Most companies ask this at a stage when videos haven’t even been produced yet.
“Should we handle this ourselves or outsource it?”
The question sounds reasonable.
But it steers thinking in the wrong direction.
Companies do not fail with short videos because they choose the wrong production model.
They fail because they choose the model before understanding what they are doing.
When Execution Precedes Planning
In practice, this manifests as follows:
– someone gets excited about TikTok
– a phone is placed on a tripod
– a few videos are published
– a reaction is awaited
And when nothing happens, uncertainty begins.
“Perhaps we should do more.”
“Perhaps we should do better.”
“Perhaps we should seek assistance.”
In reality, the problem is not quantity, quality, or technique.
Short videos do not fail due to lack of execution – but due to lack of direction.
Internal Production Feels Like Freedom – Until Responsibility Strikes
Internal video production is appealing for many reasons.
It feels:
- agile
- cost-effective
- authentic
In the beginning, it often works.
Or at least it seems to work.
But at some point, questions begin to accumulate:
- why did this video work, but that one didn’t?
- why do views fluctuate?
- what should we do next?
If there are no answers to these, the process becomes burdensome.
External Production Is Not the Problem – Expectations Are
External video production rarely fails because someone else produces the videos.
It fails because the company buys:
“videos”
when it should buy:
understanding.
When an external partner only creates clips without context, the outcome is inevitable:
– content is produced
– but nothing develops
If external production does not educate the company, it is not a partner – it is a subcontractor.
The Real Question Is Not Who Produces, But Who Learns
A company is ready to produce short videos itself only when:
- it identifies recurring patterns
- it understands audience reactions
- it can anticipate what works
Until then, production is experimentation.
And experimentation without structure is expensive, even if it’s done “for free.”
That Is Why the Best Models Evolve With Time
The most successful companies do not lock themselves into one approach.
They:
- build understanding (often with external assistance)
- create a clear model and metrics
- transfer production in-house when it makes sense
At this stage, the question “should we do it ourselves or outsource it” ceases to be important.
When the direction is clear, the producer is secondary.
In Conclusion
Short videos are not a project.
They are not a campaign.
They are not a single decision.
They are a system that only evolves if someone views the process holistically.
And that is precisely why the wrong question at the beginning can cost the most.
Frequently Asked Questions
Should a company produce short videos itself?
Only when it is understood what works and why.
Is external video production always better?
Not always, but it often significantly accelerates learning.
Can internal and external be combined?
Yes – and this is often the most sustainable solution.
Where should one start?
With thinking, not with the camera.
