When Should you Do Free Work as a Videographer?

Should Videographers Do Free Work? Here’s My Take

Welcome to Videography University, the go-to space for anyone dreaming of turning their passion for videography into a six-figure career. I'm Grant Burks, your host, founder of Optiko Productions, a video production company based in Columbus, OH, and author of Film to Freedom, where I share the exact steps to build a 6-figure videography business business. Today, let’s tackle a controversial question in the videography world: Should you do free work?

Many professionals are quick to advise against unpaid work, warning of people eager to take advantage without offering real value in return. But I believe there are certain times when free work can be valuable—if you follow the right steps to ensure the work is serving you instead of only serving the client. Here are my three rules for when it makes sense to take on free work.

Rule #1: You Call the Shots

If you decide to work for free, make sure you’re in control. This means taking the lead creatively, deciding what’s included, and setting boundaries around the project. Free work can pay off when you’re in the driver’s seat and can make decisions that showcase your skills, talents, and capabilities.

Rule #2: Get a Testimonial

A great testimonial is one of the best forms of social proof, showing future clients you’re trusted by others in their field. Make sure to clarify upfront that a testimonial is part of the arrangement—it can help you land more paying clients later.

Rule #3: Gain Portfolio Material

For free work to benefit you, the resulting content needs to be usable for your marketing. Whether you’re building a reel or targeting a new industry, this footage should showcase your work to potential clients.

Free Work Gone Wrong: A Personal Story

Let me share an experience where free work didn’t pay off. Early in my career, I was approached by a real estate agent who needed video content but had no budget. I was tempted by promises of “exposure” and social media shout-outs. So, I agreed, hoping this would lead to future business.

It didn’t. Instead, the project took much longer than expected with countless rounds of edits. In the end, all of that promised “exposure” turned into zero paying clients. This experience taught me that working for free on someone else’s terms rarely benefits your business.

When Free Work Pays Off:

I wanted to break into the dental niche, creating videos to help dental practices market their services. Without any portfolio pieces in this niche, I proactively offered a free brand video to a local dental office. In return, I asked for a testimonial and permission to use the video for marketing purposes.

The shoot went off without a hitch, the dentist loved the video (in fact it is still on their website today), and they gave me a glowing testimonial. The testimonial from the dentist and the video in my portfolio helped me land a paid project with another dental practice for $2,500. From there, word of mouth and referrals took off. These two videos secured me a monthly retainer with a new client for $1,000/month which then turned into another retainer for $1,000/month. That single free video for the dental practice ultimately led to around $30,000 in paid work over the next year.

Free Work: When to Say Yes

Here’s the difference: The miserable project was someone reaching out to me expecting free work, with vague promises of “exposure.” The successful project was me reaching out to a client in a niche I wanted to target, with a clear exchange of value.

Free work can be a powerful tool to build your portfolio, especially when you’re just starting. When you’re low on cash but high on time, free work can get you in front of potential clients who could hire you down the line. Later, when you’re more established, you might still take on free work, but only when it makes strategic sense for you and your business.

Ready to Grow Your Videography Business?

If you’re serious about turning your passion for videography into a six-figure income, grab a free copy of my book Film to Freedom to learn the strategies and tools I used to build my business. Just check out the link here.

Happy filming, and here’s to building a profitable videography business—one smart choice at a time!