How Small Businesses are Using Video Marketing to Grow their Brands

It’s definitely no secret that small businesses are using video marketing. Video is the number one most effective way for business owners to communicate with customers, connect with their audience, and generate relationships that impact their brand. The statistics surrounding how small businesses are using video marketing are flat out insane! Just think about it…

• The average internet user consumes 16 hours per week of digital video.
• Each person watches about 100 minutes of video online per day.
• 82% of all internet traffic is video related. 

These figures alone represent the importance of using video to grow your small business online. Brands that are not using video, are missing out on the billions of hours consumed by everyday internet users each day, each minute – every second for that matter! Not to mention the fact that marketers that use video see 49% faster overall growth for their brands year-over-year compared to the brands that are not using video. But, do you know how small businesses are using video marketing to grow their brands?

As we took an in-depth look at how small businesses are using video marketing to grow their brands, we found that not only is video improving the ROI for these brands, but businesses that are using video are also building stronger relationships with their clients and customers, resulting in overall better outcomes all around!

Small Businesses are Using Video Marketing to Increase Awareness

One of the key purposes of video is to increase audience awareness around the brand. Small businesses are using explainer videos and various other forms of content to improve the audience awareness and increase consumer understanding of what brands have to offer. These businesses are finding that consistency in their creation and release of video content is key to their campaigns’ success.

These business owners are finding that they must post regularly and consistently, though. They don’t necessarily have to post multiple videos each week, but they do have to pick a schedule that they can stick to – and remain consistent with it. Brands that post 51 videos or more per year are growing exponentially faster than those that do not, but quality is also important! 

To keep the interest and keep building awareness among your audience, you need to post regularly, post quality videos, and post frequently. At least once per week, ideally a few times per week is best, but it’s most important to remain regular. If you’re going to post once per week, you need to always post once per week. If you commit to twice per week, then stay with twice per week. In fact, posting video regularly almost always trumps posting videos more frequently – so rather the posting frequently, but erratically, you’ll grow audience awareness with more consistent posting such as a steady schedule of every Wednesday, or Every Tuesday and Thursday. Etc.

Small Businesses are Using Video to Improve Audience Trust

Another way that businesses are growing their brands with video is by increasing audience trust. Trust is absolutely vital to building any brand. Videos build trust in a number of ways. They personalize and humanize the brand, which is incredibly important for brands that are primarily online or that operate behind-the-scenes without a real “brick and mortar” storefront. Also, certain types of videos work to increase trust among consumers better than others. 

For instance, customer testimonial videos go a long way in increasing trust for a brand. Sharing testimony from customers that have similar backgrounds, similar styles and similar pain points will help the audience to feel closely connected to the customers and to relate with them. When they can resonate with the customer, they’re more likely to accept what they say as true, and to gain more trust in the brand that they are testifying about.

Small Businesses are Using Video to Increase Customer Retention

One of the ways that a brand can grow, that is often overlooked, is not in adding more customers, but in keeping existing customers satisfied and happy. Small businesses are using video to improve customer retention in a number of ways and in doing so they are rapidly growing their brands. 

The use of video to increase customer retention includes a number of opportunities. Small businesses are turning to video to onboard customers, to share key features and important details about the business with customers, and to keep customers informed about new product launches, advances in product design, and various other details. By doing so, customers have a positive experience with the business and are more likely to stick around long term. Not only that, but these customers are also more likely to share their happiness by word of mouth with others, further increasing awareness and positivity for the brand.

As you can see, when we look at how small businesses are using video marketing to grow their brands, a number of different opportunities and key ideas come up. Small businesses that are using video marketing most effectively are generating increased customer awareness, stronger customer relationships, and ongoing client satisfaction through the video campaigns and relationships that they build. How does your small business use video to grow your brand?