Video is now a core marketing channel for UK small businesses. Ofcom’s Media Nations 2024 report found that online video services accounted for 29% of total broadcast and audio-visual viewing time in UK homes during 2023, while UK adults spend an average of three hours and 37 minutes per day with broadcast and audio-visual content overall. Wyzowl’s State of Video Marketing 2025 survey reports that 91% of businesses now use video as a marketing tool, and 88% of video marketers say it delivers a positive return on investment.
For women running their own business, high-quality video content is a way to close the visibility gap. The British Business Bank’s Small Business Finance Markets 2024 report found that women-led businesses received less than 2% of UK equity investment by value. Video lets you demonstrate expertise, build a personal brand, and compete with larger competitors without a large marketing budget.
The good news is that you do not need a production studio or a large budget. With a clear plan, a smartphone, and the right approach to editing, you can produce video content that looks professional and supports your business goals. This guide sets out six practical steps to making high-quality video content, written specifically for women in business in the UK.
Step 1: Define the purpose and audience for your video
Before you press record, decide exactly what the video needs to achieve. A product demonstration, a customer testimonial, a behind-the-scenes clip, and a founder introduction all serve different purposes. Each one also needs a different tone, length, and call to action.
Ask yourself three questions:
- Who is the viewer, and what problem are you solving for them?
- What do you want them to do after watching, visit your website, book a call, or make a purchase?
- Which platform will host the video, your website, LinkedIn, Instagram, TikTok, or YouTube?
Platform choice matters. LinkedIn performs well for B2B expertise and founder stories, while Instagram Reels and TikTok favour short, fast-paced clips. YouTube and your own website are better for longer, more detailed content. Match the format to the platform from the start so you do not waste time re-editing later.
Local support can help you refine your approach. Many Growth Hubs and enterprise programmes run by the Federation of Small Businesses (FSB) and other UK trade bodies offer free or low-cost digital marketing workshops, including sessions on video content.
Step 2: Plan your script and shot list
Planning separates amateur-looking video from content that holds attention. Write a short script or bullet-point outline, then read it aloud. If it takes longer than you expected, cut it down. Most social videos perform best under 60 seconds, while explainer videos on your website can run for two to three minutes if every sentence adds value.
Next, create a simple shot list. Note each scene, the camera angle, and any props or text overlays you need. For example, if you are filming a tutorial, you might need:
- A talking-head introduction
- A close-up of the product or process
- A screen recording or demonstration
- A final shot with your website or contact details
A shot list keeps filming efficient, especially if you are working alone or fitting production around caring responsibilities or client work.
Step 3: Choose a location with good light and minimal distractions
Location has a bigger impact on quality than camera price. Indoors, film near a large window for natural light, and avoid backgrounds with clutter, mirrors, or moving objects. If the light is too harsh, use a thin curtain or diffuser to soften it. Outdoors, early morning or late afternoon light is usually more flattering than midday sun.
Sound is just as important as picture. Turn off fans, air conditioning, and notifications. If you are filming outside, choose a sheltered spot away from traffic and wind. A quiet location often improves perceived quality more than an expensive camera.
Step 4: Use equipment that fits your budget and claim it correctly
A modern smartphone is enough for most small-business video. Add a tripod to keep shots steady, a clip-on microphone to improve sound, and a simple ring light or LED panel for indoor filming. These three items will lift your production value without a large outlay.
If you are self-employed, equipment bought wholly and exclusively for business use can usually be claimed as an allowable expense through your Self Assessment tax return. This includes cameras, microphones, lighting, tripods, and editing software subscriptions. You may also be able to claim under the Annual Investment Allowance, which lets businesses deduct the full value of qualifying plant and machinery, up to £1 million per year, from profits before tax. Keep receipts and records. If you also use the equipment personally, you should only claim the business proportion of the cost. For more detail, see our guide to allowable expenses for the self-employed in the UK.
For editing, free or low-cost tools such as CapCut, DaVinci Resolve, and Canva are widely used by UK small businesses. AI-assisted tools can also speed up tasks like generating captions, removing background noise, or creating short clips from longer recordings. Our roundup of the best AI tools for UK small businesses covers options that are practical and affordable.
Step 5: Film with confidence and capture more than you need
When filming, record each shot more than once. This gives you options during editing and reduces the pressure to be perfect in a single take. Speak slightly slower than usual, look at the lens rather than the screen, and pause briefly between sentences to make editing easier.
If you are filming yourself, use your phone’s rear camera where possible for better quality, and place a small marker next to the lens so you know where to look. If you are demonstrating a product, film the action from multiple angles so the final edit feels dynamic.
Accessibility matters. Add captions or subtitles to every video. Many viewers watch social media with the sound off, and captions also make your content accessible to deaf and hard-of-hearing audiences. Most editing apps now offer auto-captioning, but always check the text for accuracy before publishing.
Step 6: Edit your high-quality video content for clarity and impact
Editing is where your video becomes cohesive. Start by removing mistakes, long pauses, and anything that does not serve the viewer. Keep the pace moving, especially for social media, where attention drops quickly.
Add simple branding, such as your logo, brand colours, and a consistent font. Include a clear call to action at the end: visit your website, book a discovery call, download a guide, or follow your account. Make it easy for the viewer to take the next step.
Export in the format recommended by your target platform. For most social channels, vertical 9:16 video works best. For websites and YouTube, horizontal 16:9 is usually preferred. Compress the file size where needed so it loads quickly without losing too much quality.
Action steps to start creating video this week
High-quality video content is within reach for any UK business owner. The Alison Rose Review of Female Entrepreneurship (2019) estimated that up to £250 billion of additional value could be added to the UK economy if women started and scaled businesses at the same rate as men. Video is a practical, low-cost tool to help close that gap.
Start with one short video this week, perhaps a 30-second introduction to you and your business, and publish it on the platform where your customers already spend time.
To move forward:
- Choose one clear goal and one platform for your next video.
- Write a short script and a three-point shot list.
- Film near a window with a tripod and a microphone.
- Edit for clarity, add captions, and include a call to action.
- Track what resonates, then repeat.
For more context on the UK business environment, see our women in business key facts page. Video works best when it is consistent, so focus on regular, useful content rather than perfection.
