Video content for small businesses: what to post and how often

Video feels intimidating for most business owners — but the businesses winning attention today aren't the ones with the biggest production budgets, they're the ones posting consistently with a simple, repeatable format.

What to actually shoot

• Behind-the-scenes: how your product is made, your store opening up, your team at work
• Before/after or transformation content: results, makeovers, finished projects
• Quick tips relevant to your category: skincare routine, home maintenance, styling advice
• Customer moments: reactions, testimonials, unboxings (with permission)
• Offers and announcements: kept short and specific

How often to post

Consistency beats frequency. Three well-made reels a week, posted reliably, will outperform a burst of ten videos followed by three weeks of silence. Most businesses do well starting at 3–4 videos per week.

What to skip

Skip long corporate-style videos for social feeds — attention drops sharply after the first few seconds. Skip trends that don't naturally fit your business just to "keep up." Skip stock footage when real footage of your actual product or team is available; authenticity consistently outperforms polish on social platforms.

The realistic setup

You don't need a professional camera to start. A smartphone, decent lighting, and a simple recurring format shot consistently will outperform occasional high-production videos. Dolomite's Video Editing & Production and Social Media Management services handle the editing, captions, and posting calendar — you (or your team) just need to capture the raw footage, or we can coordinate a shoot for you.