The short answer
Film the kit doing its job, from unpacking to packing away, in the conditions it’s made for. Get close on the details that make it better than the alternatives, show how small it packs down, and keep each clip short and steady. A phone, a small tripod and a self-timer are enough.
- Film the whole job: unpack, set up, use, pack away.
- Get close on the details that justify the price.
- Show it in weather, not just sunshine.
- Shoot short, steady, upright clips.
Why kit in use beats product shots
A product photo on a white background tells people what something looks like. A clip of it going up in the wind, keeping someone dry or packing into a bag tells them what it’s like to own. That’s what sells kit, especially at the prices small makers charge.
It’s also what your customers can’t get from the big brands’ glossy campaigns: kit used by real people, in real British weather, without a production crew.
The shot list
Take this on your next trip. You won’t get every shot every time, but it covers most of what you’ll post.
| Shot | What to capture | Use it for |
|---|---|---|
| Unpacking | The bag opening, everything laid out | “What’s in the box” carousel |
| Set-up, start to finish | One fixed angle, the whole job | A sped-up Reel: “up in two minutes” |
| The clever bit | Whatever makes yours better: a buckle, a clip, a pocket | A close-up Reel, or the first slide of a carousel |
| Materials and stitching | Slow, close, in good light | Detail posts that justify the price |
| In weather | Rain on the fabric, wind on the guylines | “Tested in” posts |
| In use | Someone cooking, sleeping, sitting, living with it | Lifestyle photos and Reels |
| The wide shot | The whole camp, and where you are | Single photos, and backgrounds for text |
| After dark | Lanterns on, the kit lit from inside | Evening posts and Stories |
| Packed size | Next to something familiar: a boot, a water bottle | Comparison photos |
| Packing away | Down and into the bag | The end of a set-up Reel |
Filming on your own
Most small kit brands are one or two people, so the person using the kit is also the person filming it. That’s fine with a bit of planning.
- Use a small tripod or clamp. Anything that holds the phone still at the right height. Fence posts and trees work at a push.
- Use the self-timer or a remote. Many phones can be triggered from a watch or by voice, so you can start recording without walking back to the phone.
- Film set-ups from one fixed spot. Leave the phone running and get on with it. That’s your timelapse.
- Leave a few seconds either side. Start recording before the action and stop after it, so there’s room to edit.
- Batch it. One well-planned trip can give you weeks of posts. Film everything on the list while you’re out.
Make it look as good as it is
- Light: overcast days and the hour around sunrise and sunset are kindest. Avoid filming into a low sun unless you want a silhouette.
- Background: keep it simple. One tent in a field reads better than a busy campsite.
- Sound: wind noise ruins clips. Shelter the phone, or plan to put music over the top.
- Orientation: shoot upright for Reels, TikTok and Stories, and landscape when you want a photo for your website too.
- Steadiness: a steady clip of a simple action beats a shaky clip of an exciting one.
Turn one trip into weeks of posts
| Footage | Posts it can become |
|---|---|
| Set-up timelapse | A Reel, a “how to pitch it” carousel, a Story |
| Detail close-ups | “Five things you might not notice” carousel, single detail photos |
| Weather clips | “Tested in” Reel, a reply to anyone asking whether it’s waterproof |
| In-use footage | Lifestyle posts, background for text posts, Stories |
| Packed size | Comparison photo, a quick answer to “how big is it packed?” |
Keep it honest
Only show the kit doing what it really does, in conditions it’s really made for. If you post a hammock in a storm it was never designed for, the comments will tell you. Real use over time builds trust: a “six months on” post showing honest wear says more about quality than a brand-new product ever can.
Your customers are filming your kit too. Our guide to reposting customer photos with permission covers how to use their footage properly. And if you can’t get out to film, we can do it for you: see what we do for camping and van kit brands.