If you’re looking to get the best return on investment out of your organization’s video content while maximizing its impact and reach, the best path you can take is to make it adaptable to multiple platforms.
Paying a video production company for an ad that works really well on TV, but doesn’t have the same impact when viewed on Instagram or Facebook only means that you might have to spend more time and money on more content.
To avoid this pitfall, here are some tips to effectively share your video across platforms:
Step 1
Ensure that your video content is nimble enough to be adaptable for cross-platform use. In other words, does your base video deliver concise messages that audiences can lift out and share independently on social media? How will your landscape video appear when you convert it to portrait format for mobile use? Do you have additional video shots in portrait that you can substitute?
In all of this, the message is probably the most important. A clear message that immediately resonates with your audience can work across platforms, regardless of how you choose to shoot your video
At Chemistry we always start our client work with a Message Mapping Strategy Session, where we work together with clients to get this clear, concise message fleshed out.
Step 2
You want to consider the style of your video. There are a variety of ways you can go, and you should be having a conversation with any agency you are interviewing about what they believe would work best and how they would execute it. This is also an opportunity for you to consume a lot of content and develop some ideas for yourself. If you can provide examples of what you like, you will get a better feel from the agency if they can execute what you are looking for.
Once you’ve clarified your message and whittled down video style, if you’re serious about maximizing your reach, you have to factor in the current media landscape. While it might seem like enough to shoot one high quality video and share across social media or buy an advertising slot on a TV station, if you aren’t modifying the content to fit the platform, then you aren’t using your content to its full potential.
Specifically, in 2026, short form social media content that cuts through the clutter is a valuable way to spread your message. This means posting video content that is able to hook the viewer quickly, getting right to the core message that they need to hear.
In order to optimize your content for social media, find professionals who can edit down your longer video into multiple short videos formatted for vertical social media scrolling known as “reels”. When done well, these reels each individually convey your core message, but do so in the space of 15-30 seconds. That way, as someone is scrolling through their social media, they will immediately know what you’re about.
Remember:
Adding subtitles and unique effects to your reels is a great way to make them pop even more, as viewers can understand the message without having to even turn the sound on. Again, scroll through some content that you like, and look for ideas. The more you know about what you want, the better your production partner will be able to execute it.
Through this strategy, you’ll get the best of both worlds by utilizing a longer form video that you can strategically use to rally key stakeholders and the short form content that will grab the attention of a broader audience. You can efficiently produce both styles from a single video or in a single shoot.
For this “two birds, one stone” approach to be the most effective, both in quality and cost effectiveness, you need to look for an organization that has a plan for this multi-faceted video production strategy. Chemistry PR & Multimedia has a group of experienced videographers and editors who understand how to work on multiple platforms and get you the best return on your investment in your video content.
