A lot of business owners aren’t struggling because they’re not creating enough content…They’re struggling because they’re creating the wrong mix of content.
Not every video is supposed to do the same job.
And once you understand this, everything starts to make a lot more sense.
There are really just 3 types of videos your business needs. That’s it.
Let’s break them down.
1. Visibility Videos (The “How Do People Find Me?” Content)
These are the videos that bring new people into your world.
If your account isn’t growing, or you feel like you’re only talking to the same audience over and over again…
This is probably the missing piece.
What these videos look like:
– Quick tips or “did you know” content
– Answering common questions in your industry
– Relatable or “this is so me” moments
– Simple, scroll-stopping ideas
These are usually the videos people discover first.
What most people get wrong:
– They overcomplicate it.
– They try to sound super smart or say everything at once…and end up losing people in the first few seconds.
What actually works:
– Focus on one clear idea per video
– Make the first few seconds obvious (not clever… clear)
– Think about this. “Would a complete stranger understand this?”
If your audience has to think TOO HARD, they’ll scroll.
2. Trust-Building Videos (The “Do I Like You?” Content)
Okay, so someone found you. Now what?
This is where most people drop the ball.
Because getting views is one thing…but getting someone to trust you is what actually moves your business forward.
What these videos look like:
– Talking about your process or how you work
– Sharing your thoughts or perspective
– Behind-the-scenes of what you do
– Real experiences with clients
This is where people start thinking: “Okay… I like how they think.”
What most people get wrong:
They either:
– Over-polish everything, or
– Hold back too much
Trying to sound perfect usually makes your content feel distant.
What actually works:
They either:
– Over-polish everything, or
– Hold back too much
Trying to sound perfect usually makes your content feel distant.
3. Conversion Videos (The “How Do I Work With You?” Content)
This is the part people avoid the most and ironically, it’s the part that actually makes money.
A lot of business owners create content for months…
and never clearly say what they offer.
So people watch, enjoy, and move on.
What these videos look like:
– Explaining your services
– Who it’s for (and who it’s not)
– Walking through your process
– Answering “how do I get started?”
What most people get wrong:
They assume people will “just figure it out.”
They won’t.
If it’s not clear, people won’t take action.
What actually works:
– Be specific about what you do
– Speak directly to your ideal client
– Tell people exactly what to do next
If there’s no direction, there’s no decision.
Why You Need All Three, Not Just One
Most businesses only create visibility content.
They post tips. They follow trends. They stay active.
But…
No trust = no connection
No conversion = no inquiries
So it ends up feeling like:
“I’m posting… but nothing’s happening.”
When in reality, your content just isn’t working together.
Every piece of content should have a job:
- Visibility brings people in
- Trust makes them stay
- Conversion helps them take action
If you’re missing one, your content will feel off.
If you want to fix your content without overhauling everything, START HERE:
- Look at your last 10 videos
- Which category do they fall into? - Notice what’s missing
- Are you only posting tips?
- Are you never talking about your offer? - Plan your next 3 videos:
- 1 visibility
- 1 trust
- 1 conversion
That alone can shift how your content performs.
You don’t need more content, you only need content that WORKS together.
If you’re reading this and thinking:
“Okay I get what to post… I just don’t want to deal with editing it all.”
Fair.
That’s usually the part that slows everything down anyway.
If you’ve got footage sitting there and need help turning it into content that works, we’re currently offering video editing services.
Why Your Video Strategy Needs Breathing Room
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