Instagram Reels: the trust platform
Reels reach new people, but the profile behind them is what closes the sale. Brands, cafés, and studios get judged on whether the grid looks alive and consistent.
TikTok: the discovery platform
TikTok will still show a small account to strangers if the video earns it. It is the fastest place to test whether an idea works, and the most forgiving about production polish.
Facebook: the reach platform
Widest age range, strongest local groups, most direct messages for local services. It is where the customers who never moved to Instagram still are.
One shoot, three edits
Do not cross-post the same file with a watermark. Shoot once, then cut for each platform.
- Recut the opening for each platform rather than the whole video.
- Rewrite captions per platform, since the reading habits differ.
- Remove other platforms’ watermarks before uploading.
- Track which platform produces enquiries, not just views.
Bad line, good line.
The same file posted to all three platforms with a TikTok watermark on it.
One shoot, three edits, each with its own opening three seconds.
"Follow us on all platforms!"
TikTok for discovery, Reels for credibility, Facebook for enquiries. One job each.
Worked example: one shoot, three cuts
Three cuts from one shoot
Tighter, styled, music-led.
Talk first, rougher, longer.
Bigger captions, slower pace.
Discovery, credibility, and reach are three different jobs. Ask each platform for the one it is good at.
Three things you can do now.
We do this every month for clients.
Scripts, filming, editing, posting, and a simple monthly report. Our prices are on the pricing page.
