Here’s a number you can’t ignore:
In 2025, video will account for 82% of all online traffic. People are no longer just reading—they’re watching. Whether it’s on TikTok, YouTube, Instagram, or Facebook, video dominates the digital landscape.
But here’s the problem:
Most small businesses in the Philippines either don’t create videos at all or treat them as random afterthoughts.
That’s like opening a store in a mall—and not putting up a sign.
Video is no longer optional. It’s essential.
If you’re running ads, posting on social media, or trying to rank on Google, video can:
- Increase conversion by up to 80%
- Improve trust and connection with your audience
- Help your brand get remembered longer
In this article, we’ll focus on this one critical digital marketing pillar: Video Marketing. We’ll walk you through the REEL Framework—a step-by-step system you can use to plan, shoot, and share videos that don’t just get views, but drive action.
😓 The Problem: Everyone Scrolls. Few Stop.
Let’s face it—your audience is busy, distracted, and bombarded with hundreds of posts daily. If your content doesn’t grab attention in the first 3 seconds, it’s gone.
You may already be seeing this:
- Your posts get likes but no leads
- Your products are great, but no one’s watching your promos
- You’ve tried video before—but “it didn’t work”
The issue isn’t the camera or the editing app.
The issue is your strategy.
✅ The REEL Framework for Winning with Video Marketing
Use the REEL Framework to plan and execute videos that stop thumbs, build trust, and get clicks:
R – Relatable Hook
E – Educational or Emotional Value
E – Easy-to-Follow Story
L – Lead With a Clear CTA
Whether you’re making a 30-second Reel or a 3-minute YouTube explainer, this framework helps your content do one thing: engage and convert.
Let’s break it down.
R – Relatable Hook
📌 “You only have 3 seconds to earn attention.”
Start with something that connects immediately. The goal is to make your viewer feel:
“That’s me!” or “I’ve felt that before.”
🛠 Hook Ideas:
- Ask a burning question (“Do you feel overwhelmed planning a memorial?”)
- Start with a bold statement (“Most people waste money on flowers they don’t need.”)
- Use motion or facial expression to catch the eye
- Start with the word “You”
📍 Example:
A flower shop video hook could be:
“You forgot it was your anniversary… and you have 2 hours to fix it.”
A chapel service ad could start with:
“You never think about this—until you have to.”
That’s how you connect instantly.
E – Educational or Emotional Value
📌 “People don’t share sales pitches. They share value.”
After the hook, your video must deliver something worth remembering. This can be:
- A quick tip
- A short story
- A relatable situation
- A simple demo
🛠 Tip: Use the 1:1:1 rule—one person, one idea, one outcome.
📍 Example:
For Aeternitas Chapel:
“Here’s why more Filipinos are pre-planning their memorials today. It saves your family from stress, unexpected costs, and rushed decisions.”
For Bloom Boulevard:
“These three flowers mean ‘Thank You,’ ‘Forgiveness,’ and ‘I’ll Never Forget.’ Which one would you give today?”
That’s value in 20 seconds or less.
E – Easy-to-Follow Story
📌 “Don’t confuse people. Take them on a journey.”
Every great video has a beginning, middle, and end—even short ones. Make your message flow naturally, like a mini-story.
🛠 Story Structure:
- Problem – What’s going wrong?
- Discovery – What solution or realization did they have?
- Result – What changed?
📍 Example:
A customer testimonial video:
“We had no idea how to plan for my mom’s final arrangements. We found Aeternitas, and they walked us through every step with care. Today, we’re at peace knowing it was all handled with dignity.”
That’s a 30-second story—and it builds emotional trust fast.
L – Lead With a Clear CTA
📌 “If you don’t tell them what to do next, they’ll just scroll away.”
End your video with one simple instruction.
🛠 Call-to-Action Ideas:
- “Message us now for available slots.”
- “Book a free consultation.”
- “Order by 3PM for same-day delivery.”
- “Tap the link to learn more.”
📍 Example:
From a chapel:
“Click below to book a no-pressure chapel tour. See what peace of mind really looks like.”
From a digital marketing coach:
“DM us ‘REELS’ and we’ll send you a free checklist to plan your first video.”
Don’t just end the video. Direct the viewer to the next step.
🎯 What Types of Videos Should You Create?
Here are the top-performing video formats in 2025:
| Video Type | Purpose | Platform |
|---|---|---|
| Explainer Video | Teach something | YouTube, Website |
| Testimonial Clip | Build trust | Facebook, Instagram |
| Behind-the-Scenes | Humanize brand | IG Stories, TikTok |
| Product Demo | Show how it works | Reels, TikTok |
| Emotional Story | Inspire shares | Facebook, YouTube Shorts |
| Educational Tips | Add value | Instagram, LinkedIn |
| Ad Teasers | Sell | FB Ads, TikTok Ads |
📍 Example:
A flower shop could film:
- “3 flowers with secret meanings”
- “How we wrap bouquets in under 60 seconds”
- “Customer reaction after surprise delivery”
🛠 Tools You Can Use (Even Without a Big Team)
Don’t let tech stop you. These tools make video creation easier than ever:
| Tool | Use | Cost |
|---|---|---|
| CapCut | Easy editing with templates | Free |
| Canva Video | Text + visual templates | Free/Paid |
| InShot | Editing and transitions | Free/Paid |
| Lumen5 | Turn blog posts into videos | Free/Paid |
| Descript | Auto subtitles + editing | Free/Paid |
| Pexels + Pixabay | Free stock videos | Free |
| Teleprompter App | Script reading | Free |
You don’t need a studio. Just a smartphone and a plan.
🧪 Case Study: From Zero Reels to 5X Inquiries
A family-owned columbary brand in Metro Manila had only posted photo graphics before. Engagement was flat. Inquiries were low.
They decided to start video marketing using the REEL Framework.
Here’s what they did:
✅ Created short Reels showing peaceful chapel interiors
✅ Posted testimonial clips from families who used their service
✅ Added CTAs like “Book Your Tour This Week”
✅ Boosted the best-performing video with ₱500
Results after 30 days:
- 18,000+ video views
- 312 link clicks
- 47 inquiries
- 9 confirmed vault bookings
All with no expensive camera crew—just a clear voice and clear strategy.
📈 How to Measure Video Success
Don’t just look at views. Watch these metrics:
| Metric | Why It Matters |
|---|---|
| Watch Time | Did people stay till the end? |
| Engagement Rate | Did they like, comment, or share? |
| Click-Through Rate (CTR) | Did they take action after watching? |
| Saves & Shares | Are people keeping or spreading your video? |
| Conversion Rate | Did it lead to bookings or messages? |
🎯 Pro Tip: One good video can outperform 10 static posts.
❌ Common Video Marketing Mistakes to Avoid
🚫 Starting slow—don’t wait to “build up”
🚫 Talking too long before showing value
🚫 Forgetting captions (most people watch without sound)
🚫 Ending with “Hope you like it!” instead of a CTA
🚫 Uploading only once, never reposting
The best brands learn by doing, not by perfecting.
🧭 Summary: Lights, Camera, Connection!
Let’s recap the REEL Framework:
✅ R – Start with a Relatable Hook
✅ E – Share Educational or Emotional Value
✅ E – Craft an Easy-to-Follow Story
✅ L – Lead with a Clear CTA
Don’t just post to fill your feed.
Post to connect. Post to convert. Post with purpose.
❓What story could you tell in 30 seconds that might earn you a lifelong customer?
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