HeyGen for Small Businesses: A Practical AI Video Kickstart Guide

Welcome to Your Small Business AI Video Jumpstart Guide

Want to create more video content but feel held back by limited time, budget, or production resources? You’re not alone. The good news? With HeyGen, you can easily create, translate, and repurpose videos that look professional, without the high costs or long turnaround times of traditional production.

This guide is designed specifically for small business owners and entrepreneurs who want to grow their brands, reach new customers, and scale content creation. You’ll learn how to go from idea to finished video quickly. No cameras, studios, or on-screen talent needed!

Don’t miss the practical video creation exercise in the Making Your First Video section. It’s designed to help you learn by doing and get up to speed straightaway.

Top ways small businesses are using HeyGen

HeyGen are more than a video tool. It’s a creative engine built for professionals who need to move quickly, scale content, and drive results without sacrificing quality. From multilingual courses to social ads, here’s how small businesses and entrepreneurs of many kinds are using HeyGen to create quite high-impact videos at scale.

Why Video is Vital for Small Business Growth Today

The Challenge

• Hiring a team or outsourcing video creation is too expensive and time-consuming
• Filming yourself takes hours you could be spending on running your business
• You need content that works across platforms and languages, not just a single one

What AI Video Makes Possible

Speed, Scalability & Cost Savings

Video course production timeline reduced from 4 weeks to 15 minutes per video by Anneleen Bru, cat behaviourist and online educator at Happy Cats

Localisation

Marketing and courses in 6+ languages offered by Kung Fu Kendra by using HeyGen’s translation features

Personalisation

Hundreds of real estate professionals at Ask The Agent generated considerably more new client opportunities by producing personal branding videos with HeyGen avatars

Want to explore this in more depth?

→ AI Video Marketing Strategy eBook

→ 5 ways to use your marketing budget more efficiently eBook

→ Visit our practical guide for L&D professionals eBook

Creating Your First AI Video

Introduction

New to video or trying out HeyGen for the first time? You’ve got this. This section will walk you through each step to help you make a great video, quickly.

Like learning in action?

Pick a video type above to open a ready-made template in HeyGen and follow along as you go.

High achiever?

We rather like that. Skip ahead to Step 4: Choose the Right AI Avatar Spokesperson and create your own AI avatar – your digital twin and future video star.

Not ready to get started yet?

No worries. Skim through the steps now and come back to the full how-to when you’re ready.

Ready to get started? Begin with this 2-minute tour of HeyGen’s AI Studio Editor, and then let’s get started!

→ HeyGen Academy: 101

broad overview of all HeyGen features

→ HeyGen Academy: AI Studio

more detailed look at video editing

Step 1: Set up your HeyGen workspace for scale

Smart entrepreneurs do not start from zero every time – they build systems that scale.

With HeyGen, it’s easy to keep your videos on-brand by setting up a Brand Kit to use your fonts, colours, logos and assets automatically.

Just paste in your company’s URL to get started, or upload your brand elements manually.

In a hurry? No problem. You can always come back and finish this step later.

Helpful tip

Once your Brand Kit is armed with your brand's colours, you can easily update most HeyGen Templates to match. Just swap in your colours so every video stays on-brand, or hit the Shuffle Colours button to have HeyGen swap them automatically.

Step 2: Set Your Strategy

Before jumping into video creation, take a moment to clarify your business goal, audience, platform, and message. This will help you create videos that not only look great, but also work for your bottom line.

Business Goal

What do you want this video to achieve for your business?

Examples: drive sales, explain your service, educate customers, increase engagement, build credibility

Target Audience

Who is this video for? What do they care about, and where are they in their journey with your business?

Examples: first-time visitors to your website, returning customers who need help with your product, DIYers who follow you on Instagram

Primary Distribution Channel

Where will people see this video?

Examples: Instagram Reels, YouTube, Shopify landing page, email newsletter, Facebook adverts

Message or Hook

What problem are you solving, and how will you capture attention in the first few seconds?

Examples: ‘Ever wonder why you don’t see results after a tough workout?’ or ‘Looking for your dream property, but don’t know where to start?’

Top tip

Need a second opinion on your strategy? Head to ChatGPT, Claude, or another tool of your choice and prompt with the following:

"I'm planning a marketing video campaign for [product/service]. My goal is [goal], my target audience is [audience], I'll distribute it on [channel], and the core message or hook is: [hook]. Can you give me feedback on how clear and effective this is and suggest any improvements?"

Explore more script templates and tips

→ Video adverts
→ Social influencer videos
→ How-to videos
→ Product explainers

→ Learning Courses

→ Explainer Videos

→ Webinars and podcasts

→ Newsletters

Step 3: Write Your Script

Your script is the backbone of a great video ad or clear, effective learning experience.

For a promotional video or advert, here’s how to make it count:

• Start with a strong hook (the first 3–5 seconds matter most) that illustrates a common pain point or value proposition.
• End with a clear CTA (call to action), such as directing people to your website, a new offer, etc.
• Use simple, conversational language, speaking directly and clearly to your audience.

For an educational video, here’s how to do it properly:

• Start with context and relevance such as a scenario, question or common challenge to show why the topic matters. This builds motivation and learner engagement.
• Keep it structured and focused, breaking content into logical, easy-to-follow steps with a clear, steady pace.
• Use simple, conversational language, speaking directly and clearly to the learner.
• Reinforce key takeaways and next steps by ending with a simple summary, an invitation to reflect on or apply the learning, or a clear pointer to the next module or resource.

Top tip

Want to move more quickly? Check the following Best Practices page for guidance on using tools like ChatGPT to write your script.

Still not sure where to begin? Here are a few sample outlines for inspiration.

If you’re following along in HeyGen, these scripts are already built into your template.

Access templates, including these scripts, here:

Learning course

Video Ad

Social influencer video

Explore script templates and further tips for popular marketing video types

→ Video adverts
→ Social influencer videos
→ How-to videos
→ Product explainers

Best practices: write scripts better and faster with AI

Running a business means wearing a lot of hats, so why not let AI help you write your video scripts faster and more effectively? Tools like ChatGPT, Claude, and Gemini can help you get high-quality scripts in minutes, not hours. Here’s how to make the most of them.

Step 1: Start with a clear prompt

• Tell the AI what sort of video you’re creating and what you want it to do for your business. Include details such as:
• The type of video (e.g. educational course module, social advert, etc.)
• Who it’s for (e.g. new customers, newsletter subscribers)
• What you want the video to achieve (e.g. drive signups, answer FAQs, showcase your brand)
• The tone or voice (e.g. friendly, expert, fun)

Sample prompt:

"Write a 60-second video script for a luxury property listing targeting buyers from outside the area. The tone should be confident and professional. End with a call to action to book a virtual tour."

Step 2: Add key talking points

Want a more accurate, on-brand script? Include a few quick bullet points about what to emphasise.

Example:

• Product/service name
• Key value proposition or feature
• Call to action

Sample prompt:

"Include these points: 123 Bayview Drive is a newly renovated 4-bed, 3-bath with sea views and a chef’s kitchen. Ideal for remote workers relocating to the coast. CTA: Book your private viewing today."

Step 3: Ask for the right format

Tell the AI how you’ll be delivering the video. This helps shape the tone and style.

Example:

• A spoken script delivered by the founder
• Will be distributed on Instagram Reels
• A casual, human tone

Sample prompt:

'Write this as a spoken script delivered by my AI avatar for Instagram Reels. Keep it friendly, clear, and engaging.'

Step 4: Review and adjust

Paste the script into HeyGen, preview it with your avatar, and listen. Does it sound like you? If not, tweak it with follow-up prompts such as:

• Make it more conversational
• Add a hook that captures attention in the first 3 seconds
• Turn this into a shorter 30-second version for social media
• Include a quick statistic about the neighbourhood
• Try three versions of the closing call to action

Explore scripting in more depth

→ How to write effective video scripts with AI: A modern marketer's guide (eBook)

Step 4: Choose the right AI Avatar

Your spokesperson sets the tone. Choose a ready-made Public Avatar, create a Custom Avatar that fits your brand, or for the ultimate personal touch, create your digital twin in minutes with HeyGen’s Hyper Realistic Avatar feature!

HeyGen offer multiple options for creating Custom Avatars. Click the links below to explore the details further.

Best practice: creating the ideal custom avatar

Ready to create a professional, lifelike avatar with endless customisation options? Explore the resources below for tips, best practices, and a quick overview of what you’ll need to get started.

When creating a Custom Avatar, remember: quality in = quality out. The better your photos, videos, and written prompts, the more realistic and polished your avatar will be.

Whatever is in your Hyper Realistic Avatar training video, from gestures to facial expressions or vocal inflection, will be reflected in the final result.

Pro tip

Use HeyGen’s Generating Looks feature to change your avatar’s pose, surroundings or attire using nothing more than a text prompt.

Want to explore this in more depth?

→ Step-by-step guide to creating Hyper-Realistic Avatars

Best Practices: Creating High-Quality Bespoke AI Voices

HeyGen have a substantial library of stock AI-generated voices in over 175 languages, dialects, and emotional tones, but sometimes the perfect video calls for something bespoke. Below are three ways to create Custom Voices.

For the best voice quality, start with strong source audio. Here’s how to get a great recording:

• Use a high-quality mic or smartphone, held 6–8" from your mouth

• Record in a quiet, noise-free space

• Speak clearly with natural pauses and a slight emotional expression

• Upload multiple samples with different emotional tones for greater versatility (for HeyGen Custom Voice Clones only)

Want to explore this in more depth?

→ Definitive guide to hyper-realistic Custom Voice Cloning

→ Add emotions to your custom voice clone

Best practices: prompting like a pro

Prompting is the practice of carefully crafting and iterating text instructions (called prompts) used to guide AI tools to create content from scratch, such as images, motion, or audio.

Prompting is a quite effective skill for any AI creator. When paired with HeyGen, prompting unlocks countless ways to create high-impact videos where your imagination is your only limitation. Get ready to experiment and iterate.

Prompting Best Practices

Be Specific

The more clearly you describe what you want (tone, look, gesture, emotion) the better the AI can match your vision.

Start with structure

Use a consistent structure: what, who, where, how. This applies to visuals, tone of voice, and motion direction.

Include Context & Intent

Let the AI know the purpose: is it for a product demo, a social ad, or a tutorial? Context helps tailor the result.

Use Descriptive Language

Use adjectives that convey emotion, style or clarity (e.g. ‘confident’, ‘minimalist’, ‘high energy’, ‘calm pace’).

Iterate & Refine

Do not settle for your first attempt. Small prompt tweaks can lead to significantly better results across all media types.

Prompting best practices can vary slightly depending on what you are creating

Explore the resources below to look more closely at each type and get the most out of your prompts.

• Prompting best practices, common issues and solutions
• Prompting best practices for generating looks
• Prompting best practices for adding motion

Step 5: Create and polish your scenes in AI Studio

Now that your script and avatar are ready, it’s time to bring your message to life in HeyGen’s AI Studio editor where it’s easy to customise, enhance, and polish every part of your video – no editing experience required!

• Design your scenes in minutes using the Brand Kit or Templates you set up in Step 1.
• Reinforce your message with on-screen text or visuals and trigger them to appear or disappear with Animations.
• Browse HeyGen’s stock media library for high-quality b-roll video, royalty-free.
• Use Premium Scene Transitions to give your video a smooth, professional finish.
• Add and customise Captions to make your videos more engaging and accessible.
• Translate your videos to reach global learners, colleagues, and audiences

Helpful tip

Create and A/B test multiple versions of your videos to improve performance, drive results, and increase conversions.

Ready to edit like a professional?

→ HeyGen Academy: AI Studio, a detailed video course covering HeyGen's editing features

Best Practice: Adjust Pronunciation, Emotions, and Intonation

Need your avatar to sound just right? HeyGen give you quite effective tools to fine-tune voiceovers for natural, accurate delivery that feels true to life.

Want to see it in action?

→ HeyGen Academy: AI Studio - Pronunciation module

Strategies to Increase Your Impact

Whether you’re reaching new markets, testing what works, or tailoring content to different audiences, these advanced best practices and tools will help you scale your impact with precision.

Go Global with Translation

Learn how to translate and localise your videos into 175+ languages and dialects, no dubbing or voice actors required.

Use HeyGen’s Brand Voice feature to maintain consistency in translated videos by customising how certain words are handled (i.e., brandname pronunciations, forcing or blocking translation for certain terms).

Enterprise and Team plan users can also make edits directly to translated scripts by using our Proofread feature.

Need some inspiration? Check out how Trivago used HeyGen to localise TV ads for 30 markets at the same time.

Support Change Management with Flexible, Updateable Content

Change is constant and your learning materials need to keep pace. Whether you’re refreshing a full course module or updating a single training video, traditional content production with re-shooting and editing can turn even a small update into quite a substantial effort.

With HeyGen, updating videos takes minutes, not days. Swap out scripts, edit text, change visuals, and generate new versions with just a few clicks. No more bottlenecks. Just fast, flexible video that helps your learners adapt as quickly as your organisation moves. Learn more about using HeyGen for change management.

Personalise At Scale

Add a personal touch to your email campaigns, sales outreach, or customer support with Personalised Videos. By using dynamic elements, like the viewer’s name or details tailored to their interests, you can create a unique, more engaging experience for each person.

Integrate Personalised Videos directly into your workflow on HubSpot, Zapier, Make, Clay and more!

Interactive Avatar

Whether for sales, customer support, or education, Interactive Avatars turn one-way videos into dynamic, two-way conversations. It’s a quite effective way to boost engagement, personalise experiences, and drive action.

Need some inspiration? Have a look at how getitAI increase ecommerce sales with live, personalised shopping experiences.

Use Case #1: Learning Courses

Whether you’re reaching new markets, testing what works, or tailoring content to different audiences, these advanced best practices and tools will help you scale your impact with precision.

Customer Stories & Examples

Perfect For

Educators, consultants, coaches, wellness professionals, product education

Best practices

Break content into bite-sized chunks

Keep each lesson short and focused, ideally 3 to 7 minutes, so it’s easier for your audience to follow, revisit, and retain.

Keep your script clear and conversational

Don’t just teach—connect. Use everyday language, simplify technical terms, and bring ideas to life with stories or real-world examples.

Be deliberate with visuals

Use avatar presenters alongside screen recordings, demos, or supporting graphics to make your content more dynamic and easier to understand.

Add light interactivity

Encourage engagement with quick knowledge checks, reflection prompts, or simple exercises. Even a one-question quiz can boost retention.

Update easily as you grow

Use HeyGen to revise and refresh content based on feedback or product updates, with no need to re-film everything from scratch.

Key features

• Animations: add animated text or visuals to highlight key steps, reinforce learning, and keep viewers engaged.
• Templates: streamline creation and keep things consistent. Don’t forget you can customise HeyGen’s stock templates with your brand’s colours!
• Generate Looks: use text prompts to adapt your avatar instructor’s outfit, environment or pose to suit the subject or audience

Handy tip

If your how-to video needs extra visuals like screen recordings, make sure they align with your script. Start by writing your script, then use the preview button to play the audio whilst recording your screen in sync with the narration for the best timing.

Ready to explore in more depth?

→ Explore further with our Practical Guide for L&D Professionals eBook

→ Visit our step-by-step guide to creating engaging learning courses

Use Case #2: Video Adverts

Customer Stories & Examples

Perfect for

marketing brands, businesses or services

Best practices

• Keep videos short. Aim for under 60 seconds to hold attention and increase the chances your audience watch to the end.
• Lead with the value. Share your key message or benefit straightaway. Don’t wait until the end to tell people what’s in it for them.
• Match your message to your goal. Adjust the video’s style, length, and call to action based on where it’ll appear, whether it’s an Instagram Reel, a website landing page, or a customer email.
• Think mobile first. Most people will watch on their mobiles, so keep the framing tight, the pacing quick, and the visuals easy to follow.
• Make your edits stand out. Use simple text animations, product shots, or customer examples to stop your video feeling flat or static.
• Test and improve over time.Try different versions of your hook, message, or CTA to see what leads to the most clicks, calls, or sales, then do more of what works.

Top features

• Product Placement: add physical products to your videos with a click.
• Generate Looks: make your avatar more dynamic by switching their pose, surroundings or attire using nothing more than a text prompt.

Handy tip

Here's a tried-and-tested script structure from social media producer George “GG” Gossland of Favoured:

• Hook – Something visually odd or unexpected.
• Problem – What challenges is your viewer facing?
• Solution – How does the product or service alleviate those challenges?
• USPs – also known as ‘unique selling point’. Highlight the features that stand out.
• CTA – Always give viewers something to do next.

Ready to move up a level?

→ Watch a step-by-step tutorial on creating video ads

→ Explore HeyGen’s 5 ways to improve your video ads and performance ebook

Use Case #3: Social Influencer Video

Customer Stories & Examples

Perfect For

Businesses that thrive on social proof, including: product-based businesses (skincare, décor, etc.), service-based businesses (real estate, coaches, consultants), niche or passion-based businesses (pet brands, eco-conscious companies)

Best practices

• Hook viewers quickly. Aim to grab attention in the first 1–2 seconds with movement, bold text, or a compelling visual.
• Design for silent autoplay. Use captions, text overlays, and visual storytelling since many users watch without sound.
• Keep it short. Less is more. Aim for under 15–30 seconds on TikTok, Instagram Reels, or YouTube Shorts. Adjust your script speed using advanced voice settings.
• Frame it for the feed. Use vertical (9:16) or square formats depending on the platform. Avoid landscape orientation unless you’re posting to YouTube.
• Lead with the ‘aha’. Highlight the transformation, benefit or emotional payoff early, not just the product features.
• Make it look native. Use platform trends, faster-paced creator-style edits, or UGC avatars to blend into the feed.

Key features

• UGC avatars: browse hundreds of AI-generated stock avatars with an authentic content creator style.
• Captions: make sure your message gets through, even when the sound is off.

Handy hint

Here’s a high-performing content structure used by leading creators across TikTok, Reels and Shorts:

1. Scroll-stopping visuals: open with bold text, motion or a surprising visual to stop the scroll
2. Relatable moment: reflect a real pain point or ‘I’ve been there’ situation to build an instant connection
3. Transformation or payoff: show the value of your product in action
4. Creator POV: use voiceover or on-screen text to narrate with a personal, authentic tone
5. Simple CTA: make the next step obvious (‘Try this’, ‘watch more’, or ‘visit website’)

Ready to explore in more depth?

→ Watch a step-by-step tutorial on creating social influencer videos

→ Explore HeyGen’s ebook 5 ways to improve your video adverts and performance