Video content is the social media sweetheart today. As algorithms favor active content more and more, professionals and brands alike find themselves getting pulled towards video as a way of connecting with their publics.

The power of video is its speed and depth of storytelling. While static pictures or words may be able to convey a moment, video delivers tone, feeling, and narrative in one seamless movement. Videos also provide the opportunity for face-to-face connection—even from a distance—which makes your brand relatable and builds trust quicker than any caption ever can. But with shrinking attention spans and increased content in the mix, press record won’t cut it anymore. The production process of making videos can be the difference between a scroll past and a follow.

Knowing Your Audience and Platform

One of the first things to consider before you even roll the camera is what platform you’re making it for. Each platform, whether Instagram, LinkedIn, TikTok, YouTube, or Facebook, has a culture, set of assumptions about who you’re talking to, and mode of video. A vertical, informal video may be perfect on TikTok but look out of place on LinkedIn. A how-to or expert advice, however, may play well on YouTube or as a quick Instagram Reel.

You need to understand what your people want. Your LinkedIn followers who are following you may be waiting for updates from the world or peeks into how you operate. Your Instagram followers may await rich visuals, somewhat more light-hearted and puffy in nature. Sending out separately for each platform gets the message out there and has folks coming back for more.

Planning for Impact

There is always a great plan behind a viral video. While others do things in an ad-hoc manner, business pages fare better if there is a content calendar and message. Think about what narrative you are going to use—be that to define an offer, color a client success story, or provide guidance—and stick with that narrative throughout the duration of the video. Brief videos need to be scripted as well. Pleading your case with an introduction, establishing value in the middle, and closing with an unstated call-to-action will hold audiences’ attention the entire time.

Designing your video’s look when designing its content won’t do any harm, either. A messy or distracting background detracts from your message.This is where tools that let you remove background from video can come in handy. By eliminating distractions, you place all of the viewer’s attention on the topic—you or your product—and that makes it more sophisticated and professional.

Quality Matters More Than You Think

Authenticity is always the end aim on social media, but quality matters just as much—and especially for entrepreneurs. Attendees would like to watch, interact with, and repost high-quality, nicely lit, sharp-sounding, and presentable content. Not necessarily going to cost you a fortune, either. Natural lighting, an inexpensive smartphone camera with no-frills features, and a relatively quiet room are possibilities.

Video quality is also preserved by the editing. Cutting out filler, captioning, and the use of smooth transitions preserve the momentum and interest of the audience intact. If you are appearing on camera, pay attention to your background. Again, you can remove background from video to have a cleaner visual background or overlay yourself over branded graphics or slides.

Telling Stories that Resonate

The greatest videos always come with the best story. People are drawn to personal, real, and emotional stories. When you upload a personal battle, an unbelievable win, or a behind-the-scenes of what you do, you’re allowing your audience in. And that creates emotional connection, and that creates more engagement and growth.

Think about how your brand values, milestones, or challenges can be rewritten as a story. Even instructional content will be more engaging when presented within the context of a story—perhaps by telling how you learned a tip or how a customer was assisted by some advice. Storytelling causes content to stick and is more likely to influence viewers to recall and share your video.

Consistency Builds Recognition

You don’t need to go viral overnight. Rather, focus on showing up consistently with awesome content. This builds comfort and confidence in the long term. Post once a day, once a week, or every other week and pick a frequency that suits you and stick to it. Your people will begin to look forward to your content, and expectation is a powerful lever.”.

Consistency also applies to your brand tone and appearance. To have consistent tones, colors, or even intro animation makes your videos look professional and welcomingly familiar. Brand consistency makes you simpler to remember in the feed and makes new viewers accustomed to expecting the same when they begin subscribing to your page.

Engagement Doesn’t End After Posting

Most of your video content’s development comes after you’ve streamed live. Engaging back with your viewers, posting on your stories or newsletters, and cross-promoting it on other platforms can all breathe new life into it. Encourage viewers to comment with what they’re thinking, reply to questions, or even duet or remix your video if the platform allows it.

Use your analytics to see what’s working. Which videos hold attention the longest? What topics get people talking? This data can inform your future content and help refine your strategy. Over time, you’ll begin to see patterns that point to what your audience values most.

Conclusion

Creating compelling video content is not work. It’s a growth strategy that deepens your connection with your audience and anchors your online presence. With dedication to value, authenticity, quality, and consistency, your business page won’t just grow—it’ll thrive.

So whether you’re starting from scratch or refining your video approach, lean in on creativity. Experiment with new formats, play around with how to remove background from video programs, and just keep listening to what your community is responding to. The path to growth is paved with experimentation, learning, and being your most authentic self—both on and off camera.

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