Building a brand is not an easy job, it requires among other things building trust and rapport with potential customers, and social media is a great tool for that. In this process you need to successfully showcase how your product or service is able to satisfy their needs or solve their pain points and present a compelling value proposition and how does your product and service differentiate from other products and services out there, among other things. A great tool to build your brand is video and that’s what we will be talking about today - Let's create some content.

Creating content is a skill, and as such you can acquire and improve it, this may take some time to tune in but as you create more and more you will understand better what is your audience looking for and what makes them come back for more. This requires keeping your ears open to listen and also looking at statistics. Let’s talk about some Key Performance Indicators (KPIs) you can use to improve and create a content strategy. 

When it comes to video regardless of the platform the first KPI you may look at is the amount of  views you have, but this by itself is not enough, you will need to complement this with additional measurements, like watch time, and this is why: you may have a large number of views but if the average watch time is low then you need to evaluate why are they leaving your video. What you are looking for is trying to find patterns, and as you refine your content don’t go crazy trying multiple things at once, because there are so many variables you can change but you need to try them one by one to make sure you understand your audience better and start creating content with better engagement.

Another KPI you need to consider is engagement, and for this you may look different things, for instance how many likes do you get, which are great but may not be as important as how many comments you get and how many shares, in our experience some businesses may give more importance to likes alone and overlook comments and shares and these two KPIs may tell you more about your content performance than the number of likes, because the last two actions require more time from the person engaging, which means if they take that time to either make a comment, ask a question or criticize you are going something good, and if they share they know someone that might be interested in what you are offering, and you may be doing a good job at defining your target audience.

Now let’s talk about some variables you may consider to change when you create content to find ways to improve it:

Topic: you may look at the different topics you touch on and which one is doing better and create a few videos using the same topic to see if this increase your metrics.

Intro: this can happen during the production or during the editing, you may experiment with your hook and and how you introduce your videos, you may also try identifying a highlight of your video and use that to catch the attention.

Graphics/B-roll: using camera angles or zooming in and out may be an option, also using b-roll is an option to illustrate ideas.

You may probably think about other things but I just to simplify this process here is a checklist divided by stages to make sure you don’t forget any of them.

Pre-Production

• Define the video’s goal (entertain, educate, inspire, or promote).
• Identify and understand your target audience.
• Create a compelling script or outline.
• Plan visuals, transitions, and branding elements.

Production

• Start with a strong hook (first 3–5 seconds).
• Use high-quality footage and vibrant visuals.
• Capture footage in the correct format for your platform (vertical, square, or horizontal).
• Include dynamic elements (e.g., actions, animations, or eye-catching angles).

Post-Production

• Edit for a concise, engaging final cut (15–60 seconds preferred).
• Add captions or on-screen text for viewers watching without sound.
• Highlight key points or calls-to-action visually.
• Include appropriate background music or trending sounds.
• Add branding subtly (logos, brand colors, etc.).

Platform Optimization

• Tailor the video format to the platform (e.g., dimensions, length).
• Incorporate trending sounds, effects, or hashtags for discoverability.

Engagement and Calls-to-Action

• Include a clear, strong call-to-action (e.g., “Comment below,” “Visit our website”).
• Ask questions or encourage interactions to boost engagement.

Review and Testing

•  Check the video for errors or inconsistencies.
•  Monitor analytics (views, likes, shares, comments).
•  Test different styles, lengths, or formats to improve performance.

Lastly I just want to mention this, and you may already know but one kind of content that may be extremely powerful to connect with potential clients and build credibility providing a platform to showcase your expertise is podcast, if you want to learn how to build your podcast check our article: How to Create a Podcast: A Step by Step Guide for Beginners.