Video Production

Video production is the complete process of conceptualizing, filming, editing, and delivering video content for business or communication purposes. It encompasses all steps from briefing to publication: developing a script or storyboard, arranging the location and filming equipment, the filming itself, and then editing, color grading, and adding sound. For small and medium-sized businesses, video production often involves translating an abstract story, product, or service into a concrete visual format that can be used on social media, a website, or in a presentation.

How Video Production Works in Practice

A video production begins with a clear briefing in which you define what you want to communicate, to whom, and for what purpose. This is followed by pre-production: writing a script, creating a storyboard, and arranging locations, actors, or voice-overs. On the day of filming, a cameraman or videographer shoots the footage according to the script. In post-production, the footage is edited, the video undergoes color correction, logos or text are added, and the audio is mixed. The result is a finished video in the correct format for your channel. For a corporate video on LinkedIn, for example, you’d opt for subtitles and a square or vertical format, while a storytelling video for YouTube is often produced in a horizontal widescreen format.

Why video production emerged and why it matters now

Video production as a profession has existed since the introduction of film cameras, but for a long time it was dominated by television and advertising agencies with large budgets. With the rise of digital cameras, affordable editing software, and platforms like YouTube and Instagram, video production has become accessible to small businesses. Whereas a professional corporate video cost tens of thousands of euros just ten years ago, there are now flexible packages available for a few thousand euros. At the same time, viewers’ expectations have risen: videos must quickly capture attention, be clear, and be technically well-produced. Research by Google Developers shows that pages with video are visited for longer on average and rank higher in search results.

What Video Production Offers Small and Medium-Sized Businesses

With a professional video, you can explain in 60 seconds what would otherwise take three pages of text. Think of a product video for an ecommerce store, an instructional video for customers, or a corporate video for the homepage. Video increases conversion rates on landing pages, lowers the barrier to contact, and strengthens your brand identity by allowing viewers to experience your tone, face, and atmosphere. For companies that use search engine optimization, video is also a strong SEO signal: Google recognizes video content via schema markup and rewards pages with relevant video with higher rankings. At Monkey Vision , we’ve observed that companies that showcase their services or products through video generate, on average, 30 percent more time per visitor and are shared more frequently on social media.

You can use video production for virtually any communication goal, from recruitment to after-sales. The choice of a specific type of video depends on your target audience, message, and channel. Below, you’ll find four common applications and when they’re a good fit for your situation.

Corporate video for brand awareness and trust

A corporate video shows in two to three minutes who you are, what you do, and why customers choose you. You showcase your team, your workplace, or a project in progress. This type of video works well on the homepage, in a newsletter, or as an introduction during a pitch. For a B2B service provider with ten to fifty employees, a corporate video is often the first point of contact with potential clients. In practice, we see that visitors who watch the corporate video are more likely to click through to the contact page. A corporate video requires a clear copywriting approach: no jargon, no long introduction—just get straight to the point. Expect a production time of two to four weeks and an investment starting at 2,500 euros for a professional result.

Product videos for ecommerce stores and conversion

A product video shows what a product looks like, how to use it, and what problem it solves. This is especially valuable for ecommerce stores with technically or visually complex products. Think of a power tool, a piece of clothing you want to see in motion, or packaging you want to open. Research shows that product pages with video generate, on average, 80 percent more conversions than pages with only photos. The video doesn’t have to be long: 30 to 60 seconds is sufficient. You can opt for a simple setup with a turntable and voice-over, or a lifestyle video showing the product in use. For an ecommerce store with a hundred products, it’s not feasible to film everything, so start with your best-selling or most complex items.

Instructional video for customer service and onboarding

An instructional video explains, step by step, how a customer uses your product or service. This lowers the barrier to getting started, reduces the number of support inquiries, and increases customer satisfaction. Think of a SaaS platform onboarding new users, an installation company explaining how to set up a thermostat, or an online course offering a video lesson for each module. How-to videos are often screen recordings with voice-overs or a combination of live-action and animation. They’re hosted on YouTube, Vimeo, or directly within a knowledge base. For small and medium-sized businesses (SMEs) dealing with recurring customer questions, a set of five to ten short how-to videos is often a smart investment. You’ll save time on support, and customers will appreciate the clear explanations. Expect to pay 500 to 1,500 euros per video, depending on the complexity.

Social media video for reach and engagement

Social media videos are short, visually striking, and optimized for mobile. They often last 15 to 60 seconds and are designed to stand out in the feed: a captivating opening, a clear message, and a call to action. Think of a behind-the-scenes look, a customer story, a tip, or a product launch. These videos are shared on LinkedIn, Instagram, Facebook, or TikTok and are often part of a broader content marketing strategy. At Monkey Vision , we’ve seen that companies that post a short video every week increase their organic reach by 40 to 60 percent. Social media videos require a different approach than corporate videos: a faster pace, captions, and a focus on emotion or newsworthiness. You can create these videos yourself with a smartphone and a simple editor, or outsource them to a video producer for a more professional look.

When video production is the right choice—and when it isn’t

Video production is the right choice if you have a story that’s better told visually than textually, if your target audience actively watches videos on your channels, and if you have the budget and time for pre-production and editing. It’s less suitable if your message changes frequently or if you don’t yet have a clear brand identity, because video establishes your tone and image. Video also isn’t always the fastest solution: you can publish a well-written article in a day, but a video takes at least a week. Choose video if you want to increase conversion, build trust, or simplify complex information. Choose text if you want to iterate quickly, if your target audience prefers to read, or if your budget is limited.