The Video First Founder
How to master short and long-term content to connect with your customers
CONTENT STRATEGY & STORYTELLING
Serena Holmes
11/21/20258 min read
You’re a founder, an investor, or business professional— someone used to commanding rooms, forging partnerships, and telling stories that matter. But here’s the shift: in 2026, the story your audience craves isn’t just written — it’s heard and seen. It’s in motion. It’s you on film.
Let’s talk about why founders who go video-first are winning trust, and how you can use both short-form and long-form video to build deeper connection with your audience (especially in Canada), because when clients trust you, they choose to work with you. They invest with you. They refer you.
Why the “video-first” mindset matters right now
We’re living in a world where people’s media habits have drastically changed. In Canada, for instance, the average person will spend around 11 hours and 4 minutes per day with media in 2025 — still huge. EMARKETER
Even more compelling: 91 %+ of businesses now integrate video into marketing in meaningful ways. Digital Arkitechs+2kreativehive.ca+2
And in the digital marketing space, those who craft video content and deploy it strategically enjoy stronger engagement. For example, videos on Instagram in Canada are getting about 21.2 % more interactions than static images. Made in CA
What’s the takeaway?
Your clients are watching, scrolling, consuming video. If you’re not in front of the lens, you’re letting someone else define your story (and your voice). As a real estate investor and listing agent, trust is everything. Video gives your clients face time with you, builds relatability, shows authenticity, and nails that “know-like-trust” factor.
Short Form: The trust-building spark
Short video (think Reels, TikTok, Shorts, 30–90 seconds) is the fast lane. Quick, snackable, high energy. It’s perfect for capturing first impressions, dropping micro-stories, and making you approachable.
Why it matters:
Shorter videos get more engagement. One source says short videos under 90 seconds generate over twice the engagement of longer formats. Lifewire
According to Canadian data: brand posts with video got notably higher interaction. Made in CA
Short-form is mobile first — and given so many people consume via phones, you reach them where they are.
What you can do:
Drop a quick “day-in-the-life” clip: showing you visiting a listing in Pickering, or checking a construction site for your investment portfolio.
Share a 30-second tip: “Three things first-time buyers in Durham must ask when touring a home.”
Behind-the-scenes: maybe you prepping for a podcast episode or an investor dinner — humanises you.
Use captions (many watch muted), quick cuts, perhaps text overlays: Keeps attention.
Why it builds trust: Because it’s you, real-time, unscripted (or lightly). Clients see you in the moment rather than in static headshots. They begin to feel they already “know” you.
Long Form: The depth you need for authority
Short videos are great for sparking interest. But trust, deeper trust, sometimes requires more space — a long-form video (5–15 minutes or more) where you dive into your story, your values, your process.
Why it matters:
Viewers who stick around for longer content begin perceiving you as credible and authoritative.
According to the Wistia “State of Video 2025 Report”, more companies are bringing video production in-house and using analytics to measure engagement and conversions. wistia.com
In real estate, investing, or entrepreneurship, people want depth: how you operate, what you believe, what you’ve learned (your book, your podcast, your agency history) — this deserves more than 60 seconds.
What you can do:
Record a “Founder Story” video: “How I built Tigris Events for 18 years, why I became a REALTOR® and real-estate investor, and what that means for you as my client.”
Host a mini-webinar/interview on “How to invest in Durham Region real estate in 2026” — film it, edit it, distribute.
Create a series like “Behind the Listing”: visit a property, walk through the features, talk through the financing, share lessons for investors and sellers.
Use it as a lead magnet: ask people to sign‐up for access, which builds your list and means you’re trusted enough that they’ll trade their email.
Why it builds trust: Because longer format conveys you’re not hiding. You’re transparent. You’ve got something of substance. As you mentioned your values (transparency, integrity, trust) — long-form gives you the space to demonstrate those.
How to integrate both formats as a “Video-First Founder”
Here’s a simple workflow you might adopt:
Pick a theme for your week or month (for example: “Preparing your home for sale in Pickering”, or “First-time investor strategies in Durham”).
Create a long-form video around that theme — maybe a 10-minute interview or solo talk.
Repurpose the long-form into 3-5 short clips (30–60 seconds) for social platforms.
Post consistently: One short video every 2–3 days; one long-form video weekly or bi-weekly.
Call-to-action (CTA): Short clips can say “Check the full video in bio”. Long-form can say “Join my newsletter / get my free guide”.
Measure engagement, e.g., view duration, completion rate, comments. According to the Wistia report, engagement rate and conversion rate are key metrics. wistia.com
Be authentic: This is non-negotiable. Clients sense when you’re rigid vs when you’re real.
Special considerations for Canadian real-estate and investing context
In Canada, real-estate video content is fewer compared to the U.S. in many local markets. That gives you an edge if you lean-in.
Use local flavour: mention “Durham Region”, “Pickering waterfront”, “GTA investment climate”. Show familiar scenery. That enhances relatability.
Respect privacy & regulation: When filming properties, get permission. Avoid implying financing guarantees. Use disclaimers.
Leverage bilingual culture if applicable (ex: French subtitles) depending on your niche.
Because you’re a listing agent investor: show behind-the-scenes of staging, negotiations, ROI for investors — that builds aspiration and trust.
Wildcards & Predictions (yes… speculation ahead)
Prediction: By 2026, AI-driven personalisation will mean videos adjust dynamically for viewer segments (location, demographic) — you might film once, then an AI version changes on-screen text or intro based on viewer.
Prediction: Social commerce via video in Canada will surge; live video open houses may become standard.
Contrarian idea: Instead of slick production, raw authenticity will win: your smartphone, natural lighting, real conversation may surpass studio-grade. Because authenticity = trust.
Speculation: Founders not doing video will be viewed as riskier or less modern by younger buyers/investors in the next two years.
(Flag: these are predictions—not guaranteed outcomes.)
You already know how to build businesses. You know investing. You know events. You’ve told stories. Now, let the camera help you tell your story to the world. As a video-first founder, you’re not just posting content — you’re giving viewers a front-row seat to your journey, your values, your expertise.
Start small: one short clip today. Film your next listing walkthrough tomorrow. Edit, upload, share. Over time, the collection of videos becomes a trust-library of “I know this person, I like them, I believe them”. And when someone lists their home in Pickering, or invests in Durham Region, guess who they’ll pick?
That’s right — you.
Resources & further reading (Canadian-friendly):
“Video Marketing Trends 2025: Capture Attention & Drive Conversions” — Kreative Hive (Canada) kreativehive.ca
“The Latest Trends in Video Marketing: What’s Hot in 2025?” — Digital Arkitechs (Canada) Digital Arkitechs
“30 Vital Video Marketing Statistics You Need to Know in 2025” — The Social Shepherd The Social Shepherd
🎥 Fundamental Gear You’ll Actually Use
You don’t need a Hollywood rig to get started (and indeed too much gear can slow you down). Focus on three pillars: camera, lighting, audio — and mobile-friendly portability because your work means you’ll often be on-site (listings, property tours, investment visits).
Here are high-quality options I recommend (available in Canada) — you can mix and match based on budget.
1. Camera / Capture Device
DJI Osmo Pocket 3: This is a compact, high-quality camera with built-in stabilization, suitable for property walkthroughs, talking-head segments, mobile use.
SmallRig All‑in‑One Video Kit for Smartphone Creators: If you want to keep things super mobile using your smartphone (which you already carry everywhere), this kit adds the accessories (tripod, mount, light) to up your game.
Why start here? As one Canadian gear-guide puts it: “you don’t need the most expensive gear on day one, but investing smartly from the jump will save you a ton of time, energy, and headaches.” Vistek+1
Tip: Set your camera to at least 1080p/30fps (ideally 4K) so you have flexibility for editing and cropping. vivastudios.ca+1
2. Lighting
Mobifoto 18″ Bi‑Colour LED Ring Light Vlog Kit: Great for interviews, indoor scenes, living rooms of listings.
Optional: Add a portable LED panel or softbox if you’ll record in variable light conditions. Canadian gear-site notes lighting “can make a $300 camera look like a $3,000 one—or vice versa.” Vistek
Tip: For property walkthroughs, try shooting near large windows (natural light) and supplement with your LED ring/panel to fill in shadows. Helps you look more polished.
3. Audio
RODE Vlogger Kit for USB‑C Devices: High quality mic kit, great for talking-head videos, interviews with clients/vendors, etc.
Bonus: If you walk & talk in properties, consider a wireless lav mic so you’re hands-free and the audio stays clean.
Why audio matters: Many viewers will tolerate less-than-perfect visuals, but poor audio will kill trust. Gear guides emphasize mic + lighting together as essentials. Henry's Camera+1
4. Accessories & Workflow Enhancers
Tripod / monopod or gimbal-style device for smooth movement (especially when you’re doing walk-through clips). Henry's Camera+1
Extra batteries / portable chargers: On-site shoots drain gear.
Memory/SSD for high-resolution footage.
Editing software (Adobe Premiere Pro, Final Cut, or DaVinci Resolve) & backup storage: essential. avermedia.com
Optional: Something like the Sony ACCVC1 Vlogger Accessory Kit for more advanced setups when you’re ready.
🛠 Workflow for the “Video-First Founder” in Real Estate
Since you’re working in real estate and investing, here’s a workflow to match your dual role (listing agent and investor educator).
Pre-Shoot Planning
Script or outline your short-form (30-90 sec) and long-form (5-15 min) segments. Example: For a listing you’ll film a quick teaser (“Just listed in Pickering—see inside!”) + long form interview (“What makes this property a great investment in Durham Region?”).
Check the property: lighting (time of day), background noise, permissions (especially if filming inside a home).
Capture On-Site
Use your smartphone+kit for quick short-form clips (mobile-first).
Use your dedicated camera (DJI Osmo Pocket 3) for long-form, higher production value.
Use tripod/gimbal for stable movement; for walkthroughs, capture both wide room shots + “you talking” segments.
Record good audio: mic close to you; avoid HVAC noise, garbage truck outside, etc.
Lighting Setup
For interior: turn off harsh overheads if they flicker; use ring light or LED panel to fill face if you’re the presenter.
For exterior or bright windows: expose so you’re not silhouette (camera may want to “see” darker interior).
Editing & Repurposing
Edit your long-form video (5-15 min). Include an intro (“Hi, I’m … ”), your story, value you bring, call to action.
From that long form, carve 3-5 short-form pieces (30–90 sec) designed for Instagram Reels, TikTok, YouTube Shorts.
Keep branding consistent: your logo, colours, lower-thirds (“Your Trusted Listing Agent — Durham Region”).
Add captions (many mobile viewers watch muted).
Publishing & Distribution
Short videos: Post 2-3 times per week on IG/TikTok/YouTube Shorts referencing your expertise (investor tip, listing highlight, behind-the-scenes).
Long video: Weekly or bi-weekly. Upload to YouTube or your website, email list.
Link everything: short videos should lead to long-form (“Full video in bio / link”) and long form should lead to your lead magnet or service (“Download my free home-sell guide” or “Schedule your listing consultation”).
Measure & Iterate
Track views, watch-time (especially for long form), comments, click-throughs to your site.
For property videos: track inquiries / listing leads that came through video views (tie back to your core business).
Use that data to refine: what type of content resonates (investor tips vs home-sell advice vs property walkthroughs).
Canadian-Specific Considerations & Extra Tips
When filming inside listings in Ontario (Pickering/Durham), obtain written permission from homeowners if you plan to publish online. Protect privacy.
Keep in mind data/storage costs and tax treatment: Your gear can be depreciated as a business asset (since you’re a REALTOR® / investor).
When using your smartphone on mobile data: ensure you have enough upload speed or use WiFi to avoid surprise bills.
If you’re filming outdoors (e.g., waterfront in Pickering), watch for bright sun that can blow out your image. Use fill-light or shade yourself.
Since you’re targeting clients in Durham Region / GTA: make your content hyper-local. Show landmarks, neighbourhood vibes, local phrases (“just across from Frenchman’s Bay”), which builds relatability and trust.
🚀 Advanced/Contrarian Ideas (for when you’re ready to level-up)
Use live-stream open houses: Walk through a listing in real time, respond to viewer questions live. Builds immediacy & trust.
Add investor-education segments: Use your history (multi-award event agency + investor) to film “day-in-the-life of a real-estate investor in Durham”. Makes you more than just “agent” — you’re an educator.
Experiment with AI-driven video personalization: In the near future you might send customized videos to potential clients (“John, I found a property you’ll love”) where parts of the video change dynamically per viewer. Flag: speculative, but worth keeping on radar.
Rather than perfect polished production, lean into raw authenticity: mobile-shot, natural lighting, you in the field. Audiences trust genuine more than over-produced. Again, speculative but aligns with current creator-trends.