Benefits of outsourcing video production across ecommerce and marketing

Here are three of the most common benefits enjoyed by companies that efficiently consolidate, streamline, and outsource their ecommerce and marketing video production.


  What ecommerce, marketing, and creative executives at large organizations come to learn about video production - often the hard way.

What ecommerce, marketing, and creative executives at large organizations come to learn about video production - often the hard way.

Even if your company is highly experienced with photo or video production for traditional media like print or television, you’ll quickly find that producing enough video for digital is an entirely new challenge – requiring different people, processes, and tools – to support the speed and scale of the modern marketing mix.   

In the case of ecommerce product video, this challenge is multiplied by the logistics involved in handling large volumes of physical products – many of which may not even be available on the market yet.  Each product featured in a video must be sourced, shipped, unpacked, assembled, styled, disassembled, and returned/disposed.

That’s why ecommerce, marketing, and creative executives at large organizations come to learn – often by costly trial and error – that it’s best to

  • Stop treating video production as one-off, department-specific projects; and instead design holistic, cross-departmental video production programs
  • Recognize that video is a different animal than photography. While there are certainly benefits to consolidating photo and video shoots – video still requires different people, equipment, and methodologies.
  • Partner with proven specialized vendors – who have the experience and expertise to deliver quality content on-time and on-budget.

In designing a video program, it certainly can be difficult to organize, consolidate, and rationalize the video production needs of multiple teams across a company. Throw in varying expectations regarding creative, timelines, and budgets, and defining the scope for an outsourced video partner can be even more daunting.

Despite these hurdles, there is immense value in consolidating video production across your entire organization into a single program - handled by one or a handful of trusted vendors.

Here are three of the most common benefits enjoyed by companies that efficiently consolidate, streamline, and outsource their ecommerce and marketing video production:

1) Lower, more predictable costs

Specialized vendors have experienced people, unique tools, and finely-tuned production methodologies – honed over many years and across many situations.  As a result. they are able to reliably scope/staff shoots and deliver on-time and on-budget.  A specialized vendor is often well-versed in designing programs with predictable costs and then optimizing those programs to find additional efficiencies.

On the other hand, trying to use internal teams and resources in response to your changing video needs can be a slow, unpredictable, and often painful process. You will need to hire/train new employees, re-organize departments, develop new processes, and purchase new equipment and software – all which require significant time and capital.  More importantly, there is often a high learning curve involved in high-scale video production. Unfortunately, most internal teams don’t know what they don’t know: what it takes to shoot 10 videos is totally different than what it takes to shoot 100, and that is different than what it takes to produce 1000+.  

2) A more agile video production process

There are natural ebbs and flows to every business.  Companies that don’t have sufficient internal resources devoted to video may find it difficult to increase the pace of production during their peak selling season or in anticipation of a key product launch.  While traditional agency relationships do allow for some level of “flex” they still often require long lead times or add a “rush charge” to deliver at the speed you need. 

A dedicated, retainer-based video production company provides a dependable option when the demand for video fluctuates throughout the year.  Having invested the time up-front to understand your brand, products, and organization, these long-term partners can quickly staff-up teams and deliver with short lead times.

3) More consistent brand quality

Most organizations have a standard of quality they want to meet in all communications, whether digital or in-person. Upholding your brand voice and values is especially important in video productions that are often seen by large audiences and usually more visible to your company’s high-level executives.

Companies that produce videos across multiple teams and vendors often struggle to define and enforce a quality and brand standard for their video content.  The more departments and vendors involved, the worse the situation gets.   Outsourcing video production with a single, retained vendor, however, can alleviate this challenge.  In such a relationship, the vendor will dedicate a team that will invest in understanding your brand and help define standards that they can align their teams around.

An external video partner provides comprehensive benefits

It’s true that video can be a complex element of your organization’s communications, involving many people and moving parts. With assistance from a specialized video vendor that understands how to implement the processes and team structures required to scale a video program, you can reap the benefits of consistent video collateral that strengthens your brand.

To learn about how Invodo has helped its clients achieve value through video production programming, contact us today.


Justin Vallejo