When it comes to visual communication and storytelling, videos have clearly become one of the most popular and effective formats. Not least due to the fact that videos are one of the most important growth trends for brands to reach their audiences.

With consumers shopping online even more since the pandemic, small businesses in particular have included this format in their content marketing strategy to increase their reach - and rightly so.

Videos simply give smaller companies the chance to provide a deeper dive into how a product or service works. In addition, the target group learns more about the values that the company represents, which leads to stronger customer loyalty. Video is no longer a "nice-to-have" marketing tool – it's a must-have. But for many, the hurdles to creating professional-quality videos, especially the cost, are still too high.

Fortunately, there are now a number of tools that not only make the creation of videos easier but also significantly cheaper. This means that even beginners without any special knowledge can create video content without reducing its impact.

But the tool alone is not enough. It is at least as important to be clear about how best to use this tool; hence, the following tips might come in handy:

1. Use free editing programs
   Video marketing is critical to a company's business success, but creating videos can be time-consuming, expensive, and complex. This discourages many small businesses from creating their own video content. Therefore, video editing programs that offer a simple user interface and do not require any previous design or film editing experience are ideal. The platform should also provide simple step-by-step guides to help users from start to finish when producing their video. Finally, the platform should also offer access to a wide range of photos, videos, music, and images so that creators can find the style that suits the company. Get the right message across with customizable colors, fonts, layouts, logos, templates, and calls-to-action. Everything from social media ads to promotional materials can be developed in minutes.
   
   
2. Use stock videos
   Just like for photos, there are also stock databases that provide video content. This means that before the company edits their compelling videos, they don't have to produce some of the raw footage themselves. Stock videos therefore serve as a practical alternative. However, since these are usually more expensive than simple photos, it makes sense to use subscription models that allow on-demand access to millions of video clips at a reasonable price. In addition, customers can license video clips for just a few dollars per clip, allowing them to keep an eye on their often-tight marketing budgets.
   
   
3. Keywords for more reach
   For the videos created to achieve the desired effect, they must be noticed by your target group. A simple but often neglected step in video optimization is the inclusion of SEO keywords, which are essential for successful digital marketing.

There are some tools, such as Keywords Everywhere, that can help by showing the terms to use and how often they appear in search engine results. Once the keywords are selected, they can be used in the video title, a short description, the file name, and in any promotional content published on the web or social media, among other things. If the keywords permeate the entire content, there is a higher chance that they will show up in the search results.

Videos not only drive engagement but are proven to help small businesses grow their audience and increase loyalty. However, it is important that the content is relevant to the audience to achieve a good ROI. Especially smaller companies that want to increase their sales with the help of videos should ensure that the content reflects their brand values. By developing video content that aligns with the core of the brand, even small businesses can make big profits without breaking budgets.

By Daniela La Marca