What is Video Production – Types and Its Phases

Organizations should always opt for the best medium while they are creating brand awareness, promoting their products or brands, or practicing messaging of different types. While different mediums can be used to reach a broader intended audience, one that sends a coherent or engaging message to them can be done through videos. Organizations that want to utilize videos for impactful and meaningful messaging can do so by video production.

Many organizations irrespective of their size and industry they operate are actively using videos. Why videos are so effective you might be thinking, well that is because it can be used for various purposes, more so the dual aspect of visual and audio enables the audience to perceive the message in a better way.

Any organization that wants to integrate videos in their marketing, branding, and messaging campaign should first have to gain a comprehensive understanding about video production, luckily we are here to help you, so let’s get started with different facets and processes of video production.

Video Production

The end-to-end processes and operations conducted to produce and distribute a video is called video production.

Whether your video would make it to the mainstream TV channels or social media platform, the operations of video production would more or less remain the same. What are these let’s have a look:

1.     Post-Production

The initial step of creating a video is the post-production process, this is where a video production company would be allocating resources. One of the primal operations in post-production is setting objectives and budgeting.

Any organization would set outlines like a message that it wants to convey through the videos. This solely depends on what objectives of the organization are; these could vary from situation to situation. A newly founded business would be creating video for branding purposes to raise awareness among the intended audience. Businesses that are targeting sales would be focusing on promotional videos, and so.

Setting out investment expenditure for video production such as script writers and actors salary, and cost of acquiring the machinery such as camera and other technical equipment; projecting such cost would be streamlined through budgeting. Organizations that are acquiring these services from external sources such as video production companies would be quoted about the service cost, hence they would get a quick knowledge of how much they would be investing.

2.     Production

Once the objectives for the video have been decided and the budget has been allocated then come the most integral processes of video production which includes script-writing, casting, setting shooting locations, recording, and editing the video.

Script-writing is the process of writing the dialogues or the monologues for the videos; the script of the video is derived from its objectives. The theme, tone, and flow of the videos solely depends on the scripts.

The phase of casting comprises hiring actors that would be acting in the video. Most of the organizations outsource their video production operations, if this strategy is adopted then the video production company would itself allocate actors for the videos. Organizations can also hire actors for videos if they have preference for any actor; this is mainly done to influence the intended audience. Although most of the videos require acting staff except for the animation videos; for these videos only visual and audio artists are required.

Location souring another essential operation of video production. The location where the videos are to be shot should be scheduled earlier, beside that different factors such as the background, lighting, and the weather should also be considered while making the decision of location sourcing. Video production companies can also create artificial backgrounds for the videos if their services are acquired by the organizations.

Recording of the video is one of the most resource-intensive operations of production. This is due to the involvement of technical equipment such as cameras and lighting equipment and professional staff which includes cameramen, directors, actors, and so on.

The last phase of production is editing, in this phase the videos recorded are analyzed. Directors would review the recorded video and editors would optimize it through making changes; general changes such as lighting improvements,  cutting and trimming, arranging sequences, audio editing, and color rendering and grading.

3.     Distribution

The last phase of video production is the distribution of the video; it is just like the launch of finished products. In this phase the videos are launched on different mediums, for instance; TV channels, social media, and search engines. As the video is being channelized on different mediums one of the most crucial decisions that organization needs to make is what would be the right fit for their intended audience.

Types of Videos Production

As we mentioned earlier that videos can be used for various purposes by an organization, we have listed some of the most mainstream and popular ways for which the operations of video production can be undertaken.

  • Web Videos: These are videos that are published and integrated onto the websites; the purpose of the videos is to give the mainly targeted audience background knowledge about the organization, its operations, products, and service offerings.
  • TV Commercial Videos: These are advertisements that are run on TV channels, and exclusively used by those organizations that have a broad target audience and customer base. Most of these videos used for TV commercials are promotional and could also be used for brand awareness.
  • Social Media Videos: These are videos that are posted on social media forums such as Facebook, Twitter, YouTube, TikTok, and Instagram. These types of videos are often targeted toward younger audiences.
  • Testimonial Videos: Organizations can also use videos to enhance their reliability, and for PR purposes, for they use testimonial videos which include reviews generally positive ones about the particular product and service offering from the customers. Testimonial videos can also be a great tool for audience attraction.
  • How-To Videos: These are videos used to inform the general public and specifically the targeted audience about the use of a product or service or to enhance the audience’s acumen over a certain subject. These videos could also include animations to make the videos more engaging and fun to consume.


We have walked you through different phases of video production and what are its different types. This information is essential to acquire for organizations that are planning to utilize video in their marketing and branding campaign, or using other purposes.

Organizations that want to reap optimal objectives from their videos are recommended to hire expertise such as video production agencies; these companies have both technical aptitude and competent staff that can cater A-Z services of video production.