Leveraging video shorts to build awareness of your brand

MCS Influencer Jon Olson says that consistently sharing quality snapshots on your social channels helps you stay in front of customers on a regular basis.

In a world where attention spans are short and digital content moves fast, building trust and visibility doesn’t require a production studio. Today, some of the most effective communication happens through simple, authentic video content that can be created quickly and shared instantly. 

Short-form videos (shorts) are some of the most watched content of our time. Regardless of the platform, shorts or reels are typically informal, concise and highly engaging — making them an easy way to share insights, updates or expertise in a matter of minutes. 

For a more unfiltered and authentic connection, live video offers another powerful option. The best part? Most can be recorded on a cell phone. With the addition of an affordable microphone and stabilizer, which is often just a few hundred dollars — you can significantly elevate the quality without spending thousands on professional equipment.  If you are looking to share longer format content, you can also add a teleprompter app, which can make presenting smoother and more confident. If you’re not sure what you need yet, the good news is that you have the option to keep it simple or to add tools as you see fit.

At The Malco Group, we commonly use shorts to highlight product features, how to use a tool and tips for how to make life easier on the job site. Our goal is to let the tools in action tell the story, demonstrating results that are often difficult to capture in words. These short format videos allow users to learn something critical to how they could be doing their job faster or with higher quality results without feeling like they are being marketed to. This works because the content centers on something the audience genuinely wants to see and can learn from. 

For your business this may look a little different, but the goal is similar in that you want the customers to not only enjoy the content but take away something valuable and useful as well. Encouraging your crew to show off a cool aspect of the latest job that also highlights how clean the finished product looks is a great example of this. Doing this on a regular basis allows your current and future customers to see your quality at another level. When customers consistently see clean, high-quality installations shared on a monthly or weekly basis, it reinforces the level of craftsmanship behind the work. That visibility makes it much harder to question the quality — and details like this often influence whether a customer believes the work is worth the quote.  

Think of video shorts as an opportunity to highlight the close-up moments where workmanship and attention to detail really shine. By consistently sharing these quality snapshots on your social channels, you not only showcase the pride you take in your work, you also stay in front of customers on a regular basis. That frequency matters. The more often customers see your craftsmanship, the more it reinforces trust and influences who they think of when it’s time to start a project. Over time, this steady visibility builds a strong perception of quality, helping expand your pool of potential customers and ultimately your bottom line. In the end, the goal is simple: find authentic ways to show what makes your work stand out — without overcomplicating how you share it.