When to bother.
WHY PLATFORMS FAVOUR IT
Most platforms currently give video more reach than static images.
That is a reason to consider it, not a reason to make bad video.
WHAT WORKS
Showing a process Demonstrating a product Answering a question to camera Before and after, in motion
Short. Most viewers stop within seconds.
WHAT IS NEEDED
A phone, decent light, and clear audio.
Audio matters more than picture quality. Poor sound loses viewers faster than poor video.
CAPTIONS
Most people watch without sound. Captions are essential, not optional.
Platforms generate them automatically; review them, since automatic captions are frequently wrong.
WHAT NOT TO DO
Make video because the platform favours it, with nothing to show Copy formats that do not suit your business Spend hours editing
THE HONEST POSITION
If you have something worth showing, video shows it better than a photograph.
If you do not, video does not create it.
FOR TRADES AND MAKERS
Process video is genuinely compelling and costs nothing but the habit of filming.
