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Video Marketing
Video that finds the right rhythm on every platform.
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Was die Leistung umfasst
What video marketing does for you
Most brands produce one video and then cut it into four platform formats — landscape for YouTube, square for the Instagram feed, vertical for Reels, square with a caption band for LinkedIn. That's not video marketing, that's format adaptation. Real video marketing decides up front: which platform serves which goal, which cut which stage of the funnel, which sound which channel. Otherwise you end up with one video that works mediocrely everywhere.
I plan video marketing as a strategy, not as asset delivery. Concretely: which content belongs on which platform (long YouTube vs. short Reels vs. mid-format LinkedIn), which cuts address which funnel stage (awareness vs. consideration vs. decision), which channel carries which storytelling tone. Plus a production setup that gets several cuts out of one shoot — master video, platform cuts, highlight reels, behind-the-scenes, quotes.
Your video budget doesn't produce one asset, but a content library — with 10-20 usable cuts per shoot. Every platform gets what it needs, not what's left over. And you build a stock of assets that lasts three months — not three weeks.
So gehe ich vor
How I approach video marketing
01 — Strategy. Build a platform-funnel matrix: what works on YouTube/Reels/LinkedIn/web, which funnel stage, which goals. Clarifies what needs to be produced and what doesn't.
02 — Production plan. Plan a multi-cut setup: one shoot yields 6-10 usable cuts. The shoot plan is built for that, instead of „let's just shoot and see what fits".
03 — Production & cuts. Shoot, edit, platform-specific adaptations (subtitle burn-in, vertical recompose, sound mix for mobile). One independently optimized cut per platform.
04 — Distribution & optimization. A publishing plan, performance tracking per platform, iteration for the next shoots. Video marketing is a process, not a launch event.
Referenz
Hier eine Beispielprojekt von mir
FAQ
Häufig gestellte Fragen
No — selection usually beats breadth. Posting mediocre content across 5 platforms makes no impact anywhere. Being consistently good on 2 platforms builds attention. In the strategy step we work out which 2-3 platforms genuinely matter for your audience — and which content fits each one.
A hybrid works best. One master shoot that yields 5-10 platform-specific cuts is more efficient than 5 separate shoots. But the shoot has to be planned so the cuts actually work on each platform — capture portrait and landscape in parallel, plan for burned-in subtitles, mix the sound for mobile.
I deliver the master cuts. For ongoing platform versions, your team can either edit them in-house (with a clear style guide) or I take it on as a retainer. At high frequency, an in-house team is usually cheaper — at low frequency, a retainer is simpler. We decide based on volume.
It differs by platform. YouTube: view duration, watch time, CTR. LinkedIn: impressions, reactions, reach. Instagram/Reels: plays, likes, reach, saves. The key is to define which metrics matter for your goals before launch. Vanity metrics (likes) are often misleading — dwell time and action rate tell you more.
