The Ultimate To Video Production For Video Content Marketing

Imagine you’ve just opened a box of delicious chocolates. There’s a tasty treat for everyone: crunchy, chewy, gooey, fruity, nutty; the list goes on. Now, picture your video content creation in place of the chocolates. Like the box of chocolates, videos come in all shapes and sizes. There are explainer videos, product demos, testimonials, and event videos. To create compelling video content that meets your business goals, you need to identify the type of video that will resonate with your audience and help you achieve your objectives. 

This blog will help you understand video production for video content marketing and how it can help you create better videos.  One of the best solutions for effective video production is Moonb, a video marketing agency that can help you create engaging video content that meets your business goals.

What’s Video Production In Marketing?

Video production refers to crafting visual media that communicates messages, tells stories, or conveys information through moving images, sound, and other multimedia elements. This process typically involves multiple stages, such as planning, filming, editing, and distributing the videos across platforms like YouTube, Instagram, TikTok, and websites. The type of video content can vary, from simple smartphone recordings to professionally produced animations or films, depending on the creator's goals, audience, and available resources. 

In today’s digital landscape, video content has become a vital asset for businesses, brands, and individual creators who want to engage their audiences online effectively. According to a report by NogenTech, 91% of marketing departments will incorporate video content into their strategies by 2023. This massive growth in video content creation is tied to the rising demand for short-form video, popularized by platforms like TikTok, Instagram Reels, and YouTube Shorts. 

The Role of Video in SEO and Digital Success

Video has become a key component of online searches, with 62% of Google searches now including video results and 80% of those videos originating from YouTube. This trend emphasizes the importance of video in both search engine optimization (SEO) and user engagement. 

Whether you're an entrepreneur, marketer, or a creative individual looking to share your stories with the world, mastering the art and science of video creation is essential for success in the digital age.

Video Production vs. Film Production vs. Videography

Video production creates content encompassing five key stages:

• Planning and development
• Pre-production
• Production
• Post-production
• Marketing and distribution

The initial concepts and strategies for the video are established in the planning and development phase. The process continues through pre-production, production, and post-production and concludes with marketing and distribution, ensuring the video effectively reaches the intended audience.

Film Production: What’s the Difference? 

Film production typically involves creating movies or films intended for theatrical release. It often has higher budgets, longer timelines, and a more intricate production process than other forms of content creation. 

Video production, on the other hand, covers a broader range of content types, including commercials, corporate videos, and online content, and usually involves shorter timelines and more streamlined production processes.

Videography: What’s the Difference? 

“Videographers” tend to be (for example) the personnel who shoot weddings, while “video production” covers a more professional process of planning, shooting, editing, and distributing video content. The term “cinematographer” or “director of photography” is still used to describe the craftsperson who oversees the filming process in video production. 

The cinematographer oversees lighting, camera movement, and a team of technicians who ensure the captured images are correct that their color, focus, and other aesthetic and technical considerations support the message of the video production. By contrast, videographers tend to film what’s already there, using minimal lighting and probably no crew.

Why Choose Moonb for Your Video Marketing Needs?

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via:

• Trello
• Slack
• MS Teams 

We also have weekly strategy calls and a contract-free, full-service production approach. Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level.

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Why Use Videos In Marketing

Video content has become an indispensable element of marketing campaigns, transforming how brands communicate with audiences and driving significant business growth. Since the rise of YouTube in 2005 and its acquisition by Google in 2006, video marketing has evolved rapidly. With the accessibility of video creation tools and the ubiquity of smartphones, video is now the dominant form of communication for brands aiming to engage with modern consumers.

The Numbers on Video Marketing

The pandemic further accelerated online media consumption, with video viewing surging by 215% in the U.S. In 2024, audiences will spend an average of 17 hours per week watching videos online, underscoring the importance of incorporating video into marketing strategies.

Video Marketing's Biggest Benefits

Encourages Social Shares 

Video content is one of the most shared forms of media on social platforms. Platforms like YouTube and TikTok have thrived on video, but even platforms traditionally dominated by images and text now emphasize video, such as:

• Instagram
• X (formerly Twitter)
• Pinterest

Tweets featuring videos receive ten times more engagement, and marketers increasingly use LinkedIn videos to capture attention.

Improves SEO, Boosts Conversions, and Sales 

Video is an effective SEO tool, helping websites rank higher on search engines. By adding video to a webpage, marketers can enhance page quality and increase visitors’ time. This is crucial, as engagement time is a significant ranking factor for Google. Video is proven to increase conversions, with 83% of marketers reporting that it helps them generate leads. Video has also become essential throughout the sales funnel, helping sales teams connect more personally with prospects and nurture them into customers.

Appeals to Mobile Users 

With 77% of people using smartphones or tablets to watch videos, mobile users are a critical audience for marketers. Mobile video consumption is more frequent, with users 1.5 times more likely to watch video on their smartphones daily than desktops. This shift to mobile has opened new opportunities for businesses to reach consumers on the go, creating content that’s easily digestible and optimized for smaller screens.

Builds Trust and Educates Consumers 

Beyond entertainment, video is a powerful tool for education and trust-building. Users increasingly prefer how-to and educational videos, which help them make informed decisions about products or services. Brands can leverage videos that humanize the brand and offer:

• Tutorials
• Product demonstrations
• Customer testimonials
• Behind-the-scenes looks

Authenticity is key here, as consumers, particularly Millennials and Gen Z, prefer real, unpolished videos over highly produced content.

Influencer Marketing and Personal Connections 

The growth of influencer marketing, from $9.7 billion in 2020 to an estimated $24 billion in 2024, showcases how video has revolutionized peer-to-peer influence. Brands partner with influencers to create authentic, relatable content that resonates with target audiences. In addition, video allows sales teams to form personal connections with prospects by sending tailored messages or creating videos that directly address customer concerns. 

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The 5 Stages Of Video Production

1. Planning & Development: Laying the Groundwork for Video Production

The first stage of video production involves defining the overall vision and goals for the video. Key questions are answered, such as: 

• The video’s purpose
• The target audience
• How to convey the message best. 

This phase allows for creative brainstorming around style and format—whether the video will be live-action or animated, polished or raw, and which platforms it will appear on, such as Instagram or TikTok. By the end of this stage, you should have a clear outline or brief, which will guide the rest of the production. Practical considerations are also addressed like:

• Budget
• Resources
• Potential challenges

2. Pre-Production: Getting Ready for the Shoot

In pre-production, the planning becomes more concrete. This phase focuses on the logistics, including hiring talent and crew, budgeting, and scouting locations. It’s a time to finalize the technical details, such as storyboards, shot lists, and production schedules. 

At this stage, teams also start working on visualizing the shoot, often using tools like 3D software to pre-visualize the sets and lighting. Many challenges are addressed and resolved during this phase, ensuring a smoother shoot later.

3. Production: Filming the Video

Production is the actual filming or creation of the video. With the planning done, this stage focuses on capturing all the footage according to the script and storyboard. This phase is highly controlled to ensure everything runs smoothly and stays within the set time frame, as talent and crew are typically on a tight schedule. 

Despite all the preparation, unforeseen challenges, like weather issues or underwhelming performances, may arise that require quick problem-solving on set.

4. Post-Production: Editing the Video

Post-production is where the raw footage comes to life. This phase includes: 

• Editing
• Color correction
• Sound design
• Adding visual effects or motion graphics

Post-production also offers opportunities to repurpose footage, allowing you to create multiple versions for different platforms from a single shoot. It’s a blend of creativity and fine-tuning to ensure the final video looks and sounds professional and aligns with the project’s goals.

5. Marketing & Distribution: Promoting the Video

The final phase involves getting the video in front of the right audience. Modern tools make marketing and distribution data-driven, allowing for precise targeting. Platforms are chosen based on the audience’s preferences, and video content is optimized for each platform’s specific requirements. 

This phase also involves monitoring the campaign’s performance, tweaking the content as needed, and ensuring that key performance indicators (KPIs) are met.

12 Main Types Of Video Production Services

1. Animated Videos: Engaging Storytelling for Any Audience

Animated videos tell stories and share information in a way that sticks and appeals to broad audiences. When companies turn to this production type to create animated informational videos, they typically get to choose between various styles: 

• 2D character animation: This simple and versatile artistic style relies on two-dimensional characters and scenes. 
• 3D character animation: A more complex style that creates a dynamic and immersive experience by adding depth and volume to characters and environments. 
• Vector animation: A clean and sleek style that relies on computer-generated vector graphics and is scalable, maintaining quality regardless of size changes. 

When planning animated video projects, consider that costs vary depending on the animation style and video length. This direct length-budget relationship is because each frame in animation must be individually created and designed by artists. Longer videos naturally require more extensive work and resources.

2. Brand Videos: Create an Emotional Connection with Your Audience

A brand video, also called an “About Us” video, focuses on telling a brand's story rather than promoting a specific product or service. Brand videos can connect emotionally with potential customers and build brand awareness. They effectively showcase the brand’s values, mission, and personality and can help establish a unique brand identity. 

To create a successful brand video, it’s essential to focus on storytelling and emotion rather than creating a sales pitch. The video should have a straightforward narrative that connects with the viewer and communicates exactly what the brand is about.

3. Product Videos: Show Off Your Product’s Features and Benefits

A product video is a type of marketing video that showcases a product or service in action, highlighting its features and benefits. It can be used to introduce a new product or service, educate potential customers on how to use it, or persuade them to purchase. Product videos effectively capture the viewer’s attention and provide a visual demonstration of the product or service. To create a successful product video, it is essential to focus on the product’s unique selling points and highlight how it solves a problem or addresses a need. 

The video should also be visually engaging, using high-quality footage and creative storytelling to keep the viewer locked in. Incorporating customer testimonials or endorsements can also help build credibility and trust with potential customers. Additionally, it is essential to keep the video concise and to the point, conveying the product's key benefits quickly.

4. Explainer Videos: Help Your Audience Understand Your Message

 An explainer video is designed to explain a product, service, or idea clearly and engagingly. It is often animated and uses a combination of visuals, voiceover, and text to convey complex information in a simple and easy-to-understand format. Explainer videos are best used to introduce a new product or service or better understand how an existing product or service works. Highly technical industries, such as software companies, typically find the most success with these types of marketing videos. 

Explainer videos should be structured to guide the viewer through the information logically and intuitively, helping them understand the product or service being explained fully. Furthermore, they can be a valuable tool for building brand awareness and establishing thought leadership, as explainer videos can help position a brand as an expert in its field and showcase its unique value proposition.

5. Team Videos: Showcase Your People

Team videos highlight the members of a company’s team, showcasing their skills, expertise, and personality. These videos are best used for recruitment and building brand awareness. By showing potential recruits and customers the people behind the company, team videos create a personal connection and can help to build trust and credibility. Team videos can also be used internally to boost morale and create community among team members. To be successful, team videos should focus on the people behind the company and their unique qualities rather than simply promoting the company itself. 

Authenticity is critical, and it’s important to let team members speak in their own words and showcase their personalities. High-quality production techniques such as professional lighting and sound, well-composed shots, and well-crafted scripts can elevate the video and create a polished finished product. However, it’s also essential to balance the desire for a polished video with the need for authenticity and genuine human connection.

6. Crowdfunding Videos: Raise Money for Your Next Big Project

Crowdfunding videos aim to raise funds for a project or business through online crowdfunding platforms. These videos are best used for new or innovative projects with different funding sources, such as new product development or artistic endeavors. Crowdfunding videos can inspire backers to invest in the idea and help make it a reality by showcasing the project's: 

• Vision 
• Passion
• Potential impact

To be successful, crowdfunding videos should be visually striking and emotionally compelling. They should tell a story that connects with the viewer and communicates the project's value and impact. It’s essential to communicate the funding goals and deadlines to encourage viewers to take action and contribute.

7. Testimonial Videos: Harness the Power of Reviews

Testimonial videos feature real customers sharing their experiences and opinions about a product or service. They can be highly effective at building trust and credibility with potential customers as they provide authentic perspectives on the brand’s offerings. Testimonial videos are often used as a form of social proof, helping to demonstrate the value of a product or service through the words of satisfied customers. 

To create a successful testimonial video, it’s essential to identify the right customers to feature and ask the right questions to elicit meaningful responses. Testimonials are a great way to increase sales and create brand advocates who will share their love of your brand across their networks. The video should focus on telling a story through: 

• The customer’s experience
• Highlighting the specific benefits
• Outcomes they have achieved from using the product or service

8. How-to Videos: Educate Your Audience

How-to videos, also called tutorials, show viewers how to accomplish a specific task or solve a problem using your product or service. These educational videos often include step-by-step walkthroughs with instructions. 

This format works as either long-form or short-form video. On average, how-to videos should be less than 20 minutes.

9. Video Podcasts: Combine Audio and Visual Elements

Video podcasts are discussions or interviews with a video component. They're episodes in a series, which can include dozens or hundreds of pieces of content on a specific topic. Podcasts can include any combination of hosts and guests.

10. Case Study Videos: Tell Stories About the Success of Your Customers

Case studies are videos that feature interviews with customers or clients. Also called customer stories, they explore the real problems your customers face and position your product or service as the solution. 

Potential customers often relate to these videos, which makes them helpful for attracting leads. 

11. Social Media Videos: Create Short Videos for Your Social Channels

Social media videos appear on platforms like Facebook, Instagram, and LinkedIn. They're typically short-form videos (under 90 seconds) optimized for mobile viewers. They can include anything from interviews and behind-the-scenes content to tips and promotions.

12. Video Ads: Promote Your Brand with Sponsored Content

Video ads are sponsored posts on platforms like YouTube, Facebook, and LinkedIn. They target potential customers based on demographics, interests, and behaviors, such as previous interactions with your business. Most video ads include CTAs that prompt viewers to take the next step toward a conversion.

Building A Video Marketing Strategy

Set Clear Goals and Define Your Audience

Start by identifying your key objectives. Whether it's brand awareness, lead generation, or increasing sales, ensure your video content supports those goals. Next, understand your audience deeply. What are their demographics, interests, and behaviors? Are they more likely to consume short, bite-sized videos or longer, in-depth content? Based on these insights, set clear goals for your video marketing, such as:

• Increasing engagement on social media
• Driving traffic to your website
• Improving conversion rates.

Select Video Content Types and Frequency

Once you clearly understand your goals and audience, determine the types of video content that align with both. Options include tutorials, interviews, product demos, testimonials, user-generated content (UGC), and behind-the-scenes footage. For example, educational or explainer videos may work well for industries like tech or finance, while lifestyle brands could benefit from aspirational content or customer stories. 

Decide how frequently you want to post based on your target platforms. For instance, platforms like TikTok and Instagram Reels often require a higher posting frequency to stay relevant, while YouTube’s algorithm may reward fewer, more in-depth videos with consistent quality.

Choose the Right Platforms

Not all platforms are created equal, and your audience’s platform preferences will play a massive role in shaping your strategy. If your audience is younger, platforms like TikTok or Instagram may be the most effective. YouTube or Facebook might be a better fit if they prefer long-form content. 

Mobile-first platforms like TikTok, Instagram Stories, and Reels are great for fast, engaging clips, while desktop and longer attention-span content thrive on YouTube or LinkedIn.

Perform Keyword Research

Incorporating SEO into your video strategy is crucial for visibility. Research relevant keywords in your industry to see what your audience is searching for. Use tools like Google Trends, YouTube’s keyword planner, or SEMrush to identify high-ranking keywords and topics. 

This research will inform your video titles and descriptions and your content, ensuring that your videos are optimized for search engines and user intent.

Plan for Multi-Platform Distribution

Your video content doesn’t have to live on just one platform. Repurpose your videos for multiple platforms to get the most out of each piece of content. For example, a long-form YouTube tutorial can be cut into shorter clips for Instagram Reels, TikTok, or LinkedIn. This allows you to reach different audience segments and meet them where they are. 

If your audience prefers shorter, more engaging content, consider Reels, TikTok, or YouTube Shorts. For more in-depth content, use platforms like Facebook and YouTube to host full-length videos.

Stay Consistent with Branding

While the platform and video format may change, your brand's voice and visuals should remain consistent. Make sure each video aligns with your brand’s visual identity and messaging. 

This helps maintain a cohesive look and feel, ensuring that your audience easily recognizes your content no matter where they find it.

Create a Content Calendar

A well-organized content calendar helps you stay on track and be consistent with your video output. Plot out your video ideas in advance and set specific goals for each. This keeps you accountable and gives you a bird's-eye view of your content strategy. 

Planning allows you to be more strategic with your releases, whether you're aligning them with a product launch, holiday season, or trending topic in your industry.

Moonb: The All-in-One Video Marketing Solution for Modern Businesses

Looking for help with your video marketing strategy? 

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via:

• Trello
• Slack
• MS Teams 

We also have weekly strategy calls and a contract-free, full-service production approach. Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level. 

How Do I Distribute My Video?

Owned Media: Take Control of Your Video’s Distribution

Owned media refers to the platforms and marketing channels that your organization or brand controls. This includes:

• Website
• Blog
• Social media profiles

Utilizing owned media allows video creators to control how and where their content is presented. It’s a valuable space for hosting production services, creating a branded experience, and engaging with your existing audience.

Earned Media: Score Goals with Organic Video Distribution

Earned media involves the organic exposure and brand visibility your high-quality content gains through word-of-mouth, social sharing, and online mentions. When individuals or groups find your content compelling, informative, or entertaining, they willingly endorse it by sharing it with their networks on social media channels, forums, or blogs. 

These organic recommendations and discussions can significantly expand your video’s reach and impact, reaching a broader and more diverse audience than you might achieve through owned or paid media alone.

Paid Media: Supercharge Your Video’s Reach With Advertising

Paid media involves investing in advertising to promote your content. Social media channels like Instagram and Facebook increasingly emphasize video, offering robust ad targeting options for reaching specific audiences. Other platforms like YouTube and TikTok have always prioritized content, making them fertile ground for earned media through:

• Likes
• Shares
• Comments

YouTube is a dominant player in video marketing, with 83% of consumers favoring it for content. More than 40% of consumers have reported purchasing based on products they discovered on YouTube. Even platforms without native video uploads acknowledge the importance of video marketing. For example, tweets with videos on Twitter receive 10x more engagement, and 68% of video marketers plan to utilize LinkedIn videos this year. Pinterest is also a growing video platform, with users watching nearly a billion videos daily.

How To Choose The Right Video Production Service

Define Your Goals

Before searching for video production services, clarify your video project's goals. What do you want your video to achieve? Typical objectives include increasing brand awareness, driving sales, and educating your audience. 

Defining your goals will guide your selection process and make it easier to choose a video production service that aligns with your vision.

Research, Research, Research

Don’t settle on the first video production service you find. To ensure you find the right fit for your project, spend time researching your options. Look for video production companies or freelancers with a portfolio of work that aligns with your vision and goals. 

Consider factors like:

• Expertise
• Experience
• Style
• Reputation in the industry

Review Samples to Gauge Quality

To assess the quality of a video production service’s work, ask for different types of video projects when you first contact them. For example, if you’re creating a marketing video, request samples of previous promotional videos and ask for examples of other video types like corporate training videos or documentaries. 

This will help you gauge the production service’s overall ability and creativity. Pay attention to: 

• Production value
• Storytelling ability
• Style to see if they match your preferences

Consider Your Budget

Before contacting video production services, determine your budget for the project. When you contact different video production services, inquire about their pricing and package options. 

Higher prices don’t always guarantee better quality, so choose a service that offers value within your budget.

Communication and Collaboration Is Key

Video production is a collaborative process that requires effective communication between both parties. Choose a video production service that keeps you:

• In the loop
• Listens to your ideas
• Provides valuable input to help you reach your goals

Check References

Ask for references or testimonial videos from past clients to gauge their satisfaction with the video production service. A reputable service should have positive reviews and a track record of delivering excellent results.

Evaluate Capabilities and Resources

Not all video production services have the same resources, so you want to ensure the company you choose has the capabilities to bring your vision to life. 

Evaluate their equipment, talent, and production facilities to ensure they have the expertise and tools necessary for your project.

Review Contracts and Agreements

Before committing to a video production service, review contracts or agreements carefully to understand the:

• Terms
• Deliverables
• Timelines
• Any additional costs involved

FAQs On Video Production

What Does Video Production Really Mean? 

Video production refers to the entire process of creating video content, which includes several stages: 

• Pre-production
• Production
• Post-production

It involves planning, scripting, shooting, editing, and distributing videos for various purposes such as:

• Marketing
• Education
• Entertainment and more

Video production transforms concepts or ideas into visual narratives that engage and inform audiences. The process can encompass various formats, including:

• Commercials
• Documentaries
• Corporate videos
• Music videos

Video Production and Video Editing: What’s the Difference?

While video editing is a crucial component of video production, it is not synonymous with the entire process. Video production encompasses all stages from initial concept development (pre-production) through filming (production) to final editing and distribution (post-production). Editing refers explicitly to the post-production phase, where the captured footage is refined and assembled into a cohesive final product. Thus, editing is one part of the broader video production process.

Videography vs. Video Production: What's the Difference?

Videography typically refers to capturing video footage, often in real-time settings such as events or weddings, with minimal setup and equipment. Videographers focus on recording what is happening without extensive pre-planning or post-editing. In contrast, video production involves a more comprehensive approach, including:

• Pre-production planning (scripting and storyboarding)
• Detailed shooting with professional equipment
• Extensive post-production work (editing, sound design, special effects)

Video production is generally more structured and aims to create polished content for various media outlets.

Start a 3-day Free Trial to Take Your Content to the Next Level

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via Trello, Slack, and MS Teams, weekly strategy calls, and a contract-free, full-service production approach. 

Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level. 

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