
Each of these categories has its own look and feel and language. For beginners, be sure to stick to the basics and pull from what you have seen work elsewhere. You’re not going to be a brilliant filmmaker overnight. The good thing, though, is that with so much video available, you can study what others have done and take note of what works best for each category.
Video is something that anyone can dive into today, however it takes a lot of practice to master. Try everything. Get better. Never stop experimenting with the craft.
**About the Writer **
Derick Rhodes is Director of Footage at Shutterstock, a leading stock photography and footage company. He previously founded Listgeeks, a social network built around collaborative list making. When he is not busy with one of those two projects, Derick makes movies and other things.
