Most trade and retail businesses we work with started their social presence with photos: a finished job, a product shot, a team photo. It's the natural starting point, and it's not wrong. But if the goal is growing an audience rather than just having a record of the work, video is where most of the effort should go.
Video travels further
On Instagram and Facebook, Reels and short-form video get shown well beyond a business's existing followers, because both platforms favour video when they decide what to show people. A static photo mostly reaches people already following the account. Video gets pushed into a much bigger discovery feed.
It shows the work happening
The algorithm is only half of it. On a content day, the footage we get the most out of is the stuff a photo can't hold: a tool going down, a room changing, someone doing the job properly. For a trade or construction business that matters more than it seems. It's the difference between someone scrolling past a static "job complete" photo and stopping to watch a 15-second video of the actual work happening. None of the three shorts below would work as a single photo, because each one is about people and process, not a finished result.
