Tips for small businesses for successfully creating video content

by | Jun 30, 2022 | Analysis, Public Relations

Many owners of new or small businesses can utilize video content, but most of them avoid it simply because they don’t know how to do it or because they don’t feel comfortable in front of the camera. Fortunately, there are ways for business owners to create video content while appearing confident, which can improve their public relations campaigns, engagement rates and sales.

Humanized business

Plenty of marketers have been talking about the benefits that companies can get from video content because it’s a very powerful content format. One of the reasons for that is that video content gives the target audience something visual that they’ll be able to connect to. Additionally, video content is prioritized on most social media platforms. In fact, the owner of Meta, Mark Zuckerberg actually instructed the employees at Facebook to start heavily focusing on video content. Additionally, even social media platforms that weren’t previously known for video content have started utilizing it in their news feeds.

Aside from all of that, video content creates a more human element to the promotional efforts of every business. That human element from video content is what can help companies stand out from the crowd, which is a very powerful marketing tool. Through video content, companies can connect with their target audiences in a way that’s not possible simply through the use of photos or images. Furthermore, since plenty of companies still haven’t adopted video content in their marketing efforts, the businesses and the business owners that do can gain a competitive advantage.


There are several fears that business owners tend to have regarding creating video content for their companies that makes them avoid utilizing it in their promotional efforts. One of those fears tends to be the technology stack that’s necessary to create the content in the first place. Plenty of business owners tend to get overwhelmed by the sheer number of choices they have, from cameras to microphones, lighting, video and audio mixers, and more.

Fortunately, by getting deeper into the video content creation process, one thing that many business owners tend to realize is that there’s no need to create the perfect video or to create a perfect piece of content from the very beginning. That means there’s no reason for a business owner to worry about getting the best camera that’s available to them, with the greatest microphones and lighting choices, etc. What most consumers these days want to see is authentic videos from the companies they want to do business with.

Another fear that many business owners tend to have about creating video content is the fear of public speaking, with the only difference that video content makes is that the business owner needs to look into the lens of a camera instead of a group of people.

Although both the presence of mind and presentation during the filming process are important, what matters a lot more is authenticity. While business owners should feel confident and rehearse the materials they want to present to the target audience, it’s more than okay to not appear or sound perfect, because the target audience will get to see the authenticity of the business owner behind the company. This is what’s going to make the customers relate to the business owner, and start to feel more trust to do business with that company.

Mike Paffmann
Mike Paffmann is CEO of Virgo-PR.


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