Focus on the positive attributes of your horse.
Even horses that are slow to settle have some good qualities about them. Are they still running around wild in their pen? Maybe. But isn’t their mane long and gorgeous and did you see that beautiful movement as they floated around the round pen? Find the good things about your horse and focus on those. If you get a serious buyer, you can tell them the more nuanced things about them after they have fallen in love with the long mane and floaty trot you talked about in your sales pitch.

It is better to post short videos frequently than long videos less often.
Social media algorithms are annoying! They reward people who post frequently so posting often helps increase the chances that your posts show up on people’s feeds. And speaking of social media, you have approximately three seconds to capture your audience before they decide to finish your video or scroll past. Few people want to see the 30 seconds it takes for you to canter around the arena and then get to the jump. They want to see the last 2 seconds of your horse approaching the jump, jumping over and then maybe two seconds of you cantering off afterwards. Similarly, they don’t want to see you work through getting them onto the bridge. Show the last two seconds of them stepping up on the bridge and then stepping off. Use the narrative to describe how awesome they were to work with and how brave they were with the new obstacle.

Take time to get quality photos and videos. (See examples below.)
Remember you have a short period of time to catch people’s attention and a clear, bright, vibrant photo will do trick. People want to see horses squared up from the side so they can see conformation. Buyers get leery of ads that only have photos with saddles on because they question what is hiding under the saddle and pads. Include some with a rider if your horse can be ridden. Head over to DreamHorse.com and scroll through a bunch of photo ads and notice the ones that catch your eye then do what you can to make your photos look like those. Try your phone’s photo native editing software or consider downloading a photo editing app such as SnapSeed.

For the sale catalog photos, make sure you have a solid background and pay attention to your camera angles. (See examples below.)
Make sure you have a solid background for these conformation photos and that your horse is squared up to show of their best attributes. Horses get lost in busy backgrounds so find a solid colored barn, green bushes or something similar to make your horse pop against the background. The horse’s head should be facing forward for the side profile so their back is as straight as possible. Squat down and aim your camera straight at their barrel to correctly capture their body proportions. If you are too high, it will make their legs look short and if you are too low, they will look too thin along their topline.

Take photos and videos in as many different places as possible.
People don’t want to see your horse in the same arena all the time. Haul them to a local schooling show, walk them down your driveway, show you picking out their feet on a different side of the barn, walk them around your house etc. Variety is the spice of life and gets people’s attention.

If you are in the photo, smile and engage the camera. (See examples below)
Again, you have such a short time to get people’s attention, smiling at the camera is engaging while a side profile isn’t as inviting. Throw grass or click to get the horse’s attention on the camer and ears forward.

Consider spending a few dollars to post a photo ad on platforms like DreamHorse or Craigslist.
Serious buyers often use these platforms and if they are browsing there, they are already in the buying mindset. All you have to do is convince them your horse is worth it.

If time and money allow, get your horse to some clinics and shows.
This not only prepares you and your horse for competition but gets them exposure to potential buyers. 

Let others handle your horse.
Mustangs bond to their people which is great but if you aren’t going to be their person forever, you owe it to them to get them exposed to other people so they are set up for success. It doesn’t have to be long, grueling training sessions with a new person but when it is safe to do so, have someone else tack them up, pick out their feet, load them in the trailer and/or walk them down the trail. Small amounts often with new people helps them out a lot in their new home and gives you lots of opportunities to

Note the solid background, how the horse is square and head is facing forward creating a straighter topline.