If you’re a funeral home still debating whether video content matters, here’s your wake-up call: video isn’t optional anymore. It’s the game.
In August 2025, we watched five simple, human, story-driven funeral home videos blow up on Facebook and Instagram. They weren’t Hollywood productions. They didn’t need massive budgets. What they did have was authenticity, empathy, and consistency—and that’s exactly why they worked.
Let’s unpack why video content is the single most powerful tool for funeral homes to build trust, grow reach, and stay top-of-mind in their communities.
Best-Known > Best
Here’s the truth: the “best” funeral home doesn’t always get the first call. The best-known funeral home does.
Think about it—when a family is hurting and making decisions quickly, they don’t stop to Google who has the nicest chapel or most advanced technology. They remember the brand they’ve seen before. They remember the faces they’ve watched in short videos on their feed.
Video is the fastest way to be known before you’re needed. It creates familiarity, builds recognition, and transforms strangers into future calls.
Meta Is Betting Big on Video
If you think video is just a trend, take it from the people running the platforms. In Meta’s Q2 2025 earnings call, Mark Zuckerberg revealed that AI-powered recommendation systems increased time spent on Facebook by 5% and Instagram by 6%. What fueled those extra minutes? Video. Viewing time for video content is up 20% year-over-year.
Translation: Facebook and Instagram are actively pushing video harder than ever. If you’re not producing it, your funeral home is invisible in the very feeds where your audience spends their time.
Older Demographics Are Watching
“But wait, my families are older.” Exactly.
Facebook’s strongest demographic is 55+. And here’s the kicker: videos on Facebook generate 135% more reach than photos. That means when you post a static picture, you’re leaving more than double the exposure on the table compared to posting a video.
Add in the fact that 85% of video views happen without sound (so subtitles are critical), and you have a clear blueprint: short, captioned, mobile-first videos that put your people front and center.
August’s Top 5 Funeral Home Reels 📊
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Wagner-Elfner and Burg Funeral Home: Overhead Mortuary Lift
Views: 1,041,950
Reach: 712,767
Watch Time: 1,957 hours
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French Funeral Home: A Trip Down Memory Lane
Views: 55,501
Reach: 19,623
Watch Time: 91 hrs
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Crosby and Neal Funeral Home: Why I Became a Funeral Director
Views: 45,280
Reach: 13,800
Interactions: 105
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Birdsong Cremations: Behind the Scenes
Views: 34,664
Reach: 24,556
Interactions: 138
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Finch & Finch Funeral and Cremation: Unpacking Unique Urns
Views: 31,777
Reach: 20,085
Watch Time: 75 hrs
Out of the Box = Outperforming
Two of the biggest surprises last month weren’t “traditional” funeral home Reels at all. They went beyond expected content—and that’s why they crushed it.
These weren’t your “typical” funeral home Reels—and that’s exactly why they crushed it.
- Armstrong, Garcia & McKenzie Mortuary: Grandma's Wild Night in Vegas
Views: 29,727
Reach: 21,960
Watch Time: 84 hrs
Why it worked: Unexpected content → unexpected engagement. People love unexpected humor from a funeral home. - Pray Funeral Home: Tony Stark's Pre-Arrangements
Views: 13,977
Reach: 9,729
Watch Time: 40 hours
Why it worked: Relevant. Entertaining and expanding the mind of the consumer.
These videos grabbed attention because they broke the mold. They didn’t look like funeral home marketing, and that’s exactly what made people stop scrolling.
Momentum Is Everything
Video isn’t a “one-and-done” play. Success comes from consistency and strategy. Here’s how to keep the momentum rolling:
- Go vertical, mobile-first, and always use subtitles.
- Keep it short. The sweet spot is 21–30 seconds.
- Post consistently. Two to three Reels per month is the minimum to stay top-of-feed—and top-of-mind.
- Track what matters. Engagement and inquiries beat vanity views every time.
The Bottom Line
Video isn’t about going viral. It’s about building recognition, trust, and relationships in the places families already spend their time.
The funeral homes who commit to showing up consistently with short, authentic video content will be the ones their communities recognize—and call—first.
So the question isn’t should you be creating Reels. It’s how soon can you start?
👉 Ready to make your funeral home impossible to ignore? Let’s plan your next set of Reels. [Schedule a Demo]