A Small Business Guide to Short-Form Video
Weβre on a mission to help founders develop digital skills so that their businesses can thrive! With the help of our partners, weβve interviewed real-life business owners like Emma to show you whatβs possible when you embrace the power of video content π
With more and more social media platforms prioritising short-form video content, it’s more important than ever for small businesses to embrace this content. In this blog, Emma is sharing her tips and tricks to help you master short-form video for your small business!
You can watch the full video interview with Emma here.
How to master short-form video content
Emma’s broken this down into 5 easy pillars that you can follow to get confident posting videos online πͺ
1. Kill perfectionism
Ever pulled out your phone to take a video and then talked yourself out of it because it’s not the perfect setting? You’re not alone! But as Emma reminds us, “you don’t need to be Greta Gerwig or Steven Spielberg” to film a video for social media.
Many of us believe we have to have the perfect lighting and a show-home backdrop in order to get a great video. But guess what, authentic and “unpolished” content performs better than those videos.
Why? Because it feels more human.
So next time you catch yourself worrying about your backdrop or video setup, remind yourself, ‘done is better than perfect’! Your audience wants to hear from you, whether you’re in a ball gown or out on a ‘tea and tips’ walk like Emma!
Take action π
Challenge yourself to film one “imperfect” video this week! Choose something easy, maybe it could be a reintroduction post for your audience, or about a topic you’re really passionate about.
2. Find where you’re comfortable
Emmaβs Tea and Tips series didn’t happen by accident. She realised she felt most relaxed with a mug of tea in her hand. Rather than putting off filming her videos, she started to look forward to them!
Finding a physical “anchor” or environment that makes you feel comfortable is key. Once you’ve found that comfort, you’ll find it easier to consistent with your videos.
Take action π
- Have a think about where you’re most comfortable. Maybe it’s like Emma when you’re having your morning coffee. Maybe it’s when you’re out for a run, or sat with your dog.
- Once you’ve found your comfort zone, challenge yourself to film one video a week in that comfort space for a month. We want this to become a habit πͺ
3. Say less, do more
As the algorithms continue to shift, one thing remains clear: hard selling is over.
Emma predicts that the most successful brands will be those that take their audience on the journey with them.
Audiences don’t want to constantly be told what to buy from you. They want you to show them behind-the-scenes, show you the human behind the brand, and take them on the adventure with you.
So when you’re creating your next video, use that as a sense-check. Am I trying to really push a sale, or am I trying to show my audience something of value?
Take action π
- Think about what your audience actually wants to see from you. Separate your ideas into 3-5 content “buckets” or key themes that you can then use to create future posts
- Once you have your themes, identify ideas that fit the ‘behind-the-scenes’ concept – challenge yourself to record these throughout the day and see what you come up with! Remember, what might seem mundane to you may be fascinating to your audience.
- Bonus resource: Watch Naomi’s Masterclass on how to sell through storytelling
- Bonus resource: Stuck for content ideas? Check out this free guide and never run out again!
4. Practise makes perfect
Believe it or not, even the most “natural” people weren’t confident on camera when they first started!
Getting confident posting short-form videos is simply a case of practise, practise, practise. The more you practise, the easier it gets!
Emma recommends the “One-Minute Test” if you’re nervous. Talk to the camera for 60 seconds about something you know inside out – even if itβs just how to make the perfect cup of tea.
Although it might make you cringe, watching yourself back helps you get used to your voice, your hands, and your energy on camera. And the more you do it, the less practise runs you need π
Take action π
- Try Emma’s ‘one-minute test’ today but don’t post it. Instead, watch it and see how you behave on camera. You’ll be surprised how much you learn! Maybe you need to use more hand gestures, speak louder, or even speak slower (this is a common one!)
- Bonus resource: Watch Emma’s Masterclass on how to create impactful videos
5. The 12-week testing rule
We’re all impatient, but one of the big learnings Emma shares is this: don’t change anything until you’ve tried it for at least 12 weeks.
Why? Simply because if you’re trying something new each week and not doing something consistently, you won’t know what’s working.
So for example, if you’re testing different lengths of videos (5 seconds vs. 20 seconds), do this test across your video content for at least 12 weeks. Then you can review, see the results of the test and then start testing something else like voice recorders vs talking to the camera!
Don’t be disheartened if you don’t see results straight away. As tough as it is, stay consistent with your tests and the results will follow π
Take action:
- Make a list of a few things you’d like to test over the next few months. Make sure these experiments are filtered into the themes and pillars you identified for your content earlier!
- Bonus resource: If you’re feeling uninspired with your content, check out this Masterclass on how to create content that converts! It’ll help you get ideas to really connect with your audience.
Your Video Toolkit
It may surprise you to know, but Emma thinks you’ve already got everything you need to start filming short-form videos!
Emma’s main message? Keep it simple.
Here’s what you need to get started:
- Your smartphone – if you’ve got a smartphone, you’ve already got a powerful recording device ready to go!
- TikTok app – free to download, it’s a great platform for short-form content
- CapCut – again, this is a free editing tool that works directly with TikTok and is really user-friendly!
- Instagram Edits – if you’re planning to post on Instagram, Edits is their in-platform editing tool
Conclusion
So there you have it! Creating short-form videos couldn’t be easier. With Emma’s tips and tricks, we’re sure you’ll be creating incredible videos in no time at all π
If you need support with anything we’ve covered in this blog, our mentors are here to help!
You can access unlimited 1:1 mentoring, group Masterclasses and peer learning programmes, all free of charge through Digital Boost π
Meet the Mentor
Emma York is the founder of Fresh Approach Digital, a one-stop shop for social and marketing support! When she’s not helping founders get clear on their marketing strategies, you’ll find Emma filming her famous ‘tea and tips’ videos or out on the water, which is her happy place! π
