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Short-form video is one of the most powerful tools available in social media — but raw footage rarely does the job on its own. The editing — the pacing, the captions, the music, the structure — is what turns a piece of footage into something people watch all the way through and share.
Short-form video editing takes your raw content and transforms it into finished, platform-ready videos. Optimised for vertical viewing, captioned for sound-off consumption, and edited with the rhythm and energy that keeps audiences engaged from the first second to the last.
Short-form video editing is the post-production process of transforming raw video footage into a polished, platform-ready short-form video for use on social media. It involves cutting and sequencing footage, adding captions, music or sound effects, applying on-brand graphic overlays, and exporting the final video in the correct format and dimensions for the intended platform — optimised for viewing on mobile devices with or without sound.
You need this when user-generated content is appearing around your brand but isn’t being collected, amplified or built into your marketing, when you want your customers to become active advocates rather than passive buyers, or when authenticity is a brand value and third-party voices would strengthen the credibility of your social content. UGC strategy turns your customer base into a content asset.
This service includes a UGC strategy, a programme for encouraging and collecting customer-created content, a process for rights management and a framework for integrating UGC into your organic and paid social activity. Delivered as a UGC programme with supporting processes, tools and reporting on content volume and performance.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The production process of taking raw footage (or creating content) and editing it into polished, platform-optimised short videos — typically under 90 seconds — suitable for Instagram Reels, TikTok, YouTube Shorts or LinkedIn Video.
Short-form video consistently receives the highest organic reach on most social platforms due to algorithmic preference and user behaviour. It communicates personality, expertise and story in a way that static content cannot, and benefits from platforms actively promoting the format.
This depends on the content type. Talking-head videos require clean audio and reasonable lighting. Product or behind-the-scenes content requires captured footage of the subject. Some short-form videos are produced entirely from graphics and text animation without any filmed footage.
Expert tip or insight (talking head to camera), behind-the-scenes process footage, customer testimonial clips, product demonstration, before-and-after, trending audio-driven content adapted to the brand’s message, and repurposed longer content cut into short highlights.
A strong opening in the first one to three seconds (before the viewer scrolls), subtitles or captions (as most short-form video is watched without sound), fast-paced editing with no unnecessary pauses, clear visual messaging and a specific end point that calls for a response.
The majority of social media video is consumed without sound, particularly in public or shared spaces. Without captions, these viewers receive no message from the content. Captions also improve accessibility for viewers with hearing impairments.
MP4 (H.264 encoding) at 1080×1920px (9:16 vertical format) for TikTok, Instagram Reels and YouTube Shorts. LinkedIn video is typically 1920×1080px (16:9 landscape) or 1080×1080px (square). Frame rate of 30fps is standard.
The opening statement, visual or action in the first one to three seconds that compels the viewer to continue watching. Effective hooks make a specific promise (‘Here’s how to double your response rate in one change’), pose a question (‘Are you making this sales mistake?’) or open with the most compelling visual element of the video.
Completion rate (percentage who watch to the end) is the most important metric. Average watch time, reach, shares and comments are secondary indicators. A high completion rate signals content quality; low completion combined with high initial reach indicates the hook is working but the content isn’t holding attention.
Yes, but with adjustments. TikTok videos with watermarks perform poorly when cross-posted to Instagram Reels (Instagram de-prioritises watermarked content). Export original files from the editing software and upload natively to each platform for best performance.