Video is no longer a “nice to have.” It’s an essential part of how today’s audiences consume information. For small and medium-sized businesses, this creates both a challenge and an opportunity.
If you’re running a business, you’re likely juggling a hundred things. Maybe you’ve thought about video. Maybe you’ve even filmed a few things yourself. But the question still stands: is video worth it?
The short answer? Yes. But not just any video – the right kind of video, for the right purpose, at the right time.
Why Video Works for SMEs
Let’s start with the basics.
Video works because it grabs attention quickly and keeps people engaged. That’s not just a theory – it’s backed by hard data. According to a report by Wyzowl, 91% of businesses now use video as a marketing tool, and 87% say video gives them a positive return on investment.
For SMEs, this is a big deal. Video gives you a chance to:
- Show your brand in action
- Build trust with potential customers
- Turn complex ideas into simple, clear messages
- Drive sales with emotional storytelling
It helps you appear more polished, more credible and more connected – even when you’re operating with a small team.
The Types of Videos That Actually Help
Not all videos are created equal. And you don’t need to start with a flashy brand film. Here’s what’s useful for SMEs:
1. Explainer Videos
Ideal for products or services that need some explanation. These videos clarify what you do and how it helps.
Best used for: Websites, sales emails, or paid social campaigns.
2. Testimonial Videos
Your happy customers are your best sales team. Put their voices front and centre.
Best used for: Sales pages, follow-up emails, and case study features.
3. About Us / Founder Story
These videos bring a face to your brand. They build trust and help potential customers feel like they’re buying from real people – not a faceless business.
Best used for: Homepages, social profiles, and funding applications.
4. Product Demos
People want to see what they’re getting. These videos are your chance to highlight key features and show value upfront.
Best used for: E-commerce, email campaigns, product launches.
5. Social Snippets
Short, sharp videos with subtitles that work on mobile. Great for quick updates, tips or campaign announcements.
Best used for: Instagram, LinkedIn, Facebook, YouTube Shorts.
What SMEs Can Do In-House
You don’t need a film crew to start creating. In fact, many great pieces of content can be filmed on your phone. Here’s what works well internally:
- Behind-the-scenes clips from your office, warehouse or events
- Short founder updates talking directly to your audience
- Customer FAQs, where you answer real questions on camera
- Screen recordings with voiceover to walk users through your software or service
When to Bring in a Professional Partner
Some videos need a higher level of polish – particularly when they sit at the heart of your brand or a major campaign.
That’s where ODGE MEDIA fits in.
We don’t just show up with cameras. We work with you from idea to delivery, acting as a creative partner. We help you plan content that makes sense for your goals, then bring it to life with clarity, story, and high production values.
You get:
- End-to-end support (so your team isn’t pulled off core work)
- Clear messaging, designed to connect with your audience
- Cinematic visuals that feel premium - without the stress or overspend
And most importantly, you get content that drives results: more sign-ups, more leads, more belief in what you do.
Getting Started: A Roadmap
Step 1: Define Your Goal
Are you trying to attract new customers, retain existing ones, launch a product, or build your brand? Be specific.
Step 2: Pick One Format
Start with the type of video that best suits your goal. For example, if you want to boost conversions, start with a testimonial.
Step 3: Decide What You Can DIY
Be honest about what you can create in-house. Quick updates or screen recordings? Go for it. Brand messaging or sensitive stories? Bring in a team.
Step 4: Plan Distribution
Where will the video live? Will it be promoted? Will it work with sound off? Make sure you build a plan to get eyes on it.
Step 5: Track Results
Don’t just post and forget. Track views, clicks, and conversions. Use that data to guide your next move.
Final Word
Video doesn’t have to be expensive. It doesn’t have to be complicated. And it doesn’t have to be perfect. It just needs to be right for where your business is right now.
Done well, video content helps you build trust, win customers, and grow faster. That’s true whether you’re running a solo consultancy or scaling a fast-growing brand.
And when you’re ready to go further – when you need to move from good to great – we’re here.
ODGE MEDIA helps SMEs like yours craft high-value video content that works harder. Not fluff. Not gimmicks. Just clear, powerful stories that move people and drive action.
