Best Types of YouTube Content for Small Businesses

At Lillian Purge, we specialise in Local SEO Services and showcase The best types of YouTube content for small businesses so you can create videos that engage, inspire, and convert.

YouTube has become one of the most powerful marketing platforms for small businesses. It’s not just a space for entertainment anymore it’s where customers go to learn, compare, and decide who to trust. For small businesses, creating the right kind of YouTube content can drive awareness, boost credibility, and generate consistent leads. The key is choosing the content types that align with your brand goals and audience interests.

Why YouTube Matters for Small Businesses

With billions of searches each month, YouTube is the second largest search engine after Google. When you post videos optimised for SEO, your business has the chance to appear in both YouTube and Google search results. For local businesses, this means increased exposure to nearby customers searching for your products or services.

Video content builds trust faster than text. It allows potential customers to see your business in action, understand your values, and connect with your personality. It’s also ideal for repurposing clips can be shared on Facebook, Instagram, or embedded in your website to support your overall SEO strategy.

1. Educational and How-To Videos

Educational content is one of the most effective ways to attract and engage viewers on YouTube. People use the platform to learn how to do things, and your business can provide the answers.

For example:

• A local plumber could post “How to fix a leaking tap” or “How to prevent frozen pipes in winter.”

• A marketing consultant might create “How to improve your Google Business Profile.”

• A beauty salon could share “How to maintain healthy hair between appointments.”

These videos position your business as an expert in your field and attract potential customers who are actively looking for solutions.

2. Product or Service Demonstrations

Demonstration videos show your product or service in action. They’re particularly effective for businesses that sell physical products or provide hands-on services.

Show viewers what makes your offering unique. For example:

• A cleaning company can demonstrate the difference between standard and deep cleaning.

• A gym can film a personal trainer explaining how to perform a workout safely.

• A florist can show the process of creating a custom bouquet.

These videos not only educate but also build trust by proving the quality of your work.

3. Customer Testimonials and Case Studies

Nothing builds credibility like genuine customer feedback. Testimonial videos showcase real people who have benefitted from your services, helping new viewers trust your business faster.

Encourage satisfied customers to share short clips explaining their experience, or create mini case studies highlighting a client’s problem, your solution, and the result.

For example:

• A web designer could showcase a small business client who saw a 50% traffic increase after their new site launch.

• A landscaper could film a before-and-after walkthrough of a completed garden project.

This type of content provides authentic social proof and reassures potential clients that your services deliver real results.

4. Behind-the-Scenes Videos

People love authenticity. Behind-the-scenes content humanises your brand and helps customers feel more connected to your business.

Ideas include:

• A tour of your office, workshop, or store

• A “day in the life” of your team

• Preparation for a major event or product launch

Behind-the-scenes content builds trust and helps viewers see the effort, skill, and passion behind your business.

5. Local Community and Partnership Features

If you’re a small business serving a specific area, YouTube is a great place to highlight your community involvement. Feature collaborations with other local businesses, attend local events, or interview community leaders.

These videos strengthen your local brand reputation and help you appear more frequently in local searches. For example, a Bedford café could post a video titled “Exploring local suppliers in Bedfordshire.” This not only promotes your business but also creates valuable local backlinks when shared by partners.

6. Tips, Trends, and Industry Insights

Establish your business as a thought leader by sharing your expertise on industry trends or offering practical tips. You could discuss seasonal advice, common mistakes customers make, or emerging innovations in your field.

Examples:

• A digital marketing agency could share “Top SEO trends for small businesses in 2025.”

• A financial advisor might post “5 tax-saving tips for freelancers.”

These videos demonstrate that you stay informed and proactive, reinforcing your credibility.

7. FAQs and Problem-Solving Videos

Every business receives recurring questions from customers. Turning those FAQs into short YouTube videos helps you provide value and improve search visibility.

Each video can address one key question, such as:

• “How long does a house extension take?”

• “What’s the difference between bookkeeping and accounting?”

• “How do I prepare my car for MOT?”

When optimised correctly, these videos often appear in Google’s “People also ask” and YouTube’s suggested video sections, driving organic traffic to your channel.

8. Promotional or Announcement Videos

Use YouTube to share important news like product launches, special offers, or seasonal campaigns. Promotional videos should be short, engaging, and visually appealing.

For example:

• Announce new store openings or expanded service areas.

• Share time-limited discounts or giveaways.

• Promote new features or product improvements.

Adding a clear call-to-action, such as visiting your website or contacting your team, helps turn viewers into customers.

9. User-Generated and Collaborative Content

Encourage customers to share their own videos using your products or services. You can feature their clips on your channel or collaborate with other local creators.

This not only builds community engagement but also generates authentic content that boosts credibility. Collaborative videos, such as joint interviews or demonstrations with other businesses, expand your reach to new audiences.

10. Educational Playlists or Series

Creating a series or playlist helps retain viewers and encourages them to watch multiple videos. For example:

• A bakery could post a “Baking Basics” series.

• A home improvement company could share a “DIY Home Maintenance” playlist.

Structured series content positions your brand as an authority and increases watch time a key YouTube ranking factor.

How to Optimise YouTube Content for Local SEO

No matter what type of content you create, optimisation is essential for improving visibility and attracting the right audience. YouTube is not just a video platform—it is also the world’s second-largest search engine, meaning proper optimisation can make a huge difference in how often your videos appear in search results. For local businesses, optimising YouTube videos also improves rankings in Google’s local search results, helping you reach potential customers in your area. Here’s how to make your YouTube content work harder for you.

Include Your Location in Video Titles and Descriptions

When targeting a local audience, your location should be one of the first things viewers and search engines see. Including your town, city, or region in your video title and description helps YouTube and Google associate your content with that area. For example, a title like “Plumbing Tips for Homeowners in Milton Keynes” is far more effective than simply “Plumbing Tips.” It instantly signals relevance to people searching within that area and increases your chances of appearing in local search results.

In the description, include a few lines about your business, your location, and the services you provide. For instance, you might write, “Based in Milton Keynes, we offer plumbing, heating, and emergency repair services across Buckinghamshire.” These local details give both search engines and users the context they need to connect your video with nearby audiences.

Use Local Keywords in Tags and Captions

Tags and captions are often overlooked, but they play a crucial role in YouTube SEO. Tags help the platform understand what your video is about, while captions improve accessibility and keyword visibility. Incorporate local terms naturally in both.

For example, if you’re a Bedford-based electrician, use tags like “electrician Bedford,” “Bedfordshire electrical services,” and “how to rewire a plug safely.” Captions should also include naturally spoken local references or service areas. YouTube automatically transcribes videos, so using these keywords in your dialogue can further reinforce your local relevance.

Adding detailed tags and accurate captions not only improves search performance but also enhances the user experience. Viewers are more likely to stay engaged with your content when it’s easy to understand and relatable to their area.

Add Links to Your Website and Google Business Profile

Every video description should include clear, clickable links that direct viewers to your website or Google Business Profile. This helps convert viewers into actual leads by giving them an easy way to learn more about your services or contact you directly.

Start your description with your website link, followed by links to other relevant resources. For example:
“Visit our website: www.exampleplumbing.co.uk
Find us on Google: [Your Google Business Profile Link]”

This not only improves local SEO but also boosts traffic to your site and strengthens the connection between your YouTube channel and your other online profiles. When search engines see these consistent links across multiple platforms, it reinforces your business credibility and authority.

Encourage Viewers to Subscribe, Like, and Comment

Engagement is a key factor in YouTube’s ranking algorithm. Videos that receive more likes, comments, and subscriptions are viewed as higher quality and more relevant, meaning they are more likely to appear in search and recommendation feeds.

Encourage viewers to interact with your content by including clear calls to action in your videos and descriptions. Say things like, “If you found this tip helpful, give us a like and subscribe for more local home repair advice.” Responding to comments also signals to YouTube that your video is generating genuine conversation, which can help boost its visibility.

Engagement isn’t just about numbers it builds community. When viewers feel connected to your channel, they’re more likely to watch future content, recommend your videos, and ultimately become customers.

Add Subtitles or Closed Captions for Accessibility

Adding subtitles or closed captions makes your videos accessible to a wider audience, including people who are deaf or hard of hearing or those watching without sound. Beyond accessibility, captions can also enhance SEO. YouTube’s automated system scans your captions for keywords, meaning that including relevant phrases can help your video rank better for those terms.

If you create your own captions instead of relying on YouTube’s auto-generated ones, you can ensure accuracy and intentionally include important keywords such as your service area or business name. For example, if your video script includes lines like “At our Bedford workshop, we specialise in restoring antique furniture,” it reinforces your connection to that specific location.

Use Consistent Branding and Thumbnails

Optimisation extends beyond titles and tags it includes visual appeal too. Use custom thumbnails that include your logo, brand colours, and short, readable text. A thumbnail that says “Local Plumber in Milton Keynes” or “Bedford Photographer Tips” catches the eye and instantly communicates what the video is about. Consistent branding across your thumbnails helps viewers recognise your content and builds trust over time.

Track Performance and Refine Over Time

After you’ve optimised your videos, use YouTube Analytics to track their performance. Look at metrics such as watch time, traffic sources, and audience retention. Identify which videos perform best locally and which keywords or topics generate the most engagement. Over time, you can refine your future uploads to focus on what resonates most with your audience.

For example, if your video “DIY Boiler Maintenance Tips in Milton Keynes” gets significantly more views and engagement than general topics, it’s a clear sign that your audience values localised, practical advice. Use these insights to plan future content that builds on successful themes.

Summary

For small businesses, YouTube offers endless opportunities to reach, educate, and convert local audiences. The most effective content blends authenticity, expertise, and value. Whether it’s tutorials, customer stories, or community features, each video helps strengthen trust and visibility.

If you want to develop a YouTube content strategy that supports your SEO and drives local growth, Lillian Purge can help. Our team combines creative content planning with technical optimisation to ensure your videos perform where it matters most.

We have also written in depth articles on The benefits of live streaming on YouTube for local businesses and The role of YouTube in boosting local SEO rankings as well as our YouTube Hub to give you further guidance.