Ron Widup
Marketing & Industry Awareness Committee Chair
Shermco Industries, Inc.
We all have them in our pockets – powerful, high-quality video recording capabilities and tools within our smartphones! Here are a few tips on how to successfully capture content to assist us in the creation of business-related videos.
Preamble: Think About the Shot!
Live-action video can be an awesome medium to communicate to the world, provided you follow a few basic rules on how to most effectively (and dramatically!) capture video content while on the job or in a business setting.
Before you begin to capture the intended video, think about the message you are trying to convey, the background people will see and the overall framing of the subject. This small step, in the beginning, can mean the difference between an interesting and engaging video or a total snooze fest.
Rule No. 1: Turn your camera sideways!
While this is the age of TikTok and Snapchat which typically shows video in a vertical mode, capturing video for use in the business setting is most effective when the camera is turned sideways and the video is captured in a 16 x 9 or widescreen mode. It’s more appealing to the eye and more appropriate for business-related content.
Rule No. 2: Steady As She Goes!
Most modern smartphones have built-in image stabilization. But to assist you further, it’s a good idea to purchase a small pistol grip phone holder, flexible mini tripod or gimble-mount tripod to help you hold the camera steady and on point. We don’t want any Blair Witch Project filming effects by bouncing up and down when you want to focus your attention on the person or object being videotaped, and you don’t want to distract their attention. Keep it steady!
Rule No. 3: Lighting!
Nothing can diminish a shot more than poor lighting. When you want to see what you’re filming with clarity and detail, it almost always requires supplemental lighting. Often overlooked by amateur filmmakers, make sure you think about the best lighting for the subject matter you are filming. Electrical equipment is gray and shiny – think about the reflections!
You might be asking yourself, “But what about filming outdoors?” While it’s true that sunlight is a great source of lighting, it can also be detrimental to the shot if the sun is too bright, is washing out the shot or is behind the subject creating a darker shot or shadows. Think about lighting!
Rule No. 4: Frame the Shot!
When you capture video, you are telling a visual story in just a few short seconds, so thinking about the experience and impressions the viewer will absorb in that short timeframe is very important.
If you are focusing on a piece of equipment or a process, start with a wide shot giving the viewer an understanding of the environment or the overall look and feel of the subject. Then zoom in to the specific area of focus, just as you would if you walked up to the same subject.
When you are going to focus on something, you typically look around, process the information and then look at the item or person you are interested in. The same is true for videotaping – let the audience experience that same dynamic of wide shot to focused content.
But don’t stay there too long! Remember, we are telling a story in a matter of seconds, so get to the next part – the tight shot! When you want to tell a story or highlight a subject, the tight shot reveals the details you will want to communicate. A common mistake is staying too far away for too long. Get in tight, do it quick and do it from several angles at no more than 10-15 seconds per scene. We are painting a visual in the mind of the viewer, so give them the scenes and experiences to do so!
Rule No. 5: Do a Little Hollywood!
When capturing video for a business scenario, especially when showing a process, a person performing a task, or a piece of equipment in action, it’s often best to capture that process or action as it happens and then recreate the same scenario with specific and intentional recreations of the event.
Here’s an example: Suppose you are to film a bowhunter out in the woods on opening day of deer season. One way to tell the story would be to see the hunter put his gear on, pack up for his trip to the woods and then film them from behind as they are stalking their prey. You see the deer, film it as it walks in the brush, then show the action of pulling back the bow and releasing the arrow. That can all happen in real time. Then you can add supplemental shots from the front, show the arrow leaving the bow and add some dramatic “b-roll” or supplemental footage to enhance the story while doing so in a safe manner. The same concept can be captured with electrical equipment or machinery. Show the scene and then enhance it with supplemental materials.
Rule No. 6: Electrical Equipment and PPE: Pay Attention to Details!
Big gray boxes, shiny surfaces, industrial settings, and small details that can make a big difference….
Often the video we capture will involve industrial machinery and equipment and may include scenes with workers as well. It’s important to remember that not only are we trying to capture engaging and interesting storytelling aspects, but we must also be technically accurate and in compliance with safety rules and regulations. There are many examples of poor technical videotaping execution, which will immediately discount the validity of the shot to people “in the know” who are viewing it.
Things like the meter that is set to off while taking a staged voltage measurement, a person not wearing the proper personal protective equipment (or possibly none at all), or a piece of equipment that is supposed to be running when it is sitting on a pallet or in the shop. These are all examples of poor execution.
Or maybe it is an electrician who has a metal nose stud and flammable polyblend clothing while “on the job” (true story – just saw it on LinkedIn!). Your attention to detail is very important if you are to capture the attention and respect of those watching your video or looking at a photo. It’s an important differentiator.
Rule No. 7: Audio is King! (Or – Can you hear me now?)
If you want to differentiate your videos from others, make sure you use an external (Bluetooth) microphone. The sound quality with an external microphone is so much better and will enhance the clarity of your videos and make them easier to understand.
In summary, follow these steps and simple rules and you’ll be well on your way to creating memorable video content. The work we do to keep the industry moving is vital, so it’s on us to showcase that vital work in the video content we create!
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