digital video production and promotion

A conversation about digital video production and promotion

Table of Contents

Videos are the most engaging type of content people consume nowadays. Every brand needs a video marketing strategy and if you’re not making one, you’re most likely falling behind. But don’t worry, that’s what we’re here for.

If you’ve landed here, that is because you understand the value of video marketing. Images and text alone no longer work. They are uninteresting and unengaging for consumers who are bombarded with live streaming, interactive videos, and other forms of media. So, for your brand to stand out from the rest, video production and promotion are a must.

Now is the time to start focusing on the ins and outs of video production and promotion if you haven’t already. If you’re new at this, start from the bottom and work your way up. But if you’re here to refine your skills, choose the sections that work well for you.

In this guide, we’ll walk you through the process of video production and promotion. Start exploring below to discover everything you need to know!

The process of video production

The video production process consists of three main steps.

  • Pre-production: This stage covers all the video planning including your strategy and script
  • Production: The stage where the video is shot
  • Post-production: The stage where you edit, promote, and choose the right platform for your video


In this phase, you’ll map out the entire video production process. Ideally, you have to start by diving into the below specifics. Ask yourself these questions:

What are your video goals and targets?

First things first. Figure out what you’re going to produce and who will it be for. Do thorough research to come up with a creative plan.

Who is your target audience?

Next comes the most important question, your target audience. Who do you want your video to see? For instance, are you targeting a specific age group?

The key is creating a buyer’s persona. With the buyer’s persona, you’ll know what medium your target market uses and where can you promote it.

Also, what do you want your audience to do after watching the video? Do you want them to click a link to make a purchase or subscribe to your channel? After you figure that out, what should your audience do to take that action? Decide everything beforehand and plan accordingly.

How much should you invest in a video?

If you’re new to the video industry, probably by now you’re curious about the video production cost. Yes, everything revolves around money. But, maintaining a realistic budget is necessary. Plan what you’ll shoot in-house vs what you’ll hire a production company to do for you.

To get the best deal, inquire industry experts about their editing, scripting, social media distribution, 2D animation cost, and so on. Certain features cost more, so ensure to select a video type before you go on about creating it.

After sorting out the goals, audience, and cost, you’ll move forward to the fun part.

With countless video types out there, select from the one that best fits your goals. After that, write your script and create a storyboard or hire an animation service to turn your imaginations into reality.


In this phase, you see your video come to life. As exciting as it may sound, this step entails checking up on every detail to ensure that your video is as good as it can be.

If you hire a video animation production company, you don’t have to worry about a thing. But, if you’re managing everything yourself, keep an eye on the below factors.

  • Audio and video quality
  • High-quality lighting
  • Styling, including makeup, decoration, props, wardrobe, etc
  • Behind-the-scenes and B-roll footages


The post-production phase revolves around editing and graphic creation. Other important aspects include:

  • Editing the best shots to sew them together
  • Adjusting visual elements like balance, color, and clarity
  • Recording a voiceover (if needed)
  • Adding audio effects such as sound mixing, background music, narration, and so on

How can animation benefit your video?

Before we move on to video promotion, let’s first know what part animation plays to bring your script to life. It has the unique ability to fascinate and attract your audience. The good part; practically any sort of video can be animated.

Know that while an animation is less expensive to produce (due to less equipment and time spent onset), it takes far longer because of the technical competence required for every frame. Consider the 3D animation cost in making the best decision. No doubt it can take your production game to the next level.

How do you promote your video on the right platform once it’s completed? That’s something we’ll discuss now.

Which is the best video promotion platform?

The secret of getting your videos seen lies in distributing them in the right places. However, what is appropriate for one video may not be appropriate for another. Posting a video on your landing page can increase conversions up to 80%. Whereas, you can also use a third-party service, the two big platforms of which are YouTube and Facebook.

When deciding where to host your videos, SEO is an important factor to consider. If you want your videos to promote your site (and brand) in Google search results, you have the best option: YouTube. YouTube videos account for a whopping 80% of the videos seen in Google search results.

Other than that, paid reach with video ads is another straightforward method to market your product/service. From social media to ad networks, there are plenty of platforms where you can pay to have a video run these days

When it comes to paid video advertising, we suggest Facebook above all others. The most advanced ad targeting is available on Facebook (and Instagram). This is due to the massive amount of data Facebook has collected from its users.

Lastly, after hosting your videos on a variety of networks, it’s important to track the performance.

So, how do you measure your video’s performance?

It can be done via:

  • A/B testing
  • Conversion tracking
  • Analyzing the amount of traffic that comes to your website
  • Keeping track of social media activity and reach

As consumers prefer video over other kinds of entertainment, it’s a once-in-a-lifetime opportunity for businesses striving to grow. The more you wait, the more consumers you lose. If you’re not using video marketing yet, now is the time to begin!

Need help getting started?

Talk to a video strategist!

Let's Go


Adam is a copywriter and content strategist with years of experience covering the latest trends in technology and digital industry. Adam brings a fresh and creative approach to his writing. With his passion for writing as well as amazing research skills, he shares valuable knowledge on multiple trends.