My #1 secret for winning on Instagram
Plus, content hacks for lazy days, how to turn street shots into social gold, and why your reels are competing with Netflix.
Welcome to The Grid Report!
Today, in my very first newsletter EVER, we’re diving into one of my favorite social media hacks. We all know the apps are prioritizing video content, and that can feel intimidating for small business owners. Especially because people tend to complicate their Instagram video content. The good news? Your Instagram strategy can be super simple and successful.
Here’s the truth:
Gone are the days when social media algorithms prioritized highly-produced videos. Today, the algorithm favors content that’s keeping people engaged and interested. You’re not competing with other beautiful photographs, anymore — you’re competing with anything that entertains people, including the likes of Netflix and HBO.
But don’t let that scare you! It’s actually great news for small brands because you don’t need to invest in expensive video production to get people’s attention. You just need content that’s relatable and interesting. Just last week, the head of Instagram (Adam Mosseri) shared this on his feed:
For most small businesses, the easiest way to “win” is to leverage a library of background videos (aka B-roll) that serves as a backdrop for value-add and informational text. Like this:
Or this:
What’s the big deal? For all intents and purposes, it’s a crappy video of a busy street at night. But look at that engagement — a whopping 456,000 likes! That’s because people identified with the copy. It filled a need. Answered a question. Made them feel something.
That’s the secret sauce. It’s your text that’s going to connect with the audience. The video playing in the background? It’s just a supporting character.
So, how do you use this to your advantage?
…by building a repository of B-roll background content that you can pull from at any time. When you have a bank of on-brand video content and some compelling copy, you have all the ingredients to build a kick-ass social strategy on a shoestring budget.
For the visual learners:
5 second B-roll clip + engaging on-screen text = social media success
Ready to get going? Here are some B-roll videos you can shoot TODAY.
Wide-angle exterior/interior shots of your business location or headquarters
Detailed shots of your products (highlight key features, textures, craftsmanship)
Footage of customers browsing products, interacting with staff, making purchases
Clips showcasing the workspace, including desks, computers & team members/owners at work
Footage of production processes, packaging, or assembly lines
Scenic views of your business location, natural surroundings, or urban landscapes
Action shots of your products in use (demonstrate functionality or unique features)
Footage of products being packaged, labeled & shipped
Shots highlighting innovation within your industry, creative processes, or unique aspects of your products
B-roll that reflects current seasons, holidays, or special promotions relevant to your brand
Have questions? Need help creating video content? I can do it for you! Send me a note.
Including the 3 trending Reels I’m recreating, templates for building your own original content, and a meme that always makes me laugh.
HOP ON THESE TRENDS:
Call Me Irresponsible. This one’s easy! The “joke” is that your Instagram Stories makes it looks like you’re an heiress, but in reality you only have a few dollars in your bank account.
Two Man Job. For this one, you’ll need two people. Depending on your account, it can be two employees, you + your partner, your kids, etc.
Visual: Film them doing 16 obvious one-person jobs while staring blankly into the camera (no smiling!) then cut the video to switch shots when each beat drops.
Copy: [The text at the very beginning should say]
Boss/Them: Not everything is a two person job.
Us:
Paging Dr. Beat. I went back and forth on whether to include this one because I think the trend has already peaked. BUT, in the past few days, I’ve seen some unique spins that are still getting attention. If you can figure out how to make the trend feel fresh (by doing it with your crew of firefighters, your dog, or your dad), I say go for it.
Copy: [The on-screen text should say:]
this trend but ____ [whatever makes your version different]
OR, BUILD YOUR OWN REEL(S):
STEP 1: CHOOSE YOUR TOPIC
Good content can ride Instagram’s algorithm for months. So, share content that will stay relevant for at least 6 weeks on your feed. Remember, you want to provide valuable information for your followers. So, brainstorm content that someone would want to SAVE.
Still stumped? Here are a few topics you could post about now.
Beating the Heat
Share practical advice for how to stay cool during a heatwave. Think: hydration tips, DIY cooling solutions, refreshing summer recipes. You can also showcase products or services that are perfect for hot weather, whether it’s a summer sale, cool drinks, lightweight clothing, or outdoor gear.
Last Chance Summer Activities
Showcase upcoming events or special offers that align with the end of summer. Share summer bucket list activities and encourage your audience to check off as many as possible before the season ends. Provide tips on making the most of the remaining days of summer — outdoor activities, travel destinations, seasonal recipes.
Back To School
Highlight products or services that fit back-to-school season. These could be school supplies, clothing, accessories, educational tools. Share tricks for parents, students, and teachers to make the transition back to school smoother, like study tips, morning routines, or organizational hacks.
STEP 2: FILM YOUR B-ROLL
B-roll footage should connect to your overall video topic or theme. Talking about a heatwave? Shoot outdoors in the sun. Showcasing a back-to-school product? Set the scene with backpacks, lunchboxes, pencils, etc. Generally speaking, humans like a visual connection to the text we’re reading — it helps us connect the dots.
Can’t think of anything? Try copying one of these:
The back/side of your head while sitting. Use a tripod (or a stable table + book) to place the camera behind your chair then do a simple action (reading, eating, working on your computer). This helps add some movement to your video.
Your view while walking. You do it all the time, so make it work for you! Film your POV during your hot girl walk. Of course, it helps if the view is pretty or unique (nature, city view, cool mural).
Stirring your drink. Again, it’s helpful if you have a cute straw or glass (are you sensing a theme?). And remember to shoot in natural light!
STEP 3: CHOOSE YOUR HOOK
Alert! This is the most important part of your video: the copy that appears on top. Really take your time, here. The goal is to capture someone’s attention as they scroll through their feed. Get as specific as possible with your word choices. Your followers want to feel seen and heard, and finding the exact right word helps cut through the noise.
“Idk the secret to ______ [an aspiration] but I don’t think I’ve ever been ____ [the opposite of the above aspiration] from _______ [something that you love, enjoy or relates back to your account, product, content]”
OTHER EXAMPLES:
Idk the secret to perfect hair, but I don’t think I’ve ever felt drab while getting a blowout, drinking champagne, and gossiping with my stylist
Idk the secret to perfect investments, but I don’t think I’ve ever seen anyone regret buying an apartment they absolutely love in Brooklyn Heights
Idk the secret to perfect parenting, but I don’t think I’ve ever seen a family not enjoy a movie night in matching PJs
“My toxic trait is ________ [a super normal thing that your audience can immediately relate to]”
OTHER EXAMPLES:
My toxic trait is never being able to resist buying another cute, eco-friendly outfit for my kids, even though we already have one in every color
My toxic trait is never leaving the house without my camera just in case… even if I’m just running to the gas station
My toxic trait is planning elaborate trips to Paris even though I have $15 in my bank account and only 2 vacation days left
“When you find a _____ [whatever your product/topic is] that gives you _______ [something exciting that your followers might want]”
OTHER EXAMPLES:
When you find a cozy blanket that gives you the perfect cuddle-up moment and it’s only $25
When you find a gripping novel that gives you the perfect escape from reality and smutty enough to make you blush
When you find an unexpected treatment for acne that gives you clearer and smoother skin without having to change your whole diet
STEP 4: PICK TRENDING AUDIO
Trending audio won’t make a post go viral, but choosing something on the come-up can help put your content in front of more eyes. Instagram tracks trends and gives more attention to content that’s leveraging trending audio. But to enjoy the full benefits, you should choose something that’s newly trending.
If you’re having trouble accessing Instagram’s full library of music, I recommend choosing "Entrepreneur" as your category (then un-clicking the "display on profile" button, so no one can actually see that category).
Here are a few music options I’d recommend using this week:
Did It First. Hip hop with a nice beat drop.
Thunderstruck. Classic AC/DC song with super high energy.
No Excuses. Chill vibes by Childish Gambino.
The Dinner. Country-ish with lyrics about “coming home.”
STEP 5: UPLOAD EVERYTHING AND POST!
You’ve done it! You have your topic, your B-roll & your (very specific!) message. You’ve found the perfect audio that’s just starting to gain traction. The best part? You’ve spent a cool $0 and taken less time than you would have taken to hire a production crew. Upload your content, keep it short (4-7 seconds!), then publish that masterpiece and watch your engagement climb.
AN EXAMPLE:
Want to see how this process works IRL? Here’s a quick post I made this week for my personal account following this exact formula:
Topic: Beating the Heat +
B-Roll: The back/side of your head while sitting +
Hook: “When you find a _____ [whatever your product/topic is] that gives you _______ [something exciting that your followers might want]” +
Trending Audio: Thunderstruck
Voila! Easy peasy.
Hey, you made it! Thanks for reading along! Next week, we’re talking how to quickly edit photos and videos on your phone.
Is there something you’d like us to discuss? Let me know in the comments below!
Until next time!
xx, Alison
This is great, Allison!
Great content!!