Video
How to Shoot Video That Doesn't Suck
Steve Stockman 2011 13 references
Steve Stockman's framework for shooting video that entertains — storytelling craft, audience awareness, and practical technique over equipment.
video-production filmmaking storytelling editing audience-engagement creative-process
Overview
The Core Framework
- The opposite of "good" video is not "bad" — it's "off." Viewers click away instantly; your only job is to entertain.
- Think in shots: one subject, one action, under 10 seconds. The shot is the atomic unit of video.
- Intent before equipment: know why you're shooting before you pick up the camera. Results (fame, views) tell you nothing actionable.
- The Rubbermaid Rule: cut your estimated video length by two-thirds. Shorter is almost always better.
- Craft over gear: only 1 of 77 chapters addresses camera selection. The camera is the least important variable.
Quick Lookup
| Situation | Do This | Avoid This |
|---|---|---|
| Starting a video project | Define your intent in one sentence | Hoping for viral results |
| Framing a shot | Walk closer with a wide lens | Zooming in from far away |
| Deciding shot length | Keep under 10 seconds | Leaving camera running |
| Choosing what to shoot | Pick one hero per shot | Pointing at "everything" |
| Shooting people | Get close enough to see eye whites | Shooting from across the room |
| Camera movement | Hold still; move only with motivation | Panning and zooming constantly |
| Lighting | Keep light behind you, on the subject | Shooting into windows/backlight |
| Editing | Cut everything that isn't good AND necessary | Keeping shots because you worked hard |
| Showing your work | Exhaust your own fixes first | Showing rough cuts for validation |
| Taking feedback | Track trends (multiple viewers, same area) | Implementing every suggestion |
The Key Insight
"There is such a thing as bad video. But the real opposite of 'good' is 'off.'" — Steve Stockman, Introduction
References
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