When a client says, “it only takes a couple of minutes,” it can make any VA, OBM, or freelancer groan. The truth is, even something that looks quick and simple, like a 90-second reel, takes far more time than most people realise.
No it doesn’t: It’s like baking a cake. Eating it takes seconds, preparing and baking can take an hour or more.
This isn’t about dragging things out or inflating hours. It’s about recognising the hidden steps and professional process required to deliver polished, effective content. In fact, that 90-second reel you love? It usually takes at least 20 minutes (and often longer) to produce.
So why do clients believe otherwise? And what’s really involved in creating that “short” piece of content? Here is the JMJ breakdown!
Why It Looks Like It’s A Two-minute Job
1. They only see the final product: Watching a 90-second reel feels instant. But clients don’t see the planning, setup, process or editing that needs to go on behind the scenes to deliver on the quality expectation they have. It’s like an iceberg; you only see the top, but it’s much bigger underneath.
2. They underestimate the hidden steps: Often, someone has told them, “That’s a quick task, it only takes a couple of minutes. Of course, that’s true if we only took the raw footage you sent and did nothing with it. We don’t add captions, hashtags, or format the reel for the platforms you want them on.
3. They’ve done DIY before: They’ve recorded a quick video on their phone, which might take two or three takes before they get it how they want it, and then they upload it quickly to a platform. But a professional version? How many times have you seen reels with no captions, misspelled words, or so much text over the reel that you can’t read the subtitles?
4. They focus on results, not process: Just get it out there! They just want the reel live. Understanding what needs to happen to make their reel professional instead of a quick DIY takes systems and processes to create.
5. They confuse “small” with “fast”: A short video doesn’t equal a quick task. It takes time so I’ve broken it down below to give you some idea of why your 90 second reel could take 20 minutes to produce.
Why a 90-Second Reel Really Takes 20 Minutes
Here’s a realistic look at what can go into one reel:
- Concept & Planning (2–3 minutes) – Clarifying the message, audience, and desired outcome.
- Filming or Asset Gathering (3–5 minutes) – Setting up, framing the shot, or sourcing clips/images/icons.
- Editing (5–7 minutes) – Cutting, trimming, adding transitions, music, and subtitles.
- Branding & Captions (3–5 minutes) – Writing captions, choosing hashtags, and adding a branded cover image and or fina tile with CTA.
- Uploading & Scheduling (2–3 minutes) – Formatting for the platform, double-checking, and scheduling for the right time.
- Downloading and uploading takes time too (as long as it does). – Download it to edit it, upload it to the editing platform, watch/edit/watch it again, and download the final version to the platforms you want it shared on or the scheduling tool to schedule your posts.
Add it up, and suddenly that “90-second job” is closer to 20 minutes, and that’s for a simple reel. More complex edits or campaigns can take even longer.
So next time someone says to you, tell you’re VA it should only take a couple of minutes and you share that expectation, you’re very likely to be told it doesn’t and why.
After all, if it only took a couple of minutes you’d do it yourself.
So if you want it done right, understand that expertise, not speed, builds impact.
How We Use AI To Save As Much Time As We Can For Our Clients
Unless you have the hundreds of thousands of dollars it costs for decision-making AI assistants, you still need a human element. However, when you use AI in conjunction with the human element, you get amazing, cost-effective work done.
1. Idea Generation & Scripting
Use AI to quickly generate content ideas, hooks, and even scripts tailored to your niche. However, a human still needs to read the text and ensure that it is in your brand voice and that the wording used is appropriate for your business.
2. Captions & Hashtags
Instead of brainstorming hashtags or drafting captions manually, AI tools can suggest optimised captions and trending hashtags that fit your audience.
3. Editing Support
We use AI-powered tools like Opus Clip, which can auto-cut long videos into short clips, add subtitles, and even suggest the best highlights. You still need to watch, listen, check captions, and update incorrect spelling choice made because AI didn’t quite pick up your diction.
4. Voiceovers & Music
AI can generate natural-sounding voiceovers and even recommend music based on mood/length. That means no digging around in audio libraries for hours.
5. Scheduling & Repurposing
Some AI-driven scheduling tools can auto-resize reels for different platforms (Instagram, TikTok, YouTube Shorts) and schedule them at optimal times.
Quality content takes time, but it doesn’t have to take your time. If you’re ready for content that looks professional, book a call with JMJ and we’ll handle the rest.
