Video Content is KING in 2025

We’ve come a long way from the first TikToks and Instagram Reels back in the day (I mean, if you can really call it “back in the day”), but one thing is still true. Video content? It’s not going anywhere, anytime soon. Every time we go to scroll mindlessly on Facebook? Video. The apps we go to when we’re looking for local professionals? Video. The highest converting content on company websites these days? You guessed it: video. It’s everywhere, and it’s powerful. Incredibly, INCREDIBLY powerful. And you should be using it, too!

If you’re not using video on Instagram, you’re MISSING OUT

When it comes to social promotion, video is ALSO where it’s at, it’s not just about your website. Getting real reach on social media is getting harder and harder without regularly posting video content, and if we’re all honest about it… that algorithm? The one that helps decide which videos actually get in front of individual users? It’s kind of a mystery. And by the time we actually have solid data on what does and doesn’t work, things change again, just like that.

So what exactly CAN we do, to make sure our social content is working as business owners? The absolute BEST way, is to make sure your video content is representing your brand authentically, and honestly, and telling your REAL story. When every subtle component of your video content points back to that story, you know you can create content that will work no matter what’s going on with the algorithms on whatever platform you’re posting on.

Root Your Content Through Your Brand

All of the content you create for your business, whether it’s video or static content, needs to be authentic and based on your brand. Yes, even if it’s casual behind the scenes style posting! You’re creating posts with a purpose, even if that purpose is bringing people closer to the “why” behind your business by showing them how it works from the inside. So the same rules apply here that apply when you’re creating an ad to use on Facebook, or even to put in your community’s newsletter! The more you lean into your business’ brand, the more recognition you build. The more recognition you build, the more likely the people you want to become your clients will think of YOU when they need your services, or a product that does what yours does.

If you’ve built the visual and communication aspects of your brand with your values and your story in mind, then as long as the content is branded, you’ll be on the right track. When it comes to the actual practical steps of making sure your video content is branded, there are three areas to keep in mind.

Think about: Color

The first thing, and the most straightforward, too, is to think about color. This one is a lot easier if you’ve worked with a designer and selected colors that line up with the goals and values of your brand. But even if you haven’t, you can lean into colors that feel like they line up with the overall message of your brand! My favorite tip when it comes to choosing brand colors, by the way, is thinking about feelings. How do you want your people to feel? Energized? Excited? Calm? Choose colors that line up with that. For example, my brand is super bright, and vibrant, and energetic, and kinda a little chaotic. Because I believe that life is kinda crazy, but it’s still worth documenting! So when I create video content for my business, I use bright, vibrant spaces, and am my bright, vibrant self.

If your business is about your people feeling calm, and trusting, and even powerful – then you’re going to want to have a totally different approach to color than I do! Maybe you use cleaner backgrounds, and wear neutral colors, or stick with one tone and neutrals to surround it. The exact way you make all this happen will depend on your business specifically, but you get where I’m coming from, right?

When you’re making content with consistent colors, you’re halfway to having a social feed that feels like a little window into your business.

Think about: Tone

Next up on deck, is something a tiny bit more complicated than color, but with a little overlap too. It’s “Tone”. Now, when I talk about tone in video, I don’t just mean like, your tone of voice. I mean the overall tone of the content itself. A super simple way to think about it, is the difference between a horror film, and a comedy. They’re going to be COMPLETELY different, from beginning to end, right? I mean, there are always going to be films that fall in the middle, and have components of both, but those are their own tone all together.

But let’s look at it from a social media perspective instead of film. Think about a reel from your favorite clothing company, and one from a company that teaches yoga. They’re also going to feel super different, right? Now let’s get even more specific – what about the difference between a video from a hot yoga studio, talking about their classes, and one from a gentle yoga studio, also talking about their classes? They’re STILL going to be super different. One might feel fast paced, and energetic, and the other might feel calm, and… well, gentle. This is what I mean by tone. I mean the parts of THOSE videos, that are for businesses that offer the same thing – yoga. But with a completely different tone. And their customers? They’re looking for that tone! And it would be extra weird if a gentle yoga studio made a video in the style you’d expect to come from a hot-yoga studio. It just… wouldn’t line up with their story.

So, to keep your video content branded, focused on your story, and attracting the audience you need, think about tone. What do you want to communicate? How can you bring that into the tone of ALL of your video content?

Think about: Message

The last element of branded video content creation that we’re going to talk about today (but not the last component overall!) is your message. Again, this has a little bit of overlap with the last one, tone, just like tone has overlap with color.

Your message in any piece of video content should tie back to the overall message of your brand. That doesn’t mean you just endlessly repeat the same thing on a loop, because that would bore ANY audience super quickly. What it means, is you keep the mission and message behind your business in mind when you’re creating content. It would be really weird if a brand all about people taking control of their health suddenly started talking about how to train their dog, right? That’s a really extreme example, obviously, but it gets at the kind of consistency you want to bring into your own video content. If the message for your people is “you can do it” – then… what does the video you’re filming do to further that message? If your brand message is “life is about connection” – same question. How does the content you’re creating loop back to that?

And if it doesn’t… make some changes, so that the content ties back to your brand, your story, and communicates with your people the way it needs to.

Want to schedule a strategic Video Session?

If it feels overwhelming to think about incorporating all of these things into your video recording sessions, don’t worry! It’s kind of what we specialize in here at Jessica Strobel Photography, and whether you need video content for social media, or you’re looking for a new marketing video for your website, we can create something branded, gorgeous, and functional. It’ll work FOR you, and represent the components of your brand that’ll keep your audience coming back for more. So reach out, and let’s talk about it!

Bonus: Take a look at just a few results that my AMAZING team of collaborators and me have gotten for our social media management clients!