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Creating serialized content

From: YouTube Projects for Business and Marketing

Video: Creating serialized content

The tendencies of people watching videos online are somewhat different than the way watch television or DVD. In particular, people tend to watch shorter videos online. And, if a video goes on long enough till they get bored, they are very likely to actually turn that video off. The implication of that is that we may want to take our longer marketing videos, as they exist in their previous incarnation, and break them up into shorter pieces for YouTube.

Creating serialized content

The tendencies of people watching videos online are somewhat different than the way watch television or DVD. In particular, people tend to watch shorter videos online. And, if a video goes on long enough till they get bored, they are very likely to actually turn that video off. The implication of that is that we may want to take our longer marketing videos, as they exist in their previous incarnation, and break them up into shorter pieces for YouTube.

So people can get bite-sized chunks. Depending on how this content is organized, they may be topical chunks, or sequential. But the fact remains that breaking things up into smaller pieces is often an advantage for this type of online marketing. I'm in Adobe Premier Pro and I just want to show you how some of this slicing and dicing would look. The point of this lesson is very much the content, so if you're using a different non linear editor it should not be hard to follow along with these techniques.

As you can see I've got our marketing video, already placed down on the timeline, and in fact, it is a finished video. I've just imported the finished QuickTime back into Adobe Premiere Pro. Now, we could do this with the original edited timeline, as well. But, for one thing, I thought that it would look better and be easier to understand what I was doing if I just sliced up one existing video. And more importantly, it may be the case that you don't have the source materials.

this may be something that you're doing just like this. Because all you have in your team is the final video. And now you're basically, what we would call reversioning that video. So let's take a look at this particular video. And, and see how it works. But you will want to apply these techniques to your particular video. So as we can see this is a fairly standard marketing video and it starts with a fairly standard intro. >> It's happening all over the world. Every day people are harnessing the power of the sun and it's literally lighting up their lives.

And this little theme goes on for about 25 seconds, and it's essentially an intro up till we see the logo animated in here. And what I want to do initially, is take this intro section and turn it into a standalone promo, and that's going to be extremely in the non-linear editing system. So what I want to do is, advance the play head Until the end of the logo. Let's find that perfect black frame. oftentimes, I'll use a marker in instances like this, just so I can see.

That's that marker for that black frame. And then, in this particular case, it would be very easy to make our export, because that's exactly what we want, is the beginning To the end of the logo, so this particular one, we wouldn't even have to make an edit, we could just, mark an out point there. We're now able to go and, our youtube export and what is going to be important here, is that this is set, the source range sequence into out, you can see it marked there at that first, about 24 seconds.

Of the video. And we do all our setting in the, the way that we're familiar with. Go ahead and send that to the desktop. And we want to check our settings. Our, our YouTube settings. Now, if I'm going too quickly here for you, Please know that all of these technical details are in. Youtube essential training. Okay I think we have everything set here and remember our point is not actually this business but in fact just this business right here exporting just part of it as a stand alone video. So we'll go ahead and export.

Okay and then for the next section that we want to export by itself. It'll take a little bit of editing. Lets take a look at what happens after this logo to see what we want to use for our next section. >> To see the faces of our customers when we first turned on the solar system >> System and watch the meter go backwards. >> So we have this little customer section and it plays out for a bit and then there's another fairly natural break point here where we dip to black and we transition into someone that's going to talk little bit more about the technology.

So again I like to use a marker at these big break points so I get an idea what the length is. And in this case I just want to go ahead and take the blade tool and cut it right there and move our last section out of the way we can deal with that later. And also, What I want to do at the beginning here, is reuse this logo, so it was the end of our first short video, but I think that I want to have it at the beginning of this one.

So we'll go back to the black point, before the logo comes in, and we will slice that video again. So the only thing left here and we've already exported this one so I will delete it. I would probably set up separate sequences for each one of these if I was doing much more careful work than what I'm doing here. What I do want to point is that you probably do want to apply a transition--not necessarily to both as I just did, but at least to the audio.

Now, if we give it a quick listen, hopefully we start on our Video logo, but our audio does ramp up a bit, in fact. Concerned that it doesn't ramp up enough, so let's, let's have that music ramp up over about 2 seconds. Okay, let's take a look. (SOUND) >> Okay so now the logo creates a little beginning to our piece.

And we do have to move the in and out points to make this export properly. So I'll just drag that output to the end of our new section there. And set an in point here, and then we'll go ahead and make our second export. Okay all of our settings have actually held here, set the export in to out which is good. Although we've made some cuts we've also set the in and out points to not get any excess black. And we do want to give it a good name, might call it. Part2 save to the desktop and export.

Well, this is finishing up I'll just wrap up what we are doing here which is just another reminder that shoulder chunks were better on the web an better on YouTube. But that need not be a lot of work. Because often marketing videos are set up in basically chapters. And we can break those up and use what used to be an intro or used to be a discussion of our customers as stand alone videos. And in fact, the rest of this process is to work through You know, essentially a library of these marketing videos, breaking them up into smaller pieces for Youtube videos.

Again, this is a recommendation, and it won't be true in all cases. There certainly will be times you have an 8 or 10 or twenty minute video that needs to stay intact, but my advice is to look for opportunities to cut it down and make it short

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This video is part of

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YouTube Projects for Business and Marketing

31 video lessons · 7470 viewers

Jason Osder
Author

 
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  1. 2m 30s
    1. Welcome
      53s
    2. Using the exercise files
      53s
    3. Who is this course for?
      44s
  2. 15m 1s
    1. Who is watching? YouTube by the numbers
      2m 45s
    2. Creating marketing videos
      4m 50s
    3. Developing a social marketing presence
      3m 1s
    4. Advertising with YouTube
      3m 13s
    5. Using YouTube as part of an integrated marketing strategy
      1m 12s
  3. 8m 43s
    1. Defining goals
      1m 37s
    2. Creating a content map
      2m 46s
    3. Developing wireframes for site content
      1m 51s
    4. Working with use case scenarios
      2m 29s
  4. 18m 38s
    1. Delivering traditional video marketing with YouTube
      4m 6s
    2. Creating serialized content
      7m 34s
    3. Creating content with personality
      3m 17s
    4. Incorporating graphic elements
      3m 41s
  5. 15m 20s
    1. Understanding YouTube channels for business and marketing
      2m 56s
    2. Adding a logo image
      3m 10s
    3. Adding channel art for multiple devices
      5m 45s
    4. Adding a description and links
      3m 29s
  6. 12m 38s
    1. Creating customer dialogue on YouTube
      4m 1s
    2. Integrating YouTube with Facebook and Twitter
      5m 50s
    3. Working with user-made video
      2m 47s
  7. 15m 17s
    1. Using YouTube with WordPress
      5m 40s
    2. Working with YouTube plugins
      6m 39s
    3. Changing video thumbnails
      2m 58s
  8. 22m 2s
    1. Understanding advertising on YouTube
      3m 56s
    2. Placing a YouTube ad
      11m 11s
    3. Managing and monitoring ads
      4m 42s
    4. Linking AdWords and YouTube accounts
      2m 13s
  9. 1m 24s
    1. Next steps
      1m 24s

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