Strategy
How many videos does a brand actually need?
Numbers by stage and channel, and how to tell whether your problem is volume or quality.
The evergreen set every brand should own
- A brand or founder film explaining why you exist
- A product demo for your best-selling item
- An unboxing or what-arrives video
- Two or three customer testimonials
- A how-to-use or care video
- An FAQ video answering the top pre-purchase question
- A comparison video across your own range
- A fifteen-second website hero loop
These eight rarely need reshooting, and they carry your product pages, email flows and sales conversations for a year or more.
Ongoing volume by stage
| Stage | Organic per month | New ad creative | Shoot days |
|---|---|---|---|
| Pre-launch | 4–8 teasers | — | 1 total |
| Launch month | 20+ | 6–10 variations | 2 |
| Early growth | 12–16 | 4–6 per month | 1 |
| Scaling with paid | 16–24 | 8–12 per month | 1–2 |
| Established | 20–30 | 12+ per month | 2 |
How much ad creative you need
This is driven by spend and audience size, not by taste. The more you spend against a fixed audience, the faster the same creative is seen repeatedly and stops working. As a rough guide, brands spending steadily on Meta want fresh creative every one to two weeks, and want several variations live at once so the platform has something to optimise between.
Frequently asked questions
Is it better to post daily or post well?
Post well, at the highest frequency you can sustain without the quality dropping. Three strong pieces a week beats seven weak ones, because weak content trains the platform that your account is not worth distributing.
How long does a single video stay useful?
Evergreen assets like demos and testimonials stay useful for a year or more. Ad creative fatigues in weeks. Trend-led organic content is effectively dead within days, which is fine — that is what it is for.
Can we reuse old videos?
Yes. Recut them with a new hook, new captions or a new ratio and they often perform again, particularly on channels where your audience has grown since the original posting.
What if we can only afford one shoot a quarter?
Plan it to produce thirty to forty assets and publish them slowly. One well-planned quarterly day beats four rushed monthly ones for most small brands.
Have something worth filming?
Tell us what you are launching and we will come back with ideas, a plan and a quote within two working days.