person watching video on mobile cell phone

Video content is the MVP of the marketing world.

Video captivates an audience in ways that no other form of creative can, making it an essential part of any business’ marketing plan. However, producing great video content requires valuable time and resources. If you’re a marketing professional with a budget to adhere to, it’s important for you to get as much mileage out of a single piece of content as possible.

One way of doing this? Turning that single piece of content into many. Instead of ending up with one video at the end of production, you can opt for additional video cutdowns and aspect ratios. This variety of deliverables will help you tell your story across multiple channels, increasing the reach of your content.

If you aren’t familiar with cutdowns and aspect ratios, continue reading. We’ve outlined what they are and how they can enhance the success of your video marketing campaigns.

What is an aspect ratio?

Aspect ratio refers to the proportional relationship between the video’s width and height. Creating videos that adhere to each platform’s unique guidelines ensures that the video will display correctly and will be visually appealing to your audience. Here are the most common aspect ratios and their applications:

  • Standard 16:9 – This is the most common aspect ratio used in video production. It’s most suitable for YouTube, television, and computer screens as it provides a widescreen format compatible with most modern displays.
  • Vertical 9:16 – With the rise of mobile viewing and smartphone usage, users primarily hold their phones vertically. This style is prevalent on social media platforms with stories or reels (e.g. Instagram, Snapchat, and TikTok). Vertical video utilizes the entire screen and provides an immersive experience for mobile viewers.
  • Square 1:1 – Square video is most well-known for its use on Instagram. However, its distinct shape is useful on other platforms as it stands out amongst rectangular content.

Standard 16:9 Aspect Ratio
(15 second length)

Vertical 9:16 Aspect Ratio
(15 second length)

Square 1:1 Aspect Ratio
(15 second length)

During production, it’s important to plan for each aspect ratio needed for the final product. Our crew can frame the shots, keeping the action centered, or shoot alternate takes where necessary.

With the goal of turning one video into multiple pieces of platform-specific content, your final deliverables can be tailored to the platforms being used.

What is a video cutdown?

Video cutdown refers to the process of creating shorter versions of a longer video. They are used to condense content into a more concise format that captures the viewer’s attention quickly. Think of a movie trailer, which aims to generate excitement and interest for an upcoming film. This type of teaser video showcases the key moments of the movie in a brief and attention-grabbing way.

Taking the 15 second video examples we shared above, we created a cutdown version of each aspect ratio. These videos are 5 seconds shorter, but deliver the same information in a condensed format:

Standard 16:9 Aspect Ratio
(10 second length)

Vertical 9:16 Aspect Ratio
(10 second length)

Square 1:1 Aspect Ratio
(10 second length)

Platforms such as Instagram, Twitter, and TikTok have limitations on video duration, which requires you to make an impact in less time. So while a 2-minute video might perform well on YouTube, it wouldn’t be suitable for Instagram where the recommended video length is 30 seconds. In this case, we would create a cutdown version of the video, highlighting the most important elements while ensuring that it still delivers the message effectively.

Video cutdowns are also useful for advertising campaigns. Platforms such as Facebook, LinkedIn, YouTube, and Instagram require different video lengths for ad placements. Cutdowns help marketers and advertisers deliver their message effectively within those time constraints, while ensuring the key points are still communicated clearly and engagingly.

Ready to maximize your marketing budget?

There are advantages to using a variety of video cutdowns and aspect ratios. It improves usability by adapting the content to different platforms, enhances reach by targeting specific audience preferences, optimizes budget allocation by reusing existing content, and maintains consistent branding across various channels. These benefits contribute to a more efficient and effective video production process.

At Image Studios, we understand the importance of creating a well-thought plan with each production. Instead of making one video and throwing it up on every channel, we offer tailored video content optimized for each specific platform. By repurposing your traditional video assets into various digital formats, you can get more mileage out of your content, giving you more time and budget for creating future marketing material.

Ready to learn more? Contact us at 866-738-4080. Or submit a request for a personalized quote.

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