Every year brings a format that everyone says you must be on. Most of them do work. None of them work if you try all four at once with the time you actually have.
Here is what the main ones are good at, so you can pick the one that fits.
Live video
The appeal is that it is unedited. People can ask something and get an answer while you are talking, and that reads as more honest than anything produced.
Good for: demonstrations, question sessions, anything where being unpolished helps. Bad for: businesses where a mistake in public is expensive.
YouTube
The one people forget is a search engine. Someone typing "how do I fix" into YouTube is much closer to buying than someone scrolling a feed, and a video answering that question keeps earning for years.
Good for: anything you get asked to explain repeatedly. It is the highest-effort format on this list and the one with the longest shelf life.
Podcasts
The intimate one. Somebody has your voice in their ears for half an hour, usually alone, which builds a kind of familiarity no other format matches.
Good for: long sales cycles, professional services, anything where trust is the thing being sold. Bad for: quick transactions, where nobody will invest thirty minutes before buying.
Short clips
Fifteen to sixty seconds, vertical, made to be watched with the sound off. Platforms push them to people who do not follow you, which makes them the cheapest reach available.
Good for: getting seen by strangers. Bad for: explaining anything complicated.
How to choose
Two questions.
Where are your customers already? Not where the audience is biggest. Where yours is. A B2B supplier on TikTok is doing a lot of work for an audience that will not buy.
What can you sustain? One format done weekly beats four done twice and abandoned. The formats above are ranked roughly by effort: short clips are the cheapest to keep up, YouTube the most expensive.
Then the part that is true of all four: content that is genuinely useful to your customer outperforms content that is about you. That has not changed and it is not going to.
If you would rather this was somebody's job than another thing on your list, that is what we do.
Builds websites and the systems behind them for small businesses in Spain and the Netherlands. Writes down the things clients ask twice.
