Video could be one of the most valuable tools for SMEs

Why should SMEs make videos?

The algorithms on social media platforms such as LinkedIn, Facebook, Instagram, YouTube and X love video content as it keeps users engaged. You can take advantage of this and gain more traction with video than you would with your typical social text or image post.

Video content can also benefit your business day-to-day. If you find yourself answering the same typical questions over and over, why not answer them once on video? A short explainer video, combined with a strategically placed FAQ section on your website or socials, can give customers the information they need and will save you repeatedly typing out lengthy explanations.

Another benefit is that it humanises your business. You have great people doing great work and this is how you share it. People are more likely to engage with businesses when they know the people behind the magic. Showing your faces, skills and a bit of personality can go a long way. Ironically, an in-house video filmed on your smartphone can promote your business more effectively than a professional production ever could.

What videos could you make?

Ask yourself, if you could wave a magic wand and have every potential customer understand something about your business, what would it be? Here are some ideas to get you started:

• Is your service or product commonly misunderstood, and could a video make it clearer?
• Is there a question you’re commonly asked that a short video could answer?
• Do your customers know who the people behind the business really are?
• Is there anything unique or interesting about your business that you’re proud of?
• Do you have any interesting industry knowledge or insights that you could share?
• Have you achieved something that helps build your credibility?

You’re not expected to have the perfect idea starting out, but the more you think about it, the more likely you will be to have a lightbulb moment.

How do you make a video for your business?

So, you have an idea. Now what?

As mentioned, you don’t need complicated equipment. This is your essential toolkit.

• Smartphone
• Quiet filming space
• Natural light
• A good idea

The first thing you want to figure out is how you want to provide the information to your audience.

If you’re explaining what your business can provide, talking directly to the camera can work well. Imagine you are speaking directly to one of your customers, rather than speaking to a camera. Prepare a script before filming and try to keep your information clear and to the point. If you’re sharing your processes, show rather than tell. Film your machinery, your products, your training or whatever makes your business run. After filming you can add a voiceover, captions or music. Captions are important for accessibility, and because lots of people watch films with the sound turned off.

After you have recorded your footage, you can edit within the social media built-in editors or check out the free and paid video editing apps on the Google Play and Apple App Store. As you create and post more videos, you can invest in audio equipment, tripods and lighting (in that order).

Five things I’ve learned from making videos.

After years of creating in-house videos and contributing to multiple digital content projects, here are a few nuggets.

• You’re not trying to make a viral video. It can be more beneficial to get 500 views from the right audience, rather than 50,000 views from people who have no interest in what you’re offering. Create relevant content that serves a purpose and is authentic to your business.

• Keep it short. Challenge yourself to condense the video to literally as short as possible while still conveying the message you need to. Media analytics show that this will likely work in your favour.

• Be yourself. People tend to adopt a ‘news presenters’ voice when talking to the camera. You don’t need to. An experienced media professional within InterTradeIreland advises, ‘Speak like you’re speaking to your best friend’. Strike a good balance between professional and informal by revealing your personality. Present yourself well, but don’t be afraid to include the natural hiccups that come with filming. Show yourself laughing, chatting and even the occasional word stumble. This is where you show the human side of your business.

• Get feedback from others. You will be amazed what you miss when looking at something you made. Ask someone in your business who understands what you’re trying to achieve to watch the video and give you their honest feedback. A fresh pair of eyes can highlight things you might have missed and help you identify opportunities to make improvements.

• Finally, and most importantly, have fun with it. It’s too easy to get bogged down with financials, processes, and governance. This is your chance to be creative and do something great for your business. Pick a question your customers have and hit record.

Hopefully this article has provided you with some insights and ideas. To explore the ways that InterTradeIreland can support your business visit InterTradeIreland.com

Written by Kevin Douglas, InterTradeIreland