Video marketing continues to be important for small businesses that want to create more awareness and connect with their target customers. In addition, social media algorithms favor video content, and many users spend more time consuming it.

In fact, videos drive more engagement and retain attention better than any other form of content. They’re an effective way to connect with customers globally. Compelling content can keep them coming back to buy from you again and again.

Even small businesses with little or no budget for advertisement can take advantage of the power of video marketing.

In this guide, I will share 5 types of videos you should use as a small business to boost engagement and grow your customer base.

1. Explainer Videos

Explainer videos are short and informative videos about the products and services your small business offers. The aim is to make your target audience understand why the product or service exists, and how it can solve their problems even better than your competitors.

To win over a first-time viewer who is unfamiliar with your brand, you need an explainer video. Let’s assume you are an event planner in New York. You could create an explainer video titled “How To Plan Wedding Events While On A Budget.”

In this video, you could walk your audience through how to plan a wedding event in New York without spending a fortune. This type of video educates your audience, and at the same time assures them they would be in good hands, should they decide to hire you.

2. Testimonial Videos

Testimonial videos are a customer’s endorsement and recommendation of your product or service. In this case, satisfied customers share their honest experience with your business. 

For example, many customers make short videos on Instagram showing how a skincare product solved their skin problems. You will see them showing before and after photos and talking about the change they experienced.

This type of video drives engagement. Collect them and use a video maker tool to edit and polish them, maybe even combining several together to showcase your product or service from different points of view or demographics.

Then, share the video on social media or in your email marketing to convince your target audience to take action.

3. Product Demonstration Videos

Your audience won’t buy your products or services if they don’t know how they work. This is why product demonstration videos are critical. 

When a prospective customer watches a demonstration video, they should get a clear understanding of what your product or service does and how it can help them, hopefully prompting them to make a purchase.

And since people often associate with others like them, if they share a product demonstration video on social media, their friends or followers may also purchase it.

4. Live Videos

Let your audience see the human side of you, the person or company behind the content they consume and the products they buy. 

I recommend going live occasionally to talk directly to your viewers. Thankfully, social media platforms like TikTok, Instagram, Facebook, and YouTube support live videos, so you have no excuses for not trying it out. 

Think of it as an opportunity to interact with your audience in real time and get them excited about your brand.

5. Behind-The-Scenes Videos

Many small businesses ignore this type of video because they don’t want their audience to see how their products and services are made. 

The fact is that behind-the-scenes videos are an easy way to be transparent and demonstrate openness and honesty, which customers love.  

Let’s assume you run a bakery business from your home. You can make a behind-the-scenes video showing how you bake bread or cakes for your customers. This increases the confidence they have in you and your products, which leads to more sales. 

In summary, you will be missing out on leads and sales if you don’t leverage video content to grow your audience. It’s a gamechanger, especially on social media platforms, and that’s why you should give it a try. 

From explainer videos and testimonials to behind-the-scenes videos, each serves as an effective way to boost engagement and get your audience to take the desired action of purchasing your product or service. 

Photo by Nathan Dumlao on Unsplash