Growth, Profit and Sustainability: How Small Businesses are Taking Advantage of Video and What You Need to Know!

10 Jun

Following the successful business model introduced by larger companies, small businesses have gravitated towards the use of internet video as a medium to attract consumers.  Internet videos have proven to be critical to small businesses in their efforts to stay competitive.  Smaller companies have experienced success by producing engaging video content with mass appeal to the Internet audience, allowing them to circumvent larger businesses’ ability to excel in more traditional forms of advertising due to economic inequalities.  Web video presents smaller businesses with ways to brand that they would otherwise not have access to.

Adagio Tea is launching a weekly web series concerning its variety of tea blends, creatively spurring interest among tea drinkers and non-tea drinkers alike as well as strengthening its brand.2 Even the smallest of businesses have been extremely successful in marketing their brand to consumers through the Internet.

Ace of Hearts BBQ Specialties in Kansas City receives calls from across the world praising their video-powered website that features a cowboy giving explanations and advice creating the illusion that the viewer is actually in the store.[1] This web content gives authenticity and personality to their product; something that people in far away places would otherwise not experience.  Examples of praises such as these given to small businesses who provide internet video is evidence of how web video can give any small product or service a competitive edge. Another example of this can be found in the real estate sector.  Real estate companies have improved the perceived value of a home by 6% just by using online video.  In this instance, the use of online video resulted in significant increases in profit margins-which is always a good thing.[2]

Internet video has also proven to be a successful springboard for initial investment as well.  Arin Crumley and Susan Buice documented their frustrations via webcast over their failure to get distribution for their movie, “Four Eyed Monsters.” After gaining a fan base, these web videos’ fan support led to the showing of the film in six cities.2 Regardless of the nature of the business, small business owners are learning everyday that Internet video has the power to heighten any product or service.


[1] Goforth, Alan. “Setting Strategy I Using video can give small businesses a bigger presence.” Kansas City Star 4 May 2009. <http://www.kansascity.com/business/story/1178413.html&gt;.

[2] Robertson, Mark R. “Online real estate videos increase perceived property values.” Reel Seo. 9 Sept. 2008. <http://www.reelseo.com/video-increases-realesate-values/&gt;.

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