Video Production Tips for Small to Medium-Sized Businesses

As a small or medium-size business owner, you know that having compelling video content is no longer a “nice-to-have.” Leduc Entertainment will give you the confidence to create high-quality videos that engage your viewers and elevate your brand. 

So, grab your notepad, and let’s learn how to make video work for you.

Planning Your Video

Are you looking to increase brand awareness, drive sales, or educate your audience about your product or service?

This is important because your goals will shape the type of video you create. For example, you might consider video marketing content such as brand storytelling for awareness, product demonstrations to showcase product features for sales, or tutorials for educational purposes. 

Clearly define what you hope to achieve with your video project and who you want to reach.

Know Your Audience

Who are you making this video for? 

What are their demographics, interests, and pain points?

Do a market research and identify what your audience ticks. This is based on their:

• Pain points –  specific issues encountered by both existing and potential
• Wants
• Needs

Once you understand your target audience, tailor your content accordingly. Use language they resonate with, address their challenges, and showcase how your product or service can help them.

Choosing the Right Type of Video

There are tons of ways to bring your vision to life. Selecting the correct format can make or break engagement.

Think about your target audience. Would they be receptive to humorous, short-form content? This type of video is perfect for platforms like TikTok, Instagram Reels, or YouTube Shorts. 

Or do they prefer more detailed tutorials and explainer videos hosted on YouTube or your website? Other options are behind-the-scenes videos of your business for a personal touch and customer testimonial videos to build trust and credibility.

Here are some common types of videos used for different purposes and auidence:

1. Explainer Videos: Simplify complex topics by breaking them down into easy-to-understand visuals and narratives, often used for product or service explanations.

2. Promotional Videos: Highlight products, services, or events to attract customers, typically used for marketing and advertising campaigns.

Here’s an example video from CASETiFY promoting their cases for iPhone 15.They created  a dedicated video for a specific product and showed all the cases’ features visually. 

And since CASETiFY is known for their durable and strong cases, the video showcases how these cases can endure a fall through an animated demonstration. 

3. Tutorial/How-To Videos: Provide step-by-step instructions on how to perform tasks or use products, often used for educational purposes.

3. Testimonial Videos: Feature customer reviews or success stories to build trust and credibility around a brand or service.

This could be a single review or a compilation of reviews in one video. 

5. Live Videos: Stream real-time events, product launches, or Q&A sessions to engage with audiences in a direct and authentic way. Live videos can bring you closer to your audience and create rapport.

5. Vlogs: Informal, personal videos that document daily activities or offer insights into a person or brand’s life, often used on platforms like YouTube.
6. Corporate Videos: Communicate a company’s mission, culture, or accomplishments, often used for internal purposes or recruitment.
7. Product Demos: Showcase how a product works, highlighting its features and benefits to encourage purchases. Product demos can also fall under the promotional and how-to videos. 

5. Event Videos: Capture key moments from live events like conferences, trade shows, or workshops to share with a broader audience.

5. Animation Videos: Use animated graphics or characters to tell a story or explain concepts in a visually engaging way.
6. Social Media Videos: Short, engaging videos created specifically for social media platforms to encourage likes, shares, and interactions. Examples of these are YouTube shorts, Tiktok videos, and Instagram reels.

Small business owners such as Bobbie Goods on Tiktok and Ace of Shades on Instagram have taken advantage of short-form videos to promote their products and use other social media to extend their reach from target customers to prospects. 

12. Behind-the-Scenes Videos: Offer a sneak peek into how a product is made, a campaign is developed, or a company operates, building transparency and connection with audiences.

Budgeting and Resources

This is the step where most small business owners get stuck – figuring out how much to spend. Video production doesn’t have to break the bank. The good news is you don’t always need top-of-the-line gear to get great results. You might already have all you need.

DIY vs. Hiring a Professional

Consider whether it’s more beneficial to tackle this project in-house or bring in a video production company. Both options offer distinct advantages. If the budget is a top priority and you’re just starting with video, starting with a DIY approach makes sense.

16% of non-video marketers haven’t tried it because of a lack of time. And another 17% say it’s too expensive. But even simple videos can still be effective for marketing.

Lights, Camera…Smartphone?

As a small to medium-sized business, you might not have the biggest budget, and that’s okay. With technology where it’s at today, high-quality video is attainable even without investing in a fancy camera. 

The cameras on most smartphones are incredibly capable nowadays, allowing you to capture amazing footage without spending thousands of dollars on equipment. Good natural light can do wonders, or consider an inexpensive lighting setup.

Production Time

You’ve got a handle on what you’re creating and who it’s for. Now comes the fun part: bringing it all together during production.

Keep it Concise and Engaging

Our digital attention spans are short. Online audiences are notorious for jumping from one video to the next at lightning speed. To keep your viewers captivated, consider keeping your video concise and snappy, focusing on delivering value in a digestible format.

Get to the point quickly. Ideally, aim for videos around three minutes or under, if possible, particularly for platforms like social media where shorter content tends to perform best.

Scripting and Storyboarding

Consider a rough outline or even a fully-fledged script. Having a plan in place not only ensures your message stays organized, but it makes the whole process go so much smoother. A video marketing agency can create storyboards, a sequence of drawings that outline each shot, offering a clear roadmap.

Sound Matters

Invest in a decent microphone. Viewers may stick around despite mediocre visuals, but if the audio is bad? They’re clicking away.

Post-Production Power

Time to add the finishing touches and turn your raw footage into a polished masterpiece.

Editing

You’ve wrapped filming and now you’re sitting with your footage. 

What’s next? Unless you’re comfortable using professional-grade software, plenty of user-friendly video editing programs are perfect for beginners. Some of these even offer free versions that might have everything you need for basic edits. Look for one with an intuitive interface.

Music and Visuals

This is where you weave in music, add text, graphics, or animations. 

Engaging transitions, captivating visuals, and a good soundtrack will take things to the next level. Background music can set the tone and mood.

Marketing Your Video

Think of this as your video’s grand debut. Now it’s time to make sure people see all your hard work.

Pick the Right Platforms

Don’t just post it anywhere and everywhere – consider the most effective platforms to share it with. YouTube is great for hosting longer videos. 

And don’t overlook the reach and engagement potential of social media. Seven in 10 people use social media, so get on the platforms they’re using.

Think beyond your website and get strategic with social media marketing across relevant channels like Facebook, Instagram, TikTok, and even LinkedIn, depending on your target audience. Each of these social media platforms offers opportunities to connect with potential customers.

Jumpstart Your Business with Professional Videos

Embracing video production may seem overwhelming at first. But with the right strategy and these helpful tips, small to medium businesses can harness the power of video to elevate their marketing and reach new heights. 

If you need help with video production for your business, give us a call at Leduc Entertainment. These videos cover a range of type from employee training videos to television commercials. Unlike a film production company, we do not produce full-scale movies or television shows.

Contact us today to get started.