I want to share something that might surprise you: 90% of my clients have come from YouTube and TikTok over the past year, even though most of my videos get less than a thousand views.
You don’t need to go viral to get customers from video. You just need to understand how to use video strategically.
As someone who’s been doing digital marketing for 15 years, I can tell you that video is the most valuable use of your time as a small business owner. Not only is it the only way to build trust with someone without a one-on-one interaction, but it’s also the fastest way to create large amounts of high-quality content.
Every video I create can easily be turned into 10 pieces of high-quality content that sounds like it was written directly by me. And if you follow the system I’m about to share, you can do the same.
Why Video Works for Small Businesses
Video solves a fundamental problem in digital marketing: trust.
As a business owner, you probably know that if you can just get someone on the phone, you can almost always convert them. The challenge is that most people won’t trust you enough to give you their time for that conversation.
But they’ll watch a video.
Video allows you to form that same connection and build that same trust you would on a call with every single person that visits your website. When potential customers see you speaking authentically about your expertise, they get a sense of who you are and whether they want to work with you.
There’s another huge advantage: content creation at scale. With AI tools today, it’s incredibly easy to take a video transcript and repurpose it into blog posts, social media content, newsletters, and more. This is actually the best strategy for ranking in both traditional search engines and AI platforms like ChatGPT.
Short Form vs Long Form Videos: Which Should You Choose?
Let me break down the two main types of videos and when to use each.
Short Form Videos
Short form videos are typically 5-90 seconds and shot vertically on your phone. They’re casual, authentic, and designed for social media feeds like TikTok, Instagram Reels, and YouTube Shorts.
Advantages:
- Much easier to get views
- Quick to create (15 minutes max)
- Great for testing what resonates with your audience
- Get most views in the first few days
Disadvantages:
- Lower conversion rates
- Views don’t convert as well as long form
Long Form Videos
Long form videos are several minutes or longer and tend to drive stronger conversions. They allow you to dive deeper into topics and demonstrate real expertise.
Advantages:
- Much higher conversion rates
- Can continue getting views for years
- Better for SEO and thought leadership
- Can be broken into multiple short clips
Disadvantages:
- Harder to get initial views
- More time-intensive to create
My recommendation: Start with short form videos. They’re easier to create and help you get comfortable on camera. Once you build confidence, add long form content to your strategy.
Equipment You Actually Need (Spoiler: It’s Less Than You Think)
You don’t need expensive equipment to start making effective business videos. Here’s what actually matters:
Essential Equipment
- Your smartphone – This is all you really need to start
- A basic microphone – Audio quality matters more than video quality. Poor audio turns viewers off faster than poor video
- Simple lighting – Face a window for natural light, or get an inexpensive reflector
Studies show that viewers will tolerate imperfect lighting or video more than muffled sound. The distance between your mouth and the microphone is more important than the quality of the microphone itself.
For short form videos, I just hold my phone camera out in front of me. The audio isn’t perfect, but captions help compensate. For long form videos, I use a simple microphone setup close to my mouth.
Don’t let equipment be your excuse for not starting. Even a basic smartphone setup will dramatically improve the perception of professionalism compared to having no video presence at all.
Overcoming Camera Awkwardness
Almost everyone feels uncomfortable on camera at first. The good news? It gets better with practice.
You probably think you’re awkward on camera, but you’re likely comfortable on Zoom calls and FaceTime. This is a skill you already have – there’s just something psychological that happens when we know we’re being recorded.
Tips to Feel More Natural on Camera
- Remove time pressure – Start recording and just wait. Give yourself 15 seconds or even a minute to relax before you start talking.
- Focus on your breathing – If you’re getting in your own head, take a moment to focus on your breath.
- Give yourself permission to make mistakes – Authenticity often makes videos more relatable than perfection. Don’t stop recording when you stumble – you can edit it out later.
- Imagine talking to one person – Rather than thinking about a crowd, imagine you’re speaking to just one friendly person.
- Start without posting – Record your first video with no intention of posting it. This removes pressure and helps you practice.
Remember: your first few videos might be cringe, and that’s okay. No one’s going to see your first 10 videos anyway, so use them as practice.
Creating Hooks That Grab Attention
The hook – your first 3-10 seconds – is the most important part of your video. Studies show most people decide to keep watching or scroll away in the first 3-5 seconds.
What Makes an Effective Hook
A good hook does two things:
- Identifies the audience – “Hey busy salon owners…”
- Promises value – “…here’s a quick tip to get five new bookings this week”
This immediately engages the right viewers and triggers recognition. In essence, your hook says: “If you’re X and you want Y, watch this.”
Hook Examples by Industry
For consultants: “Most small business owners miss these five tax deductions and lose thousands every year. Here’s how to claim every dollar you deserve.”
For contractors: “If you’re tired of customers questioning your prices, this 30-second technique will eliminate price objections.”
For fitness trainers: “The biggest mistake I see new gym members make that sabotages their results…”
This is the one part of your video I recommend scripting. Nail down exactly what you’ll say to grab attention, then speak the rest conversationally.
Structuring Your Videos for Maximum Impact
Short Form Structure
Keep short form videos conversational and unstructured. The goal is to get these done quickly – if you’re spending more than 15 minutes recording a short form video, you’re doing it wrong.
Focus on one simple idea or tip. Don’t try to cram too much information into a short clip.
Long Form Structure
Use this proven format: Hook → Intro → Segments → Outro/CTA.
- Hook – Start with your benefit-driven hook to pull viewers in
- Brief intro – Introduce yourself and outline what the video covers
- Main content in segments – Break content into clear steps or chapters
- Conclusion – Recap and provide your call to action
Segmenting your video makes it easier to follow and remember. Without clear structure, viewers often lose the thread and tune out.
Calls to Action That Actually Convert
Your call to action strategy should match your video format.
For Long Form Videos
Place your CTA near the end, after you’ve delivered value. At this point viewers have consumed your content and can be guided to act.
Make it specific:
- “Download our free pricing guide to get all the details”
- “Book a free consultation at our website”
- “Check out the link below for the complete strategy”
For Short Form Videos
Avoid hard selling in short form content. It breaks the authentic vibe and makes your video feel like an ad.
Instead, use soft CTAs:
- “Follow for more tips”
- “Save this video”
- “Link in bio for details”
Focus on providing value and naturally mentioning what you do. Since you’ll be talking about your industry and clients, it should be easy to organically reference your services without being pushy.
Repurposing One Video Into Multiple Assets
This is where the real magic happens. One piece of video content can yield many assets.
Here’s how I turn every video into 10+ pieces of content:
- Blog post – Use the transcript to create an SEO-optimized article
- Social media posts – Pull out key quotes and tips for different platforms
- Newsletter content – Use excerpts as email content
- Short clips – Break long videos into multiple short form videos
- Audio content – Extract audio for podcast episodes
- Graphics – Turn standout quotes into shareable images
- LinkedIn articles – Repurpose for professional audiences
This is exactly what we do for our clients at TJ Digital – we help them create one video and turn it into a content engine that feeds all their marketing channels.
Getting Started: Your First Video Action Plan
Here’s your step-by-step plan to create your first client-generating video:
- Choose short form – Start with a 60-90 second video
- Pick one simple topic – Answer one common question your customers ask
- Script your hook – Write out your first 10 seconds
- Record with your phone – Don’t worry about perfect lighting or audio
- Edit minimally – Basic cuts and captions are enough
- Post and learn – Pay attention to what gets engagement
Remember: your goal isn’t to go viral. Your goal is to build trust with the right people and demonstrate your expertise.
The Bottom Line
Video isn’t just another marketing tactic – it’s the most effective way to build trust and generate leads without paid advertising.
You don’t need millions of views. You don’t need expensive equipment. You just need to start showing up consistently and providing value to your ideal customers.
At TJ Digital, we’ve seen this strategy work for businesses across every industry. Once you start creating video content, we can help you repurpose it into a complete content system that works across all platforms.
Ready to get started? Record your first video today. Pick one question your customers always ask, grab your phone, and start talking. Your future clients are waiting to meet you.
Want help turning your videos into a complete marketing system? We specialize in helping small businesses create and repurpose content that actually drives results. Contact us to learn more about our content repurposing services.