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Why Create 3 Video Versions
Why You Should Produce Three Versions for Video — and Mix in Great Still Images
In today’s content landscape, where audiences swipe, scroll, and stream across countless screens, producing one video format simply isn’t enough. To get maximum impact and return on investment, your brand should produce three versions of every key video:
Horizontal (16:9) for YouTube, websites, and presentations
Vertical (9:16) for TikTok, Instagram Reels, and mobile-first audiences
Square (1:1) for in-feed social posts across Facebook, LinkedIn, and Instagram
And while you’re at it; don’t overlook the power of good still images. They’re essential complements to your video content, increasing flexibility, reach, and overall storytelling effectiveness.
Why Three Versions Matter
1. Reach Audiences Wherever They Are
Each platform and device favors a different orientation:
- Horizontal for wide-screen viewing (TV, YouTube, websites)
- Vertical for mobile-first feeds (Reels, Shorts, TikTok)
- Square for cross-platform flexibility (social feeds and ads)
By producing all three, you’re ensuring your content looks professional and performs well no matter where it’s seen. As Studio Pigeon explains, “Framing correctly for each ratio gives your audience the best viewing experience possible, instead of forcing one format onto all screens.” (studiopigeon.com)
2. Improve Engagement and Performance
Each format has its own strengths:
- Square videos get more views and higher engagement rates on Facebook and Instagram feeds because they take up more vertical space than horizontal ones. (toaststudio.com)
- Vertical videos dominate mobile content — over 94% of smartphone users hold their devices vertically, so you’re meeting people where they are. (nousasia.squarespace.com)
- Horizontal videos still rule YouTube and website embeds, where long-form content and storytelling thrive.
The more formats you have, the better you can tailor your creative to each platform’s best practices — and maximize engagement.
3. Build for Longevity and Flexibility
Planning for three versions up front might take a bit more effort, but it saves time (and money) later.
- You won’t have to crop or redo footage to fit new formats.
- You can quickly adapt existing assets for new ad placements or social trends.
- Your creative library stays evergreen and ready to deploy across multiple platforms.
As marketing strategist Laressa Watlington puts it: “Shooting for versatility is the smartest investment in your content future.” (laressawatlington.com)
Checklist:
- Define 1-3 primary objectives (e.g., increase brand recall by 15 %, drive 10 % more leads).
- Map each objective to a stage of the customer journey (Awareness → Interest → Decision → Loyalty).
- Prioritize which objective(s) take precedence for this campaign.
Why Great Still Images Are Just as Important
High-quality still photography and frame grabs aren’t just “extras” — they’re a vital part of your overall content mix. And you should be mixing video with stills.
1. Extend Your Content Lifespan
Still images let you stretch one video shoot into dozens of assets.
- Use stills for social teasers, thumbnails, ads, and blog headers.
- Capture behind-the-scenes shots for culture posts or email marketing.
- Convert frames from your video into hero images for web banners or newsletters.
According to Buffer’s visual content research, posts that include compelling visuals get 2.3x more engagement than those without. (buffer.com)
2. Keep Your Feed Visually Consistent
Photos provide a visual anchor across your digital ecosystem.
- Your brand’s style stays consistent between video and static visuals.
- They fill scheduling gaps between video posts, ensuring your social feeds stay active.
- High-quality stills help you maintain an aesthetic tone, especially when video production pauses or slows down.
Good stills also make your video thumbnails more clickable, increasing watch rates and conversions.
3. Improve Accessibility and Adaptability
Still images are faster to load and easier to share.
They work perfectly for:
- Print materials (brochures, posters, packaging)
- Digital previews (email headers, website sliders, app promos)
- Paid ads where video auto-play may be off
In short: if your video grabs attention, your still images keep it.
How to Plan for All Four Assets (3 Videos + Stills)
Pre-Production
- Frame your shots with safe zones for cropping into vertical or square formats.
- Plan for dedicated photography time during your shoot — don’t just pull stills from video later.
- Capture alternate angles, lighting setups, and candid behind-the-scenes photos.
Production
- Shoot in 4K or higher so you can crop without losing quality.
- Use lighting and color setups that flatter both motion and still frames.
- Capture additional moments purely for photo use — hero shots, brand products, reaction shots, etc.
Post-Production
- Export all three video versions:
- Horizontal (1920×1080)
- Square (1080×1080 or 1440×1440)
- Vertical (1080×1920)
- Select 5–10 strong stills (or capture frame grabs) for promotional use.
- Optimize each format for the right platform dimensions and compression standards. (postermywall.com)
Final Takeaway
When you produce only one version of a video, you limit your content’s potential.
But when you create three versions — horizontal, vertical, and square — and pair them with professional still images, you unlock:
- Maximum platform reach
- Higher engagement rates
- Better storytelling flexibility
- A consistent brand experience
Think of it as a “video ecosystem”: your videos grab attention, your stills reinforce it, and together they extend the life of your campaign far beyond the first view.
If this all seems like too much, that’s where our creative team comes in. We version all creative our for you free of charge! Contact us today with your next project.
References
• “Horizontal, Vertical, or Square? 2024 Guide to the Best Marketing Video Format” — The Maximizers. (themaximizers.com)
• “Video Orientation Guide: Vertical, Horizontal and Square Explained” — Laressa Watlington. (laressawatlington.com)
• “Square or Horizontal (or Vertical?) Video” — Toast Studio. (toaststudio.com)
• “Complete Cheat Sheet to Social Media Video Dimensions” — PosterMyWall. (postermywall.com)
• “The Importance of Visual Content on Social Media” — Buffer Library. (buffer.com)
• “Vertical vs. Horizontal Video Format 2025” — Nous Asia. (nousasia.squarespace.com)