Social video checklist

Before you start

If you don't know why you're making the video, who it's for, and what you want them to feel or do at the end, you'll spend shoot time making the wrong thing and edit time trying to fix it.

  1. 1Who is the specific person we're making it for, and what do they already know or believe?
  2. 2What platform is it landing on first, and what does native look like there?
  3. 3What's the hook?
  4. 4What does "done" look like? Format, length, approvers, deadline.

If any of those are unclear, resolve them before shooting. It's much faster to answer a question in a brief than to reshoot.

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Reference

What native looks like

TikTokLo-fi is fine, trends move fast, sound-on audience. Shoot vertical (9:16) by default. Aim for under 60s if content allows.
Instagram ReelsSlightly more polished, visual hooks land harder. Shoot vertical (9:16) by default. Aim for under 60s if content allows.
LinkedInTalking head or documentary-style, sound-off needs to work. Shoot vertical (9:16) by default unless it's a hero campaign vid. Aim for under 60s if content allows.

Reference

Filming quick tips

  • Align on format before filming, not after — visible script reading is very hard to fix in the edit.
  • Longer pieces to camera: use a teleprompter or app (a phone mounted near the lens helps delivery).
  • TikTok/UGC-style: give talent bullet points and structure, not a full script — let them speak in their own voice, keep timing in mind.