It’s just as important for a bakery business to showcase its people as its signature products, notes Ryan Mulhern, director at First Frame Productions.
Mulhern trains businesses in creating video campaigns and social media content. He recently presented an insight session on smartphone videography to attendees of the Craft Bakers Association Business Day 2025.
During the same event, held at the Hilton Wembley, Ivor McKane took over the CBA presidential chains from John Foster while Harrods was crowned Champion Baker for the third successive year and Paul Jones from Penzance-based Paul’s Bread received the Member of the Year accolade.
Below is a summary of some of the points discussed in Mulhern’s presentation, which focus on how best to shoot videos with people, including yourself:
First of all, you need to consider where your audience is. If it’s on TikTok or Instagram Reels, you’re going to be filming portrait. If you’re using LinkedIn, YouTube, or your website, you’re going to be filming widescreen (ie. landscape).
For some reason, many people start filming themselves down low – you can actually see up nostrils sometimes. So, it’s also important to bring your phone to eye level. That’s how we speak to other people, and you’re building trust with your audience.
Next is stability. Don’t give people a reason to switch off. Just a tripod and clamp is all you need, and they can be very cheap. Make sure you find the lens too. If you’re looking at yourself whilst taking a video selfie, you’re not looking at the audience. This can make you appear not confident, and look a bit weird. So, if necessary, use a Post-it note with an arrow to remind yourself to gaze directly at the lens.
You want to use natural lighting to your advantage and make sure you are facing it rather than having it behind you, which will make it either overexpose you or the outside, leaving you as a silhouette.
If you need to shoot at nighttime or in somewhere that doesn’t have windows in the right places, try to use softbox lighting. This will shine a nice soft light that isn’t harsh on the face, like ring lights. By positioning the lights slightly above and to the sides of the subject, most shadows will be cast away from them.
Should you be wanting to shoot a series of videos, it’s wise to arrange a background that actually resonates with what you’re doing like kitchen equipment or ingredients. Its best to avoid a messy background as that can be distracting.
With the countless videos for users to scroll through on social media, it can be hard to make your one standout. You’ll want to get straight to the point and use a visual or verbal ‘hook’ at the start. This could be something like saying “Here’s three tips on how to make the best bread”, or creating movement by walking or running towards the camera or jumping into the frame.
Along with a tripod and clamp, you might want to improve your audio with a clip-on microphone (aka lav mic). These are not too expensive and can make a huge difference in sound quality, especially when it’s windy or you have noisy machinery nearby, or when the subject is far away. Handheld gimbals, meanwhile, are a bit pricier but really help stabilise a shot when you’re walking around with the smartphone.
If you don’t have a tripod or gimbal, then you can still achieve a smooth and steady panning shot. Hold your phone with two hands and tuck your elbows into your sides, then use your hips to rotate while keeping your knees bent. For editing, including some slick and engaging transitions, there are a few good free tools online such as Instagram Edits and CapCut.
Bakeries interested in receiving more training in videography and social media content creation can contact Ryan Mulhern via his LinkedIn profile.
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