Video has long been a key tool for marketers, and in today’s screen-driven world, its potential is limitless. The ease of creating and distributing video means that almost anyone can produce content, even without professional production expertise. It’s no surprise that businesses are increasingly incorporating video into their strategies. According to Wyzowl’s 2021 Video Marketing Survey, 86% of businesses use video as a marketing tool, up from 61% in 2016. Among them, 93% consider it an essential part of their strategy.
While anyone can create a video, not all videos drive results. Go Gladys™ recommends that to produce an effective video, you must have a strategic, professional approach. The surge in video marketing has led to an oversaturation of low-quality content. To stand out in a competitive landscape, businesses must invest in well-planned, high-quality video production.
Why Experience Matters in Video Production
Consumers love video! 85% of them want to see more branded content. This presents a huge opportunity for businesses to engage audiences where they already are: on social media, streaming platforms, and connected devices.
But great video marketing doesn’t happen by chance. Strategic planning, professional production, and a clear understanding of marketing goals, KPIs, and customer needs are essential. At Go Gladys, our video production team includes writers, producers, videographers, and project managers with expertise in both video production and marketing.
Go Glady’s Creative Director, Isaac Ashworth, emphasizes the importance of experience in video marketing:
“I have worked directly with both clients and agencies. In most cases, the agency video content is more effective because it is part of a larger marketing plan. Just because you can do it, doesn’t mean it’s good. Thought-provoking, effective video remains an art.”
The Benefits of Working with a Professional Video Agency
Video marketing serves various purposes, from advertising and PR to customer testimonials. Regardless of its intent, working with a professional video agency ensures that every aspect of production is covered:
1. Video Ideation
Great ideas don’t happen by accident. Video ideation involves strategic planning, script development, storyboarding, and production guidelines to ensure a seamless execution.
2. Scripting
A compelling script is at the heart of a successful video. It aligns messaging with marketing goals, resonates with audiences, and motivates action. A great script creates an emotional connection—whether through humor, empathy, or inspiration—that ties back to your brand.
3. Storyboarding
Storyboarding lays the foundation for a cohesive and visually engaging video. Collaborating closely with clients, we ensure the storyboard aligns with the brand’s vision while setting the stage for a high-quality final product.
4. Filming
Professional video production requires the right equipment and expertise. Our team specializes in single-camera and multi-camera shoots, on-location and studio filming, and high-quality lighting and sound production.
5. Editing & Post-Production
The magic happens in post-production. Our multidisciplinary team handles editing, graphic design, music selection, and sound mastering to create a polished, engaging video.
Jennifer King, Go Gladys Project Manager, says:
“Quality video is more about planning and creativity than budget. I always start with the audience and work backward. I think about how I want them to feel and react, then craft a video to achieve that. Sound and video quality are just as important.”
4 Ways to Use Video to Tell Your Story
Video is one of the most powerful storytelling tools. Here are a few ways we’ve helped brands bring their stories to life:
The Commercial: Harney & Sons Fine Teas
We created several award-winning holiday campaign videos for Harney & Sons, featured on their website and YouTube. These videos drove a 13X return on ad spend, with each commercial achieving over a million views.
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The PR Video: City of Poughkeepsie
During the COVID-19 crisis, we partnered with the City of Poughkeepsie to produce an inspiring video highlighting the community’s resilience. This campaign reached thousands, reinforcing civic pride and unity.