Bill Cammack » incentive

Why Professionals Avoid Web Video

Bill Cammack — Fri, 19 Sep 2008 13:38:49 +0000

In professional productions, broadcast or corporate, there is a deadline. If you miss that deadline, you lose. If you don’t want to miss that deadline, you have to hire someone competent and trusted. People competent and trusted have rates. If you don’t want to pay that rate, you can hire someone else.

Since you have an air-date, there isn’t an infinite amount of time that can be spent on your project. This is another reason to hire a competent editor. You can either have a REALLY GOOD video in 8 hours or an “ok” video in 8 hours. Actually, depending on how much you skimp, you might not have a video AT ALL in 8 hours and miss your deadline.

Quality’s important when you’re doing professional work. This is because the company that hires you cares about its image and its brand. The whole point is to get people to feel like trusting the company with their business based on how they present themselves through media. Because of this, companies tend to go with post houses or editors that they know can and will make them look good, and pay those people accordingly.

Getting involved with video productions on the web is totally different. There’s no revenue stream coming from advertisers down to companies down to producers, shooters and editors. If a company’s going to make videos for the net, they have to be prepared to take a financial loss in return for increased brand recognition or social cred. They will NOT be making their money back via revenue-sharing. Unless they get tons of views, they will NOT be making their money back via sponsorships. They *have* to treat their videos as ADVERTISING and not some vehicle to make money with. They have to weigh their increase in social and business cred against the cost of their videos in order to justify a budget… ANY budget.

This is what makes it tough for professionals to feel like getting involved with the internet video business. Everyone in the space is trying to “make it”. Everyone’s clawing for that next dollar and that next passionate viewer and that next page hit to the point where it’s like a high school play. “Oh… could you run the lights for me?” “Could you dress up like a tree and stand in the background here for an hour?” “Can you pull the string that opens the curtains?” It’s REALLY incredibly unprofessional, but like I said, it needs to be, because these aren’t video production companies… They’re companies that are attempting to UTILIZE video on the net to gain something else. The bottom line is to spend as little as you can to produce videos that get you as many views as you can get that you can turn around and sell to someone that wants to advertise something.

So what you end up with is individuals or groups whose budget is 1/3 of your day rate who want you to get on board with doing a project that you know is going to take you three days. This is where TIME comes back into play. The question you have to ask yourself as a freelancer is “What else could I be doing during the time that I’m spending on this person’s project?”. Let’s see… You could be:

Doing work at your actual day rate
Socializing and making new business connections
Learning new styles and concepts in editing
Learning about new sites and apps on the web
Reading what others have to say in their blogs about your chosen field
Doing Trial & Error testing of new tools and concepts you’ve recently acquired
Doing follow-up calls & emails on invoices people haven’t paid you for yet
Posting to your blog or video blog
Spending time with family & friends
Enjoying your hobbies & other entertainment
Living YOUR life

So, basically, the point of the budget is to get the producer, shooter or editor to focus on YOUR project instead of doing ANYTHING ELSE UNDER THE SUN that’s more beneficial or entertaining to him or her. Therefore, the lower your budget is, the less time that person’s willing to apply to your production.

Unfortunately, there’s a baseline to the amount of time that’s necessary for a project, so there’s a baseline to the budget. For instance… If someone gives me a tape that’s an hour long, off the bat, that’s an hour that has to be spent loading the tape onto the drive (less time if it’s coming from a digital source, like an SD card or P2 card). There are only two other ways around this expenditure of money/time. Pay someone else to be a loader and make sure they coordinate with the editor so they know how to load the tapes properly, or DO. IT. YOURSELF. Do it yourself and say to the editor, I have this drive with all the footage on it, and I need you to edit it. Saves you money right off the top.

There’s also a baseline in PLANNING that’s necessary for a video. If you give me a page with clearly marked ins and outs, video and dialogue cues, I can crunch that out in no time. If you give me NOTHING, then you have to pay for all the time it takes me to watch all your footage and make up an entire story in my head that makes you and your company look good. Even if the final product is 30 seconds long, if you gave me three hours of footage from which to select the best 30 seconds…….

Then you have to deal with changes. If the editor you hire isn’t also going to be the EP (Executive Producer), you’re going to have opinions about the video after it’s done. “Change my title”. “Move this part here”. “Take that part out”. “Change the volume”. “I don’t look good here”. This means that MORE time is taken listening to / reading your changes and more time is taken making them and then encoding the file and getting you a review copy. This is why a lot of work is done on a day rate basis instead of a package deal basis. Video is almost entirely SUBJECTIVE and people will tweak and tweak until they run out of time (air-time deadline) or money (budget / agreement). As long as they’re paying for the time they’re taking up (and to the degree that it makes it worthwile to the editor), more power to them.

This is why production companies are now swooping down into the space and creating all these web shows. Their editors are STAFFERS. They get paid REGARDLESS of how many people watch the videos, whether they go viral, whether there’s rev-share advertising on it, whether it has a shelf-life of more than three days. This works for the reasons I stated above. Production companies gain social & business cred from doing QUALITY WORK. Since they pay their editors to DO that work, their ROI is continued and increasing business from clients who want that same level of quality and consistency for their productions.

Is there a solution to this? I don’t think there will be. In fact, it’s not even actually a ‘problem’. Since most people are concerned with hits and viewership and membership, it’s not an issue for them to output GARBAGE and do that for as close to $0.00 as they can. Their reputation is based on how many eyeballs they can attract to sell to advertisers and NOT the quality of the video on their site(s). Nobody’s ever going to ask them to get their team to make a web video for them or a corporate video for them or something to go on broadcast television. Nobody’s going to ask them to work on a film… evAr. As long as the video is the means and not an end, it’s going to remain a high school production, and as long as that translates into hits, views and sales, these web companies are going to be happy.

The only decision here is whether to dress up like that tree and go stand in the background or only entertain video production proposals from individuals and groups with a focus on quality and an understanding of what it takes to make that happen.

~Bill Cammack

Twitter: BillCammack
Social Media Category: billcammack.com/category/social-media
Subscribe via RSS or Email

Are You A Tech Elitist?

Bill Cammack — Mon, 24 Dec 2007 13:39:36 +0000

Are *you* a Tech Elitist? If so, how’s that workin’ for ya?

As it’s now Christmas, and we think of The Grinch sitting high on the hill, looking down on all the little people of the village with contempt… Let’s consider our own positions in our respective fields and how we’ve chosen social media sites & groups as well as whom we’ve chosen to affiliate ourselves with.

There was much change during 2007. More ways to communicate. More social sites to join. More video hosts with their own little gimmicks that made them slightly different from the rest. New video editing software. New storage solutions. New live streaming options….

As new opportunities arose, there was a lot of bandwagon-jumping. Sometimes it stuck, sometimes it didn’t. When Twitter was initially unreliable, OFTEN, eventually, Jaiku came along, and there was a mass exodus. The backup plan for when Twitter would go down was for people to immediately start posting on Jaiku until the problem was resolved. Eventually, Twitter became stable, and I didn’t hear a peep about Jaiku for months until they got bought by Google. All of a sudden, here come the Jaiku friend requests.

Even within Twitter, there was bandwagon-jumping. Apps were created so you didn’t have to use the twitter web page with your browser. Some people stuck with them. Some people bailed back to the web site when they realized how many twitter posts the apps weren’t picking up. Eventually, people found found satisfaction in how they received twitter posts. At some point during ’07, Pownce became a player as well.

There was much debate about which status update application was better between the three of them. I ended up sticking with Twitter, and once every so often, I copy/paste redundant posts to Pownce & Jaiku for people that primarily (if not exclusively) use those sites. I’m also biased towards Twitter because I have 341 contacts there vs. 117 on Pownce and 50 on Jaiku, many of which are redundant for the reason I stated earlier. So, for the sake of this post, I’ll say I made the ‘elitist’ decision that Twitter was better for my purposes and essentially neglect the other two services.

On the social site front, I used to have a regular MySpace presence. I had somewhere around 500 “friends” that were rather randomly acquired. What I mean by that is that I had probably 100 contacts that I knew from some other site or forum or that I actually knew IRL and then another 400 or so people/companies that sent me a friends request and then essentially never talked to me “again”. :D … “Again” has to be in quotes, because they never TALKED to me the first time. All they did was click a button that sent me a friends request, and I accepted it. I enjoyed interacting with my actual friends on MySpace, but the vast majority of it I found to be utterly worthless. MySpace is fantastic if you’re a musician or an artist, but I didn’t make many new relationships on MySpace that were worth anything.

Eventually, Facebook stepped its game up, and I migrated to “the better site”. Similar to my Twitter bias for status updates, my MySpace dealings dwindled to ZERO. In fact, if someone didn’t have a facebook account, I wouldn’t even bother to look them up on MySpace. :) “Everybody who was anybody” was on Facebook, so there wasn’t any need to ‘waste’ time on other mass social sites. Recently, someone mentioned MySpace to me, and I inadvertently laughed and said something like “You *still* use your MySpace account?” She replied that she interacts with the people that she knows because of business on Facebook, but her IRL friends are all still on MySpace. I hadn’t thought about it before, but as I sit here on my Facebook hill with contempt… I’m now wondering how many of my ACTUAL friends are still down in the MySpace village, having never made the jump to “the better site”.

The reason Facebook is better for me is that I deal with social media every day of the week. Now that I’m thinking about it, for the average joe, MySpace is more than enough, and there’s no reason for them to look for better connectivity to more REAL people. So now I have to consider whether it’s more beneficial to me to move some of my Facebook-time back to MySpace instead of concentrating solely on the site that’s clearly superior for my purposes.

Next, you have video hosts. I use blip.tv because the options and functionalities serve my purposes as I maintain my own video blogs using WordPress, Show-In-A-Box and vPiP. Meanwhile, other people talk into their webcams and post videos to YouTube. I’ve posted a few videos to YouTube for test purposes, but I wasn’t impressed with the video compression quality at the time, I wasn’t impressed with the Terms of Service and I *CERTAINLY* wasn’t impressed with the dimwitted remarks people love to leave in the comments sections.

For those reasons and others, I’ve left YouTube just about completely alone… However, you can’t argue with the numbers of views that people get, assuming they get “featured”. YouTube has become the go-to for people looking for any kind of video under the sun, so just by having your video there, you have more of a chance of it going viral than if you oh-so-elitely plan, film, edit, compress, upload, post, tag and advertise your own videos like I do. :)

The question, again, is “How’s that workin’ for ya?”. Fortunately, another 2007 development is TubeMogul which enables you to upload a video once and have it distributed to multiple video sharing sites. TubeMogul also tracks statistics for you across several sites. So now, there’s less incentive to keep “all your eggs in one basket”.

I’m sure we can look forward to lots more fantastic developments in 2008. :) Personally, I’ll be paying more attention than I was this year as far as whether I’d like to consolidate or expand in the areas of status updates, social sites and video hosting sites. I didn’t even get to talk about live streaming options, like how I think Operator11 is infinitely better than BlogTV….. except Operator11 went completely offline for more than a week, so people like Jonny Goldstein had to retreat to other live streaming sites to keep their shows going. Of course, there’s no way to add a BlogTV archive to your Operator11 show archive, so c’est la vie. :/

Anyway… I think it’s in all of our best interests to pay attention not only to which new app or site has cool features or the elite people flocking to it, but also to whether we’re trading away communications with our core viewers, friends, contacts and followers. Just like The Grinch found out… it’s lonely at the top.

Bill Cammack â€¢ Cammack Media Group, LLC

Sex Sells!!!

Bill Cammack — Thu, 14 Jun 2007 18:49:11 +0000

Ladies… When you want your man to do something, make sure you LOOK GOOD when you ask him! :D

Guys need INCENTIVE. That incentive comes from either desire or fear. If he desires you, then he’s going to FEAR not ‘getting some’, so you get a double bonus by hooking yourself up and looking proper before suggesting he do things such as take out the garbage or take you out to dinner. :)

If you look busted when you ask him, he’s going to be thinking “So what if I don’t do it? Who cares? I’m not trying to tap that anyway :/” Worst-case-scenario, you stop blabbing and go away, which is a double-win for him, because he doesn’t have to listen to your drivel, AND he doesn’t have to look at you anymore and can get back to enjoying his brew and the game he was watching.

If you don’t live with your boyfriend, then make sure you look proper when you go to his house, or you let him come over. This helps you during the times you ask him to do something over the phone. While you’re talking to him, he’s having Champagne Wishes & Caviar Dreams about hooking up with you later on, so he’s liable to do just about anything you ask him to. If you look good, say 50% of the times you’re around him, then you have about a 50% chance that he’ll perform his task properly… IF he does it at all! :D

That’s right, ladies! Like the record says… “You gotsta use what ya got… to get what ya want!” :D

YA HEARD??? :D

DatingGenius

The Lab – Production Log Pickup 04

Bill Cammack — Mon, 02 Apr 2007 18:00:46 +0000

I had used the time between when I “finalized” my final revision of my dialogue script (as final as it was going to be until I actually started saying the lines and feeling them out), and when I was emotionally prepared to “attack” my lines to finish the rest of the edit. Everything was done except for saying and then loading my lines, color correcting them, tightening up the edit to work on the timing I felt was proper, then noise-reducing the drive sounds out from under my lines, watching the whole piece for timing, compressing and uploading. Everything went smoothly, like it’s supposed to, :D and I had my video uploaded by the time I headed out on Saturday around 4pm to play Ultimate Frisbee in Central Park.

I was actually a day late with my release, but there was nothing ‘good’ I really could have done about that. I had so much to do last week, including switching concepts entirely when I found out that “Witches of Eastwick” didn’t have what I needed to make a show, that by the time I got my final dialogue revision written, it was Friday evening or Friday night, and I had ZERO incentive or energy or DESIRE to read my lines AT ALL. Being a morning person, I woke up with ‘attack’ energy, prepared the set, then did my 45 minutes on-screen. It actually went pretty quickly, because I knew my lines, and it was only the break points that were tripping me up. Some of the takes I ended up using were the second or third ones, and I *KNEW* that I had aced them when I finished saying them, but I did several more takes anyway, for ‘safety’. That’s why it still took 45 minutes. I was going over the same lines, just in case.

Having internalized the process, I see that there’s an order I need to use when I to this format of a show. The MAIN thing is the clips. Until I have the clips I’m going to use, thinking about dialogue or writing dialogue is worthless. I have to make sure I have clips that are short enough that they’re all done in ~ 1:30. I have to have a punch-out, or I have to write one when I get to the dialogue. Part of what made the process tedious was looking through the whole film for clips to use. I probably ended up using 1/5th of the footage that I thought was useful from “Clerks”. I ‘wasted’ a lot of energy thinking about bridging clips that I ended up not using at all. Next time I do a show in this format, I’m just going to be looking for the short stuff that illustrates the point and sets off my dialogue. It gets easier every time. All the rest of it is cookie-cutter formula at this point.

Having said that, I don’t actually WANT to do it.

continued…

Videoblogging Careers

Bill Cammack — Wed, 22 Nov 2006 20:58:57 +0000

Response to Penelope Trunk’s article on videoblogging as a career.

Penelope: I understand your point about your blog being about careers. As someone who was pointed to this page directly, having zero context for your statements, I read the title literally: “Thinking of video blogging? You should probably forget it.” and that’s what I responded to.

Had the title been “Thinking of video blogging _as_a_career_? You should probably forget it.”, I would have agreed with you along the “don’t quit your day job” lines. :) One of the most technically well-done videoblogs/shows that I’ve seen is Galacticast, and Rudy still has a day job. I can only think of two situations where an independent production company created a videoblog and got picked up and funded to the point that they can call that their career. I’m sure there are probably a couple more, but I’m not aware of them.

In the context of a career, the ‘problem’ with videoblogging is convincing someone that their money is well spent funding YOUR collection of videos on the internet. To do that, you would have to convince them that you had X viewership, and that the ROI is there from your viewers to justify them sponsoring you. I don’t think there’s enough data yet for anyone to speculate on which videoblogs are going to be financially viable. It’s all a gamble.

For instance, television is based on advertising. So many people own televisions. So many people subscribe to cable. So many people are known to watch X television show. Stations can use this to sell advertising space during their 30-minute or 60-minute shows to companies attempting to sell to the demographic that watches their show. That’s what the advertisers pay for. They pay to get their product in front of X eyes every Tuesday night @ 9pm.

Without concrete ideas about potential ROI, there’s no incentive for anyone to fund a videoblog, so the concept of videoblogging as a career is currently a longshot.

… currently :D

Bill Cammack » incentive

Why Professionals Avoid Web Video

Related Posts

Are You A Tech Elitist?

Related Posts

Sex Sells!!!

Related Posts

The Lab – Production Log Pickup 04

Related Posts

Videoblogging Careers

Related Posts