The video is the video is the video, right? Well except there is a big difference between just another video and one that has a strategy to back it. Argue-ably depending on who you ask, one may debate till no end though. So let me qualify my comparison here refers to producing videos for business. Many still get confused over the terms of video production and video marketing and this article will try to explore the differences between them.
Video production and video marketing offer different services even though some of the responsibilities and nature of work do cross-reference often. Many times when I introduce my company’s services, the assumptions were that we are in videography for events, promotions or even shooting corporate videos. I have been on both sides, the production team and the creative/marketing team. Let’s ‘take to the ring’.
Video Production Services
Normally a video production house is where you should go to whenever you are looking to shoot or produce a video because they have all the necessary production skill, talents, crew, equipment and production planning which include casting, scheduling, technical solutions, and budgeting.
Video production company delivers a service to produce the video based on their high technical knowledge and planning capabilities. They can shoot anything clients need as long as the marketing objectives and the brand strategy are clear. This could range from a TV commercial, movie, video narrative, documentary, live event, testimonial, etc. It can also include event, a launch of a product, or a series of shows for instance.
Now despite the wide encompassing production know-how, the truth is, video production house lacks some serious business marketing expertise. This is understandable because they do what they are great at… production. Generally, this gap is fulfilled by the marketing or advertising agencies, creative shops or related type of companies, which adds an extra layer of cost to it.
Video Marketing Services
A fairly new discipline thanks to digital marketing, video marketing is to dig deep into the marketing problem to find a solution using video first (but not exclusive). It starts with generating strategy, creating solutions with ideas to producing the end product (video). It would follow with activities to engage with targeted audience creating conversations by pushing the video assets at the right time, with right channel, to the right people (optimizing the video). That’s brand building with video content as assets.
Video marketing services company focuses on:
* Understanding the marketing problem client is facing
* Find a marketing solution and identify how video fits into the solution
* Identify the right target market
* Recommend what types of video best address the issues
* Which and how the video format resonates with the brand’s DNA
* How the message resonates with the audience
* Where and how the video campaign will be seen
* How to measure the results
* Incorporate other digital marketing into the campaign where necessary
Strategizing, planning, creative and optimization are the keys to any successful video besides production requirement. Video marketing services company helps the client figure out all these before video production starts.
Video production and video marketing services exist in the same ecosystem and both addressing a different demand. Hence there exists a big difference between just another video and one that is planned within the brand’s need. The world seems to favor powerful narratives that are meaningful and emotionally connecting with the audience like this one about a station master and her son. Whoever understands the market and its audience better will rule.
There’s no stopping either entity from cross-hiring the right talent to boost their own strengths as the market anticipates more hybrid video companies in the future. Both are probably here to stay but would continue to evolve. In the fight, the clear winner is the clients, as there are more options to help address their specific need. Helping to solve clients’ problems and providing a quicker, better targeted and laser-focused solutions are the what sets one apart from the other.