10 Tips for Creating Engaging Videos for Small Businesses


small business marketing

The Importance of Video Marketing for Small Businesses

Transforming your business’s narrative into a vibrant, visual story could be the game-changer you’ve been seeking. Video marketing allows you to engage your customers, potential clients, and the broader public in a way that no other medium can. Let’s delve into the power of visual storytelling and the impact it can have on your conversion rates.

The Power of Visual Storytelling

In today’s fast-paced digital world, it’s not enough to simply tell your brand’s story – you have to show it. This is where the magic of visual storytelling comes in. Video marketing enables small businesses to convey complex messages in an engaging, relatable, and memorable way. It offers a unique opportunity to humanize your brand and foster a deeper connection with your audience.

Just take a look at the brand story video by Satya. This small business owner shares her personal story, revealing the motivation behind her non-toxic, fragrance-free skin products in less than a minute. The result? An authentic, impactful video that resonates with viewers and builds brand trust.

The beauty of visual storytelling is that it’s not restricted to big-budget corporations. With creativity and a clear understanding of your brand’s mission and values, even small businesses can create videos that make a significant impact.

The Impact of Video on Conversion Rates

If you’re looking to boost your small business’s conversion rates, video marketing could be your golden ticket. Studies show that incorporating video into your marketing strategy can significantly increase engagement, click-through rates, and ultimately, conversions.

For instance, product videos provide an excellent opportunity for small businesses to showcase their products in action, helping customers understand the product’s features and benefits better. Teton Sports, a small outdoor adventure gear business, leveraged this strategy, and their product video amassed over 40,000 views.

Moreover, educational videos help establish your small business as an authority in your field, building trust and credibility with your audience. This strategy can lead to increased engagement and more conversions in the long run.

In conclusion, the importance of video marketing for small businesses cannot be overstated. By harnessing the power of visual storytelling and understanding the impact of video on conversion rates, you can create engaging videos that resonate with your audience and drive business growth.

video production

How MakeMedia Can Help Your Business Create Engaging Videos

Having established the compelling case for video marketing, the next logical question is: “How do I get started?” Thankfully, MakeMedia is here to help. With our expertise and tailored video marketing services, we turn the daunting task of video production into a streamlined, stress-free process.

MakeMedia’s Unique Selling Proposition

What sets MakeMedia apart? Quite simply, it’s our unwavering commitment to helping small businesses tell their story through engaging video content. We understand that each business is unique, and so, we pride ourselves on our adaptability and our ability to create videos that truly reflect the ethos of your brand.

On top of that, we understand that as a small business owner, you’re likely wearing many hats – and video production doesn’t need to be another one. That’s why we take care of the hard work, allowing you to focus on what you do best – running your business.

The Range of Services Offered by MakeMedia

We offer a comprehensive suite of video marketing services. From the initial stages of planning and scripting to the final touches in post-production, MakeMedia has you covered.

Strategic Video Planning: Our team will work with you to understand your goals, define your target audience, and develop a video marketing strategy that aligns with your brand and business objectives.

Video Production: We take care of all aspects of video creation, from scriptwriting to filming. Whether it’s a product explainer video, a webinar, or a brand story video, we’ll produce high-quality videos that captivate your audience.

Video Optimization: A well-made video is just the start; it needs to be seen by the right people. We’ll optimize your videos for SEO, helping them rank higher on search engine results and increasing their visibility.

Video Promotion: We’ll help you leverage the power of social media and influencer partnerships to boost the reach of your videos. Plus, our team can assist with paid social advertising, ensuring your content gets in front of a larger audience.

Performance Tracking: Using a range of tools, we’ll monitor the performance of your videos, providing valuable insights into viewer engagement and conversion rates. This data-driven approach allows us to continually refine your video marketing strategy for optimal results.

In a world where video content reigns supreme, MakeMedia is your trusted partner. We empower small businesses to harness the power of video marketing, driving engagement, boosting conversions, and propelling your business to new heights.

Understanding Your Audience and Setting Goals

The first step to creating engaging videos that resonate with your audience and compel them to take action starts with two prerequisites: understanding your audience and setting clear, measurable goals.

Identifying Your Target Audience

The cornerstone of any effective video marketing strategy is knowing your target audience. It’s not just about their demographics, such as their age, gender, or location. You need to dive deeper. What are their interests? What problems do they face that your business can solve? What type of content resonates with them?

A thorough understanding of your audience will guide the tone, messaging, and style of your videos, ensuring they strike a chord with viewers. It’s not enough to create a high-quality video; it needs to speak to your audience’s specific needs and engage them on a personal level.

Setting Clear and Measurable Goals

Next, you need to define the purpose of your video. Is it to increase brand awareness, drive sales, educate your customers, or increase credibility and trust? Every decision you make during the video creation process should align with these goals.

Once you’ve established your objectives, set clear and measurable goals. If your aim is to boost sales, how much of an increase are you aiming for? If it’s to drive traffic to your website, how many new visitors do you want to attract?

Having clear, measurable goals in place will not only guide your video creation process but also enable you to track your progress and measure your success using tools like those offered by MakeMedia. This way, you can adjust your strategy as needed to ensure you’re getting the highest return on your video marketing investment.

Don’t overlook these critical steps in the video creation process. Understanding your audience and setting precise goals are the foundation upon which successful video marketing campaigns are built. With these in place, you’re well on your way to creating engaging videos that resonate with your audience and drive your business objectives.

product explainer video

Types of Videos Your Small Business Should Consider

Choosing the right format for your video content can make or break its effectiveness. Here are some of the most impactful types of videos that small businesses should consider creating to boost their marketing efforts:

Product Explainer Videos

If a picture is worth a thousand words, a product explainer video is worth a million. These videos are an excellent way to showcase your product’s features and benefits while addressing potential customer pain points. Remember, show, don’t just tell. A great example is Descript’s product explainer video that effectively demonstrates how their product solves customer problems. Keep the video length between 90 to 120 seconds for optimal engagement, and collaborate with product teams for an accurate script.


Webinars are a powerful tool to establish your business as a thought leader in your industry. They allow you to dive deep into a topic, providing valuable information and insights to your audience. Plus, webinars can be repurposed into smaller video snippets for use across your marketing channels.

Frequently Asked Question (FAQ) Videos

Have you noticed recurring questions from your customers? An FAQ video can address these common queries while showcasing your product or service in action. It’s an effective way to build trust, eliminate purchasing barriers, and enhance customer satisfaction.

Brand Story Videos

Storytelling is at the heart of video marketing. A brand story video allows you to connect on a deeper level with your audience by sharing your vision, values, and journey. This type of video content can create an emotional bond with your audience, fostering brand loyalty and affinity.

Behind-the-scenes Videos

Behind-the-scenes videos offer a unique and authentic glimpse into your business operations, team, and culture. They humanize your brand and make your audience feel part of your journey. This transparency can drive customer engagement and trust, ultimately strengthening your brand image.

Choosing the right video type for your business depends on your goals, audience, and the message you want to convey. Experiment with these formats, measure their performance, and adjust your strategy accordingly. Remember, making engaging videos is a creative process, so don’t be afraid to think outside the box and try new things.

video filming tips

Tips for Creating Engaging Videos

Now that you’re ready to hit ‘Record’, let’s dive into some effective strategies to create videos that resonate with your audience and drive results for your business.

Tip 1: Keep Your Videos Short and Sweet

In the era of diminishing attention spans, it’s important to deliver your message concisely. Aim for videos between 90 and 120 seconds long. This is the optimal duration to keep your audience engaged while effectively conveying your message.

Tip 2: Use High-Quality Visuals and Sound

While you don’t need to invest in a Hollywood-grade camera, you should ensure your video has clear visuals and crisp audio. Even simple tools like a smartphone, a tripod, and a decent microphone can drastically improve your video quality.

Tip 3: Include a Clear Call to Action

Every video you create should have a purpose. Whether it’s to encourage viewers to visit your website, make a purchase, or share your video on social media, make sure to include a clear and compelling call to action (CTA).

Tip 4: Make Your Videos Mobile-Friendly

More than half of all video content is consumed on mobile devices. Ensure your videos are optimized for mobile viewing, with clear visuals and legible text.

Tip 5: Use Storytelling to Connect with Your Audience

Storytelling is an effective way to create an emotional connection with your audience. Rather than just showcasing your products or services, share stories about your brand, your customers, or the problems you’re solving.

Tip 6: Incorporate User-Generated Content

User-generated content can powerfully showcase the value of your product or service. It adds an extra layer of authenticity and can help build trust with your audience.

Tip 7: Use Humor to Engage Your Audience

Humor can make your videos more entertaining and memorable. While it’s not appropriate for every brand, a well-placed joke or funny scenario can make your content more engaging.

Tip 8: Leverage the Power of Social Proof

Including testimonials or reviews in your videos can enhance your credibility and persuade potential customers. Social proof is a powerful tool that can significantly influence purchasing decisions.

Tip 9: Optimize Your Videos for SEO

Optimizing your videos for SEO can help you reach a wider audience. Use relevant keywords in your video titles, descriptions, and tags. Also, consider adding captions and transcripts to make your videos more accessible and SEO-friendly.

Tip 10: Test and Analyze Your Videos

Lastly, monitor the performance of your videos. Use analytics to understand what’s working and what’s not, and use these insights to improve your future videos. Look at metrics like view count, watch time, engagement rate, and conversion rate.

Remember, creating engaging videos is a continuous process of learning, experimenting, and refining. By following these tips and consistently delivering value to your audience, you’ll be well on your way to video marketing success.

social media video promotion

Promoting Your Videos

Creating engaging videos is only half the battle. The other half involves promoting them to the right audience through the right channels. Here are some effective ways to get your videos in front of your target audience.

Sharing Your Videos on Social Media

Why limit your video’s reach to your website or YouTube when the world of social media is at your fingertips? In fact, a report from the Pew Research Center reveals that seven in ten people are on social media, making it a goldmine for audience reach.

Platforms like Facebook, Instagram, and LinkedIn offer excellent opportunities to share your videos and reach a larger audience. With tools like Buffer, you can easily share your videos across multiple platforms quickly, ensuring an expansive reach.

Using Video on Your Landing Page

Consider this: 84% of people have been convinced to buy a product or service after watching a brand video. Your website’s landing page is an excellent place to include a video about your business, as it can significantly drive sales.

For instance, software company Wildbit experienced success by embedding a 10-minute brand story video on its landing page. So why not follow their lead and give it a try? If you don’t have a website yet, consider creating a mobile landing page using Buffer’s Start Page.

Partnering with Influencers

Another effective way of promoting your videos is through influencer partnerships. Influencers can help your brand get larger exposure and increase your social proof. Almost half of consumers depend on influencer recommendations, and 40% have made a purchase after seeing something on Twitter, YouTube, or Instagram.

For small businesses, partnering with micro-influencers can be particularly beneficial. They may have a smaller but well-engaged audience that aligns with your target market.

Using Paid Social Advertising

Boost your videos’ visibility by using paid social advertising, especially if they’re already performing well organically. Facebook and Instagram ads are the most commonly used platforms by small businesses. The advantage here is that your ads will never cost more than you have to spend.

Promoting your videos doesn’t have to be a daunting task. With the right tools and strategies, you can successfully reach your target audience and drive conversions. Remember, the key is to choose the right promotional methods that align with your business goals and audience preferences.


The journey to creating engaging videos for your small business may seem complex, but with these insights and the right partner like MakeMedia, it’s certainly achievable. Remember, creating engaging videos isn’t just about flashy visuals, it’s about communicating your brand’s unique story in a way that resonates with your audience.

From understanding your audience, setting clear goals, considering different types of videos, and adhering to the 10 tips for creating engaging videos — every step plays a crucial role in your video marketing success. Incorporating user-generated content and humor, using high-quality visuals and sound, and optimizing your videos for SEO are all best practices that can take your videos from bland to captivating.

But creating compelling videos is only half the battle. Effective promotion is vital in ensuring your videos reach the right people at the right time. Whether you’re sharing your videos on social media, using them on your landing page, partnering with influencers, or leveraging paid social advertising, each strategy can help maximize your reach and engagement.

Remember to test and analyze your videos, as this will provide valuable insights to continuously improve your video marketing efforts. As a small business owner, your time is valuable. MakeMedia’s range of services and unique selling proposition can help you create engaging videos that not only tell your brand’s story but also drive conversions.

Video marketing for small businesses doesn’t have to be daunting. It’s about understanding your audience, telling your story, and using the right strategies to engage and convert. With these tips and the support from the experts at MakeMedia, you’re well on your way to video marketing success.

Embrace the power of video and let it transform your small business today!