5 videos · 2 horizontal for the landing page · 3 vertical for Meta
Wipe the lens. It's the single biggest thing people skip.
4K at 30fps if your phone offers it. Otherwise 1080p.
Tap and hold on your face before rolling to lock focus and exposure — otherwise the picture breathes every time you move.
Horizontal videos: phone sideways. Vertical videos: phone upright. Never shoot one and crop into the other.
Phone at chest height, tilted up slightly — not at your waist looking up your nose.
Horizontal: you from the waist up, standing a little left or right of center, trailer over your shoulder.
Vertical: you from the chest up, a hand's width of space above your head.
Clip the lav to your shirt about a hand's width below your chin. Tuck the cable inside the shirt.
If the pump is running, do the talking part with it off — or stand a few steps away from it.
Wind is the other enemy. Put your back to it.
Sun behind the camera, never behind you.
Overcast is the best light you can get. Take advantage of it.
Avoid straight-overhead noon sun — it puts shadows under your eyes. Morning or late afternoon looks better.
Look at the lens, not at yourself on the screen.
Roll for 3 seconds before the first word and 3 seconds after the last one. Editing needs that room.
Three takes of every shot. Nobody nails it once.
Flub a line? Don't stop recording — pause, clap once, say the line again. The clap is easy to find later.
Talk like you're explaining it to a neighbor over the fence, not like you're reading.
| # | Time | What the camera sees | What you do | |
|---|---|---|---|---|
| 1 | 0:00–0:40 | One locked horizontal shot. You waist-up, standing slightly left of center. Trailer and logo visible over your right shoulder. Camera never moves. |
Stand still and talk straight into the lens. Hands free to gesture. |
0:00"I'm Mike — I own It's Bin Cleaned. Here's how it works."
0:04"One: pick your plan online. Monthly or quarterly."
0:08"Two: on your trash day, leave your can at the curb like normal. You don't have to be home."
0:15"Three: we lift it into our trailer and hit it with two-hundred-degree water, then sanitize and deodorize it and set it right back. All that dirty water stays on our truck — none of it goes in the street."
0:29"Four: you come home to a can that doesn't stink."
0:33"Click the link below and pick your plan. Takes two minutes."
Running long? Cut "none of it goes in the street." That's the line to lose.
Cut B-roll shots 2, 3 and 4 over the "step three" section.
Cut B-roll 5 over "a can that doesn't stink."
Come back to your face for the last line — the CTA always lands better on the owner's face than on a graphic.
| # | Time | What the camera sees | What you do | |
|---|---|---|---|---|
| 1 | 0:00–0:05 | You and the can both in frame, trailer to one side. |
Roll the can over, hook it on the lift, hit the lever. Can starts rising. No talking yet. | |
| 2 | 0:05–0:08 | Same shot. Can is up and going in. |
Turn your head to the lens. Make it deliberate. | |
| 3 | 0:08–0:30 | Same locked shot. Machine running behind you. |
Talk to the lens. Thumb back at the trailer when you mention it. | |
| 4 | 0:30–0:33 | Same shot. |
Point at the camera / down for the CTA. | |
| 5 | 0:33–0:40 | Same shot. |
Turn back, lower the can, unhook it, roll it toward the curb, walk out of frame. No talking. |
0:00(working, silent — hook the can, hit the lever, can rises)
0:05(turn to camera) "This right here is a customer's can going into our trailer."
0:09"Two-hundred-degree water, high pressure, hits every inch of the inside. Kills the bacteria, kills the maggots, kills the smell."
0:17"Takes about ninety seconds a can. You don't have to be home, you don't have to rinse it out, you don't have to do anything but leave it at the curb."
0:26"Monthly or quarterly — starts at [MONTHLY PRICE]. Link's below."
0:31(turn back and finish the job — lower the can, roll it away, out of frame)
Do not cut the ending. Letting you turn back and finish the job is what makes it feel real instead of like an ad.
Let the last few seconds play out with just the sound of the machine.
| # | Time | What the camera sees | What you do | |
|---|---|---|---|---|
| 1 | 0:00–0:06 | Vertical, chest-up, close. You're at an open dirty can — the rim of it visible in the bottom of frame. |
Deliver the hook straight to the lens. Flat and matter-of-fact, not salesy. | |
| 2 | 0:06–0:30 | Same locked vertical shot. |
Run through the steps. Gesture at the can and the trailer. | |
| 3 | 0:30–0:35 | Same shot. |
CTA to the lens, point down. |
0:00"Your garbage can is the dirtiest thing you own — and you've never once cleaned it."
0:06"I'm Mike. This is what we do about it."
0:09"You pick a plan online, monthly or quarterly. On your trash day you leave your can at the curb like normal."
0:17"We come by after the garbage truck, lift it into our trailer, and blast it with two-hundred-degree water. Sanitized, deodorized, put right back."
0:27"No contract. No hose. You're not even home for it."
0:31"Click the link below and sign up now."
Cut it so the hook line starts on frame one — no wind-up, no "hey guys."
Burn in captions. Most of Meta watches muted.
| # | Time | What the camera sees | What you do | |
|---|---|---|---|---|
| 1 | 0:00–0:04 | Vertical, tight. You in the lower half, the can rising through the upper half of the frame. Silent — just the machine. |
Hook the can, hit the lever, can rises past you. | |
| 2 | 0:04–0:08 | Same shot. |
Turn to the lens mid-lift. | |
| 3 | 0:08–0:24 | Same locked shot, trailer working behind you. |
Talk to the lens. | |
| 4 | 0:24–0:28 | Same shot. |
CTA, point down. | |
| 5 | 0:28–0:34 | Same shot. |
Turn back, lower the can, roll it to the curb, out of frame. |
0:00(working, silent — hook the can, hit the lever, can rises)
0:04(turn to lens) "That's a customer's trash can going into our trailer right now."
0:08"Two hundred degrees, high pressure, every inch of the inside. Bacteria, maggots, smell — gone."
0:14"Ninety seconds a can. You don't have to be home. You just leave it at the curb like normal."
0:21"Monthly or quarterly, starts at [MONTHLY PRICE]. Click the link below."
0:26(turn back, lower the can, roll it to the curb, out of frame)
No title card in front of the working open — the machinery is the hook.
Captions burned in.
| # | Time / setup | What the camera sees | What you do | |
|---|---|---|---|---|
| 1 | 0:00–0:03Handheld selfie | Phone at arm's length. Face close, slightly off-center, bouncing as you walk. Background moving behind you. |
Wave the camera along, walking fast toward the can. | |
| 2 | 0:03–0:08Handheld | Flip to the rear camera and point it down into the open can. Hold a full 3+ seconds — uncomfortably close. |
Flip the lid open, hold the phone over the opening. | |
| 3 | 0:08–0:11Handheld selfie | Back to your face. |
Reaction line, straight to the lens. | |
| 4 | 0:11–0:13 | Brief cut as you set the phone on the tripod. |
Set the phone down and step back to the can. | |
| 5 | 0:13–0:28Tripod, vertical | Locked vertical shot with you and the can / trailer in frame. |
Run the steps while actually doing them. | |
| 6 | 0:28–0:37Tripod, vertical | Same shot. Clean can in frame — same can, same spot. |
Open the clean can, then deliver the CTA to the lens. |
0:00(walking fast, selfie, waving the camera along) "Hey — come here, come here. You gotta see this."
0:03(flip camera to the can) "That's a real customer's can. Look at that. That's been sitting in the sun all week."
0:08(flip back to your face) "That's fifteen feet from where your kids play."
0:11"So here's what we do."
0:13"Hook it, lift it into the trailer, two-hundred-degree water at high pressure — inside, outside, lid, everything. Sanitize, deodorize, and it goes right back at the curb."
0:24"You don't have to be home. You don't have to do a thing."
0:28(open the clean can) "That's the same can."
0:31"Monthly or quarterly. Click the link below."
The gross shot needs to breathe — three full seconds minimum, resist trimming it.
The "SAME CAN" reveal is the payoff, so hold that one too.
Captions burned in, and no music over the selfie open — raw phone audio is what sells that it's real.
| # | Video | Format | Length | Placement |
|---|---|---|---|---|
| 01 | How It Works | Horizontal | 0:40 | Landing page, by the sign-up button |
| 02 | Lift and Talk | Horizontal | ~0:40 | Landing page second video, website, organic social |
| 03 | The Dirtiest Thing You Own | Vertical | 0:35 | Meta ads — Feed, Reels, Stories |
| 04 | Lift and Talk · Vertical | Vertical | 0:34 | Meta ads — Reels and Stories |
| 05 | Hey, Come Here | Vertical | 0:37 | Meta ads — Reels and Stories |