How Local Businesses Can Use Video to Compete with Big Brands

Competing with big brands can feel daunting for local businesses. With their massive budgets and global reach, they seem untouchable. But what sets local businesses apart is their authenticity, community connection, and the personal touch they bring to every interaction.

Video marketing offers a unique opportunity for local businesses to showcase these strengths, build meaningful connections, and stand out, even against the biggest players in the industry. Here’s how your business can leverage video to level the playing field.

1. Focus on Authenticity

In a world of polished corporate ads, authenticity is refreshing and relatable. As a local business, you have the advantage of being more approachable and human. Video allows you to capture this authenticity and share it with your audience.

Highlight Local Stories: Share the faces, stories, and values behind your business. A video about how your family started the business or why you’re passionate about serving the community creates a connection that big brands struggle to replicate.

Show Community Involvement: Record your participation in local events, partnerships, or charity initiatives. These videos demonstrate that your business is more than a name—it’s an active part of the community.

Example: A coffee shop could film a short video featuring its baristas talking about their favorite drinks and why they love working there. The result? A personal and relatable message that resonates with locals.

2. Leverage Hyper-Local Content

Big brands may have broad appeal, but they often miss the nuance of local culture. You can win over your audience by focusing on what makes your area unique.

Incorporate Local Landmarks: Filming at recognizable locations or referencing community events helps your videos feel more relatable and relevant.

Use Targeted Ads: Platforms like Meta (Facebook and Instagram) and Google Ads allow you to target specific geographic areas. By ensuring your videos reach the right people, you can maximize their impact without overspending.

3. Showcase Your Unique Value

One of the biggest advantages of being a local business is the personalized service and expertise you offer. Use video to highlight what makes your business special.

Personalized Service: Create customer testimonials or behind-the-scenes videos that showcase the care and attention you give to each client.

Specialized Products or Expertise: If you offer something unique, like a rare product or a highly skilled service, explain its value through video. Tutorials or explainer videos work particularly well for this.

4. Engage on Social Media

Social media is a cost-effective way to share video content and engage directly with your audience. Platforms like Instagram, TikTok, and Facebook prioritize video, making it easier for you to reach your community.

Post Short-Form Videos: Keep your audience engaged with quick clips of daily specials, customer shoutouts, or team highlights.

Leverage Stories and Reels: Use these features to create casual, behind-the-scenes videos that feel immediate and personal.

5. Use Testimonials to Build Trust

Trust is a critical factor in winning over customers, and testimonials are one of the most effective ways to build it.

Customer Stories: Showcase real customers talking about their positive experiences with your business.

Relatable Content: Videos featuring local customers carry more weight than generic ads, as they feel more genuine and trustworthy.

6. Highlight Your Community Roots

Your connection to the local community is one of your greatest assets. Use video to celebrate and reinforce that connection.

Feature Your Team: Introduce your staff in fun, candid videos to show the human side of your business.

Support Local Causes: Document your involvement with local charities or community events, and invite others to join you.

7. Invest in Quality Where It Counts

While big brands may have larger marketing budgets, you don’t need to spend a fortune to create high-quality videos. Focus on producing a few well-made videos that showcase your professionalism and attention to detail.

Professional Production: Partnering with a video production company ensures your content stands out and reflects the quality of your business.

Conclusion: Why Video Works for Local Businesses

Competing with big brands isn’t about outspending them, it’s about out-connecting them. Video allows you to showcase your authenticity, build trust, and create meaningful relationships with your community.

By focusing on local stories, personalized service, and genuine connections, your videos can inspire loyalty and drive growth, proving that small businesses have big potential.

Ready to create videos that set your local business apart? At Make Something Media, we specialize in creating impactful video content tailored to your unique story. Contact us today, and let’s make something amazing together.