Today, more and more distributors are starting to make short videos. But amid the rush for traffic, I've noticed a phenomenon: many distributors' accounts often stop updating after just a few posts. "We've filmed the warehouse, talked about products, and recorded delivery scenes, but after a while, it seems like we've covered everything, and we don't know what else to shoot." This is not an isolated case but a common problem many distributors face in the early stages of short video: what content should we create that is both valuable and sustainable? Content that customers enjoy watching while also promoting the company? This article aims to answer that question—what should distributors film for short videos? To this end, drawing on the practical experience of multiple distributors who have successfully navigated the short video landscape, I've compiled a list of 100 short video topics suitable for distributors, organized around four directions: product recommendations, business insights, team daily life, and boss persona. I hope this provides a reference for those currently making or considering making short videos.
Direction 1: Product Recommendations
"Make customers believe you know your products, not just that you have them"
When discussing the most impactful change after starting short videos, many distributor bosses point to a shift in customer relationships—from visiting customers to show products, to customers proactively coming to buy. In this shift, product recommendation videos are often the most basic and easiest direction to see results. However, in the early stages, some distributors fall into a trap: treating videos as "company product brochures." "Product recommendations aren't about just showing what you have; it's about understanding what the market and customers in different channels need at different times," says Distributor Zhang. He admits that initially, he chose products based on inventory pressure. Despite filming many, he attracted few customer inquiries. "Now we choose products based on feedback from terminal interactions, comments on our videos, and marketing nodes." Zhang adds that appropriately explaining product fit scenarios, pairing suggestions, and real trial sales results are all 'bonus points' that help win customers and drive conversions. Even simply explaining "what's selling well recently" or "is this product suitable for your store" is more valuable than just introducing the product itself. Effective recommendations aren't about showing you have stock; they're about convincing customers you understand the products. Direction 2: Business Insights "Provide value first, then gain sustained attention" "Distributors making short videos need an 'altruistic mindset.' To grow your account, your videos must first bring value to others," says Distributor Xu during a discussion. The direct manifestation of this "altruistic mindset" is sharing business insights. For most distributors who have深耕 in the trade and distribution field for years, whether it's market observations or management experience, they can easily talk about these topics. But making such videos also risks another pitfall: completely outsourcing the script to others, resulting in content that doesn't reflect actual business operations and appears stiff on camera. "Content written by others looks professional, but because it's not what I want to say, I have to memorize it, which makes me sound unnatural and less convincing," Xu admits. To solve this, Xu began co-creating with his team and gradually developed two efficient and simple filming methods. The first is follow-along filming. During Xu's routine work—business trips, meetings, team reviews—the video team records alongside. Later, they select and edit valuable conversation snippets into themed content. This method doesn't require extra time and preserves authenticity. The second is Q&A sessions. When Xu has an idea or the team gathers valuable topics, they record them immediately and schedule a focused filming session. Using a Q&A format helps the boss share based on personal experience, free from "professional scripts," and sounds more like everyday conversation, making it easier for viewers to understand and engage. For distributors, filming business insights isn't about being overly professional or systematic; whether customers or peers can gain inspiration and resonate with your videos is key to sustaining long-term traffic. Direction 3: Team Daily Life "Company strength is showcased in authentic team routines" "Your salesperson visits 20 customers a day, and not all of them will remember what he said. But now, when customers scroll and see your 3-minute video, it's like giving you a chance to introduce who you are, what services you provide, and what value you bring—that's your window to win cooperation." However, Distributor Wang notes that in many peers' video accounts, the team aspect is often missing. The camera focuses on product displays, overlooking the daily work that best reflects company operations and service capabilities. Loading and delivering, visiting stores, executing promotions, working overtime on orders... Wang says, these seemingly non-'marketing' presentations are precisely what best demonstrate a company's offline execution and differentiated service. Especially in today's trend of "selling is selling trust," such content helps narrow the distance with customers and enhance trust. Additionally, when upstream quality resources enter a distributor's regional market, the team's comprehensive capabilities can be showcased earlier through local promotion, increasing cooperation opportunities. So, how to film team daily life? Wang suggests: authenticity is most important. No need for over-design or acting; just genuinely record what the company does daily. Not every video needs the boss on camera; encourage several key staff to film or run their own accounts, offering multiple perspectives. "Continuously showcasing the team's professionalism and daily work is itself a way to build lasting trust." Direction 4: Boss Persona "Boss on camera is the most effective trust transfer" From the previous directions, it's clear that often it's the distributor themselves who appear on camera to talk about products, discuss business, and show the team. So, building a boss persona isn't a separate direction but the most natural and crucial part of making short videos. "At first, I resisted filming, thinking it wasn't my job," Xu admits. But as he continued, he realized that the company's message is best conveyed by the boss. For example, why promote a product? What channels suit it? What pitfalls exist? What's the decision logic? These topics are often unclear when others explain them, but they differentiate content and attract customers and peers. "If you hire a streamer, they can't know your project better than you; they just bring temporary popularity," Xu explains. What truly drives sustained conversions and repeat purchases isn't the heat of a single video but customers' recognition of the boss's personal and team capabilities. This recognition is the foundation for long-term cooperation. However, this doesn't mean distributors should deliberately "craft a persona." More often, just record real work and thoughts: entrepreneurial experiences, customer stories, business trip records, or even life reflections—all part of the persona. Adding warmth to videos helps attract traffic and leave a memorable impression. "Building a boss persona isn't about pursuing techniques but using a stable, sustainable communication style to convey an image of professionalism, trustworthiness, and worth cooperating with." Final Thoughts Making short videos isn't a one-off effort but a long-term accumulation. With clear topic references, it's easier to find a direction for continuous expression. I suggest distributor bosses pick familiar topics from the list, film 20-30 videos first, and gradually find their rhythm. If you're making or interested in making short videos, feel free to add my WeChat to get the full version of this "100 Short Video Topics for Distributors" for free. Also, feel free to share your experiences, ideas, or problems with short videos. Your thoughts and feedback are valuable experiences worth recording. 🔺Scan for ticket inquiries🔺