Businesses with bigger campaigns will usually plan for both longer video formats, in addition to shorter versions. This is taken into consideration from the very beginning before they start shooting anything. This way they can shoot for the shorter format if needed, and not only re-edit the longer format version of the video to make it fit for the short format. Things like captions and video dimensions can be taken into consideration while they’re still shooting. For example, they can shoot in 9x16 instead of 16x9, creating the opportunity to frame the composition for more whitespace within the image, where they are planning to add captions of a header title.