Short vertical video has become the main format on almost every platform. Not because it is fashionable, but because the algorithms show it to people who do not follow you yet. A photo reaches the people who already know you. Video reaches new ones.
How much you actually need
Two to three videos a week is plenty for most companies. Sustaining that rhythm for six months matters far more than volume. A company that posts twice a week for half a year almost always beats the one that posts daily for a month and then disappears. Two a week for six months is around 52 videos, and at that volume you can see which topics work instead of guessing.
Count the time honestly too. One filming day a month is around six hours, editing is 30 to 45 minutes per video, and publishing plus replying to comments is around two hours a week. If that time is not in the calendar, the plan will not happen no matter how good it looks on paper.
Film in one day a month
Do not try to film every day. Set aside one day a month, prepare ten to twelve topics, change clothes a few times and shoot everything in one go. Editing and publishing happen separately. That turns video into a planned process instead of something that demands inspiration every morning.
Equipment is not the point. A recent phone, a window as the light source and a clip on microphone are enough. Bad audio drives people away faster than a bad picture. The first three seconds decide everything, so open with a claim or a question, not with a greeting and your company name.
Before the filming day, write one sentence per video about what the viewer will learn and one sentence for how it ends. Without that, the tenth video usually repeats the first. In one day you can realistically shoot 10 to 12 videos if the topics are written in advance, and only 3 or 4 if you invent them on the spot.
What to show
- Answers to the questions clients ask most often.
- The process behind the work, from start to result.
- Mistakes people make in your field and how to avoid them.
- A real result with a number, or a before and after comparison.
- The people who work at the company, because they build trust faster than a product does.
For a local service the before and after format works best. For a barbershop such as kehrisbarbershop.lv, one 15 second clip of a finished cut with a booking link in the profile does more than a long post about the service list. For a product bought rarely and at a higher price, setting and use work better, as you can see at rebornsaunas.com.
What to measure
Follower count is the worst metric, because it says nothing about sales. Look at completion rate, saves and comments. Completion tells you whether the video is good enough. Saves tell you whether it is useful. Comments tell you whether it touches people. When those three grow, everything else follows.
A rough benchmark: if more than a third of viewers finish a 30 second video, it is a good one. If more than half leave in the first three seconds, the problem is the opening, not the topic. Once a month sort your videos by completion and make three more about whatever sits at the top.
A six step rhythm
- Write down the 12 questions clients ask most often.
- Put one filming day a month in the calendar, six months ahead.
- Shoot all 12 videos in one day, changing clothes and background.
- Create one caption style and use it on every video.
- Publish twice a week and answer every comment within the first hour.
- Check completion and saves monthly, then repeat what works.
Consistency before creativity
Video works better when it looks like yours. The same colours, the same caption style, one visual character. We cover that in Brand design and consistency. If you need help producing content, take a look at our services or write to hello@polaroaks.com.