From the Expert: Maximizing Multi-Purpose Content
From Super Bowl commercials for Sleep Number to long-form episodic shows for Hy-Vee, Minneapolis-based advertising agency Griffin Archer produces a wide range of content for its clients. But you don’t need to be a national brand to make memorable videos. Founder and CEO Ellie Anderson shares advice for making the most of every shoot, from iPhone to big screen.
1. Plan ahead. “Preparation is key. Be sure to plan out all of your content needs in advance. There’s nothing worse than being in edit mode and missing that one moment you wanted to capture. Also, try to think about future needs and create additional assets without having to do another full production.”
2. Orientation matters. “So much content today is consumed on smartphones. Be sure to keep the vertical platforms (TikTok; Instagram Reels) in mind when shooting video for mobile and social. And don’t forget, a lot of great social content can be created with just an iPhone.”
3. Create content that works with or without sound. “A surprising number of consumers watch video content with the sound off. Shoot in a way that works for both sound-on and sound-off users and platforms. And if you can, always have a writer on-site to make last-minute script changes.”
4. Maximize your shoot day. “If you’re going through the expense of putting a shoot together, have multiple resources available to capture content: a still photographer, b-roll videographer, someone to do behind-the-scenes interviews with clients for their internal communications, and a green screen to capture additional social assets, even if you don’t have immediate needs for all that footage.”
5. Be nimble. “As well planned as the day might be, opportunities always arise. Even the most thorough pre-production won’t prepare you for those happy accidents on set. You have to be able to go with the flow and have the eye to spot those moments as they unfold.”
