How to Use Video to Grow Your Biz in 2026

Video has become the heartbeat of social media marketing. Whether you’re building your brand, nurturing leads, or driving website traffic, social media videos offer small businesses an unmatched way to connect with customers on a personal level.

Nevertheless, many entrepreneurs still struggle with how to create, plan, and measure video content effectively. As someone who has been teaching social media strategy at Rutgers Business School and advising businesses as a Fractional CMO, I’ve seen firsthand how video transforms marketing results. I also cover video marketing strategies extensively in my book Digital Threads and on my YouTube channel.

In this guide, I’ll walk you through how to use social media videos strategically, not just to gain followers, but to convert attention into trust and real business growth.

Social media videos are short, engaging clips created specifically for platforms like LinkedIn, Instagram, TikTok, Facebook, and YouTube. Unlike traditional marketing videos that often live on websites or in ads, social videos are designed for fast consumption, mobile viewing, and high shareability.

According to Wyzowl’s Video Marketing Statistics report, 91% of businesses use video as a marketing tool. Video is also considered integral to the marketing strategy of 93% of marketers. The numbers don’t lie: if you’re not using video, you’re leaving engagement and sales on the table.

Why Do Social Media Algorithms Favor Video Content?

Every major social network prioritizes video in its feed. That means your content is more likely to be seen, shared, and remembered when it’s in video form. For small businesses and entrepreneurs, this levels the playing field. You don’t need a massive ad budget to compete. You just need the right message, a smartphone, and a strategy.

According to Sprout Social’s analysis of social media video statistics, short-form video delivers the highest ROI compared to other marketing trends and will secure more investment than any other format. Think about it: when algorithms push your video content to more eyeballs organically, every dollar you spend creating that content goes further.

How Does Video Build Trust With Your Audience?

Videos go beyond attention. They build emotional connection. Seeing a real person talk, teach, or share a story builds trust faster than any text post or image ever could.

According to video marketing statistics, customers retain 95% of the information contained in videos, compared to just 10% from reading text. Wyzowl’s consumer research found that 85% of people have been convinced to buy a product or service by watching a video. When prospects can see your face, hear your voice, and watch you demonstrate expertise, the sales cycle shortens dramatically.

So why should small businesses care? Because social media videos deliver tangible business impact. Here are five key benefits that matter most:

1. Build Authenticity and Humanize Your Brand

People buy from people, not logos. Social videos give your business a human face and voice, helping audiences connect with your story, values, and culture.

Even simple, unpolished clips filmed on your phone can make your brand feel approachable and real. According to Buffer’s analysis of TikTok statistics, 40% of users say a brand’s personality is what makes it feel relevant on the platform. That means humor, behind-the-scenes moments, and creator-style storytelling go a lot further than a corporate voice or studio-quality promo.

2. Educate Prospects and Shorten the Sales Cycle

Tutorials, how-to videos, and product demos simplify complex ideas and help potential customers quickly understand what you’re offering. By educating viewers upfront in easily accessible short-form videos, you remove barriers to purchase and turn curiosity into conversion.

Wyzowl’s research shows that 96% of people have watched an explainer video to learn more about a product or service. That’s nearly everyone.

3. Improve Engagement and Organic Reach

Algorithms reward engagement: likes, comments, and shares. Nothing drives those actions like video content. According to Lambda Films’ video marketing analysis, video content is shared 12 times more than text and images combined on social media.

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The more your audience interacts with your videos, the more visibility your brand gains organically, without increasing ad spend. This makes video marketing a powerful tool for businesses of any size.

4. Repurpose Video Content Across Multiple Platforms

A single video can fuel your entire social media content strategy. Turn one long-form video into short Reels, TikToks, YouTube Shorts, or LinkedIn clips.

According to Wistia’s State of Video Report, it’s common for marketers to churn out new videos for social media instead of getting more mileage out of their existing videos. But AI might change that. It’s now easier than ever to resize videos, pull clips from longer videos, dub over lines, and more. Repurposing extends your content lifespan, amplifies reach, and boosts ROI without a constant stream of new production.

5. Strengthen Customer Relationships Through Storytelling

Video builds familiarity and loyalty. Sharing behind-the-scenes moments, customer success stories, or personal insights keeps your audience connected and keeps your brand top of mind when they’re ready to buy.

Brand videos that tell your story and live videos that showcase your expertise are both excellent options for relationship building.

Not all videos perform the same on social media. To get measurable business results, you need to match the right type of video with your marketing goals and audience intent. Here are seven proven social media video formats that consistently drive engagement, build trust, and support conversions.

1. Explainer and Tutorial Videos

According to Sprout Social’s video statistics report, explainer videos are the most popular video marketing type, favored by 73% of video marketers.

In these types of videos, you show your audience how to solve a problem they care about, while naturally positioning your product or service as part of the solution. Video marketing need not always be overt video ads. Social media content can be organic and fun, all while promoting your products.

2. Product Demos and Walkthroughs

Although feature lists are common in video marketing, consider showcasing real use cases instead. Demonstrate how to use products and walk your audience through actual applications.

When you develop demos and walkthroughs, include a clear call to action (CTA) to either schedule a personalized demonstration or visit your site. Product videos can dramatically shorten the decision-making process for potential buyers.

3. Behind-the-Scenes and Culture Videos

Behind-the-scenes videos offer a great opportunity to introduce your team, lay out your values, and build trust. A live video format is excellent for these, but they can also be done with standard video.

These types of videos are ideal for employer branding and demonstrating client transparency. In a world of countless video marketing examples, help your content stand out by showing your audience who you are and what you stand for.

4. Customer Testimonial and Case Study Videos

Customer testimonial and case study videos both help transform success stories into shareable, credible proof of value. By placing these on your social networks, you build trust and social proof.

While written testimonials have stood the test of time, you can create powerful video content by encouraging clients to record short clips instead. According to B2W’s LinkedIn video statistics analysis, 62% of B2B buyers trust video content on LinkedIn, making the platform ideal for testimonial content.

5. Live Streams and Webinars

Live streams and webinars help build trust and brand awareness. LinkedIn Events and Facebook Live are both useful for promoting live events on social media.

According to Buffer’s LinkedIn statistics report, LinkedIn Live video content generates 7x more reactions and 24x more comments than regular videos. During live video content filming, you can answer questions, demonstrate your expertise, and develop a backlog of clips to repurpose into Instagram Reels, YouTube Shorts, and TikTok clips.

6. Thought Leadership and Interview Videos

Thought leadership and interview video content can feature insights from company founders, brand partners, and other experts in your industry.

Video content centered on thought leadership and interviews helps humanize your brand while demonstrating authority. Short-form video clips can generate interest in the longer version and drive traffic to your website or YouTube channel.

7. User-Generated Content (UGC)

User-generated content makes content creators out of even your shyest customers. UGC can effectively incentivize customers to share how they use your products or services.

Repost UGC and credit the creators to build community as you develop your social media marketing strategy. UGC can strengthen your social media presence without requiring additional effort or large expenses.

To summarize:

Creating high-performing videos doesn’t have to drain your time or budget. With the right strategy, tools, and mindset, you can produce professional-looking social media videos that engage your audience and strengthen your brand without spending a fortune.

1. Start with Your Smartphone

Your smartphone can do plenty to boost your social media marketing. You don’t need to buy an expensive or complicated camera.

Focus on lighting, framing, and clarity to make sure your videography skills are solid. According to Lambda Films’ research, 75% of all online video views come from mobile devices. Your smartphone can also be used to edit videos for smaller social clips using free video editing apps.

2. Use Free and Affordable Tools

According to Wistia’s State of Video Report, when making videos, professionals rely on Adobe tools, CapCut, Canva, Descript, and Frame.io the most. Many of these offer free tiers that are more than sufficient for social media content.

Tools like AI video editors and AI video generators are making it easier than ever to create polished content quickly. The media library on your given social media platform can further enhance your visual storytelling.

3. Plan for Repurposing From the Start

Your video reach doesn’t have to be defined by one social media platform alone. Increase engagement opportunities by planning on reusable formats. A single shoot can yield multiple clips and numerous opportunities for content sharing.

According to Wistia’s research, out of the 71% of professionals who resize their videos for different social platforms, over half do it for Instagram. Use tools to adapt your content for each platform’s optimal dimensions and lengths.

4. Batch Record Your Content

Batch recording sessions are a great way to produce consistent content without stressing about time. By having a backlog of content from which to choose, you can make sure your content is always on time and maintains consistency.

Consider blocking out one day per month for video recording, then spend the following days editing and scheduling using social media scheduling tools.

5. Add Text and Captions

According to Lambda Films’ video statistics, 92% of users watch videos with the sound off, especially on social media, and 50% of silent video viewers rely on captions to understand the content.

Text overlays, calls to action, and captions are essential for reaching sound-off viewers. Adding captions increases completion rate by 32%. Most online video editors now include auto-caption features.

6. Always Include a Call-to-Action

Calls to action are vital. No content plan is complete without consistent CTAs. End each of your videos with a clear next step:

• Subscribe to your channel
• Visit your website
• Contact your team
• Download a resource

According to Marketing LTB’s TikTok video analysis, TikToks with a CTA increase conversions by 33%. Don’t let viewers watch and forget. Tell them exactly what to do next.

Platform-Specific Video Tips: What Works Where?

Each social platform has its own personality, audience behavior, and content preferences. To maximize reach and engagement, tailor your video strategy to fit the unique strengths and algorithms of each social network.

LinkedIn Video Best Practices

LinkedIn focuses on collaboration and building connections. Focus on educational and thought leadership content. According to Social Insider’s LinkedIn Benchmarks report, video posts now sit at a 5.60% average LinkedIn engagement rate, scoring a significant increase from 4.00%. It’s no longer about polished production. It’s about real talk, quick hits of value, and content designed to perform inside the feed.

According to Here Now Films’ LinkedIn video statistics, LinkedIn reported a 23% increase in video engagement for videos under 30 seconds. Keep your LinkedIn videos concise and value-packed.

Instagram and TikTok Video Strategies

On these platforms, lean into short-form storytelling, trending sounds, and relatable humor. According to Sprout Social’s video statistics, Instagram users spend 50% of their time on the app watching Reels.

According to Emplicit’s TikTok engagement benchmarks, short-form videos continue to dominate on TikTok, generating 2.5 times more engagement than longer videos. About 66% of marketers say these bite-sized clips are the most engaging form of social content. They also hold viewers’ attention better, with a 60% halfway-watch rate compared to 38% for videos lasting 5 to 30 minutes.

For Instagram, check out the best time to post for maximum visibility. For YouTube Shorts specifically, review the best times to post YouTube Shorts.

YouTube Video Optimization

Mix evergreen tutorials and product walkthroughs to create content that performs well on YouTube. Optimize your titles and descriptions for search using YouTube SEO best practices.

According to HubSpot’s marketing statistics, YouTube has more than 2.5 billion active users. That’s a massive audience you can tap into with properly optimized video content. Consider starting with my guide on how to create a YouTube channel.

Facebook Video Engagement

Use Reels and Live video for community-driven engagement on Facebook. According to Sprout Social’s research, when it comes to keeping up with cultural moments, 51% of consumers prefer Facebook and Instagram while 37% prefer YouTube and TikTok.

Facebook remains powerful for building community around your brand, especially with Live video events.

In summary:

How Do You Measure Success With Social Media Videos?

A successful video strategy is a living process. By consistently measuring performance, analyzing data, and listening to your audience, you can refine your approach for continuous improvement and long-term growth.

Key Performance Indicators for Video

Track metrics that align with your initial goals. By keeping a close eye on how your video production efforts are performing, you can continually refine your approach and see stronger results.

For a deeper understanding of these metrics, review my guides on social media KPIs and how to calculate engagement rate.

Use Platform Analytics to Find Patterns

All major social media platforms provide built-in analytics dashboards. Regularly review this data using social media analytics tools to identify patterns.

Which video formats get the most shares? What topics result in the highest watch time? Which CTAs drive the most clicks? Use these insights to double down on what works and move away from what doesn’t.

Listen to Your Audience Feedback

The comments section is a goldmine of audience feedback. Pay close attention to the questions, suggestions, and reactions your videos receive.

Direct feedback from your audience provides invaluable insight into what they want to see more of. Use audience insights to brainstorm new content ideas and ensure your video strategy remains audience-centric and highly relevant. Social listening tools can help you track broader sentiment.

FAQs About Social Media Videos

Turn Your Social Media Videos Into Business Growth

Social media videos shouldn’t exist just for likes. When planned strategically, they become growth engines that attract leads, nurture trust, and drive conversions. By combining authenticity with consistency, you can turn every post into an opportunity to show expertise and connect with your audience.

From short-form video delivered in snippets on Reels and Shorts to longer-form videos on YouTube and embedded in blog posts, video content is an invaluable way to attract and maintain the interest of your audience.

The more you show up on video, the more familiar and trustworthy your brand becomes. And that’s the foundation for long-term marketing success.

Remember: not all video needs to be highly produced and heavily edited. Even a quick video filmed on an iPhone with good lighting and plenty of heart can go a long way in building your brand and improving your reach. According to Wyzowl’s consumer data, 84% of consumers want to see more videos from brands in 2026. There’s never been a better time to start.

If you’re ready to build a video strategy that drives real results, I’d love to help. For entrepreneurs and small business owners looking to level up their video marketing, join my Digital First Group Coaching Community where we dive deep into practical content strategies. If you’re a corporate marketer seeking strategic guidance, learn more about my Fractional CMO services. And for a broader foundation in digital marketing including video strategy, download a free preview of my book Digital Threads.