In today’s digital landscape, short-form video is the most powerful tool an Australian small business owner has to reach new customers without spending a cent on advertising. Whether it’s Instagram Reels, TikTok, or YouTube Shorts, these bite-sized clips allow you to showcase your brand’s personality, build trust, and tap into algorithms that reward creativity over follower count.
Why Short-Form Video Matters
For local businesses in Brisbane and beyond, video content isn't just a trend; it's where your customers are spending their time. A single viral video can put your shopfront or service in front of thousands of local leads overnight. The beauty of this format is that you don't need a Hollywood budget—you just need a smartphone and a strategy.Prerequisites: What You’ll Need
Before you start filming, ensure you have the following:- A Smartphone: Any modern iPhone or Android with a decent camera.
- Good Lighting: Natural sunlight from a window is best, or a basic LED ring light.
- An Editing App: CapCut (highly recommended), InShot, or the native Instagram/TikTok editors.
- Microphone (Optional): Plug-in lapel mics are great, but your phone's mic works if you are in a quiet room.
- A Content Idea: Something that provides value, entertainment, or education.
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Step 1: Identify Your Niche and Goal
Before hitting record, ask yourself: What is the purpose of this video? Are you trying to show off a new product, explain a complex service (like how an ABN works for contractors), or simply show the 'behind the scenes' of your Brisbane warehouse? Viral videos usually fall into three categories: Educational, Entertaining, or Relatable. Pick one and stick to it for the duration of the clip.Step 2: The "Hook" Strategy
The first 3 seconds are the most critical part of your video. If you don't stop the scroll immediately, the algorithm will stop showing your content.- Visual Hook: Fast movement or a text overlay that asks a burning question.
- Verbal Hook: Start with "The secret to..." or "Stop doing [X] if you want [Y]."
- Screenshot Description: You should see your main subject in the centre of the frame with a bold, high-contrast text bubble at eye level that states the video's value proposition.
Step 3: Scripting for Retention
Keep it tight. For a 30-second video, every word must earn its place. Use the 'Value Sandwich' method:- Hook (3 seconds)
- The Meat (20 seconds of tips or demonstrations)
- The CTA (7 seconds telling them what to do next)
Step 4: Setting Up Your "Studio"
Find a quiet space with plenty of light. Face the light source (never have a bright window behind you, or you’ll be a silhouette). Position your phone at eye level.Pro Tip: Clean your camera lens with a microfiber cloth or your shirt before filming. You’d be surprised how much 'fingerprint grease' blurs your quality!
Step 5: Filming in Vertical (9:16)
Always film vertically. While horizontal video is great for TV, short-form platforms are designed for mobile users. Ensure you leave 'safe zones' at the top and bottom of the frame—don't put important text or your face at the very bottom where the caption and music credit will cover it.Step 6: Recording Multiple Takes
Don't try to film the whole video in one go. Record your script line by line. This makes it easier to edit out 'umms' and 'ahhs' later and allows you to change your camera angle slightly between shots, which keeps the viewer’s eyes engaged.Step 7: Editing for Pace in CapCut
Open CapCut and import your clips. The goal here is 'Zero Dead Air.'- Trim the start and end of every clip so there is no silence before or after you speak.
- Use 'Jump Cuts'—where the video suddenly zooms in slightly on a key point—to add emphasis.
- Screenshot Description: In the CapCut timeline, you should see many small segments pushed tightly together with no gaps in the audio waveform at the bottom.
Step 8: Adding Captions (Subtitles)
Many Australians watch videos on public transport with the sound off. Adding captions is non-negotiable. In CapCut, use the 'Auto-Captions' feature. Once generated, style them with a clear font (like 'The Bold Font') and ensure they are positioned in the middle of the screen.Step 9: Choosing Trending Audio
Platforms like Instagram and TikTok prioritise videos that use trending sounds. Look for the small 'rising arrow' icon next to a song name.- Warning: If you are a business account, ensure you use 'Commercial Library' sounds to avoid copyright strikes or having your video muted.
Step 10: Writing an SEO-Optimised Caption
Your caption shouldn't just be emojis. Use keywords that your Brisbane customers might search for.- Example: "Best coffee in South Brisbane? Come check out our new seasonal blend..."
Step 11: Choosing a Custom Cover Image
Don't let the app pick a random frame where your eyes are closed. Select 'Edit Cover,' choose a flattering frame, and add a 'Title' overlay. This ensures your profile grid looks professional and organised when people visit your page.Step 12: Engage Immediately After Posting
The first hour is crucial. When people comment, reply to them immediately. This signals to the algorithm that your post is generating conversation, which triggers the 'viral' engine to show it to more people.---
Common Mistakes to Avoid
- The 'Salesy' Trap: If your video feels like a TV commercial, people will swipe away. Make it feel like a person-to-person recommendation.
- Poor Audio Quality: People will watch a blurry video, but they will not listen to 'crunchy' or windy audio. Stay close to the mic.
- Over-editing: Don't get bogged down in fancy transitions. Clarity beats cleverness every time.
Troubleshooting
- Low Views: Check your hook. If you aren't getting past 200 views, your first 3 seconds aren't catching attention.
- Video Looks Blurry After Upload: Ensure you are uploading in 1080p. In Instagram settings, go to 'Account' > 'Data Usage' and toggle on 'Upload at Highest Quality'.
- Music is Too Loud: Always drop your background music volume to between 5% and 12% if you are speaking over it.
Next Steps
Creating one video is a great start, but consistency is the real key to going viral. Aim for 2-3 videos per week. If you're finding it difficult to manage your social media presence while running your business, the team at Local Marketing Group is here to help. Explore our Social Media Management services to see how we can take the content creation off your plate. Related Guides:- How to Optimise Your Google Business Profile for Local SEO
- The Beginner's Guide to Instagram Reels for Small Business