News

The Case for High-End Video on Social Media

Tue, 13 Feb 2024 08:55:00 Z

In the ever-changing realm of social media, there exists a limitless number of ways in which you can improve your content. Some brands utilize trending hashtags, others rely on recruiting top influencers, but in a world where marketers not only want to stop the viewer from scrolling but also command their attention, creating high-end videos serves as a polished and professional way to effectively woo your target audience.

Learning from YouTube

Let's talk about YouTube. The former hub for amateur videos has undergone a transformation since it first launched in 2005. In the beginning, YouTube allowed just about anyone who had a camera and a wifi connection the ability to upload their own unique content, and that’s exactly what happened. But after the charm of homemade videos began to wear thin, creators recognized the need to elevate their content. As videos shared on the platform became more produced and structured, viewers started noticing and creators had more success and impact.

Moving to Other Platforms

This transformation set a precedent for other social media platforms. Creators on TikTok, Instagram, and Facebook are quickly realizing that quality matters just as much as creativity. And not only that, but the algorithms are also favoring high-quality content in these online spaces seeing as it regularly outperforms lower-quality content.

Looking at the Benefits

There can be many benefits to enhancing the social content you post. Crisp visuals, thoughtful storytelling and meticulous attention to detail not only captivate and engage your audience but also establish trust and credibility. Especially if you are a brand. This is key to audience retention. By paying close attention to every detail - like lighting, sound, graphic elements, etc. - you demonstrate professionalism and dedication to quality.

Producing high-quality videos on social media can also aid your brand’s engagement. Creative storytelling coupled with stunning visuals keeps your audience hooked, increasing likes, comments, shares, and general impressions.

The Viewer Experience

And at the end of the day, you have to consider the viewer’s experience. After hours of scrolling and scrolling on social media, what will they remember about the content they consumed? Chances are the video with poor lighting, muffled audio and jarring visual elements is not going to stand out to them. And if it did, it's likely not in a good way.

As attention spans shrink and users become discerningly more aware of the content they consume, don’t let the quality of your video hinder your brand’s overall appearance and reputation on social media. By prioritizing high-quality video production, you can ensure that your brand's message resonates effectively with your audience, fostering a stronger connection and driving meaningful engagement on social media platforms.

What I've Learned So Far... Rachel Kubick

Thu, 16 Feb 2023 08:09:00 Z

Six months ago, I was plucked straight out of the corn fields in Bowling Green, Ohio to start working at Pritt Entertainment Group shortly after graduation. I was ecstatic. And terrified. I was a lot of things, really. But mostly, I was entirely optimistic about landing my absolute dream job right out of college.

You never know what's coming

I learned my first lesson on my very first day in the office - things can change on a dime. And nine times out of ten, they will. On that first day, I believe there were only three or four of us in the office. I spent my time setting up my desk, becoming acquainted with the new software, and scoping out new lunch places to sample in downtown Akron (shoutout Barley House). Everyone assured me that things would pick up, and we’d be busy in no time. I don’t think I believed them until I was scheduled to grip four full-day shoots for the rest of the week. Now that’s showbiz baby!

Experience with Animation

I’ve also been able to work on various animation projects and gain more experience with Adobe After Effects. I’ve dabbled in it here and there in my previous production roles, but I’ve never fully dedicated time to mastering the "Dark Arts," as we call it in the industry. I first utilized After Effects at PEG while creating a graphics package for a basketball team in Las Vegas. Not only was I able to learn a ton about animation during this project, but I also learned the ins and outs about working with sports clients – formatting for different boards, looping graphics on facias, etc. I didn’t even know what fascias were until a few months ago.

Learning about Clients

Learning more about our clients is definitely my favorite part about this job. Each day, I am working on a new project, telling a new story, and learning something new about the amazing people and organizations we work with. It’s one of the more unique aspects of working in this field. One day we’ll be at a manufacturing plant capturing b-roll of machinery, then we’ll be conducting interviews for a local nonprofit, and maybe the day after that we’ll be on a flight across the country to shoot an intro video for a hockey team. We really do love hockey.

Teamwork Wins

Certainly the most important thing I learned during the past six months is the value of teamwork in the workspace. When I was in school, I got in the habit of doing pretty much everything myself when it came to conceptualizing and creating a video project - I’m sure many other producers were in the same boat. And while there’s nothing inherently wrong with a one-person crew, working with a multi-person crew definitely comes with its benefits. We have such a strong group of creatives here at PEG that are always striving to learn from and teach one another. It’s truly one of the most rewarding things about this job.

They say if you love what you do, then you’ll never work a day in your life. That couldn’t be more true. Cheers to everyone who has played such a massive role in my growth over these past six months!

Choosing the Right Music for Your Video

Tue, 07 Feb 2023 09:25:00 Z

As editors, we have many tools at our disposal when it comes to creating the mood for a video. The style in which it was shot, the effects and graphic treatment that we use, and the voiceover recording are all ways in which we can manipulate the feel of a piece. One of the biggest factors, however, is the music. Music can be an amazing tool, conveying a range of emotions and setting the overall tone of a video project.

What You Hear is Important

You may not even notice it while watching a video, but the soundtrack was meticulously chosen. Think about the music you listen to and how it makes you feel. A song can evoke powerful emotions like joy, fear, suspense, nostalgia, and intensity just to name a few. In many cases what you hear is just as important as what you see.

Just imagine watching a horror movie that has no suspenseful music to build up tension. Or a sitcom without its iconic theme song. Or a chase scene without hearing some Yakety Sax. Okay, maybe the last one doesn’t apply as much, but our point is that the music and sound design choices are essential to establish any sense of engagement with an audience.

Finding the Right Music Track

Finding the right track for a video can sometimes be extremely time consuming. It has to fit the video perfectly to achieve the desired effect. We will sometimes spend hours searching for tracks that match the tone of whatever video we're working on. Let's say we're working on a corporate product video. The song we pick for this piece would be light and airy, nothing too intense, as opposed to if we were working on a high-energy sports video, which might instead have a soundtrack consisting of electric guitars and a driving beat. It all depends on what we want the viewer to feel.

Tempo Tempo Tempo

Additionally, an extremely important factor when deciding on a music track is identifying what tempo will work best for a given video (if you’ve ever watched the movie Whiplash you’ll know what we mean). Music tracks will have a specific beat-per-minute number, or BPM for short, which will indicate how fast or slow the tempo is.

This is crucial when choosing a track for a video because oftentimes, videos are edited to the beat. So if you want a fast-paced video with lots of cuts and motion graphics flying in and out, you’ll probably opt for a track with a higher BPM to achieve your desired intensity. On the other hand, if you want a gentler, more emotional video, maybe with some slow motion shots for extra dramatic effect, you’ll instead select a track with a lower BPM.

Using a Scratch Track

Music is such an important part of a video that it’s good practice to use a demo of a music track, sometimes called a scratch track, before fully purchasing a license. This is a free download of the music track where you’ll hear a somewhat intrusive voice periodically saying an audible watermark over and over. Many who work in the industry are all too familiar with these watermarks, but they serve an important purpose.

Getting the Track in Place

A song might sound perfect upon first listen, but you may change your mind after hearing it in the edit. And sometimes, you may stumble across a track that works perfectly, only to have someone else request a replacement. This can be frustrating, particularly because a whole video’s edit might revolve around matching certain beats in the track, thus requiring more work on your end than just simply switching out the song.

Still, you never know. You may even end up liking the alternative song better than your first choice after giving it a try. Once everyone who needs to approve a video settles on a given track, that’s when you move forward to purchase the licensed version and do a quick swap to finalize that piece of the project. You (and whomever is paying for the track) will be all the more relieved when there’s only one expense rather than multiple costs for music tracks that didn’t make the cut.

From the Viewers Perspective

As the viewer, you know when a song fits a video and when it doesn't, regardless of your experience with video editing. It's something instinctual. Sure, it might be easier to throw any song underneath a video, but if we were to do that, we would lose one of the most beautiful aspects of the piece; we would lose that emotional connection with the viewer.

Sometimes you’ll still miss the first track that you chose, but at the end of the day music is very subjective, and as long as you’re able to bridge that connection between auditory and visual elements, you should consider it a win (as long as that new track isn’t Yakety Sax).

My Creative Inspiration: Rachel

Tue, 20 Sep 2022 08:59:00 Z

When you’re working in a field that constantly demands creativity and innovation, it can be difficult to find new ways to stay inspired. It’s easy to slip into a rut, especially when creating content starts to feel more like a chore and less like a passion.

Editing is like Dancing

I started taking dance lessons when I was three years old. For the next thirteen years, I would spend weeknights at the studio learning new techniques and choreographing routines with my peers. I didn’t know it at the time, but my love for dance would later spark my love for videography.

Choosing the song for a new routine is just like selecting the backtrack for a video project. Carefully adjusting my movements to the music as it dipped and swelled led me to be more aware of the shots I filmed and the sequence they should fall in. Learning to dance to the beat and keep in time with the tempo helped me to be more mindful of the cuts I made while editing a montage. Pouring my heart and soul into a performance on stage? Well, that’s exactly what I do every day here at PEG.

This is just one example of how I was able to find inspiration in my everyday life. I’ve learned a lot from pulling inspiration from mundane tasks like this, and I’m sure you can too. The next time you drive to work, make dinner, drink coffee, or talk to a friend, try to see if you can source any inspiration from that experience. I think you might be surprised.

Changing It Up

Apart from this, music has always been a constant source of inspiration in my life. I’ve found that simply just changing the song in a video can make me see it in a whole new light, often times rerouting the direction of the video entirely. Sometimes a shift in perspective is all it takes to reignite my passion for a project.

I’m also a naturally competitive person, so there’s some satisfaction in constantly trying to one-up myself. I find myself rewatching some of my old videos, studying them, noting things I like and areas I could improve upon. Every time I edit a new video, I always try to make it better than my last. This mentality forces me to push myself further and ensure I’m constantly evolving as a storyteller.

Ultimately, I just try to remind myself that creativity cannot be forced. Even the most productive people experience periods of burnout. Instead of viewing burnout as an obstacle, I try to alter my point of view and instead use that time to try out something different and explore new avenues of inspiration.