Video, the format that grabs attention

Video is the most consumed and promoted format across all platforms. It captures attention, conveys emotion, and is easy to share.

• It shows what text has to explain: a product, a gesture, an atmosphere, a person.
• Algorithms prioritise it, especially short and vertical formats.
• It builds a connection: seeing and hearing someone creates more trust than plain text.

Good news: authenticity beats production. A simple, sincere video often performs better than a polished but impersonal film.

Reels, TikTok, Shorts: short vertical video is the most effective format for getting noticed today.

• Hook viewers in the first second: a question, a result, a movement. That’s what makes them stop.
• One video = one idea. 15 to 45 seconds is enough.
• Add subtitles: many watch without sound.
• End with a simple call to action (follow, comment, visit).

Post regularly and observe what works: on these formats, consistency beats one-off talent.

No studio needed: a recent smartphone is enough for quality videos, as long as you follow a few basics.

• Lighting: film facing a window or in soft light, never against the light.
• Sound: the most overlooked factor. A small lapel mic makes all the difference; if not, get closer.
• Stability: prop up your phone or use a small tripod.
• Edit tightly: cut dead time, get to the point.

Set up a mini “set” at home (background, lighting, mic) to shoot quickly and regularly.

YouTube isn’t just a platform—it’s the second-largest search engine in the world. A well-crafted video can bring you customers for years.

• Answer specific questions your customers have (“how to…”, “which…”).
• Optimise the title, thumbnail, and description: they determine clicks and search rankings.
• Add chapters and a call to action (website, subscription).
• Focus on “useful and lasting” rather than “trendy and fleeting”.

It’s a long-term investment: results build over time.

Video ads (YouTube, Reels, TikTok) primarily boost awareness: they’re measured in views and reach, not direct sales.

• Use them for discovery: introducing an offer, an opening, or a brand.
• The first few seconds must hook viewers, as many skip ads.
• Start small, target your area and audience precisely, then scale what works.

Estimate views, reach, and clicks to your site with our calculator (YouTube mode) before spending.