Go into your next video planning session with an understanding of the elements involved in producing effective video content.

Companies are doing more with video than ever. Our clients continue trying to keep up with the demand for video, and that comes with the challenge of understanding what’s involved in the production—and how much it costs. Luckily, I’ll be breaking down everything you need to know and consider when planning your next video project.

These days, anyone can make a video on their phone. But is that really what you want? Maybe. Maybe it’s being used for an Instagram story meant to capture something in the moment. In that case, content and timeliness have a higher priority than quality. As a result, your costs will be minimal in comparison to other production methods.

But it’s not just the production that drives the cost. That’s a big part of it, but pre-production planning—where you’re developing a storyboard, identifying talent, scouting locations, creating a production schedule, etc.—is essential to a smooth, effective shoot.

Then there’s post-production, where the editing magic happens. What happens in post-production should be identified in pre-production so that there’s no guesswork. This includes elements like the music style, voiceover talent and graphics. And depending on the complexity of the project, this time can add up quickly, impacting your budget.


If you’re looking to use more video in your marketing efforts, your first step is to identify the purpose of the videos and the content. This will help you with the next step, which is to determine the level of production needed. This is the biggest variable in cost.

You may already have a content strategy that identifies video topics, but if you don’t, here are three categories that most videos fall into:

  • Informational: Deliver content on product education and thought leadership topics.
    • Examples: customer testimonial, product walk-around
  • Instructional: Demonstrate operator training, equipment maintenance, safety practices.
    • Examples: training series, how-to 
  • Entertainment: Build brand and product loyalty with unique and engaging stories.
    • Examples: customers receiving your product, event highlights


Once you’ve worked through the types of video and topics you want, you’ll need to consider the production level that best fits that project and any existing budget (if you have one).

Production levels are defined by equipment, skillset and quality.

Low-level production

  • Equipment: Consumer level (think iPhone, GoPro, etc.).  Anyone with a little tech knowledge can operate.
  • Here is an example.
  • Pros: Low cost, “easy,” quick to produce
  • Cons: Quality can be lower. Lighting is tough to control; audio isn’t sharp with this equipment and you’re limited with what can be fixed in editing
  • Pricing: Cost of equipment and time

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One of the largest B2B marketing agencies in the United States and a member of Worldwide Partners Inc., Godfrey is committed to helping industrial manufacturers market themselves better. With customer insight, strategic consulting, brand management, advertising, public relations, digital strategy and full program execution, Godfrey extends the client’s own operation and deliver B2B marketing perfected for a complex industry. Get to know Godfrey at

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