Shooting for Social: How to Capture Travel Content for Every Platform
Shooting for Social: How to Capture Travel Content for Every Platform
In the fast-paced world of travel marketing, social media is the engine that drives engagement, discovery, and bookings. Whether it’s wanderlust-inducing reels on Instagram, immersive TikTok videos, or detailed YouTube guides, travel companies need high-quality, versatile content that connects with audiences across multiple platforms.
But here’s the challenge: not all content is created equal, and what works for Instagram might fall flat on YouTube. Similarly, a stunning cinematic shot for a website campaign might need reformatting to make it as engaging as a TikTok post.
This is where professional production teams add real value. With the right approach, it’s possible to capture diverse, platform-optimised content in a single shoot, stretching budgets and ensuring every asset is crafted with purpose.
In this post, we’ll explore how small, agile production teams can deliver multiple high-quality assets from one travel shoot, ensuring your brand looks polished and professional on every platform.
4 days. Countless shots. Endless creativity.
Capturing every angle, every moment, and every detail to deliver content that works across every platform. Because when it comes to creating for social, it’s not just about one shot—it’s about making every shot count.
Why One Shoot Should Deliver Multiple Assets
Budgets are tight, schedules are short, and the content demand is constant. Travel brands can no longer afford the luxury of single-purpose shoots. To stay competitive, every shoot needs to work harder—producing content that’s adaptable, multi-format, and ready to perform across every major social platform.
A successful production team doesn’t just focus on capturing “the hero shot”. Instead, they plan with multiple outputs in mind:
• Instagram reels and carousels
• TikTok shorts
• YouTube vlogs or shorts
• Website banners and hero imagery
•Behind-the-scenes stories for social engagement
This approach not only maximises budgets but also ensures a cohesive brand presence, with high-quality visuals that maintain consistency across every channel.
Understanding What Each Platform Needs
Each social platform demands a different type of content—from visual style to aspect ratio, length, and tone. Here’s how production teams can plan for every platform during one shoot.
1. Instagram Reels & Stories
• What Works: Fast-paced, visually striking content that captures attention in the first few seconds. Think bold landscapes, cultural snapshots, or POV shots that give an immersive feel.
• Format: Vertical (9:16), short clips between 15 to 60 seconds.
• Key Tip: Capture short, snappy moments throughout the shoot that can be edited into engaging reels or behind-the-scenes stories. Use dynamic movement—like walking through bustling markets or panning over landscapes—to add depth.
2. TikTok
• What Works: Authentic, raw, and trend-driven content. TikTok rewards real, unpolished visuals that tell a story or follow a trend.
• Format: Vertical (9:16), ideally 15 to 60 seconds, but longer, deeper narratives are trending.
• Key Tip: While shooting for Instagram, also gather candid, behind-the-scenes moments or short sequences that feel less “produced” but showcase real experiences. Voiceovers, trending sounds, and captions can be added later.
3. YouTube Shorts & Vlogs
• What Works: Engaging narratives and longer, detailed travel experiences. Ideal for showcasing journeys, interviews, or destination walkthroughs.
• Format: Shorts (9:16, up to 60 seconds), Vlogs (16:9, longer-form, 5–15 minutes).
•Key Tip: During the shoot, ensure there’s time for capturing longer, more immersive shots. For example, walking through an entire market, interviewing locals, or filming a sunrise-to-sunset travel experience.
4. Website & Campaign Imagery
• What Works: Clean, high-resolution visuals that represent the brand’s aesthetic and story. Hero shots that are designed for banners, landing pages, or digital ads.
• Format: Horizontal (16:9 or custom crop for banners), high-res for desktop and mobile.
• Key Tip: Set aside time during the shoot for wide, cinematic landscape shots, detailed close-ups, and structured compositions that work well for web and ad campaigns. These shots often need more time and control, so plan them into the schedule.
5. Behind-the-Scenes Content
• What Works: Authentic, relatable moments that humanise the brand and give followers a peek behind the curtain.
• Format: Mixed (9:16 for stories, 1:1 for feed posts).
• Key Tip: Have one team member designated to capture candid BTS moments, whether it’s the crew setting up, unexpected interactions with locals, or funny outtakes. These moments are great for social engagement and showcasing the effort that goes into production.
Planning for Multi-Platform Content in One Shoot
Creating social content for multiple platforms doesn’t just happen by chance—it requires intentional planning. Here’s how professional teams approach multi-format shoots.
1. Start with a Detailed Client Brief
Before a shoot, it’s essential to clarify:
• What platforms the content will be used on.
• Key objectives—is the focus on engagement, education, or brand awareness?
• What content types will add the most value—quick reels, in-depth vlogs, or immersive social ads?
• Which shots are non-negotiable, and where is there room for creative freedom?
This initial conversation is critical to delivering value—without it, key shots can be missed, or the wrong formats captured.
2. Create a Multi-Format Shot List
Rather than thinking about one hero video, consider:
• Which shots can be cropped or reframed for vertical content?
• Where can longer sequences be broken into shorter reels or TikToks?
• How can behind-the-scenes content be gathered efficiently during downtime?
The goal is to maximise every shot, ensuring it can be reused or repurposed across multiple platforms.
3. Be Flexible During the Shoot
While structure is important, the best social content often comes from spontaneity. The team needs to be ready to:
• Capture unexpected moments that can be used for stories or TikToks.
• React to dynamic situations—like local events or impromptu interviews.
• Adjust shot framing on the fly, shooting both horizontally and vertically when needed.
4. Shoot with Editing Flexibility in Mind
Smart shooting means thinking about how footage will be edited later. This means:
• Leaving extra space around subjects for flexible cropping.
• Capturing alternative angles for variety.
• Recording ambient sound for use in dynamic edits.
Why Professional Production Teams Add More Value
Small, agile teams know how to get the most out of every travel shoot—not just capturing beautiful visuals but ensuring content works hard across all platforms. Here’s why professional teams deliver better results:
✅ Intentional shooting for multiple formats—no guesswork or re-shooting needed.
✅ Efficient workflows—capturing social-ready content alongside cinematic footage.
✅ Versatility—knowing how to frame, light, and capture for every platform’s unique demands.
✅ Maximising every moment—from behind-the-scenes to key hero shots.
Final Thoughts: Work Smarter, Create More
Travel companies don’t need to invest in multiple shoots to capture high-quality, multi-platform content. With the right team and strategy, one efficient shoot can deliver weeks or months of engaging assets, crafted specifically for Instagram, TikTok, YouTube, and beyond.
It’s about working smarter, planning for every deliverable, and making the most of every shot.
Need to Maximise Your Next Travel Shoot?
If you’re looking to create multi-platform travel content that feels authentic, engaging, and professional, let’s talk. Our approach ensures that every travel shoot that is captured by our team is optimised for the platforms your audience loves.