A Simple Guide to DIY Commercial Video
Small business owners ask me about this more than almost anything else.
They know they need video content. They know agencies are expensive. And they suspect, correctly, that with a little preparation and the right basic setup, they can produce something genuinely good on their own.
They’re right. Here’s what actually matters.
Keep it short
Two minutes is the ceiling for most commercial or talking head video. One minute is better. If you’re creating content for Instagram or Reels, sixty seconds is your target and it forces you to say only what needs to be said.
Most people’s first instinct is to include everything. Resist that. A focused sixty-second video that makes one point clearly outperforms a rambling four-minute video every time.
Write and practice before you record
Write a script. Read it out loud. Time it. That process alone will tell you whether your content is focused or whether you’re padding. It will also dramatically reduce the filler words that make videos painful to watch.
You don’t need to memorize it word for word. Know your material well enough that you’re talking to someone, not reading at them. If you have a teleprompter setup, use it. If not, bullet points and solid preparation get you most of the way there.
Audio is the thing most people get wrong
Bad audio will kill a video faster than bad lighting. Viewers will tolerate imperfect visuals far longer than they’ll tolerate audio that’s hard to follow.
A lavalier microphone clipped to your shirt collar is the single most effective upgrade most small business owners can make to their video quality. The DJI Mic 2 is the current best option for most creators who want professional results without complexity. The Rode Wireless Go II is another excellent choice and works seamlessly with most cameras and smartphones.
If you want a deeper look at microphone options for podcasting and video, I cover this in more detail over at Generator.
Record in a quiet space. Background noise that sounds tolerable to your ears in the room will be far more obvious on camera. Traffic, HVAC systems, and ambient office noise all compete with your voice in ways that are difficult to fix in post.
Gear you actually need
You don’t need much. Here’s the honest list:
A camera or smartphone. Today’s iPhones and Android flagships shoot excellent video. If you’re using a dedicated camera, modern sensors handle low light well so don’t be afraid to push the ISO when you need to.
A tripod. This is non-negotiable. Handheld video looks unprofessional regardless of how good your camera is. A basic tripod from Manfrotto or even a flexible Joby GorillaPod is all you need.
A lavalier microphone. See above.
A script or solid bullet points.
That’s it. Anyone trying to sell you more than that for a basic talking head video is overcomplicating it.
Lighting doesn’t have to be complicated
You need enough light on your face without blowing out your background. A window with natural light works well if you position yourself facing it. A simple ring light or two inexpensive LED panels give you consistent results regardless of the time of day.
What you want to avoid is a bright window or light source behind you. That turns you into a silhouette and no amount of post-processing fixes it cleanly.
If you’re shooting on iPhone
Shoot horizontal. Always. Vertical video has specific uses on social platforms but for anything resembling a professional commercial video, horizontal is the standard.
Put your phone in airplane mode before you record. An incoming call or notification mid-take is an avoidable problem.
Look into the lens, not at your image on the screen. This is the most common mistake people make and it reads immediately as distraction or discomfort to anyone watching.
Post production
Final Cut Pro is what I use and recommend for anyone on a Mac. iMovie handles basic cuts and is free. Both work. For a simple talking head video, you need to be able to cut out the pauses and filler words, lay in some B-roll over your voiceover track to keep things moving, and export at a reasonable quality setting.
B-roll is footage of your product, your workspace, your process, whatever is relevant to what you’re talking about. Cutting to it while your audio continues gives you room to remove stumbles and keeps the viewer engaged.
If editing genuinely isn’t something you want to learn, send your footage to someone who can handle it. The shoot itself is the part that requires you. The edit doesn’t.
Lastly, if all this seems overwhelming, just reach out. I offer all sorts of mentoring and education in this space and I’d love to help you.
