Why Video Marketing Works for Hawke’s Bay Businesses
Across Hawke’s Bay, more businesses are investing in video than ever before.
From professional services in Napier and Hastings, to hospitality, trades, wellness, retail and agriculture-adjacent businesses – video is now seen as expected, not optional. And yet, many local business owners quietly ask the same question:
Why are we putting money into video when it’s not actually bringing in enquiries?
The answer isn’t that video doesn’t work. It’s that video without strategy rarely performs – especially in smaller, relationship-driven markets like Hawke’s Bay. Let’s break down what the data shows, and what local businesses often get wrong.
Video Works. Backed By Data.
The global data around video marketing is clear:
These numbers apply everywhere — including regional markets. But Hawke’s Bay businesses operate in a different context to big-city or global brands.
Trust Matters More Than Reach
Hawke’s Bay is a relationship-driven market. People don’t just click and buy — they ask around, check reputations, recognise faces, and prefer dealing with locals they trust.
Clarity and credibility matter more than hype here. That’s why video has huge potential — but only when it’s used correctly. In regional markets, video doesn’t need to go viral. It needs to build trust quickly and clearly.
Why video often fails for local businesses
Even when the footage looks good, video often underperforms for a few simple reasons.
1. There’s no clear purpose
Many local businesses commission video because it feels like the right thing to do:
Everyone else is doing it. We need something for social media. We should probably have a video. The result is content that looks professional, but doesn’t actually help someone decide anything. Effective video should do one clear job. For example, it might:
explain a service
show how a process works
reassure a potential customer
answer a common question
If someone finishes watching and still doesn’t know what to do next, the video hasn’t done its job.
2. Production is prioritised over clarity
High-quality visuals are great — but clarity always matters more. Data from HubSpot shows that:
Viewers prioritise relevance and usefulness over cinematic quality.
Simple, clear videos consistently outperform overproduced ones in engagement and conversion.
This is especially true in Hawke’s Bay, where audiences respond better to:
Straightforward explanations
Real people
Honest communication
Familiar environments
Polish helps. But clarity converts.
3. The video isn’t connected to the buying journey
Local customers don’t usually buy immediately after one touchpoint. They:
Watch
Think
Check your website
Ask someone they trust
Come back later
Video works best when it supports this process. Different stages need different content:
Early stage → explanation and education
Mid stage → reassurance and credibility
Late stage → confidence and clarity
When businesses produce video without understanding where it fits, the content floats without direction.
What Makes Video Effective Locally
When video works well locally, it tends to do three things.
1. It reduces uncertainty
People don’t choose local businesses because of flashy marketing. They choose them because they feel confident. Strong business video:
Explains how things work
Shows what to expect
Removes guesswork
Answers the questions people are too busy to ask
This is why explainer videos, service walkthroughs, FAQs, and behind-the-scenes content perform so well in regional markets.
2. It builds familiarity faster
In Hawke’s Bay, familiarity goes a long way. Video allows people to:
See who they’ll be dealing with
Hear how you communicate
Get a sense of your professionalism and personality
This familiarity builds trust before a meeting or phone call ever happens.
3. It supports sales conversations
Good video doesn’t replace human connection — it strengthens it. Businesses using video effectively often notice:
Shorter sales cycles
Better-qualified enquiries
Fewer repetitive questions
More confident prospects
Video becomes a support tool, not a replacement for real interaction.
Strategy Matters More Than Volume
One of the biggest misconceptions is that success comes from posting more. The data — and real-world results — suggest otherwise.
Clear messaging consistently outperforms high frequency.
Direction consistently outperforms volume.
Especially in a market like Hawke’s Bay, where people notice quality over noise. You don’t need to be everywhere. You need to be understood.
The Takeaway
Video marketing works — including in Hawke’s Bay — but only when it’s intentional.
When videos don’t perform, it’s rarely because you’re bad on camera, the quality isn’t high enough, or social media is “dead”. More often, it’s because the message isn’t clear, the purpose isn’t defined, or the content isn’t tied to a real business outcome.
That’s not a filming problem. That’s a strategy problem.
Thinking About Using Video for Your Business?
Video works best when it’s intentional — not random. If you’re a Hawke’s Bay business trying to build trust, explain what you do, or show up more confidently online, this is where strategy matters most.
Explore Video Services