Dispatches from the Digital World

Dispatches from the Digital World

mattbjur-mastercommunicationsgroup

A Video Editor’s Perspective on Making the Switch from Final Cut Pro to Premiere Pro — Part 1
Three-Part Series

Remember those black, analog cartridges called VHS cassettes? How about biking to the nearest Blockbuster to browse the latest selection of recently released Hollywood hits. You’d watch a movie with family or friends, eject the tape and on the tape was a “Be Kind, Rewind” sticker. Sometimes it felt like rewinding the movie took just as long as watching the movie. As you reflect on technology, this wasn’t all that long ago.

Since joining Master Communications Group, I’ve delivered videos to clients on VHS, Betacam, mini-DV, DVD, Blu-Ray and through online streaming services like YouTube or Vimeo. That’s a lot of change in ten years. Now ask someone who’s been in the industry longer and they can probably double that list.

Change happens. Technology improves, quality expectations change, delivery methods evolve, video codecs improve – such is the cycle of working in an ever-changing digital world. It’s my job to stay on top of any current trends and best practices to keep your videos relevant and effective in today’s market.

Since 2005, I’ve edited 99% of all incoming video projects on an editing platform called Final Cut Pro (FCP). For the better part of the last decade, Apple’s FCP has been king of all editing software. It was a better software platform than many of its predecessors at only a fraction of the cost.

Then in July 2011, Apple released Final Cut Pro X. Putting its old version of FCP out of business; they slashed their own price — making FCPX only $299 — so now everyone could become video editors! But here’s the real kicker, rather than make this an improved version of FCP7, they started from scratch!

The new FCPX was so different than its previous version and its competition, that it required learning a brand new style and technique of editing. While some of the changes were good, the overall change in interface meant that valuable time was spent learning a new and unique version of editing instead of actually editing client’s videos.

This risky move on Apple’s part proved to be a great opportunity for Adobe to snatch up many of Apple’s once loyal professional editors.

By Matt Bjur, Video Editor/Producer at Master Communications Group

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Next up: The Premier of Premiere — Making the Switch from Final Cut Pro to Adobe Premiere

YouTube Vimeo Wistia

There are generally two routes most business communicators take once their video is complete:

  • Make it public and share it widely, or
  • Keep it private for a specific audience, but available by link

Make it public and share it widely

If the video is promotional in nature and you want prospective buyers to discover it via search engines, we recommend posting to YouTube. Since YouTube is a search engine owned by Google, you’re most likely to appear in Google searches for the keywords optimized in your description. However, it does need to be set up properly for the best results.

Make it private, but available by link

For videos to be shared with dealers and within an organization only, create a private link and password protect it, if necessary. There are many ways to do this, including services like Vimeo and Wistia. If there are multiple videos, consider a video hosting package that includes analytics, branding and various player controls. For any questions regarding how to best stream your video, call us, we’re always here to help.

WMV or MP4 File

Once a video is completed and approved, clients usually ask what type of video file they need.
It depends, are you:

Playing it on a PC in a PowerPoint Presentation?
If it’s for playback on a PC that has no other software loaded, then you’ll probably want a Windows Media (.wmv) file.

Playing back on Mac or PC, but not sharing publicly?
In this circumstance, create both .wmv and .MP4 versions of the video. MP4 works with Quicktime as well as PCs with the video player software loaded, like our favorite free one VLC Media Player.

Embedding on video sharing sites, like YouTube?
Video sharing sites recommend high resolution MP4 files. By starting with the highest quality possible, your video will look great on any device delivered through these sites.

When in doubt, go with both an MP4 and WMV files.

Dispatches Archive

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