- Short videos can be produced easily and affordably and offer high engagement rates.
- Small business owners use short videos to increase brand awareness and connect with potential customers.
- Videos are liked more when they allow a glimpse of the authenticity of a brand.
- This article is part of "Small Business Marketing," a series that explores the basics of marketing strategies for SBOs to acquire new customers and grow their businesses.
When Crystal Allen surprised her staff with tickets to a Beyoncé concert this summer, she posted a one-minute video to Relay's Instagram. The video received thousands of views and likes and attracted media attention.
The video "shows what's possible for a brand from the ground up," the founder and CEO of Allen K. Allen Consulting told Insider. "Leaders feel motivated and inspired when you show love and gratitude to those who work most intentionally in your business every day." .”
This is an example of how a New Orleans-based management and training company uses short-form videos. Allen said that, among other things, they help demonstrate company culture and increase brand awareness.
Short-form videos typically last between five and 90 seconds and are often used as Instagram reels and stories, TikTok videos, and YouTube shorts. A survey conducted by Sprout Social found that three in five consumers say short videos are the most engaging social content.
"Various videos provide inspirational and motivational messages to followers to build positive relationships with our online community," Allen said of the consulting firm's videos, which are released weekly. "It's very important to us that people feel a deep connection."
Short-form videos are easy to create on mobile devices, making them a cost-effective way for small businesses to reach their audience on social media. The two content creators shared with Insider how they use short videos to increase brand awareness, engage new audiences, and more.
show the truth
Culina Health, a virtual nutrition platform, posts short videos to its Instagram page three times a week, said company founder and CEO Vanessa Rissetto.
The videos feature healthy recipes and discuss nutritional myths and trends. Most of them are made with an iPhone.
"When we posted the video, we were like, 'Hey, Vanessa is at home, it's 5 p.m., and she's doing everything she can for her kids,'" he said. "You show your real life with people like that."
This approach increases brand authenticity. Simple 60-second videos are liked best by followers, while professionally produced recipe videos often seem too intimidating, Rissetto said.
Allen also prefers to produce most of his brand videos himself, although he sometimes uses professional videographers and photographers. Videos are usually less than 90 seconds long.
"If people are moving quickly through social media platforms, time is limited, so if you can get the message across succinctly or visually, you'll have something great," Allen said.
Create brand awareness
Allen's company creates videos that offer a behind-the-scenes look at their team, their skills, and the services they offer.
"Videos sometimes make people think critically and look at issues they've never seen before," such as the importance of diversity, equity and inclusion in leadership and organizational management, he said. "They're used to researching and marketing the work we do."
Short-form videos can also help businesses differentiate themselves from the competition, but "be careful to stay true to your business," Rissetto said. For example, Culina Health videos focus on diet and nutrition without discussing other areas of health and wellness, such as fitness.
It's important to have a consistent video content publishing strategy and schedule to reach and engage your audience. But the most important thing is that each video must be intentional. "They have to connect in a way that encourages people to take action," Allen said.
Show me what you can do
Small businesses have limited marketing budgets, but short videos on social media can "legitimize" a business, Ricetto said. It is a profitable way to attract new audiences and generate new business, he added.
According to Allen, the short video helps demonstrate that his consulting company and its staff are capable of helping companies of all sizes. The videos present the company as a thought leader, which he says has helped attract conference invitations and media inquiries.
"They're looking for evidence of our effectiveness," Allen said. "So this is a walking advertisement for us."
