When one needs to add more dynamism to a video, be it cinematic or commercial, it's time to employ some camera movement. In this video by The Slanted Lens, J.P. Morgan teaches us eight smooth camera movements to use in different situations.
Many people know the basic set of static shots that one needs to tell a story, such as extreme close-up or over-the-shoulder. And, depending on the story you want to tell and what parts of a story you want to reveal or focus on, knowing when to use a particular shot is vital to creating a logical narrative. If you're not familiar with the basic set of static shots, it's well worth a quick search on Google to brush up. Even though a filmmaker is essentially subconsciously telling you something important, most of the time, you don't notice it, but when you do pay attention, it's easier to get into the mind of the creator.
To take things one step further would be to start adding movement to the shots. What this particular video is concerned with, though, is a smooth, cinematic style, which is made easier by the use of the C-Pan Arm from 9.Solutions. In his video, Morgan outlines very clearly some neat camera movements one can use to add more interest to a scene.
Using a tool like this tends to make shots look more professional. While handheld movement isn't unprofessional per se, it's just that handheld or even gimbal shots are only useful in certain situations to suit certain styles. Being able to create as smooth a movement as possible, however, makes the viewer less aware of the camera and thus able to focus more on the subject.