Low-Cost Video Tools for Your Funeral Home Marketing

You’ve probably heard that video is king when it comes to content marketing, and it’s true. Around 87% of businesses reported they were using video as a marketing tool in early 2019. Many business owners cited reduced production costs, shorter production times and easier in-house creation as reasons they decided to jump on board. Deciding to start creating your own videos can be daunting, but with a little planning, you can create an effective marketing video at little to no cost. Here are a few ways to get started.


Even lighting is essential to creating an eye catching, professional video. A well-lit room on a sunny day is a free way to create great video lighting. Low light will make your video grainy, which in turn will make the production value appear poor. To take advantage of sunlight, always make sure your subject is facing toward the light, not standing in front of it. If you’re filming a video up-close with one person, utilizing a selfie light could instantly add additional light to someone’s face. For casual videos, we use the QIAYA Selfie Light with good results.

If you need to light a darker room, consider investing in a two-system light setup. More intense lighting works better for videos that include multiple people. My personal favorite light set up is a softbox LED lighting kit with a diffuser. These kits are fairly compact and also portable if you decide to film videos in multiple locations. Another type of light system that works well for video is an umbrella light kit, although these lights are a little more harsh than the softbox LED lighting kits.


If you’re not ready to invest in a high-powered video camera, today’s smartphones and tablets feature great cameras that take high-quality videos. One downside to using a mobile device is that you can be limited by the amount of space available on your device. This issue could be eliminated by using a form of cloud-based storage. Purchasing a small tripod will greatly increase the production value by helping you stabilize your video. Small smartphone tripods are inexpensive and readily available.


Good quality sound is another hallmark of a great marketing video. The easiest type of microphone to use in a video is a wired lavalier mic. These are the same type of microphones you see used on TV news stations and talk shows. They easily clip to the on-camera talent’s jacket or shirt and pick up their voice.

To keep your speaker on track, consider downloading a free teleprompter app for your smartphone or tablet. A teleprompter can reduce the stress of the individual who is speaking, and also help establish his or her credibility.

Once you have your raw video, it’s time for production! For Mac users, Apple has a built-in production feature called iMovie, which is easy to use and produces great videos. For those who don’t have Macs, Adobe has a fairly inexpensive program called Premier Rush CC, which currently costs around $10 per month to use.

If you’re looking to create a full video studio atmosphere, Amazon and B & H Photo and Video can provide all of the technology you need. B & H even offers on-hand experts who will listen to your needs and recommend which technology will work best for your funeral home business.

Deciding what products to use is a very individual process and depends on the skill level and patience of your team. It takes a lot of time and equipment to produce a high-quality video, which is why many of our funeral home customers work with one of Homesteaders’ more than 40 top preneed marketing agency partners. Do you have any favorite marketing video production tools and techniques? Let us know in the comments.

Jim Carson is a Senior Media Production Specialist at Homesteaders Life Company. Previously, he was the owner and operator of a large format printing, graphic design and photography company for 15 years. He currently oversees all of Homesteaders’ video needs and often assists with other digital media projects.

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