Most marketing teams build the product video first and then try to figure out social later. That's the order that creates the "can we just crop this to 9x16" conversation, and by that point you're already working backwards. Here's what usually happens. The team puts real effort into a product video for the website. It's well produced, clearly explains the product, and does exactly what it needs to do on a landing page. Then someone on the team says "we should use this on social too" and the scramble starts. Crop it vertical, trim it to 30 seconds, maybe add captions. The issue is that no amount of reformatting changes the underlying structure of the video. A product video is built to explain something to a person who already showed up wanting to learn. The pacing assumes intent. The opening assumes context. Those assumptions are baked into every edit, and they don't disappear when you change the aspect ratio. What I've started doing with teams is planning the social version during the product video process, not after it. You're already in the same creative world, working with the same footage and the same messaging. The cost of building a social cut alongside the product video is significantly lower than coming back to it weeks later and trying to reverse engineer something that was never designed for a feed. Think of it as two outputs from one production window instead of one video you try to stretch into two jobs.

yep, backwards order every time