Short-form video has become the most effective way for Australian small businesses to reach new customers without a massive advertising budget. Whether it’s Instagram Reels, TikTok, or YouTube Shorts, these bite-sized videos allow you to showcase your brand’s personality and build trust quickly.
In this guide, we’ll walk you through the exact process we use at Local Marketing Group to help our clients create professional, engaging video content using nothing more than a smartphone.
Prerequisites: What You’ll Need
Before you start filming, ensure you have the following ready:- A Smartphone: Any iPhone or Android from the last 3-4 years will have a high-quality camera.
- Good Lighting: Natural light from a window is best, or a basic ring light.
- Editing App: We recommend CapCut (free/paid) or the native editors within Instagram/TikTok.
- A Clear Goal: Know whether you want to drive website traffic, get followers, or show off a product.
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Step 1: Define Your Content Pillars
Don’t just film randomly. Decide on 3-4 "pillars" that represent your business. For a Brisbane-based plumber, these might be: "Quick DIY Tips," "Behind the Scenes on Site," and "Customer Testimonials." Having pillars ensures your content remains consistent and relevant to your target audience.Step 2: Research Trending Audio and Formats
Open TikTok or Instagram and spend 10 minutes scrolling. Look for songs or audio clips with a small rising arrow next to them—this indicates the sound is trending.- Screenshot Description: You should see a small upwards-pointing arrow next to the audio name at the bottom of the screen. This is your signal that the algorithm is currently prioritising this sound.
Step 3: Script Your "Hook"
The first 3 seconds are the most critical. If you don't grab attention immediately, users will swipe past.- Bad Hook: "Hi everyone, today I want to talk about..."
- Good Hook: "Here is the #1 mistake Brisbane homeowners make with their gutters."
Step 4: Set Up Your Filming Space
You don’t need a studio. Find a quiet spot with plenty of natural light facing you (never have the window behind you, or you’ll look like a silhouette). Ensure the background is tidy and reflects your professional brand.Step 5: Film in Vertical (9:16)
Always film vertically. If you film horizontally, you’ll have black bars at the top and bottom, which looks unprofessional on mobile-first platforms.Pro Tip: Clean your camera lens with a microfiber cloth or your shirt before filming. A smudge on the lens is the most common reason for "blurry" looking videos.
Step 6: Record in Short Bursts
Don’t try to record a 60-second video in one take. Record one sentence or one action at a time. This makes editing much easier and allows you to cut out "umms" and long pauses, keeping the energy high.Step 7: Import Clips into CapCut
Open the CapCut app and start a "New Project." Select your clips in the order you want them to appear.- Screenshot Description: You will see a timeline at the bottom of the screen with your video clips laid out horizontally. You can drag the edges of these clips to trim them.
Step 8: Edit for Speed and Retention
In short-form video, every second counts. Trim the start and end of every clip so there is no "dead air." The video should jump quickly from one point to the next. This is known as "jump cutting," and it is standard for social media.Step 9: Add On-Screen Captions
Many Australians watch social media videos with the sound off (especially while commuting or in public). Use the "Auto-captions" feature in CapCut or the social media app to overlay text.- Warning: Keep your captions in the "safe zone." Avoid placing text at the very top or very bottom of the screen, as it will be covered by the app's UI elements like your username or the description.
Step 10: Choose a Cover Image
Before posting, select a "Cover" or "Thumbnail." Add a clear title to the cover so when people visit your profile, they know exactly what the video is about. For example: "3 Gutter Tips."Step 11: Write a Localised Caption
Use your caption to provide extra value. If you are a local business, mention your service area.- Example: "Helping homeowners in Ascot and Hamilton keep their roofs leak-free this summer! ☀️"
Step 12: Use Strategic Hashtags
Don't use 30 hashtags. Stick to 3-5 relevant ones. Include a mix of broad tags (#plumbing) and local tags (#BrisbaneBusiness #Queensland).Step 13: Engage with Your Audience
Once you hit post, don't just put your phone away. Stay on the app for 15 minutes to reply to any comments. This signals to the algorithm that your post is generating conversation, which can lead to more views.---
Common Mistakes to Avoid
- Being Too Professional: Social media users value authenticity over high-production value. A raw video of you talking to the camera often performs better than a polished TV-style ad.
- Ignoring the Music: Using copyrighted music incorrectly can lead to your video being muted. Always use the "Commercial Library" if you have a business account.
- No Call to Action (CTA): Always tell people what to do next. "Link in bio," "Comment below," or "Send us a DM."
Troubleshooting Common Issues
My video looks blurry after uploading. Check your export settings in your editing app. Ensure you are exporting in 1080p (not 4K, as social apps often compress 4K files heavily, making them look worse) and 30 or 60 frames per second. I’m getting views but no followers. This usually means your content is interesting, but your profile isn't optimized. Make sure your bio clearly states what you do and who you serve. The audio is out of sync. This often happens if you use Bluetooth headphones while editing. Try editing using your phone’s built-in speakers for better accuracy.Next Steps
Now that you've mastered the basics of creating a single video, it's time to build a strategy. Consistency is the key to success on social media. Aim to post 2-3 times per week using the steps above.If you find the technical side of video editing too time-consuming, or you want a professional team to handle your content strategy, we can help. Contact the Local Marketing Group team today to discuss our social media management packages.