What Is Video Production? Everything Marketers Need to Know

Video production is the process of creating videos by capturing moving images (videography), and creating combinations of images, motion graphics, and sound (video editing). It encompasses a wide range of video types, including corporate videos, event videos, explainer videos, marketing videos, and more. 

As one of the most popular forms of content, video is a powerful marketing tool that can help you achieve your business goals. But before you start producing videos, it’s important to understand the basics of video production—including the different types of videos, the production process, and the equipment you’ll need. 

In this blog post, we’ll give you an overview of the entire video production process so that you can produce high-quality videos that achieve your marketing goals.

Types of Videos 

There are many different types of videos that you can produce, each with its own purpose. The type of video you create will be determined by your business goals and the message you want to communicate. Some popular types of videos include: 

  • Corporate videos: These videos are typically used to promote a company or introduce its products and services. They can be used internally (for employee training or recruitment) or externally (for customers or shareholders). 
  • Event videos: As the name suggests, event videos are recordings of live events such as concerts, conferences, or product launches. They can be used to generate hype for upcoming events or to celebrate past events. 
  • Explainer videos: Explainer videos are designed to educate viewers about a particular subject. They’re often used to explain complex concepts in a simple and engaging way. 
  • Marketing videos: Marketing videos are created to promote a product or service. They can take many different forms, such as testimonials, brand stories, how-tos, or product demos. 
  • Viral videos: Viral videos are any type of video that becomes hugely popular online, often spreading through social media and email. While they can be fun and entertaining, they don’t always have a specific purpose other than generating buzz. It can also be difficult to predict what videos will “go viral”– which makes them impossible to strategize for effectively.

The Video Production Process 

Now that you know the different types of videos you can produce, let’s take a look at the video production steps you’ll need to follow for a complete process. 


The first step in any video production is conceptualization. This is when you come up with an idea for a video and start to flesh out what it will look like. To generate ideas, look at your marketing goals and ask yourself what kind of video would help you achieve them. 

For example, if your goal is to increase brand awareness, you might want to make a long-form branded ad that tells your company’s story. If your goal is to generate leads, on the other hand, you might want to make a product demo or an explainer video that showcases your product or service in action. 


Once you have an idea for your video, it’s time to start thinking about the logistics. What type of video do you want to make? Who is going to be in it? Where will it be filmed? These are all important questions that need to be answered before you can move on to the next stage of production. 


The third stage is pre-production. This is when all the pieces start coming together and you begin putting together a team to help bring your vision to life. 

Depending on the type of video you’re making, you might need actors, a scriptwriter, a director, a cinematographer, etc. Once you have your team in place, it’s time to start working on the details like locations, costumes, props, and so on. 


Finally, we get to production—the stage where the actual filming takes place. This is often the longest and most complex stage of the process as there are so many moving parts. But if everything has been planned out properly in pre-production, production should go smoothly and according to schedule. 


Post-production is the last stage of video production. This is when all the footage is edited together into a final product that’s ready for distribution. Depending on the type of video you’re making, post-production can be relatively simple or quite complex. 

For example, if you’re just piecing together footage of an event that took place, post-production might only involve cutting out any sections that are irrelevant and adding titles or captions as needed.

If you’re creating an animated explainer video from scratch, on the other hand, post-production could involve creating entire sequences from scratch using software like Adobe After Effects. 

Final Thoughts

As you can see, there’s a lot that goes into making even the simplest of videos—but it’s definitely worth it when you see the final product and realize how much impact it can have on your business goals. 

So what are you waiting for? Get out there and start making videos!

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