I just finished viewing a random sample of fifty newspaper website videos and I’m feeling pretty sorry for myself. This was part of a larger academic research project, but I have some preliminary feedback for my friends working for newspaper websites:
First: use a dang tripod and level your camera. Great photography does indeed take skill, and the very best is art. You don’t have to be Cecil B. deMille, however, to level and steady a shot. This is elementary but I was amazed at the number of shaky videos with shot by professionals.
Second: learn to use a microphone and put the microphone near the source of the sound. Your viewers are not interested in listening to the breeze go past your camera; they want to hear the person you are interviewing.
Third: get closer! If you’re shooting a community feature so that folks can see their kids at the flag raising ceremony or the summer parade, let them see their kids’ faces! It is your job to cover the event – get in there.
Fourth: contextualize your stories. Too many videos are posted apart from their originating stories, so it’s impossible to find them and figure out when the events they depict even occurred. If you post something, take the time to add a caption that tells the viewer what it is and when it occurred. (You remember the whole who/what/when/why/how thing? Yeah, that needs to be attached to video too. Really.)
Finally: incorporate your videos into the larger product. Why are news videos on a separate tab from your news? Work with your web designers to streamline the user experience. They should be able to read the details, see the images, and click on a video that adds to their understanding of the story.
Video is one of the most promising growth areas for online news, yet what I’ve seen tells me that some organizations are throwing anything up there to see what sticks. Some of it is so bad it’s insulting to the audience. Remember – your audience can use a video camera too, and when your material is no better than theirs, you may not get another click. Use video to enhance your coverage, not as an afterthought.