As a solopreneur and small business owner, your to-do list is a mile long. Creating video and posting it on your social media is probably the LAST thing that you feel like doing. Believe me, I get it.
When you think of Instagram Reels or TikTok your feelings may range anywhere from annoyed and terrified to interested, but too busy to figure out how to get started. Wherever you fall on this spectrum, I’m here to help!
Video doesn’t have to be scary. You can approach Instagram Reels in a way that works for you – with your schedule, available resources, preferences, and personality. The first step in demystifying reels is to establish some boundaries and to come up with a strategy that you can consistently deliver on.
To establish your video-related boundaries, ask yourself some questions. When and how do you want to show up online? Are you comfortable dancing? Pointing? How about lip-syncing? Do you want to make people laugh or are you more to-the-point? How much time can you realistically devote to making and editing videos each week?
When you have a good idea of where you want to start, let all the rest of the noise fade away. Don’t feel pressured to post every day if you don’t have the bandwidth. And don’t compare yourself with other business owners or try to recreate Reels that you’ve seen go viral.
In fact, FORGET ABOUT GOING VIRAL. Let go of the expectations of how many views, likes, and comments you want to get on your videos. At this stage, your only job is to SHOW UP and POST.
So now then…what are you going to post?
When faced with the entire world of reels possibilities, it’s easy to feel overwhelmed and paralyzed. But this might help…
There are basically two categories of Reels that small business owners should focus on creating: Evergreen content that tells people who you are and what you offer, and Trend-inspired videos that are adapted for your industry and niche.
When developing your small business Reels strategy, you should strive to create content that has a long shelf life – meaning that it can be posted at any time and will still be relevant months later. We call this “evergreen” content.
Think about ways to introduce yourself as the face behind the business, to highlight your products and services and their benefits to your ideal customer, to connect with your audience, and to provide useful insights and information about your industry in general and your business niche in particular.
Here are two types of evergreen reels that are essential for small business owners just getting started with short-form video. (And no dancing or pointing required!)
This is the simplest type of reel that I personally think is the easiest way for any small business owner to get their feet wet. The idea behind the talking head reel is simply you putting your face in front of your audience and providing them with useful information.
This can be done in the form of an introduction, some basic (or advanced) education relating to your field of expertise, sharing tips or mistakes to avoid, or providing insight into who you are as the person behind the brand. Telling your story is a powerful tool as a business owner, and this is a phenomenal way to tap into that power. The more relatable you are, the more people are drawn to you.
You can also use this format to answer FAQs or specific questions from your audience. This not only provides relevant education, but it can also help your audience feel seen and heard, helping to grow that relationship.
All in all, the talking head reel is all about you providing information and education because you are the expert in your field. This establishes you with your audience as an authority in your industry, and it builds credibility for you to talk about the products and services you offer.
These reels specifically highlight the products and services you offer. The format can be similar to the talking head reel, but the focus is specifically on your products and services.
This could be you talking about your product and demonstrating how it’s used, explaining your services, or discussing the benefits that your customers/clients experience when working with you. You can use these types of reels to build excitement for a new product launch, tell a customer’s story or client testimonial, or demonstrate how to book an appointment or make a purchase.
And remember, you don’t always have to be IN the video, talking directly to the camera. You can go the more advanced route and use your voice over some behind-the-scenes footage or include animated text over images.
Both styles can be equally as effective as long as you are describing your product and its benefits in a concise and easy to understand way.
Evergreen video content is the easiest type to create, once you get over the fear of showing your face on camera!
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With over 15 years of experience, I've worked with countless small businesses just like yours. I can provide you with the tools and resources that will help make marketing less overwhelming.