How to Connect with Your Customers Using Video in 2020

05.04.2020 Mary Guo

Video has become a cornerstone of successful marketing and advertising for small businesses. About 92 percent of businesses say that video is an important part of their overall strategy in 2020. Meanwhile, projections show that by 2021, consumers will be watching up to 100 minutes of digital video every day.

At a time when a public health crisis is forcing most Americans to follow stay-at-home orders around the clock, video consumption is hitting an all-time high. Businesses can leverage this increased consumption by using video to connect with their audience. But if you haven’t already invested in professional video production, you can’t just head down to a studio and produce ads and videos on the spot.

While there’s no substitute for professional video services, video blogging, or “vlogging,” can be an appropriate strategy to help you build and maintain a presence through video until you’re able to work with a professional studio. Vlogging can be an effective tool for businesses that want to speak directly to their customers and offer advice, professional insights, share new updates about the company, or communicate other messaging in a simple, straightforward medium.

Here’s a look at how to make vlogging work for your business.


Small business owners may not be thrilled about home video production, for several reasons. Not only does DIY video bring them out of their own comfort zone, but there are obvious quality concerns that can arise when you’re making video on your own, instead of in collaboration with an experienced production studio.

But there are certain ways home video offers valuable benefits in certain situations (like the situation we are facing right now). At the top of the list is speed of production: If you need to push a message out quickly to your audience, a quick video shoot in your office, or even your home, can offer a fast timeline for creation and publication to social media and other digital channels.

DIY video can also provide a sense of authenticity when communicating with your audience. While the production value is certain to be lower, honest and direct video communication can have an organic quality that improves engagement with an audience. In the midst of a public health crisis where regular business operations have been disrupted, for example, homemade video can demonstrate your commitment to maintaining a presence and continuing to serve your audience in the face of those external challenges.


If you’re determined to produce videos on your own to engage with your audience through digital video channels, you’ll need the following equipment:

  • A digital camera with audio (such as a smartphone, GoPro, or other device with HD video capabilities;
  • Tripod or camera holder;
  • Hard drive for storage (can be inside the camera or external);
  • Professional lighting or a well-lit space;
  • Editing software on a computer or mobile device.

Ideally, your video production equipment would also include a professional microphone that can be connected to your camera to gather high-quality sound. But you can always make do with the built-in microphone on your equipment—just make sure you speak loudly and clearly, and minimize any background noise that can affect the quality of your recording.

And while it’s always easier and faster to have two or three people involved in a DIY video shoot, it’s possible to create an effective vlog all on your own. It may take more time to set up the shoot and edit the video and audio later, but it’s possible to maintain social distancing while producing a makeshift video that accomplishes your advertising goals.


In some cases, you may be using DIY video as a supplement to deliver new information and messaging alongside your existing professional video content. In other cases, you may be making your first foray into video as you try to maintain and strengthen customer relationships amid the challenges of social distancing and stay-at home orders.

Whatever your reasons for DIY video may be, remember that it’s not necessarily an effective long-term strategy for video ad production. Despite the short-term value it offers your business given certain external limitations, DIY video has certain limitations that only professional video production can overcome.

When you’re finally able to oversee professional video creation through a trusted partner like Cox Media’s creative services team, you can craft higher-quality productions that are suitable for TV, streaming and social media advertising. This polished production value has a direct impact on how consumers perceive your brand, affecting your brand reputation in your local community. And a professional production allows you to utilize more engaging and complex video creation than what basic DIY video and at-home vlogging can offer.

If you’re facing an urgent need to create compelling video that engages with your customers today, DIY video is a great option. But when you’re able to collaborate with a full-scale video production company, Cox Media is ready to turn your messaging and concepts into professional videos that tell a compelling narrative about your business.

About the Author

Mary Guo

In her role as Product Marketing Manager, Mary helps brings the Cox Media product portfolio to life. She has a passion for marketing and uses her skills to produce client focused strategies that brings together traditional television and digital media. She understands consumer and market trends in the media landscape that helps create actionable insights that will help business, large and small, stay ahead of the game.

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