How to Make Video Your Secret Weapon to Promote Your Business

A Beginner's Guide to Video Marketing... Where to Start

In last week's Substack, I discussed 'The PR & Marketing Tool Driving Massive Growth' and why your brand can't afford to ignore video. In it, I shared the 10 big benefits of video content for promoting your business. This week, I'm going to share where to start with video - and how to make video work for you - fast and easily. There’s a worksheet coming shortly, too, for my paid-for subscribers that serves as the blueprint for your video marketing success—don't miss it!

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When I first started creating video content, I hated it. Putting my face out there, having to understand the tech, the lighting, the editing, and dealing with detractors—worrying about every little thing—all of it terrified me. I felt incredibly out of my depth. As a PR professional, I'd always been the person behind the scenes, coaching others to shine on camera while I stayed comfortably out of sight. But over time, I realized something fundamental: video is no longer optional if you want to build a brand and capture attention in today's landscape. It's become the most effective way to connect deeply, authentically, and memorably with your audience.

Even if it doesn't come naturally to you, the power of video for small brands, start-ups, and independent businesses—especially beauty brands—cannot be underestimated, as these stats show:

• People retain 95% of the messages they watch on video, compared to just 10% when reading them in text (I mentioned this last Substack)

• Video content on a website can increase conversions by up to 80%.

This is why you need to embrace video, even if you feel uncomfortable or unsure—because you can't afford not to.

Let's dive into my top five tips for mastering video as a small beauty brand and turning it into your secret weapon for PR, brand growth, and sales.

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Tip 1: Feel the Fear and Do it Anyway

Let's start with the biggest hurdle: the fear of putting yourself out there. I get it—wondering if anyone will watch, judge, or criticize what you say can feel daunting. We're often our own harshest critics. But remember this: people want to connect with the person behind the brand. They want to know the story, the values, the vision—the blood, sweat, and tears behind the brand. Video allows you to build that relationship in a real and personal way. So get out of your own way. And here's what I do: record it, post it, and never look at it again except to answer people's comments. You learn on the job, so take a deep breath and dive in.

To help ditch the fear, write down all your worries on a piece of paper, take a deep breath, and toss it in the recycling bin. Or even flush it down the toilet if you're feeling extra dramatic—just make sure you're writing on toilet paper! The point is to let go of the inner critic holding you back. We can be our own worst enemy. Your audience is interested in what you have to say, and the authenticity of a founder's voice is an advantage small brands have over big corporations. You can put your heart into everything you do. Imperfection is good. Perfection is fake, and today, we all crave authenticity. It builds trust.