Short-form video — Instagram Reels, YouTube Shorts, TikTok, Facebook Reels — is the most consumed content format in the world right now. And most small businesses still aren't using it.
That's not a problem. It's an opportunity.
The barrier to entry is low. The organic reach is still significant. And the businesses that start now will own their local market's attention before the competition figures it out.
Why Short-Form Video Works for Local Business
Short-form video works for the same reason word-of-mouth works: it's authentic, it's human, and it builds trust fast. In 60 seconds, a potential customer can see your face, hear your voice, watch you work, and decide whether they like and trust you. No brochure or website copy can do that.
For local businesses specifically:
- Algorithms favor local content — Platforms show content to people in the same area. A Silverdale business making videos about Silverdale gets shown to Silverdale residents.
- Low competition — Your local competitors almost certainly aren't doing this consistently. First-mover advantage is real.
- Free organic reach — Unlike paid ads, a video that resonates can reach thousands of people in your community at zero cost.
- Repurposable — One 60-second video can be posted on Instagram, Facebook, YouTube, TikTok, your GBP, and your website. One piece of content, seven placements.
The Platforms (and Which One to Start With)
| Platform | Format | Best For | Priority |
|---|---|---|---|
| Instagram Reels | 15–90 seconds | Consumer-facing businesses, visual work, under-50 audience | High |
| YouTube Shorts | Under 60 seconds | Search-discoverable content, all ages, long-term visibility | High |
| Facebook Reels | 15–90 seconds | 35+ audience, community-oriented businesses, local reach | Medium |
| TikTok | 15 sec – 10 min | Under-35 audience, high entertainment/education value | Medium |
Where to start: Instagram Reels + YouTube Shorts. Post the same content to both. Takes no extra work and covers the widest audience.
What to Film (Content Ideas by Business Type)
Home Service Businesses (Plumbers, Roofers, Landscapers, Contractors)
- Before/after reveals of completed projects
- "Day in the life" on a job site
- "What this [problem] actually looks like" educational videos
- "5 signs you need to [replace your roof / service your HVAC / etc.]"
- Quick tips: "This is why your [drain/gutter/deck] is failing"
- Time-lapse of a project from start to finish
Restaurants and Food Service
- Prep and cooking videos (people love watching food made)
- "Menu item of the week" spotlights
- Behind the scenes: opening shift, kitchen prep, team moments
- Customer reactions and moments
- Seasonal specials and limited offerings
Healthcare and Professional Services
- "Myth vs. fact" quick explainers
- "What to expect at your first [appointment/consultation]"
- Staff introductions and office tours
- Patient/client success stories (with permission)
- Quick answers to common questions
Retail and Specialty Shops
- New product arrivals and unboxings
- "Things you didn't know we carry"
- Styling, pairing, or usage tips
- Customer spotlights
- Community and local event tie-ins
The Simple Formula That Works
For most small business videos, this structure works:
- Hook (0–3 seconds) — Say or show something that stops the scroll. "This is what a failing [roof/pipe/foundation] actually looks like." "I've seen this mistake in 90% of Kitsap County kitchens."
- Value (3–45 seconds) — Deliver the thing you promised. Show the work, share the tip, explain the concept.
- CTA (last 5 seconds) — "Call us for a free estimate." "Comment your question below." "Follow for more [city] home tips."
Production Reality: You Don't Need a Studio
The best-performing short-form video is often shot on a phone. Authenticity outperforms production value at this format. What actually matters:
- Good lighting — Film near a window or outside. Bad lighting kills otherwise good video.
- Stable shot — Use a cheap phone tripod or prop it against something.
- Clear audio — If you're talking to camera, be in a quiet space. A $20 clip-on mic is a huge upgrade.
- Vertical format — Film in portrait (9:16) mode for Reels and Shorts.
- Captions — 85% of social video is watched without sound. Add captions (most platforms do this automatically now).
Posting Consistency Beats Posting Perfection
The most common reason businesses fail at short-form video: they try to make it perfect, get overwhelmed, and stop. The algorithm rewards consistency over quality.
A realistic sustainable cadence for most small businesses:
- Minimum: 2 videos per week
- Strong: 4–5 videos per week
- Aggressive: Daily
Batch your filming. Set aside 2 hours once a week and shoot 4–6 videos. Edit them over the next few days and schedule them out. This is how you stay consistent without burning out.
Connecting Video to Your Overall Marketing
Short-form video works best as part of a system, not a standalone channel:
- Post videos to your Google Business Profile — increases engagement and ranking signals
- Embed videos on service pages for conversion lift
- Repurpose video content into blog posts and email newsletters
- Use video clips in Google Ads and social retargeting
- Feature customer testimonial clips prominently on your website
Read more: Video Marketing & Distribution for Small Business
Want Help Creating and Distributing Video?
We produce and market video for Kitsap County businesses — from quick social clips to full brand stories. See our video production service →
Buzz Cue — Poulsbo, WA marketing agency. We help local businesses show up consistently online. Start a conversation →