How Your Small Business Can Leverage Video

Written by Courtney Raguso, Social Media Content Creator

Video is one of the most powerful forms of content because you can make it memorable. Whether your goal is to teach your audience, introduce a product or tell a story about your brand, video offers a much more interactive, engaging, and entertaining way to present this information to your audience. Plus, you don’t need a scriptwriter, film crew, or director to create compelling videos. Nor do you need all that expensive equipment, which will also require a huge budget for production. These days, phones have become a lot more powerful, coming out with better quality cameras every year. If you’re just starting out with video, all you really need is your phone because at the end of the day, what’s going to make you shoot good content is a setup that will encourage you to just hit record. The best content is the content that comes across as authentic and has a more organic feel. There are many benefits to using video for your brand. Not only does video educate and build trust with the consumer, but it can also boost your SEO and improve brand awareness. Let’s talk about the different ways you can incorporate video in your marketing strategy. 

Once you have established your target market, you can start making videos. This is an important first step because different audiences consume content differently, and you want to make sure your video is going to appeal to the right audience. For example, if your target audience is Gen X, advertising on TikTok might not be a great fit, since mostly Gen Zers and Millennials use that app. Instead, maybe you want to run a Facebook ad, since you tend to see that demographic on that platform more. When it comes to the actual video, there are many ways you can go about it. The great thing about video is that it makes telling a story much easier. Storytelling helps humanize a brand because it offers a unique way for business owners to show a more personal side of the brand. People love a good story, and knowing how your business started, and the people and purpose behind it, will help build more trust with your audience. Video is also great for testimonials and product demos because it further educates the customer and helps build that trust you want. A static post of a review can still work, however with a video testimonial, you can actually see that this is a real person vouching for the brand. Product demos and how-tos are great because they offer customers a quick way to learn about a product. People will always prefer video over text since it’s easier for them to consume. If you can make it entertaining, that’s even better. Regarding building awareness, starting a YouTube channel is a great way to get new viewers. You just have to hone your niche and create compelling, high-quality videos that will educate and engage your consumers…and no, you don’t have to spend thousands of dollars to create high-quality videos!

Creating high-quality videos can be achieved in the palm of your hand. All you need is a cell phone that has a good camera, like the iPhone 13 Pro or the Samsung Galaxy Note20 Ultra 5G. Although you can shoot videos directly on these devices, there are a few extra steps you can take to further enhance your video quality. The three essential components of good quality video are image quality, audio, and lighting. With image quality, the more you spend, the better it tends to get, however, good lighting can make a significant difference in your video. With audio, quality is even more important. People will put up with lower-quality video, but bad sound won’t be tolerated. The best way to combat this issue is with an external microphone. There are many brands out there to choose from, but Rode is one we like very much. External mics can be omnidirectional or directional and can come with many different features. The type of mic you get really just depends on the type of content you want to shoot. Now, you might be thinking, how can I use an external mic for my phone, or better yet, get the proper lighting? There are many great tools and kits you can get, but one we really love is the Rode Vlogger Kit. This product has all your essentials in one convenient setup and comes with a directional mic, deadcat, light, and tripod all in one. It’s a great setup because, not only is it easy to use, but it’s small enough to bring everywhere, so it’s great for when you want to shoot in the moment. If you want to shoot even higher-quality videos, we recommend buying the Tilta Float Handheld Gimbal Support System. This product offers a more cinematic feel and is great for shooting documentaries, interviews, music videos, and commercials. However, if you want something more discrete-looking, you can always opt for the Canon M50 Mark 2 or the Sony ZV-E10. Both of these cameras are great beginner cameras and offer great image quality for your videos. 

Great video starts with being as authentic as possible. Whether you have a high or low budget, the real quality comes from the storytelling. You can have a $30,000 DSMC2 RED camera, but that won’t make your video great if what you’re showing and saying doesn’t make sense. You can be shooting an interview and if there’s only one angle the entire time, or the person speaking has no enthusiasm, you will lose your audience. It’s important to understand that although anyone can film a video, not everyone knows how to create an engaging one. Professional content creators are an essential component in a digital marketing agency because video is one of the most successful performing forms of content you can create. A content creator who understands film, as well as your audience, will be able to create a video that looks professional and will keep your viewers watching. They will understand all the factors that go into video, such as composition, b roll, the rule of thirds, exposure, and of course, putting it all together for the final product. Whether you want a video on your website telling your brand story or you just want to invest in TikTok, video will always enhance your online presence. Be engaging, be original, and always have fun with it. With 65% of the world’s population classifying themselves as “visual learners”, you can enhance their user experience so much more with a great video. 

At MSM DesignZ, we put in the time and energy required for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, a more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!