Channel-specific cuts
One shoot, every ratio
Same footage. Different rules.
A 30 second landscape spot dropped into Reels reads as an advert nobody asked for. The footage is not the problem, the format is.
Why video moves this channel
completion rate for spots in the 45 to 59 second range
Source: Wistia, State of Video
What this channel is
Every channel has its own length, aspect ratio, and opening. Cutting for each one is the difference between a spot that belongs on a platform and one that was clearly made for somewhere else.
How we run it
- Landscape, square, and vertical from the same footage
- Lengths cut to the channel: broadcast, pre-roll, and short form all differ
- Openings recut so the hook lands inside the first seconds where it matters most
- Captions burned in for the feed, clean versions kept for broadcast
Where the video comes in
This is what makes the production economical. Without channel cuts you have one asset for one placement. With them you have a library that covers every screen your market uses.
The rest of the system
Put video at the center
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