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In today’s digital age, short-form videos on platforms like Instagram and TikTok have become essential for business growth. However, it’s not just about getting views—it’s about creating content that converts. In this episode of the Take Your Shot podcast, I chat with Kenzi Green, founder of Kenzi Green Design and co-founder of The Brief Collective, to explore how you can leverage short-form videos to grow your audience and turn followers into paying clients. Kenzi shares her strategies and insights on creating high-converting content, overcoming common challenges, and finding your unique content style.
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Why Short-Form Video Content?
Kenzi explains that short-form videos, such as Instagram Reels and TikTok clips, are powerful tools for engagement because they allow you to communicate your message quickly and visually. Since the pandemic, video content has become the most popular format on social media, with platforms like Instagram shifting focus towards Reels to compete with TikTok. Short-form videos capture attention and can be more impactful than static posts because they show personality, emotion, and authenticity.
Overcoming Content Creation Challenges
Kenzi shares that many creators struggle with two common issues:
- Overthinking: Some spend too much time planning every detail, which slows down the content creation process and prevents frequent posting.
- Lack of Engagement: Others post for the sake of posting without considering what their audience actually wants or needs, leading to low engagement and poor conversion.
Her solution? Focus on creating content that addresses your ideal clients’ pain points and interests while being willing to experiment. The more you post, the better you’ll understand what works, allowing you to refine your approach over time.
Starting Small and Building Confidence
One of Kenzi’s top recommendations for those new to video content is to start small. She acknowledges that not everyone is comfortable showing their face on camera, especially in the beginning. Instead, she suggests:
- Posting time-lapse videos of your work or behind-the-scenes content
- Using voiceovers instead of talking directly to the camera
- Gradually increasing your on-screen presence by starting with Instagram Stories, then moving to short clips
By taking small steps and building confidence over time, you’ll become more comfortable with video content and begin to find your voice.
Crafting Content That Converts
Kenzi emphasizes that successful short-form videos need to do more than just entertain; they should also drive action. Here are her top tips for creating content that converts:
- Focus on Your Ideal Client’s Journey: Think about where your audience is in their journey and what kind of content they need. For example, show how your services solve a specific problem, share before-and-after transformations, or offer educational content that positions you as an expert.
- Experiment with Trends: While you don’t have to jump on every trend, Kenzi suggests experimenting with trending audio or popular video formats that align with your brand. This approach can increase visibility while still allowing you to stay authentic.
- Incorporate Storytelling: Rather than stating what you do, tell a story that relates to your audience. For example, instead of saying, “I’m a wedding photographer,” share a personal anecdote about why you love capturing couples’ most special moments.
Tools and Techniques for High-Quality Videos
For those ready to improve their editing skills, Kenzi recommends using tools like CapCut, which offers free and paid versions for editing videos with advanced features like custom fonts and transitions. She also advises keeping a bank of B-roll footage, which can be used as overlays to enhance your videos.
Kenzi discusses the importance of editing out pauses, such as the “millennial pause,” and including dynamic visuals that support the story. She suggests using overlays to add extra context to your videos, making them more engaging and visually appealing.
Finding Your Content Style
Kenzi believes that the more content you create, the more you’ll develop your unique “content style.” For her, that means videos of designing brand identities paired with voiceovers that tell a story. She encourages creators to explore different formats, experiment with trends, and adapt their content to keep it exciting while still being true to their brand.
Consistency Without Burnout
Being consistent is crucial, but Kenzi warns against going all in and posting every day if it’s not sustainable. Instead, find a schedule that works for you, whether that’s three times a week or five times a week, and stick to it. She explains that it’s better to maintain a steady schedule than to post in bursts and then disappear.
Avoiding Over-Strategizing
While having a content plan is helpful, Kenzi points out that over-strategizing can sometimes be a barrier to creativity. She suggests focusing on three main pillars—entertainment, transformation, and education—and rotating your content around these themes. This approach helps maintain consistency without the pressure of a rigid content calendar.
Final Thoughts: Authenticity Over Perfection
Kenzi emphasizes that the best content is often created in the moment, inspired by real-time events or feelings. Don’t be afraid to share content that feels personal or imperfect—social media is about building genuine connections, not just following a formula.
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