A guide for small businesses video marketing on social media

If you’ve been wishing to learn how to grow your small business through social media, look no further. In this guide, you will learn how and why video marketing on social media is necessary for the growth of your brand, as well as which social networks to target for the best results.

A guide for small businesses video marketing on social media

Today, it is critical to develop trust with your users since competition is fierce, and the only thing that distinguishes you from your competitors, at first sight, is the impression of trust you leave. High-quality service is a must, of course.

Ethics in digital marketing is unquestionable and should be followed from the start, but the market is what it is, and it is essential not just to do business ethically, but also to be perceived as doing so. There are numerous scammers and fake profiles that attempt to extort information, data, and money from people in a variety of ways, and you will identify them first due to a lack of transparent information. That’s why social networks are invaluable to your business.

The more content you have on social networks, preferably all or most of them, the more trust you gain. Social networks, in addition to paid promotion, are an excellent approach to reaching out to new potential users due to their merciless algorithms and simple content-sharing process. Video marketing on social networks can only benefit your business. 

Let’s explore how to make the greatest use of which network to achieve the most spectacular results and rapid growth.

1. Instagram 

Instagram is social media’s holy grail. The network had both positive and negative effects, challenging many values. TikTok is gradually approaching it, but Instagram is fighting and surviving. Although Instagram was originally established as a social network for photography, as you can see, its development has entirely shifted our focus to video content, and it is precisely with this change that Instagram competes with TikTok. Why is Instagram an excellent option for your business? First, consider the audience. It is important to understand who your audience is, what they want, and how to build an audience for the best results. Every social network has a unique target audience. The question is, which one is yours? 

A guide for small businesses video marketing on social media

According to statistical data, the majority of Instagram users are between the ages of 18 and 34. If that is your target audience, Instagram is perfect for you. 

Your Instagram account can be completely loaded with videos, whether they are loops or preserved live recordings.

You can create movies about your product or service, but also about your team and the process of creating what you offer.

What distinguishes Instagram from TikTok is its aesthetics and slightly more formal environment. Instagram feed (your profile wall) contains photographs, videos, and Instagram story highlights. At the same time, you can include any photography you want on each form, even if it is a video. What does this mean to you?

It indicates you have a well-organized profile with a biography, clear images, and a chronology of your business’s progress. There’s a lot to say about Instagram’s potential, but let’s start with the basics, and you’ll find it out on your own once you use it. We can see this through examples.

Instagram Reels

For example, when it comes to Instagram reels, a good option is a 20-second video, however, Reels can technically run up to 90 seconds and can be extended in different ways, but that’s a topic for another day.

You’ve got 20 inventive seconds. What implications does this have for your business?

 Listing the advantages of your product, a mini-exposure of your items, something even amusing about your company, a clip from a larger film…What’s great about reels is that Instagram has included editing capabilities, allowing you to add music, text, and special effects, as well as a thorough explanation of the post, which will be displayed at the bottom of the video. There are so many alternatives for you.  All of this has been updated for smartphone recording.

Instagram Live

Instagram Live is an actual live report that may be saved to your feed. It can persist for up to 4 hours! Although the typical live video lasts approximately an hour, it is an unwritten norm on Instagram. 

Instagram Live

What can you exhibit there? Consider a work-related event, such as a conference or meeting, or even just one part of your workday. You can demonstrate this through live events and meetings with your associates and partners. 

It may be a podcast. Host someone significant to your company and discuss a topic relevant to your target audience. Best of all, everything happens live, and the audience may interact with you via comments and questions. Finally, you elegantly store everything.

Instagram Story

Instagram stories can stay up to 60 seconds before disappearing after 24 hours. The benefit of stories is that most people watch them more frequently than the feed, so you are more present. Additionally, stories are an informal mode of communication in which you may express your current ideas, feelings, what is going on at the time, and so on.

For example, show a photo of your coffee and laptop on your desk with the caption NEW IDEA THIS MONDAY. It is important that you are present.

In addition, short formats with an expiration date can be used in marketing as ephemeral content, or content that requires rapid action. Your audience feels compelled to engage because the material is not permanent. This is how you can make short-term sales.

2. Tiktok

TikTok is presently a huge sensation among social networks, increasing and improving more and more. According to data, TikTok is predominantly used by young women aged 18 to 24. It is primarily meant for amusement and trend promotion, but it may also be used as a video marketing opportunity because it is rapidly growing and attracting an increasing number of users.

 In addition to dance movements and pranks, TikTok is an excellent place for hacks, trips, tricks, and instructions. That is exactly how you may use it in business. Especially if your target demographic is that age. A brand can use and develop content in the form of short movies that explain what its brand or business is, how it operates, and how it can benefit users. You can record videos with tutorials about your product or service, including practically everything stated above, as well as Instagram video formats.


It’s even more vital on TikTok to have an intriguing and attention-grabbing video than on Instagram.

TikTok’s characteristic sounds are used as themes, allowing you to break out with some of the most popular sounds. The algorithm will ride this wave with you.

You can also form cooperation with well-known TikTok accounts, expanding your domain and audience.

The video length on the tick stream is often between 15 seconds (the most popular) and 3 minutes, but it can be extended up to 10 minutes.

Content for TikTok

A few TikTok video ideas for small businesses:

  1. Introduce Yourself
  2. Workplace Tour
  3. Day in the Life
  4. Success Story
  5. Meet the Team
  6. About Your Business Name
  7. Community Service
  8. Your Why
  9. Organizing Inventory
  10. Product How-To
Content for TikTok

3. Facebook

Most young people have shifted from Facebook to Instagram and TikTok, but Facebook remains popular among the senior population. If your target audience falls within that age span, Facebook is an excellent place for you with over 3 billion users. Although Facebook is no longer as popular, practically everyone has one; it has become a method of identification.

Facebook currently favors the video format, therefore you can and should use it for video marketing. 


The options are fairly similar to Instagram: Facebook Live and Facebook Stories.

Facebook, like Instagram, has a video area, associated with Instagram reels, in which an algorithm recommends films one after the other. There, you can select the sheet where you want to watch short videos, live videos, or video reels.


The most common video length on Facebook is 30 to 90 seconds, although as with all platforms, this is a customizable category.

On Facebook, it is advisable to use the Call-to-Action button at the end of your video. 

The Landing page to which the Call-to-Action button directs the customer must, of course, provide everything necessary for them to learn about you and take action. 

You can post similar video content on Facebook, Instagram, TikTok, and YouTube… we completely trust your judgment about your business because you know it best, and by using the networks, you will be able to better understand where and what type of video you can place to achieve the best results. We are simply here to help you explore ideas and think creatively.

In this regard, constantly consider the overall goals of your marketing campaign and tailor your use of networks (including Facebook) and video marketing accordingly.

Facebook has Facebook KPIs, which you should review and adjust your ideas to while creating Facebook videos if you want to get the best results on this network.

4. YouTube


YouTube has over 2 billion active users worldwide. The platform is so extensive that it can be accessed in 76 different languages. People spend countless hours searching for various content on YouTube, which is the second largest search engine. 

This means that you will not only be present on YouTube with high-quality material but also enhance your SEO. There’s no need to explain why YouTube is perfect for video marketing when you already know it’s a network dedicated solely to that format.

On the practical side, the things you can do on YouTube to build marketing are, of course, quality videos that will naturally reach their audience, then collaboration with influencers, and finally paid marketing, which is also available on this platform.

We produced for you a table of YouTube advertising strategies in ten steps:

1. Create a YouTube channelCreate a channel for your business with branding.
2. Learn about your audienceConduct research to determine demographics and interests.
3. Research your competitionAnalyze competition channels for tactics.
4. Learn from favorite channelsAnalyze successful channels for insights.
5. Optimize videos for viewsConduct keyword research for the titles and descriptions.
6. Upload and schedule videosCreate a content calendar with regular uploads.
7. Optimize the channel for followersCustomize the layout and add keywords.
8. Try YouTube advertisingExperiment with TrueView or display ads
9. Try influencer marketingWork with relevant influencers.
10. Analyze and adaptMonitor metrics and adjust strategy accordingly.

It’s important to understand and provide exactly what your target audience wants, as well as learn how to YouTube algorithm works, which is equally as strong as Google’s search engine. SEO for YouTube is as crucial as SEO for Google.

Here are some tips to keep in mind when starting a YouTube marketing campaign:

  1. Search relies heavily on the title, description, and text subtitling. Try to choose keywords that you believe your audience would be interested in. Also, just like Google, keywords will propel you to the top of the bid list.
  2. Tags, comments, likes, and subscriptions are all significant. Increases your rating.
  3. Reports can help you examine social media statistics. You can check the average number of views, the proportion of logged-in users, the number of minutes watched, and other statistics.

5. Snapchat

Snapchat has 347.3 million monthly users, which is not a small number, but it is a really young audience. Over 80% of Snapchat users are under the age of 25.

If your target audience consists of teenagers, young adults, and children who may lie about their age, and you sell toys, children’s accessories, video games, sports, recreation, or education geared at that age group, Snapchat could be an excellent marketing tool.


We will not dive into the possibilities that Snapchat provides for detailed video and photo editing; you can do that yourself with examples, but we will focus on how to be seen on Snapchat. Most profiles on that platform are private, which means that they can only be accessed by the accounts to which they are connected. However, there is a public part:


Snapchat’s Spotlight videos feature is remarkably similar to Instagram’s Reels part in that it arranges short movies for users to scroll through constantly. It is important to be present there so that your idea or brand reaches as many potential customers as possible. Of course, according to that logic, your profile should be public. You may learn more about these possibilities on Shapchat’s official page.



Snapchat has one relatively creepy option that you can use for your business: SnapMap or location, which allows users (who, thankfully, consent) to track their present location. The goal is to get to know the world and see where the others are and what’s going on there. In this regard, locations and check-ins are becoming more essential. Using this option, you can make the location of your business, such as a store or office, more popular. The more people check-in, the more visible you are to others on the Snapchat map.

6. LinkedIn

LinkedIn is the world’s biggest business network. LinkedIn’s target demographic consists of serious business professionals aged 30 to 49. As a result, if this is your target demographic and you prefer a bit more professional and business-like environment, LinkedIn video marketing is for you. 

The most common topics published on this app are professional updates, employment guidance, and personal experiences. All of this may be demonstrated through videos, because, as we all know, video is more interesting than text and thus draws more attention and audience. 


The average LinkedIn video lasts between 30 seconds and 5 minutes, and you can include whatever you think would be entertaining to that audience and relevant to your business. You can use a video to share news about work, and innovation, to demonstrate what your working day looks like, who makes up your team, what your office space looks like, how it was at the last large business congress, and so on. 

There are numerous choices; you only need to be creative and persistent in learning new skills.

Finally, we are living in the age of artificial intelligence. AI is one of the most powerful tools that people have at their disposal, and it can be utilized to generate many good ideas while also reducing the amount of repetitive duties. Take advantage of AI and discover how to use AI for small business marketing. 


Višnja is a passionate digital marketing advocate that works with Aleph as an author, contributor, and consultant to our clients. She has a degree in psychology and a knack for content marketing.

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