Video campaigns can be powerful, but only if they have a clear purpose. Enthusiasm helps, but trust me, it’s no substitute for strategy. Just ask my 15-year-old self, whose first attempt at filmmaking was a zoom-heavy disaster from a gaming expo. Think motion sickness meets total confusion.
Here’s how to make sure your video works, not just how to make one.
Too many small businesses create videos just because “everyone else is doing it.” Instead, focus on one key purpose. Take a local bakery, for example. They want to increase foot traffic. Instead of filming a generic “about us” video, they create a short, mouthwatering clip showing their best-selling pastries being made fresh. The video ends with a clear call to action: “Visit us this weekend for a free sample!” Now, they’ve turned viewers into potential customers.
People don’t engage with videos because they need more information—they engage because the story feels relevant, emotional, or entertaining. Think of a family-owned coffee shop creating a “behind-the-scenes” video. Instead of simply listing the qualities of their coffee, they take viewers to the farms where their beans are grown, introducing them to the farmers who make it happen. The result? Customers connect with the brand on a deeper level, making them more likely to choose this coffee over competitors.
You don’t need a big production team to create great content. Even small businesses can make high-quality videos with simple tools. Look at a small pilates studio for example. They don’t have expensive cameras, but they still create high-quality content. How? They film simple demonstrations of stretches using a smartphone and natural light, keeping it authentic and easy to follow. The videos feel warm and approachable, resonating with their audience.
Editing isn’t just about cutting mistakes. It’s about keeping people engaged until the very end. Take a local hairdresser for example, who wants to attract new clients. Instead of a slow intro video, they create quick, satisfying hair transformation clips, before, during, and after styling. Each clip is fast-paced, with short captions explaining the technique. Smooth transitions and close-ups of the final look keep viewers interested and inspired to book an appointment.
Even the best video won’t succeed if no one sees it. Strategic distribution is key. For example, a local electrician wants more customers, but instead of just posting a “hire me” video, he shares helpful tips, like “How to Reset a Tripped Circuit” or “Simple Electrical Safety for Homeowners.” He posts them on Facebook and local community pages, where people often look for recommendations. By offering useful advice first, he builds trust, making people more likely to call him when they need an electrician.
A successful video campaign isn’t just about making a video. It’s about making the right video, with the right message, for the right audience. Follow these steps, learn from small businesses already doing it well, and give your audience a reason to care.
