Social Media Marketing Podcast
Episode: Shareable Short-Form Video Content: Get More Views and Engagement
Host: Michael Stelzner
Guest: Brittany Cross, Short-Form Video Expert, Founder of Fun Love Media
Date: September 4, 2025
Episode Overview
In this episode, Michael Stelzner talks with Brittany Cross, a specialist in short-form video content, about how marketers and business owners can create shareable videos for platforms like TikTok and Instagram Reels. The focus is on actionable strategies to increase exposure and engagement by leveraging the organic power of shareability. The discussion dives into Brittany’s background, the psychology and mindset required for effective video content, and a step-by-step breakdown for crafting videos people want to share. Practical examples, tips for getting started, and guidance for integrating these tactics into a business’s overall marketing strategy are featured throughout.
Key Discussion Points & Insights
Brittany’s Journey to Video Expertise
[03:22–05:27]
- Lifelong performer from small-town Texas, Brittany saw social media as a "virtual stage," starting in the MySpace era.
- Grew organically into consulting as friends and business owners recognized her social prowess.
- Founded Fun Love Media in 2019 focused on helping marketers and entrepreneurs gain confidence and visibility through creative content, especially short-form video.
"To me, [social media] was like this big virtual stage. I loved it and I still love it so much." – Brittany Cross [03:43]
The Power of Shareable Short-Form Video
[06:43–08:48]
- Shareable content gets "more eyeballs on you, on your brand, on your business," Brittany emphasizes.
- It leverages human curation rather than algorithms, tapping into modern word-of-mouth marketing.
"When a human shares a video with another human, that is something that is like next level." – Michael Stelzner [07:49]
Mindset Shifts for Marketers New to Video
[09:13–10:50]
- Don’t let perfectionism become procrastination: set a goal for preparation, but then publish.
- Early on, few will see your videos—think of it as rehearsal.
- Overcoming self-critique is essential; recognize personal quirks and move forward.
"Don’t let preparation turn into procrastination." – Brittany Cross [09:46]
"Published is better than perfect. Because you're robbing people of the opportunity… to continuously get your chops and get the improvement." – Michael Stelzner [10:50]
Sustainability & Authenticity in Content Creation
[12:21–13:17]
- Establish a sustainable content cadence (e.g., once a week) and stick to it.
- Confidence grows from repeated action and following through on commitment.
Speaking the Viewer’s Language
[13:27–14:02]
- Truly know your audience: create an avatar or imagine a 'younger version of yourself' as your target—what resonates with them, their language, and emotions.
- Content should reflect shared experiences.
"You can just speak to that younger version of yourself. And that makes it so much easier because you understand all the language." – Michael Stelzner [14:02]
What Makes Content Shareable?
[15:16–21:29]
- Clear definition: Short videos (9:16 vertical) that viewers feel compelled to repost, DM, or share externally.
- Shareable content provides “a reason” for the viewer to spread it—usually a shared human connection, nostalgia, relatability, or entertainment.
- Audio and text are key: music can trigger nostalgia and shared memories (e.g., "songs that we first heard as kids at the orthodontist" video).
"The text on the screen tells the story and also helps make it more shareable. And it says songs that we first heard as kids at the orthodontist that hit even harder now that we’re in our 40s." – Brittany Cross [16:54]
- Universal application: Grocery stores, salons, or any business can use these principles by focusing on common experiences relevant to their audience.
Practical Guide: Crafting Shareable Short-Form Video
1. The Hook: Capture Attention Instantly
[23:40–28:15]
- The hook must grip viewers within 2 seconds.
- Use movement (walking, dynamic entry), strong visuals (on-brand settings), bold headlines or numbers, and trending audio.
- Example: Hair salon owner video used the setting, movement, and an on-screen bold statement about her success.
"If you don’t, they’re going to keep scrolling… You cannot start with ‘Hey guys, I’m here to…’" – Brittany Cross [23:40]
"We have a beautiful on-brand setting, well lit, she's walking by, we have the movement…we have the on-screen text...and trending audio." – Brittany Cross [25:24]
2. Storytelling: Say a Lot in a Little Time
[30:30–33:52]
- Edit ruthlessly. The goal is to evoke an emotional response or highlight a bold, relatable fact in one sentence.
- Ideal length for shareable video: aim for 15 seconds or less.
"We really described a bit of a story in like one sentence." – Brittany Cross [30:30]
"If you really, really are really trying for visibility…they need to be like 15 seconds or less." – Brittany Cross [33:03]
3. Calls to Action: Less Is More
[34:41–35:37]
- Don’t make overt calls to action—the aim is organic brand awareness and engagement, not direct selling.
- If required, put CTAs at the end or in the caption, but prioritize connection and followership.
"Honestly, that’s really not the focus of these videos. This is brand awareness…you can have a call to action, but don't make that a substantial part." – Brittany Cross [34:48]
4. Choosing the Best Stories to Share
[35:37–38:40]
- Revisit past posts that resonated (high engagement, strong narrative, or personal lessons learned).
- Ask: What lessons, moments, or shared experiences would my ideal customer relate to or be proud to share?
- Let your clients (or yourself!) talk freely to unearth bold, standout stories and unique experiences.
"You are helping to represent them for them to want to share it. Right. So that’s why people want to share the orthodontist jams. Well, I’m not making it all about me." – Brittany Cross [36:59]
"Sometimes just zip it… and listen to other people. We're going to learn a lot and let them just start to flow." – Brittany Cross [38:40]
5. Integrating Brand and Product
[39:59–41:13]
- Subtle branding: Uniforms, company logos, in-business settings.
- The video’s context and posting account reinforce brand, even if the topic isn’t directly about products or services.
"They're always in uniform, if you will. They have their scrubs, they have the company logo on their stuff. They're at the place of business… but they're not doing anything about dentistry." – Brittany Cross [39:59]
6. Shareable Video as Part of Content Mix
[42:13–43:23]
- Recommended as at least 50% of your overall short-form content if the goal is increasing brand awareness.
- Consider cadence (e.g., one shareable video per week if posting three times per week).
7. Efficient Content Production
[43:41–45:30]
- Batch record multiple videos per session; use a shot list for planned filming.
- Decide in advance whether you’ll script or outline.
- For B-roll plus text, pre-plan your messaging.
"If you can sit down and spend, you know, an hour and a half and create five videos… that’s really the best way to do this." – Brittany Cross [43:41]
Notable Quotes & Memorable Moments
- "Don't let preparation turn into procrastination." – Brittany Cross [09:46]
- "Published is better than perfect." – Michael Stelzner [10:50]
- "You have to give them a reason to want to share it. And that's where all these tactics and things come into play." – Brittany Cross [15:16]
- "It's not a Britney show, and it's not about me. It's about me sharing something that will resonate with them that then they want to go and spread the word about." – Brittany Cross [36:59]
Suggested Episode Timestamps
- [03:22] – Brittany’s background and transition into social media and video
- [06:43] – Why shareable short-form video matters for exposure
- [09:46] – Mindset tips: Overcoming overthinking and perfectionism
- [13:27] – How to "speak the language" of the audience
- [15:16] – Defining shareable content and examples
- [23:40] – Breakdown: The importance of the hook in video
- [25:24] – Example: Creating engaging movement in video hooks
- [30:30] – Storytelling in short form: brevity and impact
- [33:03] – Optimal video length for shareability
- [34:41] – Rethinking calls to action in shareable content
- [39:59] – Subtle brand integration in video content
- [42:13] – Content mix: What percentage should be shareable?
- [43:41] – Batching and practical production advice
Conclusion & Where to Connect
Brittany Cross wraps by encouraging listeners to plan, batch, and never let perfection stifle progress. For more from Brittany, visit funlovemedia.com and find her on all major social platforms as Brittany Cross or Fun Love Media.
For full show notes, visit: socialmediaexaminer.com/podcast/