Thinking ahead to all the ways this video content will be used means we can extend its useful life for your brand. Scripting, framing and editing changes can be planned for so the output is suited for paid ads, mobile/desktop sizing, website video, email/display etc.

If you plan on doing more video throughout the year, it's usually 15–20% cheaper to plan and shoot back to back.

For campaigns, shooting multiple hooks, bodies and calls to action that can be edited together means we can test 10–30 variations from a single shoot day to find what performs best.

Doing photo and video together adds to a shoot day's complexity, but often saves on cost and means you have consistency across video and static ads, and a bank of content for your website.

Shooting long-form video in a way that can be clipped into short clips that are more consumable sound-bites and often lead people to watch full-length content.

Script creatives and videographers will need to consider how video will appear for both mobile and desktop viewers. Pre-planning how the interface of each ads channel overlays and how graphic/text overlay will be legible on busy or dark/light backgrounds.

Around 70% of video ad views will be less than 5 seconds. Planning for this reality means we can use creative ways to keep people watching and/or get our key message across more quickly.

Planning ways we can or can't reuse this content again and again is useful. What might change? Will dates or details change? Will ads fatigue? Will staff leave? Will we reuse video elsewhere? Is production quality high enough so we will use this for years?

It usually makes sense to weight budgets towards hero video that most people will see (ads or homepage video) and make more affordable support video/photo.

Should we shoot multiple variations of the same content for different customer types, ages, cities or countries?

Concentrating your budget into only aggressive bottom-funnel ads is usually a short-term solution. Adding long-form video helps to build trust and consideration in the mid-funnel. This slower, more educational sales approach usually works better for large purchases.

Often clients want to use in-house staff to save on talent fees. For scripted or semi-scripted videos with professional actors we're usually able to deliver up to double the amount of usable footage per shoot day when compared to in-house staff. Usually the most natural in-house staff are founders or senior sales leaders.

50–80% of business video content, depending on the platform, is viewed with the sound off. Adding clear subtitles lets people preview the content before turning sound on, once they've decided it's interesting.

This won't be the last video your business needs, so documenting the process and the complexities of shooting your specific product (in the rain, ocean, mud, city, loud factory, busy execs, involved brand team, small children etc) will save time and cost in the future.