Video Marketing: Should It Matter To Small Businesses?

I don’t jump every time a “new” marketing idea comes out, because it’s easy to spend all day consuming the latest information and doing nothing (I try to save that for Saturdays).  But as the video marketing buzz continues, the training to go with it expands, and the new products to help you make it happen multiply, it’s occurring to me that video marketing isn’t all that “new.”  It’s what we see on television everyday.

America loves TV and that seems to translate into online video. Whether on TV or online, it’s all about a camera, a story and an audience.  On TV the money is made in the advertising. Online it is made in the connection.  On TV the audience has to have so many impressions before they really “see” your brand and decide to buy.  That’s true online as well, but different because connections can be made faster (much faster).

Video Marketing

Statistics on Video Marketing

If you’re wondering, like I was, whether video marketing is really that important, consider these findings from the comScore May 2011 U.S. Online Video Rankings:

  • 83.3 percent of the U.S. Internet audience viewed online video in May.
  • That’s more than 5.6 billion viewing sessions during the course of the month…
  • and 176 million U.S. Internet users watching online video content in May…
  • which averages out to 15.9 hours of online video watching per person.

That’s a lot of numbers, but what stood out to me is one simple reality: I’m one of the 83.3 percent who watches online video. And I saw my 15.9 hours worth of online video (in one month).

If I don’t know how to do something, I will watch a video or three to learn.  Do you do that?  How many people do you know who do the same?  And how can you use that awareness to impact your business?

This type of marketing deserves a thought.

Two Things to Consider as You Contemplate Your Strategy

More Value. Less Advertising.

Your videos don’t have to be perfect but they do have to add value.  Only 1.2 percent of the videos viewed were ads. And when I am watching online videos, I have a tendency to skip over the “TV” commercials, if I can. Do you?

Choose to share something that matters to your audience.  Talk about something that they want to know about.

Go Short. Keep It Simple.

Short videos can get the job done.  According to comScore’s findings, the average online content video was 5.2 minutes.  The ads averaged 0.4 minutes.

More Information on Video Marketing

Any time there’s something “new” on the table, a little training is important.  Below are three articles from Small Business Trends that could help.

Why Online Video Is Key for Small Business: David Garland, author of Smarter, Faster, Cheaper: Non-Boring, Fluff-free Strategies for Marketing and Promoting Your Business, uses a short video to get the point across. You can read his article and watch the video here.  Plus David routinely uses video in his own business.

Small Business News: Online Video for Your Business and Video Marketing Guide These two articles include links to additional information on getting started, legal issues, trends and strategies as well as future developments.

I have a few videos to finish up myself.

More in: 26 Comments ▼

Jamillah Warner Jamillah Warner (Ms.J), a poet with a passion for business, is a Georgia-based writer and speaker and the Marketing Coordinator at Nobuko Solutions. She also provides marketing and communication quick tips in her getCLEAR! MicroNewsletter.

26 Reactions
  1. Martin Lindeskog


    I look forward to your videos. At we have created a YouTube and a Viddler channel. Our welcome video is almost 5 minutes long. It was published on July 4 and so far it has been viewed more than 100 times.

  2. Jamillah Warner

    Thanks for the living example Martin. That’s exactly what I’m ready to launch is the “welcome” video.

  3. Martin Lindeskog


    Great to hear! I look forward to your welcome video! Do you drink tea?

  4. Darryl Edwards -


    Great article. It is amazing just how much video marketing has become such an integral part of people’s lives. I use video for education based marketing. It teaches people about marketing and they can learn and apply it at their own pace. Also, as you stated the technology is there and is so easy to use. Thanks for the info and I wish you well with your launch.

  5. Otoabasi Umonting

    Great post here Jamillah,

    ever since I got started on videos, I have realized it’s power. I feel more comfortable in front of the camera now than before. The best part for me is video emails; I’ve been using that to connect with associates, family and friends.

  6. Jamillah Warner

    Yes! Love tea, feels like poetry to me.

    Thanks Otoabasi. That is the thing, feeling comfortable in front of the camera.

  7. Wonderful article. I use video in interviews on a radio show. Then I create a video blog and post it on our website. However, your article illustrates that I can probably take it to the next level and cross market in a more effective way.


  8. Thanks for sharing the resources at the end of the blog Jamillah, they complemented your post very well! Video marketing is a HUGE way to connect to folks and establish your brand. A lot of times video has a bigger barrier of entry because most folks have a little hesitation when stepping up in front of a camera, but as Otoabasi mentioned it does get easier with time and the conversations I’ve seen created are too valuable to miss out on.

  9. You simply can’t shoot and post. Video is a reflection of your brand. Do it poorly and you can turn off potential customers. Do it correctly, video can tell the powerful story of your business.

  10. Great article, and thanks especially for the resource listing.

    Video is the ‘next big thing’ because it’s a breakthrough in communicating ‘naturally’. As content consumers video’s natural for us. As content creators, it’s new.

    So, it’s time to aboandon the fear, uncertainty and doubt… and get video literate!

  11. Ted Dillenkofer

    Some things to bear in mind when doing video for your business:

    1. Think very carefully about the message you want to communicate. Make sure you stick to that message during your planning sessions.

    2. PLAN! Lay out your video using paper and pencil. Create an outline, a storyboard and a script. Even if you vary sightly from the script, you at least have a roadmap. Just like your business plan, it shows the way you are going to go and is far cheaper in both dollars and time expended than creating video.

    3. Hire a professional, if at all possible. A professional videographer will have a grasp of the entire process, better equipment than you might want to acquire and the depth of experience to help you avoid pitfalls in the process. They’ll also present you with a contract to lay out what the process is is, what the deliverables are, what the timeline is and what the whole endeavor will cost.

    4. Get the word out when you are finished. Tweet, Facebook, email, newsletters, etc all help to promote your new video to a wide audience. Don’t depend on Youtube or Vimeo searches to find your video. Be proactive!

  12. Jamillah Warner

    Thanks Ted. Wonderful advice!

  13. Donna - Wedding Marketing

    Jamillah, I agree with your article 100%. Video is an excellent option for marketing and advertising for small businesses. Video gives the small business owner an opportunity to bring his/her products and services alive and to differentiate themselves from their competitors. The best part is video marketing does not have to be expensive, especially with options such as Windows Movie Maker, Animoto and even very reasonably outsourcing available. If a picture is worth a thousand worth, I’d say a video is worth a million!

  14. A problem often faced by business people is marketing their business via videos on Social Media. As video is one medium that could make anyone nervous. We went through the experience and jotted down key points that could help entrepreneurs shoot beautiful, effective videos of their work, employees, processes and customers to share them online.



    • Kriti, so true. I see business owners with the best personality become dry and dull in front of the camera or turn into some kind of icky salesman.

      It’s a process to keep your head, share good info and have a good time with that camera on. But once you find the groove, everything is beautiful.

  15. Being an entrepreneur and business owner of White Gorilla Media, a San Diego video production company, I see on a daily basis that video matters, especially for small businesses. Besides adding credibility, helping with SEO, there are so many other benefits to using video. A very powerful statistic I came across recently was that 1.8 million words equal to 1 minute of video! That’s the equivalent of 3,600 typical web pages! Now that’s powerful!

  16. I like the way you guys say this on your website “it’s a media jungle out there, we call it home.”

    Where can I find the stat you mentioned about “1.8 million words equal to 1 minute of video”? Would love to see it in context.

    Thanks Adisa

  17. I think one of the hardest parts about being a business owner is just knowing where the starting point is for different, important aspects of running a successful business! For instance, how important is having a sound video marketing strategy compared to, say, having a strong mobile website? How important is reputation management, and where should I get started with that? I don’t know – to me, that’s the toughest part, is just knowing how important different elements are, and knowing how to get started with each. I ended up using a service in Australia called Local Business Services Australia that was really amazing, as far as helping me navigate these things, but I have no idea how one would go about doing all this on their own!

    • Laura, I feel the same way. Figuring out what to do, how much and how often is the first step — that’s the strategy work. And you can’t implement effectively without nailing this part. It is much easier with help.

      Glad you found a team you know, like and trust. Happy New Year!

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