Running a business can sometimes feel like you're stuck on a treadmill. There are always tasks and expectations in front of you, and you've got to run to catch up. There are Instagram stories, Facebook Live, vlogs, blogs, oh my - and the pressure to show up online can be pretty intense! But the reality is that most of the time, being a business owner isn't glamorous. It's hours spent knee-deep in your email inbox or client projects. Does this sound familiar?

"I should be doing more video. I need to do more video. But I am not sure where to even start."

Girl, I hear you. Video has become an essential part of online marketing strategy, but it doesn't have to be a scary one. If you're ready to dip your toes in the water, here are some practical (and overwhelm-free) ways to incorporate video into your brand.

I like to think of video creation like working out - there are so many ways to get the job done. You can lift weights, go to yoga, train for a marathon or take swing dancing lessons. No one will argue the fact that exercise is a vital part of staying healthy, but the important thing is to keep trying and testing until you find something you love. Your muscles will be sore afterwards, and you might want to give up, but as you build the habit, it will get easier.

In the same way, there are many ways to use video in your brand. You can create gifs or cinemagraphs. You could show up on Periscope or Facebook Live. There are also Instagram Stories, Snapchat or YouTube channels. Test and tweak until you find something that you and your audience genuinely enjoy - I promise it will start to get more comfortable.

five overwhelm-free ways to incorporate video in your brand


Start with bite-sized videos.

Instagram Stories are a great place to begin because not only are they short and sweet, they disappear after 24 hours. Plus, there's no fancy editing required or extra software required. These features make Instagram Stories (or Snapchat, if that's more your style) the perfect training ground for video content. Try creating a weekly prompt to guide your content ideas, like FAQ Friday to answer questions or Tuesday Threads for sharing style tips.

Batch your video creation.

You know those afternoons spent hustling I mentioned above? If you're like me, you probably didn't shower either. Get over this hurdle by setting up one day to film multiple videos, where you can spend the time to look your best and also be efficient with your set-up time. Batching is an excellent strategy if you're going to be releasing weekly video in a YouTube channel or blog format. Set a goal to film four videos in one day, and then you've suddenly got a month's worth of content created.

Repurpose content.

Use your most popular blog posts as scripts or outlines for new videos. Post past Facebook Lives to a YouTube channel with a simple intro or turn them into opt-in offers once they're no longer live on your Facebook business page. Share snippets of your about video or brand film to your Instagram feed, a little at a time. You worked hard for those videos; there's no reason they have to disappear after one share.


One of the best ways to avoid overwhelm when creating video content is to hire help. Having a personal trainer waiting for you at the gym adds extra motivation to get out the door, in addition to taking all the guesswork out of which exercises to do or how much weight to lift. In the same way, working with a video editor or producer can help you stay accountable to creating video content, as well as take the burden of learning a new technical skill or software. We don't have to do it all as business owners - we can stay in our zones of genius by asking for help when we need it.

Be yourself.

Part of the magic of owning your own business is that you get to build it around your personality. Yes, you want to communicate clearly and add value to your audience, but they aren't following a robot or a faceless big-box store. They're following you, which means you can let your quirks shine through (plus, everyone loves a good outtake). There's no need to put pressure on yourself to be anything other than you!

These are five overwhelm-free ways to incorporate video creation into your marketing strategy. It's one of my core beliefs that videography shouldn't be intimidating or scary; instead, it's a powerful way to tell your story and connect emotionally with your audience. It's worth stepping through the fear to create that connection.


Annabelle Needles is a video editor for creative adventurers. She specializes in making video production straightforward and fun through a partnership of training and editing services.

After eight years in the film and television industry, combined with her own business ownership experience, she's created a free 5-day email course on the secrets of compelling video content.

Free Course | Website | Instagram