From employee videos to personal branding: Social media strategies that work

Melissa Laurie is the founder of Oysterly Media—a fast-growing social video agency that’s making big waves across Australia, Asia, and beyond. With over 1000s of followers on TikTok, YouTube, and LinkedIn, plus brand collaborations with giants like Hilton and Microsoft, Melissa is redefining how brands use short form video to connect with their audiences.

Together, Cec and Melissa dive deep into the power of short form video, the rising impact of employee-generated content, and what it takes for small businesses to really stand out on social media.

Melissa shares actionable tips, insights on emerging trends like social search and YouTube Shorts, and busts common myths about building an authentic brand presence online.

If you’re a small business owner, marketer, or entrepreneur ready to take your social media game to the next level, this episode is packed with real-world advice you can start using today.

Key topics

1. The Power of Short Form Video

• Rapid growth across platforms like TikTok, Instagram, and YouTube Shorts

• Effective way for brands to build trust and capture attention

• Short, engaging content requires both creativity and strategy

2. Employee Generated Content (EGC)

• Empowers staff to create authentic, engaging videos for company profiles

• Helps activate employee engagement, attract talent, and advertise naturally

• Training and confidence-building are essential for effective EGC

3. Making Content Stand Out

• The first few seconds (“first frame”) are crucial to stop the scroll

• Research trending searches and questions to create relevant videos

• Use pattern interruptions and creativity to maintain viewer interest

4. Evolving Social Search and Discovery

• Social platforms are overtaking traditional SEO for product/service discovery

• Incorporate keywords and answer search-driven questions in videos

• YouTube Shorts presents an untapped marketing opportunity, especially in Australia

5. Building Your Personal and Business Brand

• Founder-led content humanises brands and builds recognition

• Regular, value-driven posting helps refine skills and grow audience

• Experimenting with styles and staying authentic are key to success

Timestamped overview

00:00 "Trailblazing in Social Media"

05:05 Employee-Generated Content Benefits

07:44 Boosting Camera Confidence for Cafes

10:20 Captivate with Cafe Art Magic

14:00 Search Strategy: Engaging Your Audience

18:43 Boost Business with Strategic Video Scripts

22:42 Cross-Platform Short Video Strategy

26:36 Thought Leadership in Video Marketing

27:52 "Engaging Video Content Tips"

33:08 Social Media Video Mastery Tips

34:40 "Follow Melissa Laurie Online"

Learn more about your ad choices. Visit megaphone.fm/adchoices