Small Australian businesses can now compete with major brands using nothing more than video marketing on a tight budget. The facts speak volumes: 91% of Australians used online services to watch video content in 2024, according to the latest ACMA data. Seriously, isn’t this eye-opening?
This means your customers are already watching videos daily, but most local businesses aren’t creating them.
Here’s what might surprise you: your competitors aren’t hiring expensive video production teams. Instead, they’re grabbing their smartphones and filming content that actually brings in customers every week.
That’s exactly what you’ll discover in this guide by Matter Solutions. We’ll walk you through the types of video content that work, essential gear under $200, free editing tools, and the best platforms to share your videos.
Unless you want to keep watching competitors steal your customers with simple videos while you stick to text posts, let’s start reading and finding the solution together.
The Real Cost of Ignoring Video Marketing in Australia Today
Ever wondered why some local businesses seem to attract customers effortlessly while others struggle? The answer often comes down to video marketing. While you’re posting text updates and static images, your competitors are creating videos that stop people mid-scroll and turn them into paying customers.
Here’s what’s happening when you skip video content:
- Lost customers daily: Local customers choose video-active competitors over text-only businesses every single day (and yes, we’ve all seen businesses lose customers to more video-savvy competitors). When someone searches for your services, they’ll pick the business with engaging videos over boring text descriptions.
- Algorithm punishment: Social media platforms favour video content heavily. Your posts reach fewer people without videos, meaning less visibility and fewer leads for your business.
- Missing the trend: You’re missing out on the fastest-growing content format while competitors gain ground with simple smartphone recordings. Every week you delay means watching potential customers discover your competitors first through their video content, building trust and relationships you could have developed.
Fortunately, creating effective video content doesn’t require the budget you think it does.
Budget-Friendly Video Content That Gets Results
The best part about smartphone video creation is that you can start today with the equipment you already own. Drawing from our experience filming testimonials with Australian small businesses, we’ve seen three types of video content consistently deliver results without requiring professional crews or expensive gear.
1.   Customer Testimonials Using Your Smartphone
Film genuine customer testimonials using just your smartphone because authenticity beats perfection every time. When real customers share honest experiences about your services, they create more trust than any polished advertisement could. Simply position your phone, ask a few simple questions, and watch satisfied customers naturally tell their stories.
2.   Behind-the-Scenes Content That Builds Trust
Show behind-the-scenes glimpses of your work process to build instant trust with potential customers. People love seeing how their favourite local businesses operate. From preparing morning coffee to designing websites or fixing cars, these videos help your audience connect with your brand on a personal level.
3.   Quick How-To Videos That Show Your Expertise
Your customers ask the same questions repeatedly, so why not answer them once through video? Quick tutorials solving common problems position you as the expert while helping potential customers understand your value before they even call.
These three video types work because they feel genuine rather than sales-focused.
Essential Video Production Gear for Under $200
Worried that professional video requires expensive equipment and technical expertise? What does this mean in particular, though? Well, most small businesses already own the most important piece of video gear without realising it.
Your smartphone camera is already professional-quality and needs no expensive equipment initially. It shoots better video than cameras costing thousands just five years ago. What you actually need to focus on are stability and clear audio (and no, you don’t need a Hollywood budget for this).
That’s where a basic tripod costing $30-50 becomes essential for eliminating shaky footage that makes viewers click away instantly. Wobbly videos scream unprofessional, while a simple tripod transforms your smartphone into a steady recording device that looks surprisingly professional.
Sound quality matters even more, so adding a clip-on microphone for $40-80 ensures crystal-clear audio. People will tolerate low-quality video, but they’ll abandon anything with poor sound within seconds of pressing play.
For lighting, natural light from windows works better than expensive lighting setups for most small business videos anyway.
Free Tools for Creating Professional Online Video Content
Video editing tools have become incredibly powerful without costing you anything. You don’t need to spend money on expensive programs when these options deliver professional results for Australian small businesses. Let’s explore what’s available:
- Canva Video: This Australian-made platform offers drag-and-drop video editing with templates designed specifically for social media. What makes it special is how you can create engaging video content without learning complex software. The free version includes everything most small businesses need to produce quality videos that connect with their audience.
- DaVinci Resolve: Believe it or not, this professional-grade editing software costs absolutely nothing and gets used by Hollywood studios regularly. Our tests with Australian clients showed that small businesses can create broadcast-quality videos using just the basic features. The learning curve takes time, but the results speak for themselves.
- Loom: Perfect for screen recordings and quick tutorial videos with built-in sharing features. Record your screen, add your voice, and share links instantly with customers or team members.
- Clipchamp: Microsoft’s free editor includes templates, stock footage, and simple export options that work perfectly for most marketing goals. Plus, it integrates seamlessly with other Microsoft tools you might already use.
- OpenShot: This open-source editor works on any computer and provides excellent tools for beginners learning video production. Best of all, there’s no watermark on your finished videos.
Creating videos is only half the battle, though. It’s time to present them to your target audience.
Where Should You Share Your Video Marketing Campaigns?
Now that you’ve created your video content, let’s cover where to share it for maximum impact. The distribution of your content is as important as creation. But even the most engaging videos won’t help your business if nobody sees them.
Based on the following questions, you can identify the most effective platforms for your video marketing campaigns:
- Where do your local customers spend time online?
Start with Google My Business because your video posts appear in local search results ahead of competitors. When someone searches for plumbers in your area, they’ll see your helpful video explaining common pipe problems before they even visit your website. That creates instant trust.
- Which Facebook groups in your area allow business posts?
Look for community groups where locals ask questions about services like yours (and trust me, we’ve tested this across dozens of local campaigns). Focus on sharing genuinely helpful videos instead of obvious sales pitches. Think about it: people appreciate contractors who explain how to prevent problems, not just those who wait to fix them after disaster strikes.
- Are there local Instagram hashtags you should be using?
Spend some time researching hashtags like #MelbourneBusiness or #SydneyPlumber that match your location and industry perfectly. When you use these consistently, locals searching for solutions in your area will find your videos much more easily.
Once your videos are live on these platforms, you’ll want to track what’s actually working. After all, there’s no point in creating content if you can’t measure whether it’s bringing in customers.
Measuring Results and Making Short Form Videos Work
How do you know if your video marketing efforts are actually paying off? Most small businesses post videos and hope for the best, but smart operators track simple metrics that reveal what’s working and what isn’t.
We recommend starting with these basic measurements that don’t require expensive analytics tools. Track video views, comments, and website clicks from your bio links across all platforms. These numbers tell you which videos resonate with your audience and drive actual business results.
Here’s something interesting about video length: short videos under 60 seconds see average engagement rates of 50%, while longer videos drop to 17% according to HubSpot stats.
What does this mean in particular, though? Well, people’s attention spans favour quick, focused content that delivers value fast.
Your smartphone videos don’t need Hollywood production values when they solve real problems in under a minute. Focus on delivering one useful tip per video rather than cramming everything into a single lengthy presentation.
Watch these numbers closely because they’ll tell you whether people are actually interested or just being polite by hitting the like button.
Your Next Steps to Video Marketing Success
The fastest way to see results is by taking action this week rather than waiting for perfect conditions. Most small businesses spend months planning their video marketing strategy when they could have filmed dozens of helpful videos in that same timeframe.
Your first step should be filming one customer testimonial this week because imperfect action beats perfect planning every single time. Ask your happiest customer to share their experience on camera, even if you’re both nervous about it. That authentic nervousness actually makes the testimonial more believable than polished corporate videos.
Remember that content quality matters more than production value for Australian small businesses.
Based on our experience helping small businesses implement video strategies, we’ve learned something important: customers care more about solving their problems than seeing perfect lighting or professional editing. Your genuine expertise delivered through a smartphone camera will always outperform expensive videos without substance.
So grab your phone today and record that first video.
