what is video production?

From capturing life’s precious moments to learning a new recipe, video has transformed how we communicate and learn.

TL;DR – What is Video Production?

– Video production is the process of creating visual content to captivate audiences.
– Essential video production equipment includes cameras, microphones, and lighting sources.
– Collaborating with a professional team can help create superior-quality videos while staying relevant in an ever-changing industry.

But have you ever wondered, “what is video production?” and what goes on behind the scenes of creating a compelling video? Buckle up for a journey into the world of video production!

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Understanding Video Production

An image showing a group of people filming a video, representing the process of what is video production

Creating a compelling story using a video camera is called video production. It’s not just about recording visuals; it’s a meticulous process that involves planning, shooting, and editing to create a final product that resonates with the audience.

The process of producing a video is crucial in creating captivating content, whether it is for a popular musician’s music video or a multinational corporation’s promotional video.

What is Video Production?

Video production is the process of creating video content – akin to filmmaking or film production. Traditionally, this referred to the use of video tapes instead of on film stock, however, today’s definition also includes images recorded digitally.

Video production and film production each highlight different aspects of visual storytelling; while filmmaking traditionally focuses on the artistic endeavor of creating cinema, video production extends its reach to diverse formats like commercials, corporate videos, and digital content.

This process comprises three main stages: pre-production, production, and post-production, which includes the editing process. Each stage serves a unique purpose in the journey from the initial concept to the final product.

Types of Videos

Given the diversity of the target audience and their unique interests, a variety of video types have emerged.

Marketing Videos: Marketing videos are used to promote a product or service. These videos can be used on websites, social media, and other digital platforms.

Explainer Videos: Explainer videos break down complex subjects into digestible content. They’re often used to introduce a product or service to potential customers.

Tutorial Videos: Tutorial videos are used to explain how to use a product or service. They can be used to help customers get the most out of a product or service.

Training Videos: Training videos are used to teach employees how to use a product or service. They can be used to help employees understand the company’s processes and procedures.

Event Videos: Event videos are used to document events such as conferences, conventions, and other gatherings. They can be used to promote the event or share highlights after the event is over.

Social Media Videos: designed for platforms like Instagram and Facebook.

Each video type serves a specific purpose and caters to a specific audience.

The Role of Video Production in Marketing

Video production has become an integral part of marketing strategies. In the digital era, where attention spans are dwindling, video has proved to be a powerful tool for capturing viewer attention.

From promoting products to building brand awareness, video content helps connect with audiences on a deeper level, driving customer engagement and conversion rates.

With platforms like YouTube, Facebook, and LinkedIn supporting video content, marketers have a plethora of avenues to reach their target audience.

The Video Production Process

A video production process with a camera operator and a video tape, post production post, tv production and corporate videos

Creating a video is a journey, and like any journey, it comprises distinct stages – pre-production, production, and post-production. Each stage is a piece of the puzzle, and only when these pieces come together does the picture – the final video – become complete.

Understanding this process is crucial for anyone looking to create impactful video content.


The journey of creating a video begins with pre-production, the planning stage. Here, the groundwork is laid for the entire project. From defining the video’s objectives to finalizing the script and storyboarding, every aspect of the video is meticulously planned. It also includes having someone scout locations and schedule the shoot.

A meticulously planned pre-production phase guarantees a seamless flow during the actual filming process.


Once the planning is done, it’s time to call “Action!” This is the production phase, where the camera starts rolling. Everything planned during pre-production comes to life as the director guides the talent and the camera operator captures the footage.

It’s a collaborative process where everyone, from the actors to the camera crew, plays a role in bringing the story to life. Don’t forget to take lots of b-roll footage as well, which will come in handy later during the editing phase.

Post consuming-Production

After the shoot wraps up, it’s time for the post production phase, where the captured footage is transformed into a coherent story. This stage involves video editing, sound design, Foley, color grading, color correction, and adding special effects.

It’s like assembling a puzzle, where each shot is a piece that needs to fit perfectly to create the finished video. In this process, a post production post can serve as a checkpoint for the team to review and assess their progress.

In the hands of a skilled video editor, the raw footage, captured on videotape, morphs into a fantastic story that people love!

Essential Video Production Equipment

A camera operator filming with a video tape

Creating high-quality videos requires more than just a good story and talented actors; it also requires the right tools. The world of video production is filled with various types of equipment, each serving a unique purpose in the process.

From cameras that capture the visuals to microphones that record sound, the equipment used can make a significant difference in the quality of the final product.

Choosing the right equipment for a video project is essential for achieving the desired results.


The camera is the heart of video production. Whether it’s a DSLR renowned for its versatility, a mirrorless camera known for its compactness, or a cinema camera used for high-end productions, each type of camera offers unique features that can make a difference in capturing your story.

Selecting the right camera depends on various factors, including the type of video, the shooting location, and the budget.

Audio Equipment

While visuals tell the story, sound adds depth and emotion. Hence, investing in good audio equipment is crucial. Microphones, speakers, and amplifiers play a significant role in capturing and reproducing sound.

Selecting the right audio tools when recording narration, an interview, or ambient noises can drastically improve your video’s overall excellence.


Lighting sets the mood for the scene, creating depth and drawing attention to the subject. Whether you’re shooting indoors or outdoors, proper lighting is crucial. While natural light can be utilized for outdoor shoots, indoor shoots often require artificial lighting, such as with LED lights.

From spotlights to soft lights, the right lighting setup can dramatically improve the look and feel of the video.

Editing Software

Once you have your footage and audio, it’s time to assemble the story. This is where video editing software comes into play – cutting and arranging footage, adding special effects and soundtracks, and transforming raw footage into a compelling story.

Adobe Premiere Pro, Final Cut Pro, and DaVinci Resolve are just a few examples of the many traditional editing programs available today.

If you are looking for a easier way to create your finished product, you might want to look into one of the newer AI video editing tools, such as InVideo, Pictory or Flexclip. These programs use artificial intelligence to help you create long-form and short-form videos quickly and easily.

Tips for Successful Video Production

A video production process with a camera operator and a video tape, pre production process, corporate videos and a television commercial.

Creating video content can be tricky, especially if you’re new to the world of video production. However, with the right approach and a few expert tips, the process can be a lot smoother.

From defining clear objectives to understanding your audience and collaborating with a production team, these tips can guide you on the path to creating effective video content.

To start, it’s important to define your objectives. What do you want to achieve?

Defining Your Objectives

Before you even pick up the camera, it’s critical to define what you aim to achieve with the video. Whether it’s increasing brand awareness, educating the audience, or promoting a product, having clear objectives will guide the entire video production process.

It also helps measure the success of the video once it’s released.

Knowing Your Audience

Understanding your audience is key to creating content that resonates with them. Knowing who they are, what they like, and what problems they face can help you craft a message that speaks directly to them.

It’s not just about creating a video; it’s about creating a video that your audience will find valuable and engaging.

Collaborating with a Production Team

Finally, don’t underestimate the power of collaboration.

Working with a professional production team, including a dedicated video team, can bring in expertise and resources that can significantly enhance the quality of the video.

From the director with the creative vision, the cinematographer who captures stunning visuals or the editor who can take the footage and create a compelling story, each team member brings unique skills to the table.

DIY vs. Professional Video Production

A video production process with a camera operator and a video tape, post production post, tv production and corporate videos, creating a finished video

When it comes to video production, you might be torn between doing it yourself and hiring professionals. Both options have their pros and cons.

Opting for a DIY approach can save costs and offer creative control, while hiring a professional team can ensure high-quality output and access to expert knowledge.

No matter which route you choose, it’s important to consider the time and resources available to you.

Advantages of DIY Video Production

Going the DIY route can be cost-effective and flexible. You have complete control over the creative process, which means you can create content that is truly tailored to your brand.

Plus, it allows for quick responsiveness to content production requirements, making it ideal for projects with tight deadlines.

Using an AI video generator is also an option for many businesses who want to DIY their videos, but don’t love being on-camera! I love Synthesia and DeepBrain for realistic-looking human “talking head” videos.

Programs like this can reduce the logistical elements you need to worry about, and can help the whole project happen easily and quickly (no cameras or film needed!). You can read my review of Synthesia here!

Advantages of Professional Video Production

On the other hand, hiring a professional production company brings a host of benefits. You get access to a team of experts with the latest equipment and the know-how to create high-quality videos.

Whether you need a corporate video, a TV commercial, or a music video, a professional team can handle the complexities of the overall process and deliver a high quality video project that stands out.

The Future of Video Production: Technology and Trends

As technology advances, so does the world of video production. Emerging technologies like artificial intelligence, virtual reality, and live streaming are already shaping the future of video content. These technologies allow for more immersive and engaging content.

As we move forward, the ability to adapt to these changes will be key to staying relevant in the ever-evolving landscape of video production.

Final Thoughts on Video Production

From pre-production planning to post-production editing, the process of creating a video is a journey that requires creativity, technical skills, and a clear understanding of the audience.

Whether you choose to go the DIY route or hire a professional team, the key to successful video production lies in defining clear objectives, knowing your audience, and effectively collaborating with your team.

The future of video production is bright, and the possibilities are endless. Here’s to creating captivating videos that resonate with audiences and leave a lasting impact!

Frequently Asked Questions

What is the purpose of video production?

Video production is used to engage, inspire or educate viewers through the combination of visuals and audio elements. It enables creative and technical manipulation to take audiences on a journey.

Video production can be used to create a wide range of content, from corporate videos to documentaries, music videos to commercials. It is a powerful tool for storytelling, allowing filmmakers to create compelling stories.

Is video production the same as filmmaking?

Although both video production and filmmaking focus on creating visuals for the screen, their goals and approaches differ greatly. Video production is often used as a tool to achieve specific results, while film production seeks to create art with a less structured style and messaging.

What are video production skills?

Video production skills encompass good communication and people skills, creativity for developing ideas and problem-solving, practical skills to use technical equipment, good IT skills to work with digital editing software, and good hand-eye coordination.

These skills are essential for creating high-quality videos. They require a combination of technical knowledge, creative thinking, and the ability to work with a team.

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