If you’re a small business owner, you’ve probably heard it a million times: You need to be using video in your marketing.
And maybe you’ve thought about it. Maybe you’ve even tried filming something on your phone, but then got stuck on the next step—editing, posting, or just figuring out what to say.
I get it.
Video marketing can feel overwhelming. But here’s the good news: it doesn’t have to be complicated, expensive, or time-consuming to be effective. In this guide, we’re going to break down exactly how small businesses can use video to connect with customers, build trust, and—most importantly—grow their sales.
Why Video Marketing Works (Even for Small Businesses)
Before we jump into the how, let’s talk about the why.
People prefer video.
Studies show that 72% of consumers would rather learn about a product or service through video than through text.
Video builds trust.
Customers are more likely to buy from brands they feel connected to, and video helps put a face (or voice) behind your business.
It’s the best-performing content on social media.
Platforms like Instagram, Facebook, and TikTok prioritize video, meaning your content is more likely to get seen and engaged with.
And here’s the kicker:
You don’t need a massive budget to make video work for you.
The Types of Videos That Work Best for Small Businesses
Not all videos are created equal. The key is choosing the right type of video based on your goals. Here are a few formats that work well for small businesses:
1. Introduction Video (a.k.a. The “Who We Are” Video)
Think of this as your virtual handshake. It’s a short video introducing your business, who you serve, and why you do what you do. It’s great for your website homepage, social media, or even your Google Business profile.
✅ Best for: Building trust with new visitors and potential customers.
2. Product or Service Demo
Show, don’t tell. A simple walkthrough of your product or a quick behind-the-scenes of your service in action can be incredibly effective.
✅ Best for: Helping potential customers understand what you offer and how it works.
3. Customer Testimonial Videos
A well-shot testimonial video is worth more than a dozen written reviews. When people see a real person talking about their experience with your business, it creates instant credibility.
✅ Best for: Social proof and building trust.
4. Educational Content (How-To Videos & Tips)
Providing value upfront is one of the best ways to attract an audience. If you’re a realtor, share home-buying tips. If you run a gym, show simple workout routines. If you’re a bakery, share a recipe.
✅ Best for: Growing your audience and positioning yourself as an expert.
5. Behind-the-Scenes (BTS) Content
People love seeing the human side of businesses. Share a look at your process, your team, or a day in the life of your business.
✅ Best for: Making your brand feel relatable and personal.
How to Get Started with Video (Without Overcomplicating It)
I know what you might be thinking:
“This all sounds great, but I don’t have a camera, editing software, or time to figure this out.”
You don’t need to overthink it. Here’s how to start right now:
- Use what you have. Your smartphone is more than capable of shooting quality video.
- Keep it short. Most effective videos are under 60 seconds, especially for social media.
- Focus on good lighting and clear audio. Natural light and a quiet space go a long way.
- Be yourself. Authenticity beats perfection. People connect with real over polished.
- Start with one video. You don’t need a full-blown video strategy to get started—just record your first video and post it.
Ready to Get Started? Let’s Plan Your First Video—For Free.
I know video marketing can feel like a big leap, but you don’t have to figure it out alone. If you’re ready to use video to grow your business but aren’t sure where to start, I’d love to help.
I’m offering a free consultation to help small business owners plan their first video project. Whether you need ideas, strategy, or just a little confidence boost to hit “record,” I’ve got you.
