Give each cut one job
Show the property, introduce the person or capture the event. Trying to fit every message into every clip makes the edit harder to follow.
Plan for the frame
If vertical edits are part of the project, include them in the shoot brief. Framing a subject for a phone is a production decision, not just an export setting.
Keep the promise honest
Strong footage and a clear opening are worth working for. A particular number of views is not something a production company should promise.
Discuss your project