Video has become a vital component of any successful marketing strategy. I should know: I've built a career on adding more and more video to marketing campaigns. Whether it's for product demonstrations, brand storytelling, or social media campaigns, businesses across industries are increasingly turning to video to engage their audience and drive results. In fact, videos on social media get 12 times more shared than text and images combined.
However, one question that many companies grapple with is whether to create video content internally or to outsource production to a professional company. In this post, we'll explore the factors to consider when making this decision.
Internal Production: The Pros and Cons
Pros:
Cost-Effective: Producing video content in-house can be more cost-effective, especially for smaller projects or businesses with limited budgets. Everyone has an smartphone and you can absolutely make passable content with just a phone and a good mic.
Control and Flexibility: Handling video production internally gives you greater control over the creative process and allows for more flexibility in making changes or adjustments. You're not paying hourly when you have a drastic change of heart after seeing v1 of your video.
Brand Knowledge: Internal teams have an intimate understanding of the brand, its values, and its audience, which can lead to more authentic and on-brand content.
Cons:
Resource Constraints: Internal production may require investing in equipment, software, and training, which can be costly and time-consuming. Not every company has the resources to spend $15-30k on the equipment, software, and expertise to bring high-quality video fully in-house.
Expertise and Quality: Unless you have experienced videographers, editors, and other professionals on staff, the quality of internally produced videos may not match that of professionally produced content. While you can hire just one person and hope they are a jack of all trades, those folks are rare and expensive.
Time Commitment: Managing video production internally can be time-consuming and may divert resources away from core business activities.
Outsourced Production: The Pros and Cons
Pros:
Professional Quality: Hiring a professional production company ensures high-quality results, with access to experienced professionals, state-of-the-art equipment, and industry expertise.
Time and Efficiency: Outsourcing production can save time and resources, allowing you to focus on other aspects of your business while the experts handle the creative process.
Scalability: Production companies have the capacity to handle projects of any size and complexity, ensuring that your video content meets your objectives and resonates with your audience.
Cons:
Cost: Hiring a production company may be more expensive upfront than producing content internally, particularly for smaller projects.
Communication Challenges: Working with an external team may present communication challenges, especially if there are differences in time zones, languages, or communication styles.
Lack of Brand Understanding: Production companies may not have the same level of familiarity with your brand, audience, and objectives as an internal team, which could result in content that misses the mark. If you can, it's important to find a production house that specializes in your industry. It can save you a ton of time and money.
Making the Decision
So, when should a company create video internally, and when should they hire a production company? Ultimately, the decision will depend on a variety of factors, including budget, resources, timeline, and the specific goals of the project.
Consider creating video internally if:
You have the necessary expertise, equipment, and resources available in-house.
You have a clear vision for the project and the flexibility to handle the creative process internally.
Budget constraints make outsourcing production prohibitive for smaller projects.
Consider hiring a production company if:
You prioritize professional quality and want to ensure that your video content stands out from the competition.
You lack the expertise or resources to handle video production internally.
You have a larger budget and are willing to invest in outsourcing to achieve your marketing objectives.
Conclusion
The decision to create video content internally or to hire a production company is a crucial one that should be made carefully, taking into account the unique needs and objectives of your business. While internal production offers cost-effectiveness and greater control, outsourcing to a professional company ensures high-quality results, efficiency, and scalability.
By weighing the pros and cons of each approach and considering factors such as budget, resources, and project goals, you can determine the best course of action for your video marketing efforts. Whether you choose to produce content internally or to partner with a production company, the most important thing is to create compelling and engaging video content that resonates with your audience and drives results for your business.
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