Welcome to Part 5 of our 6-part series on creating UGC videos for apps and games!

In Part 4, we dive deep into how lighting, sound, props, attire, and authentic acting converge to make video content stand out.

Now we’re transitioning to the nitty-gritty: the technical details for shooting UGC videos: smartphone filming intricacies, device specifics, capturing the best footage, and the crucial steps for quality checks and potential reshoots.

Filming With a Smartphone

Resolution

If you want your UGC creative to look professional, make sure the video resolution is high-quality. Aim for at least 1080p; virtually all mid- to high-end smartphones manufactured in the last 3-4 years offer this capability.

Shooting in 1080p not only provides sharper, clearer footage but also offers more flexibility during the editing stage for cropping or zooming.

For even better quality, have the creator switch their phone’s camera settings to 4K resolution if it’s available.

Aspect Ratio

The aspect ratio should depend on the platform where you’ll publish the content.

Most social platforms like TikTok, Facebook (Meta), and Instagram Reels prefer a 9:16 aspect ratio, commonly known as portrait mode.

If you’re planning for traditional YouTube videos, then go for a landscape orientation.

Angles & Positioning

The angle at which the camera is placed can significantly impact the emotional tone of the video.

When the creator is directly addressing the audience, the camera should be positioned at eye level to simulate face-to-face interaction. For other setups like skits or dialogues, consider different angles that complement the storytelling.

A high angle might make the subject appear small and vulnerable, whereas a low angle can lend a sense of dominance.

Based on the mood you’re trying to convey, decide whether the creator should shoot selfie-style, have a friend hold the camera, or use a tripod/phone stand.

Framing

The frame should encompass the subject, background, and any other elements that need to be visible in the video. Be explicit about what should be in the frame.

Also, make sure to have the creator consider the UGC ”safe zones” when positioning the phone for filming.

UGC safe zones are those nifty spaces in a video that steer clear of the platform’s UI elements.

Think of native CTAs in apps like TikTok and Instagram – like those thumbs-up, comment, and share icons – as well as usernames and captions. You don’t want these to cover the most important parts of your video.

Stability

Avoid shaky footage like the plague.

Most current-gen smartphones, especially the last couple of iPhone variants, come with image stabilization.

But if the creators’ phone doesn’t, invest in a tripod, or have them set up a makeshift tripod (anything that can hold the phone in the right position will do).

Mobile Devices

Device Specifications

Specify the type of device (tablet or phone), model, and operating system when planning your video, as not all creators may have access to every device type.

For iPhones, would you need a specific generation or iOS version? For Android phones, should the phone brand be visible or not?

If it’s essential to showcase a specific device model that your creators don’t have, consider sending one to them, or have them borrow it in advance.

Device Orientation

Before you shoot, determine how the app or game is used or played—horizontally or vertically—and have the creator set their device accordingly in scenes in which they’re playing the game or using the app on their phones.

Screen Brightness & Visibility

You don’t have to capture the app or game in real-time – the creator can use a phone green screen to add visuals during the editing phase. This gives you greater control over how your app appears on screen.

If you do want the creator to record themselves using the phone, ensure the screen is easy to see, and not tilted at an awkward angle that makes it hard to view. Also, it needs to be relatively close to the recording device.

Keep the device screen brightness at a low-to-medium setting to prevent the camera from focusing on it and darkening everything else in the shot.

Preventing Reflections & Glitches

Make sure the recording device is not reflected on the screen of the device that’s being recorded.

If you notice any stripes or glitches when recording a phone screen, you can adjust the camera’s shutter speed or change your distance from the screen.

Capture Techniques

For the steadiest shot, it’s a good idea for the creator to be seated to help keep their hand and the screen stable in the frame.

Use an ‘over the shoulder’ shot to show the game and app in use. Also, use close-ups of the phone with the gameplay for more detailed app walkthroughs or gameplays.

Footage

When it comes to UGC for apps and games, having an abundance of raw footage is a goldmine. In a space where storytelling is critical, capturing the ‘perfect’ shot or the ‘ideal’ expression can make all the difference.

Below, let’s unravel the layered tapestry of obtaining excellent recorded footage.

Get More Than You Need

More is better, always. Why?

Because you and your team understand your product better than the creator. You’ll have a better eye for which shot, line or facial expression best encapsulates your brand message.

Quite often, the first take doesn’t make the final cut. Additional takes offer alternative deliveries, expressions, and nuances that could better suit your needs.

Encourage the creator to share all takes, not just the ones they think are the best.

A minimum of 20-25 seconds of B-roll footage is invaluable. This could be the creator interacting with your app or game, or just using their phone from different angles.

These supplementary shots also serve as a dynamic reservoir for A/B testing, seasonal campaigns, or iterative video experiments.

The Multi-Clip Trend

A variety of shorter clips, each capturing different lines of dialogue or aspects of interaction, can add rhythm and interest to your video.

This technique brings energy to your content and allows for flexibility in post-production. If the creator delivers a line better in one take and nails the next line in another take, these can be smoothly stitched together for an optimal viewer experience.

Request multiple deliveries of key dialogues or actions. You may find that the emotional resonance of one take complements the technical perfection of another. In post-production, this enables you to mix and match for the best outcomes.

Quality Checks & Reshoots

Getting the footage is only half the battle; ensuring it’s up to standard is where the real work begins. The video you’re creating will serve as the face of your brand, so it needs to be nothing short of excellent.

Below is a guide on how to approach quality checks and what to do when a reshoot is necessary.

The Initial Review

The moment you receive the footage from the creator, review it—immediately. Check for common issues like grainy visuals, unclear audio, or poorly delivered lines. As a reminder, here’s Part 4 of this UGC series, in which we go over stuff like audio, lighting, props, clothes, acting and more.

Also, look at technical details: Is the device screen clearly visible? Are the lighting and framing consistent?

Reshoot?

Investing time in proper concepting, scripting, casting, and providing detailed guidelines to creators in advance can greatly reduce the chances for reshoots.

However, no matter how much you prepare – sometimes stuff happens, and there’s a need for a reshoot. It’s not a failure to ask for it; it’s a quality check.

But how you communicate that need is crucial.

• Give context: Providing a reason for the reshoot eliminates ambiguity. It could be a creative misalignment or a technical hitch; be explicit so the creator knows exactly what to amend.
• Give clear instructions on what didn’t meet your expectations and reiterate what your expectations are.
• Provide reference: Use examples from other videos to show the creator precisely what you’re aiming for. This helps them align their next take with your expectations more accurately.

Whether you’re fine-tuning a current campaign or laying the groundwork for a future one, meticulous quality checks are non-negotiable. With this checklist, you’ll be well-armed to ensure that your UGC ads make the impact they’re meant to have.

With every meticulous detail attended to, let’s ensure your app or game shines in the spotlight it truly deserves. Use this reservoir of technical tips to ensure your UGC videos aren’t just seen, but truly resonate and engage.

Check out the last part of this series, in which we go over the post-production of UGC videos for apps and games.

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