By Gabriella Sergent
If modern-day media has given us one thing, it’s the ability to connect. We all have that one person, business or organization we feel we know or are part of because of online interactions. Such a unique opportunity lies in sharing stories online, especially through video content. An article by the McHenry Area Chamber of Commerce shared that “76% of small business owners who have used video marketing reported that it had a direct impact on their business.”
Creating video content can feel intimidating. You might think it’s expensive and requires professional skills, but that’s okay! In this blog, I will share five simple tips for creating a video strategy blueprint for your small business. This blog will cover everything from cost-efficient strategies to sharing your brand’s personality. For each tip, I’ll also share an example from a West Virginia small business that already exemplifies the strategy.
Tip #1: Narrate Your Entire Story: Highlighting The Emotions That Made It Unique
As cliche as it may sound, every small business has a story to tell. Small businesses are founded on ideas that evolve into stories, which guide their goals and identities. When starting to share your business through video, it is important to share your story entirely.
From start to finish, you want your audience to feel like they really know you and how your business came to be. What is important to you? What makes you unique? How do you see the future of your business? These are all great questions to answer in a video to connect with your audience.
Mountaineer Roasting Co. is a coffee shop in Morgantown, W.Va., owned by a West Virginia University alum. In one of its original Instagram posts, Mountaineer Roasting posted a video sharing its story, from being started by a WVU alum to supporting WVU students who travel abroad. The video shared the company’s story from inception to its current status and included b-roll footage of the coffee shop and employees in action.
You’ll see simple shots from around the coffee shop as you watch the video. Additionally, the video uses the sounds from the videos, like coffee beans being poured, to make viewers feel truly immersed in the process. Neither of these strategies takes advanced videography or editing skills; just an eye to show the entire story. Sharing personal stories, like being a WVU alumni in this case, creates characteristics your audience might resonate with and spark an emotional connection.
Tip #2: Recognize Your Audience
Identifying your target audience is one of the most fundamental steps in creating an effective video storytelling campaign. Elements of the video, like the concept language and even background music, can be altered depending on who is watching. Additionally, where you share certain videos and formats will differ depending on your audience.
For example, if your generation is younger, you might choose a shorter video posted on TikTok. In contrast, if you were targeting an older audience, you might choose a long-form video shared on Facebook.
& Yoga is a Morgantown yoga studio that offers a variety of yoga styles and classes. Additionally, they offer a yoga teacher training program once a year. & Yoga’s audience is unique as they are located in a college town. They target both Morgantown locals and college-age students. This age demographic ranges from early twenties to fifties. They are not only looking to expand their customer base but also attract talent for their teacher training.
To reach these audiences, they share regular and engaging content on their social media and website showcasing their staff. Their posts are multi-functional in reaching both of the audiences I listed above. Whether the goal of the post is to reach a potential client or teacher trainee, they can learn more about the space and the people that fill it. When you look at their content, you’ll find simple imagery often accompanied by a narration from one of the instructors. The studio is focused on growing a community and highlighting this through its content.
Now, don’t let the professional feel of their reels intimidate you. You do not have to be a professional to share video content online. Sharing content with your identified audience is a simple and effective way to elevate your business.
Tip #3: Create Without Breaking The Bank
You do not need to be or hire a professional videographer to share unique video content. Our phones hold some of the best user-friendly cameras in the business. You do not need a professionally edited, three-minute-long video to share your story.
Start by finding inspiration for videos you might like to emulate on your page. This can be through trending sounds or concepts. Once you have a vision of what you want to share, simply start recording. Use your phone to capture the moments that make your business yours. Finally, use free editing software, like iMovie, Canva or the in-app services in TikTok or Instagram to edit your clips together. There are even free resources to add closed captions and other next-level elements to your videos. You might try Opus, a free AI-generated video clipping tool.
Mountaineer Popcorn is a locally owned popcorn company in Shepherdstown, W.Va. It is active on social media but does not often share professionally edited content. This reel from their Instagram account is very simple and requires no editing other than adding a layer of text overtop and music in the background. This simple but effective reel shows that their popcorn creations are handmade, that they release seasonal flavors, the ingredients that go into these new flavors and the name of the popcorn.
Sharing low-edit content is not only easy but trendy. While apps like Instagram and TikTok offer a variety of editing opportunities, they are not always appropriate for the content. The most important component is that viewers will understand who you are and what you offer. This can be done without the extra editing.
Tip #4: Define Your Drive & Let Your Brand Shine Through
As a small business owner, you know the reason behind your work, your inspiration and your guiding light every day. Is your business playful, supportive, sophisticated, inclusive or unique?
You’ve built a brand around these motivations, which encapsulate each part of your business. Video storytelling is where you let your brand shine through. Let what drives you form the language and messaging you share in your videos.
Base Camp Printing, a West Virginia design and printing company in Charleston, W.Va., uses printing strategies and machines from hundreds of years ago to print modern-day designs. The reels on their account showcase their vintage machines and the women behind the designs that print them. Their brand personality includes modern designs with a vintage feel which is emulated through their video storytelling components.
From sketch videos to product releases to pet photos, Base Camp does an ideal job of letting your brand inspire your content. I encourage you to reflect on your why and how it can shape your storytelling.
Tip #5: Embrace Simplicity
Do not overcomplicate it. Making any initiative to begin sharing video content is a great first step. Start by shooting simple and clean shots of the everyday business life that surrounds you. Find music that compliments the mood of your video and helps express your brand’s personality.
There is no need to have the newest, greatest camera to tell your story through video content; the camera on your phone is ready to serve your interests. Finally, the story will tell itself when your journey has been written through time. All you need to do is be brave enough to start telling it.
A perfect example of a local small business keeping its storytelling strategies simple is The Brownie House. This Morgantown gem sells its delicious brownies both locally and nationally. It shares content on multiple platforms, including Facebook, Instagram, TikTok and YouTube.
On the business’s YouTube account, they share simply shot and edited videos that help the audience get to know the business better. They can be found walking around WVU’s campus, handing out brownies, trying new flavors and even participating in trending sounds.
You’ll find that the shots are very informal and showcase their personalities. They just set up a camera and chat with their audience as if they were friends. This account is a wonderful example of expressing your story simply but effectively.
Wrapping It Up
Video storytelling can be intimidating but it does not need to be difficult. Start with the five tips we discussed today and approach each video as a learning opportunity to improve your skills. Starting simple and utilizing resources that are easily accessible to you is a great place to begin. Who knows, you might fall in love with video storytelling!
References
- Chamber, M. (2021, March 22). Why is Video Marketing So Effective for Small Businesses? McHenry Area Chamber of Commerce. https://mchenrychamber.com/why-is-video-marketing-so-effective-for-small-businesses/#:~:text=76%25%20of%20small%20business%20owners,adopt%20a%20video%20marketing%20strategy.
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