Short vertical videos now sit at the centre of Instagram, Facebook, TikTok and YouTube. For a lot of small business owners, that feels daunting. It sounds like you need lighting, editing skills, trending audio and the confidence to talk to a camera.
You don’t. Some of the most effective short videos from local businesses are simple, filmed on a phone and made in a few minutes. This guide covers what to film, how to film it and how to make video a habit without it taking over your week.
Why short video is worth trying
- It shows rather than tells. A 20-second clip of your work in progress says more than a paragraph of text.
- It builds familiarity. Seeing your face and hearing your voice makes customers feel they know you before they call.
- It can reach people who don’t follow you yet, because platforms show short videos to wider audiences.
- It can be reused across several platforms, and on your website.
If you’re still deciding which platforms to focus on, our comparison of Instagram vs TikTok can help.
What to film: ideas that work for local businesses
- Before and after. A transformation is naturally satisfying to watch. Ideal for trades, cleaning, landscaping, beauty and renovations.
- Process clips. A few seconds of each step: preparing, working, finishing.
- Quick tips. One useful piece of advice in under 30 seconds, like “three things to check before you book a plumber”.
- Answering common questions. Each question your team hears often can be its own video.
- Behind the scenes. Opening up, deliveries, team moments, a new piece of equipment.
- Customer stories. With permission, a short clip of a happy customer or a finished project walkthrough.
How to film on a phone
- Shoot vertically for Reels, TikTok and Shorts.
- Light matters most. Face a window or film outdoors in soft light.
- Keep it steady. A cheap tripod or leaning the phone against something helps.
- Get clean audio. Film away from noisy machinery or traffic when you are talking, or use a small clip-on microphone.
- Hook viewers in the first second or two. Start with the result, the problem or the question, not an introduction.
- Add captions. Many people watch with the sound off, and captions make videos more accessible.
Keep editing simple
The built-in editors in Instagram and TikTok, or a free mobile editing app, are enough for most small businesses. Trim the dead time at the start and end, add captions and a short line of text on screen, and publish. Polished isn’t the goal. Clear and genuine is.
Be careful with music. Use audio from the platform’s own licensed library for that platform, and be aware that business accounts may have access to a more limited library than personal accounts.
Make it a habit, not a project
The hardest part is consistency. A few ways to make it manageable:
- Film as you work. Grab 10 seconds at each stage of a job, and edit later.
- Batch record. Film several tips or answers in one session.
- Reuse. Post the same video to Instagram, Facebook and TikTok.
- Keep a list of ideas on your phone, added to whenever a customer asks a good question.
Our guide to building a content system shows how to plan content without it eating your week, and how often to post covers realistic frequency.
Get permission first
Ask before filming customers, their homes or their property, and before filming staff for public posts. Avoid showing addresses, number plates or personal details in the background.
Measure what matters
Views are encouraging, but look for signs that videos bring in business: profile visits, website clicks, messages and enquiries that mention a video. Over a few months, you will see which types of video work for your audience.
Want help getting started?
Madexify creates and manages social media content for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip, including short-form video planning and editing. See our social media marketing services, or contact us to talk about video content.
This article is part of our Social Media Marketing Guide. Browse all our guides on the guides page.
