Why Leverage Video on Social Media? A Marketing Expert Explains

Real estate agents who aren’t marketing their business online may be missing out on a key opportunity to expand their audience – and in turn, their network of clients. When it comes to the power of social media, one of the top ways to market a business – and simultaneously build trust – is through video.

That’s the philosophy of Travis Brown, founder and CEO of Mojo Up Marketing and Media, a full-service agency that works with many nationally recognized clients. Brown believes the key to producing engaging content on any channel starts with being comfortable with video, especially in a relationship-driven industry like real estate.

“A photo is worth a thousand words, and a video is worth a million,” Brown says. “Nowadays, where telling your personal story can be your best differentiator among competition, video is the number one way to stand out.”

Brown’s philosophy is that branding should be personal. An effective marketing strategy, he believes, is leveraging a globally recognized brand name with existing consumer trust – like RE/MAX – and pairing that with a strong personal brand. This hybrid makes for customized digital marketing content that tells the story of an agent and their passion for business. Curating a strong personal brand – one rooted in consistency – is a necessity.

For agents just getting started with video on social media, Brown suggests these strategies:

➜ Teach your audience about the real estate profession in a digestible way through microcontent, focusing on one aspect of the process at a time. ➜ Connect with new followers through a lighthearted “get to know me” video, sharing personal and professional facts in a listicle-style clip. ➜ Deliver value by answering common real estate questions. ➜ Film Instagram Reels or TikToks that show any aspect of the profession, from agent life to happenings at the office to a new home for sale.

From there, according to Brown, it’s critical to optimize the video content for maximum engagement through organization, consistent branding, helpful captions, strategic keywords, and more.

This year, Brown is hosting his comprehensive, “Social Media and Brand Marketing” webinar series exclusive to RE/MAX. Brown will share his best tips and tricks for professionals to generate followers – and ultimately, new customers – by providing value and building trust. The series is available to RE/MAX affiliates at no cost.

Brown’s sessions will focus on best practices for various popular social media platforms, but the first webinar in the series is dedicated to the art of video – a skill applicable across all digital marketing outlets.

“If you have ever wanted to know how can to create the most engaging video content on platforms like Facebook, Instagram and TikTok – without getting stuck on the logistics of how to create it – then this webinar is for you,” Brown says.

Tune-in to the first webinar “How to Create Video Content for Your Social Media Channels” – complete with a live Q&A session – on March 23 at 11am ET.

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