6 Hacks to Use Video to Build Credibility as a Small Business

Let us face it. Surviving in the 21st century as a small business is painstaking.

First, you have to fiercely battle larger brick-and-mortar brands with many times your marketing budget.

And just when you thought you had secured your prospects from such physical rivals, an online competitor emerges from thousands of miles away, wooing your prospects with mouthwatering discounts and home delivery.

Exhausting, isn't it?

Given the nerve-rattling competitiveness of today's business environment, you want to build strong brand credibility.

This is a reputation of excellence and legitimacy as a small business to deliver the solutions you promise. There is no arguing that such credibility facilitates trust, making prospective clients more open to doing business with you.

Now in a world where people want to see before believing, what better way to build your credibility as a small business than with strategic video marketing?

The power of video in today's marketing for small businesses

Here is the unenviable reality of being a small business.

First, you don't have the marketing budget to keep your brand on the eyeballs of your prospects all day as the likes of Coca-Cola and Apple would!

Secondly, when you manage to get the attention of your prospects, there is a mountain of buyer objections to overcome since your brand doesn't boast the global renown of bigger brands.

Given such constraints, video represents your best bet in sending your brand message as memorably as possible.

Admit it, we all love video!

It is why Avengers Endgame grossed over $500 million (in the US alone) in just eight days of being released.

Such affinity for video also translates to your customers, with a well-crafted brand video aggressively boosting their trust in you as a small business.

Of course, we have got the numbers to support this.

An insightful survey we carried out revealed that 50% of consumers agree seeing videos from a small business would make them more likely to patronize that business, while only 16% disagreed with that statement.

importance-of-video-small-business-statistic

THe Role of AI in Video marketing

In 2025, artificial intelligence has become an indispensable tool for small businesses looking to streamline their video production. AI-powered software can assist in every stage of the process, from generating script ideas and creating engaging hooks to automating video editing and adding professional-grade subtitles.

These tools enable small business owners to produce high-quality, polished videos without needing extensive technical skills or a large budget. By leveraging AI, businesses can not only save time and resources but also ensure their content is optimized for modern audiences.

More than 85% of small businesses see increased productivity, effectiveness, and growth from AI usage.

Furthermore, AI helps businesses understand what content resonates with their target audience. Advanced analytics tools can analyze viewer data to identify trends, predict which types of videos are most likely to perform well, and suggest personalized content strategies.

AI can also be used to create personalized video messages for customers, enhancing engagement and building stronger relationships. This shift from one-size-fits-all content to data-driven, personalized video strategies is crucial for building credibility and staying competitive in the 2025 digital landscape

6 hacks to use video to build credibility

Alright, in this section, we will save you valuable resources and time spent in experimentation by educating you on test-and-proven hacks for boosting your brand credibility via video.

Tell a compelling story that resonates with your audience via video

Videos with compelling and relatable storylines tend to capture the attention of your prospects faster, even making your video more memorable.

According to a renowned psychologist, Jerome Bruner, humans are 22 times more likely to remember a fact when it is presented in a compelling story.

Go beyond simple storytelling and integrate interactive elements. Use features like polls, Q&A stickers, and "link in bio" calls-to-action in your videos to encourage direct engagement.

The focus should be on creating a two-way dialogue, not just a one-way narrative. Consider formats like live streams or "behind-the-scenes" videos that give a more personal and unscripted look at your business.

Refinery29's Turn It Into Art video campaign is a noteworthy example of how a small business disrupted its industry with a brand video built on an emotion-evoking storyline.

The video presented Refinery29's 29Rooms as more than regular events, promising an excitement-laden immersive experience for people who buy tickets.

Most notably, the video challenged viewers to break free from stereotypes and celebrate what separates them from the crowd.

By encouraging viewers to feast on their uniqueness, the video's story strikes a strong note with creatives who were its targeted audience.

Maximize video-based case studies to emphasize expertise

It is no longer news that many businesses today exaggerate the results they deliver. With such fake-it-till-you-make-it culture becoming entrenched among small businesses, buyers want proof of your capacity to deliver.

Video-based case studies are exceptionally effective ways to demonstrate your business's capacity, boosting the trust the customer has in.

These are videos where a real-life customer educates the audience on your solution's value and how well it changed the game for them.

Duda, a professional website builder, provides a great example of a credibility-boosting video in their case study with Amir Ghorbani, Co-Founder & CEO of Moovs.

Amir explains his company doubled its customer base and annual recurring revenue (ARR) in barely seven months by offering websites (designed with Duda) to their customers.

The case study establishes Amir's situation, pain point, and how Duda practically solved his problem.

As you can see, the key is authenticity. Instead of highly produced testimonials, focus on raw, genuine customer stories. Encourage customers to submit their own video testimonials using their smartphones.

You can also feature these in a "customer spotlight" series on platforms like Instagram Reels or TikTok, which prioritize user-generated and informal content.

Leverage explainer videos to visually explain your service's unique selling proposition

Explainer videos are incredible marketing tools to present your brand's peculiarity to customers. Explainer videos save customers the labor of racking their brains trying to imagine your solution.

A compelling explainer video presents your brand's unique selling point concisely, strikingly, and memorably. Explainer videos are even more helpful for small businesses selling technical products.

Very few have the tolerance for reading through an intimidating heap of text explaining your product functionality. Come on; these guys have blockbusters to enjoy on Netflix!

Show them what your brand offers quickly in a compelling explainer video, just like Panaroma9 does in this exciting explainer video.

The explainer video presents IT-man in a 1980-game animation style solving a company's IT administrative bottlenecks with Panorama9.

This video captivatingly presents Panaroma9's technical strengths, weaving in a storyline that every IT admin can relate to.

Use influencer marketing videos to facilitate trust-building and market adoption

Celebrities command massive influence among their fans. Businesses are now harnessing such influence to boost their brand credibility.

Imagine a Dwayne-Johnson fanatic watching a video of Dwayne (The Rock) Johnson recommending your brand. Immediately, their adoration of The Rock translates into an animated trust in your brand.

Influencer marketing videos are some of the most effective inorganic channels to boost brand credibility and supercharge sales.

Move beyond just micro-influencers and explore niche creators. Look for creators who have a deep, loyal connection with a specific audience, even if their follower count is lower.

The focus is on finding a partner whose values and audience align perfectly with your brand. Also, consider long-term partnerships rather than one-off posts to build more genuine credibility over time.

@jeilalou love these accessories from @danielwellington #DanielWellington #DWPhilippines #DWinPH ♬ original sound - Kidd Hussein - mr. bacon head

By tapping into the credibility these influencers have built with their communities on Tiktok, Daniel Wellington transforms from a brand the influencer's audience has never heard about to a brand they can trust.

However, as a small business, your pockets are unlikely deep enough to afford the legendary likes of Dwayne Johnson posing with your product with all those delectable abs.

You could go with micro-influencers as well. This works excellently when you have a significantly niched product with a very streamlined market.

Deploy user-generated video content like testimonials

User-generated video content loosely encompasses video reviews and testimonials, social media videos, video blogs, and video surveys, all from your customers.

Implement a strategy to solicit and repurpose user-generated content actively. Create a specific hashtag for your brand and encourage customers to share their experiences. Run contests or challenges that incentivize video creation.

You can then use tools to easily find and repost this content, giving credit to the original creators and building a community around your brand.

Little wonders businesses enjoy 29% higher web conversions when they integrate user-generated content in their campaigns—compared to when they don't.

Utilize relatable and fun social videos to add "humanness" to your brand

Lean into trending audio, memes, and challenges on platforms like TikTok and Instagram Reels. The goal is to show that your brand is current and understands internet culture. Authenticity is crucial here; don't force a trend that doesn't fit your brand's voice.

The "human" element should come from showing the real people behind the business and their personalities, not just a polished corporate persona. This helps your brand stay longer in your customer's memory, making your brand their first point of call when they need services related to your industry.

The D2D University made the best of such fun and relatable social videos in a collaboration with Lotusbrains Studio, an animation company that boosts sales with funny marketing videos.

The funny video hilariously demonstrates the rigors of door-to-door sales reps and the rejection they suffer from homeowners and how the D2D University solves that.

In conclusion

While the core principle of using video to build credibility remains constant, the methods have evolved significantly. In 2025, authenticity, interactivity, and a platform-specific approach are paramount. Small businesses must move beyond simply creating content and focus on fostering genuine connections with their audience.

By embracing these tips, you can ensure your video strategy not only builds trust but also keeps your brand relevant and memorable in an ever-changing digital landscape. Remember, the goal isn't just to be seen—it's to be trusted.

Editor's Note: This blog was originally published in 2022 and has been updated to reflect current market trends and data.