A practical guide to planning one video shoot for your website, social media and paid campaigns.
A single video on your website can be a valuable part of your marketing, but it’s rarely enough on its own. Most customer journeys don’t begin and end in a single place. Potential customers may find you through a paid advert or a social media clip before visiting your website.
A multi-channel video strategy helps you carry one clear brand message across these different touchpoints. Your website, social media and paid campaigns may support the same goal, but each has a different role.
This doesn’t mean creating a separate campaign for every channel. It means planning how your footage can be adapted before production begins. Video content repurposing works best when the formats, messages and versions are agreed before the cameras start rolling.
In this guide, we look at how to plan one shoot for the channels that matter most to your business.
Decide What You Need From the Shoot
Choose the two or three versions that will best support your immediate goal. These could include:
- A main brand film, service explainer, recruitment video or customer story for your website
- A short social media edit, often designed for vertical viewing
- A conversion-focused version, such as a landing page cutdown, paid advert or testimonial clip
The aim is to identify the different video assets your business will actually use, so they can be planned into the shoot from the start.
Plan for Where Your Videos Will Be Seen
A website video, paid advert and social media clip shouldn’t simply be the same video in different sizes. Where each version will be seen affects what your production team needs to capture.
Before filming, confirm where each video will appear. This may affect:
- Whether footage needs to work horizontally, vertically or in more than one format
- Space for captions, branding and on-screen text
- Whether the opening needs a stronger hook for social media or paid campaigns
- Whether key information must work for viewers watching without sound
- Where a call to action should direct people after watching
You don’t need to know all the technical details yourself. Tell your video production company how and where you plan to use the content and they can advise on the formats, footage and edits required.
Agreeing this before filming gives everyone a clearer plan and avoids trying to force one edit to work everywhere afterwards.
Capture Footage That Works in More Than One Edit
Planning different formats is only part of the process. You also need enough usable footage to create several versions that make sense on their own.
When discussing the shoot with your production company, consider whether you need:
- Self-contained interview answers. If you plan to use a clip separately, the speaker should include enough context for viewers to understand it without hearing the interviewer’s question. For example, ‘It’s made things so much easier’ may work in a longer film, but ‘Since working with [company], our team has been able to…’ is clearer as a standalone clip.
- B-roll that supports the message. This is the extra footage used alongside an interview or main video. This might include your team, product, service, workplace, customers or process in action, rather than generic cutaways.
- Alternative openings and direct answers. A second opening line, a concise response to common customer questions or an alternative call to action can give you more options for social media and paid video campaigns.
- Quiet visual footage. A few shots without dialogue can be useful for captions, text overlays and transitions.
These additions don’t mean creating a separate campaign for every channel. They simply give your editor more flexibility to create shorter versions that feel complete.
Agree the Final Deliverables
Before filming, agree what the final delivery should include. A good video production brief should cover:
- The main film and its approximate running time
- The number and purpose of shorter edits
- Required formats, such as horizontal or vertical
- Captioned versions where needed
- Any thumbnail, banner or supporting visual requirements
- The website pages, campaigns or channels each edit will support
- Who will approve the final versions
Agreeing these details early gives everyone a clearer plan, helps prevent late changes and makes it easier to create video content that works across every intended channel.
Planning a video shoot for more than one channel? Talk to BRICKOVEN about creating video content that works for your website, social media and paid campaigns.
