Using Video To Promote Your Small Business

Video Isn’t Optional—It’s Essential

Let’s face it—scrolling is the new window shopping. If you’re a small business owner trying to make a splash in today’s digital marketplace, video content isn’t just a “nice to have”—it’s a non-negotiable. The way consumers engage with brands has evolved dramatically, and video now reigns supreme in capturing attention, delivering value, and driving conversions. In fact, 91% of businesses use video as a marketing tool in 2024, according to Wyzowl. Why? Because it works.

Why Video? Because We’re All Visual Creatures

Ever noticed how a product video can grab your attention more than a paragraph of text ever could? That’s not a coincidence. Our brains process visuals 60,000 times faster than text. People remember 95% of a message when it’s watched versus only 10% when it’s read. That’s a statistic worth paying attention to. In a world overflowing with content, video slices through the noise like a hot knife through butter.Storytelling in Motion
Think of video as your brand’s personal storyteller. A well-crafted video isn’t just a flashy piece of content—it’s your voice, your vision, and your value proposition brought to life. It lets people feel the vibe of your shop, meet your team, see your products in action, and understand your mission—all in under two minutes. And let’s be honest: that kind of connection is priceless.

The Emotional Connection is Real

Small businesses have heart, and video is the perfect medium to showcase it. Whether it’s behind-the-scenes footage, customer testimonials, or day-in-the-life clips, video brings authenticity front and center. People love buying from people—not faceless corporations. When your audience sees your passion, your process, and your people, it builds trust. And trust? That’s what converts browsers into buyers.

Make It Short and Sweet—or Long and Valuable

One of the best things about video is its flexibility. You can create bite-sized clips for social media or long-form tutorials for YouTube. Both are effective in their own way. Instagram Reels and TikToks grab fast attention, while YouTube how-to videos or product demos help nurture leads over time. The key is choosing the right format for your message and your audience.

Video is SEO Gold

Here’s something that might surprise you: video can dramatically boost your visibility on search engines. Google loves video content, especially when it’s embedded on your website or uploaded to YouTube (which, by the way, Google owns). Including video on a landing page can increase conversion rates by up to 80%. Plus, videos tend to increase the time visitors spend on your site, which can improve your rankings.

Social Platforms Prioritize Video

Let’s talk algorithms. Facebook, Instagram, LinkedIn, TikTok—they all favor video content. That means your organic reach gets a nice little boost when you post videos versus static images or plain text. In fact, Facebook users watch over 100 million hours of video every day, and Instagram Reels are quickly becoming one of the most effective ways to gain exposure. Translation: if you’re not using video, you’re missing out.

Video Humanizes Your Brand

Behind every small business is a dream, a story, and a real person. Video is your chance to show that off. Introduce yourself. Share why you started your business. Let your customers see your workspace. When people feel like they know you, they’re more likely to support you—and to tell their friends about you, too.

Easy to Share, Hard to Ignore

Videos are made for sharing. Whether it’s a funny blooper reel, a heartwarming customer story, or a quick tip, people love sharing content that resonates. And when they do, your reach grows exponentially—without spending a dime on ads. Think of it as digital word-of-mouth marketing. Powerful, right?

Testimonials That Talk

Written testimonials are great, but video testimonials are even better. Seeing real customers speak about their experience adds a layer of credibility that text just can’t match. It’s social proof in HD. Don’t be afraid to ask loyal customers to hop on camera for a minute. Keep it casual, authentic, and unscripted—it’ll go a long way.

Show, Don’t Just Tell

If you sell a product, show it in action. If you offer a service, walk viewers through what it looks like to work with you. Demonstrations help eliminate hesitation and reduce the number of questions potential customers have before buying. Think about it: would you rather read about a new gadget or see it in motion?

Production Doesn’t Have to Break the Bank

One of the biggest myths about video marketing is that it’s expensive. Sure, high-end productions have their place, but today’s smartphones shoot in 4K, and apps like CapCut and InShot make editing a breeze. For most small businesses, a mix of polished and off-the-cuff content creates the perfect balance of professionalism and authenticity.

Live Video Builds Real-Time Relationships

Don’t sleep on live streaming. Platforms like Instagram Live, Facebook Live, and YouTube Live offer opportunities to connect with your audience in real time. Whether you’re showcasing a new product, answering questions, or taking viewers on a tour of your space, live video makes people feel like they’re right there with you. It’s unfiltered, immediate, and incredibly engaging.

Repurpose and Multiply

Here’s a tip that’ll save you time and boost your content game: repurpose your videos. That 2-minute clip for YouTube? Cut it into 15-second reels. Use screenshots for Instagram carousels. Turn spoken content into blog posts or email campaigns. One good video can turn into a whole week’s worth of content across platforms.

Let Data Guide You

Once your video’s out in the wild, keep an eye on how it performs. Look at views, watch time, shares, and comments. Pay attention to what your audience responds to—and then do more of it. Video marketing is as much about learning as it is about creating. The more you experiment and refine, the stronger your video strategy becomes.

Press Play on Growth

Video marketing is no longer just a trend—it’s a core strategy for small business success. It educates, entertains, and builds trust in a way that no other medium can. Whether you’re a coffee shop owner, a handmade jewelry maker, or a local service provider, video can help you tell your story, attract new customers, and grow your brand. So what are you waiting for? Lights, camera, action—your audience is ready to watch.