How to be successful at Video Production for Small Business: A Comprehensive Guide

In today’s fast-paced digital world, video content stands out as a crucial element in the marketing strategy of any small business aiming to enhance its presence and competitiveness.

This comprehensive guide explores the fundamentals of video production specifically tailored for small businesses.

By engaging with video production, small businesses can harness several transformative benefits which drive growth and boost customer engagement.

small business video production The Jasper Picture Company Melbourne

The Importance of Video Content for Small Businesses

Video content has a unique capability to grab and maintain viewer attention, making it an indispensable tool for small businesses. Here’s why incorporating video is essential:

Increased Engagement:

Videos are inherently engaging, offering a dynamic way to present information and emotions that can captivate an audience far more effectively than static images or text.

Improved SEO (Search Engine Optimisation):

Video content is favored by search engines and can improve a site’s search rankings by increasing the time visitors spend on the page, reducing bounce rates, and generating more inbound links if shared.

Higher Conversion Rates:

Incorporating videos on landing pages or in sales emails can significantly increase conversion rates, transforming more of your visitors into paying customers.

Enhanced Social Media Reach:

Videos are more likely to be shared than any other form of content. For small businesses, this means potentially vast exposure for relatively low investment.

Understanding these benefits is the first step towards effectively integrating video production into your small business’s marketing efforts.

In today’s day and age video marketing is a must have, not a maybe.

Social media video stats worth noting

Engagement on Social Media Platforms: Facebook remains the most-used social media platform globally, where people spend an average of 19.7 hours per month. Facebook is particularly effective for video content, with over 4 billion video views occurring daily.

Additionally, Facebook videos significantly increase user interaction, boosting engagement by 600% compared to other post types (SocialPilot) (Social Media Dashboard). Video marketing for small business would be missing out without a plan for Facebook.

Growing User Base: Platforms like TikTok have seen remarkable growth, with expectations to reach over 2 billion users in 2024. It is the most frequently used app globally, where Android users spend an average of 34 hours per month.

This platform is particularly influential among the younger demographic, with 36.7% of its users aged between 18-24 (Sprout Social) (Statusbrew).

Influence on Purchase Decisions: Social media continues to play a critical role in influencing buying decisions. For instance, 70% of YouTube viewers have made a purchase after seeing a brand on the platform. This highlights the significant conversion potential of effectively leveraging video content on social media (Statusbrew).

Demographics and Usage: LinkedIn has established itself as a crucial network for professional and B2B communications, with over 1 billion members across 200 countries. It’s especially popular among users aged 25-34, which makes up 60% of its global user base. This indicates a strong potential for targeted marketing efforts on this platform (Sprout Social).

Filming in Melbourne for a small business video - the jasper picture company

Step-by-Step Video Production Process for Small Businesses

The process of creating effective small business video production content can be daunting, particularly for small businesses with limited resources. However, breaking it down into manageable phases makes the task more approachable.


Goal Setting:

Clearly define what you want your video to achieve. Whether it’s increasing brand awareness, driving sales, or educating customers, your objectives will guide all subsequent decisions. Any foray into video marketing needs to start with this step.

Scriptwriting and Storyboarding:

Develop a script or a storyboard that outlines your video’s narrative or message. This serves as a blueprint throughout the production process.

Planning and Logistics:

Arrange the resources you’ll need, including equipment, personnel, and locations. Efficient planning helps avoid costly delays and issues during shooting.


Shooting the Video:

This is the execution phase where you capture all the footage according to your plan. Whether you’re using professional cameras or high-quality smartphones, focus on capturing clear, well-composed shots.

Sound and Lighting:

Good quality audio and lighting are crucial. Even the best-shot video can suffer from poor lighting or inaudible sound. Your video project is a lot more likely to be switched off with bad sound than bad shots.


Video Editing:

Combine your footage into a coherent story. This stage also involves cutting unnecessary parts, choosing the best takes, and arranging them for maximum impact.

Effects and Graphics:

Add any necessary visual effects, text overlays, and ensure your branding is prominently displayed.

Final Touches:

Include a strong call-to-action and ensure the video ends on a note that reinforces your message or prompts the viewer to take a desired action.

Scenarios of Video Success in Small Business

  • Product Demos: A local artisan soap maker boosts sales by sharing captivating behind-the-scenes footage of their production process, highlighting the natural ingredients and handmade technique.
  • Customer Testimonials: A small fitness studio showcases success stories from members who have transformed their lives, enhancing credibility and attracting new clients.
  • Educational Workshops: An independent bookstore hosts monthly literary analysis discussions and streams them, engaging a community of readers and driving foot traffic.

Video production Services that work for small business

  • Explainer Videos: Simplify complex products or services with short, informative videos.
  • Event Highlights: Capture key moments from events or launches to extend the buzz and reach people who couldn’t attend.
  • How-To Guides: Provide value with instructional content that helps users solve common problems related to your niche.

Leveraging Your Video Content on Social Media

Once your video is ready, distributing it effectively is key to maximizing its benefits:

Platform-Specific Content: Tailor your video format and length according to the platform, whether it’s Instagram, YouTube, or Facebook.

Engage and Interact: Encourage viewers to like, comment, and share. Engaging with comments and shares can help foster a community around your brand.

Optimize for Search: Use relevant keywords in your video title, description, and tags to improve its visibility and searchability on social media platforms and search engines.

Evaluating Video Performance

To understand the impact of your video content, closely monitor its performance through metrics such as view count, shares, comments, and the engagement rate. This data can provide insights into what works and what doesn’t, helping you refine your future video strategy.

Video Production for small business in Melbourne - The Jasper Picture Company

Selecting the Right Video Production Company for Your Small Business

Choosing the ideal video production company is crucial for a small business, as it can significantly impact the effectiveness and quality of your video content.

Start by identifying video production companies with experience in your industry or with similar-sized businesses, as this will ensure they understand your specific needs and constraints.

Check their portfolio and their social media channels for styles and approaches that resonate with your brand’s image and message. It’s also beneficial to read client testimonials and reviews to gauge the company’s reliability and customer service.

Consider setting up initial consultations with a few top choices to discuss your vision, budget, and expected timelines. These meetings can provide valuable insights into the company’s creativity, professionalism, and enthusiasm for your project.

Opt for a production team that not only fits your budget but also demonstrates a clear understanding of your goals and target audience and shows a genuine interest in helping your business succeed.


Small business video production offers a significant opportunity to boost marketing efforts, engage audiences, and grow their brand presence.

With strategic planning, careful production, engaging content and effective distribution, even small businesses with limited budgets can create impactful video marketing that yield substantial returns.

Embrace the power of video and start transforming your small business’s approach to digital marketing today.

Corporate video production doesn’t have to be boring; start your journey and get in touch with us today. Check out our video production services here.

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