As little as 10 years ago, the idea of using video as a marketing format would have made most small business owners balk – it was an expensive, complex operation which was unlikely to yield results unless you were talking about a prime time TV ad slot.
Fast forward to 2016 and video is the number one resource marketeers are advising small businesses focus on. The increased quality in affordable cameras, availability of straightforward editing software and the vast platform social media offers has made video not only a viable option but a key element in most small business marketing.
There are predictions that by 2017, video will account for 69% of all consumer internet traffic. In the UK, video has become the most influential media type, with consumers watching more than five hours of video per day on average. That makes video the single most popular media activity – but how can small businesses ensure they’re getting their strategy right?
Turn your videos into a conversation
Facebook Live – a vlogging feature which allows users to broadcast live footage – has proven to be a key marketing tool alongside more traditional pre-recorded videos, as it offers the opportunity to interact with viewers.
One small business owner who has embraced the power of social video – including live streaming – is Emma Watson, founder of Little Hotdog Watson, a company that manufactures innovative sun hats for children which incorporate technologies such as mosquito-repellant and UV protection.
Watson began using video before launch, and already had a following when she was ready to begin trading. “I decided to do an online launch,” explains Watson. “We created a pre-launch video and an event on Facebook. Then we worked really hard on making a snappy video that introduced the brand, the benefits and the hats themselves. On the morning of launch we released the video on Facebook and Instagram. I also hosted three live video chats throughout launch day so customers could get to know me, my daughter, the brand, ask questions and see the products up close.”
Think outside the box
If Facebook is the tried and tested must-do social media platform, Instagram has proven effective for businesses looking to target a younger audience, who are highly engaged by shareable visual content.
Gousto is a recipe kit delivery service aimed at people with busy schedules but an interest in exciting, home-cooked food. They use Instagram to upload 15-second recipe videos which subtly showcase their quirky personality, such as this bacon and stilton sandwich, with white chocolate added.
“Video is the best way to stay engaged with your customers and prospective customers. It is also a lot cheaper than advertising on TV and much better attribution,” says head of acquisition Morgan Davis.
Last October, Instagram announced the introduction of Boomerang, a feature which allows users to create dynamic content half-way between an image and a video, offering small businesses even more creative freedom. Little Hotdog Watson is just one small business embracing the new technology: “It’s great for capturing the moment,” Watson says.
Don’t focus solely on your product
The instinct for many small businesses may be to create videos exalting the virtues of the product or service they’re selling, but as with any content marketing, it’s important to think laterally about the sort of thing your potential customers are interested in watching.
James Street is one of the founders of Shore Projects, which created watches with easily detachable straps which can be changed to match different outfits, moods, trends or seasons. Shore’s videos tend to focus more on the general aesthetic the brand wants to be associated with than with specific watches. “We have been accused in the past for not putting our product centre stage in the videos but we think video should be engaging and inspirational as well as showing off the product,” Street says.
Watson has also been able to gain traction for her business thanks to creating videos which are interesting to a broad range of people. She says: “The first was a home video of my daughter turning one and being the inspiration behind the brand. As it got closer to launch I started creating little 15 second videos of the fabric prints and the shapes of the hats.
“I showed these on Instagram and on Facebook and used them as a teaser before the products were launched. By the time I was getting close to launch I had over 1000 followers on Instagram and I hadn’t shown a picture of any of my products.”
Amateurs can create great content too
Most businesses know they could achieve excellent results using video, but are unsure as to how to go about it. Should they use a studio? Hire a scriptwriter? Go down the high-production route or more of a comedic angle? Gareth Capon is the CEO of Grabyo, a platform which allows businesses of all sizes to stream video to social media in real time.
Capon rejects the idea that video needs to be expensive or time consuming, and suggests shooting behind-the-scenes videos, providing tips or taking questions from customers, which gives viewers exclusive access and insight into a business that may not be available elsewhere. Videos can be shot on a mobile device and you need no prior production experience to create something that could gain traction.
“Think about how you can maximise your video content and promote it wisely across multiple platforms. The key to creating high-quality video is to know what you want to get out of it. What steps do you want a consumer to take once they have watched your video? Is it to purchase one of your products? Like your Facebook page? Sign up to your newsletter? Be clear in your objective and shape your video around this,” said Capon.
He encouraged small businesses to use something like Facebook Live to maximise reach and engagement, by making sure they have something interesting to talk about that is compelling for the target audience. It’s also advisable to go live for more than 10 minutes at a time – it can take over seven minutes on average for viral sharing to drive a peak audience for a Facebook Live stream.
Whichever way you cut it, video should be a key part of any brand’s marketing strategy. It allows for an intimate relationship with the consumer and offers the kind of content people are desperate to consume. Small businesses must ensure they’re reflecting their values, being creative with their output and willing to experiment with emerging formats to build a successful video campaign, no matter what their budget.
Content on this page is paid for and produced to a brief agreed with Facebook sponsor of the Guardian Small Business Network Connected for Success hub.
