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122 P a r t I I Producing Your YouTube Videos

things are—only that they’re all important and take time to get in just the right
position. The subject of a video has to be prepared to stand in one spot for long
periods, being as patient as possible while technicians adjust all the various lights
and accessories. Then, and only then, can the shoot proceed.

Prepare for Multiple Takes

Few professional videos happen in a single take. Most subjects require multiple
takes to get one perfect reading, and even then the director might want yet another
take as a safety. In addition, it’s likely that the video consists of several different
shots, intercut in the editing room. That probably involves delivering the same
reading multiple times, with the camera moved to a different angle for each shot.
Editors intercut the subsidiary shots into the master shot for more visual variety.

The key here is for the talent to deliver his or her lines not just perfectly, but identi-
cally across multiple takes. That’s why most directors prefer the talent to read from
a teleprompter script, rather than speaking extemporaneously. If the talent is impro-
vising on each take, it makes it next to impossible to match shots from multiple
takes into a cohesive whole. The best on-air talent nails a perfect and consistent
reading take after take after mother-lovin’ take.

If this sounds boring, it is; it’s also a special skill that not everyone has. Those
infomercial hosts and newsreaders might not have a spontaneous cell in their
brains, but they do have the ability to speak clearly and consistently from a script.
It’s harder than you think.

The Big Picture

Most businesses don’t go to the effort and expense of producing professional-qual-
ity videos for YouTube, and for good reason. Not only are professional videos con-
siderably more expensive than the semi-pro type you can shoot on your own, but
they’re often too slick for the savvy YouTube audience. Tread carefully into these
waters.

That said, more and more YouTube videos are being shot by professional video pro-
duction houses. If you choose to go the professional route, go into it with your eyes
wide open. Expect to spend a minimum of $5,000 or so, and to spend a full day in
the studio shooting—a little less in terms of both money and time if you shoot on
location in your own offices. And there’s a lot of prep work involved in writing a
script, arranging makeup, and the like. It’s a fun experience, but it is an experience.
Make sure everyone involved is properly prepared.