No matter what type of business or organization you're running, people are seeing you online long before they ever pick up the phone or walk through the door. They’re judging you by what they see, hear, and feel — and often, that happens through video.
So, let’s talk about how to actually make that work. Not by chasing trends or viral moments, but by building something real and consistent. Something that reflects your brand.
No matter how great your reputation is in your community, your online presence has to back it up. Because people who’ve never met you are forming opinions about your business every day — just from what you post (or what you don't.)
That means every video, every clip, every caption… it all adds up. You’re showing potential customers who you are, whether you realize it or not.
You have the opportunity and responsibility to decide what that looks like. Are you polished and professional? Are you approachable and easy going? Are you a staunch and serious expert?
Social media gives you the chance to show it — not just say it.
There's more to it than production - check out how to use social media for business!
Everyone wants a post to blow up. But truthfully? Chasing virality is like buying a lottery ticket. You might win once, but it’s not a business strategy. You could get a million views from people who will never buy a thing from you.
Instead, focus on what does work: providing value.
Value means giving people a reason to stop scrolling. A reason to interact. A reason to think, “This person actually gets it.”
And there are two primary ways to do that on social media — education and entertainment.
Educational videos are my personal favorite, and they're the way that I choose to position my brand most of the time.
They let you show off your knowledge, build trust, and prove that you actually know what you’re talking about — without being pushy.
An extreme example of this could be a landscaper who posts a video showing the viewers how to build a patio. At face value, that seems counterintuitive. That landscaper might wonder if they're losing business by giving away trade secrets.
But that’s not how it works.
The people who try to DIY it were never going to hire out anyway. The ones who do want a professional will now think of you first — because you just showed them you're the expert.
That’s the magic of educational content. You’re not giving away your business; you’re giving away confidence. You’re showing integrity, and that builds authority faster than any ad ever could.
Now, if education builds trust, entertainment builds connection.
People like to laugh. They like to be surprised. They like seeing a human side to a business.
That doesn’t mean you have to post silly dances or turn your brand into a comedy account. It just means you might want to let your personality breathe.
An extreme example of entertaining social content is Wendy's. A massive company with a lot to lose, and they treat their social media like it's an absolute joke - and people love it. I'm certainly not advocating for that, but it's a great case study for anyone who is concerned about losing business by showing too much personality in their brand.
Find your version of that. Maybe it’s quick behind-the-scenes clips. Maybe it’s lighthearted team intros. Maybe it’s showing the funny moments that happen on a job site.
The point is: entertaining content reaches more people, while educational content speaks to people with higher buyer intent.
Use both if you can.
Let’s be honest — consistency is the hardest part for most businesses.
Creating good content once is easy. Doing it week after week is where most people fall off.
That’s also why a lot of our clients hire us to help with social media video production. We can batch film a month or two of content in a single day, write the captions, and schedule everything. It saves them hours every week and peace of mind.
But if you’re doing it yourself, here’s what I recommend:
Set aside time. Literally block it on your calendar.
Plan ahead. Make a simple content calendar.
Start small. Use your phone. You don’t need a big setup.
Focus on value, not polish. People care more about what you say than what camera you use.
Be patient. Growth takes time — but it compounds.
Momentum is real. Once people start engaging, it grows faster than you expect.
Check out some more tips for businesses that use social media.
Here are a few simple formats that work well for small businesses:
Talking-head videos: Share tips, explain a concept, or answer a common question in your industry.
Behind-the-scenes clips: Time-lapse a project or show your process. People love transformation videos.
Team introductions: “Hi, I’m Mike, I handle installs at ABC Electric.” Quick and personal.
Culture moments: Show who you are outside of work — hobbies, team lunches, community involvement.
Client testimonials: Ask happy customers to record short selfie videos about their experience.
Mix in some photos or graphics, sure — but video should be the backbone. It’s what people stop for.
If consistency is a concern for you, you can learn how to outsource social media management here.
Social media video production isn’t about perfection — it’s about presence.
Show up. Be consistent. Be helpful.
When you use video to teach, entertain, and connect, your brand stops being just a name on someone’s feed. It becomes familiar. Trusted. Human.
And that’s when the real magic starts to happen — not because you got lucky with an algorithm, but because people genuinely care about what you have to say.
If you're looking for more help producing video content for social media and managing your accounts, I encourage you to check out our social media management packages.