Strategist: Owners Must Appear in Videos
Social media strategist Amanda Goetz advises that local business owners should appear on camera in short-form videos at least twice a week. Speaking on the *Local Business Social Podcast*, Goetz argued that personality and regularity are more important than perfection, as customers want to see the person they are buying from.
- Before becoming a consultant and creator with over 150,000 followers, Amanda Goetz was a four-time CMO and two-time founder who built and sold House of Wise, a wellness CPG brand, to seven figures in revenue without any paid advertising. - Goetz's "relatable hero" approach, where she advocates for showing up authentically, is backed by consumer trends; in the restaurant industry, for example, a shaky iPhone video of a chef can build more trust than a polished, staged photo. - Data supports the emphasis on short-form video, with 66% of consumers finding it the most engaging form of content and 73% preferring it for learning about a product or service. - For marketers, short-form video delivers the highest ROI compared to other formats, and 48% of restaurant operators are now using TikTok, a significant increase from 26% in 2023. - To streamline content creation, Goetz utilizes a "flywheel" model and systems to produce a month's worth of social media content in a single day, using AI-powered tools like Taplio to manage her LinkedIn presence. - The strategy extends to user-generated content (UGC), which is a key trend for local businesses; encouraging customers to share their experiences online builds authenticity and trust. - While Instagram and Facebook are the top platforms for businesses using short-form video, YouTube Shorts boasts the highest engagement rate at 5.91%, closely followed by TikTok at 5.75%.
