Social content isn’t created afterwards

Plan your social content with its use and distribution in mind.

Social may not be your starting point, but it’s almost always your end point.
No matter the project, campaign, event, internal series, or branded format, on socials it's where your content comes to life. Unless it’s confidential, it’s a channel worth building for from the start.

Social content starts with making choices upfront

Content for media platforms is not an afterthought. It is a decision you make upfront. What is the goal of the content on each channel? And, very practically: which versions do you need? Vertical, horizontal, short, longer-form. With or without subtitles. With a different opening or hook. If you only start thinking about this after the content has been shot, you are often too late or you end up with a suboptimal result.

Choose your channel, choose your format

Not every message belongs everywhere. YouTube calls for depth and longer watch time. LinkedIn requires context and relevance. Instagram is about speed and visual impact. The question isn’t: what do we post? The question is: what works where and why?

From format to deliverables for social content

A format-driven approach works just as well for social media. From a single format, you create different deliverables tailored to the channels they’re used on. Not cut-and-paste, but intentional versions. By working with formats, you build recognition and turn social video's from isolated output into an integrated part of your communication mix.

FAQ

Do you need to create content specifically for social media?

If the content is strong, you can adapt it into formats that work on social. What matters is thinking ahead about how and where you’ll use it, so you can account for the right versions during production.

Which formats work best on social media?

That depends on the platform. Short, visually strong videos perform well on platforms like Instagram and LinkedIn, while YouTube offers more room for longer, more in-depth content. The format follows the channel, but always starts with the content.

How do you determine in advance what content you need for each social channel?

You determine this by starting with your objective, target audience and the channels you want to use. Each platform is consumed in a different way, so you translate your core story into content formats that fit the channel. Think short, engaging videos for Instagram and LinkedIn, and more in-depth content for YouTube.
By taking this into account during the concept and production phase, you make sure your content is ready to use for each channel from the start and avoid extra work afterwards.