Mandy McEwen on to Outsource or Not to Outsource Video Production

Spend an hour or two online, and you’ll inevitably come across marketing videos. On social media, brands like Netflix and Scrub Daddy regularly share videos highlighting their products and services. If you head to YouTube, you can find thrilling long-form videos from Red Bull and GoPro. Even marketing emails often feature informative or entertaining videos.

As customers spend more time watching content online, video marketing has quickly evolved from a nice-to-have strategy to a non-negotiable tool. This format lets you tell compelling stories about your brand and grow your online presence. It’s also a great way to build stronger relationships with your customers by meeting them where they are, whether on Facebook or your website.

However, creating high-quality videos isn’t as easy as filming a few quick clips on your smartphone. Producing engaging content takes time and, in some cases, specialized equipment. And, of course, you need a savvy editor who can transform raw footage into a visually stunning finished product.

If you’ve encountered some of these challenges, you’re probably wondering if investing in video marketing services is worth it.

Mandy McEwen, founder & CEO of Mod Girl Marketing, highlights the benefits of outsourcing video production and explains when it might be better to keep it in-house. 

What To Outsource

You don’t need the next Steven Spielberg on your marketing team to create quality videos internally. However, some types of content are almost always worth outsourcing.

Consider hiring an outside expert to handle complex or longer-form videos. These types of content often require expensive, high-quality filming equipment that most businesses can’t easily access. Plus, your in-house team may not have the expertise or the time to produce them.

For example, Glad — which specializes in trash bags and plastic food storage containers — partnered with Portal A to film a four-minute video of YouTuber Grace Helbig making a poke bowl in a moving kitchen towed by a truck. 

The high-stakes video production involved a car following the truck with multiple high-powered cameras, requiring trained drivers and videographers. Even if your video isn’t quite as extreme, outsourcing can still save time and prevent production headaches.

You should also outsource animated and motion graphics videos. Artists typically need several years of training to produce this content, not to mention it also requires specialized — and often pricey — software like Autodesk Maya and Toon Boom. Hiring an external team allows you to enjoy beautiful, professional art without the hassle.

Airbnb is one major brand that outsources animation. In 2024, the rental company partnered with Buck Animation to create a series of short animated commercials. These videos combine 2D and 3D animation to show families enjoying miniature sets modeled after actual Airbnb rentals.

While these 30-second videos may look simple, don’t be deceived — the credits list over two hundred people in various roles, from creative director to lighting. If your business doesn’t have that kind of creative manpower, you’re better off outsourcing this content. 

What Not To Outsource

While outsourcing video production can be smart, but it’s not always the right choice. Creating many types of video in-house is relatively easy and inexpensive with a little practice.

McEwen discusses how new innovation in artificial intelligence makes simple video production easier for brands.

“Thanks to AI, video editing and strategy require fewer humans now. AI capabilities are advancing rapidly - tools can even adjust eye movements now,” says McEwen. “Even if you're a small company, find someone who likes video and train them on AI tools. You don't need a 15-year veteran videographer to create great videos anymore thanks to AI.”

Ask tech-savvy team members to handle simple, short-form videos. For example, a Gen Z marketer might be thrilled to produce hilarious TikTok content (while they still can) or film brief customer testimonials. These videos can often be shot with affordable equipment, such as smartphones and ring lights.

Plus, there are plenty of free or low-cost video editing tools available, including:

• Canva’s video editor has a drag-and-drop interface and auto-editing tools. You can even generate content with artificial intelligence (AI), speeding up the video production process.
• Opus Clip uses AI to convert long videos into short clips. It’s perfect for repurposing content to share on social media.

By handling shorter videos internally, your business can respond quickly to breaking developments. If a viral TikTok sound perfectly suits your brand, your team can crank out a video the same day. Similarly, if an industry trend captures news headlines, you can email a timely educational video to your clients to keep them in the loop. 

Own the Process Internally

You may feel tempted to outsource all your video production, especially if you have a small team, but resist the urge. Owning the process internally is critical instead of relying on an external team for everything.

“Someone should still own the video process internally. I'm a big proponent of keeping video in-house if possible. Focus on talking head videos - get your people and customers involved,” McEwen underscores the importance of taking the reins for video marketing internally. “There's no excuse for not having humans on camera; someone on your team will be fine on camera, and you can get customer video testimonials. While you might outsource some animated videos, you can't outsource everything when building a community and loyal following.”

Simple, short-form videos need a personal touch from your business. Hire someone who understands video content production to handle these materials. Alternatively, you can find someone on your team interested in gaining new skills and train them using the abovementioned tools. These internal employees have a deeper understanding of your brand voice than an outside provider, allowing them to create authentic content quickly.

Owning the process also lets you showcase more of your business. For example, you could invite a spotlight-loving employee to become your brand’s informal spokesperson by discussing your products and services on camera.

Loyal customers may also be willing to film short testimonials or user-generated content for your business. These videos can help you promote your brand and develop a robust content calendar. 

Don’t Overcomplicate Video Production

Creating meaningful content doesn’t have to be stressful. Tools like Canva make it easier than ever for anyone to produce high-quality videos. With creativity and a decent smartphone, your internal team can design engaging videos.

Of course, most small businesses don’t have the resources to develop all their videos in-house. But that doesn’t mean your dream of an adorable animation or a thrilling underwater video is doomed to failure. By outsourcing video production, you can let an experienced team take the reins for more complex or time-consuming projects.

About Mandy McEwen, Founder & CEO of Mod Girl Marketing

Mandy McEwen is the founder & CEO of Mod Girl Marketing, an award-winning social media consultancy, and Luminetics, a LinkedIn training company. She has been marketing successful brands online since 2007. Mandy has been named a Top 24 B2B Marketer by LinkedIn, Top 10 Marketer by DigitalMarketer, and listed in Search Engine Journal as a Top 12 SEO Expert. In addition to these distinctions, she has been featured in dozens of industry outlets including Inc., Huffington Post, and MAXIM magazine.