Your Guide to Mastering Video at Scale for Brand Growth
Published Sep 29
Video content is a critical driver of growth for brands, but it can be tough to continuously produce knockout videos at scale. Stuck? Let Superside’s guide to scaling video production help you get to grips with this key process.
Over the last few years, video content has emerged as a critical driver of brand growth. Now more than ever, consumers engage with brands through dynamic, visual storytelling. As a result, scaling video production has become an important goal for enterprises set on hitting a high ROI on their marketing spend.
But producing high-quality, consistent video content at scale presents significant challenges, from managing resources to the complexities of creating a cohesive brand narrative across numerous formats, locations and platforms.
In this guide, we explore the importance of scaling video production, provide proven strategies and tools for growth through video and explain the importance of the right partnership (like teaming up with Superside) to help you overcome common challenges in creating video content at scale.
Why Scaling Video Production Is Key to Brand Growth
Video consumption is growing rapidly worldwide, and it’s easy to see why: Video makes for an engaging experience involving visuals, audio and motion. It’s an excellent way to educate or entertain and can help brands get their messaging across in innovative ways.
Few people can say they don’t watch at least one video a week. Video content alone made up 82% of all internet traffic in 2022, with YouTube being used by over 2.6 billion people worldwide every month.
Today’s consumers seek dynamic, easily digestible content that speaks to them authentically and compellingly. As a result, brands are increasingly shifting toward high-volume video production to meet this demand across platforms and locations.
However, scaling video production comes with its own unique set of challenges. Many brands face obstacles like
- Resource limitations
- Maintaining consistency across large volumes of content
- Ensuring video quality remains high
In fact, a recent Superside video marketing survey found that most video marketers struggle with the task of creating video content. As many as 27.5% of them worry that they need a clearer vision, while 26.6% lack velocity—i.e., more resources and speed—to get their video marketing efforts where they want them to be.
Overcoming these obstacles is vital for brands looking to scale their video efforts while maintaining brand integrity and appeal. Many brands now turn to video marketing agencies or other creative partners like Superside to keep pace.
For example, our loyal customers know that years of design and video marketing experience mean we know everything there is to know about scaling video production for brands. We’ve mastered the process to such an extent that providing video production services at scale has become a big part of what we do.
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Best Practices for Video Production at Scale
Let’s talk about the best practices to follow if you’re set on scaling video production.
These include:
1. Consistent branding across videos
One of the most critical aspects of scaling video production is ensuring that every full-length video, video ad, live stream or clip consistently reflects your brand’s voice, visual identity and messaging. This helps build trust and familiarity with your audience, which is essential for long-term customer engagement and growth.
Multinational coffeehouse Starbucks is one example of a brand that maintains a cohesive brand image across all its videos—from Instagram Stories and Reels to live streams.
Using its recognizable green and white color palette, a warm tone of voice and consistent product placement, Starbucks ensures every video clip reinforces its brand identity. Achieving this level of consistency requires a clear brand style guide, dedicated creative teams and careful oversight to ensure branding elements remain unified across all videos, regardless of platform, market or purpose.
Engaging one agency partner for the entire video content creation process—across campaigns, platforms and locations—is one of the best ways to ensure your video branding remains consistent. They can handle your full video process, from strategy and concept to production and post-production.
Take Bolt, an online checkout service, for example. Superside partnered with Bolt to create video content showcasing the speed and efficiency of its checkouts. Our work had to align with their design guidelines, and we stayed true to the brand by using a touch of surrealism in our designs.
2. Data-driven video content
Data is a powerful tool in shaping effective video strategies. By analyzing performance metrics and audience behavior, brands can tailor their video content to align with what resonates most with viewers.
Using analytics tools, companies can track key metrics such as watch time, click-through rates (CTR) and engagement patterns to identify the best types of video content for brand growth and the best content for their target audiences.
For example, a brand might discover that shorter, product-focused videos perform better as social media content, while longer, narrative-driven content excels on their website or YouTube channel.
Armed with these insights, brands can optimize their video production efforts, investing resources into the formats and topics that drive most engagement, ultimately increasing ROI while scaling more intelligently.
Superside, for one, believes in a marriage of logic and art, analytic and creative to produce campaign concepts and videos that drive results.
3. A focus on quality without compromise
View every piece of video content your brand creates as a value exchange with your audience. Technology has created an environment where every second of your audience’s attention is increasingly valuable. With platforms and content aggressively fighting for every second of headspace, you need to do two things with every video you create: (1) Make it compelling. (2) Make it valuable. Your audience needs to come away from a brand interaction feeling like it was worthwhile. If they don’t, you’re unlikely to get any meaningful action.
When scaling video production, it’s easy to prioritize quantity over quality. But this approach usually backfires, with videos not getting the desired views or engagement. Instead, aim for high-quality visuals, sound and storytelling to leave a lasting impression on target customers.
Brands that balance efficiency with creativity—like Apple and Nike—continue to produce visually striking, high-production-value videos, even when outputting content at scale. The key to achieving this balance is finding ways to streamline the production process without cutting corners on the final product.
This involves:
- Building out a network of trusted video partners.
- Investing in better tools, software and technology.
- And creating robust workflows that enable both creative freedom and operational efficiency.
Maintaining high standards ensures that every video, regardless of volume, reflects the professionalism and quality of your brand.
Here at Superside, we’ve proved that quick turnaround times and high volumes don’t mean you have to sacrifice quality. For example, our work with jewelry brand Suzanne Kalan shows how we applied our creative talent under time pressure. For their Mother’s Day campaign, we delivered three hero videos, six teasers and nine product videos in less than a month.
If it’s not clear by now that investing in video has become a non-negotiable for serious brands, check out why we’re highly invested in producing video with the world’s best of the best.
5 Core Strategies for Scaling Video Production
There’s a real art to scaling video production while maintaining quality and consistency. These are our top strategies for creating high-class videos, at scale:
1. Develop a clear video strategy
The foundation of effective video production at scale is having a clear, well-defined strategy that aligns with your brand’s goals and resonates with your target audience.
This involves understanding the types of content your audience consumes, and what their main pain points are. Keeping a close eye on video marketing trends and creative performance will help you refine your strategy.
Winning at this game is also about setting measurable objectives. What is the purpose of your video campaign? Is it to increase brand awareness, drive conversions or educate your audience? Your videos need to direct your viewers’ attention towards an objective you’ve set long before you hit the record button.
Fortunately, there are many innovative corporate video trends to tap into along the way.
For example, when planning long-term video campaigns, it’s crucial to map out the customer journey and create content that will deliver the goods at each funnel stage—from attention-grabbing social media clips for buyers in the “awarenss” stage to in-depth product explainer videos for buyers in the “decision” stage.
Set up a production timeline to ensure you meet deadlines and leave time for feedback or changes. Decide which social media and other digital platforms to focus on. If the strategy reaches across multiple platforms, you’ll need to ensure you have enough time to create videos in all the various formats.
After posting, it’s critical to monitor metrics such as views, engagement, play rate and click-through rates. This can help you optimize your budget, allowing you to allocate more resources to videos that perform well. The data can also help to inform future video campaign strategies.
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2. Prioritize content repurposing
A highly effective strategy for creating videos at scale is to priortize content repurposing or, as some marketers would say, to “sweat your assets.” This approach means you don’t constantly reinvent the wheel.
By transforming long-form content into shorter, platform-specific segments, you can can maximize the value of a single piece of content while reaching diverse audiences across various channels.
For instance, you might host a 60-minute video podcast packed with valuable insights. Instead of relying solely on the YouTube or Vimeo viewership, you can repurpose the content into multiple short-form video snippets for social media platforms. It can also work to embed segments into blog posts or even use key quotes in email campaigns or other social posts.
This approach not only extends the lifespan of the original content but also allows you to tailor the messaging for different platforms and audiences. For example, you can turn a key takeaway into a 30-second Instagram Reel or LinkedIn post. Or even take a top-performing social video and adapt it to other channels like TV, just like we did with Imperfect Foods:
Watch our work with Imperfect Foods here
At Superside, we often help brands implement this strategy by repurposing long-form videos into engaging, digestible content for various platforms. We kill two birds with one stone: Scaling video production effectively while optimizing resources.
Check out how our internal marketing crew used UGC-style video ads to get us 1,200 leads in just one month—with no budget and an iPhone.
3. Build a video production workflow
Creating a standardized video production workflow is essential for streamlining processes and maintaining efficiency when scaling video content.
By establishing a clear workflow that covers each stage of production—from planning, scripting and storyboarding to editing and final publishing—you can ensure a smoother, faster and more consistent production cycle.
If you want to create a meaningful relationship with your audience, frequency and consistency trump beautiful production value every time. Think of your video content as an ongoing conversation with your audience or customer. Whether it's daily, weekly or monthly, build a coherence to your video strategy that adds value to your audience's life and soon they will start to seek it out.
A well-structured workflow can also help prevent bottlenecks and reduce miscommunication, allowing quicker turnarounds without sacrificing quality.
One way to maximize this process is to develop templates and checklists for each production phase. For instance, having a pre-approved scripting template or shot lists can save time and ensure consistency across all videos, while checklists for the editing and publishing process can help you maintain quality control and brand standards.
Wondering how we do it? Superside implements this approach by working closely with brands to build efficient workflows that adapt to their specific needs.
We create customizable templates and brand guidelines that streamline the creation of everything from social media ads and product videos to explainer videos to ensure each asset is 100% on-brand. This structured workflow helps our teams consistently produce top-quality videos at scale, cutting down on revision and feedback time.
We also use AI in our creative workflows to create video content even faster, opening up time in our creatives’ calendars to focus on more strategic and conceptual work. For example, AI recently helped us create over 450 examples of personalized videos in just one week. A clear plan and a fool-proof process helped us to pull off this monster of a brief.
4. Invest in scalable tools and platforms
To successfully increase your video production output, it’s key to invest in software and platforms designed to streamline processes and enable the production of high volumes of video content.
Scalable software, such as cloud-based video editing platforms, allows team members to collaborate in real-time, regardless of location. This dramatically speeds up the review and revision process. On the other hand, AI-powered video tools can automate time-consuming tasks like editing, transcribing or generating subtitles, freeing up creatives’ time to focus on higher-level strategy, ideation, storytelling and design.
The latest AI video tools can also automatically organize raw footage, select the best clips and suggest transitions or effects based on brand guidelines.
At Superside, we leverage the latest technologies to help brands produce more content in less time. By incorporating tech that allows for efficient collaboration and automation in our workflow, we help enterprises handle large-scale video projects (from social media ads to more complex funnel campaigns) with ease.
5. Outsource video production to scale fast
Scaling video is no small or simple task. Outsourcing video production to companies offering these specialized services is a smart solution if your company faces increasing content demands but lack the internal capacity to keep up.
By partnering with experienced video production teams, your brand can quickly scale your output without the need to hire and train additional staff or overextend existing teams. Outsourcing allows you to tap into the expertise of skilled creatives familiar with the latest industry trends and best practices, and the technical nuances involved in winning video production.
We’ve demonstrated time and again how outsourcing can help brands produce video content at scale without sacrificing quality. With our hassle-free subscription model and AI-powered efficiency, our creatives deliver consistent, high-quality video content for our customers.
Whether your enterprise needs product videos, social media content clips or a long string of video campaign assets, we’ll ensure fast turnaround times and premium production value.
The bonus? Your teams will finally have time to focus on strategic initiatives rather than the day-to-day complexities of video creation at scale.
Try a free demo and see all you can do with Superside's creative teams.
Outsourcing Video Production for Scale with Superside
Superside is the trusted partner for major brands who are creating videos at scale.
If you’re wondering whether your brand needs to take the outsourcing plunge, the list of benefits below might be the little nudge you need to make the move:
Benefits of outsourcing video production
Outsourcing video production gives you access to a wealth of specialized technical skills and expertise that may not be easily available in-house. By partnering with an external video production outfit, you can can tap into advanced technical know-how, creative talent and industry-specific expertise to elevate your video content.
This also allows you to benefit from faster turnaround times, as dedicated teams can focus solely on delivering high-quality videos within tight deadlines. This can help you meet large content demands without overburdening your internal resources.
Outsourcing not only ensures high-quality output but also provides flexibility, allowing your brand to adapt your video production strategies based on project needs.
Your teams can stay focused on core business or marketing operations while your creative partners can handle the intricacies of video production. With video now being a critical driver of brand engagement, outsourcing allows you to stay agile and responsive to market needs without sacrificing quality or brand consistency.
How Superside helps brands scale video production
Over the last two years, Superside has shifted to using AI in most of our workflows. Our AI stack now helps automate key aspects of the video creation process—such as editing, producing motion graphics and optimizing content—allowing our teams to produce high-quality videos faster and more efficiently.
At the same time, our skilled creatives and seasoned video producers ensure that every video aligns with each brand’s unique identity, while maintaining the highest possible production standards. This blend of AI-powered efficiency and human expertise enables us to scale video production without compromising on quality. Ultimately, it also helps the brands, enterprises and corporations in our sphere to pivot their video marketing strategies.
If you partner with us, you can rest assured that we’ll handle every part of the video production process, whether you’re set on creating short-form social media videos or comprehensive campaign videos. We’ll also supply end-to-end support throughout the production process.
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Supercharge Video at Scale with Superside
As video content becomes essential for brand success, it’s important to maximize on the tools and best practices that can help you reach scaled-up video production. Our advice is to focus on producing standout videos informed by data-driven insights and to work on streamlining your production workflow with AI and good software.
But if this seems like too much for you to handle in-house, look to the experts for help. Superside can provide easily scalable, high-quality production video services tailored specifically to your brand’s needs.
Ready to scale your video output and grow your brand? Book a call today—and let’s create video content together.
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Meet Roger, a content marketer driven by his love for online search, digital marketing, and performance marketing. When he's not immersed in the latest updates on Google, AI and social media, you'll find him passionately crafting strategies to simplify online searches for people, sparing them the frustration of navigating through endless pages. As a marketer, Roger Match has turned into the perfect match for Superside, helping us showcase our purpose, objectives and essence to the world.
