Video Marketing · March 2026 · By Ben Jay

How to Start Video Marketing When You Have Zero Experience

Introduction

Starting video marketing without a system is like learning to cook by staring at a kitchen. All the equipment is there. You've watched plenty of people do it on YouTube. But you're still standing in the doorway wondering where to begin, and there's a 90% chance you'll end up ordering takeaway.

That's most businesses with video. Someone says "we should do a video." Everyone agrees. Nobody actually does it. Six months pass. Repeat.

And it's not because you're lazy or incompetent. It's because nobody gave you a framework. You've got vague advice ("just start filming!") and a cupboard full of uncertainty — what to film, how to film it, where to put it, whether anyone will watch.

I've worked as Head of Video at a global tech company with 1,200+ employees. I've seen hundreds of small businesses cross the gap from "we should probably do video" to actually creating videos that move the needle. The distance between those two points is shorter than you think.

You don't need a fancy camera. You don't need a production team. You don't even need to be good at it yet. You need clarity on what to film and why — and a process simple enough to follow on a bad Monday morning.

That's what this guide gives you.

Why Video Marketing Matters (Even for Beginners)

Let's start with why this matters, because understanding the "why" keeps you motivated when the "how" feels awkward.

Video is the only medium where you can communicate at scale while still feeling personal. Text feels static. Podcasts require full attention. But a 90-second video clip lets someone see your face, hear your voice, and understand your personality in the time it takes to microwave a coffee.

For small businesses and founders, this is gold. Your advantage over bigger competitors isn't your budget or your team size. It's your authenticity and your closeness to the product. Video lets you leverage that advantage.

The other reason? Platforms prioritize video. LinkedIn, YouTube, TikTok, Instagram—they all reward video content. Post a video and watch your reach multiply compared to the same message written as text.

But here's what I need you to hear: you don't start with advanced techniques. You start by understanding the five core video types that actually drive results.

The 5 Video Types Framework: Your Starting Point

Before you hit record, you need to know what you're filming. Most beginners make the mistake of thinking "video marketing" means one thing. It doesn't.

There are five core video types that work for any business, at any stage, with any budget. Master these five, and you'll have a system that actually works.

1. Problem-Solution Videos (60–90 seconds)

These videos show your customer a problem they have, then reveal your solution. You're not pitching here. You're letting them see themselves in your content.

Example: If you sell project management software for freelancers, your problem-solution video shows a freelancer juggling spreadsheets, emails, and Slack messages—then demonstrates how your tool centralizes everything.

Why it works: People don't buy features. They buy solutions to problems they recognize.

2. Demo Videos (90–120 seconds)

A demo shows exactly how your product or service works. It's the "see it in action" video. Walkthrough style, clear, practical.

This is the video people ask for when they're close to buying. They want to see if your product actually does what you say it does.

Keep it simple: no voiceover with background music is fine. Screen recording with text labels works just as well as fancy editing.

3. Customer Story Videos (2–4 minutes)

These are testimonial videos, but done properly. A real customer talks about their problem, how you helped, and what changed.

Customer stories are your most credible content. They're not you selling. They're a customer selling for you.

If you're thinking "but our customers won't be on camera," you're wrong. They will. You just need to ask the right way. We'll go deep on this in the next post.

4. Founder/Expert Videos (90 seconds–3 minutes)

You sharing a tip, insight, or perspective. These build personal brand and position you as someone who knows what they're talking about.

Examples: "Three things we learned scaling from £50k to £500k annual revenue" or "The mistake every new founder makes with paid ads."

These don't need to be polished. In fact, authenticity beats production quality here. Founders watching want to see the real person, not a corporate video.

5. Educational/How-To Videos (3–8 minutes)

Teaching something your audience needs to know. Could be how to use your product, how to solve a problem in your industry, or how to avoid a common mistake.

These videos drive traffic and establish authority. They're also the type that gets shared and ranks in search results.

You've probably watched a how-to video today. The format works because people prefer to learn by watching.

The Beginner's Toolkit: You Probably Already Have What You Need

This is the part that trips people up. They think they need to invest thousands in equipment before they can start.

You don't.

For your first videos, you need:

That's genuinely it. No ring light. No £2,000 camera. No professional sound engineer.

Beginners wait for perfect equipment. Experienced video creators use what they have and focus on the content instead. Start with your phone. Upgrade later if you need to.

The 3-Step Process to Your First Video

Step 1: Pick your video type. Which of the five types above solves the most immediate problem for your audience right now? Start with one. Problem-solution and demo videos are usually easiest for beginners.

Step 2: Write a simple script. Not a screenplay. Just bullet points of the three main things you want to communicate. This keeps you on track without sounding robotic if you go off-script slightly.

Step 3: Shoot and edit. Film during natural light (morning or afternoon, near a window). Keep it to one or two takes—perfectionism kills momentum. Edit out the long pauses and fumbles. Add text if it helps clarity. Done.

Total time: 2–3 hours from script to finished video.

Where to Post Your Videos (And Why Platform Matters)

You've got your video. Now where does it live?

The honest answer: platform depends on where your audience is.

Start with one platform. You can repurpose to others later. Most beginners dilute their effort across five platforms instead of nailing one.

The Mistakes That Keep Businesses Stuck at Zero Videos

Waiting for "the right time." There is no right time. There's only before you start and after you start. The longer you wait, the bigger the gap feels. Just film something — a 60-second founder intro, a screen recording with your voice, anything. You can't improve what doesn't exist.

Making it too long. A 12-minute video feels safer because there's more room to explain yourself. But a 90-second video forces clarity — and clarity is what makes people watch to the end. The constraint is the feature, not the problem.

Talking about yourself instead of your customer. The beginner version: 5 minutes explaining your product's features. The version that actually converts: 2 minutes showing a problem your viewer recognises, then 30 seconds on how you solve it. Flip the ratio. Your viewer doesn't care about your product. They care about their problem.

Forgetting the call-to-action. You create a video, people watch it, they think "that was good" — and then nothing happens. Where should they go next? Subscribe? Visit your site? Book a call? Tell them. A video without a CTA is like a great pitch that ends with you walking out of the room.

Your Next Step: The Video Brief Template

You're ready to start, but there's one tool that'll save you hours: a clear video brief.

Before you hit record on any video, write down: who is this for, what problem does it solve, what's the one thing they should remember, and where does this video live.

A solid video brief takes 10 minutes and prevents 2 hours of wasted shooting and editing.

We've created a free Video Brief Template that walks you through this exact process. It's the same framework I used when launching video programs at my previous company. It'll keep your first videos focused and effective.

You're Ready

You don't need experience. You don't need expensive gear. You don't even need to be comfortable on camera (though you'll get comfortable faster than you think).

You need clarity on what to film, a simple process, and permission to let your first video be imperfect.

The best time to start was yesterday. The second-best time is today.

Pick one of the five video types above, write a quick script, and shoot it this week. Your future customers are waiting to see the real, authentic version of you and your business.

Plan your first video in 10 minutes

The Video Brief Template walks you through every decision before you hit record. Same framework used by video teams at major tech companies.

Get the Free Template →

Created by a Head of Video at a global tech company with 1,200+ employees

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