A landscape shot of three people may lose two of them when it becomes vertical. That is a production issue before it is an editing issue. Social-first planning starts with the screen, the action and the words that need to coexist inside it.
Draw the actual frame
Preview the intended aspect ratios on the monitor. Place sample captions and interface overlays over a representative shot. Give faces, products and demonstrations enough room to remain legible. Do not rely on a centred crop if the action moves across the frame; capture an alternative setup where needed.
Film more than one opening
A product detail, a question and a moment of use are different ways into the same story. Choose openings that address a real audience question rather than a generic attention trick. Record each cleanly so the editor can compare them without rebuilding the entire piece.
Make understanding independent of volume
Check the edit on mute and with audio. Captions need time, contrast and placement; music and voice still deserve careful treatment. A visual demonstration should communicate its key action without depending on a caption to explain what the camera failed to show.
Define the family of edits
List what each cutdown must achieve and which shots it requires. A short version needs a complete idea, not simply fewer seconds. Use a video deliverables matrix to make the versions explicit, then brief Visual Matters on the intended channels.