Short-form Video Boosts Organic Reach - Strategy

Within a year, Redfin’s organic social impressions jumped 25% following the rollout of a short-form video strategy that included the brand's expansion onto TikTok and YouTube Shorts. Our approach was simple: meet audiences where they are—curious, scrolling, and craving authenticity. We mixed humor with helpful insights, poked fun at the chaos of real estate, and stayed true to Redfin’s brand voice. We turned Redfin team members, agents, and in-house economists into on-camera talent and content creators. The result was an overwhelming amount of good shit—smart, funny, and refreshingly real, with the data to back it up.