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Making the best use of video

By January 10, 2024No Comments

How Business Owners Can Maximize the Impact of Video Content

According to a study by HubSpot, including video on a landing page can increase conversion rates by 80%. Video content engages both visual and auditory senses, making it more memorable and compelling than text alone. This article is a combination of tips from video experts from with the SME Needs network, much as we did a while back with one on copywriting (you can read that here).

A few stats about video content on websites

Some useful / interesting stats:

  • Only 20% of website visitors will read a document, but 80% will watch a video.
  • 72% of customers would rather learn about a product through video
  • 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video
  • People stay on websites with video 5.3X longer

Figures like this make a compelling argument for you to add video content to your website.

Different types of video content

There are many ways small businesses can use video to level the playing field with big-named and deep-pocketed rivals; here’s the key ones and a reason for producing each…

Explainer videos

An explainer video is just that; a video which neatly explains your business, product or specific feature in a short, succinct package. Usually 45-90 seconds long. Click here to see an example produced by Hotwolf.

How To videos

How To content can be a great way to show your product in action – to help new / existing customers get the best out of it, or to entice new customers by showing-not-telling how easy / effective it is. There are a good set of this video type here.

Product videos

Depending on your product, you can really lift your website with individual and group videos of your products – people want to see physical products in 360. In fact, modern audiences expect it.


User-generated content (UGC) is the ultimate in “don’t just take our word for it” validation content. You can easily say they’re the best at XY and especially Z, but authentic comments from a real customer can do so much more to convince a potential purchaser.

Branded Content / infotainment

Who says brand content has to be boring? Creating genuinely entertaining videos, aimed squarely at your target demographic can be a great way to engage, promoting recall and putting your brand in a positive light with the right people. Give them a reason to follow you on social, or to look forward to your next output.

Influencer Videos

Using the authentic tone of voice and the existing audiences of established influencers can be a great way for an SME to reach a wider audience. We  recommend you agree beforehand any Do’s and Don’ts with the influencer / agency. Whilst you want the influencer’s authentic take (this is what you’re buying, as much as their audience), you need to be confident going in that they’re not going to denigrate your brand.

Meet the Team

Introducing the people behind the product can be a great way to humanise your brand and engender a more human engagement from your audience.

How to use your video content

As a small business owner, you can maximise the impact of video content in a number of ways. Here are some practical tips to make better use of video content:

Define Clear Objectives

Identify the specific goals you want to achieve with your video content. Whether it’s increasing brand awareness, driving website traffic, or boosting sales, having clear objectives will guide your content creation process.

Know Your Audience

Understand your target audience’s preferences, interests, and challenges. Tailor your video content to resonate with their needs and preferences, ensuring that your message is relevant and engaging.

Create Compelling Storytelling

People connect with stories. Craft compelling narratives that showcase your brand’s personality, values, and unique selling points. Use storytelling techniques to create emotional connections that leave a lasting impact on your audience.

Optimise for Different Platforms

Adapt your video content for various platforms and devices. Each platform has its own specifications and audience behavior, so optimize your videos for social media, websites, and mobile devices to maximize reach and engagement.

Embrace Live Video

Leverage the power of live video to engage with your audience in real-time. Live streams on platforms like Instagram, Facebook, or LinkedIn allow you to interact directly with viewers, answer questions, and showcase behind-the-scenes content, fostering a sense of authenticity.

Invest in Quality Production

While you don’t need Hollywood-level production, investing in good video quality is essential. Clear audio, well-lit scenes, and professional editing contribute to a polished and trustworthy image for your brand.

Implement SEO Strategies

Optimise your video content for search engines by using relevant keywords, creating descriptive titles, and writing detailed video descriptions. This will improve the discoverability of your videos and enhance your overall online presence.

Utilise Analytics

Track the performance of your video content using analytics tools. Pay attention to metrics like views, engagement, and conversion rates. Analysing these data points will provide valuable insights into what works best for your audience, allowing you to refine your future video strategies.

Encourage User-generated Content

Foster community engagement by encouraging your audience to create and share their video content related to your brand. User-generated content adds authenticity and can broaden your reach through diverse perspectives.

Stay Consistent

Consistency is key in building a strong video presence. Develop a content calendar and regularly release videos to keep your audience engaged. Whether it’s weekly updates, monthly series, or timely event coverage, a consistent schedule builds anticipation and loyalty.

By implementing these strategies, you can leverage the dynamic and engaging nature of video content to effectively connect with their audience, build brand loyalty, and achieve their business objectives.

Thank you to our contributors

Greg Stocks is an Event Videographer and you can find out more about his services at

Matt Rook is the Founder and Managing Director at Hotwolf. You can find out more at

If you would like to discuss how video content can become a core part of your marketing strategy this year, call us on 020 8634 5911 or click here to book a time directly into our diary.

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