What Goes into Production for a Commercial YouTube Channel

Once your planning is done, production is where everything becomes real! The filming, directing, capturing audio, lighting, and managing the workflow on set. For small creator-led or small business YouTube channels, this stage can feel overwhelming because you’re often wearing multiple hats: presenter, camera operator, lighting tech, audio engineer, and director all at once.

Done well, production ensures your videos look polished, sound great, follow your brand identity, and feel engaging to watch. Done poorly, editing becomes a nightmare and your final video may lose clarity, pace, or professionalism.

In this guide, we’ll walk through what production involves when you’re running a commercial YouTube channel as a solo creator or with minimal crew.

Table of Contents

1. Preparing the Filming Space

2. Lighting Setup

3. Camera Setup & Framing

4. Audio Recording

5. Presenter Performance & On-Camera Delivery

6. Managing B-Roll & Supporting Footage

7. Live Direction & Adjustments While Filming

8. Continuity & Consistency

9. On-Set Workflow & Efficiency

10. Data Management & File Organization

11. Quality Checks Before Wrapping

1. Preparing the Filming Space

Your filming environment has a huge impact on the perceived quality of your video.

• Declutter the background: Clean, simple backgrounds look more professional and prevent visual distractions.

• Control light: If possible, block or soften natural sunlight changes. A room with consistent lighting is easier to manage.

• Reduce echo: Use soft materials (carpet, curtains, sofa, foam panels) to improve sound.

• Brand touchpoints: Consider subtle placement of props, brand colors, or logo but avoid making it look like an ad set.

If filming regularly, try to design a repeatable “set” saves huge time later.

2. Lighting Setup

Lighting is one of the biggest quality differences between amateur and professional-looking video.

A simple, reliable setup for solo creators is the three-point lighting system:

• Key light: Main light on your face, slightly to one side.

• Fill light: Softer light to reduce shadows cast by the key light.

• Back light / Hair light: Helps separate you from the background, giving depth.

Tips:

• Soft light looks better than harsh light → use softboxes or a diffuser.

• Keep lighting consistent across episodes to maintain brand identity.

• Avoid strong overhead lights they create unflattering shadows.

3. Camera Setup & Framing

Even basic cameras (or smartphones with good sensors) can produce great results if framed correctly.

• Eye-Level Positioning: The lens should be roughly at your eye level to avoid awkward angles.

• Rule of Thirds: Your eyes should sit roughly on the top third line of the frame.

• Depth: Avoid standing too close to the wall distance creates a cinematic background blur.

• Manual Settings:

• Set focus manually to avoid hunting.

• Lock exposure and white balance so they don’t shift mid-recording.

If using a smartphone, consider:

• A tripod (absolutely essential)

• The rear camera for better quality

• A manual camera app like Filmic Pro (optional, but powerful)

4. Audio Recording

Audio matters more than video quality for viewer retention.

To improve sound:

• Use an external microphone (lavalier, shotgun, or USB condenser).

• Position mic close to mouth distance matters more than microphone brand.

• Monitor levels so you’re not too quiet or clipping.

If using a lav mic:

• Hide cable under clothing for clean visuals.

• Make sure clothing doesn’t scratch the mic.

If you can only improve ONE thing improve your audio.

5. Presenter Performance & On-Camera Delivery

Even a great script can fall flat if the delivery is dull.

• Warm up your voice (yes, it helps)

• Look into the lens, not the screen

• Speak slightly slower than natural speed

• Use gestures and natural expression — don’t “freeze”

• Smile at the top of sentences to improve tone

If memorization is tough:

• Record in sections and cut during editing

• Use a mini teleprompter app/tablet if needed

Confidence comes from repetition, not personality type.

6. Managing B-Roll & Supporting Footage

Supporting visuals make your videos more engaging and informative.

Examples of B-roll:

• Product close-ups

• Screen recordings

• Overhead desk shots

• Cutaways of environment or objects

When filming solo:

• Create a shot list beforehand

• Record more angles than you think you need

• Keep clips short and intentional saves editing time

B-roll = easier storytelling and better viewer retention.

7. Live Direction & Adjustments While Filming

Since you’re directing yourself:

• Use a monitor or flip screen to check framing

• Do a quick test recording and review before you commit

• Watch for:

• Shadows on face

• Glasses glare

• Hair or clothing issues

• Background distractions

• Audio popping or static

Make small adjustments early fixing in post is harder.

8. Continuity & Consistency

Continuity errors can break immersion.

Track:

• Clothing

• Hairstyle

• Camera height

• Lighting brightness/temperature

• Background setup

Take quick phone photos before recording they become your reference for next time.

Consistency builds brand identity and viewer trust.

9. On-Set Workflow & Efficiency

To keep filming smooth:

1. Set up lighting first

2. Then camera

3. Then audio

4. Then rehearse hook/intro

5. Record in short takes to avoid fatigue

6. Label takes verbally (“Take 3”) for easier editing

If something goes wrong don’t start over, just re-say the sentence and keep rolling.

10. Data Management & File Organization

The last thing you want is to lose footage.

• Create a folder per video → Video Title / YYYY-MM-DD

• Inside, separate:

• /A-Roll

• /B-Roll

• /Audio

• /Graphics

• Back up to:

• External hard drive, and/or

• Cloud storage

Even small channels benefit from organization early on.

11. Quality Checks Before Wrapping

Before packing up:

• Rewatch your hook and main talking section

• Check audio is clean

• Check focus didn’t drift

• Check you didn’t miss key points

• Capture a couple of extra expressions (nodding, smiling, reactions) useful for cuts

Wrapping confidently = faster editing later.

Conclusion

Production is where your planning becomes real and even with a small budget or solo setup, you can create professional-looking YouTube videos by:

• Controlling lighting and sound

• Maintaining consistent framing and brand visuals

• Keeping performance natural and energetic

• Organizing files for smooth editing

• Checking everything before you finish filming

Creating a repeatable production routine will not only improve video quality it will save time, reduce stress, and help your channel grow steadily and professionally.

Iain Kemp

East Coast Films