The ROI of Video: Why It’s Worth the Investment for Small Businesses
When you’re running a small business, every dollar matters. So it’s fair to ask: is video really worth the investment?
The short answer? Absolutely. But not just because it looks good. A well-produced video can build trust, clarify your message, and keep working for your business across multiple platforms, often for years. Here’s what we’ve seen firsthand.
What “ROI” Actually Means with Video
Return on investment (ROI) with video isn’t just about likes or views. It’s about the value your video brings to your business, how clearly it represents your brand, how it positions you in the mind of your customer, and whether it leads to action.
A strong ROI means:
Someone who didn’t know you now understands your business.
Someone on the fence now trusts you enough to take the next step.
Someone who forgot about you is reminded to come back.
Yes… Video Is Worth It (Even on a Limited Budget)
Video might seem like a luxury, but for small businesses, it’s one of the most effective tools you can use.
Here’s why:
Video is more engaging than almost any other medium.
It holds attention longer and builds a stronger connection.
If done right, a video can be used for years and across multiple platforms; making it incredibly cost-effective.
How Video Builds Trust with Potential Customers
Trust is earned, and video accelerates that process.
Testimonials show real people who’ve had positive experiences.
Behind-the-scenes content lets viewers see how you do what you do.
Brand videos give potential customers a face, a voice, and a vibe to associate with your business.
Whether you’re showcasing how your products are made or letting someone speak to their experience working with you, video helps people feel more confident in choosing you.
What Types of Videos Deliver the Best ROI?
Not all videos are created equal, but some types consistently deliver great results for small businesses:
Brand Videos – Introduce your business and highlight what makes you unique.
Testimonial Videos – Let happy clients do the talking.
Behind-the-Scenes – Show your process and humanize your brand.
Explainer Videos – Clarify your services in a visual, accessible way.
We’ve seen local businesses get huge value out of these formats, especially when repurposed creatively.
How Long Does a Video Stay Useful?
It depends, but in many cases, 1–3 years is a safe benchmark.
We’ve had clients use the same core video for multiple years, only updating a few scenes to keep things fresh. That kind of longevity is hard to beat with any other content format.
One Video, Many Uses
A single video can be used:
On your website
In email campaigns
Across social media
On YouTube
In paid ads (Google, Meta, Hulu, Roku)
At trade shows
In your physical store
Even on live TV or in movie theaters
We help our clients strategize the best way to use each video to get the most value from it.
What Results Have We Seen?
One of our favorite examples is from a local client who sells Thanksgiving pies. He’d been doing it for decades, but the year we helped him create a cinematic, story-driven brand video for it?
He had the highest pie sales in over 30 years.
That’s the kind of ROI we’re talking about, not just numbers, but real results that move the needle.
DIY vs. Hiring a Video Team
Could you film something on your phone? Sure. But here’s what you get with a professional video partner:
High-end equipment (lighting, audio, cameras)
Scriptwriting and storyboarding
Direction and talent coaching
Professional editing and color grading
Brand-focused messaging and delivery
We’ve done this many times before, and we bring strategy to the table; so your video isn’t just beautiful, but purposeful.
How Video Clarifies Your Brand Message
When we help you craft a 30-second spot, every second counts.
We’re intentional about:
What’s said (and what’s left out)
What’s shown visually
The tone, pacing, and emotional arc
Professional video removes the fluff and sharpens your message, so viewers walk away knowing exactly who you are and what you stand for.
Not Just for Online
Video isn’t just for Instagram and YouTube.
You can:
Play it on screens in your store
Use it at trade shows
Include it in pitch decks or proposals
Send it in email blasts
Even loop it as ambient content for foot traffic
One of our clients loops a behind-the-scenes baking video in his shop, and customers literally stop and watch. It creates an experience.
Nervous About Being on Camera? That’s Normal.
If you’ve never been on camera or don’t know what to say, don’t worry. That’s what we’re here for.
We can provide professional actors if you’d rather stay behind the scenes.
We’ll work with you on scriptwriting and prep.
We make sure you’re comfortable and confident on filming day.
Or skip the camera entirely and let us tell your story with visuals, voiceover, and cinematic b-roll.
Ready to See the ROI of Video?
If you’re a small business owner who wants to:
Build more trust
Clarify your message
Reach new audiences
And create something you’re proud of…
Video might just be the best investment you make this year.
Frequently Asked Questions about Video ROI for Small Businesses
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ROI stands for “Return on Investment.” In video marketing, it refers to the measurable results a business gets (such as sales, leads, or brand awareness) compared to the cost of creating and promoting the video content.
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Yes, videos help small businesses stand out, explain complex services clearly, and build trust. A well-produced video often converts better than text or images alone.
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Start with your goal (views, leads, sales, engagement) and track performance using tools like Google Analytics, YouTube Insights, or your CRM. Then compare the results to the production and distribution costs.
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It depends on your goals and production needs. Professional videos range from a few hundred to several thousand dollars, but you don’t need to break the bank to see real results.
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Explainer videos, product/service demos, and testimonials often yield strong ROI because they directly address buyer questions and build credibility.
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Some videos generate immediate engagement, while others (like evergreen explainers or brand videos) pay off over months. ROI grows over time, especially when videos are reused across platforms.
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A series of smaller, targeted videos often offers better ROI than one high-budget video. It allows you to test messaging and reach customers at different stages of the buyer journey.
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Videos increase time-on-page, reduce bounce rates, and can appear in Google search results. Optimized titles, descriptions, and transcriptions help search engines understand your content.
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Start with where your audience is; YouTube, Instagram, Facebook, and your own website. Each platform has different strengths depending on your industry and goals.
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Absolutely. A single video can be edited into clips, reels, stories, and even blog content. Repurposing boosts ROI by extending the life and reach of your investment.
