DIY Video Marketing for Small Business Owners

DIY video marketing for small business owners is more accessible and impactful than ever. In today’s digital landscape, video content dominates online engagement – by 2022, video made up 82% of all internet traffic.

Consumers are hungry for video content: 83% of people want brands to use more video in their communications. This presents a huge opportunity for small businesses to connect with audiences through do-it-yourself (DIY) videos without the need for big budgets or professional studios.

In this comprehensive guide, we’ll explore small-business video marketing strategies, tools, and creative ideas to help you create the best DIY video marketing content for your business – whether you run a retail shop, a service company, a coaching business, or anything in between.

Why Video Marketing Matters for Small Businesses

Video marketing isn’t just a trend – it’s become essential for businesses of all sizes. Here are a few reasons why DIY video marketing is a game-changer for small businesses:

Massive Reach and Engagement: Videos can capture attention far more effectively than text or images. On social media, video posts get 1,200% more shares than text and image posts combined.

Viewers also tend to retain 95% of a message when watching it in a video, compared to only 10% via text. This means your marketing message is more likely to stick when delivered through video.
Higher Conversions and Sales: Video content helps convert viewers into customers. Demonstrations, testimonials, and how-to videos allow people to visualize products or services, building trust and understanding.

In fact, 84% of people have been convinced to buy a product or service after watching a brand’s video. Many marketers (around 87–92%) also report that video gives them a solid return on investment.
Improved Brand Trust and Authenticity: Video lets you show the human side of your business. By putting a face to your brand or taking viewers behind the scenes, you build familiarity and trust.

Authenticity is crucial – 98% of consumers value authenticity in the content they consume. Casual, DIY-style videos often feel more genuine than overly polished commercials, helping small businesses form personal connections with their audience.
Better Engagement with Younger Audiences: Video is the preferred medium for Millennials and Gen Z. About 71% of Gen Z and Millennials enjoy short-form videos on platforms like TikTok and Instagram.

By creating short, engaging clips, small businesses can tap into these demographics and stay relevant on the platforms they frequent.
SEO and Visibility: Platforms like YouTube (the world’s second largest search engine) can improve your search rankings. Uploading videos with the right keywords can drive organic traffic to your website.

Plus, 91% of businesses now use video as a marketing tool – if you’re not using video, you risk falling behind competitors in visibility.

DIY vs. Professional Videos: When to Use Each

You might wonder whether to invest in professional video production or stick to DIY videos. The answer depends on your goals:

Professional Videos are ideal for high-stakes content: a polished commercial, a product launch promo, or your website’s hero video. They offer top-notch production value – great for making a strong impression in formal settings.
DIY Videos shine on social media and day-to-day marketing. Authentic, relatable content can actually perform better on platforms like Instagram or TikTok, where being too polished might feel inauthentic.

Small businesses can “shine through authentic DIY content” that reflects their values and personality. In short, save the expensive productions for when you truly need them, and use DIY videos for regular engagement and storytelling.

Many successful small-business video marketing strategies use a mix of both: for example, a professionally produced brand introduction on your website, complemented by frequent DIY social media clips that keep your audience engaged.

Getting Started: 5 Key Steps for DIY Video Marketing

Entering the world of DIY video marketing can feel daunting, but a clear plan will set you up for success. Follow these steps to build a solid small-business video strategy:

Define Your Purpose and Goals: Start with the “why.” Be clear about why you are creating video content and what you want to achieve.

Are you trying to increase brand awareness? Drive more website traffic or sales? Perhaps educate your audience on a topic?

Defining specific goals will guide the type of videos you make. Also, identify your target audience – knowing who you’re speaking to will shape your content’s style and messaging.
Choose Your Distribution Platforms: Go where your audience spends time. If you run a visual business (like retail or food), platforms like Instagram, TikTok, or Facebook might be best for short clips.

If you offer expertise (consulting, coaching), YouTube or LinkedIn could be great for longer educational videos. Research which social media networks your customers use most, and focus on one or two platforms rather than spreading yourself too thin.

It’s better to use one platform consistently and effectively than to post sporadically on every platform.
Establish Your Style and Branding: Develop a consistent look and tone for your videos. Use your brand’s colors, logos, or fonts where appropriate, and decide on the video format that suits you.

Will you appear on camera or do voice-overs? Do you prefer a scripted approach or a casual, improvised feel? Choose whatever makes you and your team most comfortable.

For example, coaches and personal brands may prefer to appear on camera to build a personal connection, whereas a craft store owner might focus on showing hands-on product demos.

Aim for a style that fits your brand personality – whether that’s fun and quirky or professional and elegant.
Create a Consistent Production Schedule: Consistency is key to building an audience. Decide how frequently you can realistically produce videos – perhaps once a week, or a few times a month – and stick to a schedule.

Planning ahead can help; brainstorm content ideas in batches and maintain a content calendar to schedule filming, editing, and posting. Over time, your audience will come to expect and look forward to your content (for example, a weekly how-to tip every Tuesday).

Consistency also signals algorithms (on platforms like YouTube or TikTok) that you are an active creator, which can help increase your visibility.
Track Results and Adapt: Most video platforms offer analytics. Pay attention to metrics like views, watch time, likes, shares, and comments. Which videos get the most engagement or lead to inquiries/sales?

Use these insights to refine your strategy. For instance, if your audience responds more to behind-the-scenes clips than formal product videos, do more of the former.

DIY video marketing is a learning process – treat each video as an experiment and continuously improve based on what the data (and viewer feedback) tells you.

By following these steps, even a video marketing “beginner” can set a strong foundation. Remember that it’s normal to start simple and get more sophisticated as you gain experience.

Essential DIY Video Marketing Tools and Platforms

One of the best things about DIY video marketing today is that you don’t need expensive gear. With a bit of creativity and some affordable tools, you can produce high-quality videos. Here’s what you’ll need to get started:

Video Equipment on a Budget

Camera: A modern smartphone is usually sufficient for filming. Most smartphones can record HD or even 4K video, which is plenty for social media and web content. In other words, start small with smartphone videos – you likely already have a great camera in your pocket. As you grow, you might consider an affordable DSLR or mirrorless camera, but it’s not necessary at the beginning.
Audio: Sound quality is crucial – viewers will tolerate an amateur-looking video if the content is good, but bad audio can be a deal-breaker. Invest in a basic microphone if possible.

For example, a clip-on lavalier mic or a USB desktop mic can vastly improve audio clarity. As one expert put it, “Sound quality matters far more than most people realize – crisp, clear audio is non-negotiable.” Always test your audio before recording the whole video.
Lighting: Good lighting can make your video look professional, even if you’re just using a phone. Take advantage of natural light by filming near windows during the day.

Additionally, consider buying an inexpensive ring light or LED light panel – great lighting can elevate even a smartphone video. Proper lighting ensures your face/products are clear and colors look accurate. If buying lights isn’t an option, shoot in well-lit environments (outdoors in shade or indoors with multiple lights turned on).
Stability: Shaky footage can be distracting. Use a tripod or prop your phone on a stable surface when filming, especially for talking-head videos or product demos. There are many affordable phone tripods and mounts available online. If you need movement (like walking shots), consider a gimbal stabilizer for your phone, though this is optional.

Easy Editing and Video Creation Software

Editing your footage is where you turn raw clips into a polished story. The good news is there are plenty of user-friendly, often free video editing tools ideal for small businesses:

Beginner-Friendly Editors: If you’re new to editing, try simple tools like iMovie (for Mac/iPhone users) or Windows Photos/Video Editor on PC.

Online tools like Canva’s video editor offer drag-and-drop simplicity with templates – in fact, free tools like iMovie or Canva provide user-friendly features perfect for beginners. These allow you to trim clips, add text or logos, include background music, and export videos quickly.
Mobile Editing Apps: For social media videos, mobile apps can be very handy. CapCut, for example, is a popular free app (available on Android/iOS) with powerful features for editing TikToks or Reels.

It has built-in effects, music, captions, and is owned by the makers of TikTok (so it integrates seamlessly). Other notable mentions: InShot and Adobe Premiere Rush for quick edits on the go.
Advanced (Yet Affordable) Software: As you grow more confident, you might want more sophisticated editing capabilities. DaVinci Resolve is widely regarded as one of the best free professional-grade video editors – it offers a robust suite of features on par with high-end software, all at no cost.

It has a steeper learning curve, but plenty of tutorials are available, and you can start with basic cuts and transitions then explore advanced features over time. Other options include Lightworks or HitFilm Express (also free) and subscription software like Adobe Premiere Pro or Final Cut Pro if you need industry-standard tools.
Online Video Makers: If you prefer premade templates or need to create quick animated explainer videos, tools like Animoto, Biteable, or Powtoon can help.

They allow you to make videos by customizing templates with your text, images, and clips – no advanced editing skills required. These can be useful for things like slideshow videos or simple promo videos with stock footage.

No matter which tool you choose, start simple. Trim out mistakes, add your logo or a title screen, include subtitles if your platform is often watched on mute (e.g., Facebook auto-plays videos without sound). Over time, you can get fancier with effects or animations as needed.

Best Platforms for Small-Business Video Marketing

Once your video is ready, you need to share it on the right platform to reach your target audience. Here are the most popular video platforms in the US and how small businesses can use them:

YouTube: The go-to platform for longer videos and how-to content. YouTube is excellent for searchability – customers might find you via Google or YouTube search if you post useful tutorials or product reviews.

It’s also ubiquitous: 90% of video marketers use YouTube as part of their strategy, and for good reason. If you’re creating educational content, demonstrations, or any video over a minute, YouTube is a must. Be sure to optimize your video titles, descriptions, and tags for SEO.
Facebook: Facebook is still a major platform for broad audiences, especially adults across a wide age range. It favors videos that drive engagement; consider posting client testimonial videos, behind-the-scenes clips, or even running video ads targeted to your local area.

About 86% of marketers use Facebook for video marketing. Native Facebook videos (uploaded directly, not just YouTube links) tend to perform better in the news feed. Also explore Facebook Live for real-time videos like Q&As or virtual events.
Instagram: Instagram offers multiple video formats: short Reels (15-90 second vertical videos) for discovery and virality, Stories for 24-hour snippets, and IGTV/Instagram Video for longer-form content on your profile.

If your business is visual (fashion, food, crafts, etc.), Instagram is invaluable. Use Reels to hop on trending audio or challenges related to your niche – the Instagram algorithm heavily promotes Reels to new viewers.

For example, a boutique can show off a new clothing collection via a quick Reel fashion show. Aim for a mix of fun, creative content and informative snippets (like a quick how-to or a before-and-after transformation).
TikTok: TikTok is all about short-form video and has massive reach among younger users (teens to early 30s). It’s a great place for creative, authentic content – even a bit of humor or quirkiness can go a long way here.

Small businesses have gone viral on TikTok by sharing packing orders, day-in-the-life vlogs, or quick tips. Importantly, TikTok’s audience isn’t just watching – they’re buying: about 50% of TikTok users have made a purchase after watching a TikTok Live stream, highlighting the platform’s power in driving real sales.

If you can commit to regular short videos (even 15-30 seconds each), TikTok could significantly boost your brand awareness.
LinkedIn: For B2B companies, consultants, or coaches, LinkedIn is a valuable platform for thought leadership videos and company culture clips.

A business coach, for instance, might share a 2-minute tip on productivity or a personal story on LinkedIn to engage a professional audience.

While LinkedIn’s video usage (by marketers) is lower than the above platforms, the audiences you reach here could be more targeted for certain industries (e.g., an accounting firm sharing quick financial advice videos).
Others: Depending on your business, consider other outlets like Twitter (short videos or live streams can work, though Twitter is less video-centric), Pinterest (idea pins can include short videos, great for DIY, food, fashion niches), or even email newsletters (embed or link to a short video message to subscribers).

Additionally, embedding videos on your website (like product pages or your about page) can boost engagement – for example, adding a video to a landing page can increase conversion rates by up to 80%.

Each platform has its own style and audience expectations, so try to tailor your content. A single piece of content might be repurposed across platforms – e.g., a long YouTube tutorial can be cut into a 30-second Instagram Reel teaser. Always consider where your customers hang out online and prioritize those channels.

Creative DIY Video Ideas for Different Businesses

One size doesn’t fit all in video marketing. The best video content often reflects the nature of your business and what your customers find interesting. Here are several ideas tailored to different types of small businesses, showing that any industry can leverage DIY video marketing:

Retail & E-Commerce: If you sell physical products (clothing boutique, handmade crafts, electronics, etc.), focus on videos that showcase your products in action. Do quick product demonstrations or unboxing videos to let viewers see details up close.

Customer testimonial videos are also powerful social proof – a happy customer reviewing a product builds trust. These tactics help shoppers visualize your products in real-world scenarios and boost confidence.

Example: A small jewelry store could film a close-up video of a ring being crafted or worn, highlighting its sparkle and quality.

Suitable platforms: Instagram (Reels for product teasers), Facebook and YouTube for slightly longer product demos, Pinterest for product how-to clips.
Food & Beverage: Restaurants, cafés, food trucks, and bakeries have mouth-watering content at their fingertips. Use video to show off recipes and kitchen moments.

A simple overhead cooking video of one of your signature dishes or a day-in-the-life in your café can perform great. These behind-the-scenes looks emphasize your use of fresh ingredients and the love that goes into your food.

Example: A local café might create a video of their barista making a beautiful latte art, or a bakery could share a short recipe tutorial for a seasonal treat. These videos make viewers feel like insiders and can attract food lovers to visit.

Suitable platforms: Instagram Reels and TikTok (for quick recipe or prep videos), Facebook (for broader reach, especially with local community groups), YouTube (for longer recipe tutorials or chef interviews).
Professional Services & Coaching: Service businesses like consultants, coaches, realtors, fitness trainers, or educators can leverage video to demonstrate expertise and build personal connections.

Educational content works very well here: share quick tips, answer common questions, or give insights related to your field. A life coach or business coach, for example, could post weekly one-minute mindset tips or do a longer Q&A session on YouTube or Facebook Live.

Personal introduction videos are also valuable – put a face to your name and explain your services in a friendly, relatable way (almost like a video elevator pitch). These establish you as a trustworthy expert and help potential clients feel they know you.

Example: A fitness coach might film a simple home workout tip or a yoga instructor might share a beginner stretch routine – showcasing their knowledge while encouraging viewers to try it.

A marketing consultant could share a short “common mistake small businesses make” video on LinkedIn to provide value and draw in clients.

Suitable platforms: YouTube and LinkedIn for in-depth content, Instagram and Facebook for shorter tips or client success stories. Even sending video messages via email to prospects (like a quick personalized intro) can set you apart.
Health & Wellness Services: This includes gyms, yoga studios, therapists, or any wellness-oriented business. Show real people and real progress. Testimonial videos from clients (e.g., a member describing how your gym helped them get healthier) can be very powerful.

Demonstrations are great too – show a couple of simple exercises, a meditation technique, or a tour of your facilities. Keep it encouraging and relatable rather than overly polished, so viewers feel “I can do this too.”

Example: A yoga instructor might create a calming 30-second breathing exercise video for stress relief, or a salon owner could show a quick before-and-after of a hairstyle or spa treatment. The key impact is to encourage viewers with authentic content rather than unattainable perfection.

Suitable platforms: Facebook and Instagram (where local community members might follow you for updates), YouTube for longer how-tos or explainer videos (like “How to alleviate back pain with these 3 stretches”), and TikTok if there’s a younger audience interested in quick wellness tips.

No matter your industry, some video ideas are universally effective: customer testimonial videos (great for building trust), behind-the-scenes vlogs (to humanize your brand), FAQ or Q&A videos (address common questions, saving you time and helping customers), and seasonal/holiday messages (to show your company’s personality and timeliness).

The key is to provide value – whether that’s information, entertainment, or inspiration – while subtly showcasing what you offer.

DIY Video Marketing Best Practices and Tips for Success

As you dive into creating videos, keep these best practices in mind to maximize your impact:

Focus on Quality Audio and Decent Lighting: We mentioned it earlier, but it bears repeating – clear sound and good lighting dramatically improve viewer experience.

Always test your microphone and try to minimize background noise (film in a quiet space, use an external mic if possible). For lighting, face a light source (natural window light or a lamp) to avoid shadows. You don’t need a studio, just be mindful of these details.
Keep It Short and Engaging (Especially for Social): Online attention spans are short. For platforms like Instagram, TikTok, or Twitter, aim for 60 seconds or less to deliver your message – often 15–30 seconds is ideal for Reels and TikToks.

Hook the viewer in the first 3 seconds with an interesting question, visual, or statement. That said, longer videos have their place (tutorials, webinars, etc. on YouTube or Facebook), but even then ensure every minute is valuable and engaging.
Show Authenticity and Personality: Today’s audiences, especially younger ones, crave authenticity over a corporate feel.

Don’t be afraid to show the “real” side of your business – the people behind the brand, the work in progress, even the bloopers or challenges. If something doesn’t go perfectly, that’s okay! This authenticity makes your content relatable.

For example, instead of a perfect scripted ad, a boutique owner might do a candid “new arrivals try-on” video with genuine reactions. Authentic content builds trust and stands out in a sea of overly scripted ads.
Include a Call-to-Action (CTA): At the end of your video (or in the caption when you post it), encourage the viewer to take the next step.

This can be subtle – like “Visit our website to learn more,” “Follow us for weekly tips,” or “Comment with your questions!” If you just demonstrated a product, the CTA might be “Shop the look on our site, link in bio.” Make sure your viewer isn’t left wondering what to do next.
Optimize for Each Platform: Format your videos to fit the platform. Use vertical (9:16) aspect for TikTok, Instagram Reels/Stories, and Facebook Stories. Use horizontal (16:9) or square for YouTube and Facebook feed.

Also, consider adding captions or on-screen text, since many people watch social videos with sound off (Instagram, Facebook, LinkedIn auto-play videos on mute by default). Adding captions ensures your message gets across even if muted.
Leverage Analytics and Feedback: Keep an eye on how your videos perform. Most platforms will show you views, likes, shares, watch time, etc. Notice patterns – e.g., do viewers drop off after 10 seconds? Maybe your intro needs to be punchier.

Did a particular topic get lots of comments and questions? That’s a clue to make more of that content or even do a follow-up video.

Don’t be discouraged by one or two low-performing videos; instead, use that information to tweak your approach. Over time, data will help you hone in on what content truly resonates with your audience.
Experiment and Practice: Your first few videos might not be blockbusters – and that’s okay. Practice makes perfect (or at least progress).

Try different formats: one week a talking-head tip, another week a time-lapse of your work, another an interview with a team member or client.

See what feels right and get engagement. As you get more comfortable on camera and with editing, your content will naturally improve. The more videos you create, the more confident and skilled you’ll become.
Consistency Over Perfection: It’s better to post regular, decent-quality videos than to wait until everything is 100% perfect (which could mean posting very rarely). Viewers appreciate regular content and authenticity more than perfection.

As one marketing expert put it, “this isn’t about perfection; it’s about progress”. Consistency builds familiarity – people will start recognizing your face, voice, or style, which strengthens your brand.

So, aim for a steady rhythm of content and continuous improvement, rather than stressing over every tiny flaw.

Finally, be patient. Building an audience with video takes time. You might not see huge engagement on your first few posts, but don’t let that discourage you. Encourage your friends, existing customers, or community to watch and share your videos early on to build momentum.

Celebrate small wins – the first comment from a stranger, the first time a client says they came to you because they saw your video, etc. Every video is a piece of your digital presence that can work for you 24/7, reaching customers you might never have connected with otherwise.

Overcoming Common DIY Video Challenges

It’s normal for small business owners to face a few hurdles when starting with video marketing. Here are some common challenges and how to tackle them:

Challenge	DIY Solution
Limited budget	Use the equipment you already have. Focus on smartphone-based videos and free editing tools – modern phones shoot high quality, and free apps/software (like iMovie or Canva) let you edit without cost. Rather than expensive studios, utilize natural light and free resources.
Lack of experience	Start simple and build confidence. Begin with easy formats – for example, a casual behind-the-scenes (BTS) clip or a “day in the life” vlog requires minimal editing. These formats are forgiving and relatable. As you get comfortable, you can try more complex videos. Remember, every expert was once a beginner!
Low initial engagement	Don’t be discouraged. Post consistently and interact with your audience to gradually build engagement. Reply to comments, ask viewers questions in your videos to prompt responses, and keep showing up regularly. It takes time to gain traction, but consistency and two-way engagement will eventually pay off.

By recognizing these challenges, you can proactively address them. Many small business owners worry “I don’t have the money, skills, or audience for video,” but the reality is you can start with zero budget, learn by doing, and grow an audience over time. The barriers to DIY video marketing have never been lower than they are today.

FAQs

Q: Do I need expensive equipment or a professional camera to start video marketing?

A: No – one of the great things about DIY video marketing is that you can start with the basics. Most modern smartphones have excellent cameras that can record high-definition video. Many small businesses successfully use phone cameras for platforms like Instagram, TikTok, and even YouTube.

Rather than investing thousands in a pro camera upfront, start with your phone and focus on good lighting and clear audio (a small external microphone can help with sound quality). As your video strategy grows, you can decide if upgrading gear is necessary, but it’s often not required for social media content.

Q: I’m camera shy and not tech-savvy – how can I still do video marketing?

A: It’s normal to feel camera shy at first. Start by easing into it. If you’re uncomfortable showing your face, you can create videos that feature your product, your hands (for example, demonstrating something), or use voiceovers while filming other visuals (like scenery, your workspace, or slides).

\Screen recording videos with voice narration are another option if you’re doing explainers or software demos. As for the tech side, begin with very simple tools. Apps like Canva, InShot, or iMovie have intuitive interfaces – you can drag and drop clips, add music from libraries, and export easily.

You don’t need to be a tech expert to cut together a 30-second video. Also, with practice, you’ll get more comfortable. Try recording a few practice videos just for yourself to watch – over time, you’ll become more natural on camera. Remember, authenticity matters more than perfection; viewers don’t mind if you’re not a polished TV presenter, as long as your content is useful or engaging.

Q: What types of videos should a small business start with?

A: Some of the easiest and most effective video types for beginners include:

Introduction/About Us: A short video introducing you, your team, or your business story. It personalizes your brand.
Product or Service Demo: Show how a product is used or a service is done. Keep it simple and focus on the key benefits or features.
Customer Testimonial or Q&A: Film a happy customer (or have them film themselves) talking about how your product/service helped them. Alternatively, do a quick Q&A where you answer one common customer question on camera.
Behind-the-Scenes: Very easy to do – just use your phone to capture moments in your day-to-day operations (packing orders, prepping for an event, team working together). This gives viewers a relatable peek into your business.
Tips or How-To: Share a bit of your expertise. For example, a skincare business might do “3 tips for glowing skin,” or a home cleaning service might show “how to remove a red wine stain” in a short clip. This type of valuable content can attract people who need that info, and it subtly promotes your knowledge and offerings.

Start with whichever of these feels easiest or most relevant to your business, and see how your audience responds.

Q: Which social media platform is best for small-business video marketing?

A: It depends on where your target audience spends their time and the kind of content you want to create. Here’s a quick breakdown:

Instagram and Facebook: Great if you have a broad consumer audience. Instagram is fantastic for visually-driven businesses (food, fashion, crafts) and for reaching younger to mid-age audiences through Reels and Stories.

Facebook has a wide user base (including older adults) and is useful for community engagement and local business visibility.
YouTube: Ideal for longer content, educational videos, or product reviews. If people might search for your content (e.g., “how to fix a leaky faucet” for a plumber, or “best yoga stretches for back pain” for a yoga instructor), YouTube is perfect because it’s search-friendly. It’s also good for building a library of evergreen content that can continuously attract views.
TikTok: Best for quick, catchy content and reaching Gen Z or millennials. If you can create fun or informative short videos and potentially hop on trending challenges or sounds related to your niche, TikTok can generate viral reach even for new creators.
LinkedIn: If you’re B2B or targeting professionals (consultant, B2B service, etc.), LinkedIn is a strong platform for thought leadership videos, industry tips, and company culture content. The audience here appreciates professional and informative tone content.

Ultimately, choose 1-2 platforms to start, based on where your customers are. It’s better to have a focused, active presence on a couple of platforms than a scattered presence everywhere.

Q: How can I measure if my DIY video marketing is working?

A: Success can be measured in several ways, and it often ties back to the goals you set initially. Here are a few metrics and indicators:

View Count: A basic indicator of reach – how many people watched your video. Different platforms count a “view” differently (some count 3 seconds as a view, others only if a longer portion is watched), but it gives a general sense of reach.
Engagement: Look at likes, comments, shares, and saves. If people are commenting or asking questions, that’s a great sign of interest. Shares (or reposts) indicate your content was compelling enough for others to pass along – a big win for organic reach.
Watch Time/Retention: Many platforms (YouTube, Facebook, etc.) let you see the average watch duration or where people drop off. If a large portion of viewers watch your whole video, it means you held their interest. If many drop off early, consider shortening the video or making the beginning more engaging.
Click-Throughs or Traffic: If you include a link (say, “link in bio” on Instagram or a YouTube description link to your website), check how much traffic or clicks come from your videos. For instance, you might see a spike in website visits or product page views after posting a video demo.
Leads or Sales: The ultimate metric – are people converting? This could mean they sign up for a newsletter after watching your video, inquire about your services, or directly purchase a product you featured.

Sometimes you can track this by using promo codes in videos (e.g., “use code VIDEO10 for a discount”) and seeing if people redeem them, or simply by asking new customers how they heard about you.
Brand Awareness: This one’s softer but still important. Are you gaining followers/subscribers due to your videos? Do people mention your video content when they talk to you or comment on your posts? Increased mentions and recognition are signs your video marketing is boosting your brand’s profile.

In summary, use the analytics each platform provides and align them with your goals (e.g., if your goal was engagement, focus on comments/shares; if it was sales, focus on referral traffic or sales data).

Over time, you’ll gather enough data to see trends and understand what’s working best. Adjust your content strategy accordingly – double down on the videos that meet your goals, and refine or rethink the ones that don’t. Video marketing is an iterative process, but even small improvements can lead to big results for your small business.

Conclusion

DIY video marketing offers an incredible opportunity for small business owners to level up their marketing and connect with customers in a vivid, memorable way. You no longer need a Hollywood budget or fancy agency to produce effective videos – with a smartphone and some creativity, any small business can create content that engages and converts.

As we’ve discussed, video marketing can boost engagement, build trust through authenticity, and directly drive sales. Whether you’re a retailer showing off products, a service provider sharing tips, or a coach telling your story, there’s a video strategy that can work for you.

The key takeaways: start with clear goals, focus on providing value to your audience, stay consistent, and keep improving as you go.

Remember, it’s okay if your first videos aren’t perfect. Every big YouTuber or successful brand started with that first video. The important thing is to begin.

As the saying goes, “Done is better than perfect.” Each video you create is a chance to learn and a new piece of content marketing for your business. Over time, you’ll find your on-camera confidence and editing groove.

So, embrace the DIY spirit – grab your phone, hit record, and start telling your small business story through video. With authenticity and persistence, your small-business video marketing efforts can yield big results. Lights, camera, action!