3 – 5 min max!!

Tube Mogul Research
Tube Mogul Research

These days I do my fair share of videography / multimedia / photo film or whatever you want to call it. Probably more than the average photographer and I love all the creative options it offers in being able to tell a story .

That being said, if you do start to get into this type of work you will probably run into lots more paperwork, budgets, scripts, 20 page proposals and complicated production schedules than your average photography job. Another thing I also find, is that most of my clients think they get more value for their money if they have a longer film. i.e. 10 min or 30 min.

The problem with that idea is that most of my clients don’t show their video in a movie theater or on TV, it is shown via the web with all the distractions of email, Twitter and Facebook to steal their audience away from their video. Clients love the web because it is an extremely cost effective way to publish their video to the public and it has added benefits that TV can never have like viral dissemination to help spread their message to more people than they could reach by themselves.

Most clients think that everyone will of course want to watch their video because they are amazing and if they don’t, it’s because you didn’t do a good job.

Well …… sort of.

Most of us that are hired for this type of work know how to make something that isn’t total crap, which is why they hired us to start. Where you failed in doing your job was not in the content that you created but that you didn’t convince the client to change the length of the video to something more watchable online. So as you can see this is pretty dam important. If you don’t convince your client to change their epic film ideas to something more realistic and effective they might think you did a crap job even though you didn’t.

So how do you convince your client to change their 15 min epic corporate video to a 3-5 min video?

  1. Ask them when they last watched a video in full online? What kind of video was it? How long was it? If it was a corporate film or NGO film that is more than 5 min put it on in the office and wait to see how long it takes for someone to start talking. Most of the time I find people start talking in 2-3 min. AMAZING!! You prove your point right there.
  2. Next show them some independent marketing research to back up your professional opinion. This helps out a lot with skeptical clients.

Ok the first part is easy and may be enough to convince your client, but sometimes …. I know wait for it…. Clients are difficult. Shocker I know!!!

So now armed with some independent marketing research on online video length you can change their mind and earn some professional respect to boot. But wait! Where is this marketing research your telling me about??? Well it is below so stay with me.

Back in old 2008 a great photography professor at the University of San Francisco, Ken Kobre, found some companies that published their research about the length of time people will watch online videos. Now you won’t find this awesome research on his new site but thank god he didn’t delete his old blog and you can still see his informative blog post here: http://kobrechannel.blogspot.com/2009/01/whats-perfect-online-video-length.html

Now I wouldn’t tell a client that “Ken Kobre says this and that,” even though he is my hero for publishing this great post. I would point them or give them a link to Tube Mogul. Tube Mogul is the company that did the research and they would be the authority http://www.tubemogul.com/research/report/18

I also like the other research that Kobre found from another source but strangely enough their website doesn’t work anymore.

Finally, I have found some other peoples thoughts about this topic that is more current than 2008. Here are the quotes:

Jeff MisentiVP of Fox News Digital – “the drop-off (watching vid online) after 90 sec is pretty severe.”

Joel Schwartzberg, – A director at PBS digital – “[he] cites attention span of 3 minutes for video.”

Anyways, I hope this helps you out on your next web video project. If you have any comments, strategies or other research you use to convince your clients to change the length of their video, please share them below in the comments.

 

 

 

60D $1099 of Video Goodness

Canon PR photo
Canon PR photo

Canon just released a new DSLR that shoots HD video for $1099. The one thing that I love about this camera is the fact that it has a  LCD screen can be moved in to a number of different places making it so much easier to shoot video. I think this is a great idea from canon.

The video quality is pretty similar to the 7D or 550D. You can see that here from the video examples from Canon.

Canon video examples

I would love to get my hands on one of these to see how it performs. I think it could be a great second camera / backup body to have. I bet it could be really great to have that LCD screen for steadicam work. I wonder if they will do this for Canon 5D Mark III everyone has been rumoring about.

Canon PR Photo @ DPreview.com - Click for larger photo
Canon PR Photo @ DPreview.com - Click for larger photo
Canon PR Photo @ DPreview.com - Click for larger photo
Canon PR Photo @ DPreview.com - Click for larger photo
Canon PR Photo @ DPreview.com - Click for larger photo
Canon PR Photo @ DPreview.com - Click for larger photo

Here are the specs on the camera for all you junkies out there:

  • An 18MP sensor with 4 channel readout. Very similar to the sensor found in the T2i and EOS 7D, though the 7D has 8 channel readout to speed up operation.
  • Full HD video at the same selectable resolutions and frame rates as the Rebel T2i/7D. Manual exposure setting is possible.
  • There is a “wind” filter which can be used when recording audio along with video. The built-in mic is mono, but there is a jack for a stereo mic. There is no manual control over audio volume.
  • The AF system has the 9 points found in the Rebel T2i, but all are cross (dual axis) sensors as in the 50D. The 7D has a more advanced AF system with 19 cross type sensors.
  • 63 zone metering as in the Rebel T2i and 7D
  • The viewfinder has 96% coverage (the 7D is 100%).
  • The ISO range is 100-6400 plus “H” (12800), same as the T2i and 7D.
  • The EOS 60D now uses SD(HC) cards like the T2i. The 7D  uses CF cards.
  • Canon has abandoned the BP-511 battery of the 50D in favor of the LP-E6 which is used in the EOS 7D (and 5D MkII).
  • The maximum frame rate is 5.7 frames per second (fps), between the 3.7 fps of the T2i and the 8 fps of the 7D
  • The LCD has a 3:2 aspect ratio and Canon’s current (and excellent) anti reflection technology.
  • For the first time on any Canon DSLR, the EOS 60D has a tilt and swivel LCD. This doesn’t help much for conventional still photography, but it can be very useful in Live View mode and when shooting video.
  • The weathersealing is somewhere between that of the T2i and the EOS 7D. It’s not super weather sealed, and it’s not designed to be used in heavy rain, but it shouldn’t quit if it sees a little drizzle!
  • The shutter is good for 100,000 cycles. Max speed is 1/8000s and sync is 1/250s
  • There is an electronic level, but only for the horizontal axis. The 7D has both horizontal and vertical levels, the T2i has none.
  • There is a dedication position on the mode switch for video and a dedicated “start/stop” button. When not in video mode, the button starts and stops Live View.
  • The mode dial has a locking button in the center which must be pressed before rotating the dial to change modes. This makes it harder to nudge the dial and inadvertently change modes.  Hopefully Canon learned their lesson with the A2, which had a similar, but notoriously fragile, mode change locking button.
  • The on/off switch is now directly below the mode control dial (as in the EOS 7D)
  • The buffer should be good for about 58 JPEGs or 16 RAW images. Better then the T2i, not quite as good as the EOS 7D for JPEGs.
  • The 4 way controller used for menu selection, AF zone selection etc. is now incorporated inside the rear QCD on the EOS 60D.
  • $1099! HELLO HONEY!!!!

Here are some other people’s thoughts on the new camera.

PDN: http://www.pdngearguide.com/gearguide/content_display/reviews/e3i7666b0f985795021e1a4172694176374

DP Review: http://www.dpreview.com/news/1008/10082620canoneos60d.asp