Social media manager
Vertical is a framing decision, not a crop applied afterwards.
What this is about
A landscape frame cut down to vertical loses exactly the part of the composition that made it work. Choosing the ratio in the shot list costs nothing; choosing it in the edit costs the shot.
Every department needs the same plan in a different view. That is exactly where document collections fail: they only ever serve one perspective well.
What runs differently here
Where this differs from the general case:
- Safe areas for captions and interface elements have to stay clear while the camera rolls
- The opening seconds carry the whole post, so the hook is a planned shot rather than an edit trick
- Behind-the-scenes material only exists if someone on the call sheet is assigned to capture it
What the plan has to deliver
A production plan is useful to this role when it provides the following:
- Ratios decided in the shot list and framed on set
- A realistic asset count per shoot day, agreed in advance
- Subtitle and safe-area rules known before the first framing
- Usage rights that cover paid promotion, not only organic posts
Common pitfalls
What most often goes wrong in practice:
- Promising a month of posts from a day that was planned as one film
- Cropping the hero shot to vertical and calling the result a version
With TillyGen
TillyGen plans ratios and asset counts per setup, so the posting calendar is fed by shots that were actually framed for it.
Change one constraint and the consequences travel through the whole plan: affected shots are flagged, the call sheet is regenerated, and nobody keeps working from yesterday's version.
Frequently asked
Can vertical versions be cropped from a landscape shoot?
Sometimes, and always at a cost. Wide shots, two-person framings and anything with movement across the frame break first. Plan the vertical takes instead of hoping for them.
How many social assets can one shoot day produce?
As many as it has setups for, not as many as the calendar wants. Ask for the count before the shoot, then check it against the schedule rather than against optimism.
Do platforms need separate takes?
Separate framings, mostly. A shot recomposed for vertical and one recomposed for square are two setups if they matter, and one compromise if they do not.
How long does it take to get started with TillyGen?
A first project takes under an hour to set up. There is no configuration phase in which templates and fields have to be defined before the tool produces anything.
Can the results be exported?
Yes — as PDF for the crew, CSV for downstream systems and through the API for anything automated. The plan stays the source; the exports are views of it.