If you’ve been thinking, “I know I need video… but where do I start?” – you’re not alone.
Video content can feel overwhelming when you don’t have a plan. But once you understand the types of video available and how they fit into your customer journey, it gets a whole lot easier.
Types of Video Content for Small Businesses
🎥 Brand film / About video
Tells your story – who you are, what you do, and why you do it. Great for your homepage or a pinned Instagram post.
🎤 Talking head / Explainer videos
You, speaking directly to your audience about a product, service, or idea. Perfect for thought leadership and building trust. This is great for testimonials too.
🛍️ Product or service walkthroughs
Short clips showing what you sell, how it works, or why it’s valuable. These build clarity and confidence to buy.
🎬 Behind-the-scenes (BTS) content
Show your process, workspace, team, or a day-in-the-life. Builds connection and authenticity.
🧠 Educational or tip-style content
Quick wins and insights that position you as an expert. Think “how-to,” myths, or FAQs.
Not every business needs all of these, but most need at least 2–3 of them to start. Because the goal is to create a library of engaging video content that actually supports your marketing goals, rather than just adding to the void.
And remember, video content isn’t just about checking a box – it’s about connecting with your audience in a way that text and images simply can’t match.
Benefits of Video Marketing
📱 Increased engagement
Videos typically receive higher engagement rates than text or image posts across all social platforms. People are simply more likely to stop scrolling for video content.
🔗 Deeper emotional connection
Seeing your face, hearing your voice, and witnessing your passion creates a much stronger bond with potential clients than written content alone.
💡 Better information retention
Studies show that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading text.
🌐 Improved SEO performance
Google loves video content, especially on platforms like YouTube (which is the second largest search engine in the world). Videos can significantly boost your search visibility.
The key is to start small and be consistent. You don’t need Hollywood production values or expensive equipment to create effective video content. What matters most is authenticity and providing genuine value to your audience.
Mapping Video Content to the Customer Journey
As you build your video strategy, consider where each type of content fits in your customer journey:
Awareness stage: Brand films, BTS content, and educational videos help new audiences discover you
Consideration stage: Explainer videos and testimonials build trust and credibility
Decision stage: Product demos and service walkthroughs overcome final objections
By mapping your video content to these stages, you’ll create a cohesive video strategy that guides potential customers from first impression to final purchase. Not sure where to start or struggling to create your own content? Book a free video strategy call or email me to determine which types of content will work best for your business.
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