The tools for creating a video product are so inexpensive today that anyone can be a producer and broadcaster. If you're serious about producing videos to generate additional revenue streams for your Internet business, or if you're planning to launch an Internet site dedicated to the sale of video products, you need to learn how to do as much of the work as you can. Video production can be very rewarding and enjoyable work. On the other hand, if you have decided to outsource the development and production of your video product, there are many production companies online and in your area with talented and experienced personnel.

I have successfully completed several video products with production companies. Working with industry professionals has been a wonderful learning experience for me, and I have found that people who work on your projects are happy to teach you what they know. To quote a price for your video product, the production company will need to know the following:

* What is the target audience?
* Do you need to use on-camera actors or will you record voice overs?
* Will you write your own script, or will you outsource it to the production company?
* How many locations will you have?
* What is the length of the video?
* Do you need animations or graphics added to your video product?

The production company will provide the crew for your video. The crew for a simple video will include a producer, camera operator, and a sound technician. For small projects the producer will double as director, and for the simplest projects a one-man company can take care of all the aspects of creating and producing your video product. If you plan to create a more sophisticated video with on-camera talent, you will need a production assistant, lighting directors, make-up artists, and possibly other technicians.

Make sure that the production company can complete the entire production project; your video will cost more if you hire one company to produce it and another company to edit it. As with any outsourced project, you will want to get quotes from several different companies. It's important to do the planning before you talk to the production company-they can't give you a quote without a clear idea of the scope of the project.

Here are the questions you should ask production companies:

* What type of productions do you specialize in?
* Do you have experience in the type of product I'm planning to create?
* What will I need to contribute to the project?

The production company may need to schedule and coordinate different phases of the project with you or someone else from your company. Share your vision with the production company when you talk to them the first time. Good producers are experts in the technical aspects of production, but great producers are also passionate about the projects they work on. When you find a production company that can get excited about the vision for your video project, you need look no further.

Whether you're building a course, launching a YouTube series, or producing branded content for your business, the success of your video product hinges on four foundational elements. These factors not only influence your creative direction but also determine engagement, shareability, and conversions.

In an era when 91% of businesses use video as a marketing tool and 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Wyzowl Video Marketing Report, 2025), getting these core elements right is non-negotiable.

🎯 1. Define a Clear Target Audience

Your target audience is not “everyone.” It’s a clearly defined persona with specific demographics, pain points, and motivations. The narrower your audience, the more effective and persuasive your video becomes.

✅ What to Define:

Age, gender, income level

Industry or interest area

Pain points and goals

Preferred platforms and video styles

🎯 Case Study:

MasterClass designs video content tailored to creatives and professionals seeking world-class mentorship. By targeting an upscale, aspirational audience with cinematic visuals and elite instructors, they’ve grown into a $2.75 billion brand.

📊 Stat: Personalized, audience-specific videos see 3x higher engagement and 2x more conversions than generic content (HubSpot State of Video, 2024).

🧠 Tip:

Create a customer avatar and write your script as if you're speaking directly to them. The more personal it feels, the more persuasive it becomes.

👥 2. Choose the Right On-Screen Talent and Visual Format

The people and visuals featured in your video influence trust, clarity, and emotional connection. Whether you're on camera yourself or hiring a host, make sure they match your brand and topic.

🎬 Best Practices:

Use experts for authority-driven content (e.g., how-to, health, coaching)

Use relatable personalities for lifestyle, entertainment, or community-driven content

Always show more than you say—replace long explanations with visual demonstrations

Use voiceovers + B-roll footage for smooth, professional narration

🧠 Tip: “Don’t say it if you can show it.” This golden rule boosts viewer retention and makes tutorials, product demos, and promos significantly more digestible.

🎯 Case Study:

Home Depot’s DIY YouTube series features easy-to-follow demonstrations, not talking-head explanations. Their most popular video has over 7.2 million views, showing the power of voiceover + action-based visuals.

📊 Stat: Tutorials and how-to videos with visual step-by-step demonstrations achieve 95% higher viewer retention than talk-only formats (Vidyard Engagement Report, 2024).

⏱️ 3. Get the Length Right for the Format

The ideal video length depends on your content type, platform, and user intent. Attention spans are short—but long-form content is still in demand when value justifies the time investment.

📏 Recommended Lengths:

Promo/Ad videos: 60–90 seconds (max 3 minutes)

Social Reels: 15–60 seconds

YouTube tutorials: 6–12 minutes

Online courses: 10–30 minutes per module

Live webinars or masterclasses: 30–60 minutes

📊 Stat: Videos under 2 minutes long get the highest engagement rate (61%), while educational videos between 6–12 minutes hit the sweet spot for completion (Vidyard, 2024).

🎯 Case Study:

Canva's Design School keeps educational videos under 12 minutes, resulting in higher course completion rates and consistent re-engagement.

🎬 4. Use Props & Planning to Improve Professionalism

Even if you're producing DIY content, props and production prep dramatically improve your video's watchability and credibility.

🛠️ What to Do:

Create a prop list in pre-production

Walk through each scene with your crew or solo setup

Prepare visual aids, product samples, diagrams, or demonstration materials

Use storyboards or shot lists to stay organized and on-brand

🎯 Pro Tip: Even experienced filmmakers rely on shot planning and prop lists to avoid chaos and costly reshoots.

🎯 Case Study:

A fitness coach launching a 12-week online course used detailed prop planning for mats, weights, angles, and lighting setups. The course grossed $180,000 in its first launch, largely due to professional video quality and seamless visual instruction.

📌 Key Takeaways
Element    Purpose
🎯 Target Audience    Increases relevance and emotional resonance
🎬 On-Screen Format    Enhances clarity, connection, and viewer trust
⏱️ Video Length    Maximizes retention based on content type and platform
🛠️ Props & Prep    Reduces errors and increases production value

🚀 Final Thought: Great Video = Strategy + Story + Structure

Creating a video product in 2025 isn’t just about hitting record—it’s about designing a high-impact, high-retention experience that delivers value, builds brand loyalty, and drives conversions.

When you focus on the right audience, use engaging visuals, respect attention spans, and plan thoroughly, you’ll be equipped to create a video product that not only looks great—but sells.