2024 Video Content Strategies: DIY, Freelance, or Full-Service?

In 2024, video is not an optional medium to use in marketing campaigns and on company websites – it is crucial. Much like having a business website in the late 1990s was “nice to have,” by the early 2000s, you were behind the eight ball if you didn’t have one. Today, if your marketing strategy doesn’t include ongoing video production and content distribution, you’re just as behind.

The statistics from 2023 highlight this shift: online videos made up 82.5% of all web traffic (DemandSage) and 95% of messages delivered through video are retained by viewers. Moreover, 90% of marketers credit video with enhancing lead generation, and 86% attribute an increase in website traffic to video content (Wyzowl).

In this article, we’ll explore the options of DIY video vs. hiring a freelancer or a full-service video production company, outlining the pros and cons of each approach.

Key Points

If you don’t have time to read the full article, here are some main takeaways:

Video Production Company

Pros: Expertise, full-service support, and high-quality equipment

Cons: Higher cost and potentially longer pre-production

Freelance Videographer

Pros: Cost-effective, flexibility, and speed

Cons: Varying levels of experience and limited pre-production support

DIY Video Production

Pros: Cost-effective in the short term and good for informal videos

Cons: Potential lack of professionalism and limited equipment quality

Hiring a Video Production Company

Some of the biggest pros to hiring a full-service video production company include:

Expertise: A video production company brings a wealth of knowledge and experience in various aspects and styles of video production, ensuring high-quality outcomes. You’re getting a whole team of professionals, which, depending on the scope of the project, can include producers, cinematographers, sound engineers, copywriters, editors, colorists, and more.
Professionalism: They uphold professional standards in all stages of production, ensuring reliability and consistency in the final product.
Strategic Input: These companies offer valuable insights into how best to convey your message, target your audience, and achieve your marketing and fundraising objectives through video.
Access to High-Quality Equipment: Professional video production companies have access to the latest and most advanced equipment, including backup equipment as needed, which is crucial for producing top-notch videos.
Full-Service Support: They handle everything from concept development to post-production and even distribution advice, providing a comprehensive service package.
Creativity: With a team of creative professionals, they bring innovative ideas and fresh perspectives to the table, enhancing the storytelling aspect of your video.
Time Efficiency: Their experience and resources enable them to complete projects within your deadlines.

Some of the potential cons are:

Higher Cost: Professional video production services can be expensive due to their expertise, high-quality equipment, and comprehensive service offerings
Longer Pre-Production: Understanding your specific industry and needs might require a longer pre-production phase to ensure the video aligns with your brand's message and goal.
Potential Creative Vision Disagreements: There might be differences in creative vision between you and the production company, which could lead to conflicts or compromises in the final product.

Hiring a Freelance Videographer

Choosing a freelance videographer can be a middle ground between hiring a full-service video production company and undertaking DIY video production.

Pros:

Cost-Effective: Generally, hiring a freelancer is more budget-friendly than a full-service company, especially for short-term projects. This can be an advantage for smaller projects or businesses with limited budgets.
Flexibility and Speed: Working with a freelancer often means more flexibility in scheduling and potentially quicker turnaround times, as you're coordinating with an individual rather than a larger team.
Direct Communication: Directly working with the person filming your video can lead to a more straightforward communication process, allowing for quick adjustments and feedback.

Cons:

Limited Pre-Production Support: Freelancers typically focus on filming and may not offer comprehensive pre-production services like storyboarding, scripting, or location scouting.
Responsibility for Creative Direction: You'll need to provide the creative vision, plan the content, and handle other preparatory tasks, which can be time-consuming and challenging if you lack experience in video production.
Varying Levels of Expertise: Freelancers may have varying levels of experience and creative skills. It's crucial to review their portfolio to ensure their style and quality align with your project needs.
Additional Post-Production Requirements: Depending on the freelancer's skill set, you might need to hire additional professionals for editing, color grading, or sound design to achieve a polished final product.
Equipment Limitations: Some freelancers might not have access to high-end equipment that a full-service company would, potentially affecting the video's quality.

DIY Video Production

Do It Yourself (DIY) video production refers to creating and producing video content without the involvement of professional video production companies. This approach is often adopted by individuals or organizations looking to control the creative process and minimize costs. DIY video production can range from simple, smartphone-filmed content to more sophisticated productions using amateur or semi-professional equipment.