Most people meet a brand's social posts while doing something else. They are scrolling quickly, often in public, usually without sound. A post has a moment to earn a pause, and it has to do that on a screen a few inches tall.
Lead with the point
The first second decides whether the rest is seen. Open with the product, the face, the question or the result, not with a logo animation or a slow build. If the idea only lands at the end, most people will not get there.
Assume the sound is off
Captions and on-screen text carry the message for people watching silently. Keep the text short, large and inside the area the app leaves clear of buttons and captions. Test on a real phone, not a desktop preview.
Make it for the format
A landscape video cropped to vertical rarely works; the important part ends up off-screen. Plan vertical, square and landscape versions from the start, especially if the content is being shot rather than designed.
Build a system, not one-offs
Posting regularly means making a lot of creative. A set of templates, a few repeatable formats and a clear visual style make that sustainable and keep the feed recognisable. The one-off hero post is the exception, not the routine.
