When In-House Video Production Works… And When It Doesn’t

In-house video production teams are on the rise. They’re fast, reactive, and help brands create endless content. But more control doesn’t always mean better results. Here’s why building an in-house video team makes sense - and why it often doesn’t.

The rise of the in-house video trend

According to Wistia’s State of Video 2025 report, nearly three-quarters of businesses now make video content in-house. Whether it’s a team, a solo run-and-gun operator with an FX3, or Sarah from marketing with the latest iPhone - companies everywhere are heading in this direction. And honestly, who can blame them?

Video is now the number one communication tool of the 21st century. It’s fast, visual, emotional, and effective. But creating good video content - content that actually drives results - is costly. Not just financially, but in time, energy, and focus.

So, business owners and marketing teams want control. They want to move quickly, iterate, and feel ownership over their content creation. Hence, the in-house trend.

Why having an internal video team makes sense

Let’s be fair - there are plenty of good reasons to have an in-house setup.

1. Speed and agility.

The sheer amount of video content required today is staggering. Meta and Google Ads thrive on volume and creative diversity. Gone are the days of one killer ad per year - you’re updating and iterating almost weekly. Having a team ready to shoot at a moment’s notice makes life easier.

2. Always-on content creation.

If your business isn’t next door to a video production company, having someone in-house means ideas can become content instantly.

3. The rise of generative AI.

AI is changing video production and content creation fast. To keep up with algorithms’ insatiable appetite for more, AI tools will become a huge part of the workflow. Before long, your “video team” might include a few people furiously typing prompts just to keep the content machine fed.

All of that makes sense - but it’s not the full story.

Why in-house video isn’t always the dream

You might think I’m writing myself out of a job here. Not the case. In fact, we’re having more conversations than ever with business owners and marketing teams about supporting - or even replacing - their in-house efforts. Sorry, Sarah.

So, what’s going on?

You’re not running a video production business.

Just because you know what it takes to sell coffee doesn’t mean you can run a video production company. By hiring an in-house team, that’s effectively what you’re trying to do, just on a smaller scale.

Outsourcing exists because expertise exists. Sure, you could keep everything in-house, from SEO to cleaning the carpets, but no business does that. Even global giants like Coke and Amazon outsource certain things to people who’ve made them their life’s work.

“User-generated” doesn’t mean “better”

Yes, social media has changed what audiences will tolerate in terms of quality. More people trust user-generated content (UGC) over polished ads. So why not just shoot everything on an iPhone?

Because trust isn’t the same as influence. While people like seeing real humans use and review products, they still want to know your business is serious and trustworthy. That’s why Coke and Amazon spend millions on professional video production.

The rise of streaming platforms and creators like MrBeast has raised the quality bar. People crave authenticity - but they also expect high-end visuals and captivating stories. Ignore that at your peril.

Case study: the ZOE effect

Take ZOE, the health and wellness giant and a client of ours. They rose to fame through their podcast and social content. Their Head of Content analysed their top-performing YouTube videos and discovered something interesting: their most-watched wasn’t a casual phone clip or even hooky podcast clip. It was a professionally produced piece - “What Tim Spector Eats in a Day.”

So when ZOE launched a new YouTube channel, they came to us. We worked with them to recreated that winning formula with a Spanish twist. They could’ve sent their capable social media manager to film it on her phone (and did for some parts), but they still outsourced the hero piece.

After a whirlwind few days of filming and editing, they had a ton of content - and guess what? Their new “What Tim Eats on Holiday” video now tops their channel for views. Outsourcing works. People want quantity and quality.

The hidden costs of doing it all yourself

Another reason businesses still come to us, even with an in-house team, is they underestimate how much work video production really takes. The planning alone can be monumental. The on-set variables? Endless. And fixing mistakes in post? Sometimes impossible.

Clients who’ve tried doing it alone get it immediately. The moment we say, “Just leave it to us,” you can hear the relief.

Hiring an in-house videographer might solve some issues - but only if you hire well. And honestly, the people doing the hiring often aren’t qualified to judge. A great showreel doesn’t reveal what someone’s like under pressure, how tight their systems are, or whether they can tell a story under a brutal deadline. Even we get hiring wrong sometimes.

Then there’s the money. Rising employer National Insurance, new employment laws, and whatever the next budget throws our way… it all adds up. Passing that risk and responsibility to another company can be a smart financial move.

The real key: finding the right fit

Whether you keep it in-house or outsource, the real win comes from finding a team that fits your brand. When your video production partner aligns with your culture, values, and tone, they’ll feel like part of your in-house crew anyway.

Because the truth is, video strategy works best when it’s collaborative.

In short:

In-house video production teams make sense… until they don’t. The smartest brands blend both: internal speed and external expertise.

Make videos often. Make them well. And know when to call in the pros.