“We tried making Reels. It didn’t work for us.”
When marketing leaders tell me this, it doesn’t take long to figure out what happened. Usually what went wrong is one of these two things:
A failure to consider user behavior. Saying whatever the org wants to say without asking, what do users want to watch?
An overemphasis on platform behavior. Prioritizing trending audios and hooks without connecting them to the org’s actual goals and audience.
The way to avoid both is to start with strategy — then plan for the platform.
So in part 2 of this 3 part series, we’re covering:
Strategy frameworks that make video worth the effort
Video hook templates you can adapt to your strategy
The only gear and tech specs you need to get started
How to make videos that serve your mission
You can’t create a good Reel without knowing who you’re speaking to.
At least not reliably. Algorithms aren’t just pushing video. They’re selecting content that gets specific people to stop and think, “oh, this is for me,” then serving it to others who fit a similar profile.
That’s why each piece of content should start with a creative brief that answers these questions (rather than, “let’s make a video”):
Who are we trying to reach?
What do they care about?
What do we want them to feel or do?
What is the single most persuasive idea at the core of this message?
What stories do we already have access to?
Is video the best format for that message?
→ Audience archetypes and psychographics should already be documented in your social strategy. That way, your team isn’t reinventing the wheel with each brief, but referring back to an established source of truth.
But wait… should this really be a video?
As I’ve said before, not everything needs to be a video. The decision to film should stem from what serves your message, your goals, and your audience.
So before your team starts rolling tape, take another look at the creative brief and consider the following:
#1 - Is there movement, process, or demonstration involved?
HELL YES TO VIDEO IF:
You’re walking through steps, or how something works (software or a tool)
You’re showing a process, transformation, or before/after
The location is the point (touring a soup kitchen, warehouse, etc.)
The hook depends on movement in the first 1-2 seconds
Obviously, video also works well when you’re telling, not showing — talking heads are popular for a reason. But to give your Reel the best shot at capturing attention, do something to make it more dynamic, like planning a visual hook, cutting to b-roll, or adding in image overlays.
→ Stay tuned: We’ll talk more about this in part 3 of this series.
#2 - Is the content “of the moment”?
GOOD VIDEO CANDIDATES:
Timely takes and quick POVs or reactions
Responses to trends, questions, or conversations
Evergreen topics often make for great videos, too — and timely takes can work well in other formats — but there’s just something particularly sticky about the combo of real-time relevance and video.
#3 - Does tone or nuance really matter here for getting the message across?
YES TO VIDEO IF:
You need warmth, reassurance, or context
You’re introducing something new or potentially confusing
You want to build trust or human connection
Relatability and authenticity matter more than accuracy
Our body language, facial expressions, and tone can communicate as much as our words. So when emotional resonance is critical, put a human in front of the camera.
CONSIDER A STATIC POST INSTEAD IF:
Precise wording and total accuracy matters more than tone
Legal is going to review and request a million retakes
The message needs to be easily searchable
People often misspeak in subtle ways even if the content is correct overall. (Consider how transcripts are often practically unreadable.)
#4 - Does this need to be consumed quickly?
VIDEO WORKS BEST WHEN:
The core message fits in under 60-90 seconds
You want someone to grasp the idea without reading
You’re trying to just give someone the gist, not turn them into an expert
Lengthy and complex topics can do well in video form, but require a careful approach to pacing, visual cues, and narrative tricks to hold attention. Otherwise, they need to be chunked into multiple videos so the message is more digestible.
#5 - Who is the audience, and how do they prefer to learn?
VIDEO IS A GOOD FIT WHEN:
The audience’s learning style skews visual or auditory
You’re supporting learners with different reading levels
AND the content is educational or instructional
DELIVER THE INFO ANOTHER WAY IF:
The audience needs documentation or additional resources
Accessibility requires detailed written alternatives
You can’t produce or link out to those alternatives easily
The content must be translated or localized extensively
Attainable video styles to try (with examples and templates)
You have .02 seconds to earn your audience’s attention before they scroll away.
That means your videos need to have a good hook and a compelling format. Need some inspiration? Take a look at these examples. I’ve turned each one into a hook template you can plug in with insight from your strategy.
✔️ Impact stories
Showing your work in action and highlighting the outcomes.
Do you ever wonder what happens [ with this thing your audience cares about? ]
Example from North Texas Food Bank.
[ Specific benefit happened ] thanks to [ program or service. ]
Example from University of Iowa Healthcare.
I received a life-changing [ impactful service you provide. ]
Example from NDSS.
Why is this [ thing your audience cares about ] so much [ healthier, more successful, more improved ] than [ this one ]?
Example from Tree People.
✔️ Educational content
Teaching people about the problems you solve, or how to achieve their goals.
Here’s a trick for [ achieving something your audience cares about. ]
Example from Sunny.
[ Current problem ] is an [ established problem your audience cares about. ]
Example from Amnesty International.
[ The thing your audience wants to do ] starts with [ the way your org solves the problem. ]
Example from Notion.
What you need to know about [ the thing your audience cares about. ]
Example from Tia Health.
✔️ Behind-the-scenes & community spotlights
Introducing key people, new features, or the thinking behind your work.
[ Thing your audience cares about ] just became possible.
Example from Shopify.
Meet one of our [ partners who does something our audience cares about. ]
Example from We Don’t Waste.
Day-in-the-life of a [ program participant or job title. ]
Example from Black Girls Code.
My name is [ name ] and I love working at [ your org. ]
Example from Homeboy Industries.
The only gear and tech specs you need
Algorithms select for relevance above quality.
But there is a bar for production value that makes your org seem legit and your content easy to consume. The good news is, it’s a pretty low bar.
Here’s what I typically recommend starting with:
A smartphone made in the last 3-4 years. Newer iPhones — especially the pro models — and Android devices have remarkably sophisticated cameras. You don’t need a DSLR.
A simple tripod with a phone mount. This is non-negotiable. Shaky footage screams amateur hour more than anything else. Even a small tabletop tripod can transform your production quality.
Natural light or a ring light. If you’re going to be doing a lot of talking head videos, a ring light produces consistent, flattering light. Nothing looks better than natural light, though.
Wireless lavalier microphone system. Built-in phone mics pick up echo and room noise — a lav mic clipped to someone’s collar will make you sound like you know what you’re doing.
Optional: A gimbal stabilizer ($100-150). Skip this initially. Most phone cameras have a video stabilization feature, so you can use that. But for walking shots or dynamic movement, this helps.
→ Before any real shoots, start with a tech rehearsal in the location you plan on filming. That way you can check for lighting issues, audio problems, and distracting background noise.
And here’s a little something to help…
In part 1 of this series, I suggested you provide your team with a tips & tech sheet for filming. I’ve gone ahead and created that sheet for you to download, share, and print. Get it here.
Next, refine your production for quality and quantity
You don’t need the best videos, and you definitely don’t need the most videos.
But you do need to consistently put out videos that reflect the competence and legitimacy of your organization. And that requires both quality standards, and sustainable workflows.
In the final part of this series, we’ll cover what separates good smartphone videos from bad ones, pre-production tips to boost quality and streamline your operation, and simple post-production moves that help you earn more views.
Until then,
P.S. Don’t forget to grab your tips & tech sheet!
