Boost Your Business with Short Form Video Content

As we near the end of 2024, marketing—especially through social media—is more important than ever. It’s not just about getting your name out there but about making a genuine connection with people. At the end of the day, people are more likely to buy from a business they know, trust, and feel a connection with. And where do they build that trust? Often, it’s through their phones, scrolling on social media apps. If you’re not posting content regularly, you’re likely “out of sight, out of mind.”

The goal of marketing isn’t just to sell but to create a sense of trust and familiarity. One way to do this is by showcasing the people behind the business. People want to buy from other people, not faceless companies. So, sharing the faces, stories, and processes behind your business can make a big difference in building that trust.

We hear this a lot, but it doesn’t matter as much anymore. Social media algorithms have changed. Until recently, social media worked a lot like email: you’d amass a list of emails or followers, and when you posted, a portion of those people would see it. This has changed significantly and will continue to evolve. You no longer need a huge follower base for your content to be seen.

You can post a video today, and if it’s good enough, it could be seen by thousands—even millions—of people.

And here’s the great news for our industry: you’re not selling a $49 product where you need thousands of customers. We’re selling a service that’s priced much higher. You might only need 10, 5, or even just 1 new client to make a big difference.

At Foxy, for example, just ten of our top agents account for about 25% of our work. That’s around 300 installs a year! So while going viral is exciting, it’s not the ultimate goal. What matters is reaching the people who need your services.

When it comes to creating content that people will actually want to engage with, the key is making it relatable, practical, and sometimes just a bit of fun. Let’s dive into these three categories and break down how to come up with ideas and get started.

1. Relatable Content

Relatable content connects with your audience on an emotional level. It makes them feel seen, understood, and creates a sense of connection. This type of content can be anything from motivational quotes to personal stories or even showcasing everyday struggles your audience can identify with.

Example: Think about the emotional process of selling a home. You could post a video with a caption like, “Letting go is hard, but your home can be the perfect beginning for someone else’s story—let’s help them see it.” This taps into the feelings many homeowners have when selling, and it’s something people can easily relate to and share.

2. Practical Content

This type of content is all about adding value. Share tips, advice, or how-tos that your audience can use immediately. In staging, you might share a quick video like “3 tips to make your home more appealing to buyers.” This positions you as the expert and gives people something they can take away and use.

Example: Film a quick behind-the-scenes video of you setting up a room, add text with some helpful staging tips.

3. Funny Content

Everyone loves a laugh, and humour is one of the best ways to encourage people to share your content. Whether it’s a behind-the-scenes blooper reel or a light-hearted take on a common problem in your industry, adding a little fun to your feed can make a huge impact.

Example: Show the funny side of your business. Maybe you film a short clip of team members struggling to move a large piece of furniture, and overlay it with a humorous caption like, “When the couch is heavier than it looks, but the show must go on.”

Note that not all content will fall into one of these categories and some content will span across multiple categories. This is just one framework to think about creating content.

If you’re feeling overwhelmed, remember you don’t have to be on camera for every post. Start with what’s comfortable:

Record simple, short videos with trending music and text overlays. This could include short videos of you styling a coffee table, typing on your computer or talking to a team member.
Use a mix of face-to-camera videos, behind-the-scenes moments, and practical advice posts to build variety.
Make sure to use captions! Around 50% of people watch videos without sound, so it’s important to have readable text on your posts.

Keep your content simple, intentional, and always think about what will resonate with your audience. Whether it’s relatable, practical, or funny, focus on providing value, and you’ll build trust and engagement over time.