Unlocking the Power of Video For Small Business


By Meagan Keane, Principal Product Marketing Manager, Adobe Video

Saying that today’s small business owner has to wear many hats is an understatement. Not only do you have to juggle the day-to-day of running a successful business, you have to stay on top of the latest in social media — from new platforms to viral videos — to make sure you’re connecting with your customers in meaningful and relevant ways. With so many new platforms and types of content available at your customers’ fingertips, it can be hard to know where to focus your marketing efforts so that you’re actually catching their attention. 

Enter video. We’ve seen the popularity of video steadily rise over the past decade, but 2020 was the year where it took off. Consumers are watching more videos online than ever before and are showing no signs of slowing down, making it a powerful tool and must-have part of your small business marketing strategy. In fact, according to a survey we conducted of small business owners, 88% said that video drives more social media engagement than static images, and 86% said it leads to an increase in revenue for their business overall. 

The popularity of using video as a digital marketing tool for small businesses is slowly starting to grow. Nearly half of respondents said their video production increased over the last year, with another 10% of small businesses indicating that they started to experiment with editing video for the first time in 2020. However, despite the positive impact video can have on the bottom line, the majority of small businesses (65%) still aren’t using video as part of their marketing and social media strategy. 

So, whether you’ve already added video to your social media toolkit or are just getting started, below are actionable tips and findings that you can use to uplevel your marketing game. 

Shoot Videos Right from Your Phone

Making videos doesn’t have to be expensive or a time-consuming process. The majority of small businesses use their smartphones to shoot and capture footage (66%), and create their own videos in-house, eliminating the added expense of using an outside expert. 

Getting started is quick and easy with an editing tool like Premiere Rush that allows you to both shoot and edit video directly from your phone or computer, and publish straight to your social channels. Easy-to-use features such as Auto Reframe, Speed Ramping, and Color Presets give you an edge when it comes to quickly being able to uplevel video content already on your phone or desktop. Plus, they help with being able to use one piece of footage and differentiate it for different social channels, whether automatically adjusting aspect ratio for different social channels, speeding up footage or slowing it down, and changing the color of clips to create different moods or effects. Check out our quick tips for shooting awesome videos from your phonecreating the most engaging social media videos and our best practices for sharing on different social media platforms, and you’ll be off to the races in no time. 

Want to take your videos further? Try importing your Premiere Rush videos directly into Premiere Pro for deeper editing.  

Choose the Content and Cadence That’s Right for You

What kind of videos should you be posting to your channel, and how often? Finding the perfect balance that works best for your business might take a little bit of experimentation, but our survey found that 41% of businesses find a posting cadence of 1-2 videos per month to be the most effective, while 31% prefer a more frequent schedule of 1-3 videos per week. 

Of course, you want to create the content that resonates the most with your audience and customers, and keep them engaged and coming back for more, but what does that look like? To help jump-start that inspiration, we’ve pulled seven types of videos that you can start folding into your digital marketing strategy. 

Take Your Videos to the Next Level With Animation 

Make your videos really stand out by adding simple animated elements, like moving stickers or GIFs, to capture people’s attention. More than 78% of respondents said adding these animated elements made their videos perform better than videos without, but only half of small businesses are incorporating this easy-to-add feature into their content. 

Meagan Keane, Principal Product Marketing Manager, Adobe Video

“It’s great to see more and more small businesses using video as a part of their digital marketing strategy. Video is a powerful tool for anyone looking to build their business and connect with potential customers. We know small businesses are often intimidated by the process of video creation or consider it too time-consuming. We hope that by sharing these video tips for using Adobe Spark and Premiere Rush, we can help make video more approachable for small businesses to up level their marketing and reach wider audiences.”


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