Video production vs Video marketing – What’s the difference?

The terms "video production" and "video marketing" are often used interchangeably, but they refer to two distinct, albeit highly interconnected, phases of getting a video successfully into the world.1

Think of it like building a house versus selling a house. You need to build a quality house (production) before you can sell it effectively (marketing).

Here's a breakdown of the differences:

Video Production vs. Video Marketing: What's the Difference?

Video Production is the creation of the video.2

Video Marketing is the strategic use and distribution of the video to achieve specific business goals.

Video Production

What it is: The entire process of making a video, from the initial idea to the final polished video file.3 It's the craft of filmmaking applied to various business or creative needs.4

Key Stages & Activities:

1. Pre-Production (Planning & Development):

   • Concept Development: Brainstorming ideas, defining the core message, understanding the target audience, and outlining the video's purpose.5

   • Scriptwriting: Writing the dialogue, voiceover, and visual cues.6

   • Storyboarding: Visualizing each shot and sequence.

   • Logistics & Scheduling: Casting talent, scouting locations, creating shoot schedules, budgeting, acquiring permits.7

   • Equipment Preparation: Ensuring all cameras, lighting, audio gear, and props are ready.8

2. Production (Filming/Shooting):

   • Filming: Capturing all the raw footage, including interviews, b-roll (supplementary footage), and scripted scenes.9

   • Lighting: Setting up and adjusting lights to ensure subjects are well-lit and the desired mood is achieved.10

   • Audio Recording: Capturing clear, high-quality audio using professional microphones.

   • Direction: Guiding talent and crew to execute the vision.

3. Post-Production (Editing & Finishing):

   • Video Editing: Assembling the raw footage into a cohesive story, trimming clips, arranging scenes, and adding transitions.11

   • Sound Design & Mixing: Enhancing audio clarity, adding music, sound effects, and ensuring proper levels.12

   • Color Correction & Grading: Adjusting colors to ensure consistency and enhance the visual aesthetic.13

   • Motion Graphics & Visual Effects (VFX): Adding animated text, logos, lower thirds, or special effects.14

   • Voiceover Recording: If applicable, recording and syncing voiceovers.15

   • Review & Revisions: Client feedback and adjustments to the video.16

   • Final Export: Rendering the video in the appropriate formats and resolutions for distribution.

The Output: A finished video file (e.g., MP4, MOV) ready to be seen.17

Example: A video production company like HiLo Motion Pictures specializes in this phase. Our focus is on the artistry and technical excellence of creating a visually stunning and audibly perfect video that tells your brand's story effectively.

Video Marketing

What it is: The strategic use of video content across various platforms to achieve specific marketing and business objectives, such as increasing brand awareness, generating leads, driving sales, improving customer engagement, or providing customer support. It's about getting the right video in front of the right audience at the right time.

Key Stages & Activities:

1. Strategy & Planning (Post-Production Output, but Pre-Marketing Execution):

   • Content Strategy: Determining how video fits into the overall marketing plan, identifying video types needed for different stages of the buyer's journey (e.g., awareness, consideration, decision).

   • Audience Targeting: Defining where your target audience consumes video content.

   • Platform Selection: Choosing the best channels for distribution (YouTube, Facebook, Instagram, LinkedIn, TikTok, website, email, TV ads, etc.).18

   • Key Performance Indicators (KPIs): Defining how success will be measured (views, watch time, engagement rate, click-through rate, conversions, ROI).

2. Distribution & Promotion:

   • Uploading & Optimization: Uploading videos to platforms, optimizing titles, descriptions, tags, and thumbnails for search and engagement (Video SEO).19

   • Social Media Sharing: Posting native videos to social platforms, often with platform-specific edits (vertical, square).

   • Website & Blog Embedding: Integrating videos seamlessly into your website content (e.g., a product video production blog post).

   • Email Marketing: Embedding videos or video thumbnails in email campaigns.20

   • Paid Advertising: Creating and managing video ad campaigns on various platforms (YouTube Ads, Facebook/Instagram Ads, LinkedIn Ads).

   • Public Relations/Influencer Outreach: Getting your video seen by relevant media outlets or influencers.

3. Engagement & Conversion:

   • Calls to Action (CTAs): Implementing clear and compelling CTAs within or alongside videos to guide viewers to the next step.21

   • Interactivity: Utilizing interactive features (polls, quizzes, shoppable elements) available on certain platforms.

   • Community Management: Responding to comments, engaging with viewers.

4. Analysis & Optimization:

   • Performance Tracking: Monitoring analytics (views, watch time, engagement rates, traffic sources, conversions).22

   • A/B Testing: Experimenting with different video versions, thumbnails, or CTAs to improve performance.23

   • Refinement: Using insights from data to inform future video content and marketing strategies.24

The Output: Achieved marketing goals, increased brand visibility, leads generated, sales closed, improved customer loyalty.

Example: A marketing team, often in collaboration with a best video production company, executes the marketing strategy. They decide where and how the video produced will be seen to maximize its impact on the business.

The Symbiotic Relationship

You cannot have effective video marketing without quality video production. A beautifully marketed, poorly produced video will fail. Conversely, a stunningly produced video that isn't strategically marketed will go unseen and yield no results.25

Therefore, businesses often work with a video production company for the creation phase and either handle the marketing in-house or partner with a video marketing agency or the production company itself if they offer integrated services.26 The most successful strategies involve seamless collaboration between these two disciplines.