The Great Video Debate: Are You Wasting Your Time?
If you’re running a business in Brisbane—whether you’re a sparky in Coorparoo, a cafe owner in Paddington, or a mortgage broker in the CBD—you’ve likely felt the pressure to start making videos.
You’ve heard the stories. “My cousin’s mate started a TikTok and now he’s booked out for six months.” Or, “YouTube is the new TV, you’ve got to be on Shorts.”
But here is the reality: most small business owners I talk to are absolutely exhausted by the idea of social media. You’re already working 10-hour days. The last thing you want to do is spend your Sunday night editing videos on your phone, only to get three likes from your mum and a bot account.
I’ve seen dozens of local businesses pour hours into the wrong platform, chasing "views" that never turn into bank deposits. It’s frustrating, it’s a time-sink, and frankly, most of the advice out there is rubbish written by 22-year-old "influencers" who don't understand how a real business works.
Today, we’re going to settle the debate. TikTok vs. YouTube Shorts. Which one will actually put money in your pocket? Which one is a waste of your precious time? And most importantly, how do you do this without looking like a fool?
Myth #1: You Need to Be a Professional Editor
Let’s kill this one right away. You do not need a film crew. You do not need a $5,000 camera. In fact, if your videos look too professional, people will scroll right past them because they look like an expensive TV ad.
People in Brisbane value authenticity. They want to see the face of the person coming to fix their roof or the actual food being cooked in the kitchen. A shaky, 15-second clip of you explaining a common problem is infinitely more valuable than a polished corporate video that says nothing.
If you want to get more customers using video, your phone is more than enough.
TikTok: The Slot Machine of Marketing
TikTok is like a poker machine. It’s addictive, it moves fast, and every now and then, you hit the jackpot.
The Good News: TikTok is incredible at showing your content to people who don't know you yet. Its system is designed to find an audience for every video. If you’re a local florist and you post a video of a unique bouquet, TikTok will find people who like flowers. It doesn't care if you have zero followers.
The Bad News: TikTok is global. You might get 50,000 views on a video, which feels great for the ego, but if 49,000 of those people live in London and New York, they aren't going to buy a coffee from your shop in Chermside.
Will it make you money? Yes, if you focus on "Local TikTok." This means mentioning Brisbane, using local landmarks, and talking about local problems. It’s a great way to turn followers into customers if you stay focused on your service area. But be warned: the "fame" on TikTok is fleeting. You’re only as good as your last video.
YouTube Shorts: The Slow Burn That Wins
YouTube Shorts is Google’s answer to TikTok. While it looks the same, the way it works for your business is completely different.
The Hidden Advantage: YouTube is owned by Google. When someone in Brisbane searches Google for "how to fix a leaking tap," guess what shows up? YouTube videos. TikTok videos rarely show up in Google search results in the same way.
The Longevity: A TikTok video usually dies after 48 hours. It vanishes into the void. A YouTube Short can keep getting views for months or even years because people search for it.
Will it make you money? YouTube Shorts is often better for professional services (lawyers, accountants, real estate agents) and tradies. Why? Because you can answer specific questions. If you’re a mechanic and you make a Short about "3 signs your brakes are failing," that video will keep working for you long after you’ve posted it.
The "Viral" Trap: Why Views Don't Pay the Mortgage
I’ve had business owners come to me upset because their video "only" got 300 views.
I always ask them: "If 300 people walked into your shop today, would you be happy?"
They usually go quiet.
In marketing, we call this the difference between "vanity" and "sanity." Vanity is a million views from teenagers in another country. Sanity is 50 views from people in your local suburb who need your help.
Stop wasting time on likes and start focusing on enquiries. A video that gets 100 views but results in two phone calls is a massive win. A video that gets 10,000 views but zero calls is a hobby, not a business strategy.
Comparison: TikTok vs. YouTube Shorts
| Feature | TikTok | YouTube Shorts |
|---|---|---|
| Audience Age | Mostly 18-34 (but growing) | Everyone (it's inside YouTube) |
| Lifespan | Very short (1-2 days) | Long (months/years) |
| Searchability | Low (hard to find old videos) | High (shows up in Google) |
| Effort | High (needs trends/music) | Medium (educational works best) |
| Local Reach | Good, but hard to control | Excellent via Google search |
Which One Should You Choose?
If I were sitting down for a beer with a mate who just opened a landscaping business, here is what I’d tell them:
1. Choose YouTube Shorts if: You provide a service where people have questions. If you’re an expert in something, YouTube is your best friend. It builds trust. When someone sees you explaining a problem on YouTube, they feel like they know you before they even call.
2. Choose TikTok if: Your business is visual or "vibe" based. Cafes, fashion boutiques, hair salons, and pet groomers do incredibly well here. It’s about the look and the feeling of your brand.
3. The Secret Third Option: Do both. You’re already filming the video. It takes 30 seconds to post the same clip to both apps. Don't overthink it.
What Should You Post? (The 3-Step Formula)
You don't need a script. Just follow this formula for every video:
The Hook (0-3 seconds): State the problem. "Is your aircon making a weird noise?" or "The best steak sandwich in North Brisbane." The Meat (10-40 seconds): Show the solution or the product. Show the steak sizzling. Show the dirty aircon filter being cleaned. The Call to Action (The last 5 seconds): Tell them what to do. "Link in bio to book," or "Visit us in Geebung this weekend."
How Much Will This Cost?
If you do it yourself? $0.
All you need is your smartphone and a quiet room. If you want to get fancy, buy a $30 lapel microphone from Amazon to make your voice sound clearer. Good sound is more important than good video.
If you hire an agency? Expect to pay anywhere from $500 to $2,000 a month depending on how much filming and editing they do for you. For most small businesses starting out, I recommend doing it yourself for a month just to find your voice.
How Long Until You See Results?
This isn't an overnight fix. If you post one video and expect the phones to ring off the hook, you're going to be disappointed.
Marketing is like going to the gym. You don't get a six-pack after one workout.
Month 1: You'll feel awkward. Your videos will be a bit clunky. You might get a few comments. Month 2: You’ll get faster at making them. You’ll notice people mentioning the videos when they come into your shop. Month 3: This is where the momentum starts. You’ll have a library of videos working for you 24/7.
The Biggest Mistake to Avoid
Don't try to be a "content creator." You are a business owner.
I’ve seen builders spend four hours a day trying to dance for TikTok trends. It’s painful to watch and it doesn't sell decks. Your customers don't want to see you dance; they want to see that you know how to build a straight wall and that you show up on time.
Keep it professional, keep it helpful, and keep it local.
Summary: Your Action Plan
If you’re ready to start, here is what you should do this week:
1. Pick one platform. If you're a tradie/pro service, go YouTube. If you're retail/hospitality, go TikTok. 2. Film three videos. Don't edit them yet. Just film yourself answering the three most common questions customers ask you. 3. Post them. Don't worry about the perfect caption or the perfect hashtags. Just get them up there. 4. Repeat. Aim for one video a week. That’s it.
Marketing doesn't have to be a mystery. It’s just about getting your face and your expertise in front of the right people. Both TikTok and YouTube Shorts are incredible tools for doing that—as long as you don't get distracted by the bells and whistles.
Need help getting your phone to ring?
At Local Marketing Group, we don't care about being "internet famous." We care about getting you more enquiries and more sales. If you want a no-nonsense approach to growing your Brisbane business, let’s have a chat.