What Is Video Production? The Complete Guide for New Marketers


How would you like to get your message out in front of hundreds of millions? With video marketing, you can do just that. 

Your marketing campaigns are only as good as the visuals that go along with them. You want to grab your target audience’s attention and convince them to take action, whether it’s watching a video, clicking on a link or filling out a form. 

Video production can be the key to achieving this goal, but many business owners don’t know what video production entails or where to begin. The big question is, what is video production? This guide will answer all your questions about this powerful form of marketing. 

What Is Video Production? 

Video production is creating videos, typically for commercial or marketing purposes. It involves everything from conception and scripting to shooting and editing. A video production company will usually have a team of professionals who specialize in each stage of the process. 

They’ll meet with you to learn about your goals and develop an appropriate plan when starting a project. In addition, they may offer other services like pre-production or post-production if needed. It is one of the most effective ways to reach large numbers of people quickly and easily. Here are five video production tips for your next project.

Why Do I Need A Script For My Video

Business owners should always consider what their customers want to see in their videos. You want to make sure that your viewers are engaged, not confused. A script can help guide you through your company’s story and give them a clear idea of what it does or offers. 

They also come in handy when discussing your company’s products or services in more detail. So if you don’t have any words written down yet, try using these tips to get started: 


  • What’s the goal of this video? 
  • What problem does this product solve? 
  • Who will benefit from this service? 
  • What will happen if they take action now? 


Use these questions as guides throughout the process of creating your script so you can tell a compelling story that engages your audience from start to finish. 

Next, consider how much time you have. Most people say 5 minutes is enough for an engaging YouTube video. However, if you don’t have that much time, try to aim for 3-4 minutes.

Editing Software: Pick A Program And Learn It!

No matter what video production is, every video needs to be edited. And to edit, you need software. There are many programs out there, and they can all do different things. So it’s important to pick one and learn it inside and out. 

Plus, the more advanced the program you know how to use, the better. Programs like Final Cut Pro and Premiere Pro will give you access to more features that allow for better customization of your videos! 

These two programs also have plug-ins that let you customize how certain aspects of your video work (like audio). But if you don’t want to shell out any money, try using an open-source editor like Avidemux or VirtualDub, both available on Linux/Mac OS X and Windows. They are easy to learn and very powerful! 

Whatever you choose, make sure it has support for the format of your footage (MPEG-2 or H.264), so it can also export video files with the same format. 

Lighting – Natural, Artificial Or Mixed Light?

There are three main types of lighting that you’ll encounter in video production: natural, artificial, and mixed. Each has its advantages and disadvantages, so it’s important to understand the difference between them before you start shooting. 

Natural light is the easiest to use because there’s no setup required, but it can be difficult if your subject is outside or on a different floor from where you’re filming. Artificial light is often used indoors and can be easily controlled by adjusting brightness levels. 

Finally, mixed-light combines natural and artificial sources. It allows you to capture bright and dark areas without too much altering. But it’s more expensive than natural or artificial light, meaning the cost might not be worth it depending on what type of content you’re creating. 

And while you may be tempted to rely solely on this type of light, it requires a professional-level understanding of how each light source will affect the subject. If this is your first time using mixed lights, hire an experienced crew member who knows how to get the best results in any given situation.

Location: Do I Need To Go Outside?

You don’t need to go outside to shoot a video. Some of the most popular videos on the internet are shot entirely indoors. However, there are a few things to consider before you decide to shoot your video entirely indoors. 

First, what are you trying to promote? If it’s an outdoor activity or location, then this may not be the best option. 

Second, how much equipment do you have access to? It’s easier and cheaper to take photos with a camera than film a video without any camera equipment. But it can still be done with the right strategy. 

Before we get into that, let’s talk about lighting. Unless you’re filming in a well-lit room or outdoors at midday, your subjects will require supplemental light to create great shots. A softbox or reflector is good for the former, while a flash is perfect for the latter. 

Finding Background Music For My Videos

Regarding video production, the right background music can make or break your final product. After all, the right music sets the tone for your video and can help engage your viewers. But where do you find background music for your videos? 

Check YouTube for free royalty-free soundtracks and iTunes from independent artists for video backgrounds. You can also use an app like Spotify, which has an enormous library of tracks that are free for non-commercial use (check out their playlist YouTube BGM) or buy a subscription to Groove Music, so you have access to every song in their library. 

Final Thoughts

The research will help you better understand your target audience to design an effective message that resonates with them. In addition, a well-crafted script will ensure your message isn’t lost in translation when conveyed through video. 

The actual filming phase can be the most challenging aspect of video production, but it’s also where you have the most control over how things turn out. Use techniques like storyboarding and green screens to maximize the impact of your production. 

And finally, post-production editing gives you one last chance to ensure all your hard work has paid off. Make sure your final product meets industry standards for quality before sending it off into the world!