How to Get More Mileage Out of Your Video Content
Most brands are sitting on video content that could be working harder.
You invest time, energy, and budget into capturing great footage, but once the final cut goes live, it’s often treated as a one-and-done.
The truth is, smart planning and a little creative foresight can turn one shoot into a full library of content that works across platforms, campaigns, and use cases.
Here’s how to stretch every frame:
1. Build for Repurposing From Day One
If you wait until post-production to think about reuse, you’re already behind.
We approach every shoot with reuse in mind. That means:
Capturing wide, medium, and close coverage
Framing shots for vertical, square, and horizontal crops
Getting enough b-roll to support different tones and messages
Recording clean audio of key talking points that can stand alone
Example: Our work with Yerba Buena—a Brooklyn-based cannabis lifestyle brand—shows what this looks like in action.
We developed a 60-second lifestyle spot anchored by four short vignettes, each representing a different customer profile from their target demo. From that shoot, we also delivered:
A 60-second master spot tailored for both vertical and horizontal platforms, including their landing page, Instagram, YouTube, and TikTok
4 sub-15 second verticals with strong CTAs aimed at growing their website’s mailing list on Instagram Reels, YouTube Shorts, and TikTok
An on-set lifestyle photoshoot with talent, providing still assets for use across their general marketing, social, and email campaigns
The content rollout supported the lead-up to the opening of their flagship storefront in Cobble Hill and gave them assets they could continue to use post-launch.
All from one shoot, built with intention.
2. Cut Strategically, Not Just Creatively
Good editing isn’t just about pacing and music... It’s about purpose.
Every platform and audience deserves its own cut:
A longer YouTube version with context
Snappy cutdowns for Instagram or LinkedIn
Teasers that spark interest but don’t tell the whole story
We help clients think in layers:
Core narrative
Secondary assets (reels, pull quotes, BTS)
Evergreen micro-content for later use
Pro Tip: Always ask your editor for alternate versions before the project closes, but understand that there may be a change in scope if not discussed during onboarding.
3. Connect Content to Bigger Moments
Video should support what you’re already doing.
If you’re launching a product, recruiting new hires, or hosting a major event, your content should tie into it.
Too often, we see brands drop a video “just to post something” instead of using it to reinforce a larger push.
Ask yourself:
Can this live on a landing page or sales deck?
Can we pair it with an email sequence?
Can we schedule short clips to lead up to a campaign?
Every piece of content is an opportunity to stay top-of-mind. Use it.
The Bottom Line
You don’t need more content. You need better systems and a sharper strategy for how you use what you already have.
That’s how you make your budget work harder. That’s how you build a real connection.
Need help mapping out a smarter approach to content? Check out our FREE Video Production Planning Guide, and we are always here for a free consultation call when you are ready to get started.
