Video content is no longer optional—it’s essential. But for many communicators, marketers and business owners, the idea of video production conjures up thoughts of location fees, studio lights and big-budget crews. Fortunately, the reality is much more accessible. With the right strategy and a few smart tools, professional-looking videos can be created without breaking the bank.
Why Video Deserves a Spot in the PR Strategy
Video continues to be one of the most effective tools in a communicator's toolkit—and the numbers back it up. According to 2025 research by Wyzowl, an explainer video company:
- 83% of consumers want to see more video content from brands this year
- 87% of viewers have been convinced to purchase after watching a video
- 98% of people have watched explainer videos to learn more about a product of service
- 91% of people say video quality impacts their trust and perception of a brand
Those are high percentages, and they all point to the effectiveness of business videos. The last stat is key: Video quality does matter. But don’t let that scare you; “quality” doesn’t have to mean expensive. With a thoughtful approach, even budget-friendly videos can leave a professional impression.
Types of Video Content That Drives Results
Before diving into production, it helps to know what kinds of videos offer the most "bang for the buck." Here are a few cost-effective formats that can make an impact:
- Explainer videos: These break down how a product or service works. From how-tos to troubleshooting guides, these videos help customers help themselves.
- Product demos: How does a business's product or service work? What does it do? These work well both as brand-created content and through influencers, partners or user-generated content (UGC).
- Testimonials: Build trust through real stories. Testimonials serve as powerful social proof and don’t require fancy production—just authenticity.
- Brand storytelling: Helping customers connect to a brand through storytelling is vital and can boost sales. According to Influencer Marketing Hub, people are 55% more likely to buy from a brand if they love its story. Video is one of the best ways to tell that story.
Budget-Friendly Video Tips
You don’t need a Hollywood budget to create standout content. Viewers appreciate authenticity over showmanship, especially on platforms like TikTok. Try these practical, cost-saving tactics:
- Maximize footage: Shoot with repurposing in mind. Long-form videos can be broken down into bite-sized content for social media, email campaigns and more.
- Use B-roll strategically: Supplement your footage with B-roll—scenic or contextual shots that set the scene. Communicators can film it themselves, or find free or low-cost stock options online.
- Storyboard before you shoot: Planning is everything. Outlining your video’s goal, scenes and script can save time, reduce reshoots and ensure your message stays focused.
- Leverage free resources: Royalty-free music, stock images and user-friendly video editing platforms (like Canva, CapCut or DaVinci Resolve) can make your content feel polished without the high price tag.
Busting Myths About Video Production Costs
There’s a lot of outdated thinking around video creation. Here’s the truth:
- You need a professional studio: Ever watch TikTok? You don’t! With natural lighting, a clean background and a good script, an office—or even a home—can become a production set.
- You need expensive gear: A smartphone may be all that's needed. (Apple has a whole campaign called “Shot on iPhone” to prove it.) Many newer phones shoot in 4K and come equipped with powerful editing tools. Add a basic tripod for stability and ring light for lighting, and you’re good to go.
- Video is only for big brands: While national brands may dominate primetime ad slots, small and mid-sized businesses and organizations can win on platforms like Instagram, TikTok, LinkedIn and YouTube— especially with authentic, value-driven content.
Final Thoughts: Don’t Let Budget Hold You Back
Video is one of the most engaging content formats available today, and it’s well within reach for companies of all sizes. With smart planning, accessible tools and a bit of creativity, any team can start producing high-quality videos that inform, inspire and convert.
Start small. Experiment. Learn. And most importantly—hit record.
Leslie Licano is the co-founder of Beyond Fifteen Communications.