BroadVision Marketing Blog

[This article was last published in February 2024 and has been updated and revised.]

Most business owners shy away from creating video content and visions of expensive production requirements. But short form video doesn't have to be.

The reality of video content is that it can be easily produced with nothing more than a smart phone. And the power of short form video is unsurpassed in content marketing.

Video for Content Marketing: Why Small Businesses Should Embrace This Strategy

In the crowded world of digital marketing, standing out is a challenge. For small businesses, finding ways to compete with larger companies can feel overwhelming. Enter video marketing—a powerful tool that can elevate your content strategy, build brand loyalty, and drive tangible results without requiring a massive budget.

Let’s take a deeper look at why video is such an effective content marketing strategy and why small businesses should prioritize it.

The Growing Popularity of Video Content

Video content dominates today’s digital landscape. According to recent studies, over 80% of internet traffic comes from video consumption. Social media platforms like YouTube, Instagram, TikTok, and Facebook have seen exponential growth in video uploads and views, as audiences increasingly prefer this engaging and versatile format.

For small businesses, this shift presents a golden opportunity. Video levels the playing field by offering creative ways to connect with audiences and build trust. Whether it’s a heartfelt story about your brand or a quick demonstration of your products, video allows you to communicate effectively in a way that text or static images simply can’t match.

Why Video Works So Well for Content Marketing

1. Videos Boost Engagement
   Video content consistently outperforms other formats in terms of likes, shares, and comments. People are naturally drawn to motion and sound, making videos more engaging than written posts or images. A well-crafted video can stop viewers mid-scroll, capturing attention in the critical first few seconds.
2. Videos Increase Retention
   The combination of visuals and audio in videos makes information easier to absorb and remember. Studies show that viewers retain 95% of a message when it’s presented in a video, compared to just 10% when it’s read in text.
3. SEO Benefits
   Video content can significantly improve your website’s search engine optimization (SEO). Embedding videos on your website increases the time users spend on your pages—a key factor in Google’s ranking algorithm. Additionally, video content is 53 times more likely to appear on the first page of search engine results.
4. Videos Drive Conversions
   Videos don’t just engage viewers—they convert them. Product videos, tutorials, and testimonials can help potential customers visualize the value of your offerings, nudging them toward a purchase. In fact, landing pages with video can increase conversions by up to 80%.

Why Short-Form Video Is Perfect for Small Businesses

Small businesses often hesitate to embrace video marketing, assuming it’s too costly or complicated. The truth is, creating impactful videos doesn’t require a Hollywood budget. Here’s why short-form video is an ideal content marketing tool for small businesses:

1. Affordability of Modern Tools
   High-quality videos can be created with tools you already have, such as a smartphone and free or low-cost editing software like Canva or CapCut. Many platforms also offer built-in video creation tools to simplify the process.
2. Versatility of Video Content
   Short-form videos can be used across multiple platforms and purposes. A single video can become a YouTube upload, an Instagram Reel, a TikTok post, and a snippet for your email marketing campaign, maximizing its ROI.
3. Personal Connection
   Small businesses thrive on building personal relationships with their customers. Video is a fantastic way to humanize your brand by showcasing your team, telling your story, and sharing behind-the-scenes glimpses.
4. Content Adaptability
   From explainer videos and product demos to testimonials and tutorials, the possibilities are endless. This adaptability makes video - short or long - a perfect fit for businesses with diverse audiences and goals.

Practical Tips for Small Businesses Starting with Video

Ready to dive into video marketing? Here are a few actionable steps to get started:

1. Start Small
   You don’t need to produce a high-budget commercial to see results. Start with short, authentic clips that showcase your products, services, or team.
2. Focus on Storytelling
   A good story captivates viewers and leaves a lasting impression. Highlight customer success stories, your business journey, or a day in the life at your company.
3. Leverage Social Media Trends
   Platforms like TikTok and Instagram Reels reward businesses that embrace trends and engage with their communities. Experiment with these formats to boost visibility.
4. Analyze Performance
   Use analytics tools to track the performance of your videos. Monitor metrics like views, watch time, and engagement to understand what resonates with your audience.

Success Stories: Small Businesses Thriving with Video

Countless small businesses have harnessed the power of video to grow their brands. For example, a local coffee shop might post Instagram Reels showcasing how their baristas craft specialty drinks, building a loyal following online. A boutique retailer could use short TikTok videos to demonstrate outfit ideas, driving both in-store and online sales.

These examples illustrate how video marketing can amplify a small business’s reach and impact, even in competitive markets.

Why Your Small Business Needs Video

Video is no longer optional in the world of content marketing—it’s essential. For small businesses, it’s a chance to tell your story, engage your audience, and compete with larger brands without breaking the bank.

The key is to start where you are, using the tools and resources you have. With creativity and consistency, video marketing can transform your content strategy and drive meaningful results for your business.

So grab your smartphone, brainstorm ideas, and hit record. Your audience is ready to watch—and your business is ready to grow.

Short-Form Video: A Content Marketing Powerhouse

Short-form videos, captivating audiences in under a minute, have become content marketing powerhouses. Their concise nature cuts through the noise, grabbing attention in our fast-paced world. This format allows brands to showcase products, educate viewers, and build connections in a digestible way.

Platforms like TikTok and Instagram Reels offer vast reach through their algorithms, making viral potential a reality. With minimal production costs and high shareability, short-form videos offer an impactful and cost-effective way for brands to engage their target audience and achieve marketing goals.

According to Tal Navarro, writing on LinkedIn,

"Short-form video is taking the digital marketing world by storm. Brands of all sizes are tapping into the power of short-form video to boost brand awareness, engage audiences, and drive real business results. The platforms and tools have made it incredibly easy to create short, fun, and impactful video content. And the audiences are there, with billions of views happening every single day."

Here's a few statistics to back up that premise:

According to Khrisdigital.com,

"It is projected that in 2024 – this year – the average daily usage time of the social short-video platform by U.S. adults will increase to 48 minutes. An estimated 1.6 billion people will use short-form videos to communicate this year.  Do you also know that it is estimated that adults in the U.S. will spend an average of 58 minutes daily on TikTok’s social short video platform? – Statista"

Here's a few more numbers rounded up by Yaguara.co:

• 73 percent of consumers prefer short-form videos to search for products or services.
• 60 percent of short-form videos are watched for 41% to 80% of their length.
• 57 percent of Gen Z prefer short videos to learn about products and services.
• Short-form videos receive 2.5 times more engagement than long-form videos.

A recent HubSpot marketing report called short-form video the most popular and effective format for social media content in 204. 

So, the question for you is this: should there be a place for video in your digital marketing strategy? The easy answer is, "Yes!" If your primary objective with your marketing strategy is to drive traffic to your website, then adding video to the mix is a no-brainer.

Short-Form Video Can Be Affordable and Accessible

Effective short-form videos don't have to be highly produced. Short-form videos are intended to be quick, easily digestible content that's between five and ninety seconds long.

Another company, writing on LinkedIn, noted that,

"Unlike highly produced and polished advertisements, short videos often have a more casual and spontaneous feel, which resonates well with modern audiences. By showcasing genuine experiences or behind-the-scenes footage, businesses build stronger connections with their target market, fostering trust and loyalty."

The bottom line is that a marketing strategy that isn't leveraging video is a strategy with a gaping hole. Yet, for many business owners and small business marketers, the challenge of incorporating short-form video is their seeming lack of resources and skills.

But, the good news is that you don't need a big budget or big skills to take part in content creation with video. In fact, with the available technology and resources, anyone can easily produce short-form videos.

Effective Short-Form Video: Good, Not Polished

So, what makes for good video?

Clear and understandable audio, sufficient lighting to make visual elements easily visible, and a compelling, relevant, and engaging topic or story. But what about editing or special effects or studios? Not so much...

In fact, as has been made immensely clear by viewer behavior and activity, "handmade" video with little or no production work employed is what engages more than highly produced, heavily edited, and big-budget productions. 

And it doesn't have to be overly difficult or labor intensive. 

Here is a cool graphic from eCampusOntario that highlights the three stages of video production that apply to both short-form as well as long-form video content:

But What About Video Content Quality?

Professional video producers might disagree, but a great looking video can easily be made with simple tools. Regardless of the tools you use or the size of your budget, there are three essential things needed for good video:

1. A decent camera
2. Good lighting
3. Clear sound

However, even the most sophisticated production efforts are wasted if the resulting video is shaky or blurry or pixelated, if the lighting is too poor or too bright, and if the sound is muddled or hard to hear. The good news is that the quality of today's affordable video tools means that all three of these quality requirements can be easily met.

Point and Record

For a camera you can simply use your iPhone or Android device. Really. If you have, or want to buy, a "real" camera for video just keep in mind that you don't have to break the bank. A few hundred dollars is all you really need to spend. But, again, even a quality mobile phone can be used, if you want.

See It Well

A background that does not distract or overwhelm your subject is a basic consideration. Your lighting must be bright enough so that your subjects can be seen easily and clearly. While you don't need to invest in professional studio lighting, you should try to use available sunlight, either outdoors or indoors through windows, or good indoor lighting. 

Hear It Well

Sound can be a bit challenging, especially outdoors, since many cameras, especially phones, only have built-in microphones that aren't always designed for video production. By planning your video shoot, and taking time to position your subjects well, you can minimize any audio issues. Simple narrated videos present less of a challenge, but any type of audio must be clear and of a decent volume.

You Gotta Have a Good Story

Any video, no matter the topic, no matter how short, must have a story. Without an engaging and audience-relevant story, your video will be less than compelling. Your video content must have a message that serves a purpose and reflects your brand.

CMI notes that,

"Nail the messaging in both your videos and your video marketing strategy. Consistency is key. You cannot afford to create a video with one message and contradict that message in another video. Consistent messaging also ensures that your videos align with your brand voice."

It bears noting that you should be clear on your message, your audience, and your desired call-to-action before launching into making videos. Keep in mind that simply talking about your product or service doesn't make a very good story (not to your prospects anyway!) Know your audience and speak to what they want to know or need to learn.

Using Video to Engage, Educate, Entertain

Effective short-form video content hinges on three key elements: capturing attention, conveying value, and igniting engagement.

As we've noted here, video is a unique medium that captivates audiences by seamlessly combining visuals, sound, and storytelling. This trifecta of elements makes it an incredibly effective tool for engaging, educating, and entertaining viewers.

First, video captures attention like no other format. Movement naturally draws the eye, while sound enhances the emotional impact, making videos far more engaging than static images or text. Whether it’s a dynamic social media reel or an in-depth tutorial, video creates an immersive experience that keeps viewers hooked.

When it comes to education, video simplifies complex ideas by breaking them into digestible visuals. Demonstrations, animations, and voiceovers work together to convey information quickly and effectively. Audiences are more likely to retain information from a video because it engages multiple senses, making it ideal for product explanations, tutorials, or thought leadership content.

Lastly, video is inherently entertaining. Through humor, storytelling, or relatable content, businesses can connect with audiences on an emotional level. By making viewers laugh, smile, or feel inspired, video creates lasting impressions that build brand loyalty.

In short, video is a versatile medium that bridges the gap between engagement, education, and entertainment, helping businesses deliver value while forging meaningful connections with their audience.

So, how do you accomplish this?

1. Hook viewers within seconds: Start strong with captivating visuals, a surprising opening, or a relatable scenario.
2. Deliver value in a concise way: Educate with quick tips, showcase products creatively, or spark laughter with relatable humor. Every second should contribute to the overall message.
3. Spark engagement: Encourage viewers to participate through challenges, polls, or questions. Utilize trending elements like sounds, music, and transitions to keep the video dynamic.

Ultimately, the challenge is to present that information in a way that is appealing to your audience and can be framed as a compelling story.

Good Marketers Get Help With Their Content Marketing

A content marketing strategy takes time. Your objectives won't be met with a few great videos. In fact, your audience will want to consume your content for a while before they contact you. Yet, without your content compelling them to contact you, your marketing goals may never be met.

The good news is that content marketing works day in and day out. Once you upload a video (or social media post a blog article, etc.) it is always there, working to educate and compel people to become visitors. And when they do come to you, they are educated, informed, and much more likely to make the decision to buy.

When you are ready to take your content marketing to the next level from where you are today, you need the help of a knowledgeable partner.

BroadVision Marketing is that partner.

To learn more about short-form video and digital marketing strategy, and to help you make an informed decision, call BroadVision Marketing at 707-799-1238.