Hello, hello—welcome to Vlog #5! Recently, I realized that much of the videography advice on YouTube comes from people based in major cities like Toronto, Miami, Los Angeles, or New York. While their insights can be helpful, I often think, “What about the rest of us?” Living and working in a smaller city, such as La Crosse, Wisconsin, brings unique challenges and opportunities that don’t always match big-city advice.

Today, I’ll share five key lessons I’ve learned about running a videography business in a smaller market. If you’re in a similar spot—or just curious—this might be for you!

Defining “Small City”

When I say “small city,” I’m talking about somewhere like La Crosse, Wisconsin. The city itself has around 50–60k people, and the surrounding towns range from 10–15k down to just a few hundred. Yes, we have an airport and some interstate traffic, but it’s still nothing like Chicago or Minneapolis. As you’d expect, the style of work and client demand here look very different from what you’d find in a sprawling metropolis.

1. Be Prepared to Go Full-Service

In smaller markets, you’ll rarely find businesses hiring just an editor or just a camera operator—they often want someone who can handle it all, from pre-production to final delivery.

• Client Education: Many local businesses might not fully understand the process. You’ll likely have to explain what goes into a shoot, how many videos they might need, where those videos can be used, and how to receive the final files.
• Bigger Budgets Still Exist: Even in a smaller city, some clients are willing to pay for more extensive projects. It may take more time to find them, but they’re out there. Patience and a clear, confident pitch can lead to work in the higher-price range.

2. Choose Your Learning Path

If you’re starting out, you can go one of two main ways:

1. Self-Taught
   Dive into online courses, YouTube tutorials, and trial-by-error. This can take years. I’ve been at it for about seven years, and only in the last two have I felt my work is truly professional.
2. Partner/Mentor
   Find someone local whose work you admire. Working with them, or even just tagging along on shoots, is a fantastic way to learn quickly. Plus, you’ll build valuable friendships and professional connections.
   • Shout-out to Ben at Morrison Media—collaborating with him has been a huge boost for my skills.

3. Know When (and How) to Do Free Work

Yes, I said it: free work can still be valuable—when done with clear boundaries.

• Barter for Value: If you’re not getting paid in money, get something else you genuinely need. It could be social media promotion, a service you can use, or tangible goods (like custom woodworking!).
• Set Parameters: Always communicate your standard rates and the scope of what you’re providing. That way, nobody assumes you’re just “the free guy.”
• Build Skills Safely: Especially when you’re brand new to a particular skill (like flying a drone), offering a free test shoot can be a no-pressure way to practice and gain portfolio material.

4. Stay Consistent on Social Media

I’ve never been a big fan of social media, but it’s a simple truth:

“Social media shows you’re alive.”

Clients often scope out your social media to see if you’re active and producing new work. If you’re invisible online, they may assume you’re not currently taking projects—or worse, that you’re out of business.

• Leverage Those Passion Projects: Anytime you do free or discounted work, make sure it ends up on social media so people see what you’re capable of.
• Networking in Small Circles: In a smaller city, influential local pages can give you a big boost. Partner with people who have a strong local following—they’ll help get your name out there.

5. Renting Gear (Smartly) Can Save Your Budget

When you live somewhere without a big rental house down the street, it’s tempting to buy every piece of gear so you’re never caught unprepared. But do you really need it all?

• Rent Before You Buy: Online services like BorrowLenses or Lensrentals let you test cameras and lenses to see if they truly fit your style and needs.
• Focus on Specs That Matter: In my case, I love having 12-bit codecs and the ability to shoot RAW—features that can be found in gear far more affordable than a RED or full-blown cinema rig.
• Own Your Niche: Once you understand what you actually need to deliver high-quality work, invest in the gear that helps you excel. You can always upgrade later, once it makes financial sense.

Final Thoughts

Working in a smaller city can leave you feeling like all the “real opportunities” are in LA or New York. But the truth is, if you put in the effort, hone your craft, and stay consistent, you can build a thriving videography business anywhere. Over seven years, I’ve seen my work reach a new level—and each project I land keeps me excited about what’s next.

Let me know your thoughts in the comments, especially if you’re also navigating videography in a smaller market. And if you’ve made it this far, enjoy one of my favorite new drone shots at the end of the video. Thanks for reading, and I’ll see you in the next vlog!

—Jake, Blue Tie Productions