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Are you debating how much to spend on video content? Unsure whether to keep it in-house or hire a professional video team?

As a video professional with over a decade of experience, I’ve heard it all. To provide a better experience for creators and clients alike, I’ve put together this guide to help you make informed decisions about your video investments.

This guide covers the most popular types of video investments—shorts/reels, vlogs, explainer videos, automation videos, brand stories, testimonials, and live event coverage. Each section details what to expect, how much to invest (and when), why it’s worth it, plus alternative options and potential returns.

Use this guide as a reference to navigate your video strategy. If you have any questions, please feel free to reach out.

Let’s go! You can skip to a section by clicking the following links:

Shorts / Reels

What to Expect: Short, punchy, and designed to grab attention fast. Think 15-60 seconds max. These videos work best on platforms like Instagram, TikTok, and YouTube Shorts. They’re all about engaging visuals, quick storytelling, and a clear message.

What to Invest & Why: For pro-level content, hiring a video team can range from $500 to $5,000, depending on complexity and how many videos you need. The real value in hiring professionals lies in their strategy, production quality, and advanced capabilities—things like cinematic shots, custom animations, and tailored editing.

However, data shows that authentic, raw-feeling shorts/reels often perform just as well (or even better) than highly polished ones, especially on platforms like TikTok and Instagram. The tradeoff is between top-tier production quality and that relatable, off-the-cuff style that resonates with audiences. Sometimes, a more “real” vibe connects better with viewers and drives higher engagement.

If you go the DIY route, it’s budget-friendly, but the tradeoff is time. Editing, planning, and perfecting those short videos can eat up hours, which is something to consider when weighing cost versus effort.

Why Invest: Brand awareness, customer engagement, and driving traffic to your main content or products. They play a huge role in staying relevant on social media.

Alternate Options: Use a smartphone and free editing tools like iMovie or CapCut.

Expected Returns: High engagement, especially with younger audiences. If done right, you can see increased followers, more website traffic, and even higher conversions. It’s all about creating something that sticks in people’s minds—even in under 60 seconds. But remember, the key to real returns is consistency. One short or reel that does well is like a bottle rocket on the 4th of July—one second you’re the brightest thing in the sky, and a few seconds later, you’re gone. Keep launching, and you’ll stay in the spotlight.

Vlogs

What to Expect: Vlogs are personal videos that help build influence & cement your expertise. They can be shorts or reels, or they can range from 5 to 20 minutes, offering a deeper dive into your brand, day-to-day activities, or industry insights. Vlogs are perfect for storytelling and giving your audience a more authentic look into your world.

What to Invest & Why: If you’re creating vlogs in-house, you’ll need a decent camera, microphone, and editing software. Costs can stay low, but the time investment for filming and editing can add up quickly. Hiring a professional team for vlogs ranges from $1,000 to $10,000 depending on production quality and the number of episodes you want to release.

Why go pro? A professional team can elevate your content with better strategies, lighting, and editing, which can lead to higher audience retention and overall engagement. While the lighting makes you look better, and the editing can produce more quantity at better quality, the real investment should be in strategy,

The structure of your content based on where it is being delivered and who we are targeting is the best investment you can make here. Increasing production quality is like putting on a suit. You will look nicer, and more professional. For some industries, that’s important. For most, it’s not. The authentic nature of vlogs means audiences often appreciate a more relaxed, DIY vibe as long as the content is engaging and the audio is clear.

Why Invest: To build trust with strangers, brand loyalty, strengthen your SEO, and showcase authenticity. Regularly posting vlogs can help establish you as a thought leader in your niche, give your audience a reason to keep coming back, and create stronger emotional connections. Plus, they are great for SEO, specifically if you create content to answer popular search queries.

Alternate Options: Smartphones with good cameras and affordable editing software like Adobe Premiere Rush can be just as effective. The key is good storytelling and clear, engaging content. Remember to think of your video in sections. You need to win over your audience in the first few seconds (the hook) to get them to watch further.

Expected Returns: Consistent vlogging can lead to a loyal fan base, higher viewer retention, and increased trust in your brand. But, like with shorts/reels, consistency is crucial. One viral vlog is great, but to see long-term growth, you’ll need to keep delivering valuable content regularly. Think of it like planting seeds—one post may bloom for a bit, but consistent content is what makes your brand grow over time.

Explainer Videos

What to Expect: Concise, focused videos designed to break down complex ideas or showcase how a product or service works. Typically 1-3 minutes long, these videos use a mix of visuals, voiceovers, and clear messaging to help your audience quickly understand the value you bring. They’re often used for websites, landing pages, or email campaigns to convert viewers into customers.

What to Invest & Why: For professional-quality explainer videos, expect to invest between $2,000 to $15,000, depending on the complexity (like animation or custom graphics) and the length. Pros bring polished storytelling, high production values, and engaging visuals that make your product or service shine. They add to the customer experience.

If you’re going the DIY route, the investment drops, but you’ll need decent animation software, a solid script, and a clear voiceover. While you can get by on a lower budget, it’s important to remember that poorly executed explainer videos can confuse rather than clarify. A weak customer experience can reflect poorly on your brand and lead to negative reviews, hurting trust and credibility in the long run.

Why Invest: They help cut through the noise, educate customers, and drive conversions. A well-made explainer can significantly boost understanding and trust, often translating directly into sales or leads. The most important investment is in strategy—you want to structure these videos to keep them concise, engaging, and on-brand.

Alternate Options: On a tighter budget, you can use platforms like Canva or Biteable for simple, drag-and-drop animation and visuals. If animation isn’t your strength, consider recording a screencast or live-action demo using your phone or computer. The key is clarity—if your message is strong and easy to follow, even a lower-budget video can be effective. Think of how many you have probably watched on YouTube.

Expected Returns: Higher conversion rates, less returns, better reviews, happier customers, plus a shorter sales cycle. These are powerful sales tools that work around the clock to enhance the customer experience.

Automation Videos

What to Expect: Pre-recorded videos sent automatically to customers as they move through your sales cycle. These videos offer timely information, answer common questions, or guide prospects towards the next step. They can range from onboarding videos to product tutorials or personalized thank-you messages, all aimed at keeping your audience engaged and informed.

What to Invest & Why: For professional automation videos, costs can range from $1,500 to $10,000, depending on complexity, customization, and the number of videos needed. Investing in professional-quality videos ensures polished, consistent communication that reflects well on your brand and keeps customers moving smoothly through your funnel.

If you’re opting for a DIY approach, you’ll need a good camera or webcam, a well-written script, and basic editing software. While it can be done on a lower budget, the content still needs to be professional and aligned with your brand’s messaging—since these videos are often the first impression new customers get of your company.

Why Invest: Automation videos are time-saving, scalable, and enhance the customer journey by delivering consistent, personalized communication without you having to be hands-on at every step. They can improve lead nurturing, increase conversions, and help build customer trust. A strategic investment here pays off by ensuring your brand delivers a cohesive and engaging experience that works around the clock.

Alternate Options: For businesses with smaller budgets, tools like Loom or Soapbox allow you to quickly create and automate videos without needing advanced editing skills. While these might lack the polish of a professional production, they can still offer clear, personalized communication at key touchpoints in the sales process.

Expected Returns: Automation videos streamline your communication, improve customer experience, and can lead to higher conversion rates by keeping customers engaged and informed. By integrating these videos into your workflow, you’re saving time while delivering valuable, branded content that builds trust and drives action.

Brand Stories

What to Expect: Brand story videos convey the essence of your company’s mission, values, and vision. These videos typically range from 2 to 5 minutes and are designed to connect emotionally with your audience, showcasing what makes your brand unique and why it matters. They often feature a mix of interviews, behind-the-scenes footage, and compelling narratives to build a strong, memorable brand identity.

What to Invest & Why: Creating a high-quality brand story depends on factors like production value, length, and the complexity of the storytelling. Costs can range from $5,000 to $10,000, and can even reach six-figure budgets for top-tier productions. The investment reflects the immense impact a well-crafted brand story can have—humanizing your brand, fostering lifelong loyalty, and opening doors you never thought possible.

For this reason, I do not recommend a DIY approach. Your brand story is a crucial part of your brand legacy and deserves to be treated with the highest level of professionalism and care.

Why Invest: Humanize your brand, build trust, and forge emotional connections with your audience. They’re a compelling way to differentiate yourself from competitors and create a narrative that resonates deeply with viewers.

Alternate Options: DIY is not recommended. However, have you thought of possible sponsors / partners that may also benefit from your story? For example, The Red Bull Stratos project was financed through sponsorships. In this groundbreaking 2012 stunt, skydiver Felix Baumgartner leaped from the stratosphere, breaking the sound barrier. The project was largely funded by Red Bull but also involved key partnerships with companies like GoPro, which provided cameras, and Sierra Nevada Corporation, which supplied the space suit and capsule technology.

Expected Returns: A powerful narrative that attracts and retains customers, driving long-term growth and engagement.

Testimonials

What to Expect: Real customers sharing their experiences with your product or service. They can include interviews, before-and-after scenarios, or case studies that highlight the impact of your offerings.

What to Invest & Why: Testimonial videos can range from $1,000 to $5,000, depending on the production value and the number of testimonials you want. Professional production ensures that these videos are well-lit, well-edited, and effectively capture the authentic voice of your customers, making their stories compelling and credible. Remember, you are investing in the storytelling here, not the cameras.

If you choose to create them in-house, it’s essential to ensure that the videos still sound professional. Audiences are very forgiving these days for cell phone style hand held videos. But bad sound ruins everything. Poor-quality testimonials can undermine the positive feedback you’re aiming to share.

Why Invest: The primary reason to invest in professional testimonial videos is to craft a powerful, polished story that enhances your brand’s credibility.

Alternate Options: Your smartphone. If the goal is simply to share authentic feedback on a service, a phone-style video can be more effective in conveying genuine, raw reactions. Rather than a planned interview, you can pull them out at a key time adding to the authenticity. Just make sure they sound good.

Expected Returns: By presenting real, relatable stories, you effectively leverage social proof to attract and retain clients. Consistency in quality and presentation across all testimonials will maximize their impact.

Live Event Coverage

What to Expect: Live events in real-time, such as conferences, product launches, or corporate gatherings. These videos can include live streaming, highlight reels, and post-event recaps, showcasing key moments and engaging content from the event. They are crucial for extending the event’s reach and engaging both on-site and remote audiences.

What to Invest & Why: Professional live event coverage can range from $3,000 to $20,000, depending on the scale of the event, the complexity of the production, and the level of live streaming required. Besides the obvious enhanced production quality, you are investing in a person or crew to be solely focused on capturing key moments to market this event and tell the story.

If you choose a DIY approach, besides the equipment, you will also need the time and focus during the event to use it. While this can be more budget-friendly, many times we hear how clients wanted to get more content, but they just didn’t have the time. it’s also important to ensure the production quality meets your brand standards. Poor execution can detract from the event’s perceived value and impact.

Why Invest: Enhances your brand’s visibility, engages a broader audience, and provides valuable content for marketing and follow-up. It allows you to extend the event’s reach beyond those in attendance.

Alternate Options: For a more budget-conscious option, consider using tools like Zoom or Facebook Live for basic streaming and recording. These platforms can provide adequate coverage for smaller events or internal meetings, though they might lack the polish of professional productions.

Expected Returns: Effective live event coverage can lead to increased brand exposure, higher engagement, and valuable content that can be repurposed for future marketing efforts. You extend the event’s impact and create lasting impressions with both attendees and those who view the coverage later. Without it, the event’s value ends with the event.