Video Marketing vs Video Production | Why Business Owners Should Know the Differences

Video marketing vs video production is one of the most common topics that business owners duel over nowadays. Creating a good video content to reach the target audience and raise brand awareness is what they actually look for. Video posts are rising to the top of news feeds on any channel and platform.

Website visitors are likely to get interested in your product when they watch your video content. Backed up with audio and visual effects, video has undoubtedly become the straightest way to tell a stronger story. According to the State of Marketing report for 2020 by HubSpot, 85% of businesses use video as a marketing tool.

Well, but there is also the other side of the coin stating that not each video piece is meant to make your company grow. Unfortunately, many businesses fail to realize that there is a significantly important difference between the processes of simply producing a video and making it reach audiences.

Here we have two different fields dealing with the same concept of video content. In order not to get confused over these terms, we’ll dive deep.

Video marketing vs Video production - Let’s explore each

Video production is all about shooting and editing while video marketing is just another way of brand building.

Video production is an ideal choice for special occasions like TV commercials, movies, documentaries, music videos, broadcasting, live events and even weddings and birthday parties, etc.

It is all about the creation process without taking into account how it will be further used.

Video marketing is mainly about the end process and how people will receive and perceive the material. What video marketing agencies do is to ensure not only a good video quality but also build connections with your audience and work hard to offer the best pitch. Video marketing is ideal if you want to explain your product, educate your customers, grab attention on social media and other digital platforms. To serve that purpose, the most common video types are animated explainer, app tutorials, social media ads, etc.

Video marketing vs Video production - The strategy is key

You definitely can’t expect a video production company to create a material that will boost your business if you don’t have good marketing specialists in your team. They should provide a proper strategy and know how to handle the end result. Let’s agree even the best video with some super VFX (visual effects) and highest quality is totally useless if nobody watches it.

Why does it happen? It’s simply because you may have missed an important aspect. Your video lacks a clear message. So therefore, video marketing agencies identify business and marketing objectives. They generate a strategy which suits your company’s marketing needs, establishes real issues and subsequently leads to the desired solutions.

Video marketing vs Video production - Different to-do lists

Unlike video production services where the business owners tell what they want to have in the material, video marketing services help them identify the target audience and engage with it.

Video production agencies provide a service to produce a material based on their huge technical knowledge and planning capabilities.

Video production agencies ensure

• Casting
• Scheduling
  
• Shooting and video editing
• Technical solutions providing excellent production values

So they make videos according to what the customer tells and not necessarily what the company really needs for its marketing purposes. They simply produce videos without so much considering what’s the marketing plan.

Video marketing agencies have a different to-do list on their agenda.

• The overall business identity and the image that business wants to form
• The right audience
  
• Understanding the marketing issue and meeting customer’s expectations by providing properly researched and strategized solutions
• Scripting and choosing the best style based on your brand image
• Planning the production process
  For animation: sketching, making illustrations and final animation
  For live-action videos: choosing actors and organizing a shooting process, then preparing a final video
• Customizing the final material for social channels

Let’s sum up

Though video production and video marketing offer different services, anyway some of the disciplines and aspects are similar and even can complement one another. Both of them have their certain place for making eye-catching video materials because as mentioned above, they deal with the same subject of videos. Anyway, here clearly identifying your goal, i.e what you want to achieve through this type of content is of utmost importance.

Providing video marketing services at Burnwe, we help our customers bring their business to the next level in terms of market visibility. A comprehensive market research, a strong strategy, a professional team of video marketing enthusiasts and high dedication to meet the goals; we believe that’s all we need to create your unique brand image.

Don’t hesitate to contact us for a free video marketing strategy!

Video marketing vs video production - so what’s your choice?