Multimedia
Social and lo-fi video
Social video should feel native to the platform it lives on. Overproduced content doesn’t always outperform content that feels real, timely, and made for the feed. The goal is to not look like an ad. The goal is to stop the scroll and deliver something worth watching. That said, lo-fi does not mean careless. Framing, audio, and lighting still matter. A shaky shot with bad audio loses the viewer before the message lands.
General guidelines
Tone and approach
Conversational and direct. Shorter than you think it needs to be. Lead with the hook. If the first two seconds do not earn the next two, the video has already lost.
Brian Buffini on social
Brian appears regularly in social video. His presence is an asset. Keep it natural. Avoid over-scripting. The goal is for him to sound like himself, not like a spokesperson. He should feel like someone worth following, not someone selling something.
Production approach
Phone capture is appropriate and often preferred. Stabilize where possible. Prioritize clean audio above everything else. Natural light works. A cluttered or distracting background does not. If it looks wrong on a phone screen, fix it before posting.
Platform awareness
What works on Instagram may not work on LinkedIn. What works on TikTok may not work on YouTube. Shoot with the platform in mind and edit accordingly. Captions and text overlays matter. A significant portion of social video is watched without sound.
Branding
Lo-fi does not mean unbranded. Use brand colors, fonts, and logo placement where appropriate without making the content feel like a produced asset. The brand should be present without overpowering the moment.
