Right now, I’m investing $82,000 creating social media content.
As the CEO and Lead Growth Consultant at Longhouse Branding & Marketing my job is to essentially listen to the goals of busy leaders and then recommend services that help them make their impact.
The top question I’m getting asked is “should I be investing in social media?”
We’ve recently been named Canada’s Fastest-Growing Marketing Agency and the #1 Branding Agency in the world. How we got here is by staying ahead of the market, and that includes experimenting with social media (so you don’t have to).
$82,000 filming TikToks, Instagram Reels and YouTube Shorts. We’re trying everything… viral trends, polished videos, office pranks… Everything. My office has even gotten covered in plastic ducks (200,000 views) and been visited by Adria’s birds (3,500 views).
You may be wondering – is it working?
If we’re talking purely about lead generation, the results are just okay.
We’ve probably recouped what appears to be $30,000 of that $82,000 in direct new business from social media.
Using leads as our indication of success – this is a failure.
I’ve considered reallocating the entire budget to our successful paid advertising & SEO, marketing methods that have a 8-year track record of growing the business.
But I’m seeing some wins that are hard to quantify. Let’s call them Real Wins.
The Real Wins
First – employee retention is strong. 0% turnover in 6-months. 6.25% in 12-months.
When our team gets involved in content creation, we’re not just making videos, we’re building culture. It’s about giving people a reason to connect, have fun, and feel part of something bigger than their daily tasks. We see stress as the opposite of play and stress as the killer of effective collaboration.
I didn’t plan for it but there’s notable team building and cross-department communication.
People from totally different sides of the company – sales, design, web, admin – are now collaborating on ideas, laughing, creating, problem-solving together.
It’s real, organic teamwork.
And in a tough economy, culture isn’t just “nice to have.” It’s your competitive edge. The Canadian economy is struggling but our morale is through the roof. A happy, connected team = results.
A Different Kind of Return
Second – we’re building credibility by being at the forefront of trends.
We’re not the cheapest agency and that comes with a level of responsibility. It gives clients confidence that when we recommend SEO, social media, ad campaigns, branding work, or web design, it’s coming from firsthand experience.
When people see us testing, investing, leading – it sends a clear message:
“Longhouse isn’t gambling with our marketing budget – they’re recommending what actually works”
A common process for choosing a Branding & Marketing agency looks something like this:
Shortlist 3–5 agencies based on referrals, online research, and portfolios.
Interview 2–3 agencies to assess fit, expertise, and alignment with business goals.
Select 1 agency after evaluating proposals and conducting reference checks.
Leading by example builds trust, making it more likely for our agency to be the one chosen.
Building a Brand
Third, we’re creating a brand.
Too many agencies hide behind corporate-speak and ChatGPT.
In the age of AI, we’re showing up as real human beings, and humanity is the differentiator that matters.
People want to work with brands that feel real and familiar.
Familiarity = Approachability.
And surprisingly, even though we’re making “silly” videos, that authenticity is seemingly making our customer relationships stronger, not weaker. Our comment sections have become a fun place for our team to interact with our partners in between reports and monthly sessions.
Managing the Risk
That said, there are risks.
Posting funny (often ‘silly’) content isn’t without its downsides.
Some consumers don’t immediately understand why a professional agency would invest heavily into meme making. Contextually, our agency is already seen as a ‘young’ team.
Without understanding the bigger strategy, it may appear unprofessional.
That’s why it’s important we stay intentional and willing to explain our “why.”
We’re thinking this through. We’re investing in culture. We’re showing that we lead, not follow.
Not everyone will get it – and that’s fine.
Branding in the age of ChatGPT & AI requires some risk-taking. I’m paying close attention to Brands like Mug Root Beer, RyanAir and Taco Bell who are using social media to stand out.
Should You Invest in Social Media Videos?
Yes. Social media is worth the investment, but only once your business can justify $150k per year of social media marketing. Hiring a social media manager, video editor, buying props and quantifying your time to be in the content is a notable bill.
Going cheap with an inexperienced crew will just add additional risk to an already risky adventure.
I urge you to avoid hiring an agency for $1,000 per month.
Posting pictures with captions isn’t going to grow your business with today’s algorithms. To get seen, you need to do short-form video content.
I’ll say it clearly. If you’re going to do social media, you need to go big or do it yourself.
Through working with over 850 businesses across 92 industries, I’ve helped create marketing plans with almost every marketing budget. Here’s my advice:
If you have a marketing budget of $15k-$100k, you’re going to have more success with a mix of Digital Advertising, Search Engine Optimization and improving your Brand + Website.
Growing your business can be lonely so it’s important to have a trusted marketing team that has experience in a variety of industries like Longhouse.
Will I Invest More Into Social Media?
Absolutely.
We’re staying focused on long-term brand value.
We’re staying connected to our core mission.
Longhouse is a place where employees want to stay, customers have confidence, and people belong.
Spending $82,000 creating “silly videos” isn’t giving a cash return (yet). But it’s giving Longhouse something valuable.
Stronger culture. Stronger brand. Stronger future.
This is all a part of our larger vision where we’re building more than a business.
