What Is Video Production?

Video production is simply the process of producing a video through capturing of moving images and then editing this captured video on post-production to create a final video content. Thus, it basically has two parts – videography (recording) and video editing.

Good examples of finished video products are television programs and TVC’s or television commercials. These are different from films which are recorded on film stock (filmmaking). Videos, instead, are recorded on electronic media such as videotapes (obsolete) and SD cards (more current).

In terms of distribution, videos nowadays are conveniently distributed in various digital formats such as .mpeg, .mp4, .avi, and .mov. Other examples of video contents that use such formats are corporate videos and event videos (e.g. birthday video, wedding video).

Likewise, the term video production may refer to the number of people involved in the production, along with the equipment that will be used (production size). From a solo person capturing videos with his professional camera to a family creating home movies or “vlogs” using a camcorder to a multi-camera setup for a TVC shoot – all are considered as video production.

Furthermore, video production has grown and evolved in such a way that it now plays a major role in the world of business marketing. Thus, it’s worth noting the various methods of video advertising that marketers use these days.

Different Types of Video Production

VR Video (Virtual Reality)

As one of the latest trends in video production, a VR or virtual reality video uses advanced computer technology to simulate realistic sensations (e.g. vision, sounds) in an imaginary or virtual environment.

This is usually achieved through the use of equipment such as VR headsets and haptic controllers to provide users with immersive environments that mimic the real world.

In marketing, too, modern advertisers have started utilizing virtual reality technology to engage a target audience more effectively. How?

IKEA, for instance, developed a system that allows its consumers to view products in virtual reality. Thus, furniture can now be turned around virtually so that it can be seen from the side or the back, giving the consumer a better look at it even from home (or when shopping online).

Also, many real estates and architectural design firms have started using the VR technology for engaging potential clients or consumers. Built spaces and building design proposals now feature “virtual models” that can be toured like a real structure.

Generally speaking, virtual reality is the most promising form of advertising through video production because of its “immersive” and life-like nature.

Animated Video

Before, animated video was put together using images that were drawn by hand, photographed, and shown in films. Nowadays, though, CGI (computer-generated imagery) is what’s being used and mostly replaced the traditional method of animation.

Computer animation has many uses and techniques, and one of them is video advertising. In fact, despite the recent advancements in video production, animated videos are still being used and are still effective for marketing products and services.

As a part of a content marketing strategy, animated videos are produced and then circulated across various media (e.g. YouTube, Facebook, and other social media). This is because people tend to steer away from boring explainer videos and are more likely to click on animated ones.

Depending on how it’s done, an animated video can make a complex topic more understandable. Also, because it often contains elements of humour, it also has the ability to hold viewers’ attention longer than written contents can. And last but not the least, the cost to produce animated videos are not as high as producing live videos.

Web Video

The most popular web video (online video hosting site) today is still YouTube at 1.3 billion users as of 2017.

As the name implies, a web video is delivered online via the web (over the Internet), in contrast to “traditional” film and television broadcasting.

There was a time when web videos were mainly music videos for songs. In recent years, however, this had evolved in such a way that almost every event, especially notable and global events, is being streamed live over the Internet. Examples are US presidential elections, international beauty pageants, sports events, royal weddings, etc.

In relation to the business industry and as a result of such popularity, web video has become a preferred marketing platform nowadays by many advertisers – an effective strategy for promoting services and products to a vast audience. YouTube, for example, is free to use and can give access to millions of daily users.

Social Media Video

Social media videos are the types of videos that people upload on social media sites such as Facebook, Twitter, and Instagram. Advertisers, though, cannot just post ads on any of these channels without considering all or some of the following factors.

First, which platform will be effective? Instagram, for instance, is purely pictures and videos. Many small and start-up businesses find this platform to be very effective in highlighting their products and services because Facebook is too large a place for new businesses to easily get noticed. Meanwhile, others may find Facebook to be the “real deal” when it comes to social media marketing.

Next, what kind of video content will work and get noticed on the chosen networking site? The thing with social media videos is that unlike TVC’s wherein viewers have no choice but to sit through them, the former needs to be at least “view-worthy”, if not “click-worthy”, to prevent viewers from skipping or blocking the ad. Thus, the social video content has to be interesting and eye-catching.

Last but definitely not the least, who or what comprises the target audience? This is actually the first thing that needs to be considered when producing a social media video for marketing. It’s the people/audience/consumer that will determine the platform and the content because, in the end, they are the very reason why advertising has to be done in the first place.

Indeed, video production plays a major role in reaching out to and influencing your target audience to buy or even just take notice of your services and products. If you haven’t been using videos as a content marketing strategy, then maybe it is what you really need to take your advertising game to the next level.

More on Video Production can be found under History of Video Production.