I often recommend multiple edits a long edit for is for the website when folks are willing spend a little more time to understand what they are getting into. Social media like facebook and instagram need a shorter format to grab the audience and tell your story, you really need to refine the message to be more specific. For Elite I broke the story down two locations and what make each unique. This allowed the owner to have differentiated market plans for either location. Shot all in one day, saving him production cost and providing more value.