How do ordinary people shoot short videos?

The short video APP, which is popular this year, has been well known by many people and is used every day, but do you know how those simple videos are created? Why do shovel officers slap cats and dogs casually? Why do younger brothers and sisters like to take selfies by hand? And you danced 100 seaweed dances, No one cares that ....................................................................................................................................................... can improve greatly by learning the key knowledge points of shooting explosive short videos.

This key knowledge point is "epiphany". Whether we shoot short videos or do other artistic creations, it is very important to have a good insight first.

The following article will explain to you how to improve the insight of shooting video, and I believe it will be of great help to you.

What is insight? The materials we create and write are obtained through observation and discovery.

Insight = observation+discovery

What exactly are you trying to say? You want to present a happy person? Or a confident person? Or someone who looks confident but feels insecure inside? This requires you to use observation, add findings, and then output. Therefore, to be a short video director, you must have good insight, observation and find a good news. Let's look at an excellent example of insight: Chongqing, a city among network celebrities, in a short video.

First, the knowledge of Chongqing, the capital of online celebrities

The key to short videos is to discover the subconscious of the audience and find a potential demand. Why is Chongqing light rail on fire and Hongyadong on fire? In fact, these landscapes have always existed. After the short video platform appeared, why did the May Day holiday burst? How did it become a fashion landmark? In fact, everyone is learning a routine, that is, in the subconscious of the audience, looking for a place where urban culture and users are harmonious.

For example, in "Chengdu" written by Zhao, the city of Chengdu will give people a feeling of inner peace and leisure, while many people are thinking about poetry and the distance, facing the sea and warming bloom in spring. Urban culture is in tune with users, so Chengdu is on fire. For example, because of the landform, Chongqing gives people a magical and fantastic feeling, with beautiful scenery that is not found in other places, which tourists all over the world want to see. So some scenic spots in Chongqing have become explosions on the short video platform.

Second, Mi Meng's epiphany method

Mi Meng said a very interesting sentence, "90% of our feelings are wrong, and the user's insight can't be guessed." Her methods are data analysis and interactive interviews.

This is Mi Meng's 10000 word data analysis report on a phenomenon. 5000 people voted, and each title has 100 titles. Why do you think all the titles of Mi Meng are particularly penetrating, especially touching your inner pain point or that soft place? Because it is selected from 100 titles. In addition, she spent a long time doing interactive interviews. Is to take your own material, keep trying, keep being denied, and finally find a better understanding.

Insight is observation first, and it is the accumulation of material depth. Insight is to see the essence through the phenomenon, but after you are interested in this phenomenon, you should keep accumulating, making new discoveries, asking others, being denied and doing all kinds of homework. Like Mi Meng, each title has 100 titles, allowing 5000 people to vote. They kept trying and were rejected. The unique thing that you finally get with the label of the times is unique insight. This is also the reason why every article of Mi Meng touches us. We don't care whether she is a bosom friend or not, but every title of her is right for the pain points and main points of the present people.

Third, the method of good insight: get rid of prejudice and disorder

1, prejudice

Directing is an artistic creation, a work of discovery and reprocessing, and a work of gaining insight through observation, so directing is a cool technical job first. Short video platforms often provide hot topics, and the director's observation needs cold thinking. What does the director have to overcome in this process? It is the big data in self-experience, called prejudice. Each of us will carry a lot of empirical judgments in our personal life journey, which will hinder the occurrence of some new things, your curiosity and your discovery of some new cognitive points in our whole thinking system, so we must not be biased.

For example, the first season of Where is Dad Going? It was called an explosion, but just a few days before the broadcast of "Where's Dad?", its main sponsor withdrew the order, because the sponsor could not confirm that there were all kinds of songs and dances in the market, and such a simple outdoor reality show with variety in the shed could have a chance of winning. The main sponsor watched the new thing "Where is Dad Going?". With prejudice, because there was no such attempt in the previous variety show, this new thing was treated with prejudice, which caused great losses. On the contrary, it is the executive team of "Where is Dad Going?". Not prejudice. They are very insightful and can see that in China, a family where father is always absent, father is an important role that the public needs.

2, disorderly work

We still have to overcome disorderly work. Creative people often come up with one idea today and another tomorrow, but these are piecemeal. This alone cannot form a complete epiphany system, nor can it output a complete epiphany concept. Our works should have their own values, which account for 60% of the works. And it's not enough to rely on scattered ideas. Therefore, it is necessary to overcome the experience bias and disorderly work, so as to learn what is the director's real insight.

Four. Deep v workshop:

How did you gain insight as a director? How did you gain insight as a director? In fact, like Mi Meng, he really sank into practice and life to find it. In this process, I summed up two principles.

Principle 1: Everyone is equal before creativity.

Don't deny any good ideas easily, it's actually breaking your inner prejudice. We usually encounter such a problem: the leader asks us to have a meeting to discuss short videos, and we start brainstorming. Xiao Zhang, Xiao Wang and Xiao Li sat together, and no one spoke. At this time, Xiao Li said a plan, and everyone felt that it was unreliable. The leader stopped and said, "Don't waste our time, I'll tell you an idea". Well, the brainstorming is over. Sorry, this is obviously the wrong way to work. When we make insight, we don't need leadership. In the team, we just need a calm observer to sum up all the ideas and goals and record all the materials.

Principle 2: Good ideas are the accumulation of ideas.

We often make a mistake in the process of epiphany, that is, having an idea is easy to start. However, even a 15 second video, from the generation of a good idea, to the true expression of this insight, and then to the real excavation and discovery, must be a good idea+plus a good idea+a good idea accumulation.

Take Airbnb's advertising video as an example. The creative team of this video may have done this: at first, it was only an insight into not going home during the Spring Festival. However, the second man said, what about the parents? Can we think about it? The third man said, then why not take mom and dad out together? Well, if mom and dad go out together, some people may have objections. How to do this? Finally, let's travel together, so that parents who have objections can meet young people. This insight is a creative idea accumulated in many ideas. Don't underestimate the short video of 15 second. In fact, it is also accumulated in ideas+ideas+ideas.

What does the verb (the abbreviation of verb) insight into?

The end of the director's insight should be at a warmer point. Why do you say that? Warmer is my new word. Why is it warmer? Let me tell you why. This is what a celebrity said.

In fact, Heidegger made it very clear that drama is imitating and reflecting people's actions.

Abstract of intransitive verbs

Want to have a good insight, not just by guessing, but by scientific methods, such as the methods listed in this article:

1, with a lot of data and surveys, sank to users.

2. Abandoning prejudice and disorderly work can give you better insight.

3. Delay judging some ideas and don't deny them immediately. Good knowledge is accumulated by many ideas.

4. In terms of insight, we should not only pay attention to pain points, cool points and itchy points, but also pay attention to warmth. The most fundamental performance of art is that people overcome difficulties and become better themselves.