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Video Marketing
Video that finds the right rhythm on every platform.
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.
