Video isn’t just “nice to have” online anymore. It’s the crown jewel of content. In a sea of blogs, graphics and social posts, video has a way of cutting through the noise. And according to Meerkat Creative’s Chief Meerkat, Anna Shepherd, it’s still the single most powerful tool to make a business look legit, relevant, and interesting online.
“Let’s face it, video is still one of the most important things that clients need in terms of their digital presence, in terms of, you know, appearing legitimate and appearing interesting online. So it’s always going to be our core product, our core service,” she said.
The most memorable videos aren’t just trying to sell something, they tell a story. Whether it’s a day in the life of your team, a customer success story, or a glimpse behind the scenes, storytelling makes people feel connected to your brand.
“Video helps you appear legitimate and interesting online, but it also gives you a way to connect with your audience in a real, authentic way,” Anna said.
Put simply: if your business isn’t using video, you’re missing out on the most engaging way to connect with your audience. But producing video is more than just pointing a camera at yourself – it’s about strategy, variety and storytelling. So let’s talk about it.
Keep It Real, But Don’t Get Stuck in a Rut
Selfie videos are quick, easy and incredibly effective. They show the real people behind the brand, build trust and make your business approachable. But there’s a catch: posting only selfie videos can lead to audience fatigue.
“You do have to have diversity in the content that you’re putting out,” Anna said.
“So if you’re only doing your selfie videos, which is great, everybody should do that at least once or twice a week because it’s easy, but if that’s all you do, your audience gets tired of the same thing over and over again,” Anna said.
Audience fatigue happens when followers see the same style, tone, or format repeatedly. They scroll past without noticing, or worse, disengage entirely. The solution? Variety. A well-rounded video strategy could look like this:
- Selfie videos: Quick updates, behind-the-scenes glimpses, or personal messages. Keep them casual and authentic.
- High-production brand videos: Professional storytelling videos that highlight your services, culture, or customer success stories.
- Animations and graphics: Short, visually interesting clips that explain concepts or showcase stats.
- Photo posts with captions or micro-videos: Mix in still content to break the flow and keep feeds visually fresh.
“Video is always going to be your most engaging post of the lot. But if you do a variety of posts every single week, most of them are going to perform quite well,” Anna said.
Variety isn’t just fun, it’s strategic. Different formats appeal to different audience segments and show buyers or clients that your business can hold attention while staying dynamic.
Balance High-Production and Phone-Friendly Content
Not every video needs to be a cinematic masterpiece. In fact, overly polished content can sometimes feel distant or cold. Meanwhile, raw, phone-shot videos have authenticity on their side: they’re relatable, real and approachable.
The key is balance. A strong content strategy blends both:
- High-production videos for campaigns, product launches and key storytelling moments. These are visually polished, scripted and designed to wow.
- Quick, casual clips for social media updates, live moments, or impromptu messages. They keep the audience connected to the human side of your business.
This mix proves that your business can perform at a professional level without losing the charm and relatability that audiences love.
Repurpose Smartly
Video isn’t just a one-off asset, it’s a content goldmine. One 2–3 minute video can be broken down into:
- 30-second social snippets for TikTok, Instagram Reels, or Facebook posts
- Behind-the-scenes GIFs or micro-videos
- LinkedIn posts with quotes or screenshots
- Blog embeds to complement written content
Repurposing maximises your reach and ensures consistent messaging across platforms. It also saves time while keeping your content appearing fresh and engaging.
Actionable Tips to Make Your Video Stand Out
Here’s a quick checklist based on Anna’s insights to make your videos shine:
- Keep it real: Even quick phone videos help show authenticity.
- Mix styles: Rotate between selfie videos, professional shoots, animations, and photos.
- Post consistently: Frequency matters as much as quality.
- Repurpose: Turn one video into multiple formats for different platforms.
- Story over sales: Engage with stories, not just pitches.
- Watch audience reactions: Adjust formats based on what performs best.
The Takeaway
Video isn’t just a content trend, it’s the reigning king of online engagement. But to make yours truly stand out, it’s not enough to just press record. Keep it real, mix formats, repurpose wisely and let storytelling lead the way.
Do it right, and your videos won’t just get watched – they’ll get remembered, shared and loved.
“Video is always going to be our core product, our core service,” Anna said. “And if you do it right, it can make your business feel authentic, interesting, and impossible to ignore.”
