Video marketing: the unsung hero of SME social media

Business owners today understand the power of social media and digital marketing – but ask them to consider video marketing? Their heads spin at the thought of twenty-somethings reviewing makeup products and teens recreating the newest TikTok dance trend. However, in 2025, digital consumers of all demographics are spending more time watching than reading, with the average Android user spending 42 hours of their month on TikTok and 19 hours of their month on YouTube (Digital 2025). Video-based media is emerging as an essential strategy for SMEs aiming to boost brand visibility, build trust and attract new clients. This medium is absolutely dominating the online market, and fortunately, small business owners can easily carve themselves a slice of the video pie, grow their presence and customer base, and unlock new opportunities for business success.

An introduction to video marketing

What is it?

Video marketing is the practice of using video content to promote your business, product, or service. From social media clips to tutorials, customer testimonials and behind-the-scenes insights, video offers businesses a compelling, accessible way to communicate with their audiences. Video marketing can be used as a standalone tool or as part of a wider content marketing strategy (LINK TO CONTENT MARKETING BLOG). Either way, it is undeniable that, with users increasingly drawn to this engaging medium, businesses that fail to incorporate video into their marketing strategy may fall behind.

Why does it work?

According to Jon Mowat, author of Video Marketing Strategy, video marketing had the uniqe power to tap into one of two key systems in our mind: the emotional and the logical. However, as our attention spans continue to dwindle, (down to a mere eight seconds if you are part of Gen Z, according to UCAS), providing video content that can quickly grab the viewers’ attention and then subsequently hold their emotions or provide them with new and engaging information, it can bring about a range of benefits.

What are the benefits of Video Marketing 

• It can increase visibility. Statistically, social media users are twice as likely to share a video in comparison to any other type of content, while Instagram videos generate, on average around 150 comments. That’s almost 2x as much as a carousel (80) and almost 2.5x as many as a standalone image (65).
• It can build Trust and Credibility. According to Forbes, millennials have stopped responding to formal, overly-polished ads, they don’t want to be talked at and told what to buy, instead turning to their communities to find trusted products. Video gives SMEs a chance to show their personality, tell their story and connect with viewers on a more personal level, creating authentic relationships that build credibility and loyalty.
• It can boost your entire Social Media Marketing strategy. Including video in social marketing campaigns leads to better performance across the board. Wordstream reports that campaigns using video generate 34% higher conversion rates than those without.

• It can boost engagement and increase brand reach. Improve the value of each customer. Research shows that an emotionally connected customer is 52% more valuable than a highly satisfied customer.
• It can support your sales funnel. Whether you’re introducing a new product or showcasing customer reviews, video is a versatile way to influence decision-making. And, with 66% of consumers saying they’d rather watch a video about a product than read about it, there’s never been a better time for business owners to add video to their toolkit. So, how do you get started?

Before you start video marketing

The joy of video marketing is that getting started doesn’t have to cost the world. Most smartphones offer excellent video quality, and many can even edit directly from their phone with  Apple users utilising  iMovie for free and Samsung users benefiting from Samsung Studio. Those who prefer to edit on a computer can also use imove, if on mac or Clipchamp for PC. For more advanced needs, DaVinci Resolve offers professional-grade editing software at no cost.

While short-form content, platforms like Instagram and TikTok offer in-app editing tools, CapCut is another free option that pairs well with mobile-first video creation.

Compliance tip: Always ensure you’re not using copyrighted music without permission. YouTube’s restrictions on music usage can be tight, and non-compliance can result in videos being taken down.
TikTok does allow personal users use of copyrighted music, however, business accounts might face restrictions.

Key video marketing strategies

There are many types of video that SMEs can use depending on their goals:

1. Social Media Clips: Short-form content optimised for platforms like Instagram Reels and TikTok.
2. Explainer Videos: Informative content that helps customers understand your offering or industry. These videos are a great way to attract and convert potential clients, with 98% of people saying they’d watched an explainer video and 87% saying it had convinced them to buy the product or service.
3. Product Demo Videos: Walkthroughs showcasing how your product or service works.
4. Behind-the-Scenes: Give customers a peek into your day-to-day. These videos are a great way to build consumer trust and showcase your businesses personality.
5. Customer Testimonials: Real feedback builds credibility and shows your impact.
6. Influencer Endorsements: Work with creators to amplify reach. Influencers are often well trusted by their followers, so an endorsement helps to build trust amongst their audience.
7. Live Videos: Demonstrate your expertise by streaming webinars, Q&A sessions, demonstrations or interviews. Research shows live videos can be particularly effective for B2B marketing with LinkedIn lives generating on average, seven times more reactions and 24 times more comments than on a regular video.
8. User-Generated Content (UGC): Encourage customers to submit their own videos using your product or service.

Consider these pitfalls before posting

While video is powerful, there are pitfalls to avoid, such as:

• Overloading your message: it is easy to try and fit too much information into one video, but keeping your videos to the correct length will ensure your audience remains engaged for the duration and your message gets across. It is important to remember that you can always split your videos into different parts and cut longer videos to tailor them to different platforms:
  • Instagram and TikTok: 15 – 30 seconds. Keep it quick, quippy and engaging.
  • Twitter (X): 15 – 45 seconds. Great for content with a bit more information such as behind the scenes videos.
  • Facebook: 10 seconds – 2 minutes. Great for explainer videos
  • LinkedIn: 30 seconds – 5 minutes. Great for testimonials or demos
  • Youtube: 2+ minutes. Great for videos which provide a lot of information
• Ignoring video SEO: Use relevant keywords in the file name, video title, and description to help with discoverability.
• Posting without audience research: Understanding who you’re targeting helps tailor tone, format and platform.

 Optimising your video marketing strategy

Once your videos are live, monitor how they perform. Key metrics include watch time, shares, likes, and conversions. Use platform-specific analytics tools to refine your strategy. Try these optimisation tactics:

• Optimise for mobile: Most views happen on phones, so ensure your videos are clear and responsive.
• Know the aspect ratio for each platform. As vertical video rises in popularity, it is key to make sure your video can work in both 16:9 (Youtube, LinkedIn and Facebook) and 9:16 (TikTok, Instagram or Facebook reels, and YouTube shorts)
• Repurpose your content: Use one video for a blog post, newsletter, or create clips for social media. You get more mileage from a single production.
• Optimise the thumbnail: Use high-quality, relevant images to improve click-through rates.
• Implement video SEO: Add keyword-rich titles, transcriptions and metadata to improve searchability.

For business owners looking to build trust, expand reach and boost engagement, video marketing offers unmatched potential.

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