What kind of video are you actually buying
Brand film. One considered piece, director-led, for the homepage and the sales deck. Expensive per asset, long shelf life.
Corporate and internal. Recruitment, training, employer brand, event coverage. Volume matters more than polish.
Social content. Shot in batches, cut many ways, disposable by design. Cheap per asset only if planned as a batch.
Commercial and broadcast. Talent, clearance, usage rights. A different budget and a different legal process entirely.
Companies here specialise differently, and buying a broadcast shop for social content is the most common way to waste money in this category.
Three questions before you brief
- Is the crew yours or freelance per shoot? Both are normal. It changes consistency and it changes what happens if someone drops out.
- What are the usage rights and for how long? Music, stock and talent are all time-limited.
- How many revision rounds are included? The edit is where budgets overrun, and it is always feedback that causes it.
Red flags
- A quote with a day rate and no breakdown of crew, kit, post and music.
- No mention of usage rights or licensing anywhere in the document.
- A showreel of work the company crewed on rather than produced. Ask which role they held on each piece.
- Unlimited revisions offered. It means the scope is undefined, and it will be resolved in their favour.
- No named director or editor before you commit.
When to shoot it yourself
For internal updates, simple talking-head testimonials and social clips, a modern phone, a £60 microphone and decent daylight will produce something perfectly acceptable, and the audience does not expect otherwise. Spending £5,000 to make an internal update cinematic is a category error.
Pay for production when the film has to carry the brand, when it will run as paid media, or when it needs to still be good in three years. That is also the point at which the usage rights conversation stops being a formality.