Video production services typically encompass the end-to-end video creation lifecycle, helping businesses move from concept to final, channel-ready assets. These services are divided into three key stages: 

• Pre-production: Establishing objectives, audience, creative approach, scope, budget, and timeline. Deliverables include a script, storyboard, shot list, casting plan, location plan, and production schedule, along with a list of risks, permits, and approvals needed. 
• Production: Filming the actual video, with the crew, cameras, lighting, audio, and direction of talent. This often includes capturing supporting footage (B-roll) and managing the set to stay on schedule. 
• Post-production: Editing the footage, including color correction and grading, sound mixing, motion graphics, and visual effects (VFX), and adding captions or subtitles. It also involves creating multiple versions for different channels. 

Many corporate video production companies also cover the distribution and video marketing, including marketing strategy, platform publishing, search engine optimization (SEO), paid media, and social media. 

The type of video your business should invest in will depend on your goals and target audiences. A useful rule of thumb is to start with a hero video content and plan shorter cutdowns for target social channels. 

Here are the most common types of videos: 

• Brand video or corporate video focuses on establishing brand positioning and trust. It may also help attract and convert candidates for employment. Examples include recruiting videos, team spotlights, and onboarding and training videos.   
• Commercial video production aims to increase brand awareness, customer engagement, and conversion rates. These can come in the form of product demo videos, customer story or testimonials, TV commercials, and social media videos (e.g., TikTok, Instagram, and YouTube). 
• Product education and customer success videos help improve activation and retention. These include how-to videos, explainer videos, feature walkthroughs, onboarding series, and release announcements. 
• Event videos extend the value of events and product launches through teasers, live streams, session recordings, and post-event recap videos for public relations (PR) and social media. 

Based on Wyzowl’s report, the most popular types of videos created by businesses are live action (51%), animated (23%), and screen record (19%). 

In terms of use cases, social media videos take the lead (69%), followed by explainer videos (68%), testimonial videos (57%), presentation videos (48%), and video ads (48%). 

The length of your video will depend on your target audience, goal, message, and distribution platforms. According to Wistia’s State of Video Report, these video lengths have the highest engagement: 

Additionally, Wistia reports that 30-60-minute videos have the highest conversion rates at 17%, with the best placement for lead generation forms at the end of the video (60% conversion rate).  

For short-form videos (less than 1 minute), the best practice is to hook your viewers within the first 5-10 seconds.  

The primary difference between 4K and 1080p is the resolution (pixel dimension), which affects how much detail the video can display: 

• 1080p (Full HD): 1920 x 1080 (2.1 million pixels)
• 4K (UHD): 3840 x 2160 (8.3 million pixels) 

Here is a breakdown to guide your decision-making process: 

To measure the success of your video, consider your marketing goals, past performance, and industry benchmarks to identify its definitive business impact. Below are key video marketing benchmarks: 

Brand awareness and reach 

• Impressions: 5,000-10,000 per video is a good baseline for organic social videos; however, paid campaigns will depend on your target market, industry competition, and type of ad. 
• View count: 1,000-5,000 views per video for B2B and 10,000+ views for B2C and retail 
• Play rate: 40%-60% for landing page videos 

Lead capture 

• Average view duration: 50%-70% for 1-minute videos, and 40-60% for 5-minute videos 
• Engagement rate: 4.4% for Instagram Reels, 3.8% for YouTube Shorts, and 1%-2% for LinkedIn videos 
• Click-through rate: 2%-3% 
• Video-driven conversion rates: 2%-5% for eCommerce, and 1%-3% for B2B 

Attribution, ROI, and Optimization 

• ThruPlay: 30%-50% for short-form Meta, Facebook, or Instagram Ads 
• Share Count: 4%-8% for Instagram Reels, 2%-5% for YouTube, and 1%-2% for B2B 
• Funnel Completion Rate: 10%-25% for B2B and 20%-35% for eCommerce