As shots get tighter, more detail is revealed, but less of the surrounding area is seen. Generally, video storytellers will move from wider shots to closer shots in sequence, first setting the context, then revealing more and more detail. Once the scene has been set, wide, medium and closeup shots are the most used shot types. The impact of these three shots is sometimes subtle, you might liken them to a golfer selecting a 5, 6 or 7 iron. There is very little difference to the casual golfer or videographer. But like the experienced golfer, the advanced video storyteller is a master at the subtle art of shot selection.
The simple conversation between the couple mentioned earlier can be shot in at least seven different static shots. Each actor can be shot in close, medium and wide shots. In addition, we can shoot the scene in a wider shot that includes both actors (see Figure 1). Once we've gathered the raw footage, we are presented with innumerable editing options. It is here that you can see the subtle differences played out. If the shots move from wide to medium to closeup as the scene progresses the viewer will sense a growing intensity (see Figure 2). If one actor is shown in closeup, while the other is shown in a medium shot, the viewer will emotionally favor the actor featured in close up (see Figure 3).
The closer the shot, the more intimate or "warm" it is. Conversely, the wider the shot, the more emotionally distant or "cool" it is. Of course there are plenty of exceptions. In Steven Speilberg's masterpiece Saving Private Ryan the widest shots of the Normandy battlefield can hardly be described as cold. That's because content always has more direct effect on a scene's emotional tone than any other element. Still, the wise video producer understands that an extreme wide shot of a mother cuddling her newborn usually won't have the same emotional impact as a closeup would.

Extreme closeups provide the viewer with an up-close look. The extreme closeup is all about detail. If the gentleman in our scene drops to one knee and pulls a small black box from his pocket in a wide shot, the viewer knows he is proposing (see Figure 4). A closeup of her excited face let's the viewer know she is happy with the proposal. The extreme closeup of the ring sliding on her finger allows the viewer to see the ring in all its glory. Follow it with another extreme closeup of her eyes welling up and you'll bring the audience to tears. The extreme close up is the "money shot" that draws the viewer into the story.
One of the biggest challenges of storytelling is getting the audience emotionally involved. Once you've hooked them, the toughest part is over.
Creating intimacy is one way to get your audience involved. It makes them care about your subject. And once they care, they'll want to see what happens and they'll watch for the duration. Once again, shot selection plays an important role in creating intimacy between the viewer and the subject.
Regardless of your budget, by practicing and ultimately mastering a wide range of shot types, you'll add a powerful arsenal to your video production bag. If you think about it, stringing medium shot after medium shot in your video is like trying to play an entire round of golf using only your 5 iron. Sure it's possible, but it limits your effectiveness and takes most of the enjoyment out of the game.