How to film food for social media: a practical guide for restaurants

Filming food seems easy until the dish comes out dull, flat and lifeless. The difference between a video that makes people hungry and one nobody watches comes down to four things: light, movement, closeness and rhythm.

1. Light: from the side and soft

The best light for food comes from the side, not from above. A window or an LED panel with a diffuser shapes the dish and makes the sauces shine. Avoid ceiling fluorescents and switch off lights of mixed colours.

2. Movement: something has to happen

A still dish is a photo. On video, look for action: sauce pouring, a spoon going in, cheese stretching, wine filling the glass, a stew bubbling. One action per shot.

3. Closeness: closer than you think

Very tight shots show texture, and texture is what whets the appetite. Combine a wide shot of the table with two or three close-ups.

4. Steam and heat

Steam is only visible against the light and on a dark background. Film hot dishes as soon as they leave the kitchen, with the light behind them.

5. Vertical and horizontal at the same time

Instagram, TikTok and Shorts need 9:16; the website and YouTube, 16:9. With planning, both versions come out of the same session without plating twice.

6. Editing: short and with rhythm

Cuts every one or two seconds, music with a commercial licence and subtitles if there is speech. Make the first shot the most appetising.

Mistakes that cost you

• Dishes with other brands' logos in sight.
• Smudges on the rim of the plate.
• A shaky camera: use a stabiliser or a tripod.
• Long videos without a clear idea.

If you'd rather we do it, see how we film video for restaurants and our kitchen examples.

To show dishes, drinks or whatever you sell, there is product video.

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