An enormous share of Mexican selling finishes in a WhatsApp conversation, and almost nobody produces video for that context. It is a different medium from a feed and it rewards a completely different kind of asset.

The video is sent, not discovered

Nobody is scrolling past it. Somebody asked a question and a person is replying with a video. That means no hook, no music, no attempt to stop a scroll that is not happening. It should open with the answer.

Make it short and specific

Thirty seconds answering exactly one question: does it come in black, how big is it, does it fit this model, how does it install. A general brand video sent into a conversation reads as an evasion of the question that was actually asked.

File size matters

Video sent through chat gets compressed and downloads on mobile data. A heavy file that takes a minute to load loses the conversation. Export smaller than you would for a feed and check what it looks like after compression.

Build a small library, not one video

The businesses that do this well have ten or fifteen short clips ready to send, each answering a common question. The salesperson picks the right one in seconds. That library costs one shoot day and pays for itself for a year.

Voice is fine, faces are optional

Chat is a private context and a plain product demonstration with a voice over often works better than somebody presenting to camera. It reads as helpful rather than as advertising, which is exactly the register the conversation is in.

Keep reading

Find creators for your campaign →

Frequently asked questions

Does chat video need a hook?

No, it was requested by the viewer.

How long should it be?

Thirty seconds, one question answered.

Why does file size matter?

Chat compresses and mobile data is slow.

What should a business build?

A library of ten to fifteen short answers.