A single shoot can supply real estate video for three very different places: a longer horizontal film for YouTube, a vertical clip for Instagram and Reels, and a short cut for a property website. The building is the same in each case, but every platform asks for a different pace, framing and running time. A good production plans for all three before the camera starts, so that nothing has to be shot again later.
One shoot, three formats
Each format has its own job. A horizontal film is watched for its own sake, so it can carry a viewer along a route through the property with room to breathe. A vertical clip is watched on a phone held upright, often between other content, so it needs one strong idea. A short cut sits on a listing page and has only a few seconds to keep someone looking. Frame sizes and upload limits change over time, so we check the current specifications for each platform at the start of every project rather than relying on memory.
Horizontal films for YouTube and websites
Someone who opens a long film has chosen to be there. They will follow a walkthrough of several minutes if each room gives them a reason to continue. We plan a natural route, usually from the entrance through the main living spaces to the terrace or garden, and we hold each shot long enough for the eye to settle. Drone sequences, interviews and narration fit well here, because the longer runtime gives them room.
Vertical clips for Instagram and Reels
A vertical clip is decided in its first second. The frame should be tight on the most striking detail: a sweep of staircase, a terrace at dusk, or a view that opens through a doorway. Many people watch with the sound off, so the image has to work on its own. Short text on screen can help, for example the location or one line about the property, but it should never cover the best part of the picture.
Short cuts for property pages
A cut of under a minute loads quickly on a listing page and gives a remote buyer a sense of the place before they book a viewing. It opens with the strongest image from the film and moves at a steady pace from there. We keep the number of cuts low, because each transition takes attention that a short piece cannot spare.
Why we shoot vertical on purpose
It is tempting to crop a horizontal film into a vertical one after the event, but the result is usually disappointing. A 16:9 frame cropped to 9:16 keeps only a narrow strip of the picture, so the composition has to be rebuilt from the start. For that reason we treat the vertical shots as a separate part of the shot list, with their own framing, rather than as leftovers from the main film. The extra time on set is small, and the difference on screen is clear.
Pacing, sound and story
Pace is where the three formats differ most. The horizontal film can use slower camera moves and longer holds. The vertical clip works best with quicker, cleaner cuts. The short cut needs a single movement that feels complete at its own length. Music sets the tone for all three, and it should suit the property rather than the trend of the week. When a developer, architect or owner speaks on camera, a few well-chosen sentences can say more than a long voiceover, so we record interviews and narration with the same care as the images.
Planning the shoot
Before a shoot we agree which formats are needed, where each will be published and how long each should run. That decision shapes the shot list, the order of the rooms and the time spent in each one. Videography is priced per project, so the scope is fixed once we know how many formats are needed and how long the film should be.
Choose the platform first, then build the story around it. Our guide to drone photography for luxury real estate explains how aerial footage fits into a film, and our services page sets out the full range of video work we offer.
Next steps
If you have a property that deserves a film for more than one platform, get in touch through our contact page and tell us where it will be shown. We will suggest the formats, the pacing and the time we need on site.
