Want Better Video? 5 Pro Tips for Capturing Rural America
Great video doesn’t just happen—it’s built on strategy, planning, and execution. Whether you're telling the story of a cooperative’s community impact, showcasing innovation in agriculture, or highlighting the people behind the work, every detail matters. At Paulsen, we’ve spent decades helping brands in agriculture, energy, and rural America create compelling, high-quality video content that connects with the right audiences. We know what it takes to make an impact—and these five video production tips will help ensure your next project delivers results.
1. Define Your Goals and Timeline
Before the cameras start rolling, it’s essential to clarify the purpose of your video:
What’s the goal? Are you educating farmers about a new technology, advocating for cooperative initiatives, or telling customer success stories?
What’s the timeline? Be realistic about how long planning, shooting, and editing will take.
Once these factors are set, develop a script, shot list, and schedule. Having a plan in place ensures the shoot stays on track and that all necessary footage is captured.
2. Plan, Plan, and Plan Some More
Shooting in agricultural and energy environments presents unique challenges, so preparation is key. But beyond logistics, getting buy-in from key stakeholders—marketing, leadership, sales teams, and field staff—ensures the video aligns with company goals and avoids last-minute changes.
Key Planning Considerations:
Company Alignment: Before filming, confirm that all departments involved have signed off on the vision, key messages, and objectives. A clear plan upfront prevents costly reshoots and revisions later.
Location: Will the site be accessible? Will weather affect filming? What permits are needed?
Subject Availability: Farmers, ranchers, and linemen can’t pause their work for long. Schedule filming when it least disrupts operations.
Equipment Checklist: Ensure cameras, tripods, batteries, memory cards, lighting, and audio gear are packed and tested.
When everyone is on the same page before filming begins, the process runs more smoothly, and the final video better serves the organization’s needs. Unexpected challenges are always part of a shoot, but good planning—and full company buy-in—helps minimize disruptions and deliver a stronger end product.
3. Shoot More Than You Think You’ll Need
One of the biggest mistakes in video production is not capturing enough footage. In rural settings, reshoots can be costly and time-consuming, so always:
Get multiple takes of each scene.
Vary the shot type and angles to create a dynamic final product.
Capture extra footage (B-roll) to enhance storytelling.
For example, if filming an electric cooperative’s storm response, footage of linemen at work, close-ups of tools, and wide shots of the restored power grid will all help tell a more complete story.
4. Prioritize Audio—It’s Just as Important as Video
In agriculture and energy, capturing clear sound can be tricky, especially when working around machinery, wind, or open fields. Good audio quality makes a huge difference, so:
Use professional microphones, not the camera’s built-in mic.
Find quiet locations when recording interviews.
Monitor sound levels in real-time to catch issues early.
Even the best visuals won’t save a video if the audio is poor. Taking the time to capture clean sound upfront saves time and money in post-production.
5. Hire a Professional—Because This Is What We Do
Just like a farmer knows their fields and a lineman understands the power grid, professional videographers know how to craft compelling visuals. While DIY video may seem like an easy option, hiring an expert like Bryan Middleton, Paulsen’s Audio Video Specialist, ensures a polished, high-quality final product.
With over 20 years of video production experience, Bryan is more than just a cameraman—he’s a storyteller who understands the strategy behind every shot. From mapping out the vision and planning the shoot to capturing the right footage and fine-tuning it in post-production, he works closely with clients to ensure their video not only looks great but also connects with the right audience.
Agriculture and energy companies often operate in tough environments—outdoors, around heavy equipment, or under tight deadlines. That’s why video production at Paulsen is a team effort. Bryan works closely with our strategists, writers, designers, and creative partners to ensure every video is more than just great footage—it’s a carefully crafted story that aligns with your brand and business goals. From initial concept to final edit, our full creative team ensures that every detail—messaging, visuals, and execution—comes together to create a compelling and effective video.
The Paulsen Approach: Video That Works for Rural Audiences
Paulsen has spent decades crafting high-quality video content for agriculture, energy, and rural cooperatives. We know how to work in real-world conditions, capturing authentic footage that connects with the right audience.
If you need video content that tells a real story—whether for a cooperative, agribusiness, or commodity organization—we’re here to help.
Let’s talk.