One of the most common questions I hear from small business owners is: “Do I really need to be doing video marketing—especially when I already have so much else to manage?” The short answer: YES. Why? Because you can accomplish so much more in a video than you can in a graphic.

As a small business owner, why would someone choose to buy from you instead of Amazon or another industry giant? Because they know who you are. People want to feel connected to the businesses they support. The more they see you, hear from you, and relate to you, the more likely they are to buy from you.

Video is the most engaging format we have to build that connection. It allows people to see your real personality and get to know the real you. The more they see your face and hear your voice, the more they feel like a friend—and the more they want to support you.

Video also gives you an opportunity to demonstrate your values, your approach, and the way you talk about your niche. Especially in a service-based business, how you communicate matters.
Take a personal trainer, for example. If someone is working hard to make peace with their body and wants to build a healthier routine, they are unlikely to choose a trainer who constantly talks about “bikini season” as a motivation tactic. Different people are drawn to different strategies, and it’s important to attract clients whose needs and values align with yours.

How you talk about your niche will attract your ideal customers—and turn them into your biggest fans. When someone starts working with you, it shouldn’t be a surprise what they’re getting. If it is, that often leads to disappointment, bad reviews, and negative word of mouth. Video helps prevent those surprises by giving potential clients a clear sense of who you are and what you stand for before they ever commit.

And finally, one more major upside to video marketing: video is addicting. Think about how much time people spend scrolling through social media. That kind of engagement creates real opportunities for people to get to know you, like you, and trust you. The more video you post, the more chances you create for that connection to happen.

If you’ve been hesitant to show up on video, now’s the time to start. It doesn’t have to be perfect—it just has to be real. The more you show up, the more your audience will too.