Your guide to mastering video at scale for brand growth
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 into motion.
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’ll share the proof you need to get buy-in for scaling video production, provide actionable strategies and tools for growth through video, and go over how the right partnerships (like teaming up with Superside) can help you overcome common challenges when 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 is dynamic. Instead of looking at a static page, you’re engaging your audience with visuals, audio and motion. Whether your goal is to educate or entertain, video can help get your brand message 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’s user base growing to 2.7 billion people worldwide in 2024.
Today’s consumers seek compelling, easily digestible content that feels authentic. As a result, brands need to figure out how to meet this demand across platforms and locales by investing in high-volume video production.
Of course, scaling video production comes with its own unique set of challenges. Many brands struggle with:
- 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 creating video content.
Overcoming these obstacles is vital for brands looking to scale video production while maintaining brand integrity and appeal. Many brands now turn to video marketing agencies or other creative partners like Superside to keep pace.
With years of design and video marketing experience under our belts at Superside, we understand what it takes to scale video production for enterprise brands, while hitting on the trifecta: Quality, consistency and speed. In other words, our video production services are designed to deliver at the scale you need to make an impact.
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Best practices for video production at scale
Sold on scaling video production? Let’s go over some best practices to keep in mind as you build out your video programs:
1. Consistent branding across videos
If content is king, consistency is queen. One of the most crucial 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. A true creative partner should be able to handle your full video process, from strategy and concept to production and post-production, or help you out with any step where you need extra firepower while staying true to your brand.
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 unique brand, characterized as “electric dynamism.” By leveraging wide-angle lenses, energetic movement, a powerful color palette and a touch of surrealism, we were able to convey the excitement of a one-click checkout experience while staying perfectly on brand (and on brief!).
2. Data-driven video content
A video strategy without data is just a shot in the dark. To shape an effective video strategy, start by analyzing performance metrics and audience behavior. Then, you’ll have insight into what video content will resonate most with your brand’s audience.
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 blog or YouTube channel.
Armed with these insights, brands can optimize their video production efforts, investing resources into the formats and topics that drive the most engagement, ultimately increasing ROI while scaling more intelligently. Check out this webinar to learn how to leverage data to accelerate growth and success.
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 can backfire, with videos not getting the desired views or engagement. When we say quality, we’re referring to content that truly resonates with your target audience. And high-quality visuals, sound and storytelling certainly don’t hurt—though there’s a time and a place for quicker turn formats, like UGC video ads.
Brands that balance efficiency with creativity—like Apple and Nike—are able to deliver visually striking, high-production-value videos, even when producing content at scale. The key to achieving this balance? Finding ways to streamline the production process without cutting corners on the final product.
To streamline your video production process, start by:
- 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 quality of your brand.
Here at Superside, we’re all about helping our customers achieve quick turnaround times and scale, without sacrificing quality. For example, for luxury jewelry brand SUZANNE KALAN’s Mother’s Day campaign, we delivered three hero videos, six teasers and nine product videos in less than a month—all while balancing their brand with native platform needs leading to a campaign that increased views on TikTok by 5,124%.
Not bad, right? Just another example of how investing in video can pay off, when done right.
5 core strategies for scaling video production
There’s an art and a science to scaling video production, while maintaining quality and consistency. To get started, you’ll want to:
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.
Start by 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? 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.
Of course, you may have multiple objectives within a video campaign. In these instances, it helps to map out the customer journey to ensure your campaign delivers video content for each funnel stage—from attention-grabbing social media clips for viewers in the awareness stage to in-depth product explainer videos for buyers in the decision stage.
Once you’ve established your goals, it can be helpful to look for inspiration out in the world. How are your competitors accomplishing their goals with video? What about leading brands in other industries? Are there any corporate video trends you could tap into? All of these questions will help you refine your video strategy.
Next, you’ll want to set up a production timeline to ensure you meet deadlines and leave time for feedback or changes. Decide which social media platforms to focus on. If your strategy includes multiple platforms, you’ll need to ensure you have enough time to create videos in various formats to meet audience expectations.
Remember how we talked about data? Your strategy should extend beyond production to encompass analytics and iteration. Posting a video is just the beginning. Monitoring metrics like views, engagement, play rate and click-through rate will help you optimize your strategy (and budget!), allowing you to focus on videos and platforms that perform well and informing future video campaign strategies.
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2. Prioritize content repurposing
As some marketers say, “sweat your assets.” The more you can prioritize content repurposing, the farther each video will go and the easier producing video at scale will be. Plus, when you focus on repurposing, you’re not constantly reinventing the wheel—you can take what works and make it go as far as possible.
By transforming long-form content into shorter, platform-specific clips, you’re not only maximizing the value of a single piece of content, you’re also 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 YouTube or Vimeo viewership, you can then repurpose that content into multiple short-form video snippets for social media platforms. You may also embed the video in a blog post, or cut it up into clips to create an interview style post. And of course, you can pull out quotes and ideas to feed all your content, from guides and reports to email campaigns and social media.
In addition to extending the lifespan of the original content, repurposing 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 for Imperfect Foods:
See our work with Imperfect Foods here.
At Superside, we often help brands implement repurposing as a strategy by turning long-form videos into engaging, digestible content for various platforms. This is just one of the ways we can help you scale video production effectively while optimizing resources.
3. Build a video production workflow
Creating a standardized production workflow will help you streamline processes and maintain efficiency when scaling video content.
By establishing a clear workflow that covers each stage of video 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 for quicker turnaround times without sacrificing quality.
One way to streamline your video workflow is to develop templates and checklists for each production phase. For instance, having a pre-approved scripting template or shot list can save time and ensure consistency across all videos, while checklists for the editing and publishing process can help you uphold quality and brand standards.
At Superside, we’re all about building efficient workflows for our customers. We start with a scoping process to ensure we understand your exact needs, then build custom templates as needed. For example, if we’re working on a series of social media ads or explainer videos, we’ll create a script template that’s easy for your team to leverage in the future and ensures consistency across the assets we deliver. We’ll also make sure to adapt your brand guidelines to video, making note of everything from logo placement to brand messaging. This attention to details helps our teams deliver high-quality videos at scale, while cutting down on revisions and feedback cycles.
If your team is onboard, we’ll also use AI in our creative workflows to produce video content even faster, allowing us (and you) to focus more on strategy and less on execution. For example, with a little help from AI, we recently created over 450 personalized videos in just one week. A clear workflow and technology helped us pull off this brief in record time. Here's what those videos looked like:
4. Invest in scalable tools and platforms
The right processes and people go a long way. With the right tools, they can go even further. Investing in scalable software and platforms designed to streamline processes at scale will help you hit the high volume of video production you need.
What do we mean by scalable software? Think cloud-based video editing platforms, like VEED.IO, which allows team members to collaborate in real-time, similar to Figma. This can minimize feedback rounds, speed up review processes and ease collaboration all around. Of course, AI-powered video tools can also help with efficiency by automating time-consuming tasks like editing, transcribing and generating subtitles, freeing up creatives’ time to focus on higher-level strategy, ideation, storytelling and design.
The latest AI video tools can also generate clips, organize raw footage, select the best clips and suggest transitions or effects based on brand guidelines.
At Superside, we’re dedicated to adopting AI into our creative workflows to help our customers get creative faster and more efficiently. With your permission, our world-class creatives leverage the latest AI tools to speed up ideation, production and collaboration—just one more way we help enterprises handle large-scale video projects (from social media ads to more complex, full-funnel campaigns) with ease.
5. Outsource video production to scale fast
As a creative or marketer, the phrase “scaling video” might send shivers down your spine. Even at enterprise businesses, teams are often stretched thin and hard-pressed to deliver on their existing creative pipeline. We know because we asked—in our report, Overcommitted, we found 78% of creatives can’t keep up with demand, while two in five agree their team is understaffed.
Part of the solution may be to outsource. With something like video production that requires specialized skills, outsourcing can be a smart solution, allowing you to tap into talent and expertise you may not have in-house (or have enough of in-house). As companies face increasing creative demands, outsourcing can relieve pressure on in-house teams and allow them to scale much-needed, but resource-intensive content formats, like video.
At Superside, we’re not just another outsourced vendor. Our mission is to be a true creative partner—your creative team’s creative team. Unlike freelancers or traditional agencies, Superside offers scalable, fast and brand-aligned video solutions that fit seamlessly into your broader marketing efforts. That’s why leading brands like MasterClass, Intuit, Booking.com and Zapier trust us to bring their stories to life. With our hassle-free subscription model and team of expert motion designers, editors and animators, skilled in using AI-driven tools, we can help you scale video content, without sacrificing quality or consistency.
Whether your enterprise needs product videos, brand videos, social media ads or all of the above, we can help. Meanwhile, your internal creative team will finally have time to focus on strategic initiatives, rather than getting bogged down in the complexities of video creation at scale.
Book a demo and see what you can accomplish with a true creative video partner.
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Outsourcing video production for scale with Superside
If you’re creating video at scale, Superside’s video production services are for you. Unlike slow, traditional agencies or one-off video houses, our AI-powered, modular approach means we can deliver high-volume, on-brand video more efficiently and with the flexibility your in-house creative and marketing teams need.
What else? Here’s a list of benefits to outsourcing video production that may help you pull the trigger:
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 service, you can tap into advanced technical skills, specialized creative talent and industry-specific expertise to elevate your video content.
With the right outsourced partner, you’ll enjoy faster turnaround times, as dedicated teams can focus on delivering high-quality videos within tight deadlines. This can help you meet large content demands without overburdening your internal resources.
Outsourcing (to the right partner) not only ensures high-quality output but also provides flexibility, allowing your brand to adapt your video production strategy based on the ebbs and flows of seasons and campaigns.
All this means your internal teams can stay focused on core business and marketing operations, while your creative partner can handle the intricacies of video production. With video being a critical driver of brand engagement, outsourcing (again, to the right partner) allows you to stay agile and responsive to market needs without sacrificing quality or brand consistency.
How Superside helps brands scale video production
Superside covers all your video needs. Whether you’re launching a product, telling brand stories, fueling social media or simply running ads, we can support or fully handle every part of the video production process. That means, we have you covered from concept to final cut, including on location or in studio shoots. Just need an idea? We can do that. Just need the shoot? We can do that too. Just need editing? We got you.
Our team of expert motion designers, editors and animators come from around the world, bringing diverse perspectives and experience, including advanced expertise with AI-driven tools to help you move faster, while keeping quality and brand alignment top of mind. From adding elements to existing footage to streamlining workflows and speeding up product processes, our AI-powered workflows are key to scaling video content, fast. But our true power lies in the combination of our world-class global talent network paired with AI-powered efficiency—a blend that ensures the quality of your creative and video marketing is always a priority, while positioning you ahead of the curve.
For even greater efficiency, your team comes with a dedicated project manager and Superside’s project management platform, Superspace, where you get full transparency into projects, as well as real-time collaboration every step of the way.
The TL;DR? Whether you’re scaling video production across channels or need support for one-off projects, Superside makes it effortless.
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As video becomes more and more important for brand success, honing in on the tools, best practices and partners that will help you scale production is essential. Start by digging into data, establishing a strategy and streamlining your video production workflows with the right tools, including AI-driven platforms.
But if, like 78% of creatives, you’re struggling to keep up with demand, it’s worth investing in the right creative partner to ease the burden on your internal team. Superside is built to be your creative team’s creative team, providing the support fast-moving enterprises need to scale video production, quickly, efficiently and seamlessly.
Ready to scale your video output and relieve in-house pressure? Book a demo today and let’s talk video.
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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.
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