Thousands of potential customers browse Instagram Reels, Tiktok and other video platforms every day – eager to see behind the scenes a favorite hairdresser, home artist or chef. Hubspot reports that people have doubled their online video consumption in just four years. In order to reach customers where they scroll, small business owners need to join the trend.
Anne Fair, Yelp’s San Diego community manager, has made over a hundred Instagram videos, with nearly three million views. A self-taught content creator, she has discovered key methods for running Instagram’s algorithm, keeping followers engaged and growing a library of evergreen content.
Below, Anne shares four tips for business owners to improve their video performance on social media.
You don’t have to have expensive equipment to succeed on social media. Anne recommends the following tools to help create video content:
- Basic tripod that can wrap around objects
- Small lightbox to complement when shooting in low light
- Video editing apps like InShot (free) and Mojo ($ 9.99 / month)
- A planning tool like Later or Plan to help you organize your publication
2. Strive for consistency, not perfection
As a business owner, you may not have the extra time or energy to create content. It can be tempting to post periodically when you find this gem on a roll on Instagram. But according to Anne, the algorithm gives priority to consistency over perfection.
This means that a bad video will not hurt your commitment. Instead, treat each post as a quick snack for the user. “[Videos are] just digital popcorn, “she said.” If you roll over and eat a bag of popcorn and it’s slightly burnt, you won’t just throw away the whole bowl and say, ‘I’ll never eat popcorn again.’
Meta, the umbrella company for Facebook and Instagram, reports that the average duration of attention for some content on its platforms is only 1.7 seconds on a mobile device. As you create your content strategy, take the pressure off by reminding yourself that viewers aren’t looking closely at your videos.
Professional advice: Anne recommends saving your videos for 15 seconds or less.
3. Be content with what you are already doing
Posting constantly requires a lot of shots, but you don’t have to work hard to set up photos. Business owners now have rich content at their fingertips. “You have more content than you think, especially as a business owner at Yelp, ”said Anne. “You can see what content people want and create content around it.”
Some of the best social media opportunities lie in what business owners see and do every day: behind-the-scenes footage of a chef at work, a 15-second video introducing a new product before and after a kitchen haircut or remodel. the possibilities are endless.
Anne recommends looking at your reviews on Yelp to determine which aspects customers love the most in your business, such as a popular dish or service, and highlight them in your videos. To stay organized, it offers to store all photos of videos you or your staff make in a shared folder or content library. This way, you always have access to evergreen content, even if you decide to outsource your social media.
4. Don’t emphasize commitment
Engaging with your followers is a great way to increase your performance, but you don’t have to rediscover the wheel. Instead of trying to find the perfect combination of hashtags, be simple: Respond to your followers in the comments or encourage viewers to tag a friend by offering discounts or freebies.
Above all, make sure you prioritize work-life balance. Checking notifications and customer responses can be helpful, but it’s good – and healthy – to check at the end of the day.
“If you’re an open-ended business, I’d probably be a little more up to date [business] hours, “said Anne. “But after hours, hours after hours, nothing will be urgent.”
Edited by Emily Moon and Jenna Spray
These lessons come from an episode of Behind the review, the weekly podcast of Yelp & Entrepreneur Media. Listen below to hear from Elizabeth, or visit the episode page to read more, subscribe to the show, and watch other episodes.
The information above is provided for educational and informational purposes only. It is not intended to replace professional advice and may not be appropriate for your circumstances. Unless otherwise stated, references to third party links, services or products do not constitute endorsement by Yelp.