Video allows for a viewer to get more information as they can visually see what is happening. If a business produces a good video as part of its marketing, people will likely begin to share the video, which will draw more attention towards it and result in more sales.
This comprehensive guide covers everything brands need to know about leveraging video production services
Table of Contents
Video Production Services: The Power of Video
Just like Google, YouTube is also a search engine. There are over one billion YouTube users. In total, one-third of the internet is a user of YouTube. More than half the users are connecting to YouTube via their mobile devices.
The most popular type of videos on YouTube is usually music videos; the most viewed video is ‘Baby Shark’ by Pinkfong, with over seven billion views.
Videos can be used as commercials on television and also placed on YouTube. Content creators can have mid-roll advertisements on their videos thanks to YouTube monetization. This is to increase the revenue from the content they are creating.
It is interesting to note that YouTube users are purposefully seeking out television commercials on YouTube to watch them perhaps more than once. Such is the power of high-quality, professionally produced videos that are so distinctive that people want to watch them repeatedly.
The main aim of YouTube is to gain subscribers while getting good views on your videos.
The videos you create can also be uploaded on Vimeo, which is used by over 45 million people worldwide. Vimeo focuses on high-definition video quality, so it is frequently used to showcase work from professional production companies and documentary filmmakers.
YouTube is the perfect platform as the main medium is videos, making it perfect for your video content.
It is pivotal that you have a social media plan within your video marketing strategy. Social media can be such a key tool in your strategy as it is a free way to advertise what product or service your business has to offer. Social media sites like Instagram and Facebook allow you to post both live content and professionally made content.
Video Production Services: Types of Marketing Videos
Popular videos brands utilize include:
Explainer Videos – Illustrate a product, service or concept. Typically, it is 2-3 minutes long, using animation, motion graphics, screen captures, etc.
Social Media Videos – Entertain and engage audiences on social platforms. Short 15-to 60-second videos tailored to each platform.
Commercials – Traditional 30 or 60-second promotional ads adapted for digital channels like YouTube.
Testimonial Videos – Showcase customer stories and fan testimonials. Often 30-90 seconds.
Webinar/Event Videos – Recordings of brand presentations or panels to repurpose.
Video Production Services: Software and Equipment
Common tools needed:
- Video camera – DSLR or mirrorless camera capable of 4K video.
- Microphone – Shotgun mic for interviews, lavalier for speaking parts.
- Lighting – Portable LED lighting kit for adjustable 3-point lighting.
- Editing software – Adobe Premiere Pro or Final Cut Pro. After Effects for motion graphics.
- Transcription – For close captioning. Tools like Temi or Rev.
- Collaboration – Project management platforms like Trello or Asana.
Factors Impacting Video Production Costs
Key cost considerations include:
- Video length – 30 seconds vs. 5 minutes.
- Amount of custom animation and graphics.
- On-site filming vs. screen captures.
- Soundtrack licensing fees.
- Produced in 4K vs. 1080p HD.
- Number of video edits and revisions.
- Video style complexity – live action, stop motion, 2D/3D animation.
Video Production Services: In-house vs Outsourced Production
In-house pros:
- More control and easier content updating
- No outsourcing fees
In-house cons:
- High equipment and software costs
- Steep learning curve
- Harder to replicate agency expertise
Outsourced pros:
- Leverage outside expertise
- Access to more resources and equipment
- Wider creativity and experience
Outsourced cons:
- Coordination effort for briefings and feedback
- Less control over the process
Vetting and Selecting a Video Company
Key evaluation criteria:
- Relevant industry and video-style experience
- Quality of portfolio and clientele
- Production process and timeline
- Flexibility and customization options
- Feedback and revision allowance
- Pricing model and cost breakdown
Measuring Video Marketing ROI
Important metrics to track:
- Engagement % on social videos
- YouTube subscriber growth
- Video views and completion rate
- Organic traffic from embedded videos
- Conversions from video calls-to-action
The Stages of Video Production Services
Anyone can produce a video, but customers expect high quality, so hiring a video production company is essential. A good video production company will work with its clients to produce top-quality videos to help promote their product or service.
Below, we will explain the different stages that go into video production.
1. Development
This is where the production team would meet with the client and work out what kind of content they want to be making.
The production team and the client will usually try to work out the following:
- Who is the audience?
- Why do they want a video?
- What is the marketing plan?
- Where is the video being posted?
After this stage, a timeline and budget are usually drawn up for the project; once this is approved by the client, work gets started on pre-production.
2. Pre-Production
This is where the bulk of the production is planned. This is a busy phase of production and requires things like:
- Creating storyboards
- Writing the script for the video
- Creating a schedule for the production process
- Auditions
- Finding locations
- Finalising the crew
- Sourcing equipment
- Selecting the costumes
This is where the production usually fails or succeeds. A well-planned production usually goes well except for in very extreme cases. If you fail to prepare, prepare to fail!
Good communication with the crew is vital as there are hundreds of decisions that need to be made at this stage of production for it to run smoothly.
After the planning is finished, the crew will move into the production phase.
3. Production
This is where the actual filming takes place. Sticking to the budget and schedule throughout this phase will result in a smooth production. If you are including any form of animation in the production, this is the phase that this would be created.
This is when most of the crew will be with each other, which could be hundreds of people, depending on the project size. The crew could be moving to multiple locations daily to get different shots.
4. Post-Production
Post-production usually includes completing things like:
- Rough cuts
- Special effects
- Voiceovers
- Foley work
- Music
- Titles and credits
This is the last stage before you complete the production. There will not be as many people working at this stage and it will mostly be the editing team that is now working on the production.
Formats for the Final Outcome
The video will be shot in HD, meaning it can be reproduced in many forms depending on how it will be shown. If it is going to be used for a convention or conference, the full HD version can be used.
If the video will be used for a television commercial, it needs to be formatted according to the needs of the various broadcasters that may have different requirements.
If the video is going up on a website being put on Vimeo or YouTube, a compressed format will be used that is optimized for video streaming on the web and faster download speed.
Video Production Services for Specialised Video
Besides videos being used for commercials or to promote a product or service – there are special types of videos that require additional functionality. Such as creating an interactive video for use in a kiosk display or making a video display on any type of mobile device with various screen sizes. For a kiosk, the video may playback automatically in a loop that repeats, or the playback can be triggered by motion sensors as someone physically
approaches the kiosk.
Corporate videos used for training or demonstration can be interactive.
Corporate videos allow the viewer to:
- Change a shot angle
- Zoom in or out
- Run the video in slow motion
- Direct the flow of the video’s progress during playback
Another specialized use for video is to document legal depositions. The video used in legal cases must be shot according to the court rules of that jurisdiction, such as the camera being held stable on a tripod at eye level with the person giving answers in the deposition. The rules of lighting and how the video needs to be shot must be followed explicitly to be accepted as evidence in a court.
Video Production Services: FAQ
What is the ideal length for marketing videos?
For social media, 15-60 seconds is ideal. For YouTube and website hosting, aim for 2-3 minutes for an explainer video. Testimonials and interviews can be longer, at 5-10 minutes.
What video formats should be delivered?
Request the final edits in multiple formats – MP4, MOV, and AVI. Also, ask for separate files for any graphics, animations, or audio tracks.
What is the average video production timeline?
On average, allow 2-4 weeks for scripting, storyboarding, and production. Complex videos with extensive animation can take 6-8 weeks. Quick social media videos can be turned around in 1 week.
How much does professional video production cost?
For a 2-3 minute explainer video, budgets typically range from $5,000 – $20,000 based on complexity. Testimonial videos can be $500 – $2,000. Social media videos usually range from $1,000 – $5,000.
What processes do video production companies follow?
A typical workflow includes creative briefing, pre-production (script, storyboard), production shooting, post-production editing and delivery. Expect 2-3 rounds of revisions.
How can I determine the right video production budget?
Factor in video length, amount of custom graphics, on-screen talent, licensing fees, revisions, and production timeline. Get quotes from 3+ companies to compare.
What ROI can I expect from marketing videos?
Videos generally provide positive ROI across metrics like engagement, conversions, and lead gen when aligned to specific campaign goals. Track KPIs to optimize.
Video Production Services: Summary
Professional video production services are being used extensively to create videos that have a powerful impact and meet specific needs. Most organisations find a great benefit in using videos for their marketing efforts and training programmes that are professionally shot and edited.
This guide provides an in-depth look at the factors that go into developing effective marketing videos. Follow these best practices for video production to create compelling content that delivers ROI across platforms.
Here at ProfileTree, we offer various video services that may help your business.
If you are interested, feel free to contact us!
ProfileTree
Claire Mulligan // 11th February 2024 
Eman Sameh // 11th February 2024 