A short, practical guide on which video format to choose, how many seconds it should be, and how to write a script to ensure effective results. We can provide turnkey production: production (examples - in portfolio section).
Channels and Requirements (TV / YouTube / Instagram / TikTok)
TV
- Role: fast mass coverage, image, "anchor" for the campaign.
- Recommended duration: 15–30 sec.
- Key requirements: unity of the visual system, readability of the offer from a distance, final slate 2–3 seconds.
YouTube
- Role: coverage + performance (end-to-end analytics).
- Formats: skippable in-stream, in-feed (formerly Discovery), short clips.
- Recommended duration: 6 s (bumper) / 15–30 s (in-stream) / up to 60 s (short forms).
- Scenario Features: powerful hook in the first 2-3 seconds, early offer/brand, subtitles.
Instagram (feed / stories / reels)
- Role: quick attention and involvement.
- Recommended duration: 10–15 c for stories, 15–30 c for Reels.
- Peculiarities: vertical, close-ups, text overlays, dynamic cutting.
TikTok
- Role: Scalable reach and rapid creative testing.
- Recommended duration: 6–20 sec (short, «without fluff»), up to 30 sec depending on the plot.
- Peculiarities: «"Native" style, simple "life-style" footage, promotion through a series of videos.
Duration and structure of the video
Basic frame (5 blocks):
- Hook (0–3 sec): instant attention grabbing (problem, strong frame, digital).
- Value (3–8 sec): How you solve the problem - 1-2 benefits, no more.
- Proof (8–12 c): product demonstration/social proof/figures.
- CTA (12–15 sec): clear action ("order", "make an appointment", "get a consultation").
- End-slate (2–3 c): logo, address/website, short offer.
Installation tips:
- The pace is faster than "feels normal" (especially for mobile feeds).
- Transitions based on meaning, not «on a timer».
- Subtitled version required (many views without sound).
Budgets by level (not about amounts, but about composition)
Micro (tests, local campaigns)
- Pre-production: Script for 15-30 seconds, technical specifications, location ×1.
- Prod: 1 shift, 1 camera, basic lighting, 1-2 actors/model, 2-3 scenes.
- Post: vertical/horizontal cutting, subtitles, 1–2 color corrections.
- Exit: 1 key video + 2–3 variations (hooks/formats).
Standard (city/region, 1–2 months rotation)
- Pre-production: storyboard, casting, locations ×2–3.
- Prod: 1–2 shifts, 2 cameras, light, sound, steadicam, producer.
- Post: Editing 15/30 sec + cut-down 6 sec, graphics, sound design, subtitles, adaptations for sites.
- Exit: package of 4-6 videos.
Scale (National Reach/Brand)
- Pre-production: Creative concept, reference research, music selection, art department.
- Prod: 2-3 shifts, complex locations/sets, actors, VFX/CGI if necessary.
- Post: Advanced graphics, mastering for TV and digital, cinema/OOH screen versions.
- Exit: brand pack + series of videos.
Convenient distribution rule: Pre 20% / Prod 50% / Post 30% (vary according to the task).
Shooting brief (what needs to be included)
- Target: awareness / leads / sales / promotion launch.
- Audience: who and what is important to them (language, age, situations).
- Main message: one sentence.
- Plot/scenes: 2-5 key points.
- Formats and durations: for which platforms and for how many seconds.
- Tone and references: 2-3 examples of «as we want».
- Legal: rights to music/persons/locations, terms and territory of use.
- Deadlines and KPIs: By what date and how will we measure success?.
Filming Day Checklist
- Shortlist and timing by scenes.
- Text run-through/rehearsals, approved costumes/props.
- Backup plans (weather/light/actor).
- Filming close-ups and details for dynamic editing.
- Vertical and horizontal copies (to avoid «splashing»).
- Clear sound (lavalier/gun microphone), noise control on location.
- Backup of material at the end of the shift (at least in two places).
Mini FAQ
Do you need one video for all platforms?
It's better to do it adaptation package: 6 sec (teaser), 15–20 sec (main), 30 sec (under TV/YouTube).
What is more important: the idea or the production?
Idea. Creativity without meaning can't be saved by any camera. But sound/lighting/editing must be seamless.
When to use animation?
When it's difficult to show a product "live", when diagrams/figures are important, or when frequent updates are needed without re-shooting.
Need a video quote? Send us your brief — We will provide an estimate and timeframe. –> production