Video marketing uprising: how video content engages small businesses
If you spend even a few minutes looking at marketing trends, there’s one you’ll see repeated time and again – that video marketing is here and now. Whether it’s through explainers and testimonial videos on websites or short video ads on social media, businesses everywhere are turning to video content marketing to quickly grab their customers’ attention and deliver information.
Video marketing is a particularly strong asset for selling white label digital products to small businesses. That’s because product videos are capable of not just showing what products can do but also how easy and valuable they are to use. With that in mind, we’ve recently invested much more heavily in offering video assets to our partners to help them market BaseKit’s white label software to small business owners.
The strength of video content marketing is easy to see
According to Statista, an estimated 3.37 billion internet users – that’s approximately 41% of the entire global population – watched online video content at least once a month in 2022. Meanwhile, the average time spent consuming online videos in 2019 was 100 minutes a day.
Of course, not all of those videos will have been marketing content from businesses, but marketing still accounts for a significant portion. A 2022 report by video agency Wyzowl found that 96% of respondents had watched explainer videos to learn more about a product or service, and 89% were convinced to buy a product after watching some kind of demo or educational video.
Video content is almost tailor-made for a time poor audience
Customers respond to video because it’s such an incredibly powerful marketing tool.
One important factor to note is video’s versatility. If you produce explainer videos or tutorials for your content, you can of course host those videos on your website, but that’s far from the end of your video marketing strategy.
That same video can be embedded into educational blogs, distributed to customers via email campaigns, and shared on every social media platform – giving you potentially far more uses from one piece of content than you’d have from something purely text or image-based.
There’s also the habits of the people you’re trying to reach – something that’s essential to think about with the small business market. Small business owners are often time poor, spending not just their 9–5 working day on their business, but often their free time as well. Even if they aren’t still working after hours, they’re unlikely to want to spend what little downtime they do have digging through intensive marketing content.
Video content is almost tailor-made for a time poor audience. A small business owner can watch a short video laying out the features of a new digital tool when they only have two or three minutes to spare.
Using video to speak to small business customers
In the tech world, we know how important clarity around a product can be – if customers don’t instantly know what a tool like a website builder can do or how they’re going to use it, it’s going to be an uphill struggle to get them interested.
That’s especially true when those customers are small business owners. When running a business occupies so much of their time and attention, they’ll only be interested in digital products if they can understand their function and value quickly.
That’s why we’ve invested in developing white label video assets for our partners. We’ve produced a video showcase for each of our three products – our white label website builder, booking system and e-commerce store – showing three small business owners using the platform in their day-to-day business operations.
Each one follows the narrative of showing how easy it is for small business owners to use our white label platform and build their online presence. It also showcases their emotion when they receive their first online booking alert or grow their business via their website and store. That’s combined with an overlay of the product interface, so that potential customers can see how it’s made possible through a streamlined, intuitive user experience.
These are white label assets, so the videos aren’t branded at all. Our partners can apply their own branding as they need to. The interface overlays can also be done in different languages and simply dropped into the assets. All this means our videos can quickly become your videos advertising your platform.