January 23, 2026
Starting a business is brutal. You've probably figured that out already. You've got this brilliant idea, a team that actually believes in what you're building, and you're putting in 80-hour weeks to make it happen. But here's the thing nobody warns you about: none of that matters if you can't get people to notice you exist.
Your potential customers? They're drowning in content. Every single day, they scroll past hundreds (probably thousands) of posts, ads, and updates. Static images get ignored. Those long, carefully written blog posts you spent hours on? Most people won't even start reading them. What actually makes someone stop scrolling is a video. And for new companies trying to break through, effective video marketing for startups has become essential.
Think about your own behaviour online. When was the last time you actually stopped scrolling? What made you do it?
I'd bet it was something moving. Something with sound. Something that felt alive and grabbed your attention before you even realised it.
That's what video does. It combines visuals, audio, and motion in a way that text just can't compete with. I've worked with startups for years now, and I've seen companies completely transform how people perceive them with a single well-executed video. You can show your personality, explain complicated products, and create an emotional connection with viewers in less than a minute. If you're not sure where to start, working with a video production company can help you create that first impactful piece.
Billboards and print ads had their time. They really did. But if you're running a startup right now, with limited resources and a need to move fast, those traditional methods are going to drain your budget without giving you much back.
You need agile marketing. Something you can test on Monday, analyse on Tuesday, and improve by Wednesday. Digital marketing gives you that flexibility, but there's still a problem: people have developed this incredible ability to ignore ads. They don't even consciously do it anymore. Their eyes just glide past banner ads and sponsored posts like they're not even there.
The solution isn't to shout louder with the same tactics. It's about creating content that doesn't feel like marketing at all. Content that's actually useful or entertaining. This is exactly where video marketing for startups becomes powerful. You're showing people value instead of just telling them about it.
I've worked with maybe 40 or 50 startups over the past few years. The ones that properly embrace video? They consistently do better. It's not even close.
And I'm not talking about going viral (though that's lovely when it happens). I'm talking about building a consistent presence that keeps your audience engaged over weeks and months. Working with a video production services company like Astor can help you create professional content that resonates with your audience, even if you've never worked with video before.
Here's something I tell every client: people buy from people. Not from logos. Not from fancy websites. From actual humans they feel they can trust.
When someone can see your founder on camera explaining the vision, or watch a real customer talk about their experience, it completely changes the dynamic. You're not just another company trying to take their money. You're real people solving real problems. This is especially crucial when you're new and don't have years of reputation backing you up.
The authenticity in video marketing for startups can't be manufactured. And honestly? That's a good thing. When you genuinely care about what you're building, that comes through on camera. People pick up on it.
Have you ever tried explaining a complicated software platform in an email? It's absolute torture.
But show someone a 90-second demo video, and suddenly everything clicks into place. They can see it working, understand the benefits immediately, and actually picture themselves using it. I've seen conversion rates double and sometimes triple when companies swap out lengthy text descriptions for clear visual demonstrations.
Whether it's an animated explainer or a straightforward product walkthrough, video breaks down complexity in ways that text never could. This is particularly true for SaaS and technology products, where showing the user interface and workflow in action makes all the difference. Good video marketing for startups takes something complicated and makes it feel simple.
Here's something that surprises a lot of founders: Google absolutely loves video content.
Websites with embedded videos typically see longer session times and better engagement metrics. Those are both signals that Google interprets as "this content is valuable", which means your rankings improve. It's basically a win-win.
Then you've got YouTube, which is the second-largest search engine on the planet. When you properly optimise your video titles, descriptions, and tags, you're giving yourself two separate chances to show up in search results. That's a massive advantage in any video marketing for startups strategy.
If you're not using video on social media, you're basically working against the algorithm.
The platforms favour video. Posts with video consistently get more shares, more comments, and more engagement than anything else you could post. Whether you're doing 15-second Reels, longer YouTube content, or LinkedIn videos, you're working with the algorithm instead of fighting it.
Companies can help you create videos optimised for each platform's specific requirements, which honestly saves hours of work and gets you better reach across all your channels.
Right. Let's address the obvious objection: "Video production costs a fortune!"
Except it doesn't. Not anymore. That's outdated thinking from maybe 10 years ago, and it stops too many startups from even attempting video.
Your phone probably shoots in 4K. Add a £20 tripod from Amazon and a basic lapel microphone (£50 if you want decent quality), and you've genuinely got a workable production setup.
The two things that actually matter are lighting and audio. For lighting, just film near a window during the day. Natural light is free, and it looks great. For audio, make sure people can hear you clearly. That's it.
What really determines whether your video works is the content itself. Is your message clear? Does it actually help people? Have you planned what you're going to say? Write a loose script (don't read it word-for-word or you'll sound robotic), practise it a couple of times, and just hit record. That's genuinely how you start with video marketing for startups.
I'll be completely honest: people will forgive slightly grainy footage if your content is valuable. They won't forgive boring content just because it looks polished.
A raw, authentic behind-the-scenes video of your team actually solving a customer problem? That builds trust. This approach to video marketing for startups is both affordable and surprisingly effective.
When you're ready to step things up, working with professionals like Astor can help you create polished content that maintains that authentic feel whilst looking properly professional.
Different videos serve different purposes in your marketing. Here's what I'd recommend focusing on first:
One of the brilliant things about digital video is that you can measure everything. But don't get obsessed with vanity metrics. View counts look nice, but they don't tell you much.
Building a brand from nothing means making smart decisions with whatever resources you've got. Ignoring video? That's leaving opportunities on the table that your competitors will happily take.
Video is genuinely the most effective tool you have for storytelling, building trust, and engaging customers. Start small. Focus on providing real value. Be consistent. That last bit matters more than almost anything else.
Your video marketing for startups journey doesn't need a massive budget. It needs a clear plan and the willingness to actually start. Whether you're creating content yourself or working with professionals, the important thing is to begin. Get that first video out there, learn from it, and keep improving.
The best time to start was yesterday. The second-best time is right now.
No, you don't. You can begin with the smartphone in your pocket. Focus on getting clear audio with a simple microphone and using good natural light, like filming near a window. A clear message is far more important than costly equipment when you're starting out.
Start with videos that have a clear purpose. A short explainer video (60-90 seconds) to show what you do, a founder story to build a personal connection, and product demos to show your solution in action are all excellent starting points.
Search engines see video as high-value content. When you embed videos on your site, visitors tend to stay longer. This signals to Google that your page is useful, which can help improve your search rankings over time.
Focus on providing genuine value. Share your knowledge, tell your real story, or show your product solving a real problem. Let your personality come through and don't over-script your content. People connect with real people, not corporate-sounding scripts.
Starting yourself is a great way to learn what works for your audience without a big initial investment. As you grow and understand your video strategy better, you can then consider working with a professional service to produce more polished content.
The Entrepreneurs Guide to Launching a Fast, Lean and Profitable Online Venture.
This is where the magic happens.
