How to shoot photo and video on your phone for marketing content

A lot of the photos and videos that technical teams capture themselves end up unusable. A founder ends up silhouetted against a window. The clip from a conference talk gets shot vertically and now has to go on a horizontal channel. Background noise from the air-conditioning drowns out the speaker. None of these are problems with the camera - they're problems with the technique used on the day.

This guide is for teams shooting their own photo and video content for marketing and social - product shots, event coverage, founder portraits, customer interviews. It covers the rules that apply on any phone, the settings worth checking on iPhone and Android, what changes when you're photographing or filming people, and a list of smaller things worth knowing once the basics are in place.

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Photos

General rules

• Ensure the light source (e.g., the Sun) is lighting up your subject's face, either from the front or sides. Avoid placing the light source behind your subject.
• Avoid using digital zoom; instead, move closer to the subject for better quality photos.
• If there's enough light, try not to use the flash.
• Avoid 'cutting off limbs at joints' by incorrect framing. Make sure to frame your subject properly.

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On iPhone

• By default, iPhones set the image size to the highest resolution. You could choose the 3:4 ratio for a versatile aspect that works both vertically and horizontally on social media.
• Tap on your subject to focus and colour-adjust. Use the slider that appears to adjust the brightness.

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On Android

• Check the settings at the top of the screen. Select the highest resolution available (typically the first ratio from the left, which shows the number of Megapixels).
• Tap on your subject to focus and colour-adjust. Use the slider that appears to adjust the brightness.

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Taking pictures of people

When photographing a full-body shot, shoot from the height of your subject's chest/shoulders/neck to avoid distorting their proportions. Experiment with placing your subject in the centre, slightly off-centre, or to the side of the frame for more flexibility in post-production.

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Videos

General rules

• Ensure the light source lights up your subject's face from the front or sides. If backlighting is unavoidable, use your phone's torch (or other lightsource) to try to illuminate the subject's face.
• Avoid using digital zoom. Instead, get closer to the subject. If using zoom, avoid changing it mid-recording.
• If there is enough light - try NOT to use your phone's torch.
• Use a tripod or stand to avoid shakiness. If you don't have one, try finding a stable support for your arms - if that's also impossible, try holding a phone in a steady and comfortable position, preferably NOT having your arms extended as it's an easy way to tire them quickly.
• Film horizontally, keeping your subject in the centre of the composition - unless you're sure the video will be in a vertical aspect ratio for social media.
• Try focusing on how your subject is framed while you record and try keeping them always in the same spot in the frame.

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On iPhone

• In the settings at the top of the screen, in the top right corner, there's the resolution and frame rate selection. Select 4K and 30fps (or 25fps) for the best quality. The file will be larger but allows for cropping in post-production.
• Make sure your subject is visible in the frame, tap on your subject to focus and colour-adjust.

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On Android

• In the settings at the top of the screen select UHD 30 (or a higher setting with 30fps) for the best quality. The file will be larger but allows for cropping in post-production.
• Make sure your subject is visible in the frame, tap on your subject to focus and colour-adjust.
• If your phone has this option, you could turn on the SuperSteady setting (also found in the setting at the top of the screen).
• When you click on your subject, you see that they're in focus, and you're happy with how light/dark the image is - click on the lock icon above the sign that appears on screen when you click. (IMPORTANT - this setting applies to situations where both you and your subject stay in roughly the same place while filming - NOT to be used for filming moving subjects.)

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Preferably, the video should be shot with its publication medium in mind, i.e. Instagram, LinkedIn, YouTube etc. This will dictate if you shoot your video horizontally or vertically.

If you're shooting an interview, someone giving a statement etc., try avoiding wide shots like the one below. This will make it difficult for the viewers to see the person and the quality of the video will be lost due to cropping in editing.

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Try getting closer to your subject (see below). With a video shot like that we can have both the horizontal and the square version of the video without losing any quality.

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On the other hand, if you wanted your options to be vertical and square, you'd need to frame your video like this (this example shows good spacing around the person - not necessarily a perfect angle, the photographer is sitting a bit too high). If someone is giving a lecture/speech and you're sitting in the audience, try sitting or moving closer to the stage. Don't shoot from the other side of the auditorium.

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Additional tips

A few things that don't fit neatly under photos or videos but make a noticeable difference to the result.

• An alternative to positioning your subject centrally is the use of the rule of thirds. To do that, use the grid feature on your phone. You could try placing the subject along the grid lines or at intersections for a more balanced and interesting composition.
• Ensure the background is not too busy or distracting (unless there's something specific in the background that you want to be visible). A clean, uncluttered background helps the subject stand out.
• You could experiment with different angles after you got the standardised coverage. Sometimes a slight tilt or a lower/higher angle can add an interesting perspective to your photos and videos.
• Keep your shots consistent in terms of lighting and framing to maintain a professional look throughout your content.
• When taking selfies, use the timer function to avoid shaky hands (some phones also have 'palm detection', which will trigger the capture of a selfie). Position the camera slightly above your eye level for a flattering angle.
• Use burst mode for action shots or when people move a lot. This mode takes multiple photos in quick succession, increasing your chances of capturing the perfect moment.
• Encourage your subjects to relax and be themselves. Candid shots often capture more natural expressions and moments.
• For videos, always check the sound quality. Ensure there's minimal background noise and that the subject's voice is clear. Consider using an external microphone if available.
• Ensure your phone has enough storage before starting a shoot. High-resolution photos and videos take up a lot of space.

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FAQs

1. Do you need a professional camera to get usable photos and video?

No. A modern iPhone or Android with the right settings (4K and 30fps for video, highest resolution for photos) produces footage that crops cleanly and stands up to use on LinkedIn, your website, or in a case study. The biggest gains come from technique, not from a better device.

2. Should video be shot horizontally or vertically?

That depends on where it's going. If the clip is for Instagram Stories or another vertical-only format, frame vertically with good spacing around the person. For LinkedIn, YouTube, websites, or anywhere you want both horizontal and square versions, shoot horizontally with the subject centred. Either way, shoot in the highest resolution available so the clip can be cropped in editing without losing quality.

3. What's the single most common mistake people make?

Backlighting. Placing the subject in front of a window or another strong light source turns them into a silhouette. The fix is to put the light source in front of the subject or to one side. If backlighting can't be avoided when filming, use the phone's torch (or any other light source available) to illuminate the subject's face.

4. How do you avoid bad sound on phone video?

Check the sound before every shoot. Background noise should be minimal and the subject's voice should be clear. An external microphone makes a noticeable difference when one's available. Without one, get as close to the subject as practical and shoot in the quietest space you can find.

5. How can you keep video stable without a tripod?

Find stable support for your arms, or lean against something solid. If neither is possible, hold the phone close to your body rather than with arms extended - extended arms tire quickly and amplify shake. On Android, the SuperSteady setting helps when it's available. Otherwise, rely on the phone's image stabilisation and focus on keeping the subject in the same spot in the frame.