Apartment Video Tours: 3 Essential Principles

Franco Folini (flickr)

For the seasoned iPhone videographer, the newbie, or even the casual camcorder user, there are some principles of video psychology that can be helpful to know when creating effective apartment marketing videos and tours.

Attention span

In a nutshell, the audience has a small attention span. You have around ten seconds to give a first impression, and a minute before your audience totally loses interest. Granted, when potential renters peruse your videos, they’re hunting for some specific information, so they may sit through a longer amount of extraneous info in order to unearth what they want to know. However, that doesn’t mean you should make them wait forever to get to what they want to know. Think about the information you’re trying to get across, and plan out for how long you will make each point (e.g. how long you will spend in each room of your unit).


Fundamentally, a video is an image moving in time. So just like how we see photos, we want to see videos that take into account all of what’s in the shot. The best videos will focus on the story you’re trying to tell, and keep the objects that tell that story in the center of the frame. You can experienment with this, but the center is what the viewer is expecting to follow, so there should be a really good reason to not abide by this rule of thumb if you choose not to. Also, crop the frame with your eyeballs and zoom in to get rid of extra stuff while you create the video. This way, you don’t leave extraneous images and information for the viewer to process later.


Movement is where photography and videos differ. There are many principles of movement with a video camera: pan, tilt, dolly, etc. The fact is that you don’t need to know these principles in and out if you just follow the simple idea that the movement you show should have meaning and be done deliberately. Panning – or aiming the camera from left to right (or the other way around) – without actually moving the camera, could be meant to show the panorama of a room, for example.

For more information about video tours, check out our guide here.