Marketing Video Production: From Brief to Launch

What is marketing video production?

Marketing video production is the process of creating video content specifically designed to attract, engage, and convert your target audience. It covers everything from brand awareness videos and product launches to social media clips and paid ad creative.

Unlike corporate communications video (which targets internal audiences) or training video (which targets employees), marketing video is outward-facing. Every piece is measured by how well it moves prospects toward a business outcome - a form fill, a demo request, a purchase.

What does a marketing video production workflow look like?

Step 1: define the brief

Every marketing video starts with four questions. Who is the audience? What action do you want them to take? Where will this video live (LinkedIn, website, email, paid ads)? And what is the key message in one sentence? If you can't answer these clearly, you're not ready to produce.

Step 2: decide the format

Match the format to the goal. Brand awareness? A 60-90 second brand story. Lead generation? A gated how-to video or webinar clip. Sales enablement? A product demo or customer testimonial. Social engagement? A 15-30 second scroll-stopper. See our guide to video content types for the full breakdown.

Step 3: script or outline

Not every marketing video needs a word-for-word script. Talking-head videos and interviews work better with an outline and guided prompts. Product demos need a specific walkthrough plan. Animated videos need a full script before production starts. Match the prep level to the format.

Step 4: film

For most marketing video formats, your team can film on smartphones. A marketing manager filming a quick product update, a customer recording a testimonial, or a thought leader recording a LinkedIn clip - none of these need a crew. For campaign hero videos and paid ad creative, professional filming may be worth the investment.

Step 5: edit and brand

This is where raw footage becomes a marketing asset. Professional editors add your brand kit - intros, lower thirds, color grading, music, and graphics. With Shootsta, this takes 48 hours. The result looks and sounds consistent across every video your marketing team produces.

Step 6: distribute and measure

Upload to your hosting platform, publish across channels, and track performance. For marketing video, the metrics that matter are view-through rate, click-through rate, and video-influenced pipeline.

How do you produce marketing videos at scale?

Most marketing teams can produce 2-3 videos per quarter with a traditional agency. They need 2-3 per week. The gap is the bottleneck.

Scaling marketing video production requires three shifts. First, separate filming from editing - your team films, professional editors deliver. Second, move from per-project pricing to a subscription model where your cost per video drops with volume. Third, batch your production - film 5-10 clips in a single session and spread them across weeks of content.

Read our full guide on scaling video production across teams, or explore marketing video production with Shootsta.