If you run a small business, social media video can feel like one more spinning plate. The good news: you don’t need a studio, an agency, or a thousand-dollar camera. You need a simple system you can repeat—clear message, strong hook, clean audio, consistent posting, and a plan for what you’ll do with a video after you hit “publish.”
Below is that system, written for real people who wear ten hats before lunch.
Why video is worth the effort
Short-form video is where attention lives right now. It stops thumbs, builds trust, and shows proof fast—how your product looks, how you treat customers, what it’s like to work with you. Start with one primary goal so you don’t chase every metric at once:
- Awareness: reach and views
- Consideration: watch time and profile visits
- Conversion: link clicks, DMs, coupon redemptions
Pick one goal per month and let it guide your topics and calls to action.
Choose platforms like a pragmatist
Be where your customers already are, not where gurus say you “must” be. For most small businesses, the winning combo is TikTok/Instagram Reels/YouTube Shorts for quick discovery, and LinkedIn or Facebook if your buyers hang out there.
Keep format simple:
- For TikTok/Reels/Shorts, record vertical 9:16. Aim for 15–60 seconds.
- For LinkedIn and Facebook, vertical or square works well.
- For longer tutorials, go horizontal 16:9 on YouTube and shoot for 4–10 minutes.
If you can, film in 4K vertical. You’ll have enough resolution to crop for square or even horizontal teasers without your footage getting mushy.
Hooks, simple scripts, and CTAs that don’t feel salesy
Those first three seconds decide whether people stay or swipe. Lead with the outcome, the pain, or a bold promise you can keep.
Hook styles that work:
- “If you keep struggling with [problem], watch this.”
- “I’ll save you [time/money] on [task] in 30 seconds.”
- “Three mistakes we see with [service/product]—and how to fix them.”
Then give your message a skeleton so it stands up:
- HIC: Hook → Insight → Call to action
- PAS: Problem → Agitation → Solution
- Demo-first: Show the result → Show the steps → Invite action
Real-world examples:
- Florist: “Wedding bouquets fading fast? Do these three things: cut stems at 45°, keep them out of direct sun, refresh water daily. Want our 1-page care guide? Comment ‘roses’ and I’ll send it.”
- Gym: “Desk-back pain? Try this 30-second mobility routine. Save this and tag the coworker who always says, ‘My back’s killing me.’”
- Plumber: “Garbage disposal jammed? Don’t reach in. Flip the breaker, use the hex key under the unit, rotate both ways. Still stuck? DM ‘FIX’ for same-day help.”
Notice how each ends with a clear, light-touch CTA—comment, save, tap, DM. No shouting.
Production basics that punch above their weight
You don’t have to be “cinematic.” You do need to be audible and visible.
- Audio first. A $20–$40 clip-on mic in a quiet room beats a fancy camera with echo. Turn off HVAC for 60 seconds and thank yourself later.
- Light the face. Face a window or use a small LED. Avoid harsh overheads that make raccoon eyes.
- Frame at eye level. Keep a little headroom for captions.
- Keep the scene tidy. One on-brand object (a mug, a sign, your packaging) is enough.
- Capture quick B-roll. Ten seconds of hands packaging an order, a product close-up, a smile with a customer. These clips are gold for covering jump cuts and boosting retention.
Editing and captioning without the headache
Start with a rough cut: cut out dead air, filler words, and long pauses. Then add burned-in captions—because most people scroll with sound off. Keep the visual changing every 2–3 seconds. Use punch-in zooms, B-roll, or animated text to hold attention.
Export vertically in 1080×1920 (H.264). Keep your music low enough that your voice stays clear. Don’t overthink the tools—CapCut and InShot work fine on your phone. DaVinci Resolve and Premiere are solid on desktop.
A posting cadence you can keep (plus a 30-day plan)
Consistency beats intensity. Start with three posts per week on one primary platform and repurpose to a second platform. Batch your filming—60 to 90 minutes once a week is plenty.
30-day outline:
- Week 1: Two quick tips and one customer story
- Week 2: One demo, one myth-buster, and one FAQ
- Week 3: Two tips and a behind-the-scenes clip
- Week 4: One before/after, one case study, and one limited-time offer
Daily rhythm: post, pin your best performer, reply to early comments (the first hour matters), engage with five relevant accounts, and jot down what viewers asked for next.
Make one shoot feed four channels
Think of every 60-second tip as a content seed. From one shoot you can pull: - A vertical short - A square crop for Facebook/LinkedIn - A carousel using key frames - An email snippet - A short blog post based on the transcript
If a question keeps popping up in comments, record a stitched reply. Then, once you have four related Shorts, compile them into a 4–6 minute YouTube tutorial.
Track the few metrics that matter
Don’t drown in dashboards. Watch these:
- Hook health: three-second views and the percentage of people who didn’t scroll immediately
- Retention: average watch time and percent watched
- Action: profile visits, link clicks, DMs, and coupon redemptions
- Quality signals: saves and shares beat likes every time
Experiment on purpose. Test one variable at a time—the first sentence, the thumbnail, the CTA, or the posting time—and give it three to five posts before you decide what works.
Budget gear that works
You don’t need fancy gear. Use the smartphone you already own. Add: - A clip-on lav mic - A small LED light or a bright window - A tripod with a phone clamp - A foldable reflector (or white foam board) - A simple, clean backdrop
That’s your starter kit.
Stay compliant, accessible, and brand-safe
Use content you own or have rights to—especially music. Always add captions and alt text. Disclose gifted products or affiliate links using #ad. Avoid unsupported medical, legal, or financial claims unless properly documented.
FAQs (answered like a human)
How long should my videos be?
Shorts do best at 15–60 seconds. For deeper tutorials, 4–10 minutes on YouTube is a sweet spot. Focus on watch time, not hitting a specific minute mark.
How many times per week should I post?
Three strong posts per week will beat seven rushed ones. Show up, learn, iterate.
Do I need expensive gear?
No. If viewers can hear you clearly and see you well, you’re 80% of the way there.
Which hashtags should I use?
Mix a couple of niche tags (#yourcity + #yourservice + #problem) with one or two broader category tags. Rotate and watch which ones actually extend reach.
When’s the best time to post?
Whenever your audience is active. Check your platform insights, pick two or three time slots, and compare watch time and saves—not just likes.
Final takeaway
Start where you are. Film one helpful tip this week. Keep the audio clean, the hook strong, and the edit tight. Post it, reply to comments, and turn the best question you get into next week’s video. Momentum beats perfection—and your future customers are already scrolling.