Hey there! I’m Caity, the founder of Groundswell Media Lab, and I’m so excited to kick off our first quarterly newsletter! This space is where we’ll share insight into the world of video production, from our latest projects and behind-the-scenes insights to pro tips and trends that can help take your video content to the next level.

Whether you're a brand aiming to elevate your marketing or an aspiring videographer seeking guidance, I hope this newsletter serves as both a valuable resource and a source of inspiration for you.

In this first edition, you’ll get a sneak peek at some of our recent work, discover helpful content production tips, and learn about the upcoming projects we’re diving into this quarter. We’re so thrilled to have you on this journey with us, and we can’t wait to continue bringing you valuable content in the months to come.

Thanks for being part of our community—let’s get started!

In this edition, I’m excited to highlight our recent collaboration with Eva Mrak, the talented chef behind Spoondrift Kitchen, a bespoke culinary service offering private dining experiences and personalized prepared meals here in Maine. This project was an opportunity to showcase how video can bring a brand's story and values to life—especially in the world of food, where visuals are everything.

The Challenge

Eva wanted to capture the essence of her unique culinary approach, highlighting the artistry behind her dishes and the intimate experiences she creates for her clients. The goal was to craft a video that would not only showcase her dishes but also tell the story of the experience—one that feels personal, intimate, and memorable.

Our Approach

We worked closely with Eva to understand her vision and what made Spoondrift Kitchen stand out in a crowded market. Our goal was to highlight her passion for cooking, her focus on high-quality, locally sourced ingredients, and the joy she brings to her clients through her culinary creations.

Here’s how we brought the story to life:

• Behind-the-Scenes Footage: We captured Eva in action—building a fire,chopping, sautéing, cooking over an open flame—showing the artistry and skill behind every dish.

• Intimate Dining Experience: To convey the personal, tailored nature of her service, we filmed a private dining event, focusing on the interaction between Eva and her clients, and the warmth and connection that defines her brand.

• Cinematic Shots: With beautiful close-ups of her dishes and attention to detail, we used dynamic camera angles and lighting to create mouth-watering visuals that conveyed the quality of her food.

The Result

The video has since become a key piece in Eva's marketing efforts, helping to promote Spoondrift Kitchen and engage potential clients who are seeking a more personalized dining experience. It’s been featured on her website and social media channels, and the visual storytelling has sparked meaningful engagement from her audience.

Eva’s Feedback:
"Caity listened to my abstract ideas of what I wanted, and delivered content way beyond my wildest dreams. Caity was patient, kind, laid back and incredibly professional throughout the entire process. She delivered everything to me in a very timely fashion. I cried tears of joy seeing what she had created for me and my brand, as it was my first time investing money into getting content like that. Whether you're a small business owner like me or a larger company with a marketing team, Caity is an incredible asset and resource to help you get meaningful, high quality photos and videos. Caity is a gem and I can't wait to work with her again.." – Eva, Chef & Owner, Spoondrift Kitchen

Takeaway

This project demonstrates the power of video to create a personal connection with an audience. By showcasing the process, passion, and unique elements of the business, we helped Eva elevate her brand and connect with her ideal clients in a meaningful way.

Social media is a true paradox—originally created for people to share their personal lives and connect with others, it has evolved into one of the most powerful tools brands can use to reach potential clients. Consumers crave authenticity, while brands need to see ROI for the content they create. But even after the hard part, figuring out what to post and executing on the production, there are actually a lot of overlooked aspects and decisions to look at in the final stage: posting.

To avoid these missteps, here are some best practices and technical tips that can help ensure your videos are posted with the maximum impact:

1. Create a Posting Checklist

Consistency is key when posting across multiple platforms. Develop a best practices document or checklist to eliminate any errors when different team members are involved in posting. This checklist can include:

• Correct media formats for each platform

• Accurate file naming conventions

• Hashtags, captions, and tagging strategies

• Posting times and frequency

2. Optimize Your Video Format for Each Platform

Every social media platform has its own preferences when it comes to video format. One quick technical example is Instagram. While most professional video is shot horizontally (16:9) and exported at 24 frames per second, Instagram prioritizes vertical video (9:16) at 30 frames per second. Pay attention to:

• Aspect Ratio: Instagram, TikTok, and Facebook Stories prefer vertical video (9:16), while YouTube and Facebook are optimized for landscape (16:9).

• Frame Rate: Platforms like TikTok and Instagram tend to favor 30 frames per second (fps), while traditional video works better with 24 fps or 60 fps.

• Title Safe Area: If you're adding text or graphics, make sure they're within the "safe" area to ensure nothing is cut off when the video is displayed on different screen sizes.

3. Check Your Settings and Internet Connection

Before uploading your content, always double-check your settings:

• Stable Internet: Ensure you have a stable internet connection when downloading and uploading media. Slow speeds can affect upload quality and cause delays.

• Platform-Specific Settings: Different platforms may compress videos differently. For example, some platforms might throttle back the quality of your media if you're uploading over mobile data, instead of Wi-Fi. Ensure you're uploading the highest possible quality by checking platform settings or uploading via desktop for faster processing.

• File Size and Resolution: Platforms like Instagram and Facebook may automatically compress your video, so it's crucial to upload in the highest resolution possible (1080p or higher) to maintain visual quality.

4. Choose the Right Posting Time

Understanding your audience's behavior is essential for maximizing engagement. Each platform has peak times for posting, so research when your audience is most active.

• Instagram: Generally sees higher engagement between 11 a.m. and 1 p.m. (during lunch hours) and again around 7 p.m. when users are winding down.

• TikTok: Experiment with posting early morning or late night to hit users in different time zones.

• YouTube: Early afternoon, especially on weekends, is the ideal time to post longer-form content.

For the complete list of technical tips and more insights, subscribe to our newsletter!