#IFBC18: Storytelling Through Video

Learn how to film food in the most mouth-watering and enticing way and how to capture the passionate human stories that surround our favorite dishes from around the world. Husband and wife team (who got engaged on the way home from IFBC14!), Maria Sierra and Alvaro Hernandez, will lead us through this high-tech video session and offer takeaways that we can all immediately put to use.

Transcript

1. @LaCooquette STORYTELLING THROUGH VIDEO María Sierra + Álvaro Hernández “La Cooquette”
2. @LaCooquette WHO ARE WE?
3. @LaCooquette FOOD VIDEO INVASION
4. @LaCooquette FOOD VIDEOS AREN’T NEW. SO....WHAT IS? • Non-food related brands and media outlets start creating. It’s everywhere! • News Media: Washington Post • Entertainment & celebrities • Brands • Influencers • Lifestyle • Travel • Mommy bloggers
5. @LaCooquette News Media Entertainment & celebrities
6. @LaCooquette KEY COMPONENTS OF SHAREABILITY • Highly appealing images • The unexpected: -Original uses for ingredients -New food trends
7. @LaCooquette KEY COMPONENTS OF SHAREABILITY • Compelling format: short & sweet • Surprising, shocking or absurd (food trends)
8. @LaCooquette KEY COMPONENTS OF SHAREABILITY • Conversation-starters (traditions, culture, etc.) ◦ Encourage discourse: nostalgia, novelties ◦ Encourage debate • Relevant: great timing • Niche-focused
9. @LaCooquette THE PUPUSA DEBATE.
10. @LaCooquette LET’S GET COOKIN’
11. @LaCooquette DIFFERENT PLATFORMS, DIFFERENT FORMATS -Facebook -30, 45, 80, 90 seconds -Purely visual -The food is the star - Longer videos now: 2-5 min* with more storytelling -Video finds the audience -Visual hook is essential Facebook Watch shows run by certain partners
12. @LaCooquette DIFFERENT PLATFORMS, DIFFERENT FORMATS -Instagram -Under 1 minute. - 1:1 is still preferred -Similar to Facebook -recipe, awe moment, relatable -IGTV - 16:9 aspect ratio / 1080-1920 px -Average 10 min - up to 1 hour -Best if new content, not just repurposing other videos -Pros: Bumped by Instagram, Ability to add links to redirect fans -Cons: still needs + time, format can be hard to adjust to
13. @LaCooquette DIFFERENT PLATFORMS, DIFFERENT FORMATS -YouTube: -usually 03:00-10:00 min., more and more beyond (10:00-15:00 min) -Personality driven -More chances to connect with your audience at a personal level -More detailed steps -Audience finds the video
14. @LaCooquette STYLES AND TECHNIQUES - Hosted tutorial -”Impersonal” tutorial -Animated (stop-motion) -Teasers -Cutdowns
15. @LaCooquette CONSIDERATIONS WHEN FILMING FOOD -Light -Soft, high-key lighting -White balance -Diffused light -Natural vs. artificial light
16. @LaCooquette CONSIDERATIONS WHEN FILMING FOOD -Camera placement: food has a good side. -Continuity: often, there’s no “Take 2.” -Pace: snappy and fluid, even if recipe is long and tedious. -Find the musicality of the recipe. -Warp time! (Slowmo, timelapse, ellipsis) -Food presentability Example
17. @LaCooquette -Making great videos is more accessible than ever. LET’S GET TECHY
18. @LaCooquette SOME USEFUL TIPS DIY LIGHT DIFFUSER CAMERA EXTENSION RIG
19. @LaCooquette LIGHT, COLORS, ALSO DEPEND ON YOUR BRAND AND PURPOSE
20. @LaCooquette FOOD MAKES FOR A FLEXIBLE FORMAT Recipe Videos Food Hacks Experiments
21. @LaCooquette “Food porn” FOOD MAKES FOR A FLEXIBLE FORMAT Discovery Inspirational
22. @LaCooquette THE PUSH FOR LONGER FORMATS -Every social media platform wants you to spend longer on it -YouTube, Instagram, Facebook want to take over people’s TV habits -”What’s good in your hood” series -La Ruta de la Garnacha (Mexican YouTuber)
23. @LaCooquette PUBLISHING STRATEGY: THINGS TO CONSIDER • Time / Day • Collaboration with others • Crossposting • Frequency + Schedule • Facebook Groups • Paid Promotion • Re-sharing (curation) • Repurposing content • Always give credit
24. @LaCooquette WHY ARE WE SO HUNGRY FOR FOOD VIDEOS? • Easy bonding subject • Food is connected to EVERYTHING we share • Relaxation/pleasure → dopamine & the reward circuit • The experience of food is transcendental
25. @LaCooquette WHY ARE WE SO HUNGRY FOR FOOD VIDEOS?
26. @LaCooquette THANK YOU! ¡GRACIAS! lacooquette@gmail.com