Video Production for Small Business Growth

If you’re a small business owner, you’ve probably heard that video production can be the golden ticket to growth. But between “going viral” and keeping up with algorithms that change faster than your last haircut, it can feel like a comedy of errors. And that’s exactly where this guide comes in, full of unique, data-backed strategies that go beyond generic advice and a little humor to keep things fun. Get ready to learn how to make videos that don’t just entertain but convert, with a mix of actionable tips, a dash of dark comedy, and some slapstick-style humor.

1. Why Video Production is Your New Best Friend (But Seriously)

Think of video production as that slightly eccentric friend who’s a bit over-the-top but gets everyone’s attention. According to research, videos generate 1,200% more shares than text and images combined. (Yes, you read that right—1,200%!) So, for small businesses, a well-produced video is like getting the popular kid at school to say you’re cool.

Comedy Twist: Imagine your video as the star in a sitcom where your product or service is the “straight man” (the no-nonsense character). Adding in some slapstick or parody-style humor can help create that relatable, down-to-earth charm viewers love.

Real-World Example: Dollar Shave Club became a household name with a single, quirky video. Their debut was funny, memorable, and so relatable that even non-shavers were talking about it.

How to Apply:

• Focus on your brand’s personality. Show people what makes you unique, even if it’s a little unconventional.
• Use relatable humor. If you’re a small bakery, show the chaos of an early-morning bread rush in exaggerated, slapstick fashion. Think flour flying, mixers whirring, and bakers scurrying—it’s comedy gold and demonstrates your dedication.

2. Find Your “Brand Humor” (And Yes, Every Brand Has One)

Believe it or not, your brand has its own sense of humor. Whether it’s self-deprecating (“Yeah, we’re small but mighty”), darkly funny (“Our coffee is so strong it could revive the dead”), or high comedy with a bit of sophistication, humor makes your brand more approachable.

Comedy Twist: Try observational comedy by poking fun at the quirks of your industry. If you’re a small IT company, create a skit showing a “day in the life” of a technician where every piece of equipment has a mind of its own.

Example: Chatbooks’ hilarious “Real Mom” campaign shows a no-nonsense mom narrating her chaotic life with a side of dark humor. This relatability struck a chord, helping them gain a massive following.

How to Apply:

• Experiment with tone. Try different humor styles—whether it’s dark, sarcastic, or slapstick—until you find what fits your brand.
• Avoid forced humor. Authenticity is key; trying too hard to be funny can be like that friend who laughs too loudly at their own jokes (cue the eye rolls).

3. Script with Precision (and a Few Punchlines)

A good script is the backbone of any successful video. Instead of dry, fact-based content, give your script some life! Use conversational language, a little sarcasm, and a sprinkling of wordplay. It’s like writing a joke—only it ends with your audience wanting to buy what you’re selling.

Comedy Twist: Use self-deprecating humor, especially if you’re a new or small business. Make fun of your own humble beginnings (e.g., “Our first office was basically a closet”) to build authenticity.

Example: Zocdoc’s “Get Well” campaign had scripts that featured characters in relatable, slightly absurd health situations. The humor made the topic approachable and memorable without being overly serious.

How to Apply:

• Punch up the script. Add in some unexpected punchlines, even if they’re dry or deadpan.
• Keep it concise. Short, witty sentences help maintain interest and ensure viewers get to the call-to-action.

4. Choose Your Style: Animation, Live Action, or a Quirky Hybrid?

Choosing the right video style can make a big difference. Live-action videos are great for building personal connections, while animation lets you go wild with surreal, slapstick comedy (like a talking product or an animated character that embodies your brand’s voice).

Comedy Twist: Animation allows for over-the-top slapstick that can highlight product benefits in absurdly funny ways. Imagine a character nearly getting buried by a mountain of paperwork before a digital service swoops in to save the day.

Example: Slack used animated characters to portray everyday office struggles in an exaggerated way, showing how Slack can improve team communication. It was funny, relatable, and effective.

How to Apply:

• Play to your strengths. If your product is highly visual (like clothing or food), go for live action. For tech or abstract services, animation can simplify complex ideas.
• Experiment with hybrid videos. Sometimes, a quirky mix of animation and live action (think talking graphics or animated infographics) can help convey a clear message without losing humor.

5. Create Characters Your Audience Will Love (or Love to Hate)

Characters are essential to storytelling, and creating memorable ones can make your video unforgettable. They don’t need to be heroic; sometimes, the quirks are what make them memorable. This could be the slightly grumpy baker who’s seen one too many doughnuts, or the hyper-organized accountant who loves spreadsheets a bit too much.

Comedy Twist: Go with parody and create a character that’s an exaggerated version of your target audience or even of yourself. Make fun of your own “quirks” to create a connection.

Example: Purple Mattress’s character “Goldilocks” is tired of subpar mattresses, and the brand’s parody of the classic tale shows why their mattress is “just right” for her. It’s a character-driven story with humor and a clear message.

How to Apply:

• Build a relatable character. Think of your average customer’s pain points and create a character that embodies them with a humorous twist.
• Don’t be afraid to exaggerate. A little farce or parody can go a long way to make the character memorable.

6. Keep It Short (No One Likes a Long Monologue)

Just as with comedy, timing is crucial. A 90-second explainer video is typically the sweet spot for engagement, but if you’re going for humor, even a 30-second clip can work wonders. The goal is to keep it short, punchy, and leave them wanting more.

Comedy Twist: Use farce or slapstick in quick bursts to keep viewers engaged. Imagine showing a customer struggling with an over-complicated product in slapstick style, only for your brand to swoop in with a simple, elegant solution in the last few seconds.

Example: Geico’s infamous “Unskippable” ads managed to keep viewers laughing—and watching—by cramming all the action into the first few seconds and then letting the actors sit, frozen in awkward silence, as the audience watched.

How to Apply:

• Get to the point quickly. Start with a strong hook that grabs attention right away.
• Use quick, impactful scenes. Think of it like a stand-up routine—each scene should deliver value or a laugh without dragging.

Table: Video Production Tips for Small Businesses

7. Don’t Forget the Call-to-Action (CTA)

Every great video has a CTA that’s just as memorable as the content. After all, you want viewers to actually do something, whether it’s visiting your website or signing up for a free trial.

Comedy Twist: Add a little wordplay or an unexpected twist to your CTA. Instead of “Get Started,” try something quirky like, “Ready to avoid another email avalanche?” if you’re a productivity tool.

Example: Warby Parker often uses CTAs with a humorous twist, inviting viewers to “see” things differently or try something new without over-committing. It’s lighthearted but effective.

How to Apply:

• Be specific but funny. Try to make the CTA feel natural, as though it’s part of the joke or narrative.
• Use humor that reinforces your message. A catchy CTA is more memorable and more likely to get clicks.

FAQs

1. What kind of humor is best for my small business video? The best humor fits your brand’s personality. If you’re laid-back, try self-deprecating humor; if you’re edgy, dark or deadpan comedy could work.
2. How long should my video be to maximize engagement? Stick to 90 seconds or less for explainer videos. Quick, punchy scenes keep viewers interested without dragging on.
3. Can animated videos work for any business? Yes! Animation is versatile, allowing you to simplify complex ideas or add fun, slapstick elements that live-action may not capture.
4. How can I make a good call-to-action funny? Use wordplay or tie the CTA to the humor in the video, like “Save yourself from another coffee spill—click here to order!”
5. What’s the best way to write a funny script? Think of it like stand-up comedy: keep it relatable, use punchlines sparingly, and make sure the humor feels authentic to your brand.

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