Many Australian small and medium enterprises know video is important, but feel overwhelmed about actually creating it. It doesn’t have to be expensive or complicated. We’ve seen firsthand how strategically-made video can significantly boost brand awareness, engagement, and ultimately, return on investment. The key is to focus on content that solves problems for your ideal customer, not just showcasing what you sell.

Let’s break down how to get started. Forget about needing Hollywood-level production. Authenticity often performs better, especially for local businesses. Here are a few things we recommend:

• Start with your customer’s questions: What are the common issues they face that your product or service addresses? Turn these into short, helpful videos. Think ‘how-to’ guides, explainer videos, or frequently asked questions. This builds trust and positions you as an authority.
• Repurpose existing content: Do you have blog posts or guides? These are perfect scripts for short videos. Similarly, webinar snippets can be repurposed into social media content. This maximises your content investment.
• Embrace ‘quick and easy’ formats: Tools like smartphone cameras and free editing software are surprisingly powerful. Consider short-form video for platforms like Instagram Reels and TikTok – these are incredibly effective for reaching new audiences.
• Optimise for search: Just like with written content, video needs Search Engine Optimisation (SEO). Use relevant keywords in your video title, description, and tags. Transcribing your video and including the transcript with the video file also helps search engines understand the content.

Don’t underestimate the power of user-generated content either. Encourage customers to share videos of themselves using your product or service. This provides social proof and builds community. We’re seeing more and more SMEs successfully leverage this approach.

Finally, remember to analyse your results. Which videos are performing best? What’s the average watch time? Use these insights to refine your strategy and create more of what your audience wants. A simple starting point is to track views, shares, and website traffic from your video links. Your next step should be to brainstorm three video ideas based on common customer questions and commit to creating one this month.