We get a lot of questions about our deal videos.
What software do we use?
What techniques are in our toolbag?
So today I’m going to break down our deal video process step-by-step, and give you some
key takeaways that we’ve learned from creating video content over the years.
Our process kicks off with writing the script
Tip #1: Prepare!
Our scriptwriter, Lyndsay, digs deep into our partners’ product to gather the most
important information customers need to know before they buy.
This info comes from a few sources: there’s the website, the product itself, and partners
submit a form with product information and a demo walkthrough.
She brings all of this research together to create an explainer video for all of you.
Even if your videos are more conversational and off the cuff, preparation is still key.
Know what you’re going to talk about, bullet point your main ideas on a piece of paper,
and rehearse the parts you’re most passionate about.
If nothing else, it’ll make editing later way easier.
Next, we film the video!
We just dropped some tips for filming on your own, including how to get the best audio and
lighting for home recordings, so I’ll link that up here.
And you can let us know in the comments down below if you want a tour of our video studio
and a deep dive into our equipment.
Now to one of the most underrated video tools, a teleprompter.
We use a Parrot teleprompter, which is great because it’s super compact and comes with
a native app that controls everything.
All I do is load the Google Doc into the app with my phone and our video host reads along,
much like im doing now.
Regardless of whether you use a teleprompter or MacGyver a stand to hold your script -
Tip #2: Get your script in line with the lens.
The benefit of a teleprompter is that it’s connected to the camera, directly in front
of the lens, so the person is looking right at the camera.
There’s nothing worse than watching someone clearly reading a script waayyy off-camera.
If a teleprompter isn’t in your budget, just spend more time on Tip #1 and let it roll!
So at this point in the AppSumo deal video process, we’ve had multiple people working
together: Lyndsay wrote the script after collaborating with our partners.
Our design team created graphics.
I filmed either Vanessa, Chris, or Chrystie on this set.
And now that footage has been shipped off to our buddy Jordan for editing.
And alllll those people live in four different cities.
So, Tip #3: Create an organizational system for the process.
Even if you aren’t working across departments and city limits, there will always be moving
parts in the video creation process.
Over here, we love a kanban board to move scripts along, and we communicate mostly through
Slack with automated notifications when certain deliverables are completed.
Now the moment you’ve been waiting for...editing!
Tip #4: Find the editing tool you like.
This could mean shelling out some dollars, but it’s worth it to find the software you
feel comfortable with, and that gives you the results that you’re looking for.
For me personally, that’s Final Cut Pro X. I’ve been using that for about 8 years
and I chose Final Cut because of the flexibility and customization, the faster editing performance,
and it has a super user friendly interface.
Our other video editors are mainly working in Adobe Premiere, which might be a better
option if you’re already on an Adobe plan.
Either way, the end result is what matters most, the route is just preference.
Editing our deal videos is fairly simple.
First, I’ll do a little bit of adjustment to the audio, so I can hear the video at the
volume I’d like for it to be.
I’ll use built in compressors, maybe a little EQ if there was dump truck driving by, and
a little noise gate to trim down any other sounds in the room.
After audio, we trim down all the dead space in the main video and put aside any bloopers
for the ending.
Next, we excerpt the parts of the product demo that are mentioned in the script.
Our wonderful scriptwriter -- who is extremely helpful and had no hand at all in editing
this script -- leaves timestamps to know which part of the recording goes which section.
Now, we use a number of tools to level up the visual and audio elements in our videos,
so let’s take a minute to break down each of them.
For zooming in on footage, I’ll either choose the native “ken burns” effect, or if I
need to zoom in on multiple points of one clip, I’ll opt for a third party tool called
Propath.
Next, let’s chat animations.
Tip #5: Take time to research motion graphic templates that are on brand.
We typically use a combination of templates suited for Final Cut and also with Adobe After
Effects, and I’m always on the prowl for ways to spice up our visuals.
I typically browse through Videohive.com about 1-2x per week to see what’s new and what
might be on sale.
I probably buy more motion graphic templates than I’d really ever need, but I’m sure
you Sumolings understand my addiction.
They have a plethora of bundles that are pretty simple to customize.
Let me show you how I’ve use a template to customize our intro logo animation.
You may also want to peruse Lord-Icon - it’s a freebie available now in our store!
Once we’ve killed it with the visuals, we add in our music!
We source most of our royalty-free music through Epidemic sound.
Their library features boat loads of premium tracks with and without vocals, and they’re
organized by genre for easy searching.
Plus their curated playlists from their staff are usually pretty fire.
Alright, final touch-ups include adding some sweet sound effects...
and voila: it’s ready to ship!