Businesses that Use Social Media: What You Should Know

How Small Businesses Can Win with Video: Focus on Quality First, Consistency Second

The other day, Colby and I were having one of those "we should be recording this" conversations — the kind that starts with a question about business and somehow ends with us talking about the iPhone, social media, and why people scroll past most of what you post.

We were talking about how much things have changed in the last 10–15 years. Since the iPhone hit in 2007, our whole world has shifted into what people call the "attention economy." Translation: everyone’s staring at a screen, all the time, and businesses are all fighting to show up on that screen.

So here’s the question we kept circling back to: What actually works for small businesses using social media in a DIY capacity?

Not looking to DIY? Check out our Social Media Management Packages and let us help!

The Problem with Content Today

We both agreed on something: social media is full of throwaway content. You know the type — quick clips, recycled trends, content for content’s sake. And while there’s a place for that kind of stuff, especially in a fast-scrolling world, it doesn’t always move the needle for a business.

Colby made a great point — there are really two camps when it comes to social content: the quantity camp and the quality camp. The quantity folks say, “Post every day. Just get stuff out there.” The quality folks say, “Make it good, or don’t post at all.”

The truth is, both have a point. But if you’re a small business without a marketing team, trying to pump out 10 posts a week can lead to burnout fast. And the real risk? You post so much, none of it actually connects.

Why Quality Comes First

When we work with clients, we always start here: What’s worth saying? Before you worry about how often you post, focus on what you’re posting. A single video that tells a real story, shows your personality, or gives your audience something useful will always go further than ten filler posts.

Colby shared a story about a client who thought they needed to post 3–5 times a day. We asked, “Why?” They said, “Because that’s what the algorithm wants.”

Shifting focus from what we think we need to share versus what prioritizing things that will help our clients is an extremely important part of understanding your social media strategy as a business.

Authentic Beats Polished (Sometimes)

Here’s where it gets interesting: you don’t always need a polished, $10,000 video to make an impact.

Some of the best content we’ve seen lately? Shot on a phone. Someone talking to camera. Real, unscripted, personal. Businesses that use social media this way in the beginning can really keep their costs to a minimum while focusing on their relationship with customers.

It works because it feels honest. No fancy lighting, no studio. Just you, talking about what you do and why you do it. That kind of authenticity builds trust — and trust leads to clicks, calls, and customers.

Of course, there’s still a place for high-production video - we obviously film plenty of big production video projects for our clients. But even those big projects work best when they’re grounded in a message that’s clear, honest, and human.

Interested in seeing what else you can do with video? Learn How to Make Video Marketing Work for you!

So What Should You Do?

If you’re a small business owner trying to figure out what to post, start with this:

• Pick one story you’re proud of — a customer win, a behind-the-scenes moment, something that shows what makes your business different.

• Film it simply. Use your phone. Use natural light. Keep it real.

• Post it, then watch how people respond.

• Once you’ve got that down, build consistency — aim for once a week, then work up from there.

Consistency is important. But quality — what you’re actually saying — comes first.

Final Thoughts

Social media doesn’t have to be overwhelming. You don’t need to dance, trend-chase, or post 7 days a week to stay relevant. You just need to show up with intention.

Start small. Say something that matters. And when you’re ready to go big, we’re here to help you make it look amazing.

If you’re not sure where to start, reach out. Sometimes one conversation can turn into a story that really sticks.