Over the past year, we’ve been experimenting more than ever with short-form video for our clients. Some videos have completely flopped. Well, lots actually. Others have reached hundreds of thousands of people.
And between the TikTok accounts we manage, and the Reels/Shorts we post, we’ve now generated millions of views this year alone for many of our clients. One thing that’s become very clear is that social media has changed.
The advice that worked five years ago doesn’t necessarily work today. Platforms like TikTok, Instagram Reels and YouTube Shorts reward content that captures attention quickly and keeps people watching. The good news is that after creating and analysing thousands of videos, some clear patterns have started to emerge. If you’re a small business or an aspiring creator looking to grow your audience, these are the lessons we’d pay attention to.
People Want to Be Entertained First
One of the biggest mistakes businesses make is assuming every video needs to sell something. It doesn’t. People open TikTok, Instagram and YouTube because they want to be entertained, educated or distracted for a few minutes. If your content can make someone laugh, smile or even just think, you’ve already got a much better chance of keeping them watching. That doesn’t mean you need to become a comedian. But don’t be afraid to show a bit of personality. Humour makes businesses memorable, and memorable businesses get talked about.
Relatable Content Almost Always Performs Well
Think about the videos you’ve shared with friends recently. They were probably relatable. People love content that makes them think, “That’s exactly me!” or “I thought I was the only one who did that.” For businesses, this is a huge opportunity.
Every industry has common frustrations, funny situations and shared experiences. Lean into them. When people feel understood, they’re much more likely to engage with your content and remember your business.
Don’t Be Afraid to Repeat Yourself
This is one of the biggest lessons we’ve learned. Business owners often worry that they’ll bore their audience by making similar videos. The reality is usually the opposite. If a particular format performs well, your audience is telling you they enjoy it.
Listen to them.
Some of the fastest-growing creators on social media don’t constantly reinvent themselves. They build recognisable formats that people look forward to seeing again and again. Consistency isn’t boring. It’s memorable.
Sometimes the Unexpected Wins
Social media rewards curiosity. If your video starts exactly how people expect it to, they’ll often keep scrolling. But if something feels slightly unexpected, chaotic or different, people instinctively stop to see what’s going on. That doesn’t mean creating random content for the sake of it. It means finding ways to surprise people while still staying true to your brand. A clever twist, an unusual camera angle or an unexpected ending can make all the difference.
Conversation Is a Signal to the Algorithm
Likes are great. Shares are even better. But comments are one of the strongest indicators that people are genuinely engaging with your content. That’s why asking questions can be incredibly effective. Not forced questions like, “Agree?” Real questions that invite people to share their own experiences.
The more conversations your content starts, the more valuable it becomes to the platform. And if people are talking underneath your video, there’s a good chance the algorithm will continue showing it to more viewers.
Trends Work Best When You Make Them Your Own
It’s easy to copy whatever trend is currently doing the rounds. The problem is that thousands of other creators are doing exactly the same thing. The videos that tend to perform best are the ones that take a familiar trend and add something original.
- Maybe it’s your industry.
- Maybe it’s your personality.
- Maybe it’s your local area.
Whatever it is, put your own spin on it. People remember originality far longer than imitation.
Audio Deserves More Attention Than It Gets
One thing we’ve become much more aware of this year is how important audio really is. It’s not just background noise. It helps shape how people experience your content. Playful or slightly absurd music can make a joke land much better. ASMR-style sounds can make satisfying videos even more satisfying to watch. Sometimes the audio is doing just as much work as the visuals. Choosing it should never be an afterthought.
Your Community Will Tell You What They Want
One of the best sources of content ideas isn’t another creator.
It’s your own audience.
Pay attention to the comments people leave. Notice which videos they ask for more of. Look for the posts that people send to friends or keep coming back to. Your audience is constantly telling you what they enjoy.
The mistake many creators make is ignoring that feedback because they’re chasing the next new idea. Sometimes the smartest thing you can do is simply give people more of what they’ve already shown they love.
What We’ve Learned at SMR Social
Perhaps the biggest lesson from generating millions of views this year is that success on social media isn’t about chasing hacks.
- It’s about understanding people.
- People like to laugh.
- People like to relate.
- People like to be surprised.
People like content that feels familiar while still giving them something new. And perhaps most importantly, people tell you exactly what they enjoy if you’re willing to pay attention. Whether you’re building a local business or trying to grow as a creator, those principles don’t really change. The platforms will continue evolving. Algorithms will continue changing. But understanding what makes people stop scrolling is a skill that will always be valuable.
If you can combine that with consistency and a willingness to learn from your audience, you’ll always give yourself the best possible chance of growing.