Filming on a Budget: Essential Gear and Techniques for SMBs

You’ve heard the refrain any number of times:

“There are middle school students who can create a feature-length film – all on their phone!”

This is ostensibly true. Some talented, independent content creators are out there, and new tools and technologies have made video production easier and more affordable. But before giving in to the temptation of hiring an ambitious videographer/editor to produce a video for your small or medium-sized business, it’s critical that you examine a number of factors before making a decision.

A videographer/editor might appear to offer more price-friendly options, but in the long run, they could end up costing you more than just money.

Good Judgment: Think Before Partnering With Content Creators

Details to consider include planning, strategy, gear appropriate for the project, personnel, time, and deliverables – all of which impact your costs, and ultimately, the level of success your video will generate.

So before you contract with your direct report’s nephew to create a culture video using his iPad, take a pause.

Equally important, hold off on spending half your quarterly budget on the latest and greatest digital video toys if you’re considering a DIY video.

And if you’re thinking about hiring an independent videographer, be careful. They may be eager to pay off a fancy new camera with proceeds from your video production – so stop and think twice about that partnership.

There are a number of solutions to be found between the extremes. Here are some things to keep in mind.

Make Your Production Budget Work for You

The price of a video can vary significantly depending on factors such as the amount and level of quality of the gear, crew, program length, locations, and length of post-production needed, including editing and graphics. While it's essential to consider these factors, there are ways to maximize your investment and produce high-quality video content for your organization without breaking the bank.

The key is to find a content creator or agency that is the best fit for your budget and communication goals.

Independent videographers are certainly capable of producing quality videos. However, a full-service video marketing company will offer several key advantages for businesses interested in creating video content. Here are a few:

Comprehensive Expertise: A full-service video marketing agency – one that will take your video from concept to completion – offers an experienced team of professionals, well-versed in concept ideation, writing, production, and post-production. This ensures a cohesive and well-executed video that aligns with your business objectives and messaging needs.

Strategic Planning: An effective video marketing agency specializes in developing a strategic approach to creating video content. It will consider your target audience, their pain points, key messaging, and overall marketing goals to create a video that will meet and exceed your communication goals and drive results.

Audience-Centric Focus: A full-service company understands the importance of creating content that resonates with your audience. They take the time to understand your organization and dive deep into the minds of your customers, asking the right questions to develop messaging that truly connects. The ultimate goal should be to craft your video content with the perspective, voice, and style to effectively engage your viewers.

Streamlined Process: When handling all aspects of video production from concept to creation to final delivery, a full-service video marketing agency can streamline the process. The opportunity savings allow you to focus your time and energy on other areas of your business.

Cost-Effectiveness: While upfront costs might be higher, partnering with a professional video marketing agency can lead to long-term savings. Their expertise and efficiency will help you avoid costly mistakes and produce more effective content.

Creativity for More Content: Smart content creators will find ways for you to leverage economies of scale with your production dollars by exploring opportunities for bonus content. This can be achieved by saving footage left on the proverbial cutting room floor and crafting those moments into engaging short-form pieces for your social media and client outreach. 

Staying in Our Lanes

While independent content creators have value, like all of us, they have strengths and weaknesses.

• Limited expertise: A videographer may not have experience in all areas of video production, such as scriptwriting, editing, design, or messaging strategy.

• Lack of focus: Without a broader strategic perspective, the video may not align with your overall marketing goals.

• Increased workload: A project of your scope may be too large for any one person to manage. Their other clients and projects could get in the way of your needs, leaving you to handle additional tasks, which will be a drain on your time.

Attempting to produce videos in-house can be even more challenging. This often involves:

• Limited resources: Lack of access to necessary equipment and software. Let your marketing agency worry about needed gear for your production.

• Time constraints: Difficulty balancing video production with other business objectives robs you of valuable time.

• Lack of expertise: Challenges with technical aspects of video production, such as filming, editing, audio mixing, graphic design, and color correction.

By partnering with a full-service video marketing agency, your small or medium-sized business can benefit from their expertise, strategic planning, and efficient process, ultimately leading to more effective and impactful video content with a compelling message that speaks to your unique audience.

Spend your time and your budget wisely. And remember, the investment in professional video production is an investment in the success of your organization.