Video marketing on a small budget
You don't need a film crew to use video well. A phone, good light, clear sound and a plan will get you most of the way. This guide covers which videos to make first, how to film and edit them cheaply, the rules on music and disclosure, and how to get them seen.
In short
- Start with videos that answer real customer questions or show your work - they keep working for months.
- A recent smartphone is enough. Sound and light matter more than the camera.
- You need permission to use music, and to film customers or staff. "Found it online" isn't permission.
- Add captions - many people watch with the sound off, and captions make videos accessible.
- Paid or gifted promotions by creators must be clearly disclosed, and testimonials must be genuine.
Which videos to make first
Don’t start with a polished “brand video”. Start with the videos customers already want:
| Video type | What it is | Good for |
|---|---|---|
| Answers to common questions | 1–3 minutes answering one question you’re asked all the time | Search, your website, building trust |
| How-to and demonstrations | Showing how to use, fix, choose or care for something | Products, trades, services with a process |
| Your work, before and after | A finished job, a transformation, a time-lapse | Trades, cleaning, beauty, design, landscaping |
| Behind the scenes | How you make, prepare or deliver what you sell | Food, makers, any business with a craft |
| Customer stories | A real customer explaining the problem and the result | Higher-priced services, B2B |
| Meet the team | Who you are and why you do it | Local and personal services |
Make a list of the 10 questions customers ask most. That’s your first 10 videos.
Planning a video in five minutes
Before you press record, write down:
- Who it’s for: one type of customer.
- The one thing they should know or do after watching.
- A hook: the first 3 seconds, stating the problem or showing the result.
- Three key points, at most.
- The call to action: call, book, visit the website, or simply “follow for more”.
Write bullet points, not a full script, so you sound natural. For longer videos, a shot list (what you’ll film, in what order) saves time on the day.
Filming on a phone
Sound first. Viewers forgive average pictures but switch off at bad sound.
- Use a clip-on (lapel) microphone that plugs into or connects to your phone. It’s the best value upgrade you can buy.
- Film somewhere quiet, away from traffic, air-conditioners and echoing rooms.
Then light.
- Face a window, with the light in front of you, not behind.
- Outside, open shade beats harsh midday sun.
- A small LED light helps for indoor work.
Then the shot.
- Clean the lens.
- Use a tripod or stand. Shaky footage looks careless.
- Film vertically (9:16) for short-form social video, and horizontally (16:9) for YouTube and your website. If you need both, film horizontally with space around you so it can be cropped.
- Use the back camera where you can; it’s usually better than the front one.
- Record a few seconds of extra footage at the start and end of each shot to make editing easier.
Talking to camera. Look at the lens, not the screen. Talk as if you’re explaining to one customer. If you stumble, pause and start the sentence again; you’ll cut the mistake later.
Editing without the expense
- Free and low-cost editing apps on phones and computers can handle trimming, captions, music and titles. Many social platforms also have built-in editors.
- Cut hard. Remove pauses, repeats and anything that doesn’t serve the one point.
- Put the best part first. Many viewers decide in the first few seconds.
- Add your logo or name at the end, not a long intro at the start.
- Keep a simple, consistent look: the same fonts, colours and opening style across videos.
Captions and accessibility
- Always add captions. Many people watch with the sound off, especially on phones, and captions make your videos accessible to people who are Deaf or hard of hearing.
- Most platforms and editing apps can generate captions automatically. Check and correct them, especially names, places and technical terms.
- Make sure any text on screen is large, high-contrast and on screen long enough to read.
- For your website, add a short written summary or transcript under each video. It also helps search engines and AI assistants understand the page. See SEO and GEO.
Music, permissions and the rules
Music. Using a song in a business video usually needs permission from the copyright owners. APRA AMCOS explains that businesses generally need a licence to copy music or make it available online, and that “royalty-free” music doesn’t always mean licence-free. To stay safe:
- Use music from the licensed library inside the platform you’re posting to, and check its terms allow business use.
- Or use a production music or stock music library, and keep a copy of the licence.
- Never assume a song is fine because other people use it.
People. Get written permission before featuring customers, staff or members of the public in a video, and before filming at someone else’s home or workplace. Be especially careful with children: get a parent or guardian’s consent. Avoid showing private information (addresses, number plates, documents) in the background.
Claims. Everything a video says or shows about your products, prices and results must be accurate. The ACCC is clear that this applies to every communication by a business, including social media.
Testimonials and creators. Customer testimonials must be genuine and unedited in a way that changes their meaning. If you pay or gift products to a creator or influencer, the post must clearly say so. In March 2026, the ACCC fined an online business after it told influencers not to disclose free products and edited out negative comments from a review.
Where to post
- Your website: on the relevant service or product page, where it helps people decide. Host it on a video platform and embed it, so your site stays fast.
- YouTube: the best place for how-to and question videos people search for. Use a clear title that matches the question, and a description with a summary and link.
- Short-form social video (Instagram, Facebook, TikTok, YouTube Shorts): behind the scenes, before and after, quick tips. See Social media marketing for small business.
- LinkedIn: expertise and customer stories for business-to-business firms.
- Email: a thumbnail image linking to the video often lifts clicks. See Email marketing that people read.
- Quotes and proposals: a short personal video explaining a quote can set you apart.
One video can become several pieces: a full version for YouTube, a short cut for social media, a still image for email, and a written summary for your website.
Paying to promote video
A small budget behind your best-performing video, targeted to your local area or ideal customer, often works better than spending on new production. Start with a few days at a low daily budget, see what it costs per enquiry or click, and only scale what works. See Advertising options for small business compared.
What to measure
- Retention: how long people watch. If most leave in the first few seconds, fix the hook.
- Actions: clicks to your website, calls, bookings and enquiries.
- Questions: comments and messages asking about your service.
- Search: views coming from search, which keep growing over time.
Ask new customers if they’ve seen your videos. You’ll often be surprised. See Measuring marketing.
A simple monthly routine
- Week 1: pick four questions or jobs to film; write bullet points.
- Week 2: film them in one session (change your shirt between videos if you like).
- Week 3: edit, add captions and schedule them.
- Week 4: check results, reply to comments and plan next month.