Video Inhouse vs Outsourced

The data is in and it shows that corporate video use is increasing. Companies that have never used it are planning on shooting for the first time, and companies that have shot video in the past are increasing their use and budgets for the new year. One of the biggest questions in creating new video content is how to shoot and produce it. Should the company produce it all inhouse with company video resources? Or should they go outside and find a video production company? It's a good question and many established companies have gone back and forth with this question.


Best to start with your needs
Because demand for video is increasing, it's good to have a planned, documented strategy. The strategy might include the full smorgasboard of videos - from explainer to product/service to blog to testimonial videos. Or it might include just one or two general company presentation videos. Whether the company has needs for a lot or a few, a planned approach is always best.

Also, because of the emergence of social media and its strategic importance, you might also want to think about and integrate short, easy-to-shoot-and-publish videos. These can tend to be handled inhouse a little more and are different from the more expensive, traditional 2+ minute planned shoots using better equipment. Still, it's important that all video is planned out.

In addition to a video production, a budget is needed. Once you have the organization's needs mapped out, determining whether you should go inhouse or outsourced (or combination of both) will be much easier.

Going inhouse means either using the company's existing video production department, or perhaps using people in a media or marketing group that can do the work. If you already have an established department, then obviously you've determined the financial viability of doing it yourself. Most companies don't have an established department however because video production in the past has been a one-off project scenario. That is, historically, the need for video production in a company has been sporadic and hence difficult to justify on a full time basis.

The pros with going inhouse are that the team knows the brand well and understands the trends and changes organizationally, the company owns the video equipment, and there's better control of the project schedules. The cons are that there is an isolated perspective of the organization, initial investment and maintenance of the latest equipment can be high, and it can also be expensive carrying full-time employees.

Outsourcing means searching and contracting with an outside video production company in your area that can help you with either most or all aspects of video production.

The pros with outsourcing are that you get an important third-person perspective, typically updated/better equipment, specialized knowledge (including everything from motion graphics to editing), and typically better defined costs and timing. The cons are that it's usually more expensive on a per video cost, the outsourced company tends to know less about the internal goings-on, and a general loss of control. The key to a good outsourced relationship is finding a video agency that fits your needs. Perhaps you don't need script or storyboard writing. Or perhaps you have content and distribution, but just need it shot and edited. Some outside video companies aren't as flexible as others.

In addition to the plan, you'll want to do at least a quick cost study using a spreadsheet. This is where you'll put some comparative numbers together, along with the pro and con considerations. We are certainly a proponent of outsourcing, and I think most telling are the large organizations that have gone through periods with a full-time video production staff only to let them go after some time, then hire an outside video production company for project needs. If this is where you are, let Twiin Media know at 404-664-9907. We'd be happy to discuss your needs and what we can offer.