Producing a How-To Video Across Social Platforms
Background
This project focused on creating a how-to YouTube tutorial that guides viewers through transforming supermarket flowers into a professional-looking bouquet. To increase views and drive traffic to the full video, a teaser was also crafted for Instagram Reels.
This case study explores the process behind developing both the YouTube tutorial and the accompanying Instagram Reel.
Design Challenge
The primary challenge was to produce an engaging ‘how-to’ YouTube tutorial while adhering to several technical and creative requirements. Key aspects of the challenge included:
YouTube Tutorial Objectives
- Video Length: A duration between 3 to 5 minutes.
- Camera Work: Incorporating multiple camera angles to effectively show off important actions and achieve greater visual interest.
- Continuity: Ensuring that each action flowed seamlessly from one shot to the next.
- Video Quality: High-quality video resolution to keep viewers engaged and clearly show off any actions.
- Audio Quality: Crisp audio to ensure instructions are easily understood.
- Sound Design: Adding background music and sound effects to enhance the video without distracting from the main content.
In addition to the full-length YouTube tutorial, a brief Instagram Reel teaser was developed to drive traffic to the full video. This teaser required an approach tailored to the fast-paced nature of Instagram.
Instagram Reel Goals
- Run Time: A total length of 30 seconds.
- Brand Integration:
- 1-second brand logo at the beginning.
- 2-second brand closeout with a call to action directing viewers to the portfolio site where the full video can be found.
- Clips: Short, engaging clips that highlight key steps to maintain pace and viewer interest.
- Auto-framing: Reframing and keyframing the video clips using Adobe After Effects to keep the focus on important actions.
- Captions: Open captions to enhance accessibility.
Balancing these technical aspects across both platforms required creative solutions that addressed the distinct needs of each format.
Solution
The solution for this project involved bringing together creative direction and technical expertise using Adobe After Effects to produce both the YouTube tutorial and Instagram Reel. By leveraging this software, the videos were enhanced with ducking, keyframing, and precise editing to ensure continuity and clarity. This approach allowed for two polished, professional final products that achieved all the project goals.
YouTube Video
The polished how-to video meets all the objectives, including the 3-5 time requirement, varying camera angles, continuity between shots, high-quality video and audio, and well-integrated sound design.
Establishing continuity between shots required careful planning during the pre-production phase to achieve effective timing and transitions. This ensures viewers can easily follow the instructions without any confusion.
Process
Shooting in an outdoor environment presented several audio challenges due to ambient noise, requiring refined directing and producing techniques. Reshooting and overcoming these obstacles strengthened management of on-location sound issues.
Taking on these creative risks ultimately strengthened the final video and improved overall production skills.
Instagram Reel
The final :30 second reel included seamless brand integration, quick procedure highlights, and accessible open captions, ensuring a polished, professional look.
Capturing attention in a short format required precise selection of key moments. The teaser featured a quick preview of the bouquet-making process, encouraging viewers to watch the full tutorial on YouTube.
Process
After showcasing the final rendition of the YouTube video, a group provided feedback on what shots would be ideal for an Instagram Reel. The common consensus was to use the over the shoulder shots.
All feedback was considered; however, as the producer, some creative liberties were taken despite suggestions. Some footage that did not make the final cut for the YouTube video ended up working out as the perfect footage for the Instagram Reel format.
Conclusions
This project successfully combined the detailed instructional format of a YouTube tutorial with the quick, attention-grabbing style of an Instagram Reel. Through the use of dynamic camera work, high-quality production elements, and consistent branding, the final result was both informational and engaging for viewers. Overall, the utilization of different video formats met the technical and creative goals while also providing a fun and accessible experience for a wide audience across multiple social platforms.
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