SCRATCHCOLUMNIST

Why planning is key for great videos

ZOYA MAC shares social media advice & pointers to raise your business profile & elevate your content

About Zoya Mac

Zoya is a nail content creator based in West Sussex. After spending over eight years as a nail artist, she transitioned into roles in social media management and content creation for nail brands. Zoya is passionate about creating captivating and engaging product and tutorial videos. She helps industry brands to showcase their products in clear, authentic ways and teaches other nail artists how to confidently record their own videos.

@zoya_mac

TOP TIP

Don’t be afraid to ask for feedback.

If you’ve created content for a brand, whether it was with gifted products, off your own back or unpaid, it’s OK to message and check-in. It can feel deflating to not receive a response, but try not to take it personally. Brands are often juggling a lot: launches, trade shows, inbox chaos – and your message may have slipped through the net. Don’t be afraid to politely check in again, even weeks or months later.

If a brand did respond, but said ‘ not right now ’, it’s fine to ask: ‘ Is there anything I could improve on, or a specific type of content you’re looking for? ’. Not every brand will reply, but some will, and this could provide you with helpful insight or open the door to future work.

Confidence in business comes with practice. Following up (even when it feels awkward) is a skill that can really pay off.

You finally have a quiet afternoon, your nails are freshly manicured, your phone’s set up and you’re ready to film – then an important question hits you: ‘ What was I actually planning to create? ’. I’ve been there, and if you have too, this month’s column is for you.

While it’s easy to focus on what happens after you hit record, the real magic starts before. Planning ahead, even just a little, can make filming smoother, easier and more enjoyable. Here’s what I bear in mind:

Know your ‘why’

Before filming, we often skip asking ourselves: ‘What’s the point of this video?’ and ‘What do I want people to do after watching?’.

Are you hoping to:

• Attract more clients?

• Get noticed by brands?

• Educate or explain something?

• Start a mini series or trend?

• Create a fun video?

Your ‘why’ shapes everything: from what you film, to how you film it and your captions.

If your goal is to gain bookings, film with your local audience in mind. Alternatively, if your aim is to attract brand work, film in a way that highlights products clearly.

Create a loose plan, not a movie script

You don’t need a full video storyboard, but it helps to jot down a simple shot list.

Ask yourself:

• What’s my intro or hook?

• What moment do I want to highlight, for example product texture, transformation or a nail close-up?

• How should the video end?

Even just writing down three to five shots can stop that ‘uh, what now?’ moment halfway through filming. Having an idea of how you want your video to look will also speed up the editing process.

Have your props and products ready

If you are planning to film swatches on nail tips or sample nail art looks, these need to be ready before you hit record. Countless times, I have sat down to film, only to realise I haven’t swatched gel polish on tips – or I need a prop that’s buried in a drawer.

Before filming, ask yourself:

1. Do I need swatches on nail tips?

2. Have I tested how products look on camera? For example, their texture and pigmentation. These might be too thick or thin for the nail art you are planning to record.

3. Are my props – such as brushes, bottles and stands – clean and prepped?

Film smart, not constantly

Instead of filming every time you give yourself a fresh manicure, think further ahead. Look at your week and ask yourself: ‘When will I realistically have a couple of hours to create content?’.

A few days before that filming window, do the prep. Create nail designs on tips, test the products you plan to use and gather any props or tools you’ll need. That way, when it’s your planned filming time, you’re ready.

Your hands usually look their best for two to three days after a manicure, so use that time wisely. Batch shoot your hand shots, Reels and photos while everything looks fresh. You don’t need to edit straight away; this can happen later.

Product close-ups can be filmed at a different time. If you know which products you want to feature, film those shots in batches whenever you have 20-30 spare minutes. You can then drop those clips into your videos during editing.

Film with your goal in mind

This part’s important. If you’re clear about what you want the result to be, you’ll feel a lot more confident filming and editing a video.

Ask yourself:

• Is this video about building trust or teaching something?

• Do I want people to comment on the video, save or share it?

• Am I using fun elements to build visibility, or sharing a technique for practical value?

Until next time, keep creating – and remember to wipe your camera lens!

‘‘

Your hands usually look their best for two to three days after a manicure, so use that time wisely. Batch shoot your hand shots, Reels and photos while everything looks fresh.

‘‘

#NOWTRENDING

WHAT’S HOT

Using the Edits app for final editing and uploading.

A trend that’s quietly gaining traction is using Instagram’s Edits app, especially for the final step before posting. Edits is a free, standalone tool built by Instagram that lets you pull clips together, add text, effects and music, then publish directly to your profile. It’s designed to feel a bit more intuitive than Instagram’s editor, and sits closer to the platform itself.

One of the reasons people are trying it now, even if they still edit in CapCut first (like me), is because Edits gives real-time insights about content performance. It shares information about reach, watch time and at what point people scroll past. There’s no official rule or Instagram confirmation that content made using Edits achieves better reach, but the tight integration with Instagram means it’s worth experimenting with the tool.

If you prefer CapCut or another third-party editor for creative detail or complex transitions, that’s fine. Instagram doesn’t penalise content edited outside the platform, as long as there aren’t watermarks.

Many creators now:

1. Do a rough cut in CapCut and use its effects, speed ramps and auto-captions.

2. Import to Edits for final touches and music.

3. Add captions and post from there.

WHAT’S NOT

Perfection over personality.

The overly polished, glossy content vibe is starting to lose its grip. Right now, audiences are craving realness: less clean girl aesthetic and more behind-the-scenes insights.

The shift is clear: ultra-curated posts that look like they took hours to stage aren’t performing the way they used to, although it’s a bit different for branded product content. Instead, behind-the-scenes clips, raw vlogs and process videos are picking up views and building trust.

The same goes for AI-generated or faceless content. If it feels too automated or impersonal, it’s getting scrolled past. So, if your content feels ‘too perfect’, don’t be afraid to loosen it up. You might be surprised by how well your imperfect moments connect with your audience.

Behind-the-scenes

Last month, I had the joy of capturing some beautiful spring and bridal nail launches. This is one of my favourite times of year, when soft, delicate shades start making a comeback in time for the flowers to bloom.

Nail Order released its bridal collection and I created detailed swatches for the brand’s website, so customers can see each shade up close. Meanwhile, The Manicure Company launched 36 Zero Gel Polish colours. I captured the texture and tone of the hues on video, and kept the background white so the nail colours were the focus. I also had fun filming a video of Glitterbels’ PureSculpt™ hard gel, showcasing the colour, consistency and texture of the product.

Creator spotlight

I want to profile talented content creator, Tracy Walford of @nails.bytracy. I have followed her for some time, and love watching the stunning videos she creates for Stellar Gel.

When I asked Tracy about her role, she commented: “I’m a Stellar Gel content creator & nail technician based in Surrey. I’ve always enjoyed photography and videography – both of which I use to showcase my work on clients and myself. By exploring content creation, I discovered that it is a genuine passion of mine.

“Joining the Stellar Gel team allowed me to further develop my content creation skills – not just for nails, but for presenting products. I love what I do and find it incredibly satisfying to bring nail details to life.” Check out Tracy’s Instagram account: @nails.bytracy

Events & appearances

This month, I am flying to Light Elegance HQ in Oregon, USA, to lead a content creator workshop for the in-house team. I’ll share photos from the trip in next month’s column.