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46 P a r t I Marketing Your Business Online with YouTube

Figure 3.6 A fancy video tour of a new HP computer.

Figure 3.7 A demo of a PDP snare drum from Drum Workshop.
What all these videos have in common is a degree of complexity. You’re talking
multiple shots from multiple camera angles. The camera zooms in to focus on
product details, zooms back to show the overall product, is repositioned to the side
to show the product from a different angle, cuts to a shot of the presenter/
demonstrator, and so forth. This requires a lot of pre-production planning and
post-production editing.
The pre-production stage is where this type of complicated video comes together—
or not. In addition to writing the script that flows through the video, you have to
plan out each shot you need to make. Although the different shots and camera
angles can be spelled out in the script, as shown in Figure 3.8, I find it better to put
together a storyboard for the entire video. This is a visual guide to each shot you
need, literally sketched out in sequence, kind of like a basic animation of how the
video should progress.