One of the most common things I hear from clients is “I hate video.” We all know that video performs well on social media, especially when that video isn’t just graphics or B-roll. You audience wants to connect with you and your team. They want a bit of the experience they get when they visit your business when they see you on social media. That might look like bits of advice from you or your team, behind the scenes looks at how you choose what’s in your shop, or the goings-on of your industry.
Video can be challenging for a lot of reasons. Many of us are convinced we just don’t know how to do it, yet we’ve all had high quality cameras in our pockets for years now that we casually use fairly frequently. We can get too in our heads about how we look or sound when recorded.
But once you start regularly incorporating video into your marketing you won’t be able to ignore the results. Posting one video per week (or at a frequency that works for you) with a quality content plan can help re-engage your audience and draw new people in as well. The key is consistency and quality. Posting here and there with no connected plan behind it won’t yield the same results.
My clients that have started regularly incorporating video content have seen direct results. It starts with comments, both online and in person. “Your videos lately have been so cute!” Or “Oh I saw that sweater in your video and had to come see it in person!” It’s always helpful to have that positive reinforcement that the effort was worth it and to know that the video actively brought a person to your shop. But then there’s also the hard data. One client has a single reel from 6 months ago that we worked on with her team that is still bringing in followers this month. That reel is making its way around social media and is still reaching new followers months after it was posted. It is consistently one of her best performing pieces of content in terms of new followers. It’s a reel that took maybe 15 minutes to do from idea to posting. It wasn’t a highly produced piece of content or anything overly polished. It’s just a reel of her staff sharing some hot takes about their craft. That same client has seen an increase in sales even during the retail uncertainty of 2025 that directly links to the way we’ve used our social media strategy to stay top of mind.
If you’re already posting some video content but it’s not performing the way you’d hoped, it’s time to investigate what might be missing. Does your video content have a human element behind it? Product videos can be super informative and help you to sell things, but only posting product videos without the human connection could be where you’re missing the mark. Try changing things up and sharing your brand story on camera, show yourself making your product if that’s something you can do, or film your staff talking about something relevant to your business.
Video is not an insurmountable hurdle for small businesses to clear to perform better on social media and drive sales to their business. Sometimes you need an extra set of hands and ideas to make it happen in a way that feels manageable. That’s where I come in!
If you’re looking for some help with video content for your social media, whether it’s showing up on Stories, making Reels, or anything in between and want to manage it yourself, Strategy Sessions can help! We’ll work together to plan your content strategy and come up with a clear plan of what to film and how to film it. If you want more tailored help with hands on filming, content creation, video editing, and more, you can reach out for a custom package!
