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Forbes
29-07-2025
- Business
- Forbes
How To Leverage Video Content To Humanize And Grow Your Business
Joseph Edgar is the CEO of Loca, which helps local businesses find, keep and reward customers. From TikTok to YouTube, video is everywhere online—and its dominance in social media marketing is undeniable. But in my view, many business leaders aren't leveraging the full potential of video content beyond mainstream platforms like TikTok and YouTube. As the saying goes, "A picture is worth a thousand words." Videos have the potential to tell immersive stories, and business leaders should make video content a priority. Beyond Social Media: Where Video Can Shine While organically posting on social media is a no-brainer for connecting with customers at little to no cost, it's just the tip of the iceberg. Consider research that indicated that by the end of 2024, online videos would account for "more than 82% of all consumer internet traffic." If you're a business leader, that finding points to a significant opportunity to use video in other crucial ways. The first area? Your website. You can elevate your website from static text and images to an engaging experience for your prospective and existing customers. For instance, if you run a Mexican restaurant, you can showcase a video of sizzling fajitas. If you run a bike shop, you can demonstrate the latest bike that you're selling in action. By adding videos across different parts of your website, such as product pages and purchase pages, you have the chance to increase customer engagement and conversions. Why? At the core, I believe it comes down to videos enabling people to visualize themselves enjoying your products or services. This brings me to the other area you can enhance with video content—product demonstrations. Sometimes, words and photos aren't enough, especially if your product requires an explanation or presents better in motion. A simple video demonstration can transform confusion about a product into understanding and enjoyment. It can bridge the gap between a prospective customer simply seeing your product and understanding the value and application of your product. In my view, for brick-and-mortar businesses, the ambiance and experience are often as important as the products themselves. A brunch restaurant isn't just selling omelettes; it's selling the side salads and hash browns, the uplifting music and warm lighting that make people feel refreshed. Videos can capture and convey milieu in a way that text and static images simply cannot, allowing customers to experience your unique atmosphere before they even step foot inside your business. Humanizing Your Local Business With Video Video offers local businesses a unique opportunity to humanize their brands and connect with their prospective and existing customers on a deeper level. Used strategically, video can become your competitive advantage. I think this is especially the case if you run a smaller, local business. For example, say you run a family-owned Italian restaurant, where you serve customers pasta and pizza made from recipes that have been in your family for generations. By showcasing your family's unity and revealing the authentic recipes behind the dishes you serve, you can grab people's attention. Local businesses are often the backbone of communities, and videos can help people see where their money is going. For instance, if a local hardware store owner posts videos showcasing the team buying and donating school supplies to students in need, it can give customers a sense that they are contributing to the community fabric; that the hardware store is not just in the neighborhood, but truly part of it. Videos enable business leaders, particularly local business leaders, to tell compelling stories that help build trust in their communities. Using Video As A Powerful Marketing Tool Video can be a powerful marketing tool. In my view, one of the most exciting aspects of that is the affordability of video, which enables smaller businesses to compete more effectively with larger ones. Gone are the days when you need to hire an expensive production team to create a video. Your smartphone likely has an amazing camera. Low-cost or free editing software that's easily accessible can help you make high-quality videos. Having videos on your website, social media channels and Google Business Profile can also increase the amount of time prospective and existing customers spend interacting with your content, which can increase conversions. Furthermore, you can easily repurpose your video content for email marketing and text message campaigns, providing direct links that encourage engagement and drive customers back to your offerings. Many video platforms provide valuable analytics, giving you insights into what resonates with your audience. By understanding which videos are watched and liked the most, you can identify patterns that help you refine your creative approach and develop engaging content that consistently attracts new customers. In a digital landscape dominated by visual storytelling, video stands out as a powerful tool for engaging your audience. It can transform a static website into an immersive experience, clarify product usage with a simple demonstration, and humanize businesses. Building connections, showing the heart behind your brand and bringing to light your brand's impact on your community can resonate deeply with consumers. The good news? Harnessing this power is easier and more affordable than ever. With just a smartphone and accessible editing tools, you can create compelling content that enhances your online presence, increases customer engagement and genuinely sets you apart. If video isn't already a core part of your marketing strategy, now is the time to embrace it. Your customers are watching—make sure they're watching you. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
05-06-2025
- Business
- Forbes
Authenticity Sells: How To Market To Millennials And Gen-Z
Joseph Edgar is the CEO of Loca, which helps local businesses find, keep and reward customers. Frequent travel across Europe and South America has often led me to the familiar comfort of corporate chain restaurants; their predictable menus and consistent decor offer a fleeting sense of home. However, this very appeal stands in contrast to the preferences of most Millennials and Gen-Z (collectively born between 1981 and 2012), who are increasingly turning away from such franchises. This younger generation seeks authenticity, unique experiences and genuine connections in an increasingly artificial world, presenting a significant opportunity for local businesses to cultivate their loyalty. Driven by a desire for authenticity, the younger generation actively rejects the polished, algorithm-driven world they've grown up in. Surrounded by curated social media influencers and AI-generated content, they've developed a keen skepticism toward anything that appears overly perfect, readily dismissing inauthentic advertisements. The very consistency upon which corporate chains are built—aiming to deliver identical burgers or lattes across numerous locations—hinders their ability to satisfy a demand for authenticity. While cost-effective, their uniform menus, identical interiors and predictable experiences lack the genuine character that younger customers often seek. Conversely, a local diner with mismatched chairs, a handwritten specials board or a time-honored family recipe offers a tangible sense of authenticity, a welcome contrast to the artificiality they often encounter. The long-standing focus on consistency has enabled chains to gain a competitive edge, frequently underpricing local businesses. Consequently, many independent establishments, especially in small towns, have suffered. During family trips to small Texas towns, we consciously sought out local eateries and shops. While the uniquely charming mom-and-pop breakfast joint has become a rarity, often replaced by fast-food chains, lunch and dinner spots—such as family taquerias and cozy bistros—continue to thrive by providing the originality and local flavor that chains lack. This presents a clear call to action for local businesses. Younger customers seek more than just a product or service; they desire a narrative, a genuine connection and a uniquely human experience—and they possess significant purchasing power. A Texas barbecue restaurant sourcing brisket from a local ranch or a coffee shop showcasing local artists can deeply resonate with this demographic. By emphasizing their unique attributes, independent businesses can transform their local roots into a compelling advantage. Collaboration presents a significant and exciting opportunity for local businesses to create engaging customer experiences. Unlike the isolated structures of corporate chains, independent businesses can partner to offer mutually beneficial initiatives. Picture a local burger spot offering coupons for a nearby ice cream shop, or a bookstore and café joining forces for a poetry reading. Such collaborations not only increase customer visits but also provide a sense of discovery, leading to organic social media sharing. For instance, in a small Nebraska town, a brewery, food truck and artisan market might partner for a weekend 'shop local' event, providing a 'passport' that rewards customers for visiting each location. This kind of initiative transforms a transaction into a memorable experience, motivating younger customers to explore and connect with the community. Likewise, a group of businesses could establish a themed trail, like a 'Cornhusker Crawl' showcasing local restaurants, bakeries and craft beverage makers. By collaborating, these businesses can amplify their attraction and build a story that resonates with young customers. Beyond shared initiatives, collaboration strengthens community ties, a significant value for younger consumers. This generation prioritizes supporting businesses deeply connected to their towns through activities such as charity events, local festivals or school collaborations. A restaurant that organizes a mural painting session with young artists or features local musicians offers its patrons a sense of purpose that complements their purchase. Reaching younger customers effectively requires engaging them in their digital spaces, making a robust online presence nonnegotiable. Importantly, this doesn't demand a large budget or a professional marketing agency. Indeed, overly produced advertisements can be detrimental, as this demographic is quick to identify insincerity. The key lies in creating authentic, unpolished content that showcases your business's personality. Think of a casual phone video of your daily operations, a snapshot of your staff's camaraderie or a quick update about your local sourcing—these feel far more genuine than a glossy advertisement. To effectively reach this demographic, leverage platforms like Instagram and TikTok. Increase discoverability with hashtags such as #ShopLocal, #SupportSmallBusiness and #MadeLocal. Offer genuine behind-the-scenes peeks—perhaps the origin of your unique coffee mugs or the inspiration for your food truck's color. Foster engagement by responding to comments and reposting customer content. Contrary to popular belief, maintaining a social media presence doesn't necessitate daily effort; even weekly updates can be effective. Remember, the way you operate your business and the products you offer are inherently unique and of interest to potential customers. What seems like an average day to you can be surprisingly engaging content for your audience. Embracing authenticity in your digital approach also simplifies content creation significantly. Forget elaborate scripts and expensive studios; a smartphone and a compelling story are all you need. Consider a small-town North Carolina boutique using TikTok to showcase its owner's locally inspired outfit selections or a bakery sharing a short video of their dough-making process. These small, human glimpses foster trust and build a strong connection with younger consumers. In today's fiercely competitive landscape, acquiring new customers is paramount for growth, and the younger generation represents a powerful future. With an estimated $360 billion in global purchasing power, the opportunity is undeniable: Young consumers are actively seeking to invest in businesses that resonate with their desire for authenticity. By embracing your unique identity, fostering collaborations within your community and cultivating a genuine digital presence, you can forge enduring connections with these valuable customers. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
