Releasing Content: Do's and Don'ts

High Tide is on a mission to make commissioning, producing and sharing video content as easy as possible. So, as part of our second birthday celebrations we’re giving you some insight into releasing content. It’s likely you’ve spent weeks, or maybe months working with a production company to realise your vision for your short form film content. It’s been great, and now you’re looking forward to sharing your content online, but you’re unsure exactly how to make the most it. So, we’ve compiled a list of Do’s and Don’ts of how to make the most of your content after you’ve received it.



  • Plan your release – particularly if it’s a series of video content.

  • Announce that there’s something going to be released a day or two before you upload the content. This helps engagement with your audience and to build momentum.

  • Post your video on more than one channel and plan what kind of content is best for that channel. For example, a short ten to twenty second video is likely to engage mostly with an Instagram audience, whereas a three-minute video is probably more appealing to a YouTube audience.

  • Continue to talk to the production company you worked with and ask any questions that you might have. Everyone wants to video content to be the best it can be, so production companies are happy to help out even after the work is finished.

  • Look at the channels you’ll be uploading your content to – and make sure to check out the maximum and minimum size required.

  • Resize on Instagram. Most commonly, final videos will be a rectangular shape, but Instagram’s standard shape is a square, meaning some of the image will be cropped. Simply tap the resize button when uploading and Instagram will make the video rectangular.


  • Re-cut the video: re-editing a video means there’s likely to be some loss to the image quality when the content is exported for a second time – if there’s a little bit of footage you need from it, then ask the production company you worked with.  This includes adding subtitles in editing software – instead do so using the channel it will be shown on.

  • Put your video through a compressor to make the file smaller – instead ask the production company for a different version. This can reduce the sound and visual quality significantly.

  • Don’t put a filter on the content. Someone will have spent a long time colouring the image – and is included in the price you’ve paid.

It’s important to High Tide that the brands we work with are able to engage with the audiences through content, and we know that after the (sometimes long) process, it can be easy to get lost – especially if it’s the first time you’ve commissioned content.  If you’re stuck do get in touch.