Why Most Small Business Video is a Waste of Money
I’ve seen it a hundred times across Brisbane. A local business owner pays a production company five grand for a 'brand story' video. It’s got drone shots of the Story Bridge, slow-motion footage of people shaking hands, and some dramatic music.
It looks beautiful. It also does absolutely nothing for the bottom line.
If you’re running a cabinet-making shop in Brendale or a law firm in the CBD, you don’t need a cinematic masterpiece. You need people to pick up the phone. In the last two years, the game has changed. People don’t want to see your 'corporate values.' They want to see what you actually do, how you do it, and why they should trust you with their hard-earned cash.
Short-form video—videos under 60 seconds shot on a phone—is currently the fastest way to get your business in front of new customers without paying for ads. But if you do it wrong, you’re just a business owner dancing on TikTok for no reason. Let’s talk about how to do it so it actually makes you money.
The "Show Your Work" Strategy
Most business owners overthink what to film. They think they need a script or a stage. You don't. The most effective videos for local services are simply you showing the work you are already doing.
If you’re a landscaper, don't just show the finished garden. Show the mess you started with, the process of laying the turf, and then the final result. This is what we call 'social proof.' It proves you aren't just a guy with a ute and a website; it shows you actually know your trade. When you get customers using proof, your phone starts ringing because the 'trust gap' is already closed.
What to film this week:
The Problem/Solution: "Here is a blocked drain we found in Coorparoo. Here is why it happened. Here is how we fixed it so it won't happen again." The FAQ: Take the last five questions a customer asked you on the phone. Record a 30-second answer for each. The Behind-the-Scenes: Show your team loading the truck or your shop getting ready for the morning rush. It makes you a real person, not just a logo.Don't Buy a Camera (Seriously)
I’ve seen blokes spend $3,000 on a Sony camera and lenses, only for it to sit in the box because it's too complicated to use. Your iPhone or Samsung is more than enough. In fact, if a video looks
too professional on social media, people often swipe past it because it looks like an ad.Raw, authentic video feels like a recommendation from a mate. That’s what gets people to stop scrolling. The only things you might want to spend a few dollars on are: 1. A basic lapel microphone: If people can’t hear you over the wind or traffic, they’ll leave. A $50 mic that plugs into your phone is plenty. 2. Good lighting: Don't film with a window behind you. Stand facing the window so the light hits your face.
Where Should You Post?
This is where most people get confused. Should you be on TikTok? Instagram? Facebook?
For most Brisbane businesses, Facebook and Instagram Reels are the bread and butter. Why? Because that’s where the people with the money are. If you’re a renovator or a mechanic, your target customer is likely 30-55 years old. They live on Facebook.
However, don't ignore YouTube Shorts. YouTube is owned by Google. When you post a video there, it can show up in Google search results when someone looks for your services. We’ve seen local plumbers dominate their suburb just by having three or four helpful YouTube Shorts answering common questions.
You need to decide which platform actually makes money for your specific industry. A fashion boutique in James St will have a very different strategy than a pest controller in Ipswich.
Turning Views Into Bookings
A million views means nothing if your bank account is empty. The biggest mistake I see is 'ghosting' your own audience. If someone comments on your video asking for a price or a location, and you don't reply for three days, you've lost the sale.
Every video should have a 'Call to Action.' That sounds fancy, but it just means telling people what to do next.
"Click the link in our bio to book a quote." "Send us a message to see if we have your size in stock." "Call the number on the screen for emergency repairs."If you’re a retail business, you can even sell products directly through these platforms, making the jump from 'watching a video' to 'buying a product' almost instant.
The Reality of Costs and Time
Let’s be honest: doing this yourself takes time. It’ll take you an hour to film and edit your first few 30-second videos. Once you get the hang of it, you can knock out five videos in an hour once a week.
If you do it yourself: It costs $0, but about 2-4 hours of your time per week. If you hire a pro: A local videographer might charge $500–$1,500 for a batch of short videos. This is worth it if your 'hourly rate' as a business owner is high and your time is better spent on the tools or closing big deals.
How long until you see results? This isn't a 'post once and get rich' scheme. You need to post consistently (2-3 times a week) for at least 90 days. I’ve seen businesses in Morningside go from zero enquiries to a consistent flow of leads just by sticking to a simple video schedule for three months. It builds up like interest in the bank.
What’s a Waste of Money?
Paying for 'Engagement': Never pay a company to get you more likes or followers. They are usually fake accounts from overseas. You want 10 followers in Chermside who want to buy from you, not 10,000 followers in another country who don't know who you are. Over-editing: You don't need fancy transitions, explosions, or heavy filters. If the edit takes more than 10 minutes, you're doing too much.
- Generic Stock Footage: Using videos of random people in offices that aren't yours. People can smell a 'fake' business a mile away. Use your own face, your own shop, and your own team.
What You Should Do First
Tomorrow morning, when you’re at a job site or in your shop, pull out your phone. Record a 30-second clip of one thing you’re doing. Explain what it is and why it matters to the customer. Post it as a Reel on Facebook and Instagram.
Don't worry about it being perfect. The business owner who posts a 'good enough' video today will beat the business owner who is still waiting for a 'perfect' video six months from now.
If you want to grow your business but don't have the time to muck around with phone apps and editing, that’s where we come in. At Local Marketing Group, we help Brisbane businesses get more phone calls and bookings by handling the strategy that actually works. We don't care about 'going viral'—we care about your profit.
Ready to get more customers? Let’s chat: https://lmgroup.au/contact