There are two frustrated cries I’ve been hearing more and more frequently over the past few years from stressed-out marketing managers:

“We need to make more videos!”

And:

“Making videos is too difficult and expensive!”

It’s true that for many businesses, video is an incredibly important marketing asset. There are lots of studies that show how video is far more effective than text or static images for getting audiences to stop, pay attention and take action.

When someone is scrolling through a social media feed, it takes them far less effort to pause for a video clip than it does to read a post or click a link. Videos communicate more information, more quickly, and often in a more engaging and entertaining way – which is probably why they receive around five times as many likes, shares and comments than other media.

It’s no wonder, then, that content marketing has been gradually shifting towards video for years. First Instagram, then Facebook, Twitter and even LinkedIn began to promote posts featuring video more prominently to other users. YouTube – the original home of video on the internet – is fast catching up to Facebook, and may soon dethrone it as the most active social media network of all.

So, make no mistake – if you’re using digital channels to promote your business, you DO need to make more video. But what about that second claim? Is making video too difficult and expensive? Is regularly filming and editing content out of reach for most small businesses?

When people say that video is hard to make, costs too much and takes too much time, they’re usually imagining scripted, professionally shot and edited films. Those might not be prohibitively expensive if you’re producing a one-off showcase for your product or an introductory film for your website, but could become a challenge if you need to keep producing new videos week after week.

If you were paying attention, you might have noticed one major social media network that I didn’t mention above; TikTok. Since bursting onto the scene a few years ago, this social media platform has fundamentally changed people’s perception of video content.

TikTok has changed the game because it has removed this expectation that engaging video must be professionally scripted, shot and edited. We watch self-shot smartphone footage all the time, so why not use it when representing our businesses?

Ask any marketeer and they will tell you that authenticity is one of the most prized assets a brand can have. Audiences respond to personality and intimacy, especially on social media. We see enough glossy advertising with high production values elsewhere – this is a space for connecting and communicating as people.

Most new smartphone cameras are good enough to shoot in high resolution, and the rise of vloggers, streamers and social media influencers has made it easy to find and purchase other equipment. If you’re filming regularly enough to want better angles, smoother motion or brighter lights, the kit exists and is relatively inexpensive.

A professional videographer and editor are still a hugely valuable investment when you’re looking for the best possible results, but DIY video marketing is here to stay – it’s a world that any business owner would do well to familiarise themselves with.