Why Small Businesses Should Be Utilising Video on Social Media: A Complete Guide

In today’s digital age, small businesses must leverage every tool at their disposal to stand out in a crowded marketplace. One of the most powerful tools available is video content on social media. With over 4.5 billion active social media users worldwide, the reach and engagement potential of video content is unparalleled. If your small business isn’t using video on social media, you’re missing out on significant opportunities to grow your brand, engage customers, and drive sales. Here’s why small businesses should prioritise video content in their social media strategy.

1. Increased Engagement and Reach

Video content is the king of engagement on social media. Studies show that videos generate 1200% more shares than text and image posts combined. Whether it’s a product demo, a customer testimonial, or a behind-the-scenes look at your business, video content is more likely to capture your audience's attention and encourage them to interact with your brand.

Social media algorithms, particularly on platforms like Facebook and Instagram, prioritise video content, meaning that videos are more likely to appear in your followers’ feeds. This increased visibility leads to greater organic reach, helping your business connect with a broader audience without relying solely on paid advertising.

2. Building Trust and Authenticity

For small businesses, building trust with customers is crucial. Video content is an excellent way to humanise your brand and establish authenticity. By showcasing the faces behind your business, sharing customer stories, or offering insights into your company culture, you create a personal connection with your audience.

Authentic video content builds trust by providing a transparent view of your business. Customers are more likely to buy from brands they feel they know and trust. Whether it’s a live Q&A session, a day-in-the-life video, or a behind-the-scenes tour, video content allows you to tell your brand story in a way that resonates with your audience.

3. Boosting Conversions and Sales

Video content doesn’t just engage your audience; it also drives action. Research shows that 84% of people are more likely to buy a product after watching a video about it. Whether you’re promoting a new product, explaining the benefits of your services, or sharing customer success stories, videos can significantly boost your conversion rates.

Platforms like Instagram and Facebook offer shoppable video options, allowing customers to purchase directly from your video content. This seamless shopping experience can lead to higher sales and a better return on investment for your marketing efforts.

4. Improving SEO and Website Traffic

Search engine optimisation (SEO) is vital for small businesses looking to increase their online visibility. Video content can play a significant role in improving your SEO efforts. Search engines like Google prioritise video content, and websites with embedded videos are 53 times more likely to rank on the first page of search results.

Incorporating video into your social media strategy not only enhances your social presence but also drives traffic to your website. Videos encourage users to spend more time on your site, reducing bounce rates and signalling to search engines that your content is valuable and relevant.

5. Cost-Effective Marketing

One of the misconceptions about video content is that it’s expensive to produce. However, with advancements in technology, creating high-quality videos is more accessible and affordable than ever. Many small businesses have successfully used smartphones and affordable editing software to create engaging video content that resonates with their audience.

Social media platforms like TikTok, Instagram Reels, and Facebook Stories offer built-in tools for creating and editing videos, making it easy for small businesses to produce content without a large budget. Additionally, the longevity and shareability of video content provide long-term value, giving you more bang for your buck.

6. Adapting to Consumer Preferences

Consumer behaviour is shifting towards video content, especially among younger demographics. Platforms like YouTube, TikTok, and Instagram are dominated by video, and businesses that fail to adapt risk losing out on a significant portion of the market. By embracing video, small businesses can meet consumer demand and stay relevant in an ever-changing digital landscape.

7. Standing Out from the Competition

In a competitive market, differentiation is key. Video content allows small businesses to showcase their unique selling points in a dynamic and engaging way. Whether it’s through creative storytelling, product demonstrations, or customer testimonials, videos can help your brand stand out from competitors who rely solely on static content.

By utilising video on social media, small businesses can convey their brand personality, demonstrate their expertise, and leave a lasting impression on their audience. This competitive edge can be the difference between being overlooked and becoming a go-to brand in your industry.

If you feel like you should be optimising video content more for your business, get in touch with us! We would love to help take your business to the next level.