Use these video content ideas to engage cold traffic, build retargeting audiences, and give your ad funnel the content it needs to convert for less.

Last week, we covered the $5/day ad funnel aka the Engage & Filter method that Ezra Firestone used to scale BOOM! to $200M.

But that funnel only works if you have a steady supply of what Ezra calls Little Rocks: bite-sized pieces of video content that engage your audience without asking them to leave the platform.

In this post, we’ll break down how you can copy Ezra’s strategy, and give you 25 content ideas to help keep your $5/day ad funnel fed. 

How to Use This List

Don’t try to execute all 25 Little Rocks ideas at the same time. That’s how content calendars become graveyards. Pick one category that fits your brand, choose 3–5 ideas, and plan them across the next 2–4 weeks. 

Then repurpose hard: one Little Rock can become a Reel, post, email, ad, and blog post. 

25 Little Rocks Video Content Marketing Ideas for Shopify Brands

Quick Tutorial Little Rocks

Best for: cold traffic, top-of-funnel awareness.

  1. The 60-Second Product Tutorial — Show your hero product solving the #1 problem your customers complain about. No script. Just demo it.
  2. The Wrong Way / Right Way Demo — Show the common mistake, then the fix. Great for skincare, cooking, fitness, fashion, and DIY brands.
  3. The 3-Step How-To — Pick one outcome your customer wants and break it into three simple steps. Reel-friendly and easy to reuse.
  4. The Hack Reel — Share one non-obvious tip about your product or category. The “did you know?” angle still works.
  5. The Comparison Demo — Show your product next to the alternative: competitor, DIY method, or “before” state. Let the visual sell.

Customer Story Little Rocks

Best for: warm traffic and trust-building.

  1. The Unboxing Reaction — A real customer opening your product for the first time. No polish needed. That’s the point.
  2. The Before/After — Show the transformation, journey, or outcome. Works anywhere the result is visual.
  3. The Testimonial Reel — Use a 30-second customer clip explaining why they love the product. (Captions on.) 
  4. The “Why I Switched” Story — Have a customer explain why they chose you over what they used before. Testimonial + comparison in one.
  5. The Problem-to-Solution Story — Customer had a problem. Your product solved it. Simple story arc, strong buying signal.

Behind-the-Scenes Little Rocks

Best for: brand affinity, founder presence, and mid-funnel trust.

  1. The Founder POV Walk-Through — Founder shows how the product gets made, where it ships from, or who’s behind the brand.
  2. The Day in the Life — Follow one team member for one day: packing orders, testing product, answering customers, designing the next drop.
  3. The “Watch Me Work” Clip — Show the actual work: sourcing, testing, formulating, stitching, packing, shipping. Process content is weirdly addictive.
  4. The Product Story — Explain why you made this version, chose that ingredient, or rejected the cheaper option. Customers care about the “why.”

Educational / Tip Little Rocks

Best for: top of funnel, SEO, email, and repurposing.

  1. The Listicle Video — “8 skincare tips for women over 40.” Pull the top three into a Reel, then send the full list by email.
  2. The Myth-Buster — Call out a common belief in your category that’s wrong. Take a stand. Bland content gets ignored.
  3. The Viewpoint Post — Share the founder’s opinion on an industry trend, product standard, or customer misconception.
  4. The “What I Wish I Knew” Post — Teach something learned the hard way. It feels personal and useful, which is the magic combo.

Engagement-Driving Little Rocks

Best for: comments, signals, and Stage 1 ad fuel.

  1. The Poll video — Ask a simple A/B question: bold or natural, rare or well-done, morning or night. Easy comments, easy signals.
  2. The “This or That” Video — Show two options side by side and make the audience pick. Works especially well for visual brands.
  3. The Caption Question — Post a product, routine, or scenario and ask your audience to weigh in. Low lift, high participation.
  4. The Call-and-Response Video — Founder asks a question on camera, then replies to comments in follow-up videos. This is a great feedback loop.

Repurposing Little Rocks

Best for: maximum output, minimum effort.

  1. The Live Video Workflow — Run one Instagram or Facebook Live, then chop it into Reels, quotes, emails, and short posts.
  2. The Review Response — Respond to a customer review (yours or a competitor’s) and show how your brand solves that issue differently. It’s objection handling disguised as useful content.
  3. The Stitch Response — Respond to someone else’s TikTok, Reel, or YouTube idea with your brand’s perspective. Built-in context, less blank-page pain.

How to Pick the Right Little Rocks for Your Brand

If you’re new to content, start with Quick Tutorials and Customer Stories. They’re simple to produce and usually convert across the broadest audience.

If your founder is strong on camera, lean into Behind-the-Scenes and Educational posts. 

If your account needs engagement signals, start with This-or-That posts and Call-and-Response videos.

Grab the Free Little Rocks Playbook

You’ve got the funnel. Now you’ve got 25 content marketing ideas to feed it.

The next step is turning those ideas into a repeatable system, so you’re not just posting content, you’re building warm audiences you can retarget and sell to.

Download Ezra’s Free Little Rocks Playbook to see how this full system works, including the content cadence and how to set up Engage & Filter ads for your store.

And next week’s post brings everything together, the funnel, the content, and the complete 30 day execution plan.