Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Moving Company Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your service to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 82 seconds

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 62% 24% 14%
Animated Logo Intro No 14% 45% 41%
Background Music No 14% 49% 37%
Employees at Work Yes 71% 22% 7%
Truck & Equipment Yes 78% 16% 6%
Testimonials Yes 55% 31% 13%
Office Headquarters Yes 34% 45% 21%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 79% 15% 6%

Industry Overview:

10% of customers said they would not use the internet to choose a mover. 43% of people said they would not watch a video before choosing a mover. On the flip side, 57% of consumers say they would watch a video if curious and have a need.

Things that Improve Customer Interest:

  1. Well-maintained/new truck/equipment 15%
  2. Signs the service is professional/gentle/detailed. Showing real methods/precautions used 13%
  3. Testimonials/reviews/references (authentic) 13%
  4. Professional employees (appearance/attire/attitude/that care) 12%
  5. Price guarantee/low price/straightforward, honest price 10%
  6. On-time guarantee/Fast delivery time/On-time percentage/Reliable 9%
  7. Professional narrative clearly delivered (by owner) 6%
  8. Concise/complete info (what to expect and who to call if there are problems) 6%
  9. Guarantee of service quality (repair, replace, how "what if" scenarios are handled) 7%
  10. Authentic, transparent/honest, not like a TV commercial full of false promises 5%
  11. Insurance (item breakage or employee injury) 5%
  12. Modern main office/facilities 4%
  13. Professional or well-run operation overall 4%
  14. Signs of great customer service/Responsive/Accommodating/Care 3%
  15. Years of experience/Years employed 3%
  16. Can somehow show good reputation 1%
  17. Showing multiple real moves at many locations and situations 1%
  18. How many successful moves completed (without complaints or broken items) 1%
  19. Shows estimated work speed 1%
  20. High quality video production 1%
  21. Family operated 1%
  22. Careful employee hiring practices/background checks 1%
  23. Safety guidelines in place 1%
  24. Community involvement 1%
  25. Availability/not over-booked 1%
  26. Community involvement 1%
  27. Good rating with BBB 1%

Things that Scare Customers Away:

  1. Signs of low skill level, carefulness or unprofessionalism 19%
  2. Poor employee attire/appearance 16%
  3. Old/dirty truck/equipment 15%
  4. Lack of authentic footage (staged scene, use of actors, fake smiles moving heavy items) 8%
  5. Overpriced 8%
  6. Aggressive sales pitch or exaggerated claims or unrealistic guarantees 6%
  7. Low production quality of video 5%
  8. Messy main office 5%
  9. Not convincing that staff is courteous 4%
  10. Lack of authentic positive reviews/testimonials/staged testimonials 4%
  11. Video tries to entertain (cheesy) rather than being direct 4%
  12. Not convincing that they will be on time/reliable/quick/available 3%
  13. Hiding price info 2%
  14. Lack of information about the company and employees 2%
  15. Poor communication skills from narrator 2%
  16. Fails to be concise (rambles, providing irrelevant information) 2%
  17. Not showing main office 1%
  18. Not convincing that they are accommodating and flexible 1%
  19. Not convinced they are detail-oriented 1%
  20. No guarantees 1%
  21. Service niche doesn’t match specific needs 1%
  22. Too many young employees 1%
  23. Annoying theme song 1%
  24. Annoying voice actor 1%
  25. Owner looking overly rich/Plush office 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 10 moving company marketing video examples here: Moving Company Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Moving Company Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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