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Create A+ Instagram Ads in 4 Hours or Less
Scott Quesnell
May 29, 2025
If you're sick of not having great Instagram content, you'll love this article.
In the last 12 months, I have:
Traveled 27,439 miles.
Visited 8 states.
Spent 52 hours on a plane.
For short term rental video shoots.
At the start, we aimlessly pointed cameras at whatever looks good.
Far away shot of coffee getting made.
Close up shot of coffee getting made.
Squirrels in the yard
Trees blowing in the wind
All the amenities (even the ugly ones)
A shoot like this would take 12 hours non-stop. It was exhausting.
Our fear was flying home without enough content.
I'll be honest, we captured everything because we didn't know what good looked like.
After only using 1/10 shots, it was clear squirrels playing in the yard was an unnecessary capture.
These days, shoots take 4 hours. We now know what shots make A+ Instagram Ads.
In about 3 minutes, you will too.
Create A+ Instagram Ads in 4 Hours or Less (Process)
Our process used to involve what seemed like 5 million different shot types. Now it's two:
Showing it
Experiencing it
Before we start, there are three rules you must follow:
Record each clip for 15-20 seconds
There are two golden hours per day (6-9am, 4/5-9pm). Shoot during one or both.
Instagram Reels are horizontal. Shoot horizontal.
Let's break down each shot type:
Shot Type #1: Showing it
"Showing it" shots are standalone videos of your property.
No actors. The property is the center of attention.
These are your A+ drone shots:
Shot | Description |
Wide Establishing Shot | Aerial view of the entire property and surroundings |
Top Down View | Directly above the property |
360 View | Showing different angles of the property |
Approach shot | Flying towards the property |
Pull Away | Moving away from the property |
Golden Hour Shot | Capture the property during golden hour |
These are your A+ non-drone shots:
Shot | Description |
Entryway shot | Entering the property |
Landscape and Outdoors | Focus on features like docks, firepit, patio, grill, garden, firewood pile, beach and views |
General Living Areas | Focus on furniture, entertainment features and views. |
Kitchen | Focus on modern appliances and luxury features. |
Bedrooms | Focus on the bed set up, views and special features. |
Bathrooms | Focus on cleanliness and amenities. |
Special Interior features | Focus on special touches like local coffee, art and furniture. |
Property Name Sign | If the property has a sign, capture it. |
The hardest part of a content shoot is getting the right movements.
Movements: Literally moving the camera in a way that's nice to watch. Videography and cinematography are other ways to say it but I feel like that sounds fancy. I'm not fancy.
Drone movements:
Non-drone movements:
How to use this information:
Pick a shot from the list.
Get that shot using all the movements.
Continue down the list until done.
Shot Type #2: Experiencing it
You'll need actors for these.
The best short term rental ads show people experiencing the stay.
People doing fun things make other people want to do fun things.
What you need to know about actors:
I'll say it so you don't have to. They should be good looking. What that means is up to you.
Most friends will help for beer or food.
Smile.
Dress for the occasion. No one wears jeans at the beach house.
These are your A+ drone shots:
Shot | Description |
Bonfire shot | Capture actors moving throughout a bonfire experience |
50 ft shot | fly towards the property at a height of no more than 50ft with an actor walking inside |
Landscape and Outdoors | Focus on the actor interacting with features like docks, fire pit, patio, grill, garden, firewood pile, beach and views |
These are your A+ non-drone shots:
Shot | Description |
Arriving | Showing up to the property. |
Cooking | Preparing a meal in the kitchen, firepit or grill. |
Relaxing | Lounging, reading, or enjoying the view. |
Outdoor Activities | Enjoying the outdoor amenities like the fire pit, games or pool/hot hub. |
If something has to move in the video, it should be the actor. For the most part, the camera can be still.
Final Notes:
Drone video kills. If you don't want to buy one, make your least favorite kid/sibling climb a tree and hit record (jk).
iPhones work great for non-drone shots.
Turn on all the lights inside. This lesson cost me $2,500 to learn.
Show the amenities in use. Hot tub? Start the jets. Grill? Throw on some chicken.
Whatever you capture, post it. This is the best way to improve and try again.
That's all for today. I'll see you in the next article.
P.S. I love planes. I saw my first ever A380 in person at Denver International the other day. Look at it! The A380 is the largest passenger jet ever. It has two decks. I know what you’re thinking. How can this fly in the air?
Science!
I would book a flight just to be on one of these things.
If you can’t relate, it’s like being a music fan in 2012 and seeing Justin Bieber walk down the street.
Before you go
I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.
Our marketing team will help you get more guests to like, share and book.
Work with me and my team here.
Links you might like:
How to make your first $1,000 from social media in 60 days (The Lodge Social)
Maybe the question isn’t whether great hospitality can scale… (Isaac French)
How marketing shapes traveler choices (Wander)
Marketing an outdoor resort isn’t just about ad spend or going viral (LinkedIn)
Love this newsletter? Ask me anything (SURVEY)
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