“Video is the most engaging type of content on social media. On average, people retain 95% of a video message compared to 10% from text.” That stat alone should make you pause and think—are you really showing up where your audience is?
The truth is, video production isn’t just for polished commercials or big-budget brand films anymore. Social media has completely changed the game. It gives businesses a chance to step out from behind the curtain and actually show up in a way that’s authentic, personal, and trust-building.
Brand voice is an important part of social media, check out our post what is brand voice?
When we shoot larger commercial projects, the production is very controlled—lighting setups, scripts, and carefully rehearsed lines. That level of polish matters for TV ads, landing page features, and brand films.
But on social media? People want the real stuff. They want to see what’s happening behind the scenes at your business. They want to see your team laugh while moving a piece of equipment, or a time-lapse of your crew setting up a project, or even just you speaking honestly into the camera about a win or a lesson learned.
That kind of authenticity builds trust in a different way than big production video.
Here’s the thing: social media video content doesn’t just “look nice.” It drives real business value.
Legitimacy – Posting consistently shows you’re active, busy, and being hired. That alone is a litmus test for credibility. If you’re showing projects, clients, or even day-to-day progress, people assume you’re in demand—and they’re right.
Value sharing – A short talking-head clip where you share an insight can help potential clients before they’ve even spoken to you. Maybe they’ll DIY at first, but when they get stuck? They’ll come to the expert who’s been helping them all along—you.
Recruitment – Social video is also powerful for hiring. We’ve created videos for clients that directly attract applicants, and the same principle applies even to quick, authentic clips. If people can see your workplace culture, they’re more likely to apply.
Here’s where many business owners get stuck—they know video matters, but the logistics feel overwhelming. My advice? Start small but be intentional.
Batch record content: Spend one hour recording short clips and you’ll have enough for a month of posts. That’s a much better use of time than scrambling every day.
Invest in basics: Good audio equipment matters. Bad sound kills credibility faster than bad lighting. Apps like Filmic Pro can give you better control of your phone’s camera, and simple rigs like phone cages or gimbals make a world of difference.
If you want to learn more about building a brand online, check out our post how to use social media for business.Plan your goals: Decide if your focus is client trust, recruitment, or community awareness. Then brainstorm a few topics under each goal. That way, every video has a purpose.
Editing doesn’t have to be hard: Free or low-cost tools like CapCut, TikTok’s editor, or Instagram’s Reels editor can help you quickly cut and caption your content.
This is the big question. Yes, you can do it yourself—and many businesses should at least start there. But if you want bulk content, efficiency, and higher quality, working with a video production company that specializes in social media can save you hours and produce better results.
For example, when we film social media packages for clients, we often get a month’s worth of content in one session. We coach them on sound bites, capture behind-the-scenes footage, and align everything with their goals. That’s tough to replicate on your own, especially if you’re already stretched thin.
Check out our social media management packages.
Social media video production isn’t a “nice to have” anymore. It’s a direct reflection of your brand, your credibility, and your values. Whether you go full DIY with your smartphone or hire a crew for efficiency, the key is consistency and authenticity.
Show up, share your story, and don’t worry about being perfect. Because at the end of the day, video is about connection. And that’s exactly what your business needs to grow.