So what the heck is a "YouTube video?"

Beats me.

And my film crew. And editors. And writers.

But as filmmakers we hear this more and more. Hmmm. So I got to thinking....

When someone wants a "YouTube video," what does that mean from a producer's point of view?

Is a "YouTube video:"
Professionally created?
Consumer created?
Expensive?
Cheap?

Does a "YouTube video" include:
Actors?
Non-actors?
A call to action?
A great story?
No story?
A weak story?
Interviews?

Does a "YouTube video" look:
Slick?
Beautiful?
Home-made?
Hollywood?
Campy?
Mysterious?

Does a "YouTube video" feel:
Funny?
Serious?
Sad?
Optimistic?
Negative?
Surprising?
Joyful?
Scary?

Is a "YouTube video:"
Musical?
Poetic?
Educational?
Inspirational?
Thought-provoking?
Staged?
Captured live?

Phew! I'm just starting. But I think you get the idea.

The next time your producer looks confused when you ask for a "YouTube video," remember...

YouTube is a distribution channel...not your video story.

---Tom

Huh? A "YouTube Video?" What's That?

Imagine this.

You're thinking about building a new home. You decide to send an email to a general contractor. You write a note that goes something like this...

"I'd like to have a new home built. How much would it cost to build a home with six rooms, two bathrooms, a small garage, and a nice yard? Please tell me how long will it take to build it. Thank you."

It's pretty likely you won't get a response that is helpful or accurate. And chances are it won't move your vision forward.

Believe it not, I've seen emails like this requesting how much a video project will cost. So have many other producers.

The simple solution, of course, is to pickup the phone and call a producer. Share your idea to see if your vision can be turned into an opportunity.

When it comes time to begin a new video project, a model worth considering comes from marketing expert and Fast Company writer, Nick Rice. Nick has a fabulous riff on determining the reality of an opportunity. Nick calls it "The Opportunity Framework."

Nick's framework has three components.

1. Determine if there is a real problem that needs to be solved.
2. Determine if there is an opportunity to move the project forward.
3. Determine if enough resources are available.

I think this is a great framework to quickly evaluate weather or not to move the conversation forward.

Send an email?

I've found most filmmakers love a good conversation :-)

---Tom

P.S. This post was inspired by another headline challenge from Brian Clark over at Copyblogger.

P.S.S. Brian's first headline challenge inspired "My 22 Best On-Camera Interviewing Tips Ever" also featured on LIfehacker.

One Email No Video Client Should Ever Write