Put together, video production and marketing engage key audiences, tell a story, and build a brand. They let you establish a clear message and brand image that represent your organization long after you hit "Post."
The best production plans aren't just based on reach and distribution but on the narratives and messages you want to deliver. Discover how marketing and video production intersect to start your production strategy.
Video content marketing can elevate your brand equity and help you deliver your message clearly and engagingly. However, video production and marketing shouldn't just intersect when it's time to post your video. Marketing, branding, and broader business objectives should guide every stage of the production craft.
A goals-oriented approach can help you and your video production team develop creative stories and conflicts that speak to your unique audience. Additionally, considering distribution while still in pre-production lets you adjust your film's format and runtime to each platform's needs to get it in front of the right people.
While there are many goals and benefits of video marketing, optimizing them requires you to consider both your short- and long-term goals. Immediate goals tend to focus more on direct promotions, such as increasing sales, leads, link clicks, or online followers.
Long-term planning, such as raising brand awareness or fostering emotional connections with key audiences, is the loftier goal. Even a demonstration video spotlighting a product can serve as a long-term staple for your product page — it can clearly answer current and future customers' questions about the product's features while gradually raising your website's search engine optimization (SEO).
When cinematography burst onto the scene in the late 19th century, its sole purpose was entertainment. That changed around 1940 with the advent of the television commercial, and it changed again in 2005 with the launch of YouTube. Since then, online video content has only become more diverse and powerful. On average, internet users now watch over 11 hours of online video content every week!
That statistic alone proves how powerful video marketing can be, but it's just one of many. Over 80% of marketers report that using video marketing has increased sales, generated leads, and resulted in a positive return on investment (ROI). Short-form videos are some of the top-performing types of content, and YouTube remains the most effective platform for reaching audiences, alongside LinkedIn, Instagram, TikTok, and Facebook.
That said, not all video marketing is created equally. Reach is important, but it's a byproduct. With audiences devouring so much video every week, they can easily discern if you've done your due diligence in crafting beautiful, engaging stories or if you've haphazardly thrown together a standard commercial.
Films created by expert artists, such as those at Charter, tend to be more polished and engaging, ultimately generating better outcomes than videos created by amateurs. The story and craft of professional film production earn lasting attention and trust.
Your ideal commercial video format will vary by your target audience, brand identity, and project goals. Are you trying to showcase a product, a specific product feature, or your business's broader mission? The end result defines the format.
The best types of video marketing content include:
Standard promotional films for general audiences can drive immediate sales with a strong call to action. However, business-to-business (B2B) audiences usually won't be in a place to invest in your solution the first time (or any time) they see your content.
Instead, you'll need to build recognition, authority, and trust across campaigns until they're in a place to potentially choose your brand. Your job is to ultimately make their complex decision much easier by delivering the right messages in each film.
B2B video marketing strategies use clear, compelling brand storytelling to educate viewers, support longer sales cycles, and build trust across multiple touchpoints. Calls to action (CTAs) are usually focused on building engagement and community, such as following a page or signing up for a newsletter, rather than outright purchasing a product.
Demos, testimonials, and thought-leadership videos are among the best B2B film formats because they build brand equity through action, social proof, and authority. Meanwhile, LinkedIn remains the top platform to reach B2B clients, which can influence your video formatting. On LinkedIn, short-form videos and clips typically use vertical or square aspect ratios, while only long-form presentations and demos use landscape.
When video content marketing first rose to prominence, B2B videos tended to be dry and functional, appealing to a business's rational desire to boost their bottom line. That's all changing. At Charter, we understand there are still real people on the other end of B2B marketing campaigns. Their decisions are driven by recognition, trust, and the influence of others in their business, not just dollar amounts.
Our B2B video content is just as compelling as any other brand or marketing film. This is the content getting noticed and remembered, letting you deliver your message and build recognition with key audiences. When you let Charter design video content that both informs and excites, you'll leave leads impressed and build stronger relationships with existing clients.
Balancing video production and marketing has many intersecting variables to consider, such as your brand image, story, and distribution. If you choose the wrong narrative focus or post on a social media platform that doesn't make sense, even the highest quality video won't live up to its potential.
Follow these hot tips to make the most of your video marketing:
Tossing around the idea of video marketing but have yet to take the plunge? Maybe you think it's not in the budget, or you don't have the time to sit down with a video production team. Perhaps you're dubious whether the return would justify the investment.
According to 2026 statistics and research, a whopping 82% of marketers say video has a good ROI. Of course, that hinges on your production strategy, stressing the need to choose a production team that knows what they're doing.
Here's what to look for in a marketing video production company:
Video marketing should be an integral part of your company's approach, not an afterthought. With a team of passionate professionals, cutting-edge equipment, and years of experience bringing brands to life, Charter can help you get started. The sooner we connect, the sooner your organization can begin reaping the benefits of high-quality brand films.
Contact us today to approach video production and marketing with a strategic creative partner.
Video marketing strategies use film production to promote a brand, product, or service. They help businesses build engagement, awareness, and trust.
Video marketing can boost engagement, improve SEO rankings, increase conversions, and reach wider audiences. Studies show 82% of marketers see positive ROI from video content.
To develop a video marketing strategy, set clear business goals, choose platforms, and select video types based on your unique audience. Then, publish, promote, and track your content to optimize over time.
Video production and marketing can increase brand awareness, extend audience reach, build credibility, tell stories effectively, and engage users across social media channels.
Popular types of marketing videos include brand films, explainer videos, product demos, and testimonials.
Video marketing improves SEO by increasing dwell time, lowering bounce rates, and enhancing content shareability, contributing to higher search engine rankings.
Business-to-business video marketing focuses on educating and informing business audiences, while business-to-consumer video marketing aims to emotionally connect with consumers and inspire purchases.
On average, internet users watch over 11 hours of online videos per week, making video one of the most consumed types of digital content.
Video marketing ROI compares the net profit generated by your film to the costs of its production and promotion.
The right platform depends on your audience. B2B brands may prioritize LinkedIn and email, while teams targeting broader audiences may focus on Instagram, TikTok, and YouTube.