How to Budget for Video Marketing: A Comprehensive Guide


In the age of digital-first, video marketing has become an essential tool for businesses of all kinds to engage their audience, build brand awareness and drive conversions. With the prevalence of social media platforms such as YouTube, TikTok and Facebook, video marketing has gone from being a luxury to an absolute necessity in a reasonably short space of time.

But it’s vital to ensure your video content is every bit as professional and engaging as your other marketing endeavours, and it can be challenging knowing where to start with a video content marketing strategy. That’s where a video content marketing agency will help you achieve your vision, and that’s exactly what we set out to do at Trend.

We’ve put together this comprehensive video marketing guide to help you budget for and structure your video marketing plan. Here, we’ll delve into the process behind video marketing, highlighting key considerations that you may need to budget for and providing insights into the process along the way. And if you have any questions, just get in touch with us.

Key considerations for your video marketing strategy

As you begin your video marketing plan, here are three main considerations you can make at the outset of the project.

What do you want your video marketing project to achieve?

Before embarking on any video marketing strategy, it’s crucial to determine your objectives, as clearly defining project goals and what you are hoping to achieve with your first video will help shape the entire production process and better allow for the effective allocation of your budget. Whether you are aiming to increase brand awareness, drive traffic to your website or generate leads, understanding your desired outcome will be vital in guiding your subsequent decisions.

Who needs to be involved?

Video production involves a team effort with your employees and the external professionals who will create your video. Identify the key players within your organisation who will contribute to the project, such as those on your marketing and creative teams, and any specific product experts. Bear in mind that the time of any employees working on your video marketing may have an impact on your budget.

This is a good point to engage a video content marketing agency like Trend. We are very experienced with video production, as you can see with examples of our work. We can bring our expertise to the table regarding storyboarding, filming, editing and post-production requirements, and this is vital for budgeting. Finding a video marketing company that understands your vision, aligns with your brand identity and possesses the necessary skills and experience is vital for achieving the results you desire.

Where will your video be made?

Choosing the location for video production is another important consideration. Depending on the nature of your business, your goals and your budget, there are various options open to you regarding location. We do most of our filming on clients’ premises, such as in their offices and around their buildings, but we can also provide studio space if needed. Each option has different budget implications, so it’s essential to assess your requirements and determine the most suitable environment for your video marketing production.

Consider whether you need actors or voice-over artists too. Hiring professional actors can enhance the quality of your video, but will also impact the overall budget. Alternatively, you may choose to have employees or customers participate, which can save costs while adding authenticity. Help with locations and talent are all things the experienced team at Trend will happily assist you with.

man with a video camera shooting outdoor footage

The benefits of video content for marketing

When budgeting for video marketing, several benefits are worth considering that are unique to video content and could help you decide how much of your marketing spend can be allocated to a video marketing company:

  • Increased reach and engagement: Compelling videos have the potential to reach a much broader audience, generate social media shares and significantly increase engagement with your brand and services. This leads to improved brand visibility.
  • Improved brand perception: High-quality videos can enhance your brand image, credibility, and perceived value. A well-crafted, professionally made video can leave a lasting impression on viewers, positively influencing their perception of your products or services.
  • Conversion rates: Videos have been shown to significantly impact conversion rates. A video on your landing page can increase the likelihood of conversions, whether it’s signing up for a newsletter, making a purchase or filling out a form.
  • Long-term value: Unlike other forms of marketing, videos have a longer lifespan and can continue to generate results long after their release. They can be repurposed for various platforms, shared across social media and integrated into email marketing campaigns.
  • Analysing data: Tracking views, engagement metrics, click-through rates and conversions allows you to analyse the impact of your video marketing. By reviewing this data, you can make informed decisions for future videos and optimise your budget accordingly.
Video production man with video camera

Video content marketing with trend visuals

As with anything in the world of business, experience is critical and budgeting for video marketing is something that gets easier once you’ve been through the process a few times. But by understanding your objectives, involving the right contributors, choosing suitable production locations and finding a professional video marketing company to partner with, you can maximise the impact of your video marketing campaigns.

If you have any questions about the process, would like more information about our regular content plans or would like to talk about the next steps of video production, you can contact us using our online form, call us on 01386 577 444 or email can help bring your podcast to life!