An Amateur’s Guide to Create a Promotional Video on a Tight Budget

Have you ever viewed a promotional video and thought to yourself, “I wish I could afford to do that”? You’re not alone. Countless companies are not taking advantage of video production simply because they assume it’s unattainable. If you’re one of these companies, the truth is video production is, in fact, an option for you. By committing to a strategy and formulating a plan that’s right for you, your video could make someone else envy you.

Video production is obviously more complex than simply picking up a camera and pressing record, therefore it requires a more complex plan than many other promotional mediums. If you’re looking for a quality video on a tight budget, focus on these three important points to find success.

When to cut corners

To achieve a high-quality finished product, you will need to spend some money, but there are several elements of video production that you can accomplish with little-to-no additional spending. Here are some of the most easily avoided production expenses and easy alternatives to maintain quality on a budget.

• Talent: While professional talent is always preferred, finding a confident employee, colleague, or friend is always an option when maintaining a budget. For promotional video, in particular, it is often better to hear about a company from the source–you. Skip the excess cost and tell your own story, after all, you know it best.
• Location: Many frequently used locations will charge a fee to film, however, if you’re in a city like New York there are hundreds of untapped spots that would love the free publicity that a shoot would bring them. To save even more, consider using your own space to film.
• Crew: Having an experienced crew is beneficial for a successful shoot day, however not all crews come with the same price tag. Freelance filmmakers and even film students are always seeking experience to add to their resumés and will often work for cheap. Explore and utilize freelance job boards and you may just find the right fit for you and your budget.

When to invest

• Equipment: You can’t fake quality. Using lower-quality equipment will be obvious, despite how much you’re willing to spend during post-production. Invest in a rental or find a crew that will provide their own equipment and sufficient work samples. You’ll get what you pay for, it’s up to you what that will be.
• Post-Production: Professional film editing is not something you can learn overnight and a good editor doesn’t just charge for a finished product, they charge for the product you envision–in a timely manner. If you want a quick turnover rate and minimal revisions, find an editor who knows what they’re talking about from the start.
• Promotion: Once you have a final, polished piece, it is worth nothing if it doesn’t gain viewership and traction for your company. That said, it will be worth dishing out extra money to promote your video. This can be as simple as boosting your posts on social media or consulting with a marketing professional to integrate your video into your existing brand strategy. Either way, it will be worth it to get your views.

Strategy is key

• Know Your Budget: You know you need to save money, but taking the time to develop a breakdown of your budget and sticking to it is the most essential key. It will be tempting and easy to throw money around during the production process but without a fiscal strategy from the start, you will end up with a negative outlook on the entire production process.
• Repurposing Content: When planning your video production, be aware of the kinds of content you can use over and over again. Making your video too pointed or timely will limit its long-term relevance. Evaluate the kind of content your company hopes to share within the next year and focus on finding those reusable shots and audio, saving you time and money on future productions.
• SEO and Social Media: When posting your promotional video, you must know your audience, develop a schedule, and take advantage of good SEO practices. Research videos and companies similar to yours and find what is and is not working. One of the best ways to learn and succeed is to note the successes and failures of your competition.

With all of these tools, you’re ready to begin planning your first low-budget production. However, everyone can use a little support. Reach out to a capable production partner for insights and assistant throughout your process to make sure your promotional video is exactly what you want.