What we mean by segmenting
Segmenting is our word for splitting a main video into multiple, tailored assets.
It’s not about chopping things up randomly. It’s about designing from the start so the content can be reused, repurposed, and rolled out across every channel you use.
It might go something like this:
- We create a hero video (a 90s product animation) for events and sales collateral
- We extract three 10s edits spotlighting individual features for a LinkedIn paid campaign
- We take designed elements from the video and repurpose them for looping animations on your webpages
Suddenly, instead of just meeting one challenge and use case, you’ve multiplied out and hit a variety of goals, all from the same original material.
One production. Multiple outputs. Maximum value.
Why bother?
Because one video can’t do everything.
In B2B, it rarely takes just one interaction to win someone over.
It can take dozens of touchpoints before a prospect is ready to buy. That means your content has to show up in different places, in different formats, across the whole journey.
Segmenting makes that possible.
As for cost efficiencies, it’s a no-brainer:
- More assets for the same spend – instead of commissioning a dozen separate videos, you produce once and extract many. It’s efficient, cost-effective, and far less time-consuming than starting from scratch each time
- Consistency across channels – the same visual identity and design language running through email, social, web, and sales decks. That builds recognition and strengthens your brand
- Better targeting – feature-specific cutdowns for social, longer explainers for email, looping embeds for your product page. Each asset fits the attention span and context of the channel
- Longer shelf life – by creating a library of cutdowns and variations, you’ve got evergreen content ready to slot into future campaigns
In short: segmenting takes one big investment and turns it into an always-on toolkit.
How to plan for segmenting
The trick with segmenting is to build it in from the very start, rather than tacking it on at the end.
When you brief a project, think of it as commissioning a toolkit.
What will you need for social? What will work best for email? Could design assets be reused for the website or sales decks?
Asking these questions upfront ensures you don’t limit the value of the production before it even begins.
The script is another important step. By writing it in a modular way, you can create natural breakpoints that lend themselves to standalone clips. This makes it far easier to cut down the main piece into shorter edits without losing clarity or impact.
Designing flexibly is also key, building for easy separation so it's simple to repurpose them later.
When you plan this way, segmenting isn’t an afterthought.
Instead it’s baked into the process, giving you a library of content that’s ready to deploy across every channel from day one.
The bigger picture
Segmenting is more than a production tactic.
It’s a mindset shift.
Stop thinking of video as a single campaign asset. Start thinking of it as a flexible library of content you can deploy wherever you need it.
When you plan for segmenting, you don’t just get one deliverable. You get a whole ecosystem of content that’s consistent, cost-effective, and ready to work across every channel.
Then you can make every second of video count.
