Best PracticeVideo Marketing

5 Types of Video Production

Need a marketing video for your small business but lacking in funds? Or is there enough budget for an upscale ad for your luxury hotel but creativity isn’t really your forte? Fear not: there is just the right solution, or in this case production service, for every situation out there. We get that you can’t necessarily have a one-size fits all approach, so here’s a little guide on how to pick the right type of video production to suit your needs.


1. Automatic video editing apps and software

If you have: a vision for your video, photo or video content relating to your business, free time and some tech skills

If you don’t have: extra money

How does it work?

This option is basically a DIY – you rely on yourself, your imagination and your marketing concept to drive your project forward. First step: check out the AppStore and find yourself a video editing app that you’re happy with in terms of specs and reviews. Some of these are completely free to use. If you’re a bit more tech-savvy, you could create a video using professional software, like Adobe Premiere Pro. However, if you’re not clued up and deadlines are looming, we suggest giving this option a swerve.

What are the pros?

Automatic video editing software is convenient if you want to save money and make a video to your taste. In this case, there are no intermediaries between you and the program. The result will reflect your ideas and reach the goals you are targeting. Use this program if you need a simple and quick marketing video. For example, for a one-time publication on social networks.

Any risks?

Use an editor app only if you have limited needs plus free time to think it through and experiment. Often, a video made with an automatic editor doesn’t look that presentable or unique as the software works the same way for every customer. It’s pointless to use videos like this as part of an expensive advertising campaign, in which case it’s better to entrust the task to professionals.

2. Freelancers

If you have: a marketing idea, time and a will to cooperate

If you don’t have: a big budget

How does it work?

Usually, to create a video this way, you hire a self-employed video editor, motion graphic designer or videographer. Check out their portfolio – you have to make sure they’re experienced and creative enough to fit your needs. Then you have to form the task and give your service provider a few references so they know exactly what they should do.

What are the pros?

The main advantage of working with freelance specialists is the cost of the project. Usually, it’s 2-3 times less than the money you’d spend using the other types of video production. When choosing a provider, focus on your tasks: if you need to create a video for your company’s New Year’s party, then hire a videographer. But if you want a whole movie about your business or its development story, one guy with a camera won’t be enough.

Any risks?

Freelancers are not bad guys, but let’s be honest: they can be freewheelers. They take a lot of orders to compensate for their low rates, so they don’t have time to focus solely on one project. Freelance video creators sometimes also pay little attention to marketing, simply because often this is not their specific field. Scriptwriters rely on the reference and a brief from the client. But it’s very common for the customers to leave the task unclear without clearly explaining exactly what they actually want.

You may find that freelancers aren’t so keen on signing contracts, preferring instead to work without them. However, this system doesn’t always work for big companies. Is it worth saving money, but spending more time and energy getting the outcome you want? This is often a dilemma for many people.

3. One Step video production

If you have: a video or photo content for your business

If you don’t have: much money, time, or energy to invest in production

How does it work?

Out of all the types of video production, this is the newest way to create a video that reduces the client’s involvement in the video creation process to save time and energy. The term ‘one step video production’ is very recent and came to life with the help of agenda.video, who create effective marketing videos in just one day. If you want to use this method, you just need to send a production team the link to your material or your company’s website. One step production will do the rest: examine the content that you already have, compose a script and produce a professional-looking video from existent photos or videos in a very short time. Your only job is to sit back and enjoy the results.

What are the pros?

One step video studios work with professional editors and screenwriters who can do the work quickly without additional assistance from the client’s side. It takes a lot of pressure off your shoulders. If you are in a hurry and need an efficient video, this is no doubt the solution for you. The idea is to reuse content that you already have to save you money on videography and maximise results from the material you’ve already invested in.

Any risks?

In this case, the quality of the video will depend on the content. So don’t expect to get a stunning picture if all you have is a couple of blurry photos. The problem can be solved easily: these days, anyone who has a smartphone with a good camera on hand can create high-quality content. A couple of tutorials on taking photos or videos and you will have enough content to make an attractive and engaging promotional video for the internet. Be sure you’ve done all you can to assemble workable materials and One Step Production will make the necessary magic happen.

4. Full cycle production studios

If you have: cash, a good amount of time and patience

If you don’t have: any content or creative ideas for your video

How does it work?

Full cycle studios have specialists with skills in marketing (PR, digital marketers, copywriters) and video production (directors, screenwriters, cameramen, sound engineer, etc.). Companies like this can create videos from scratch, so the whole process is in the hands of one team – from the original marketing idea to post-production. An example of a studio like this is agenda.video, based in London, who can produce marketing videos for any business industry from start to finish.

What are the pros?

Video studios work with experienced professionals. Just check out the portfolio of the studio: if you like their work on a visual level, it is more than likely that the company has a professional director, cameraman and a lighting expert. Before shooting, they develop a script and storyboard. As a result, you get a polished work of video art. They ensure that you walk away with a professional video that will push the audience to buy your product, in turn fulfilling a client’s goals.

Any risks?

It takes time to create a truly thoughtful and high-quality product from scratch. Very often, customers rush into decisions when setting tasks, only to change their minds in the process. Creating a concept, filming a video and doing post-production is a painstaking job that suffers from incorrectly approved and premature deadlines. So if you want a tailor-made video that fits your needs, it pays to be patient.

5. Marketing agencies

If you have: a great budget for your video marketing

If you don’t have: a marketing strategy, free time

How does it work?

Those agencies hire specialists with knowledge of marketing and sales. Employees study your company, come up with creative concepts for the video, develop a comprehensive promotion strategy and plan an advertising campaign. It’s a certified package deal.

What are the pros?

Out of all the video production types they think about marketing ahead of creating a video to achieve your financial goal. Predicting how a movie will perform is quite difficult. Sadly, even an expensive upscale video does not give return on investment guarantee. But you can count on these professionals’ experience and knowledge of the market. This is perhaps the best solution if you don’t have your own marketing resources.

Any risks?

The main disadvantage of marketing agency services is that they require a heavy budget. Well-known advertising agencies take on large-scale projects which involve attracting celebrities and industry spokespeople, effective product placement, and widespread promotion.

Another problem is overpaying for video production. Most advertising agencies don’t have their own video production specialists, which is why they collaborate with video studios. Eventually, it is the client who pays additional costs for that partnership.

Each of these video production types has its engaging sides and winning points. Which one is the best for your business to start bringing in more customers? We’ll leave that for you to decide.

About author

I am professional writer and video creator
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