Video Production

Video is one of the most useful types of content marketing you can deploy. Videos are a proven tool for boosting engagement and driving conversions and are also a great way to improve visibility for your brand.

Overall, 92 per cent of marketers who use video say that it’s an important part of their strategy, with 88 per cent reporting a positive ROI from this content. Our highly-experienced video team can help you determine which types of content will work best for you and assist you throughout the production process to create something that’s truly memorable.

Man in suit in front of stairs

Brand videos

A brand video is a great way to introduce yourself to potential customers and explain your values, vision and story. This type of content can help you stand out in a crowded marketplace and make an immediate impression on viewers. No matter what industry sector you’re in or the audience you’re looking to attract, brand videos can show customers exactly what you have to offer.

These types of videos aren’t just for innovative startups looking to make a name for themselves. They can also be used by established companies to add a new dimension to their brand and show off a side of the company that customers may not have seen before.

Messaging videos

If you need to communicate a specific message to your audience, such as a product launch or your company’s perspective on a major trend that’s affecting your sector, a video is the ideal medium in which to do this. Visual content is perfect for grabbing people’s attention and ensuring they will remember your brand. 

This type of video can also be used internally. For instance, you can replace written updates on how your company is performing with more engaging visual content, enhance training processes, or just deliver a message thanking employees around the world for their hard work, as video provides a more personal connection than an email.

Social media videos

No business can afford to neglect social media as part of its content marketing strategy. With Facebook alone boasting 1.6 billion daily users and Twitter reaching 330 million people a month, it’s a great way to connect with your audience. But your competitors know this too, so you need to stand out.

Video is perfectly suited to these platforms, as short, shareable content can cut through the noise and offer a new perspective on your brand. It’s an ideal place to show off the more fun side of your business, such as behind-the-scenes views of life at your company. Social media videos don’t have to be focused on selling, as it’s more about making an impression and getting people to notice and remember you. 

Documentary videos

A documentary video is a great way to offer something fresh and unique to your audience. These allow you to go into more depth about the people and processes behind your business, showcasing what makes you tick and highlighting areas you’re particularly proud of.

For example, a documentary can improve conversions by showing that you understand the key challenges your customers face, and illustrating how your products or services help. This type of content can also be used to emphasise aspects of your business such as your sustainability or social responsibility policies in a more engaging way.

Product videos

If you want to highlight the unique benefits of your product offering or go into greater detail about its features, a video can help you to get your key messaging across clearly and concisely. While demonstrating physical products is a common use for this type of video, it can also be used to explain a service offering by placing it in real-world scenarios.

A good video should do more than just explain how a product or service works, however. It should also tell a story about why you’re offering it and add a human element that helps customers relate more directly to whatever it is you’re offering. 


For an entertaining way to promote your brand or explain your products or services, animated videos are a perfect tool to make your visual content pop. A well-made animation can liven up what might otherwise be dry topics and add a unique look to your marketing campaigns that sets you apart from the competition.

Using animations in places like landing pages can make these assets more visually appealing and help boost conversions, while you can also use them at sales meetings or events with potential customers. Animations are a unique form of video content, and we have the skills and experience you need to to make them a success.

TV advertisements 

While many marketing campaigns today focus on digital media, this doesn’t mean more traditional channels like television should be overlooked. A good TV advert is still a powerful tool to get your brand noticed, and we can help you navigate every stage of this process.

TV adverts offer great exposure and a clear emotional connection with potential customers. They can also be effectively targeted to your audience by working with broadcasters to ensure they’re placed alongside the shows your customer base is most likely to be watching. For local firms, advertising on regional television can also help them compete effectively with larger companies.

Livestream video production

Live streaming is one of the most exciting opportunities for video content. With tools like Facebook Live making consumers more familiar with the potential of these offerings, live videos are a great way to interact directly with customers in real-time.

There are a number of ways you can use this format, such as Q&A sessions, product launches, customer support events or interviews with influencers or well-known figures in your sector. Live streaming can be a challenge for many businesses, but we have extensive experience in this area and can help you make it as smooth an event as possible.

Video is one of the most powerful weapons in any content marketer’s arsenal. It’s a compelling, entertaining and memorable way to convey information to your target audience and demonstrate the value of your brand.

If video isn’t already a part of your content marketing strategy, it’s time to change that. And if you are making use of this medium, it’s always worth thinking about how you can refine and improve your video production workflow to get the best results.

Benefits of video production for your business

Video is a hugely powerful medium for marketing. Its potential to capture people’s attention and leave a lasting impression on viewers has been demonstrated many times.

Here are just a few statistics that illustrate the value of video from a content marketing perspective that should give food for thought to any business considering the impact of video content:

  • Social media videos generate 1,200 per cent more shares than text and images combined.
  • 64 per cent of consumers make a purchase after watching branded social videos.
  • 96 per cent of people have watched explainer videos to find out more about products and services.
  • People who are led to an ecommerce site by a user-generated video are 184 per cent more likely to make a purchase.
  • 86 per cent of people would like to see more videos from brands.

There are all sorts of ways you can incorporate video production into your marketing, from short ads to animation that injects some colour and excitement into your content mix. All businesses have something to gain from video content, regardless of your size, industry or marketing goals.

Whatever approach you choose to take, it’s always a good idea to learn as much as you can about the video production process. The more informed you are, the higher the likelihood you’ll make efficient use of your budget and create a high-quality end product.

Equipment needed for video production

The sort of equipment you’ll need for video production depends on various factors, including:

  • Your budget
  • The sort of videos you want to produce
  • The size of your team
  • Your skills and knowledge

Basic video production

If you’re planning to start small, it is possible to create videos using just a smartphone. The devices that we all carry in our pockets have become so advanced that they have even been used to produce critically acclaimed feature films.

Using a phone for video production can be a good approach if you have a limited budget, or if you’re mainly interested in creating fun social media videos or informal updates. The quality of your creations will improve if you’re willing to invest in equipment like a microphone or specialist lens to attach to your smartphone, or a dedicated video app.

Another option at this end of the video production spectrum is using a laptop webcam, which can be effective for ‘talking head’ videos, demonstrations and webinars. But much like smartphones, you’ll get better results if your budget can stretch to extra production equipment like a good microphone or a lighting kit.

Intermediate video production

To take a step up from smartphone or webcam videos, you’ll want to look into different types of video production equipment that can help you achieve the sort of quality you’re looking for.

A DSLR camera, for example, will give you higher-quality images and be better-suited to filming in a range of lighting conditions and environments. Combining a high-end camera with accessories like a wireless microphone, a tripod and a lighting and backdrop kit will give you everything you need to create a polished promotional video that shows off your products or gives your audience an insight into the culture of your organisation.

This sort of production equipment requires a bit more investment, but will deliver excellent end results that could raise your video marketing to the next level.

Advanced video production

If you’re ready to make a serious investment in high-level video production that will help you stand out from the competition and make a lasting impression on your audience, there is plenty of production equipment out there to help.

Tools like a 4K video camera, a 50mm lens, a shotgun mic, an LED light kit and lens adapters, for instance, will add an undeniable level of quality to everything you produce.

It goes without saying that this sort of gear requires significant investment, so won’t be an option for all businesses. You also need to be sure you have the right skills and knowledge to get the best out of this equipment.

If you want to create high-end, professional marketing videos but you’re not sure how to go about it, teaming up with a specialist agency partner could be the way to go.

The video production process

Exactly how the video production process works will be dictated by factors like your budget, the amount of time you have and the final product you’re hoping to achieve.

For many businesses, it will start with essential steps like deciding what sort of video you want to create (which will feed into questions like whether or not you need a script and a shooting location), coming up with a concept for the video and nailing down the core message you want to communicate.

Once you’ve made your key early decisions and decided on the goals you want to achieve, the video production process can be roughly divided into three stages.


Pre-production is your planning stage, where you go through tasks such as finding a location (if you need one), obtaining any permits or permissions you might need to film, procuring and checking your equipment, and settling on a day and time to shoot. 

This is also your opportunity to generate useful assets like a shot list and a storyboard that will help to add structure to the creation of your video.

There are many other checks and arrangements that might need to take place at this point, depending on the unique nature of each video project. Essentially, this is your opportunity to plan and prepare, so you’re ready to make the most of your available time and budget as you go into the shoot.


The most important phase of the entire process: the actual creation of your video. If you’ve prepared carefully in the previous stage and given a lot of thought to every aspect of the shoot, you’ll have the best chance of things running smoothly.

This is the point where a dedicated video production company will come into its own and demonstrate its value. An experienced video production team including a producer, director and camera operator will ensure you take full advantage of your available shooting time and come out of the process with a high-quality, usable piece of marketing material.


In the post-production phase, you can focus on editing your video and adding any extra elements or finishing touches that will ramp up the quality and help it stand out.

Basic editing software enables you to assemble simple videos fairly easily, but for more complicated or ambitious productions it’s worth getting professional support. An experienced editor will bring the technical expertise required to turn your raw footage into a coherent final video, but they will also be able to cast a critical eye over your material and advise you on how to present it in the most compelling way.

How to distribute and promote your video

Once you’ve completed the key phases of the video production process and you feel happy with your final product, it’s time to think about distributing and promoting your video. 

Plan your social strategy

It goes without saying that social media should be at the heart of your efforts to showcase your marketing video and get it seen by as many people as possible. Conduct some research into what you can do to boost the visibility of your video on vital platforms like YouTube, Facebook and Instagram.

That might involve:

  • Editing shorter versions of your video to capture and keep people’s interest
  • Ensuring every video you create is optimised for mobile
  • Creating eye-catching thumbnails that draw attention to your video
  • Writing concise copy to accompany the video that tells people why they should watch it

Create supporting content

You can drive interest in every marketing video you create by producing additional content to support it. This could be anything from screenshots and clips shared on social media to blog posts that explore a related subject and direct viewers to the video.

Outsource key processes

It’s vital to promote your marketing videos if you want to get maximum return from your investment, but the variety of ways to go about this and the time required can be daunting, especially if you have lots of other jobs to be getting on with.

This is why, for many businesses, it makes sense to outsource the task of producing, distributing and promoting video content to an outside partner.

A specialist video production or content marketing agency will help you ensure you’re keeping up with valuable activities such as:

  • Running a dedicated video marketing campaign across your social channels
  • Supporting your videos in your email newsletters and other areas of your marketing
  • Promoting and sharing your videos across relevant online networks and communities

To learn more about video production and how you can make this essential form of marketing work for you, start a conversation with Axonn today.