Written by Jason Zagami

video_marketing

Video Marketing will always catch more attention than a static image or plain text. Look at any brand's on your Instagram feed and you'll see that video's get 2 to 4 times the number of views, comments and clicks. 

No matter what industry you're in, video will always tell your story better than text and photos. 

When should you film it yourself?

The cost of a simple video can start around $5,000 to produce. This expense can be out of reach for many small businesses. If you're starting out, I highly recommend being your own videographer. 

It will save you money and give you practice crafting a story. 

The cost of equipment has never been lower. Every modern smartphone is capable of filming in HD. As long as you speak loud enough for good audio, that's all you'll need. 

Ten years ago I created my first videos using my iPhone and Apple's iMovie. They didn't cost me a thing and generated tens of thousands of dollars in revenue. 

When should you hire professionals?

If you have the budget for video content than definitely hire a professional. Video Marketers have the experience to nail it on the first try. Videographers are professional storytellers with years of experience.  

Start off by doing your homework. Find a company that has worked with reputable brands. View their portfolio and see if you like it. More importantly, does their style fit your brand and values?

Big brand videos using actors and custom built sets can cost over $100,000, and in some cases exceed a million dollars.

What does a professional shoot entail?

It depends. We've done simple shoots using just one cameraman and an assistant. We've also produced videos where we needed sound engineers, lighting experts, a director, makeup artists and set designers.

  • Camera Man (sometimes multiple)
  • Director
  • Makeup Artist
  • Set Design
  • Audio Engineer
  • Assistant (lighting)
  • Talent (actor/model)
  • Video Editor

Equipment is also a consideration. It's not uncommon for us to use over $100,000 worth of equipment on a simple shoot. One 4K camera and a few lenses can easily top that. 

  • Camera
  • Lenses
  • Lighting Equipment
  • Audio Recording Equipment
  • Batteries/Power Supply
  • Rigs/Cranes/Sliders/Dollies

Also keep in mind that every video needs an editor, someone has to put the video together in post-production. Video editing computers can be as simple as a basic desktop or as complex as a render farm for complex 3D rendering, special effects, 360 Video or 8K Color Grading. 

Most videos cost between $5,000 and $20,000

80% of all videos we've produced cost between $5,000 and $20,000. It all depends on the equipment necessary and the number of man hours required to produce it. Be honest upfront about what your budget is. That's the best way to get the most for your money. 

Don't make them guess your budget. Often when managers won't reveal their budget, the proposals could be way out of line. 

Having a proposal that's way under your budget is far worse than way over. If it's way over you can say no, or reveal what your budget actually is. A video that's produced for much less than you expected will often underwhelm you. You get what you pay for and by that point the money is spent. 

Lead with honesty and trust. You'll be glad you did.  

Learn More 

Would you like to learn more about content marketing? Read our Inbound Marketing eBook. 

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