Author Archives: Lauren Adleman

DIY Video Shooting: Feel Comfortable Behind and in Front of the Camera

Once you’ve determined how Video Marketing fits into your overall business Strategy and determined what kind of Storytelling will best engage your target customer, it’s time to shoot your video.

This post will run down what you need to know when it comes to creating a video for your Small Business, whether you’ll be behind or in front of the camera, or both!

Here’s what we’ll cover:

  1. Choosing the Right Location for Your Shoot
  2. What Camera Should You Use for DIY Video
  3. Accessorizing for a Smart Phone Shoot
  4. How to Light a Talking Head Shoot
  5. A Bit More on Backgrounds
  6. What to Wear – or not Wear – on Camera
  7. Framing a Talking-Head Shoot
  8. Shooting a Talking-Head Video

There’s a lot of information, but I’ve broken it down into these chunks so you can feel aware and prepared going into your DIY video marketing shoot.

So let’s get started!


Looking for and finding a good spot to shoot can make or break the “quality” look and feel you may want to portray of yourself and your company.

Modeled after the steps that a location scout will go through on a professional video shoot, I’ve created this simplified checklist for finding your DIY video location shoot.

I’ll go deeper into some of the steps below (background, lighting) in this guide, but if you don’t start off with a decent location then you’ll be setting yourself up for a more difficult experience than necessary.

So, remember to ask:

    • Do I have permission to shoot in this location?
      If you’re using someone else’s space, I recommend getting their permission down in writing somewhere – even if it’s in an email.If it’s your home or office, do you have general liability insurance, or a homeowner’s policy, just in case someone helping you hurts themselves? (Note: this holds true if you have a bigger shoot, than just yourself and a smart phone).
    • What is the background you’ll be in front of?
      iPhones, and most non-professional cameras you will not allow you to throw the background out of focus. Keep to a neutral, non-distracting background. A solid colored wall is probably your best friend.
    • What is the lighting situation?
      If there is a window does it have direct sunlight? If so: what hours of the day? Can you shoot what you need to shoot while there is no direct sunlight? Are there shades that can control the outside light?If there is no window, do you have a few lamps that you can use to adjust the lighting?
    • What is the noise level in this room?
      Listen for or ask about: air conditioning; heater noise; street noise; hallway noise; elevator “ding”; thin walls to neighbors.
    • How big is the room?
      Do you get enough distance in length between the background and yourself, and between the camera and yourself, so you won’t cast a shadow on the wall and the camera won’t cast a shadow on you?Do I have enough width to get a clean background, and not see other walls in the shot?
    • Can you set yourself and the camera up such that you are close enough to camera for good sound?
      If you’re working with a larger distance between you and the camera then you may need to invest in microphone equipment. We’ll talk about that in the equipment section of this guide.
    • Do you have enough time to do what you need to do?
      One page of traditional script format (one audio and one video column) typically equals one minute of video, once it’s all edited.When planning on how long your shooting day will take, a good rule of thumb is to give yourself an hour per page. Then add an hour for set up at the beginning of the shoot and an additional 30 minutes for backing up footage and breaking down the equipment at the end. (Note: this holds true for a shoot that goes byond just you and your smart phone)
    • Can the room handle all your equipment?
      Are there enough outlets and is there enough power for all the ‘stuff’ you’re plugging in? Do you need to bring extension cords?


I once produced and directed a video to rave reviews from the agency and the clients. Everyone especially liked the camera work, which was done by the amazingly talented Peter Mariuzza. A fellow producer wanted to know which camera and lenses Peter had used. We dutifully answered the question, but we both had the same reaction to the question: it’s not about WHAT you shoot with, but about HOW you use the equipment.

If you’re a true do-it-yourselfer, start with your smart phone.
They have great video cameras today, even in “selfie” mode, and if your objective is a video introducing you, as the face of your company, it might work just fine for you and your budget. Make sure to keep it short and simple.

If you shoot close enough, the built-in microphone is probably good enough (but do make sure to record in a quiet environment to avoid audio headaches).

Mark my words. If you start geeking out on equipment too early, chances are you’re not focusing on content and how to engage your audience.

If you are looking for some good tools to make your video experience a little easier, there are accessories that you can use with your phone won’t break the bank.



There are a gazillion gizmos out there to stabilize, strap, and mount your phone. If you live in Manhattan like me, just look at all the tourists with their selfie-sticks. And there are equally as many apps to enhance your in-phone camera, and help you edit, distort, and upload video. If you have extra time: you can really have a lot of fun trying out different video software. A popular camera enhancement app is:

But for shooting a straight into camera talking-head, some b-roll footage, or an interview, the camera itself is just fine.

I’m going to stick to the basics and focus on getting you something you can achieve in a timely manner and use without years of experience in video production!

First and foremost, make sure you have enough memory on your smart phone to shoot!
For an iPhone, you check this under Settings => Photos & Camera => Record Video and it will tell you your recording format choices and how much memory is being used in the process. I recommend you shoot a test at “1080p HD and 30 fps” and see how your memory stacks up. Note that most iPhone selfie-cameras shoot at 720p.

If you do NOT have enough memory for a few 30 – 60 second video clips, borrow a phone, before you spend ANY money.

In my mind, there are two approaches to shooting with a smart phone camera: either, you and your phone OR you, your friend and your phone.

However, if you have the means accessories (even a simple tripod) can be very helpful. Here are a handful of simple items that you can add to your video shoot without breaking the bank. Note: These items are suggestions and not professional grade. They are adequate however for staring out and tinkering.

  • An adjustable phone grip and tripod with carry bag.
    These are probably two of the most useful tools for making sure your shots stay consistent and look professional.For the tripod, make sure the legs extend high enough for you to be eye level with the lens of your smart phone and look to find the sweet spot between sturdy and bulky. If it has a “head” make sure it pans and tilts smoothly and has a watermark for leveling.
  • lavaliere microphone.
    If you are working with distance from your camera for your ideal shot then you’ll definitely want to get a microphone like this to keep the quality of your audio. Make sure you get one with a long enough cable to reach from your tripod to wherever you will be.
  • A light kit.
    If you have tons of daylight in your shooting space you don’t need a light, because nothing strong enough to counter or enhance daylight you’d want to carry, store, nor pay for. I’ll speak more about lighting for video next.

And here are some things that fall outside physical ‘equipment’, but you’ll still likely want to have at the ready for your shoot:

  • Your script
  • Tons of post-it’s and a sharpie
  • One trusting friend, or family member, who isn’t prone to giggle-fits
  • A rubbery protective cover for your phone because you will (and yes, you will!) forget that you’re tethered to the camera via your microphone, and walk away, and pull the entire enchilada with you, so PROTECT YOUR PHONE
  • A Dropbox account (or other cloud-based platform) that automatically syncs files with your phone
  • A good internet connection where you shoot or shortly thereafter to back up files
  • Time and patience



For Clock Wise Productions, I often shoot in my home office, mostly with available light from south facing windows with tons of light. Sometimes tons of natural light is great, but it can also have some complications.

In general, it’s best to have complete control over your lighting situation so that you can have matching shots when you edit later.
If you are working with light from a window, you may have to redo a section of your script if the lighting in the room changes.

I recommend shooting during the time of day when there’s no direct sunlight into your window.
Shadows on walls move fast, you won’t be able to keep up with shooting. That being said, even indirect sunlight can be tricky. The light in a room will look different on a rainy day from an overcast day.

Here’s a quick trick: if the light coming through the window is too bright, use a bed sheet, or blinds to diffuse it and gain more control.

Sometimes I also use a DIY light kit that I put together when I want more control over the light situation or when the weather isn’t cooperating.
This is a screen shot of what an order for 2 lights would look like. The bulbs are “daylight” to complement a window. If you had no window you would be looking for “warmer” light bulbs, called tungsten.

Below a few floor plans and matching stills from iPhone video I shot in my office:

I like this one; the indirect light on a sunny day coming through my window is enough to light my face. The left side (facing the window slightly) has a nice light on it and the right side is a bit shadier for a good contrast. (Now I just have to figure out an angle that removes the glare from the window in the art work behind me…)



 I just want to reiterate the importance of shooting in front of a neutral background. You want the viewer to pay attention to you, not what’s going on behind you.

The picture above might look cool, but while Samir was talking viewers got distracted by the lively ongoing traffic behind him.

If you have the option, shooting with a window can be a great light source, but you want that light hitting the speaker’s face, not her back. Daylight behind the speaker will overpower everything else and her face will be dark.



If you’re selling a service or representing your business in front of a camera, then you definitely want to show off your best self.

I wanted to share some wardrobe tips to give you a full picture. Here some basic guidelines I send out to corporate types for the shoot day that you can draw from in your DIY shoot:

Please bring more than one outfit ‐ especially tops, and ties where appropriate, so we have some choices.

The camera picks up certain colors and patterns better than others.

  • Colors that work well are beige, blue/dark blue, gray, brown, purple, green, and pink
  • Wear a shirt that a microphone can be attached to
  • Avoid stark white or bright yellow shirts that tend to reflect light and be too vivid on camera
  • Avoid black suits, which tend to diminish your appearance because they absorb too much light
  • Avoid fabrics with complicated patterns such as checks, tight/close stripes, herringbones, tweeds, and loud plaids. Fabrics of this design tend to strobe on camera
  • Avoid neckties with bold, tightly designed patterns, including plaids, polka dots, and shiny fabrics. They too will flutter on camera
  • Avoid jewelry that rattles, or clanks, and might make noise
  • Avoid any logos and references to brands, including sports teams, locations, films, etc.
  • Style your hair off your face to avoid shadows

The bottom line is: “less is more” and “keep it simple”.

I also prefer people to stand and not sit in front of the camera if feasible. Not only does it help your posture, standing also makes your clothes look better on camera: less bunching, longer lines, and fabric can fall as it was intended to.

  • Choose a color you know complements your complexion. It’s probably the color you get the most compliments for looking great, when wearing
  • Stay with solids – can’t go wrong there
  • Avoid ruffled or asymmetric tops
  • Look at your outfit from waist up and from chest up – that’s what you’ll most likely will work with, don’t worry about shoes
  • Avoid scarves (I’m a HUGE fan of scarves, but for interviews or talking-head shots I take them off) – they are often a continuitynightmare and jump cuts will look awful.

For my own videos, before deciding on an outfit, I put each of my choices on and take a photo and look at it on a big(ger) screen, to get a good impression of what it will look like on video.



 Video is a multi-layered medium. It is brilliant at conveying messaging between the lines and can pull at your emotions without you even being aware. A master craftsman knows how to play to those emotions setting up a scene on-camera. For the rest of us, we want to be careful, not to convey unintentional information.

Here’s what to keep in mind while framing your perfect shot.

  • Video is (for now) a horizontal medium, so always shoot horizontal!
    Know that if you hold your smart phone in a vertical position, start recording, and then turn it horizontal, the phone will continue shooting in vertical mode. Always start and stay in horizontal mode.
  • Look into the camera, or just off camera at an interviewer, but do not (ever) shift your eye line between the lens and an off-camera person, or cheat sheet or prompter.
    If there is one advice only, this would be the most important one get right in order to look trustworthy. Eyes on ONE thing, period.
  • Check if the lens of your phone on the same height as your eye line.
    If it’s too high, it makes you look meek. If it’s too low, it gives you a double chin and makes you look intimidating.
  • Check what is inside the frame.
    You can cut off the top of your head but be sure to leave enough space at the bottom for closed captions and graphics (never frame a shot to be right on your chin, go to at least mid-chest).
  • Put yourself slightly off center in the frame.
    Many might think that you would want to keep yourself front and center, but off to the side is a more pleasing composition.
  • As we said in the lighting section, make sure the light source is behind the camera.
    If there is a window in the room, you should be facing it – don’t have it behind you or the background light will make editing a nightmare. It looks even better if you turn on a 30-degree angle and have the light source hit your face halfway from the front and side. Definitely, don’t stand under a headlight – it will cause shadows under your eyes and nose.
  • If you’re using a ‘natural’ background, make sure there’s nothing weird in the shot.
    The last thing you want is a plant that appears to be growing out of your head or a book shelf with embarrassing book titles, etc.



 When it comes to shooting a DIY video, patience is very necessary. Allow extra time for trial and error (and if you don’t have that time – consider hiring a professional).

Follow these simple steps for a successful talking-head video shoot:

  • Err on the side of authenticity and a longer natural shoot.
    Even with a great script, rather than a fully scripted and prompted one or a stiff-from-memory-delivery.
  • This might sound basic but, don’t forget to hit record!
    I just recently did a GREAT shoot, only to realize that I never recorded it.
  • Talk slowly and be aware of your filler words.
    I tend to go nuts on “ahems”… a nightmare to edit and tedious for the listener.
  • Record a first take and then immediately watch to make sure everything looks and sounds great.
    This will give you a chance to fix anything before you sink too much time into your shooting.
  • Between takes turn the recorder off and back on again it.
    Doing this will make finding stuff easier later while your editing, rather than having to slosh through a massively long take.
  • Also, if you take notes (and I suggest you take notes!), hold up a post-it with consecutive numbers for each take.
    Write down which takes are the best and refer to the numbers on the post-its – this will make editing later so much easier.
  • When you’re done with your take, smile and look into the lens for a few seconds.
    You need a bit of ‘extra’ at the end to give the editor a chance for a clean cut to make you look good.
  • Upload your clips immediately after shooting.
    Personally, I use airdrop – which is much faster than uploading to Dropbox, Google Drive, or iCloud.

There are many variables to any shoot. If you’re starting out with DIY video marketing, keep it simple and short. Give yourself time to try out what works for you and what doesn’t.

If there’s anything else you’d like to add to these lists, let me know! I’d love to hear your comments.

Happy (video) shooting!

Video Marketing Begins With Strategy

A few years ago, as I started focusing on video marketing for small business, it all seemed crystal clear to me. There were five stages of video marketing: development, creative, pre-production, production, and post-production. Those categories were what I knew as a filmmaker.

As you can see, these five steps did not include strategy, distribution, or analytics! Since, I have come to realize, that what I knew about back then was video PRODUCTION, not video MARKETING.

Today, after years of hands-on experience, I have a clear understanding of what a small business owner needs to know to be successful at video marketing.

My focus has shifted from sharing all that I know, to sharing what clients need to know for a successful, sustainable, cost-, and time-effective video marketing strategy.

With smartphones and social media platforms prominent in our daily lives, video is the most powerful marketing tool for any size business. Using strategy, you can optimize video marketing for your goals.

As a small business owner, what are the 3 most important things to know about a video marketing strategy?

    1. Strategy informs distribution, and the outcome of your distribution efforts informs your next round of strategy. In other words: Video marketing is a feedback loop that starts and ends with strategy (see diagram above). 

    2. Storytelling, shooting and editing are merely the execution steps, called Video Production.

    3. Video content is directly impacted by the context of where it is watched.

To get started: your video marketing strategy should center around your audience.

When approaching the strategy step of video marketing, start by asking the following questions:

  1. How does video tie into my overall marketing strategy?

    Almost 50% of internet users are looking for video related to a product or service. Marketing giant HubSpot reports, “Video is often cited as the tool that help drive various areas of business performance, and the numbers back up these claims”. For instance, they report that 72% of people would rather use video to learn about a product or service. Plus, video content is very shareable. HubSpot also reports that 83% of consumers would consider sharing a brand video that they like with their friends. 1

    Determine what assets you already have in your marketing strategy and what is missing. Think about what video can do that still images, audio podcasts, and written text (newsletters, blog posts, web presence) will not do.

  2. Who is my audience and on which channels do they hang-out?

    Determine where you are planning on hosting and disturbing your videos. Are you planning on using your videos only on your website or also on social media channels and the second biggest search engine, YouTube? Chances are that you’ll want to focus on the distribution channels where most of your target audience hangs out.Each distribution platform has its own technical specs, and they change regularly and often. Some of them auto-start videos and others will let you watch a video without audio.

    Your video content will not be found and watched if it isn’t in direct conversation with its context. And if you are using distribution channels outside your own web presences, make sure your video content leads back to your business!

  3. What do I want my prospects to do after watching the video?

    The kind of video content that you make should be directly related to where your audience is in the buying cycle. Are you trying to create awareness on your product or covert them from prospective buyer to a customer? Before you figure out what kind of message (call to action) to focus on, you need to know what you want your audience to do next.Here’s a buyer cycle that I reference when I’m making my own marketing videos:


  4. What video style works for my message, and the platform that I’m using?

    There are many kinds of video: live action, explainer, interview, testimonial, animation, motion graphic, etc. Spend some time on-line “shopping” for videos. Look at videos in your niche, check out your competition, look at random businesses you think are your size, and search YouTube and Vimeo.Which videos do you love, which videos do you find most useful, what styles do you like, which videos to you not like? Make a list to inspire your future videos.

    Some types of videos (explainer, testimonial) are easier to do as a DIY marketer, while others (animation, motion graphic) will definitely require hiring a third party. Based on your available resources (timeframe, assets, budget, etc.), choose the type that best suits your business’ needs.

  5. What’s my story?

    Video is a storytelling tool and has an emotional impact. What is the call to action within your video? Depending on which step you are focusing on in the buyer cycle, you will likely want to tell a different kind of story with a specific call to action.For example, if you want your potential customers to consider your product as the best solution to their problem, you may want to create an explainer video to highlight free consultations and benefits of working with you.

    You’ll want to make sure your video lives within your sales-environment and does not stand alone. For this kind of product-aware step, I’d recommend posting videos on your website or embedding them on your social media pages. Your call to action may be something like “We are the best solution for you” with a link or button to your detailed product/service page.

If these steps raise more questions then they generate clear answers, I would suggest investing in a consultation with a video marketing professional to get answers to YOUR questions and to make sure you don’t make in the moment decisions that end up negatively impacting your time and your budget.

Be sure that whoever you hire understands all aspects of video marketing and production from an overall creative, technical, logistical and financial perspective.

Keep in mind: best practices for video marketing today [updated for 2018]

So, what’s dominating trend predictions and what can we call best practices for this year?

  • “Mobile First”: Videos are mostly watched first and foremost on mobile devices

    90% of video content is being consumed on mobile devices. That means you should be creating video content that will display and play best on mobile devices. It’s important to note that 75% of all video content watched on mobile is being consumed without sound. Make sure your video is still clear and relevant if watched without sound OR give them a reason to turn on the sound.

  • Attention spans are getting shorter by the minute

    Video content is competing with other distractions – the time you have to “hook” your audience has dropped from 8 seconds to 3 seconds!

  • Vulnerability & authenticity are key

    As more and more video content become desirable for marketing, and videos are produced by non-video-professionals, the focus shifts from video as a highly-designed art form to authentic, accessible, and raw video content. Live streaming gets prioritized above video, images, and text by search engines and for that reason alone it will be used more and more.

  • There will be more consumer-generated video content

    This points to two trends: first, a growing DIY approach to video content and secondly, businesses using client and customer-generated content, which is crowd-sourced and therefore cannot be controlled or only minimally influenced.

  • Video will go deeper into the conversion funnel

    More video is expected and consumed in less prominent places like emails, sub-pages of websites, and proposals.

  • There will be many more purpose-driven brand videos

    Companies are aligning themselves with worthy causes and will leverage those relationships for their marketing and advertising.


So, when it comes to video content and strategy in 2018, the overall best practice is to focus on getting shorter, more authentic video out there that is well suited for mobile-first viewing.

With these considerations, you are on your way to start thinking about strategy and getting ready to tackle the next step in the Video Marketing cycle: Storytelling.

And remember: there’s strategy and distribution (and with that analytics) to contend with when dealing with video marketing. Storytelling, shooting and editing is video production. If you do your homework upfront and keep the video marketing cycle in mind your videos will produce the results you are going for!




1 Hubspot Blog “The State of Video Marketing in 2018 [New Data]”