Short-form video on Instagram Reels, YouTube Shorts, and TikTok reaches more people per post than any other content format. For MLOs, the goal is not virality but consistent authority-building with borrowers and referral partners in your local market. A 60-second video explaining how a 2-1 buydown works can surface a buyer who was told they cannot afford current rates and is looking for alternatives.
Content Formats That Work for MLOs
- ✦Myth vs. fact: start with a common misconception, correct it with specifics, and close with a CTA
- ✦Scenario walkthrough: walk through a specific borrower profile and explain how they qualify. This surfaces people in the same situation.
- ✦Program education: explain a specific product in 60 seconds. DSCR loans, ADU financing, and bank statement programs are underexplained and have high search interest.
- ✦Rate commentary: brief, specific context on rate movements tied to an economic event, not a generic disclaimer that rates change daily
Production Basics That Matter
- ✦Sound quality: use a lavalier or desk microphone. Poor audio kills engagement faster than any other production issue.
- ✦Vertical format: record in 9:16 for Reels and TikTok. Landscape video feels out of place on mobile platforms.
- ✦Direct open: start with the point. Skip the intro. The first 2 seconds determine if someone keeps watching.
- ✦NMLS number: display it on screen or in caption text to comply with advertising regulations
Compliance Considerations
- ✦If the video mentions rates, points, or APR, it must comply with Regulation Z advertising requirements
- ✦Testimonials must be reviewed for accuracy and may require disclosure of material connection in some states
- ✦Consumer videos must not make statements that could be construed as specific loan approvals or guarantees
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Aria can help you identify educational video topics specific to your market and loan program specialization. Ask at vicariointel.com.
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