Communication, Gareth Case, Video

Can video content be produced in-house?

Gareth Case Video ProductionAs I have mentioned in a previous post, Forrester suggests that a 60 second video is worth 1.8 million written words. Having recently created a whole portfolio of new collateral for ONI, it got me thinking.

I decided that a 60 second elevator pitch on each of the core solutions we offer would help us position our proposition to an even wider audience and help us communicate to our target market the way they want, not how we dictate.

Having discussed the project internally we settled on a requirement for 10 short videos. I went about selecting an agency for this work and in the video world they seemed poles apart, either ‘top end’ and expensive or ‘quick and dirty’ at the other end of the scale.

This is our brand we are putting in the hands of the agency so I chose the top end of the scale, which was quickly followed by a quote, resulting  in me free-falling about 22 inches off my chair.

Now, what you pay for any service needs to be directly associated to what it’s worth to you as a company. Getting caught up in the hype and glamour of film production, I had momentarily overlooked this. Back to reality.  Given that our solutions evolve and therefore change, the realistic shelf life of said videos is going to be around 12 months. Do I really want to be investing in new video every year?

I have taken a calculated gamble. You see, we don’t want special effects or clever editing, just clean, contemporary talking heads video, Apple style – like this one.

We already have a HD flip camera which should just about provide adequate quality, we have in-house iMovie skills, which, whilst it’s not the best video editing software, will once again meet our ‘basic’ needs. So the only missing piece here is the lighting and ‘studio’. £495 has just been spent on a studio in a box consisting of a frame, a White backdrop (suits the style we want) and 2 lights with umbrellas.

I am under no illusion that the results will not be as good as if we went with a video production agency, but the fact is, if we change our mind and suddenly decide we want 50 videos produced this year, the only investment is our time.

I am still awaiting delivery of the ‘studio’ but will be sure to post my results on my blog for you all to judge.

Wish me luck and please follow me on Twitter for my latest updates.

About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


14 thoughts on “Can video content be produced in-house?

  1. Good article Gareth.
    There are so many ways to produce video now – Stupeflix and OneTrueMedia allow you to create whizzy slideshows, presentations made on Prezzi can be exported to video and, of course, there is still trusty old Windows Movie Maker, which I used to create this: http://www.youtube.com/user/Brandboosting#p/a/u/0/bV5ODRuCTlo
    Yes, videos can definitely be made in-house.
    It is simply a question of how much time and effort one wants to spend doing something that someone else (who does it for a living) would do for a fee.

    Posted by Brand Boost | September 8, 2011, 10:40 am
  2. Sorry, I forgot to add – good luck with your own production. I have not actually tried filming any talking heads yet but I do have an idea to try it. So, I will be pleased to see your production so that I can see what can be achieved.
    Best wishes for a successful video!

    Posted by Brand Boost | September 8, 2011, 10:43 am
  3. Thanks for posting the article, was certainly a great read!

    Posted by Ben Waugh | September 8, 2011, 11:00 am
  4. Great article and you are right; you can very much do this stuff yourself at a much lower cost than paying an expensive agency. However, that assumes that you discount the opportunity cost incurred by not doing stuff that adds greater value to your business and which better reflects you skills set and what you are paid for.

    There is a middle ground – www,just90.tv. 90 second video bursts at a cost of £450 each. We take knowledge and compact it into 90 second videos – for customer acquisition, for communicating a consistent message across the business, for training and we reach customers and staff through phone and tablet as well computer, wherever they are.

    Would love to talk

    Richard Wyatt-Haines
    077 111 39697

    Posted by Richard Wyatt-Haines | September 8, 2011, 6:59 pm
  5. We trialled, and were quite happy with, using my iPhone 4, a Joby GorillaPod, and outsourced the editing. It cost a grand total of less than £150 for 3 videos. Each time, we learned more about how to perfect the technique and expect to continue this way for some videoing. You will probably notice the shaking in the HIS video (resulting in the purchase of the GorillaPod) – but see what you think. Maybe this method will suffice for what you need.

    Posted by Rishi | September 9, 2011, 2:00 pm
    • Hello Rishi and you are right, you can do 3 videos for a direct cost of £150 (paying for editing). But, please bear in mind the time costs of the presenter, preparing the script, cameraman and studio. All free if you and your team (1 or 2 or 3 people) have nothing else to do. But I agree that the changing world means that you don’t need a whole film crew and a bunch of creatives to pay for and hence the price can be reduced if you think about this whole video thing in a totally different way, which is what we are trying to do at http://www.just90.tv.

      Posted by Richard Wyatt-Haines | September 9, 2011, 5:06 pm
  6. What I wouldnt give to have a debate with you about this. You just say so many things that arrive from nowhere that Im fairly certain Id have a fair shot. Your blog is wonderful visually, I mean people wont be bored. But others who can see past the videos and the layout wont be so impressed together with your generic understanding of this subject.

    Posted by vimax review | September 9, 2011, 3:08 pm
    • Happy to have this debate. Your place or mine? My understanding and experience of delivering video content and events is probably greater than I portrayed in my post. Thanks for the ‘wonderfully visual’ comment which I will try and take as some kind of compliment. The things I say don’t arrive from nowhere, they arrive from living and breathing marketing in the B2B world for more than 12 years. Not really sure what you mean by this statement? please elaborate: “You just say so many things that arrive from nowhere that Im fairly certain Id have a fair shot.”

      Thanks for the interaction. Always welcome


      Posted by garethcase | September 9, 2011, 4:38 pm
  7. LOVED this post! I’m in the middle of doing my own videos, and I’ll tell you what, it doesn’t have to cost much if you’re even just a LITTLE creative! A green screen can be had on Ebay for around $20. You can be on a “white screen” like the video you posted, or you can be on a beach in Aruba, lol! Whatever background you choose to use. Lighting can be done with regular lamps. positioned properly. The software is SUPER easy to use, and inexpensive, too. And if you need a good intro, you can go to Fiverr.com, and for $5, you can get animated intros for your company/videos, whether you give them a logo, a name, or they will create one for you! Again, it’s as easy or as complicated as you make it, lol!

    Posted by Christine Gerbehy | September 9, 2011, 6:39 pm
  8. Hi Gareth – I’d certainly agree that video content can be produced in house – I know of magazine editors in over 15 countries that now use Videobuilder http://www.videobuilder.tv to produce and edit their own in-house content, mainly in the form of news communications to their readers. Advertisers also use it to create their own content and the quality from both parties is great – there is a rawness and an honesty that is simply not achievable with professionally filmed and edited footage.

    If you’re using video to communicate day-to-day information to readers, staff or clients, you really don’t need to spend money on professional film makers anymore.

    Posted by Andrew Petherick | September 12, 2011, 9:02 am
  9. dude. your blog is wonderful just like my blog,

    Posted by xiaorr456 | September 19, 2011, 4:14 am
  10. Thank you for this interesting write-up, i’ll bookmark this page

    Posted by Millicent | September 20, 2011, 9:51 am
  11. Great in-house video! How did you disseminate this content? What strategies worked well for you?

    Posted by Andrew | October 11, 2011, 3:40 am


  1. Pingback: [VIDEO] Can video content be produced in-house? [UPDATE] « INSIDE A MARKETING MIND: BLOG BY GARETH CASE - October 5, 2011

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