If you’ve walked down Queen Street Mall lately, you’ve likely seen someone holding a phone at eye level, talking animatedly to a lens. A few years ago, we might have looked twice. Today? That’s just a savvy business owner building their brand.
Short-form video—whether it’s Instagram Reels, TikToks, or YouTube Shorts—has become the digital storefront for Brisbane businesses. But here is the secret: you don’t need a film crew or a $5,000 cinema camera to make it work. In fact, in 2026, over-produced content often performs worse than raw, authentic clips.
If you’ve been procrastinating because you “don’t have the gear” or “don’t know what to say,” this guide is for you. Let’s break down how to produce high-impact video without the headache.
Step 1: The 'Problem-Solution' Scripting Method
Forget the viral dance trends. For a local business, the goal isn't just views; it’s conversion. Start by listing the top five questions your customers ask you.
The Hook (0-3 seconds): Start with the problem. "Why does your lawn die every Brisbane summer?" is better than "Hi, I’m Dave from Dave’s Landscaping." The Meat (10-40 seconds): Give one actionable tip. Show, don't just tell. The CTA (5 seconds): Tell them exactly what to do next.
If you are worried about the financial return on these efforts, it’s worth looking into how to better measure social ROI so you know which videos are actually driving phone calls and enquiries.
Step 2: Setting the Stage (The Minimalist Kit)
Your smartphone is already a powerhouse. To make it professional, you only need two things:
1. Natural Light: Face a window. If you’re outdoors in the Queensland sun, find some shade to avoid harsh shadows and squinting. 2. Clean Audio: This is non-negotiable. People will watch a blurry video, but they will swipe away instantly if the audio is crackly. A cheap lapel mic or even the microphone on your wired headphones will beat the built-in phone mic every time.
Step 3: Filming for the Edit
When you hit record, don’t try to do it all in one take. Film in "bursts." Say one sentence, stop, reset, and say the next. This makes it incredibly easy to cut out the "ums" and "ahs" later.
Remember, your audience values transparency. We are seeing a massive shift toward quantifying authenticity through User Generated Content (UGC) styles. You don't need to be a polished presenter; you just need to be the expert your customers already trust.
Step 4: The 5-Minute Edit
Don’t open complex software. Use apps like CapCut or the native editors within Instagram and TikTok.
Captions are mandatory: Many Australians watch videos on the bus or in the office with the sound off. Use the auto-caption feature and fix any typos. Cut the fluff: If there is a second of silence at the start or end, trim it. Speed is everything. Music: Use trending audio, but lower the volume to 10-15% so it doesn't drown out your voice.
Step 5: Distribution and Strategy
Once your video is live, don't just let it sit there. If you are running paid campaigns, ensure your organic video style matches your ads. If your paid traffic isn't converting, it might be time for a Meta ad audit to see if your creative is hitting the mark.
Quick Checklist for Your First Video:
Is my phone lens clean? (Wipe it with your shirt!) Am I facing the light source? Did I say the most important thing in the first 3 seconds? Is there a clear call to action?Conclusion
Short-form video production isn't about being a Hollywood director; it's about being a helpful neighbour. For Brisbane business owners, the barrier to entry has never been lower. Start with one video this week—keep it simple, keep it helpful, and keep it brief.
Need help turning those views into a steady stream of local leads? Contact Local Marketing Group today and let’s build a social strategy that actually moves the needle for your business.