The Small Business Guide to Video Marketing

The rise of video-first platforms like TikTok, YouTube, and Instagram has made video the chosen medium of communication for millions, particularly Gen Z and millennials.

According to iStock’s VisualGPS insights, 71% of Gen Z and millennials enjoy watching short-form videos on social media, with a growing number engaging with long-form content as well. Additionally, 98% of consumers value authenticity in the visuals they consume.

For small businesses, this preference for video content opens up significant opportunities to strengthen audience connections, showcase authenticity, and build trust without requiring big-budget productions.

Key Benefits of Video Marketing:

• Better Engagement: Video captures attention more effectively than static images or text.
• Improved Conversion Rates: Demonstrations, testimonials, and tutorials help potential customers visualize real-world applications of your product or service.
• Stronger Brand Personality: Video allows you to highlight the human side of your business, making it more relatable and memorable.
• Higher Retention Rates: Studies show that viewers retain 95% of a message when presented via video compared to just 10% with text.
• Search Engine Optimization (SEO): Videos, especially those hosted on platforms like YouTube, help improve search engine rankings and drive organic traffic to your website.

Strategies to Get Started with Video Marketing

1. Define your business goals.

Before creating videos, identify your specific objectives:

• Do you want to increase brand awareness, drive traffic, or boost conversions?
• Are you aiming to educate your audience or highlight product features?

Clear goals will help you create focused content tailored to achieving measurable results.

2. Start small with smartphone videos.

Producing high-quality video content doesn’t require expensive equipment. Most modern smartphones are equipped with advanced cameras capable of shooting professional-grade videos. For instance:

• Showcase a typical day at your business with a behind-the-scenes (BTS) video.
• Create short, personable introductions highlighting your team or workspace.
• Film quick tutorials or recipe-style videos if relevant to your product.

3. Highlight your brand story.

Your unique story is your biggest asset. Whether you’re solving a problem, supporting your local community, or delivering exceptional quality, tell the story behind your brand. Formats to consider:

• “Get-Ready-With-Me” (GRWM)-style videos to show how your product or service fits into daily life.
• BTS footage capturing your business operations, from packaging products to brainstorming creative ideas.
• Highlighting customer milestones or collaborations.

4. Lean into short-form content.

Attention spans are short, which is why platforms like TikTok and Instagram Reels thrive. Leverage short-form videos (15-60 seconds) to deliver quick, impactful messages:

• Briefly explain how your product works.
• Highlight key promotions or events.
• Show user-generated content (UGC), such as customer reviews, to build credibility.

5. Create long-form content for deeper engagement.

While short-form content grabs attention, long-form videos can build a deeper connection. Tutorials, product demonstrations, or customer stories work well in longer formats.

Consider uploading this type of content to platforms like YouTube to engage users looking for detailed information.

6. Be authentic to build trust.

Younger audiences, particularly millennials and Gen Z, value transparency. They want to see real people and genuine stories.

• Skip the overly polished ads in favor of low-production yet heartfelt content.
• Include simple, relatable moments that resonate, such as staff preparing orders or brainstorming sessions.
• Share both successes and challenges, humanizing your brand.

7. Use data to inform content decisions.

Track your video performance across platforms to understand what works and what doesn’t. Use insights like views, watch time, and engagement rates to refine your strategy over time.

8. Collaborate with your community.

Collaborations can amplify your reach. Partner with loyal customers, influencers, or even other small businesses to create co-branded video content. For example:

• A local clothing boutique could team up with a jewelry shop for a styling video.
• Coffee shop owners could showcase their beans being used to make drinks at a nearby restaurant.

Industry-Specific Examples of Successful Video Content

Retail & E-Commerce

• Tactic: Product demonstrations, unboxing videos, or customer testimonials.
• Impact: Help shoppers visualize products in real-world scenarios and boost trust.
• Example: A jewelry store could showcase detailed video close-ups of rings being crafted.

Food & Beverage

• Tactic: Show off recipes, preparation, or “a day in the life” videos from the kitchen.
• Impact: Highlight fresh ingredients and convey authenticity.
• Example: A bustling café could share the process of creating their signature latte art.

Health & Wellness

• Tactic: Videos featuring real individuals sharing fitness routines or progress.
• Impact: Encourage relatability over unattainable, aspirational imagery.
• Example: A yoga instructor could demonstrate simple, beginner-friendly stretches at home.

Essential Tools for Video Creation

Starting with video marketing doesn’t have to break the bank. Here are affordable tools to get started:

• Video Editing Software: Free tools like iMovie or Canva offer user-friendly features for beginners.
• Lighting Equipment: Natural daylight works for many small businesses. However, investing in a simple ring light can make your shots even better.
• Stock Footage: Enhance your videos with affordable stock content from platforms like iStock when in-house filming isn’t feasible.

Common Challenges and How to Overcome Them

• Challenge: Limited budget
• Solution: Focus on smartphone-based videos and free editing tools.

• Challenge: Lack of experience
• Solution: Start simple. Begin with BTS or GRWM formats to ease into creating relatable video content.

• Challenge: Low engagement
• Solution: Post consistently and interact with your audience to build trust and rapport.

Transform Your Small Business with Video Marketing

Video marketing offers small businesses a dynamic, cost-effective way to tell their story, boost engagement, and showcase their unique value. Whether you’re filming on a smartphone or integrating curated stock footage, the most important aspect is authenticity.

If you’d like to elevate your approach or receive guidance on creative video strategies, explore iStock’s affordable stock video solutions to bring your vision to life.

Start connecting with your audience visually today and watch your business grow.