<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6899aa3c6cfaadffedd2758f_67b7443c6f21327f64b00e22_03.04%20-%20Video%20Production%20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: Video Production for Brands - 5 Things You Need to Know</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>3 April 2025</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">93<em>%</em></span><span class="gn-stat__label">of marketers say video content significantly boosts ROI.</span></div> <div class="gn-stat"><span class="gn-stat__num">87<em>%</em></span><span class="gn-stat__label">of online users say video convinced them to make a purchase.</span></div> </div> <p class="gn-lede gn-reveal"><strong>From essential production techniques to maximising reach</strong>, this virtual session round-up will equip you with the insights to start strong and scale your video efforts.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <ul class="gn-reveal"> <li><a href="https://www.linkedin.com/in/adambritton/" target="_blank"><strong>Adam Britton</strong></a>, Chief Creative Officer, <a href="https://trunkbbi.com/" target="_blank"><strong>TrunkBBI</strong></a></li> <li><a href="https://www.linkedin.com/in/fparker17/" target="_blank"><strong>Fiona Parker</strong></a>, Head of Content Production, <a href="https://www.wearehydrogen.com/" target="_blank"><strong>Hydrogen</strong></a></li> <li><a href="https://www.linkedin.com/in/adrian-jones-168b3396/" target="_blank"><strong>Adrian Jones</strong></a>, Head of Production Team, <a href="https://thinkorchard.com/" target="_blank"><strong>Orchard</strong></a></li> </ul> <h2 class="gn-reveal">Video Production for Brands - 5 Things You Should Know</h2> <h3 class="gn-reveal">#1 - Define Clear Objectives</h3> <p class="gn-reveal">Clarifying objectives helps in creating targeted video content that resonates with your intended audience. <strong>Different objectives may require distinct styles and formats of video</strong>, ensuring that the content aligns with the desired message and expected outcome.</p> <blockquote class="gn-blockquote gn-reveal">"Are you looking to drive awareness? Are you looking to increase conversions? Are you looking to educate your audience? Your objectives should really inform the type of video that you want to create. From there it's then about knowing and understanding your audience."<cite>Fiona Parker · Head of Content Production, Hydrogen</cite></blockquote> <h3 class="gn-reveal">#2 - Understand Your Audience</h3> <p class="gn-reveal">Understanding your audience involves identifying their <strong>demographics</strong>, <strong>preferences</strong>, <strong>and online behaviours</strong> to tailor content effectively. Knowing where your audience consumes content helps in selecting the right platforms for distribution, thus maximising engagement.</p> <p class="gn-reveal">Furthermore, engaging with your audience through <strong>social listening and feedback</strong> can provide insights into their needs and interests, guiding content creation.</p> <blockquote class="gn-blockquote gn-reveal">"Look at the comments that are on your social posts and see what questions are being asked. Doing some social listening is a good way to see what people are talking about when it comes to your brand or competitors. Check which pages on your website are the most visited or the most frequently searched for - these little insights will tell you the type of content that your prospective audience is actually looking for."<cite>Fiona Parker · Head of Content Production, Hydrogen</cite></blockquote> <h3 class="gn-reveal">#3 - The Importance of 'Storytelling'</h3> <p class="gn-reveal">Storytelling creates an emotional connection with your audience, making the video content more relatable and impactful. Also a well-crafted story <strong>enhances memory retention</strong>, allowing viewers to recall the brand and its message long after viewing.</p> <p class="gn-reveal">More importantly, <strong>effective storytelling can influence consumer behaviour</strong>, guiding them towards your expected outcome. That is, making purchasing decisions based on the narrative presented.</p> <aside class="gn-quote gn-reveal"><q>Facts tell but stories sell. Stories are up to 22 times more memorable than facts alone. When the story is rooted in something meaningful to your audience, that's when you really get cut through.</q><cite>Adam Britton · Chief Creative Officer, TrunkBBI</cite></aside> <h3 class="gn-reveal">#4 - Big Budgets Are No Longer Necessary</h3> <p class="gn-reveal">Smartphones are equipped with high-quality cameras that can capture professional-looking video content, <strong>making them ideal for beginners or those on a budget</strong>.</p> <p class="gn-reveal">Free editing apps such as <strong>Capcut</strong>, <strong>Canva</strong>, and <strong>Davinci Resolve</strong> offer user-friendly interfaces and powerful features, allowing users to create polished videos without the need for expensive software.</p> <p class="gn-reveal">These tools enable users to experiment with different styles and techniques, fostering creativity and improving video production skills over time.</p> <blockquote class="gn-blockquote gn-reveal">"Smartphone filming on the right platform can be more engaging than a highly-budgeted, glossy ad as people are used to seeing content in a particular way on certain platforms. Spend a bit of time learning a piece of software as that will really help you create your content on a smaller budget. User-generated content is an ideal way to begin your video activity on minimum spend."<cite>Adrian Jones · Head of Production Team, Orchard</cite></blockquote> <h3 class="gn-reveal">#5 - The Power of Short-Form Videos</h3> <p class="gn-reveal">Each platform has a unique audience and content style, so tailor your videos accordingly. <strong>Repurpose content by creating platform-specific edits</strong> rather than using the same video across all channels.</p> <p class="gn-reveal">Engage your audience by understanding their preferences and creating content that feels native to each platform (<strong>e.g. short form or long form</strong>).</p> <p class="gn-reveal">Smart repurposing allows brands to <strong>maximise the value of their content by creating multiple assets</strong>, an example of this is slicing long-form content into short clips.</p> <p class="gn-reveal">Short-form video can serve as a teaser that can drive viewers to seek out more in-depth material, enhancing overall engagement.</p> <p class="gn-reveal">Platforms like <strong>TikTok</strong> and <strong>Instagram</strong> prioritise short-form videos, making them ideal for reaching a wider audience and increasing brand visibility.</p> <blockquote class="gn-blockquote gn-reveal">"You've got to plan platform-first to avoid post-production panic, where you've shot everything and you're trying to work out where things can go. Try to plan properly, build variants, give each platform something bespoke."<cite>Adam Britton · Chief Creative Officer, TrunkBBI</cite></blockquote> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Video Production for Brands - 5 Things You Should Know</h4> <ul> <li><strong>Define clear objectives.</strong> Your objectives should really inform the type of video that you want to create.</li> <li><strong>Understand your audience.</strong> Knowing where your audience consumes content helps in selecting the right platforms for distribution, thus maximising engagement.</li> <li><strong>Harness storytelling.</strong> Stories are up to 22 times more memorable than facts alone. Content with emotional impact performs significantly better in retention and recall.</li> <li><strong>Big budgets are no longer necessary.</strong> User-generated content is an ideal way to begin your video activity on minimum spend.</li> <li><strong>Plan platform-first.</strong> Repurpose content by creating platform-specific edits rather than using the same video across all channels.</li> </ul> </aside> <p class="gn-reveal"><em>If you're investing in video production this financial year, make sure you're getting the most from your time. </em><strong><em>The GO Network</em></strong><em> offer cost-free agency recommendations, pitch management, and more.</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>Get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/veo-flow-and-the-future-of-video-what-brands-need-to-know-now" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">VEO Flow and the Future of Video: What Brands Need to Know Now</span> <span class="gn-related__excerpt">VEO Flow cuts production costs and speeds up creative testing. 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