Here’s a fact: videos get shared way more than just text or pictures. If you’re a small business trying to get noticed, video can be the thing that changes the game for you. It grabs people’s attention fast and keeps them watching.
Let’s be honest, everyone scrolls super fast these days. And most people watch videos without sound. Moreover, everyone is busy. They have a thousand things going on in their head. So, short clips — around 15 to 60 seconds — work best.
Wistia’s 2025 State of Video Report shows that videos under one minute have a 50% engagement rate. They get your message across quickly before you lose the people’s attention, and they move to the next one.
Beyond grabbing attention, videos also build trust. They show real people and real products. Compared to plain photos or text, these help the videos sell better. You can teach, entertain, or convince people, all in one simple, shareable package.
Your Roadmap to Step-by-Step Video Marketing
While the benefits are great, making videos isn’t the easiest. From planning, writing scripts, filming and sharing them, every step plays an important role in the video’s success. If you plan on using videos to spread information about your brand, you must know the right steps for making a video.
Step 1: Plan It Out
First things first, don’t just start filming. You’ll waste time if you do. There are a lot of things to consider before you start on the actual process of making a video. Think about your target audience. Ask yourself some simple questions.
What do you want to achieve through the video? Who do you want to reach? What’s the goal here? Do you want to make more people know about your product? Do you want to sell more? Is it to teach something helpful? Or share stories from happy customers to build trust?
Once you know that, pick a style that fits. Short videos have different categories too. The kind of video you need depends on your goal and audience. You must learn as much as you can about your target audience. Focus on making the kind of videos your audience enjoys. The kind of short videos you can work on are –
- Product demos: The product demo videos show how your product works. They highlight the best bits of your product to appeal to the audience and increase sales.
- Customer testimonials: Just like you have customer testimonials on your website, you can record their reviews on a video and share them on social media to spread about your brand. Let your customers do the talking. People trust real stories.
- Animated explainers: These videos are great for breaking down tricky ideas in a fun way. They can hold people’s attention easily and get your message across.
Think about whether you want animation or real footage. Animation works well for complicated stuff. Real videos feel personal and trustworthy.
Step 2: Write a Simple Script
Your script is very important. It keeps your message clear and keeps people watching. Short videos mean no time for fluff. Keep it short — between 30 to 90 words. Cut anything unnecessary. Tell a story that appeals to people. Write like you are talking to a friend – no need for fancy words or jargon.
Follow a proper structure. Start with a problem they have. Then show how you solve it. End with a clear call to action. Use phrases like “visit our site,” or “sign up today”. These would urge your audience to act.
Add captions or text on screen. Lots of people watch videos with the sound off. Captions make sure they get it anyway. A little music or sound effects helps too. And the first 3 seconds are crucial. Start with something that stops people scrolling — a question, a bold statement, or something eye-catching.
Step 3: Shoot Your Video
With your script ready, now it’s time to move on to the actual shooting of the video. Good quality matters, but you don’t need fancy equipment. Your phone and some natural light can do the trick. Shoot near a window during the day — it looks great. If you want something polished, hiring a pro helps with lighting and sound. Keep these in mind:
- Lighting: Natural light works wonders. Avoid shadows or harsh backlight. Ring lights are cheap and useful.
- Sound: Clear audio is a must. Use a mic if you can. Shoot somewhere quiet. Harsh noises in a video are unpleasant to the ears. It will annoy the audience, and they will move on to the next video quickly.
- Branding: Stay consistent with your branding. Use the same colours, fonts, and logos as you have on your website, ads, and cards. It looks consistent and professional.
Step 4: Get Your Video Out There
Making your video is just the start. You have to make sure it is presentable. Your video will go on multiple platforms, and you have to make sure that your video layout complements the platform. For example, vertical videos work best on Instagram Stories and TikTok. Horizontal videos suit YouTube.
Also, study your audience to know when they’re the most active. Post accordingly. Use clear titles and descriptions with keywords so people can find your video. Add captions for those watching silently.
Share your video everywhere — social media, your website, and emails. Ask viewers to like, comment, and share. Get customers to post their own videos — it helps spread the word. Consider using paid ads to boost your best videos. It’s a quick way to get more eyes and sales.
Also, always share your videos on the right platform. For the quicker clips, Instagram, TikTok, or Facebook are preferred. Longer videos, however, are best put on YouTube. Putting videos on your website helps keep visitors around longer, too. Set goals you can measure. Views, shares, clicks, or sales. This way, you know if your video’s working.
Start Small, Learn Fast
If you’re new to video marketing, start simple and build from there. Don’t try to do everything at once. Shoot a quick 30-second demo on your phone. Ask a happy customer for a short testimonial. These simple steps build confidence and content.
Video marketing is one of the best ways small businesses can connect with customers. Check your analytics on YouTube or Facebook. See what people like and share. Use that info to make your next video better. Short, simple videos help you get noticed, build trust, and sell more. Start today. Show off your product, share stories, or explain things simply.
Video marketing is a must-have for growing your business online. If you want help, Knovial can guide you through planning, filming, and promoting your videos. Ready to grow your small business with video marketing? Don’t wait to start connecting with your audience deeply. Contact us today to create videos that grab attention and drive results.
