Join Ashley Kennedy for an in-depth discussion in this video Understanding the idea, goals, and audience, part of Making Video 2: Teach Something.
- In this course we will be making a video with Pamela where she teaches her audience a skill. Pamela is professional cook book author who wants to break into the YouTube space with some engaging cooking videos. We'll talk to Pamela in detail about her vision for the video in just a minute but just to give you some quick context, I want to briefly introduce her to you. Pamela, thank you so much for going on this journey, making this course with us, I'm really excited to make this video with you. So, for our viewers, I was just wondering if you could offer a brief background of who you are and what your goals are for this video.
- Sure and thank you so much for doing this, I'm really grateful for the opportunity. So, I've written about a dozen cookbooks at this point. Most of them are focused on healthy, whole foods but I would like to move into producing videos featuring some of the recipes and also to go along with my food blog which is Surf Girl Eats. My focus is healthy, California inspired cuisine that helps you look good and feel good and maybe a little surfing thrown in here and there. - Alright, very good. So, you're thinking there might be a little surfing theme, California beach theme for the video? - A little bit, more so featuring the foods of California, so avocado, citrus and just the style of eating that people have here, open to vegetarian foods and I think at the end of the day I just want something that's going to fill me up and help me to feel good or energetic the next day when I go out to surf.
- Awesome. Alright, well we'll definitely dig in and find the specifics on how we can create a really awesome video for you. - Awesome, thank you. - Okay, so that's just a bit about Pamela. Before we learn more about her vision let's talk more about some important things that we've got to consider. Pamela wants to make a video not only to teach but also to help represent her brand. If you think about it, Pamela herself is a product in a very crowded market place. There are so many people making cooking videos in the YouTube space and many of them are great teachers and great chefs so we need to do everything we can do to set Pamela apart from the rest.
That means she'll be asking herself important questions which boil down to the who, what, where and how. As far as the who, Pamela needs to be able to really nail down her target audience. Pamela is a chef. She wants to teach her craft and there are a whole lot of people who watch cooking videos but we want to do our best to figure out what is the type of person that will tune in for Pamela's cooking videos and once she figures out her demographic, it's often a really nice idea to isolate people within this group and ask them good questions.
Figuring out things about the audience early on can often inform content, that is rather than first coming up with a few solid recipes and then finding a demographic that would fit that, it can be a great strategy to first nail down that target audience and then investigate what types of things they're most interested in learning to cook. Working backwards like this can often help insure success in the popularity of the video series. So, that brings us to the what.
As in, what exactly should Pamela teach how to cook? We've gotten the sense that Pamela is interested in healthy, clean, approachable cooking but what exactly should she focus on? A fun recipe? A kitchen hack? Some useful clean eating advice? We want to make sure that she gets this right, especially in this pilot video, so we've got to do our research to figure this out. As I mentioned before, identifying the target audience first allows Pamela to intelligently conduct market research by asking the right people the right questions.
Now, she'll also be able to research a different way which is to scour videos that are already out there serving her target demographic. In certain ways she may want to look at those videos that are doing really well and draw influence from them but she's also go to be careful here. It can be tempting to mimic a certain style since it currently resonates but too much mimicking and you come across as disingenuine, not enough and you might not be talking correctly to your audience.
So, it can be a fine line. Now, there's also the where. That is, where does this video live? Where exactly are we going to reach this audience? We know that Pamela wants to make videos hosted on YouTube but will they be displayed on her website, a blog, Facebook, instagram? Will she need to make a video suitable for multiple sites and platforms. Answering the where will really inform much of the style, structure and format characteristics of these videos.
So, all of this is so important but it kind of all leads back to a question that we started this conversation with, which is the how. As in, how will Pamela differentiate herself from all of the others who are creating similar products? What will make her videos better or more appealing to her target audience. This thing that makes Pamela different and special is her brand and everything she does in making this video has to support her brand.
She has to really dig into the how and find ways to represent it through and through. So, with all of that in mind, let's see what ideas we get from Pamela as we begin to define the type of video that she wants to make in terms of her audience. So, there are a lot of specifics that we need to dig into to be successful with this video and I call it the who, the what, the where and the how. Starting with the who, I want to know everything you think that you know about your audience. Who is it that you're speaking to, who do you want to reach with this video and this series of videos.
- That is a great question. Okay, I'm thinking that my audience is going to be mostly women and also fairly young, under 40, under 50. They're going to be healthy, active, interested in healthy eating but also interested in just making healthy eating as simple as possible. They don't want to run to a million different stores and have to buy a lot of different supplements so my goal will be to really reach them with approachable, healthy food. - Wonderful and it seems like you are kind of in your own audience demgraphic, so you know a little bit about what it takes to be in this.
- I hope so, yes. - Very good and then in terms of what, there's so many different types of cooking videos, especially now, there's really just been a cooking video boom in recent years so I'm just interested, what speaks to you? What is the type of video that you think you want to make? - Sure. I really enjoy the classic Food Network style videos where the person presenting is addressing straight to camera and also some close ups of the ingredients. I don't want to many time lapse or other sorts of, to me they seem gimmicky, effects.
Just straight forward, approachable and I think there's opportunity to really tell the audience little tidbits about each different ingredient and be educational throughout the video so I want that as well. - Wonderful, so a straight, traditional approach with those kind of personal tidbits of advice thrown in where appropriate. - Sure. - And then in terms of where. You really need to know where this video is going to live. We're not going straight to television, in this case, (laughs) we're going to live online.
So, I know you want to make YouTube videos but in what capacity do you want to make this? Is this going to be blog, Facebook, other social media sites, give us a sense of where you see this video. - Okay, that is a good question, one I'm still exploring. I think I would like to have an email list where I could send these out to people who are subscribing to me. Also, putting it on Facebook and I also have an Instagram account, so I would like to the videos through Instagram and then of course, on the blog. - Wonderful and then this is tricky and it's something that I really challenge every person making a video to really think about and it's the how and the how to me is how do you differentiate yourself in this multi-media marketplace of all of the cooking videos that exist.
How are you unique? Why do people come to watch your videos and not someone making a similar type of video? - Another great question. Well, I think that something that's lacking in a lot of cooking videos, especially with the ones you see on television is the health aspect of it. So, you're getting cheesy casseroles and while that may be entertaining to watch, I don't know that people necessarily want to be cooking that for their family every night of week, so anyway, I think the health element is a differentiator and then also that I have been cooking for a long time so I have a lot of education that I can provide and that's one of the strengths that you see on television.
- I think another thing that I've heard you say over and over again is approachable, like instead of going out and buying an extravagant list of ingredients to make an amazing meal, it seems like something you'd like to cater to is, hey, I have these ingredients in my fridge, how am I able to pull something amazing from this. Is that maybe down the track of where you're thinking? - Absolutely. I want it to be something where people don't have to spend a fortune to make what I'm cooking on the video and also I feature a lot of vegetarian foods and so I think that's something that's also lacking in the things that you seen on television.
- Wonderful, well I think we just dug in and got a lot of really great information that will allow us to succeed in at least planning the blue print for this video. - Great, I think so to. - Okay, so I think we're getting a lot of really great information. Pamela is actually already done a great job of talking to her blog followers and other members of her target demographic to really understand their eating and cooking habits and also where and how they spend their time online. After doing a lot of this thinking Pamela discussed with me about some of the recipes that she was thinking about for this pilot video.
So, Pamela, I know you've been thinking a little about the different types of recipes that we might actually do for the first cooking video and each recipe lends itself to different benefits and different ways that we can connect to the audience that you want to connect to, so I'm just interested in maybe two or three of your top choices of recipes and then maybe we can go through them and see which one might be the good one for your inaugural video. - Okay, great. So, I have three ideas. One is a quinoa salad with massaged kale and fennel, dates and maybe some grapes in there.
Maybe some toasted nuts on the top. So, that's one. A second one would be a farmer's market roasted vegetable hash. So using just whatever vegetables you have in your refrigerator really would be fine but sweet potatoes, potatoes, fresh tomatoes, basil, things like that and the last one would be coffee glazed grilled steak. I made this on a recent surf trip, so using just the ingredients we had in the cupboard there so that would be kind of fun to, What do you think? - Alright, well sort of just drawing on a few of the things we talked about before with accessibility, making sure you can connect to the audience in a way that really builds your brand and make sure that we really get it out of the gate.
The second one is really interesting to me because something you just mentioned to me is whatever you have in your fridge and I think that in figuring out how you can connect to this audience, that might be really appealing. How do I make an amazing meal for my family without actually going out shopping. I went to the farmer's market last Tuesday, I have all this extra stuff, what can I do? Is that something that maybe can be pulled out of the farmer's market hash? - Absolutely and it's also really colorful too, so I think that will be good on camera.
- Well, yeah, colorful is always very good for visual aesthetic for cooking videos, so that's great. Well, I think that that would be a very nice place to start. You can certainly make the other two in follow up videos. What we want to do is establish a template, so a style for this video and that will allow you to very easily slot in the video grammar and the aesthetic and the music and that sort of thing to make other videos but I think coming out of the gate it's really nice to kind of go after that accessibility point and the farmer's market has really does that, in a nut shell.
- Awesome, great. - Okay, so I think we're really getting somewhere here. I think we've got a pretty solid idea of what type of video Pamela is going to make. Before moving on and planning the shoot though, I want to make sure to discuss some of the important considerations for teaching a skill on video which we'll touch on next.
- Video workflow and techniques
- Teaching on camera
- Writing the script
- Shooting on location
- Editing video in HitFilm Express
- Adding music and graphics