Once brands decide to market themselves with online video, they’re faced with the question of where to get it. Hiring an outside agency is the obvious answer, but it isn’t the only answer. Companies need to become creative if they’re going to work with small budgets and still put out new video content regularly — feeding the beast of a demanding production schedule.
Alternatives to working with agencies include creating lower-priced videos in-house or crowdsourcing, said Neil Perry, president of Poptent, a community of independent filmmakers available for collaborative crowdsourced assignments. By being resourceful, brands can create more videos with the same pool of money, allowing them to constantly update their online properties with fresh video.