You’ve figured out who you’re trying to reach. You’ve found an idea worth making. You’ve made a plan for what you need to capture.
Now it’s time to hit record.
The good news is you don’t need to be a professional videographer or own professional video equipment to shoot better video content.
You need to be intentional about what you capture.
A few simple decisions while you’re shooting can give you better footage, more options when you edit, and ultimately better finished video content.
Your Phone Is Probably Good Enough
Let’s get this out of the way first.
The camera on your phone is an incredible video tool. For a lot of business and organizational video content, it may be all you need.
That doesn’t mean a phone is always the best camera for every project. It means you shouldn’t let equipment stop you from creating something.
If you have access to a dedicated camera and know how to use it, great. Use it.
If you have a phone, use that.
The principles in this article apply either way.
Know Where Your Video Is Going
Before you start shooting, think about where people will eventually watch your video content.
If you’re creating something specifically for Instagram Reels, TikTok or YouTube Shorts, you’ll probably want to shoot vertically.
If the video is going on your website, YouTube or somewhere else where horizontal video makes more sense, shoot accordingly.
Making that decision before you start will save you from trying to force your footage into the wrong shape later.
Shoot With Intention
When I’m shooting video, I’m constantly thinking about three basic types of shots. This is really Video Shooting 101. In fact, it’s one of the first things I learned about shooting video in college.
Wide. Medium. Tight.
A wide shot helps establish where you are and what’s happening.
A medium shot brings the viewer closer to the action.
A tight shot lets you focus on the details.
Let’s say you’re creating a video about a company that makes chocolate.
You might start with a wide shot showing the production space and someone making a batch.
Then move closer for a medium shot of them working with the chocolate.
Then go tight on the ingredients, their hands at work, or the finished product.
Same place. Same activity. Three completely different perspectives.
That variety gives you options when you start putting the video together.
Don’t Just Stand in One Place
Once you start looking for wide, medium and tight shots, you’ll probably notice something else:
You need to move.
Try a different angle. Get closer. Step back. Move to the other side of what’s happening.
You don’t need to make every shot dramatically different. Sometimes moving a few feet can give you a completely different perspective.
Think about what would make the viewer feel like they were there.
Pay Attention to What’s Around You
Before you hit record, take a quick look and listen to what’s happening around you.
What’s behind your subject?
Is there enough light to clearly see what you’re trying to show?
Is there something distracting in the background?
Can you hear loud music, traffic, an air conditioner or something else that might make it difficult to hear someone speaking?
You don’t need a perfect environment.
Sometimes moving a few feet, turning your subject in a different direction or closing a door can make a huge difference.
Don’t Ignore Your Audio
If your video includes someone speaking, audio matters.
People will tolerate visuals that aren’t perfectly polished. It’s much harder to stick with a video when you can’t understand what someone is saying.
If you’re using the microphone built into your camera or phone, getting closer to the person speaking can help.
If you have an external microphone, even better.
But whatever you’re using, listen to the environment before you start. A beautiful shot doesn’t help much if the person in it can’t be heard.
And if you find yourself with muddled audio, there are AI tools like Adobe Podcast that might help. But don’t rely on this instead of capturing cleaner audio in the first place.
Shoot More Than You Think You Need
If you think you need one shot, capture a few variations.
Shoot it wide.
Get closer.
Look for a detail.
Try another angle.
At Moarly Creative, we say, “Shoot the sh*t out of every story.” There is no greater story killer than not having enough clips when editing.
Another story killer? Not giving yourself enough ‘pad’ at the beginning and end of every shot.
One of the easiest mistakes to make is stopping a shot too quickly.
You see what you need, hit record, capture it and immediately stop.
Start recording before the moment you actually want. Let the action happen. Then keep recording for a few seconds afterward.
And keep your eyes open for things you didn’t plan.
Some of the best moments you capture may not be on your shot list. If something interesting happens, shoot it.
You can always decide not to use something later.
It’s much harder to use footage you never captured.
Don’t Overcomplicate It
Better video content doesn’t necessarily require a better camera.
It requires you to think about what you’re showing your audience.
Give them different perspectives. Pay attention to your surroundings. Capture enough footage. Make sure they can hear what they need to hear.
And remember that you’re going to get better at this by doing it.
Your first (or 1,000th) video doesn’t need to look like a commercial.
It just needs to communicate something worth watching.
Start there, and you’re already creating better video content for your business or organization.