Consequentialists believe all that matters is the "ends". So even if I filmed something with the aim of patting myself on the back but it made people feel good, it's moral because the outcome was positive.
Others believe all that matters is intent. A good Samaritan may act recklessly and end up maiming somebody, but they acted morally because they had positive intent to offer aid.
(Of course, there's many other takes but those seem to be the one's germane to this part of the discussion).
Both outcome and intent matter, and the tricky question is how to balance the two.
I don’t have a strong philosophical argument to justify the balance I aim to strike in daily life, but it definitely feels like both consequentialism and deontology fall down when left totally to their own devices.