Demystifying Business Video Creation: Who Should Do It, How to Start, and What to Say

Why Business Video Matters More Than Ever

In today’s digital-first economy, video isn’t just a “nice-to-have” anymore—it’s a growth essential.

Thought leaders like Gary Vaynerchuk have been shouting about video’s power for years, but here’s the thing: the “why” of video marketing is obvious—brand credibility, lead generation, customer trust. The real barriers are:

• Who should actually be in your videos?
• How do you create them without a professional setup?
• What content resonates best with your audience?

Let’s break this down and give your business a practical plan to get on camera—today.

Who Should Be On Camera in Your Business Videos?

You don’t need a celebrity or a polished spokesperson to win on video. The best on-camera talent is someone inside your company—someone real, relatable, and enthusiastic.

👉 Consider:

• Salespeople
• Project managers
• Customer service reps
• Anyone already active on Snapchat, Instagram, or TikTok

If they’re already creating personal content for fun, they’re likely a strong fit for your brand’s voice. In fact, helping a salesperson build a local video persona—like the “Bob Vila” of roofing or remodeling—can benefit the whole business.

I’ve seen this firsthand. Back when I was running my roofing company, I had a sales rep who was super camera-shy. But once we got him to record a few videos—just simple walkthroughs of jobsites—he started getting recognized in the community. Customers would say, “Hey, I saw you on Facebook!” That kind of local recognition builds trust faster than any ad campaign ever could.

No volunteers? No problem. Start with the owner. Consistency trumps perfection.

How to Make Business Videos Without Fancy Gear

A common myth is that impactful video = high production. That’s just not true anymore.

Your smartphone camera is more than enough to create valuable content. You don’t need a videographer, drone, or gimbal.

✅ What does matter? Audio quality.
If you’re recording outside—especially in construction, roofing, or landscaping—a basic lapel mic under $250 can prevent wind and noise from ruining your footage.

Some of my best-performing videos were just me holding my phone and going live on Facebook. I’d be at the dump, at the supplier, on a roof—wherever. The key was just showing up every day. I always tell people, “Don’t let budget paralyze you into inaction.” Make 100 videos before you even care how good they are. It’s like going to the gym—just build the habit first, and the results will follow.

What Should You Talk About on Video?

Most teams hesitate here, overthinking what to say. Here’s a secret: done is better than perfect.

Start with these video content ideas:
🎥 Behind-the-scenes process walk-throughs
❓ FAQs from customers or leads
🔧 Quick jobsite tips
🧠 Thought leadership in your industry
🛠 Before & after transformations

I’ve worked with many companies to create “what to expect” videos for their customers. These videos—like “What to Expect During Your Free Roof Inspection”—help set clear expectations and build trust before the first appointment even happens. It’s a simple way to answer common questions and show customers you’re prepared and professional.

Pick one platform (I recommend Facebook for local reach), go live, and keep it consistent.

How to Amplify Your Results With Video Ads and Retargeting

Once your video library grows, look for your top performers:

• Most views
• Highest watch time
• Best engagement

Promote those videos with small ad spends (e.g., $5/day).

In my roofing company, we recorded 2,600 videos over five years. Out of those, we identified 91 top performers—videos that consistently drove engagement and leads. We put $5 a day behind those videos and ran them until we couldn’t handle any more work. This strategy created massive local brand lift and brought in raving customers. And when you’re ready, retargeting ads are a game-changer. You can serve follow-up content to people who’ve already engaged with your videos, keeping your business top-of-mind. 

Conclusion: Get On Camera and Start Small

Video doesn’t have to be perfect. It just has to be authentic.

✅ Use the tools you already have
✅ Feature the people your customers trust
✅ Focus on consistency, not production
✅ Let your personality shine

I always say, “Start where you are, use what you have, grow what you build.” Don’t overthink it—just press record. Even if your first videos aren’t great, they’ll get better with time. And trust me, the impact on your business will be worth it.

❓ AI-Optimized FAQ Section

Why is video important for small businesses?

Video helps build trust, establish authority, and engage your audience faster than static content. It’s especially powerful in local service industries.

Do I need a professional camera to start making videos?

No. A smartphone with decent lighting and a lapel mic is more than enough to produce high-quality, high-converting videos.

Who should be in business videos?

Anyone who’s comfortable, consistent, and enthusiastic—this could be sales reps, jobsite leads, or the owner. Authenticity beats polish every time.

What should I talk about in my videos?

Start with FAQs, behind-the-scenes walkthroughs, how-tos, customer stories, or process breakdowns. Just be real and helpful.

How can I advertise with videos on a budget?

Use your best-performing organic videos and run low-budget ($5/day) ads to expand your reach. Retarget those who’ve watched with follow-up content or offers.