How to promote your business social media with video Yelp

Thousands of potential customers browse Instagram Reels, Tiktok and other video platforms every day, eager to see a look behind a favorite hair stylist, home contractor or chef. Hubspot reports that people have almost doubled their online video consumption in just four years. In order to reach customers who are scrolling, small business owners need to keep up with the trend.

Anne Faire, the San Diego community manager for Yelp, has made more than a hundred reels on Instagram, with more than three million views. A self-taught content creator, he has found key methods for complying with Instagram’s algorithm, keeping followers engaged, and growing a content library forever.

Below, Anne shares four tips for business owners to increase their video performance on social media.

You don’t have to have expensive equipment to be successful on social media. Anne recommends the following tools to help you create video content:

  • A basic tripod that can be wrapped around objects
  • A small light box to complete when you shoot with poor lighting
  • Video editing apps like InShot (free) and Mojo ($ 9.99 per month)
  • A planning tool like Later or Plan to help you organize your publications

2. Aim for consistency, not perfection

As a business owner, you may not have the time or energy to create content. It can be tempting to post occasionally when you find that gem of an Instagram reel. But according to Anne, the algorithm prioritizes consistency over perfection.

This means that a bad video won’t hurt your commitment. Instead, treat each message as a quick snack for the consumer. “[Videos are] just popcorn, “he said.” If you’re scrolling and eating a bag of popcorn and it burns a little … you’re not going to throw the whole bowl and say, ‘I’ll never eat popcorn again.’

The umbrella company of Meta, Facebook and Instagram claims that the average attention span of content on its platforms is just 1.7 seconds on a mobile device. As you create your content strategy, remove the pressure by reminding viewers that they are not reviewing your videos.

Pro Tip: Anne recommends keeping your video on hold for 15 seconds or less.

3. Make the content what you are already doing

Consistent publishing requires a lot of footage, but you don’t have to do anything to set up your footage. Business owners already have a lot of content available. You have more content than you think, especially as a business owner on Yelp, “said Anne.” You can see what people want to have and create content about it. “

Some of the best options for social media are when business owners see and do it every day: images of a chef at work, a 15-second clip presenting a new product, before and after haircuts. or remodeling the kitchen — the possibilities are endless.

Anne recommends reviewing your Yelp reviews to identify the most popular aspects of your business (such as a popular dish or service) and highlighting them in your videos. To stay organized, it is recommended that you save photos of videos that you or your staff take to a shared folder or “content library.” This way, you will always have access to permanent content, even if you decide to outsource your social media.

4. Don’t underestimate the commitment

Engaging with your followers is a great way to increase your performance, but you don’t have to reinvent the wheel. Instead of trying to find the perfect combination of hashtags, keep it simple: respond to your followers in comments, or encourage viewers to tag a friend by offering discounts or freebies.

And most importantly, make sure you prioritize work-life balance. Checking notifications and responding to customers can be helpful, but it’s okay – and healthy – to check at the end of the day.

“If you’re a business with an open schedule, I’d probably be a little more on top of things [business] hours, ”Anne said. “But after hours, after hours … nothing will be an emergency.”

Edited by Emily Moon and Jenna Spray

These lessons come from an episode Behind the opinion, Weekly podcast by Yelp & Entrepreneur Media. Listen below to learn about Elizabeth, or visit the section page to read more, subscribe to the session, and browse other sections.

The above information is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be appropriate for your situation. Unless otherwise noted, links to third parties, references to services or products do not indicate support for Yelp.

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