A Marketer’s Guide to Video Production in 2025
Video has become an essential marketing tool for businesses of all sizes. In fact, 89% of people say watching a video convinced them to buy a product or service. This guide will answer frequently searched questions about video production - whether you’re a business owner or marketer, you’ll learn the basics of video production, the differences between production and editing, what roles like video production specialists do, how to start making videos yourself, and what costs to expect. Let’s dive into the most common questions people ask about video production.
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What do you mean by video production?
Video production refers to the entire process of creating a video from concept to final output. It includes everything from initial planning and scripting to the actual filming and finally editing the footage into a finished video. In other words, when we talk about video production, we mean all the stages involved in making a video - often encompassing pre-production (planning), production (shooting video), and post-production (editing and polishing). For business owners and marketers, video production can apply to creating anything from a short social media ad to a full corporate promotional video. The key idea is that it’s a process that takes an idea and turns it into a visual piece of content.
What are the stages of video production?
In general, there are three main stages in video production, and understanding them can help you plan a successful video project:
Pre-production: This is the planning phase. You develop the concept or message of the video, write a script or outline, set a budget, and organize the logistics (like scheduling shoots, finding a location, preparing props, etc.). Essentially, all groundwork happens here before any camera starts rolling.
Production: This is the filming phase. You set up cameras, lighting, microphones, and then capture all the footage and audio according to your plan. In this stage, you might be directing scenes, interviewing on camera, or recording demonstrations - it’s all about creating the raw video content.
Post-production: This is the editing and finishing phase. You take the raw footage and edit it using software to cut it down, arrange clips in order, add music or voiceovers, insert graphics or text, and adjust colors or sound. The goal is to polish the video so it’s ready to share. This final stage is where the video really comes together into a coherent, engaging piece.
Every video project goes through these stages, whether it’s a simple one-minute product demo or an elaborate marketing campaign video. Breaking the process into these steps makes video production more manageable and ensures you don’t skip important preparation or finishing touches.
What is the difference between video editing and video production?
Video editing software timeline illustrating the post-production process. Video production is the overarching process of making a video, while video editing is a specific part of that process. Production covers everything from the initial idea all the way to the final output, including planning, shooting, and editing. Editing, on the other hand, refers specifically to the post-production phase where you take the recorded footage and refine it into the finished video.
In practical terms, if you imagine creating a marketing video: the video production involves brainstorming the concept, writing a script, filming interviews or product shots, and editing the material. The video editing portion focuses only on using software to cut and arrange the recorded clips, add transitions or effects, mix in music, and ensure the video flows well. So, the main difference is scope - production is the whole project (think of it as the full journey from start to finish), whereas editing is one key step on that journey (specifically, the part where you polish the story and visuals). To put it simply, editing is part of video production, not something separate; you might hire a video production team to handle everything or just a video editor to handle the editing stage.
Does video production include editing?
Yes - editing is considered a part of video production. In fact, editing is typically the final stage of the production process (the post-production phase). When you hear someone talk about full-service video production, it implies they handle the project from start (concept development and filming) all the way through the end, which includes editing the footage into a completed video. The post-production work - cutting and combining clips, adding music or graphics, adjusting sound and color - all falls under the umbrella of video production.
So if you’re budgeting for a video or hiring a production company, remember that video production services usually include editing by default. You wouldn’t have a finished, shareable video without the editing step. However, it’s always good to confirm with your team or vendor that the quoted production work covers editing (and revisions) so there are no surprises.
What is a video production specialist?
A video production specialist is a professional who focuses on creating high-quality video content and manages various aspects of the production process. In other words, this person is an expert in making videos from start to finish. They are usually skilled in tasks like planning shoots, operating cameras, setting up lighting and sound, and overseeing the editing of the video.
In a business context, a video production specialist might be the person you hire (or assign on your team) to bring a marketing video idea to life. They often wear multiple hats: one day they might help write a short script or storyboard, and another day they’ll be on-site directing the filming. Later, they’ll ensure the footage is edited into a final product that tells the story or delivers the message you want. Their goal is to make sure the video is professional and effective – meaning it’s visually appealing, communicates clearly, and serves its purpose (be it promoting a product, explaining a service, or building brand awareness). Essentially, a video production specialist coordinates the creative and technical pieces of video creation so you, as a business owner or marketer, end up with a great video that meets your needs.
How do I start making my own video?
Even a smartphone can be your starting camera for video production. You don’t need a Hollywood studio to create a useful video for your business. Here’s a simple roadmap to start making your own video:
Plan your content: Begin with the basics - what do you want to show or say, and why? Decide on the goal of your video (for example, to introduce a product or share a customer testimonial) and who the target audience is. Jot down a quick outline or script. It doesn’t have to be elaborate; even a few bullet points about the key message and scenes will help give your video structure.
Use the equipment you have: You can start filming with a smartphone that has a decent camera. Most modern phones can shoot high-quality video. Prop it up horizontally on a stable surface (a stack of books can act as a DIY tripod) to avoid shaky footage. Make sure your subject is well-lit - natural light from a window or a couple of lamps can work if you don’t have professional lights. For clearer audio, consider using an external microphone if possible (even an affordable clip-on mic can make a difference), but if not, just ensure you record in a quiet space.
Film your footage: Hit the record button and start capturing your content. Take multiple clips or retakes of each scene so you have options to choose from. Keep scenes short and focused on one point at a time (this makes editing easier). Don’t worry about mistakes - you can always redo a take. It’s better to have extra footage than to realize you missed something important. Remember to shoot some B-roll (supplementary footage) if needed, like close-ups of your product or shots of your office, to make the video more dynamic.
Edit the video: After filming, move on to editing your video on a computer or even a mobile app. There are many beginner-friendly editing tools available for free or low cost. For example, iMovie (on Mac) and Clipchamp (on Windows) are user-friendly for newcomers, and mobile apps like CapCut can edit videos right on your phone. For more advanced free software, you can try DaVinci Resolve on a PC. In the editing stage, trim out the unnecessary parts (like long pauses or bloopers), put your clips in a logical order, and add text or music if it enhances your message. Keep it simple - focus on making sure the video flows and the audio is clear.
Review and share: Once you have a rough cut, play it back and see if it gets your message across. It helps to get a colleague or friend to give feedback - they might catch something you missed (like a typo in a title or a section that feels too long). Make any final tweaks, then export the video. Now you’re ready to share it on the platform of your choice, whether it’s uploading to YouTube, sharing on social media, or embedding it on your website. Congratulations, you’ve made your first video!
Practical tip: Start small and learn as you go. Your first few videos might not be perfect, and that’s okay. Each time, you’ll get more comfortable with the process. Over time, you can gradually improve your equipment or invest in professional help, but in the beginning, using what you have and focusing on clear communication is the way to go.
Should I hire a video production company or make videos myself?
This is a common question for businesses, and the answer depends on your budget, time, and desired quality. Both approaches have their advantages:
Hiring a video production company or professional: If you have the budget, hiring professionals can greatly simplify the process for you. A production company will handle everything - planning, filming with high-end equipment, editing, and delivering a polished final product. All you need to do is convey your vision and pay the bill. The obvious downside is cost: professional video services can be expensive, often requiring a few thousand dollars or more for a short marketing video. The upside is that you’ll likely get a high-quality video without investing your own time in learning the ropes. It also saves you time and effort; as one guide puts it, passing all the work to professionals means you get a much more polished video and it frees you up to focus on other tasks. If you’re short on time or need a top-notch video (for example, for a major product launch or a national ad campaign), hiring a production company might be the best choice.
Doing it yourself (in-house video production): Thanks to modern technology, it’s entirely possible to create good videos on your own or with your team. The benefit here is cost savings. If you already have a decent camera (or smartphone) and a computer, you can produce videos at very low cost - essentially just your time and perhaps some inexpensive accessories. Many small businesses successfully create social media clips, how-to videos, or product demos in-house. By doing it yourself, you also have full creative control and can produce content quickly and frequently without scheduling a professional crew. However, the trade-off is that you or your staff will need to put in the time to plan, shoot, and edit. There may be a learning curve as you figure out techniques and editing software. The quality might not initially match that of a professional studio, especially as you’re just starting out. But for many purposes (like casual social media videos, internal communications, or budget-conscious projects), in-house production is a practical solution. Over time, you can improve your skills or decide to invest in better gear.
In summary, if budget allows and you need a very polished result, hiring professionals can be worth it - you’ll get expertise, quality equipment, and a smooth process, which is especially valuable when producing a critical marketing video. On the other hand, if resources are limited or you want to produce content regularly, start DIY. You can always mix approaches too: maybe film in-house for day-to-day content and hire pros for big projects. The good news is that there’s no one-size-fits-all answer - it’s about what fits your business needs. Many businesses start by making a few videos themselves to test the waters, and as they see video bringing in results, they allocate more budget to it (either for better equipment or professional help).
How much does it cost to make a product video?
The cost of a product video can vary widely depending on how complex the video is and who is making it. Here’s a breakdown to give you an idea:
DIY or In-house cost: If you make a video yourself using equipment you already have, the out-of-pocket cost can be very low – sometimes almost $0 (not counting your time). You might spend a few hundred dollars on extras like a better microphone, some lighting, or editing software, but many businesses create simple product videos with a smartphone and free software. Essentially, the cost in this case is mostly your time and effort rather than money.
Hiring freelancers or a small video team: For a basic professionally-made product video (think one that’s a minute or two long showcasing a product), you might pay somewhere from $1,000 to $5,000 or more. One industry survey found that creative product videos often range from roughly $1,500 to $7,000 on average. This budget might get you a videographer for a day of shooting and an editor to polish it. It typically includes the planning, a straightforward shoot (maybe at your business location with one camera operator), and editing with maybe basic graphics. The price can go up if you need actors, custom animations, or multiple filming locations.
Hiring a professional production company: For a top-tier result, businesses sometimes hire full-service production agencies. These companies bring a whole crew (director, camera operators, sound, lighting, etc.) and deliver a very polished video. High-end video marketing agencies might charge anywhere from about $5,000 up to $20,000 (or more) per finished minute of video. That means a 2-minute product showcase could cost tens of thousands of dollars. The reasons for the high cost include professional equipment, experienced personnel, extensive editing and special effects, and the time spent to get every detail perfect. While this price range is out of reach for many small businesses, it’s not uncommon for larger companies or critical product launches.
Key factors that influence cost: The length of the video, the style (live-action footage vs. animated graphics), the location and number of shooting days, talent (actors or presenters), and post-production needs (like 3D animations, special effects, or multiple revision cycles) will all impact the price. For example, an animated explainer video might have different cost drivers than a live-action product demo. Always discuss with the video producer exactly what’s included in the quote (script writing, music licensing, revisions, etc.) so you can budget accordingly.
In conclusion: You can create a product video at almost any budget. If funds are tight, start small and DIY with creativity. If you have a bit more to invest, hire a freelancer or small agency for a professional touch without breaking the bank. And if a product video is mission-critical and you need it to be top-notch, it may be worth investing in a production company - just be sure to get a detailed estimate. No matter the cost, remember to focus on clear messaging and quality content, because an effective product video can often pay for itself by attracting and converting customers.
By following this guide and understanding the essentials of video production, business owners and marketers can confidently incorporate video into their marketing strategy. Whether you’re defining what video production means, distinguishing it from editing, or deciding how to get your videos made, knowing the answers to these frequently asked questions will help you make informed decisions. Video production might seem complex at first, but with the right approach (and maybe a bit of practice), it’s an incredibly rewarding way to showcase your products, tell your brand story, and engage your audience.