Video production companies are in a unique position to help brands tell their stories and engage with their audiences through high-quality video content. With the rise of social media and the need for brands to create content for multiple platforms, video production companies must now be able to create a suite of content from a single video shoot.

This means that companies must approach video services with the goal of creating both a long-form video and shorter, social media clips in mind. By doing so, video production companies can maximize the impact and reach of their content while providing brands with a diverse range of content options.

In this blog, we'll explore how video production companies can effectively plan and execute a video shoot with the goal of creating both a long-form video and shorter social media clips. We'll cover everything from pre-production planning to on-set best practices, as well as tips for editing and repurposing footage for social media platforms.

With these strategies in mind, video production companies can help brands create compelling content that resonates with their audiences and drives results.

Creating a Suite of Content

To create a suite of content from one production video for a client, a video production company can use various strategies. One approach is to edit the video into shorter, more focused segments that can be shared on social media platforms, such as Instagram, Facebook, or Twitter. Video marketing is a powerful tool that companies should use to drive sales, gain exposure, and to create a brand identity. 

These segments can be optimized for each platform's specifications and audience. Additionally, creating a teaser or trailer for the video can generate interest and promote it before its release.

Why would a company want a suite of content?

There’s several reasons why a company would want to have shorter videos for social media. This includes the ability to tell a more comprehensive story, catering to different audiences, leveraging social media platforms, increasing engagement, and to provide different viewing options. 

• To tell a more comprehensive story: Long-form videos allow a company to tell a more in-depth story, share more details about a product or service, or provide a deeper dive into a topic. Shorter videos, on the other hand, are better suited for quick, attention-grabbing moments.

• To cater to different audience preferences: Some viewers may prefer longer, more detailed content, while others may prefer shorter, more digestible pieces of content. By providing both options, a company can cater to the preferences of its diverse audience.

• To leverage different social media platforms: Different social media platforms have different requirements and best practices for video content. By providing a long-form video along with shorter videos optimized for each platform, a company can maximize its reach and engagement across different social media platforms.

• To increase engagement: Longer videos can provide more opportunities for engagement, such as through in-depth discussions or interactive elements. Shorter videos, on the other hand, are better suited for quick engagement and sharing.

• To provide different viewing options: Some viewers may not have the time or attention span to watch a longer video, while others may prefer to consume content in longer formats. By providing both options, a company can cater to the needs of its viewers and provide different viewing options.

An Editor’s Perspective

To create engaging videos for social media platforms, an editor should follow a few key steps. They should identify the key messages or highlights of the original video that would resonate with the audience on social media. Once they have done so, they can trim the original video to create a shorter version that focuses on these key messages or highlights. It is important to note that the length of the video may vary depending on the platform. 

Generally, shorter videos tend to perform better. To keep the viewer engaged throughout the video, visual storytelling techniques such as jump cuts, b-roll footage, and animated graphics can be used.

Optimizing the video's dimensions, aspect ratio, and resolution to ensure that it looks good on the specific platform it will be shared on is vital. For instance, videos for Instagram Stories are optimized for vertical viewing, while videos for YouTube are optimized for horizontal viewing.

Adding captions or subtitles to make the video accessible and appealing to viewers who watch videos on mute or have hearing impairments is a great idea. It is also advisable to use the platform's built-in features to enhance the video's performance, such as adding hashtags, tags, and CTAs (call-to-actions).

Previewing the video on a mobile device to ensure that it looks and sounds good and adjusting it as necessary is essential. Regarding the question of whether edits need to look different for each platform, the answer is yes. 

Each platform has its own best practices and specifications for videos, such as aspect ratios, dimensions, length, and style. Therefore, it's important to tailor the video edits to the specific platform it will be shared on to optimize its performance and reach. By doing so, the video will be more appealing to the audience on each platform and have a higher chance of being shared, liked, and engaged with.

What should be prepared beforehand?

When working with a video production company to create social media content, clear communication and collaboration are essential to ensure that the final product aligns with a company's vision. 

One important step is to provide a detailed brief outlining the goals, target audience, brand tone, and any other relevant information. It's also helpful to provide examples of videos or social media content that the company likes or dislikes. Throughout the production process, clear and regular communication is necessary to provide feedback and ensure that the final product meets expectations. 

Companies should also be open to suggestions and ideas from the video production company, as they have expertise in creating effective social media content. Finally, setting clear expectations regarding timelines, deliverables, and budget can help ensure that the video production company can deliver a video that meets the company's needs. 

By taking these steps, a company can effectively communicate their vision and expectations for social media content, resulting in a final product that effectively engages their target audience.

Conclusion

Creating a suite of content from one video shoot is an effective way for video production companies to maximize their impact and reach while providing brands with a diverse range of content options. By creating a long-form video and shorter social media clips optimized for each platform, companies can cater to the preferences of their diverse audience, leverage different social media platforms, and increase engagement.

Clear communication and collaboration between the company and the video production team are also essential to ensure that the final product aligns with the brand's vision. By following these strategies, video production companies can help brands create compelling content that resonates with their audiences and drives results.