How this works: One post a day for 30 days. Each row tells you what to shoot, gives you a caption to start from, and names the platform where that kind of post fits best. Swap in your own product, town, and shop name. If you miss a day, skip it and keep going. You can post the same video to more than one platform. The platform listed is just the best place to start.
Before you start
- Set up business accounts on Facebook and Instagram. Add TikTok, YouTube, and Pinterest if you will use them.
- Put your town, phone number, and a link to your website or quote form in every profile bio.
- Clean one corner of the shop to use as your photo spot. Good light, plain background.
- Pick one hour a week to film several days at once. Batch it so you are not stopping work every day.
- Get written or texted permission before you post any customer's face, name, or order.
The 30-day calendar
| Day | What to film or photograph | Sample caption | Best platform |
|---|---|---|---|
| 1 | Photo of you at the machine. Simple intro. | "Hi, I'm [name], owner of [shop name] in [town]. We make [signs / engraved gifts / 3D printed parts / machined parts] right here. Follow along to see what's on the machine this month." | |
| 2 | Machine-running video: 10 to 15 seconds of the bit, laser, or nozzle working, close up. | "Nothing beats watching this thing run. Guess what it's making? Answer tomorrow." | TikTok |
| 3 | Reveal of the finished piece from Day 2. | "Here's the answer: a [product] for a customer in [town]. Did you guess it?" | |
| 4 | Before and after: raw board, blank tumbler, spool, or bar stock next to the finished product. | "From this to this. [Material] in, [product] out." | |
| 5 | "We can make that" post: a photo of your best sample with a question. | "If you can draw it, we can probably make it. What would you want made? Tell us in the comments." | |
| 6 | Behind the scenes: your design screen, the file before it goes to the machine. | "Every job starts here. This is the design for a [product] before it ever touches the machine." | |
| 7 | Pin-style photo: finished product on a clean background, vertical, good light. | "Custom [product], made in [town], [state]. Made to order in your size and wording." | |
| 8 | Process video in three quick clips: setup, running, finishing. | "Three steps to a finished [product]. Setup, cut, finish. Which part do you want to see more of?" | YouTube Shorts |
| 9 | Customer pickup photo (with permission) holding their order. | "Thank you [first name] for trusting us with your [product]! We love seeing these go home." | |
| 10 | Tool or material close-up: a bit, a lens, a nozzle, a type of wood or metal. | "Shop talk: this is the [tool / material] we use for [product]. Here's why we like it." | TikTok |
| 11 | Seasonal hook: a sample made for the next holiday, school event, or season. | "[Holiday / season] is coming. We're taking custom orders for [product] now. Order by [date] to get it in time." | |
| 12 | Satisfying slow-motion clip of the machine finishing a pass. | "Turn the sound on for this one." | TikTok |
| 13 | Photo of a mistake or test piece, and what you learned. | "Not every cut goes right. This one taught us [lesson]. That's why we test first before we run your order." | |
| 14 | Review ask: photo of a recent finished order with a thank-you. | "If we've made something for you, would you leave us a quick Google review? It helps other folks in [town] find a local shop. Link in our bio." | |
| 15 | Behind the scenes: a quick tour of the shop or garage setup. | "This is where it all happens. Small shop, big machine." | YouTube Shorts |
| 16 | Before and after on a repair or replacement part (3D print or machining), or a refinish (wood). | "This part broke and they couldn't buy a new one. So we made one." | |
| 17 | Business product: a logo sign, branded tumbler, tap handle, or custom part. | "Local businesses: we make [signs / branded gifts / parts] with your logo or to your drawing. Send us a message for a quote." | |
| 18 | Time-lapse of a full job from start to finish. | "A [length]-minute job in 20 seconds." | TikTok |
| 19 | Pin-style photo of a gift idea, shot vertical, with the product in use. | "Gift idea: personalized [product]. Names, dates, logos, your choice." | |
| 20 | "We can make that" post: ask followers to send a photo of something they wish existed. | "Got a broken part, an idea, or a sketch on a napkin? Send it to us. We'll tell you if we can make it and what it would take." | |
| 21 | Team or school order (with permission): stacked awards, tumblers, or signs. | "Big order for the [team / school] this week. Go [mascot]! Coaches and booster clubs, message us for team pricing." | |
| 22 | Short talking video: you answering a common question ("How long does a custom sign take?"). | "We get asked this a lot. Here's the honest answer." | YouTube Shorts |
| 23 | Material options: side-by-side photo of woods, tumbler colors, filament colors, or metals. | "Which one would you pick? Comment your favorite." | |
| 24 | Machine-running video from a new angle (overhead, side, or through the enclosure window). | "Same machine, new view." | TikTok |
| 25 | Customer pickup or delivery (with permission), or the packed order ready to go. | "Packed up and headed to [town]. Thanks for supporting a local shop." | |
| 26 | Seasonal hook: a second holiday or event idea with an order-by date. | "Planning ahead for [event]? We have a few spots left on the schedule before [date]." | |
| 27 | Finishing step video: sanding, oiling, painting, deburring, cleaning, or removing supports. | "The machine does the cutting. The finishing is all by hand." | TikTok |
| 28 | Share a customer review (screenshot, with permission) next to a photo of their order. | "Kind words from [first name]. Thank you! Reviews like this keep our small shop going." | |
| 29 | Pin-style photo of a board of your best work (a collage of four products). | "Custom [signs / engraving / 3D prints / parts] from [shop name] in [town], [state]." | |
| 30 | Month recap video: fast clips of the month's best jobs. | "That's a wrap on [month]. Thank you to everyone who ordered. What should we make next month?" | YouTube Shorts |
After day 30, start over with new products and new customers. Keep the pattern: machine video, before and after, process, customer, behind the scenes, seasonal, review ask, and "we can make that."
How to shoot a good machine video on your phone
- Safety first. Never reach past a guard or open an enclosure to get a shot. Film through the window, use a tripod, or set the phone down before you start the job. Laser light can damage eyes and camera sensors, so only film a laser through its proper viewing window or with the right shielding.
- Hold it vertical. TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels are all made for tall video.
- Use a stand. A cheap phone tripod or clamp keeps the shot steady. Shaky video is hard to watch.
- Light the work. Add a shop light pointed at the work area. Turn off lights that cause glare on the enclosure window.
- Get close. The interesting part is where the tool meets the material. Fill the frame with it.
- Wipe the lens. Shop dust on the phone lens makes everything look foggy.
- Keep it short. 7 to 20 seconds is plenty for most posts. Start with the most interesting moment, not the setup.
- Keep the sound. Machine sound is part of the appeal. If you talk, talk close to the phone.
- End on the finished piece. Show the result at the end so people see what the machine made.
- Check the background. Look for anything you would not want public: customer names on other orders, addresses, a messy corner, or your license plate.
Hashtags and tagging local groups
Hashtags
Use a small set of hashtags that describe what you make and where you are. Mix three kinds:
| Kind | Examples (swap in your own) |
|---|---|
| What you make | #customsign #laserengraving #engravedtumbler #3dprinting #cncmachining #woodworking #cncrouter |
| Where you are | #[yourtown] #[yourtown]smallbusiness #oklahomamade #[yourstate]smallbusiness |
| Who it is for | #realtorgifts #teamgifts #weddinggifts #shoplocal #smallbusiness |
- Instagram and TikTok: use a handful of relevant hashtags at the end of the caption.
- Facebook: one or two hashtags is plenty. Focus on the words in the caption.
- Pinterest: write a clear description with the words people would search, such as "custom wood family name sign."
- YouTube Shorts: put a clear title on the video that says what it is.
Tagging and local groups
- Tag your location on every post that allows it. Use your town, not your home address.
- Tag customers and businesses only with their permission, such as the brewery whose tap handles you made.
- Join local Facebook groups: your town's community group, buy-and-sell groups, local small business groups, and hobby groups related to your work. Read each group's rules first. Many only allow business posts on certain days.
- Be a neighbor first. Answer questions, help people, and comment on others' posts. Share your work when it fits the group's rules.
- Post your best piece once a week in the groups that allow it, with a short, friendly note.
Local group post template
Hi neighbors! I'm [name] and I run [shop name] here in [town]. We make [custom signs / engraved gifts / 3D printed parts / machined parts]. Here's one we just finished for a customer. If you ever need something made, send me a message or visit [website]. Thanks for letting me share!
Permission text to send a customer
Hi [name], your [product] turned out great! Would it be okay if we posted a photo of it on our business page? We can leave your name off, or tag you if you'd like. Either way is fine, just let me know.
Do not post a customer's order, face, name, or business logo until they say yes. Keep their reply in your phone in case you need it later.
Want Annie's to do this for you? Annie's can schedule and post your photos and videos for you, write the captions, and manage your pages so you can stay at the machine.