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Leveraging Short-Form Videos for Small Business Growth

In today’s digital age, small businesses are discovering the immense potential of short-form videos as a powerful tool for growth and brand awareness. Krystal Allen, CEO of K. Allen Consulting, astounded her employees with Beyoncé concert tickets this summer and shared the heartwarming moment via a one-minute Instagram reels video. The video garnered thousands of views, likes, and even media attention.

Such videos, as Allen points out, are not just heartwarming; they demonstrate the extraordinary possibilities for businesses, even those that start from scratch. They motivate and inspire leaders to be more deliberate in showing love and appreciation to their hardworking teams.

This instance is merely a glimpse of how small businesses, like K. Allen Consulting, are utilizing short-form videos to share their company culture and increase brand visibility, among other key objectives.

The Power of Short-Form Videos

Short-form videos, typically ranging from five to 90 seconds, have become a dominant force in social media. They are prominently featured in platforms such as Instagram reels, stories, TikTok videos, and YouTube shorts. According to a Sprout Social survey, three out of five consumers find short-form videos to be the most engaging type of social content.

Krystal Allen emphasizes the importance of short-form videos that deliver motivational and inspirational messages, fostering a positive rapport with the online community. These videos, frequently posted weekly, strive to create a profound sense of connectivity among the audience.

Moreover, the simplicity and affordability of creating short-form videos with smartphones make them a cost-effective strategy for small businesses looking to engage with their social media audiences.

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Showcasing Authenticity

Culina Health, a virtual nutrition platform, takes authenticity to heart by sharing short-form videos on their Instagram page about three times a week. Vanessa Rissetto, the company’s CEO, believes in keeping it real by showcasing healthy recipe demonstrations, debunking nutrition myths, and discussing current dietary trends. Most of these videos are shot using an iPhone, providing an unfiltered view of daily life.

The authenticity portrayed in these 60-second videos resonates deeply with followers. In contrast, highly polished and professionally produced videos can sometimes feel unattainable and distant. The genuine and relatable content captures the essence of the brand.

Krystal Allen also supports this approach by personally creating most of her brand’s videos, even though she occasionally enlists professional videographers and photographers. The brevity of these videos (typically under 90 seconds) caters to the fast-paced scrolling behavior of social media users. It’s an effective way to succinctly convey a message or story visually.

Building Brand Awareness

K. Allen Consulting uses short-form videos to showcase the inner workings of their team, their expertise, and the range of services they offer. These videos often provoke critical thinking and encourage discussions on vital topics such as diversity, equity, and inclusion in organizational leadership and management. They serve as valuable tools for both prospecting and marketing the company’s services.

It’s important to note that while short-form videos can help businesses stand out from competitors, they must remain authentic and aligned with their core values. Vanessa Rissetto of Culina Health emphasizes the importance of staying true to the essence of the business. For example, Culina Health’s videos revolve around food and nutrition, focusing on their expertise and not veering into unrelated areas like fitness.

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Consistency is key to effective video content. A well-defined posting schedule and a strategic approach are crucial for reaching and engaging audiences. However, the primary focus should be on making every video intentional and compelling, provoking viewers to take action.

Demonstrating Capabilities

Small businesses often operate with limited marketing budgets. Short-form social media videos are cost-effective tools to establish a business’s credibility and attract new audiences. As Vanessa Rissetto explains, they offer an affordable means of capturing the attention of potential clients and bringing in new business.

Krystal Allen believes that these short-form videos also serve as powerful demonstrations of her consulting firm’s capabilities to support organizations of all sizes. Beyond that, they position the company as a thought leader in the industry. This, in turn, has led to invitations for speaking engagements and media inquiries.

In essence, short-form videos serve as a constant and dynamic showcase of a business’s effectiveness and provide a compelling and engaging way to connect with audiences. They function as walking billboards, capturing the essence of the brand and the value it brings to the table.

In conclusion, small businesses are increasingly harnessing the potential of short-form videos to connect with their audience authentically, increase brand awareness, and demonstrate their capabilities. In a world where authenticity and engagement are paramount, these concise yet powerful videos are paving the way for business growth and success.

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