Small Business: Win with Video Marketing

  General, business advice

How did an unknown razor company founded in 2011 surpass the hundred-year-old Gillette in just five years? Let's first introduce you to the company: meet Dollar Shave Club, the startup that owned over 50% of the online razor market share in 2016, just before being acquired for $1B by Unilever.

dollar shave club

There are many reasons for the massive success of Dollar Shave Club, but it all started with a brilliant viral marketing video. The video gained millions of views and brought the company thousands of new customers

All brands should take note and, depending on their customer, consider video content in its marketing strategy. According to Aberdeen, a marketing research company:

  • Video users grow company revenue 49% faster year-over-year than organizations without video.
  • Video users are more than three times as likely to factor content consumption behaviors into lead scores. 

Consumers love seeing food videos. On youtube, videos of people trying new foods, demonstrating their enjoyment of food for single diners at home, or cooking awesome dishes are plentiful. Tubular Insights revealed that food videos have generated nearly 41 billion views overall, and food-related views have increased 170% year-over-year.

One great example of a food company producing great content is Knorr, a spices and seasonings brand who launched a viral video that garnered 31 million views.

knorr viral marketing

However, even if you might somehow know the Knorr example, we rarely think of food companies when it comes to viral videos. We believe that should change, and growing food companies shouldn't ignore the medium. If your business hasn't developed any video content, and budget is an issue, here are a few free video-editing tools you can use to get started.


Lightworks is free video editing tool with professional-quality. It is described as the professional video editor for everyone. The pro version has been used in big movies like the King’s Speech. Featured with many video effects, it can edit up to 226 clips in video, audio, and still images. For a powerful tool like Lightworks, the challenge is the interface might take some time for a beginner to master.

VSDC Video Editor 

VSDC offers you an array of features for free. For example, it has a wide range of filters, transition effects and color correction abilities. With wizards and manual options, both beginners and advanced users can use it to meet their needs. Its latest version adds extra artistic effects, including smoke. If you are a creative, VSDC is for you.


Avidemux allows you to do simple tasks like cutting, filtering, and encoding. For seasoned video editing experts, its differentiating feature is the rich export options. You have total control of how the audio and video are encoded. Avidemux is considered as the best for making quick edits and cuts. For advanced tasks, you can turn to Lightwork.

After reading this article, think about what tool is most suitable for your business needs. If you don’t know what content to put in your video, our next video marketing blog will share with you how to tell a compelling story to engage your audience. Stay tuned!