How to Make a Marketing Video

Video marketing works. Product videos increase the chance of purchase by a whopping 144% and 69% of people say that they like watching a video when they want to know about a product. There isn’t any second opinion about the effectiveness of video marketing and video content. How to make a marketing video is, however, a challenging task.

Most businesses and marketers hesitate to make videos assuming that it requires a lot of resources. Businesses having low marketing budgets don’t even think of creating videos. Others neglect video marketing to avoid complications.

You don’t have to do this…

It takes less time and resources than you think to create a video. Here is how to do it…

How to Make a Marketing Video

The process for video creation is the same as any other content creation. Think of a blog post creation process. You start with an objective, identify buyer persona and target keywords, create a title and outline, complete the write-up, edit and proofread, and publish it.

The same process goes for video creation.

In this case, you have three ways to make a marketing video:

  1. In-house creation
  2. Video making app
  3. Outsourcing.

1. In-House Creation

This happens to be the most expensive and time-consuming way to make marketing videos. The actual cost depends on how much you want to invest.

You can create a full production company or you can simply use your smartphone to create videos. It works both ways. You have full control over the script, video creation process, editing, production, and post-production. This is the reason why most businesses prefer making videos in-house.

However, it is an expensive route. You’ll need equipment, editing software, manpower, and other resources. Even if you are creating a basic marketing video, you’ll still need lots of resources.

And this makes it problematic. As much as 41% of businesses say that lack of inadequate video budget is the biggest obstacle to video marketing success:

the most challenging obstacles to video marketing success

The estimated cost of in-house video creation is under $5,000. The camera is the most expensive piece of equipment. A decent DSLR will cost you more than $1,000. If you want to reduce cost, you can use a smartphone camera or an entry-level DSLR.

2. Video Making App

This is my favorite method to make a marketing video.


Because it is cost-effective and super-fast.

Animoto, for example, costs $16 per month to create unbranded videos with unlimited downloads. 

animoto screenshot

Other video creation apps include Biteable, Animaker, Vyond, and many others. These tools are your best bet for creating professional videos without spending a lot of money.

Additionally, you don’t need any equipment or manpower. A single person can create several videos in no time.

These apps have editable templates with thousands of stock media to help you create professional videos. You can upload your files and media too. This helps you keep your videos unique, brandable, and professional.

Video making apps are ideal for entrepreneurs, affiliate marketers, bloggers, startups, and small businesses. For example, if you are an affiliate marketer and manage everything yourself, you’ll love using a video making app. You can create professional videos in a few minutes for your blog, YouTube, and other social media sites.

The best part: You don’t need any technical knowledge. You can get started immediately without any training or guidance. This gives you full control over video, script, and production. You can tweak your videos whenever needed with minimal effort and time.

3. Outsourcing

The problem with in-house video creation is that it is too expensive while video making apps aren’t as professional and credible as you have to stick with templates that make videos a bit monotonous.



Infographic on why to Outsource Video Production

A lot of businesses prefer outsourcing video creation to freelancers, video production companies, and marketing agencies. you have all the options to choose from when it comes to outsourcing. If you are short of budget, go with a freelance videographer on Fiverr. You can have a decent video created for as low as $100.

Video production companies are best for high-quality videos that cost you $5,000+ per video. These production companies have sophisticated equipment, staff, and professionals who come up with Hollywood-level videos for your business.

Marketing agencies and third-party companies also help you make a marketing video. They use a mix of freelancers and small video production companies. You can discuss your specific needs with the agency and they’ll create a professional video for your business.

The best thing about dealing with agencies is that you can create different types of videos. There are times when you need an extremely high-quality video for PR. And there are times when you need a decent video for social media. Dealing with a third-party site helps you create all types of videos based on budget and requirements.

The only issue with outsourcing is that you lose control over video creation and marketing.

What’s the Best Way to Make a Marketing Video?

It depends.

If you ask me, I prefer going with outsourcing because it lets you focus on the strategic aspects of your business (e.g., business and marketing strategy) while you can outsource specific tasks to specialized companies.

Statistics show that a whopping 72% of businesses prefer using a combination of in-house resources and outsourcing for video production and 21% outsource it to an expert:


When you are dealing with an expert videographer, you can have any type of video created as per your requirements. Why invest in expensive equipment and in-house resources when you can have it outsourced?

Outsourcing is a great option for businesses that are testing video marketing. If you are testing waters, you must go with outsourcing. It doesn’t make sense to invest in internal resources and then realize later that your audience doesn’t love interacting with videos.

In-house video production is ideal for businesses that rely specifically on video marketing for traffic generation, leads, and sales. If this isn’t the case, use an app or outsourcing.

Video marketing is essential. You can’t go without it. The process of making a marketing video isn’t as important as your video marketing strategy.

No matter what method you choose to make a marketing video, the important thing is having a video marketing strategy for your business.

Featured Image: Pexels

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