Every marketing article tells you to "use more video content." Then quotes agency rates of £2,000-10,000 per video. For most small businesses and startups, that's not a marketing strategy—it's a fantasy.
This guide is for the rest of us. People who need video content but don't have video production budgets. Here's what actually works.
The Reality of Video Marketing Costs
Let's be honest about the landscape:
Traditional Video Production Costs
- Agency explainer video: £2,000 - £10,000+
- Freelance animator: £500 - £2,000
- Professional whiteboard software: £150 - £500/year
- Stock footage + editing: £200 - £500
If you have this budget, great. You can hire professionals and get polished results. But if your marketing budget is measured in hundreds, not thousands, you need a different approach.
Where Video Actually Matters
Not every marketing use case needs video. Focus your limited resources where video provides the most leverage:
High-Impact Use Cases
- Landing page explainer: A 60-second video explaining what you do can significantly improve conversion. This is one video, used constantly.
- Complex product explanation: If your product requires explanation, video is more effective than text.
- Social proof: Customer testimonial videos build trust faster than written reviews.
- Process demonstration: "How it works" videos reduce support load and improve onboarding.
Lower-Impact Use Cases
- Generic social media content: Unless you can produce consistently, one-off videos get lost in the noise.
- News and updates: Text is often fine for announcements.
- Simple product pages: Good photography often suffices.
The goal isn't to make the most videos—it's to make the right videos.
DIY Video Approaches That Work
1. Screen Recording + Voiceover
For software products, this is often the best approach. Show the product doing what it does, narrate what's happening.
Tools: Loom (free tier), OBS Studio (free), Screenflow (Mac)
Works well for: Product demos, tutorials, onboarding
2. Animated Slides
PowerPoint and Keynote can export animated slides as video. Design clear slides, add simple animations, record voiceover.
Tools: PowerPoint, Keynote, Google Slides (with add-ons)
Works well for: Investor pitches, concept explanations, training
3. Whiteboard Animation
The hand-drawn aesthetic works well for explanation because it focuses attention on the content, not production value. You don't need Hollywood quality—you need clarity.
Tools: SpeedSketch (free for image-to-animation), Canva, VideoScribe
Works well for: Explainers, social content, educational material
4. Talking Head with B-Roll
A smartphone camera, decent lighting, and a quiet room. Cut in relevant images, screenshots, or simple graphics during editing.
Tools: iPhone/Android, DaVinci Resolve (free), CapCut
Works well for: Personal brand, thought leadership, testimonials
The One Video Every Business Should Have
If you only make one video, make an explainer for your landing page. Here's why:
- It's used constantly (unlike social posts that come and go)
- It directly impacts conversion
- It forces you to clarify your value proposition
- It can be repurposed for ads, social, pitches
Structure for a Landing Page Explainer
60-90 Second Explainer Structure
- Problem (10-15 sec): State the pain point your audience has
- Solution (10-15 sec): Introduce your product as the solution
- How it works (20-30 sec): Show 2-3 key features/steps
- Benefit (10-15 sec): What life looks like after using your product
- CTA (5-10 sec): Clear next step
Keep it under 90 seconds. Every second beyond that loses viewers.
Social Video: Quality vs. Quantity
There are two viable approaches for social media video:
High Volume, Low Production
Post frequently with minimal production. Quick screen recordings, talking head clips, simple animations. The goal is consistency and presence, not polish.
Best for: Personal brands, B2B content, educational niches
Low Volume, Higher Production
Post less frequently but invest more in each piece. Promote the same content across multiple platforms and over time.
Best for: Brand campaigns, product launches, evergreen content
The worst approach is trying to do high production at high volume with limited resources. You'll burn out and produce mediocre work.
What Actually Matters in Marketing Videos
After watching thousands of marketing videos, here's what separates effective from ineffective:
Clarity Beats Production Value
A simple video that clearly explains your value proposition beats a polished video that's vague. Prioritise messaging over aesthetics.
Audio Quality is Non-Negotiable
Viewers tolerate imperfect video but leave for bad audio. A £50 microphone is a better investment than a better camera.
The First 3 Seconds Matter Most
Especially on social media. If you don't hook attention immediately, nothing else matters. Lead with your most compelling point.
One Message Per Video
Trying to say too much ensures nothing gets remembered. Pick one message. Reinforce it throughout. End with it.
Tools for Budget Video Marketing
Free/Low-Cost Options
- SpeedSketch: Image to whiteboard animation (free tier)
- Canva: Simple video creation with templates (freemium)
- DaVinci Resolve: Professional-grade editing (free)
- CapCut: Easy mobile editing (free)
- OBS Studio: Screen recording (free)
- Loom: Quick screen + camera recordings (freemium)
Worth Paying For
- Descript: Edit video by editing text (great for talking head)
- Riverside.fm: Remote video recording (for interviews/podcasts)
- Good microphone: Blue Yeti, Rode NT-USB (£100-150)
The Bottom Line
Effective video marketing isn't about budget—it's about clarity, focus, and consistency. One clear, well-structured video is worth more than ten polished but unfocused ones.
Start with the video that matters most (likely your landing page explainer). Use the simplest approach that works. Improve over time as you learn what resonates with your audience.
The best marketing video is the one that actually gets made.