Video and Web 2.0: What to Pay For and How to Save

I am a do-it-yourselfer.  I love solving problems, getting my hands dirty, and even when I’m in over my head I give it at least an hour or two of tinkering before I call in an expert.  Or someone stronger.  Or taller. 

For the layman or even the dedicated amateur, it can be difficult to know when to consult an expert.  The do-it-yourself approach can be tempting, especially when it comes to online video.  Like most people, you probably own a camera, and you might’ve used iMovie to cut together clips of your golden retriever dressed up for Halloween as Optimus Prime.  But can you really save some money and do at least some of your video-production in house?  Here’s my list of how to Save, and when to Pay:

1. SAVE on videography by hiring students.  College students can be a great asset—they are eager to learn, willing to work hard, and flexible with hours and pay.  But make sure to get the right students: call a local College or University with a film program, and ask for a recommendation from a professor.  You want students who are handpicked by people who have firsthand knowledge of their skill and reliability. 
2. PAY for a professional videographer—if your project involves more than one interview or multiple locations.  You will need someone who can tie together the look of the footage; otherwise, you might end up with lots of wasted tape, time, and money.    
3. SAVE on costly re-shoots by doing your homework.  Search online for podcasts, promotional videos, or documentaries that look like what you want, and use them as a tool to communicate with your videographer and editor.  Nothing beats a visual representation—if you’re making a video, you already know that.
4. SAVE on your score by working with a not-yet-famous composer.  Find new musicians online through iTunes and see if they're willing to collaborate for a small fee. 
5. PAY for a professional editor.  Even if you do everything else yourself, a professional editor is a must because he or she can handle technical problems that inevitably occur, finish the video in the most appropriate format, and create an engaging and seamless video that connects with your target audience.  And trust me, that’s a lot harder than it looks. 
6. SAVE on release forms by finding them online.  Generally, all you need are personal appearance releases and location releases.
7. SAVE on legal battles by making everyone you encounter sign a release, even if they say they will never sue you.
8. PAY everyone something.  If anyone generously refuses, make sure they’re not in charge of something time sensitive or very important.  People show up on time, work harder, and feel more appreciated when they are getting paid, even if it’s very little.  

I didn’t mention the power of using your network—and that’s because it can be tricky.  If you really can’t afford the price tag of a professional production, you certainly don’t want to waste resources by consulting the wrong people.  And the problem with video production is that there are a lot of people in your network who think that they are the next Steven Spielberg. 

However, streaming video can be one of the most powerful ways to connect with virtually everyone and everyone virtually.  A well-produced video is dynamic, informative, and it’s something you’ll be excited to show people.  So if the cost of video production has been holding you back from exploring your inner Spielberg, maybe it’s time to give it a shot.