A Guide To Video Production

This page is a guide for anyone interested in our video production services. Especially for the purposes of business growth. From covering the basics to the intricate details of post-production to key video types to consider for your brand, this is a one-stop shop. Ready to dive in?

Introduction

What Is Video Production?

Video production encompasses the entire process of crafting a video. While the term "production" can sometimes pertain solely to the filming stage, in general, it includes all aspects of the process: brainstorming, preparation, filming, implementation, editing, and beyond.

Why Is Video Production Important?

In today's media landscape, video production plays an essential role that cannot be overlooked. The impact of video production projects is evident in various forms, from TV and streaming commercials to social media ads, digital billboards, platforms like YouTube and TikTok, marketing emails, the metaverse, and beyond.

Video production is significant because of its effectiveness. Marketers and content creators recognize the influence of video across all stages of the marketing funnel. They leverage video content to attract new audiences, engage existing ones, increase conversions for both physical and digital products/services, and enhance loyalty among current customers or followers.

No matter your business objectives, video is likely the most effective tool to help you accomplish them.

Popular Types of Marketing Videos

When selecting a video production company, it is crucial to grasp the various kinds of marketing videos available, even if you are uncertain about the most suitable style for your brand. Understanding the diverse video types and their effectiveness at each marketing funnel stage enables you to allocate your marketing budget wisely.

By identifying the video types that resonate with your target audience, you can craft videos that are more adept at generating leads and boosting conversions. Moreover, having a fundamental comprehension of the different video categories can prevent production companies from charging you for unnecessary services.

Here are the five key marketing video types to contemplate for your brand:

Brand Video

A brand video, known as an “About Us” video, is a form of marketing content that emphasizes narrating the brand's story instead of promoting a particular product or service. These videos are designed to forge an emotional bond with potential customers and enhance brand recognition. They excel in portraying the brand's values, mission, and character, aiding in establishing a distinctive brand image.

When crafting a compelling brand video, prioritize storytelling and emotion over a sales-driven approach. Ensure the video presents a coherent storyline that resonates with viewers and effectively communicates the essence of the brand.

Product Video

A product video is a form of marketing that demonstrates a product or service in action, emphasizing its features and advantages. These videos serve various purposes, such as introducing new products, educating potential customers on usage, or encouraging them to buy. They excel at grabbing viewer attention and visually showcasing the product or service.

Creating a successful product video involves highlighting the product's unique selling points and illustrating how it addresses a problem or fulfills a need. It should be visually captivating, using high-quality visuals and engaging storytelling to captivate the audience. Including customer testimonials can enhance credibility and trust with potential buyers. Additionally, keeping the video concise and focused helps convey the product's benefits effectively within a short timeframe.

Testimonial Video

Testimonial Videos involve genuine customers sharing their thoughts and experiences about a product or service, which can significantly enhance trust and credibility among potential customers. By offering authentic insights into the brand's offerings, these videos serve as a powerful form of social proof.

For a testimonial video to be effective, it is crucial to select the right customers and ask relevant questions to capture meaningful responses. The video should focus on narrating the customer's journey, emphasizing the specific benefits and outcomes they have gained from using the product or service. Not only do testimonials boost sales, but they also cultivate brand advocates who will promote your brand within their circles.

Explainer Video

Explainer videos are crafted to explain a product, service, or concept in a clear and captivating manner. Typically animated, they blend visuals, voiceover, and text to simplify complex information effectively. These videos excel in introducing new offerings or providing comprehensive insights into existing ones. Industries with intricate products, like software companies, often leverage explainer videos for successful marketing.

To ensure maximum comprehension, explainer videos should follow a structured approach that leads viewers through the content logically and intuitively. They not only aid in product understanding but also serve as a means to boost brand recognition and establish authority. By positioning a brand as an industry expert and highlighting its unique value proposition, explainer videos contribute significantly to building brand awareness and credibility.

Team Video

Team videos shine a spotlight on a company's team members, highlighting their skills, expertise, and personalities. These videos are most effective for recruitment purposes and enhancing brand recognition. By introducing potential recruits and customers to the faces behind the company, team videos establish a personal bond that fosters trust and credibility. Internally, team videos can boost morale and foster a sense of community among team members.

For team videos to be successful, they should emphasize the individuals within the company and their distinct qualities, rather than solely promoting the company itself. Authenticity is crucial, allowing team members to speak in their own voices and display their unique personalities. Employing high-quality production methods such as professional lighting, sound, well-framed shots, and carefully crafted scripts can enhance the video and deliver a refined final product. However, striking a balance between a polished video and genuine human connection is vital for capturing authenticity and fostering a real connection.

Event, Non-Profit & Crowdfunding Video

Event & Crowdfunding videos serve the purpose of showing off an event or securing funds for a project or business particularly ideal for fresh, innovative ventures lacking conventional funding sources like new product development or artistic endeavors. These videos aim to captivate potential backers by portraying the project's vision, enthusiasm, and potential influence, motivating them to invest and support the idea.

For crowdfunding videos to be effective, they should be visually appealing and emotionally engaging, narrating a story that resonates with the audience while conveying the project's value and significance. It's crucial to clearly outline the funding objectives and deadlines to prompt viewers to take action and contribute.

Choose Impulse Media

That’s a wrap! As you can see, video production often involves a lot more than just shooting on an iPhone camera and posting on social media. A quality production is a major project—but it’s a project that pays off exponentially long-term.

We’re Here to Help

If you want even more guidance, working with a video production company is the best way to ensure your video efforts are fruitful. Here at Impulse Media, we oversee the entire project from start to finish, including every single step we’ve covered here.

If you have a video project on the horizon, we’d love to help you bring your vision to life!

Contact us to get started!