How SMBs Can Master Short-Form Video
Short-form video has become a dominant medium in digital marketing. With platforms like TikTok, Instagram Reels and YouTube Shorts pulling in massive engagement, marketers are feeling the pressure to keep up. But for small and mid-sized businesses (SMBs), producing high-volume, high-polish video content isn’t always feasible.
That doesn’t mean SMBs can’t win. Members of the CMO Think Tank—a group of marketing leaders across industries—share how authenticity, relevance and strategic storytelling can help smaller brands stand out. The secret isn’t in the gear or production budget—it’s in knowing your message and your audience.
Lead with Realness, Not Polish
“Small businesses don’t need fancy studios or perfect scripts to win on short-form platforms. They need truth,” says Vladimir Lastenko, CMO of AYEP’S. “Audiences scroll past polished ads but stop for something real. Grab your phone. Talk like you would to a friend. Show how you actually solve problems.”
Lastenko emphasizes the power of raw, behind-the-scenes footage and everyday storytelling: “Document, don’t overproduce.” Instead of obsessing over trends, he suggests chasing relevance: “Be useful, be specific, be human.”
“It means being intentional with your content and understanding where your audience prefers to consume it rather than trying to be everywhere.”
Don’t Chase Every Platform—Pick Your Battles
Bill Hobbs, Partner and CCO at Vector, warns SMBs not to spread themselves too thin: “It means being intentional with your content and understanding where your audience prefers to consume it rather than trying to be everywhere.”
According to Hobbs, smart, timely videos that share a clear point of view tend to drive the most meaningful engagement. He recommends avoiding irrelevant trends and instead focusing on “clarity, honesty and intention”—the foundations for content that moves the needle.
Relevance Beats Flash
“Short-form video rules because people decide within seconds—often less than two—whether something is worth their attention,” says Daryl Travis, Founder and Chairman at Brandtrust. That’s affirmed by research across industries, all underscoring the importance–and brevity–of first impressions.
Travis believes slick, overproduced content often triggers skepticism: “Their internal BS meters are on high alert.” What works instead? Raw, simple stories that matter to the audience. “Relevance is everything. Connection is the goal,” he says. Marketers should start with what their audience cares about, not what they as marketers want to promote.
“Relevance is everything. Connection is the goal.”
Create Value with Consistency
Boris Dzhingarov, CEO of ESBO, underscores the power of practical, personal storytelling. “At ESBO, we advise clients to focus on story-first content: show real people, behind-the-scenes moments or quick tips that solve a real problem.”
He suggests leveraging native video features like text overlays and captions to make posts feel timely and informal. “One effective strategy is turning FAQs or customer feedback into short video answers,” he says. This creates a feedback loop between brand and audience while keeping content fresh.
Key Takeaways for SMB Marketers
- Be real, not perfect. Unpolished videos often feel more human and engaging.
- Focus on fewer platforms. Pick the platforms where your audience is active.
- Make value obvious. Tie content to audience concerns, not your own goals.
- Use what you have. A smartphone and good storytelling go a long way.
- Repurpose existing material. Turn reviews or common questions into videos.
Smart Video Strategies for Growing Brands
In a world saturated with artificial intelligence (AI)-generated content and algorithm-chasing campaigns, what stands out is human connection. As these CMO Think Tank members make clear, short-form video success for SMBs isn’t about being everywhere or having the highest production value. It’s about making something real, useful and true to your brand.
Whether it’s a casual behind-the-scenes clip, an unscripted product tip or a customer story told with heart, when you lead with intention and speak directly to your audience, you cut through the noise and build trust that lasts.
