Video content is now non negotiable for small business clients , how are you handling production without blowing the budget?
Managing content for a few small business clients and the shift toward short form video over the last couple of years has completely changed what's expected of us as marketers.
A year ago I could get away with static graphics and the occasional carousel. Now every client wants Reels, TikToks, YouTube Shorts , and they want them consistently, not once a month.
The challenge is production. Most of these clients don't have video teams. They barely have marketing budgets. So we've had to figure out a lean production process that doesn't mean hiring a videographer for every single piece of content.
What's actually worked for us:
Batch filming: Getting clients to film a block of raw clips in one session , product demos, behind-the-scenes, talking heads , and then we edit down into multiple pieces. Cuts the logistical overhead significantly.
Lighter editing tools for social cuts: We don't open Resolve or Premiere for a 30-second Instagram ad. For that tier of work we use browser-based tools , been using FlexClip lately for quick turnaround stuff. Not powerful software by any stretch, but it handles platform sizing, auto-captions, and basic cuts fast enough that we can get a simple social video out in under an hour. Saves the heavy editing software for work that actually needs it.
Repurposing aggressively: One long video becomes five short clips. One short clip becomes a thumbnail, a quote graphic, and a caption. The goal is always to squeeze more from less.
Still feels like we're always behind though. Video demand keeps growing and production time doesn't shrink.
Curious how others are managing this , especially those working with smaller clients who have no internal content capacity. Are you building production into your retainer? Outsourcing it? Finding ways to make clients do more of the raw work themselves?