Do people watch?
Watch time is the most important signal. The first two seconds decide whether people stay.
Free social guide for businesses
Video content that brings customers. Your channel kickstart.
Everything we cover with clients before their first shoot day: positioning, content pillars, hooks, formats, equipment and a plan for the first 30 days. Ready to use, even without an agency.
Instagram, TikTok, LinkedInMade with a smartphoneAbout 15 minutes to read
01 · Foundations
What platforms reward
Instagram, TikTok and LinkedIn first show your video to a small group. If they react well, it earns more reach. Three signals matter most.
Do people share?
A video shared by DM is considered especially valuable.
Do people save?
Tutorials, checklists and tips earn the most saves.
The good news: follower count barely affects the reach of one video. Every new video gets a fresh chance.
02 · Positioning
Three questions before you film
Most business accounts do not fail because of the camera. They fail because nobody knows who the channel is for. Answer each question in one sentence.
Who do you want to reach?
Be specific. Think of your best customer from the past year.
Weak: homeowners. Strong: couples aged 35–55 who bought an older home and want to renovate the bathroom.
What problem do you solve?
Describe life before the purchase: what frustrates, worries or costs time?
Example: fear of hidden costs and a project running weeks late.
Why should they buy from you?
What can you do or show that others cannot?
Example: a fixed price before work begins and a team with 20 years of specialisation.
The test: after three videos, a stranger should be able to say what your account stands for and who it is for.
03 · Content pillars
3 to 4 topics you return to
Fixed topic areas eliminate the daily question: what should we post? Choose your industry for tailored examples.
Knowledge & tips
What customers should know about care, mistakes and materials.
Projects
Site updates, before/after and process time-lapses.
The team
Introduce apprentices, experts and the people doing the work.
Transparency
Explain prices, timing and the process honestly.
10 video ideas to start
- 01What does a new bathroom really cost?
- 023 renovation mistakes that cost money
- 03Before/after: old kitchen in five days
- 04How to spot a reliable contractor
- 05A day with our apprentice
- 06The tool we use every day
- 07Why can a quote take two weeks?
- 08Myth: you cannot tile over tiles
- 09Customer asks, expert answers
- 10Never do this yourself
Your homework: write down ten ideas per pillar. Everyday customer questions are almost always the best topics.
04 · Structure
The anatomy of a good reel
These five parts turn any topic into a short video. Aim for 20 to 45 seconds.
- 1
Hook · 0–2 sec
Stop the scroll
A sentence and an image that create instant curiosity.
- 2
Context · to 6 sec
Why keep watching?
One sentence explains what the viewer will get.
- 3
Content · the core
The real value
A tip, process or story, short and specific.
- 4
Payoff · reveal
Deliver the promise
Show the result, before/after or answer.
- 5
CTA · final sec
One action
Follow, save, comment or ask by DM.
Example script · Painting businessabout 30 seconds
HOOK
We see this mistake in almost every home.
Close-up: paint peeling from a wall.
CONTEXT
And it doubles your painting work in two years.
Painter looks into camera.
CONTENT
The wall was painted without primer. Test it yourself with adhesive tape.
Real-time close-up test.
PAYOFF
With primer, the same wall lasts ten years or more.
Before/after split screen.
CTA
Save this for your next renovation.
On-screen text: Save.
05 · Hooks
The first two seconds decide everything
A strong hook works through speech, text and visuals. Use these templates as your starting point.
Spoken
The first sentence starts immediately and promises something.
Written
The same hook appears as readable on-screen text.
Visual
Show movement or a result in the first frame, never a static shot.
01The most common [topic] mistake we see every week:
Example: The most common painting mistake we see every week.
02What no [profession] tells you about [topic].
Example: What no car dealer tells you about lease returns.
03What does [service] really cost? The honest answer.
Example: What does a website really cost? The honest answer.
04Stop [common habit].
Example: Stop washing your pan with dish soap.
05This is what [result] looks like after [time].
Example: This is what a wooden floor looks like after 20 years of proper care.
06[Number] things I wish I knew before [activity].
Example: 3 things I wish I knew before opening my café.
07POV: You are [customer] and [typical situation].
Example: POV: You are the client and the floor is still not dry.
08We tested [unusual thing]. The result:
Example: We tested 5 power drills. The result:
09If you have [situation], watch this.
Example: If you bought an old house, watch this.
10Myth or fact: [common belief]?
Example: Myth or fact: warm up your car in winter?
You or formal address? Choose once and stay consistent. A casual voice is common on Instagram and TikTok; LinkedIn is mixed.
06 · Formats
The 5 core formats for businesses
These five formats are easy to shoot, need no actors and work in any industry.
Format 1
Before / After
Ideal for: Trades, cleaning, hair, gardens, automotive, renovation
Shows the result without advertising and works without sound.
How to structure it
- 1Show before for 1–2 seconds
- 2Use short process clips
- 3Hard cut to after
- 4Explain the result and timing
Hook template[Result] in [time]. Here is how it looked before.
Pro tip: Mark the camera position so the after shot matches exactly.
Format 2
The customer question
Ideal for: Every industry, especially practices and services
Answers what prospects search before they contact you.
How to structure it
- 1Show and say the question
- 2Answer in one sentence
- 3Add a reason or example
- 4Invite the next question
Hook templateA question we get every week: [question]
Pro tip: Collect every question from calls, email and your shop for one week.
Format 3
Mistake list
Ideal for: Trades, consulting, automotive and property
People want to avoid mistakes. This shows experience without boasting.
How to structure it
- 1Hook with a number and consequence
- 2Explain mistakes 1 to 3
- 3Save the worst for last
- 4Ask viewers to save
Hook template[Number] [topic] mistakes we see every week.
Pro tip: Stay helpful and never make fun of customers.
Format 4
Myth or fact
Ideal for: Health, automotive, food, finance, home and garden
Corrects misconceptions and naturally invites comments.
How to structure it
- 1State the claim as a question
- 2Pause for one second
- 3Explain the answer
- 4Give a practical tip
Hook templateMyth or fact: [common claim]?
Pro tip: Turn it into a series with the same opening and design.
Format 5
5 tips
Ideal for: Every industry
Instantly useful advice makes this format especially saveable.
How to structure it
- 1Open with a clear benefit
- 2Number tips on screen
- 3Save the best for last
- 4Ask viewers to save
Hook template[Number] tips to achieve [desired result].
Pro tip: One sentence per tip. Three strong tips beat five average ones.
Once these five work: 3 formats for later
How it is made
Show the process behind the product or service with natural sound.
Current projects
What the company is working on right now: take your followers along on ongoing projects and decisions.
Meet the team
Employees share their workday — useful for trust and recruitment.
07 · The shoot day
Shoot one day, post for weeks
A prepared shoot day produces 15 to 20 reels and lasts longer than filming spontaneously every day.
Morning
All talking scenes
People are freshest on camera in the morning.
- Work through scripts
- Record every hook three ways
- Change tops occasionally
Midday
B-roll & process
The pictures layered over the spoken text.
- Hands, details and tools
- Match before and after shots
- Hold every shot for 10 seconds
Afternoon
Team, customers, spontaneous
The relaxed part once everyone is warmed up.
- Short team introductions
- Customer testimonials
- Answer questions spontaneously
Pre-shoot checklist
- Scripts ready
- Hooks written
- Shot list ready
- Locations chosen
- Team informed
- Phone storage free and charged
- Microphone charged and tested
- Lens clean, 4K and 9:16
08 · Equipment & editing
Your smartphone is enough. Really.
Viewers forgive a simple image, but not bad sound. Invest in audio first, then light, and camera last.
Sound
Use a wireless phone microphone and choose a quiet room.
Light
Face a window; never put the window behind you.
Camera
Main camera, clean lens, 9:16 and eye level.
Tripod
A simple tripod keeps the shot stable.
6 editing rules
Free apps such as CapCut or Edits are enough.
- 1Remove every pause
Cut breaths, filler words and run-ups.
- 2Start with the hook
No intro and no logo.
- 3Always use captions
Large, readable and away from the bottom edge.
- 4Change the picture every 2–3 seconds
Use zoom, B-roll or on-screen text.
- 5Keep music quiet
Barely audible under speech and properly licensed.
- 6As short as possible
Remove everything the video does not need.
Check before uploading
These five points give the video a real chance.
- 1Watch without sound
Is it still understandable?
- 2Choose a cover
A clear text line keeps the profile tidy.
- 3First caption line
Repeat or extend the hook.
- 4Location and keywords
Add a location and 3–5 relevant terms.
- 5No watermark
Always export without another platform's logo.
09 · Publishing & measuring
Consistency beats perfection
Three reels every week beat ten at once followed by a silent month. Give your channel at least three months.
Metrics that matter
- Average watch timeDo people stay?
- SharesDo people pass it on?
- SavesIs it useful?
- Profile visitsDo people want more?
- Inquiries & DMsDoes it bring customers?
Metrics that mislead
- LikesFeel good but rarely drive revenue
- Follower count aloneSays little about audience quality
- One viral outlierIs not a repeatable pattern
- Bought reachDistorts every other number
Reuse winners: repeat a successful format with a new hook or example.
Posting is only half the work: spend 15–20 minutes commenting meaningfully in your audience every day.
10 · Roadmap
Your first 30 days
About two to three hours per week plus one shoot day.
Week 1
Foundation
- Answer positioning questions
- Choose 3–4 content pillars
- Collect 30 video ideas
- Clean up your profile
A clear one-page plan
Week 2
Shoot day
- Write 15 scripts
- Complete the checklist
- Shoot for one day
- Sort footage
Footage for 15+ reels
Week 3
Go live
- Edit 6 reels
- Publish 3 reels
- Comment daily
- Reply to every comment
A rhythm of 3 reels per week
Week 4
Learn
- Publish 3 more reels
- Review the metrics
- Identify the best format
- Plan the next shoot
Your first winning format
11 · Avoid mistakes
The 8 most common mistakes
We repeatedly see these problems on business accounts.
The video starts with a logo or greeting
The first two seconds are too valuable. Start with the point.
Advertising instead of value
Four out of five videos should teach, entertain or reveal something.
No captions
Many people watch without sound and otherwise miss the message.
Giving up after three weeks
The platform and your team need time to learn. Plan for three months.
Following every trend
A trend only helps when it fits your content pillars.
Landscape video or edge text
Use 9:16 and keep text readable near the centre.
Measuring success by likes
Focus on watch time, shares and inquiries.
Posting and disappearing
Social media is a conversation, not a noticeboard.
12 · The shortcut
No time to do all this yourself?
That is exactly what we handle: positioning, an on-site shoot day, reels, publishing, stories, community and daily engagement. Your input: one shoot day and one monthly meeting.
Or email us: info@flaca.ai