I write this blog post to the new affiliate marketer who is struggling to launch their social media content, in particular, their short-form videos. Perhaps you’re one of those who isn’t sure what to talk about, or how to capture engaging content.

In thinking about what I wanted to write about this week, I had a momentary “writer’s block,” in that I couldn’t decide what topic was most pressing. Each week, I try to keep my blog (perhaps it may be more appropriately named my “business journal”) relevant to what I’m currently working on or facing. This week, I’ve spent more time working on my social media strategy rather than taking more action steps. I didn’t think what I’d been working on this week was “blog-worthy,” but I decided to write about it anyway.  

Something I have grown to learn about myself over the past few years, as well as grown to realize the benefit this brings me in certain aspects of my life, is my ability to be an excellent observer.

I point this out to say, I used this to my advantage when I was in practice, I became very good at reading nonverbal cues from patients, which often told me way more about what was going on with them than what they ever could have told me.  I’ve been watching a good deal of social media videos lately (FB Reels, IG Stories, YouTube shorts — called short-form videos) to get a decent grasp on how I intent to launch my content.  I’m fairly confident in the content I want to talk about, but exactly how I should “package the message” I’m still toying around with.  I want to be as authentic as possible and showcase the real Lauren in the process.  I could get in front of the camera, I could perform, I could dance (somewhat) but that’s not how I want to capture a serious audience.  As I watch Reels, Stories, or Shorts, I watch through the lens of, “how could I change that video to better capture my unique message?”.  This has been exceptionally helpful as I continue to hone in on my strategy for the videos and social content. 

A few things I want to point out: in this day and age, there is so much noise, so much static on social media, you can get buried in the rubble. 

So the inevitable question that I am constantly asking is, “how do you stand apart from the crowd?”

Here’s the good news: I don’t think you have to try very hard to set yourself apart from everyone else. I think the best thing anyone can do is to BE YOURSELF. I think there’s something to be said for being yourself, speaking well, while providing valuable content. 

If you’re scared… that’s cool. Show it.

If you’re nervous, no worries, you’re normal.

person typing on MacBook Pro on brown wooden table during daytime photo

The biggest thing at the end of the day is to show others that you’re human and you are just like them.  Yes, you need to provide valuable content (otherwise you will just be like every other social post and become static noise).  However, as long as you’re providing value, your delivery can be mastered over time. 

No one wants to see perfection. 

I don’t think it can be trusted. 

It’s not genuine.

I’m going to attempt to break down what I have been observing.  I’ve been seeing a trend with many videos and I’ve started my own classification system.

This is in no way, shape, or form a concrete list of types of short videos, but it’s the list I have put together.  This is a list of the videos (Reels, Stories, and Shorts) that I tend to see constantly repeated among affiliate marketers:

I think this is perhaps your basic video, where the creator records themselves, discussing whatever valuable content they seem appropriate to discuss.  There’s often not a lot of “fluff” with these videos, perhaps sometimes the captions may be included (preferred, if possible). You may consider these your basic instructional videos or information-heavy videos.  These videos will likely be the primary type of video strategy I intend to start with, providing value and enticing the viewer to continue engagement with me. Of course, some Talker videos are better than others, which certainly has a lot to do with how comfortable the creator is in front of the camera, and how well versed they are on the content. These types of videos can bring a lot of value.

Similar to the Talker, the Walk-and-Talk is going for a walk, or perhaps another action, and talking to the camera, the viewer, at the same time. I have seen many short videos with the video creator is filming themselves while walking their dog, or something similar.  I think this is an excellent video strategy. It’s as though you (the viewer) are on a walk with a friend, and they just happen to be sharing a story with you. These videos are less formal; however, I believe that’s the beauty of them. Many times the creators are telling you a story, or they could also be providing you valuable content, both as if they were just chatting with you as though you were their closest friend. These videos can be serious or light-hearted, but often they are quick to capture the viewer’s attention and keep them engaged.

I can’t figure out why this is a thing, can someone enlighten me? Why the driver’s seat of your car? I’m assuming it’s because the acoustics are good.  Or, maybe their car is the only place where they have a holder for their cell phone?  Perhaps it’s when you’re driving you receive your greatest and brightest ideas, or maybe this is the point during your day you can offer up a confession to your phone.  Regardless of the reason, the Talker from the Driver’s Seat is similar to the Walk-and-Talk, except they are recording and doing so from their car.  Just as the Talker or the Walk-and-Talk, these can provide excellent content as well as informative.  They can either share a story, share a nugget of information that is helpful, or connect with the viewer on a personal level. Or.. there’s the flexibility to make the Driver’s Seat “confession” an entertaining monologue.  There’s a lot of room for either an entertaining or instructional video.  For everyone reading this blog right now, I want you to call me out if you ever see a Talker from the Driver’s Seat video from me… you will know I have crossed over to the dark side.

Sometimes videos can be geared more towards entertaining rather than informational.  Social media is an excellent place to show off your dance moves, or something a little more entertaining. This method is often used to show excitement or elated joy about something.  In affiliate marketing, most often these are geared towards a proud announcement you want to share, or showing how much your life has changed due to affiliate marketing, or perhaps they have announced they have officially left their 9-5 job and are now concentrating on affiliate marketing full time. Often times I’m envious of these videos (especially if they exhibit better dance moves than I can do).  This is an excellent way to spotlight good news that you may have recently experienced, particularly in terms of your business.  It’s my plan to include these types of  videos on occasion.. you may or may not see me dancing, however, I do think there is value in mixing up your content, and showing a light-hearted side of your personality (assuming you have one).  Although the topic of creating an online business and earning money to change your family’s life is a serious one, sometimes we can lighten the mood a touch and create a video celebrating our wins.

There are some people who don’t want anything to do with creating videos where their face is shown on camera.  These can be termed, “faceless videos.”  I don’t have a problem with faceless videos, however they can come across as silly or worthless at times. Other times they can feel a little “salesy” to me.  These videos feel like they are just taking up space in the background, while captions are on the screen. I think they can still be tastefully made as long as they aren’t your primary video strategy.  I also feel faceless videos are okay, but my personal preferences is that they should have something to do with the topic at hand. I have seen videos of someone filming their feet while writing about affiliate marketing and that just seems odd to me. However, there’s a good chance I will have my dog on camera at times instead of myself (seriously, he’s really cute) so I guess perhaps I will succumb to peer pressure on this one.

These videos can be either entertaining or more serious.  These tend to include the creator pointing to different corners of the screen as words pop up in the direction they are pointing. These videos are usually focused on highlighting a list of items, such as, “Here are the top things I use in my affiliate marketing business,” or “These are my affiliate marketing earnings over the last several months,” etc.  The creator rarely talks in these videos and it’s often set to music.  I think these types of videos can be a good change up from your standard talking video, and again, if at all possible, always try to bring value.

The Shaming videos… these are my pet peeve.  These videos tend to shame the viewer for not following their advise or taking the creator up on their offer.  These tend to sound something like, “I’m providing you the answer but you keep on scrolling…”. I understand this is a popular tactic, even in sales, however this doesn’t sit well with me. I would hope that I could encourage you to refrain from shaming anyone who doesn’t want to follow your information.  There will be people that are attracted to your info, and others who are not.  Focus on the ones who want to hear from you, let the other ones pass on by.  No shaming needed.

In full transparency, I haven’t figured out how this video is actually created. I’m almost certain it’s a TikTok capability, but I’m not 100% sure. This video is where the video creator is answering or discussing a question they received from a previous video.  Usually these questions or comments are negative, or accusatory that they aren’t being truthful, and the video creator is responding to that comment and perhaps justifying their claims. I will have to table this one for now… I’m not sure if I will do these types of videos or not… perhaps that will depend if someone angers me enough (oops, did I just write that?)

There can be benefit in posting a variety of different types of videos (minus the Shaming video, of course).  Perhaps you may focus more on one type but sprinkle in a few of the different formats to shake things up. That’s likely the strategy that I will take. I do know that my goal is not only to get valuable information across but do so with my personality coming through. 

Now remember, as I have eluded to in last week’s blog post, the goal of your social media should be to funnel your audience to your website, and ultimately to your newsletter.  I call this your ‘back end system,” consisting of your funnel, your website, and your newsletter list.  The more engaging your social media content is, the more people will want to hear more from you and follow to your back end system. 

Now I’m curious from you, dear reader… on the above list, what did I miss? What type of videos do you plan on filming? Will you be dancing, talking from your driver’s seat, or pointing at the corners of your phone screen? I’m interested in hearing your thoughts.

PS — For someone who had “writer’s block” earlier this week, I feel this lengthy post made up for it, eh?  What can I say, the flood gates opened.

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22 thoughts on “Social Media Short Videos: What kind are you?”

  1. Hi Lauren – I find I look forward to reading your blog each week as they contain so much value and are very well written! You pretty much summed up the different type of video posters! I find I watch a lot of FB Reels just to get ideas of what I want to do when I eventually start posting videos. Ok, if honest, I also watch them because they are sometimes so stinking clever and funny. Dang, I just told on myself that I need to focus on spending my time in a more productive manner. I even got a TikTok account (something I thought I would never do) but have not posted anything yet. What do you plan to use as your main SM video platform? I resonate with the Walk-And-Talk video and like you, I just don’t get the driver’s seat videos, but hey, they are intriguing. It reminds me of waiting in a carpool lane looking for something to do :). Have a great day and week!

  2. Great breakdown of some of the different types of videos. One thing I’ve noticed is videos of animals that are just entertaining, but then when you scroll to the next (at least on instagram, not sure if this is on tiktok) you’ll then see the merch they are selling that relates to dogs, cats, capybaras or whatever entertaining thing is in the video. I haven’t figured it out, but I’m thinking about how this could be applied to other affiliate products.

    Also somewhat similar to the response to a comment, is the stich coming in video, where a person mixes a video with their response to that video.

  3. Nakina Lawson

    Thank you this summary, Lauren!
    I feel like you’ve done the research for me 🙂
    I’m definitely going to benefit from the work you’ve done this week.
    I really like when you wrote: No one wants to see perfection. I don’t think it can be trusted.
    It’s not genuine.
    I think that applies to video and other areas of life.
    It is very helpful when applied to my business. This week, I received advice to act faster with imperfect action to make progress. I’m going to write your words down and post them where I work to help me do just that.
    Thank you!
    Nakina Lawson recently posted…A Plan Plus Action Equals SuccessMy Profile

  4. Alison Blaire

    Lauren, thank you so much for breaking this down; I think it is important to understand the trends and types of videos before diving in, and I really appreciate the way you did this. I have been creating content and experimenting in the world of social media videos; I haven’t cracked the code yet, but I really appreciate these insights to understand these platforms better and the types of videos and structures that lead to success!!!! I look forward to watching your journey and getting more of your insights!

  5. Kate Loving Shenk

    I’ve used all of the above video formats you describe. Not the punitive strategies, though. My walk and talk videos, lately, focus on the importance of walking for seniors. I want them and anyone else to walk with me, as I muse about concerns people might have about aging in general. Years ago, I did a you tube series on “Bringing Death Out Of The Closet.” I believe I’d like to take that topic up, once again. Death is the elephant in the room, after all. Those are the best ones to fully embrace.

  6. Hey Lauren,

    First of all, great blog site! 🙂

    You are spot on about being yourself at all times. I think as humans we naturally tend to compare ourselves to others.
    You have pointed out some different types of videos, which have always been there, however, I never noticed them until reading your post.

    Keep up the great work and I look forward to reading your future posts.

    Chigs recently posted…The Potential of Two Hours A DayMy Profile

    1. Lauren Millman

      Thank you Chigs! I’m glad you enjoyed the post! Thank yo for stopping by and I look forward to seeing you ‘around’ next time!

  7. Meredith Moore

    HI Lauren,
    Great posts on social media and all their aspects with how they can be presented in different ways. My favorite is the one in the car. I don’t understand why some people do it there either… The only thing I can think of is like what you said, it’s where some people do their best thinking and focusing. You gave a lot of clever ideas of what you can do and how. Thanks again.
    Meredith Moore recently posted…Facing Adversity With Financial Setbacks, And How To Conquer & Succeed Through ItMy Profile

  8. Lauren, brilliant post, thank you. Firstly I love the way you’ve broken down all the different types of video personas. I’ve definitely done the driving one and the talking one and I may try some of the others although dancing won’t be one of them. Having worked with you now for a couple of months, I think you have everything you need to do it, but I think you’re being too hard on yourself. You’re trying to be perfect at it before you’ve done it. There’s no such thing as perfection. We continually try to get there but it doesn’t exist, so just start doing it it will be fine. Just tell people what you’re thinking what you’re feeling what you’re doing and it’s amazing how people resonate with it. Just two weeks ago I was petrified and now I’ll quite happily do a video whether it gets views or not is another story. Just start doing it and you’ll get better as you go. All the best, Atif
    Atif Perwiz recently posted…The benefits of successful behaviours in Affiliate MarketingMy Profile

  9. I’m such a driver! I am trying to fit in doing videos while still doing everything else. I didn’t realise how much time I spend in the car!
    I think I might post all the bloopers, everyone would have a laugh, the dog barking or moaning, someone ringing, or I just can’t get my words out! It’s a skill that I need to improve.
    I’m looking forward to seeing your journey.

    1. Lauren Millman

      I would definitely love to see the blooper reel! That would certainly be entertaining to say the least! 🙂

  10. Awesome blog post, Lauren. You break down the different types of videos beautifully, and I love your site and colors. Great Job. I will start doing videos, but I am unsure which kind. I think showing your face and talking directly to people is best (as opposed to having AI do your video). Anything less than the creator performing their video is not as personable and doesn’t do much for one’s brand. I think with a lot of practice, anyone can get good at it.

  11. Eleanor Hope

    What can i say Lauren,

    As one of the comments mentioned, you have done most of the heavy lifting…. that I should have done before I started but I find with this (videos) I can quickly talk myself out of it so for me it was easier to just jump in.

    Having said that, I probably should have got a bit more understanding as I have deleted one vid by accident and archived another but TikTok says something about keeping deleted videos for 30 days so perhaps I will be able to get them back.

    I am glad that you are observant as you have nailed the different types as far as I can tell and I think that I will try the top three, though am leaning towards the walk and talk as I feel my mood is heightened just by being outdoors.

    There is that music-shared video so perhaps together we can all come up with lyrics and make up a song for affiliate marketing.

    I agree you’ve worked your way through your earlier writer’s block to another award-winning post.

  12. Sharel Siarkiewicz

    Hi Lauren, your flood gates definitely opened! I’m glad they did. This was very informative, and I love how you classified the types of videos. Definitely food for thought. I am trying to get my own head around videos, so I loved your point of view. I expect any video I do will likely be more educational but relaxed and friendly sounds like a nice approach too. I think mixing it up will make doing the videos more enjoyable too. PS> I think the driver’s seat video is often done out of necessity to find a quiet undisturbed location to film! I often find it difficult to locate any other private location for a conversation 😉
    Sharel Siarkiewicz recently posted…#9 Ahoy, matey! Setting sail into Affiliate Marketing….My Profile

  13. Hi Lauren,
    great breakdown of not only the how but the types of videos! Great information to keep in mind – mostly when you’re a talker like me! LOL!
    Looking forward to reading about how everything works out for you! As I mentioned to others, I’m currently on vacation and I’m taking the time to review what type of Social Media I will use to promote my blog. Your information is very on-the-point and definitely worth a read; it’ll help me with my decision, that’s for sure!

  14. Hi Lauren, this is an extremely helpful post that breakdown the various types of short videos. I think you can add one more to the mix, “The Reaction Video”, where you film yourself reacting to another video.

  15. Lauren,

    This is awesome! I know it had to have taken a lot of time and effort to put this list together. I had no idea there were so many different categories that the video types fell into.

    The drive I believe is trying to multitask during their commute time. It’s there way of making use of their hours of travel time to and from work. Not the safest thing to do but is indeed a popular option.

    I will never be able to watch another video without thinking which catagory it falls within.

    Thanks for posting this, I know it will be a good thing to know what category a video fits in.

    Have an awesome day!

    1. Lauren Millman

      Thank you CJ! I’m glad you found it useful information. I’m glad you’ll think of this post when you watch short videos in the future.

  16. Hi Lauren. Interesting post. I plan to do a mixture of types ie some business tips and some real life. Not too sure I’ll be doing a lot of dancing though but you never know , maybe when some of the bigger goals are achieved


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