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

Tip

Your storyboard sketches don’t have to be elaborate, or even good. Simple
stick figures work just fine, just as long as you get across what you want
the camera to shoot in each shot.

When it comes time to shoot the video, you simply follow the instructions you
devised ahead of time in the storyboard. Shoot each shot you sketched out, either in
sequence or in an order that is easiest to set up, and when you’re done you have all
the shots you need to put together the video.

Which brings us to post-production. This is where you take each of the shots you
made and edit them together into the final video. You may use the audio that
accompanied each shot you made, or record a new voice-over that carries across
shots. You also add transitions (wipes, fades, and so on) between shots, as well as
any onscreen graphics, titles, credits, and the like. The result of all this work should
be an easy-to-follow overview of your product.

Note

Learn more about video editing and post-production in Chapter 11,
“Editing and Enhancing Your Videos.”

The Big Picture

The first type of video you can produce for your business is an informative video.
This is a video that gives your customers some sort of useful information. Some
informative videos are like newscasts, where a spokesperson is positioned in front
of the camera and reads from a script. Other informative videos are more sophisti-
cated product tours or demonstrations, requiring multiple shots and camera angles.
Both types of informative videos need to employ the soft sell; they shouldn’t be
overtly promotional, presenting just the facts that current and potential customers
are looking for.