The Difference Between Video Production and Video Marketing

Video production and video marketing are two related yet distinct processes businesses use to promote their products, services, and brands. Although the two disciplines often work together, some key differences between them should be understood by anyone considering using video to promote their business. This blog will tell you the differences between the two. So, let’s get started.

The Role of Video Production in Video Marketing

Video production is the process of creating video content for a variety of purposes. It is often used to develop instructional or promotional videos or content for websites or social media platforms. Video production requires various skills, such as scripting, editing, cinematography, and audio production.

The Process of Video Production

  1. Get All the Ideas

Ideation is the first stage of video production, where you develop the idea for your video. The marketing team, in collaboration with the sales team, usually does this. Once you have an idea, it’s time to move on to the next stage: storyboarding.

  1. Create a Storyboard

Storyboarding is the process of planning out your video, shot by shot. This is where you decide what will be included in each scene and how the video will flow from one scene to the next.

  1. Prepare to Shoot

Once you have a storyboard, it’s time to start shooting. This is where you’ll need to gather your cast and crew and start filming. Depending on the type of video you’re making, this process can take anywhere from a few hours to a few days.

  1. Start Editing

Once you have all of your footage, it’s time to start editing. This is where you’ll take all the footage you’ve shot and put it together into a cohesive video. Depending on the length and complexity of the video, this process can take anywhere from a few hours to a few weeks.

The Role of Video Marketing in Video Production

Video marketing involves the strategic use of videos to promote a product, service, or brand. This includes creating promotional campaigns, using social media to spread the message, and optimizing videos for search engine results. The primary goal of video marketing is to get the video in front of the right audience, increase brand awareness, and ultimately drive sales.

The Process of Video Marketing

  1. Planning Stage

The process of video marketing starts with the planning stage. This involves creating a strategy, setting objectives, and determining the target audience. Once the strategy is in place, the next step is to make the video. This includes scripting, storyboarding, filming, and editing.

  1. Distributing Stage

Once the video is complete, it’s time to distribute it. This includes promoting the video on various social media platforms, optimizing it for search engine results, and using other methods to spread the message.

  1. Monitoring Stage

The results of the video should be monitored and looked over to check if it is working as intended, and any necessary changes should be made.

The Differences

The main difference between video production and video marketing is the focus. Video production is focused on creating a high-quality video, while video marketing is focused on getting the video in front of the right audience and driving sales. The two disciplines are closely related and often work together, but it’s essential to understand the distinction between them.


Video production and video marketing are two different processes that involve different strategies. Both strategies are important for achieving desired results, but video production should be the starting point for any video marketing campaign.

Barking Squirrel Media is a Chicago-based video production company specializing in creating businesses’ cinematic stories. We use the techniques of commercial filmmaking to help brands build connections and relationships with their target audiences. If you’re looking for video media companies, contact us today!