What is Video Production for Business?

Video doesn’t just share information—it sticks. And for businesses, that makes it one of the most powerful tools you can have in your arsenal. But many business (and many video production companies) have a very narrow view of the applications of video. I want this post to be a high level view of some different applications of video and to really add context to the question of "what is video production?" when it comes to business.

I’ve worked with businesses of all shapes and sizes, and one thing I’ve noticed is this: the companies that embrace video see real results. Not just likes or views, but new clients, stronger teams, and even time saved. Let’s break it down.

External Uses of Video

1. Sales and Lead Generation

Think about the last time you clicked on an ad. Chances are, it was a video. Businesses use video ads (on TV, YouTube, or social media) to catch attention and drive leads. But the magic doesn’t stop there. Once someone clicks, they might land on a page with an explainer video or a testimonial video. Both of these build trust and increase the chances that the viewer takes the next step.

I’ve seen this firsthand with clients who added video testimonials to their landing pages—conversions jump almost immediately. People believe people, not bullet points.

Want this type of production for your business? Check out our promotional video production page!

2. Branding

Sometimes you’re not selling directly—you’re just showing who you are. That’s where brand videos or simple organic social posts come in. A short video of your team at work, or the story of why your company exists, can do more to build credibility than any amount of copy.

3. Recruitment

Hiring is tough. Recruitment videos let potential applicants see your workplace culture, hear directly from employees, and picture themselves in the job. Pair that with employee testimonial videos, and you’re not just telling people why they should join—you’re showing them.

Check out our post how much does it cost to make a recruitment video!

4. Fundraising and Community

For nonprofits or businesses involved in causes, video is a natural fit. A short fundraising film can stir emotions, build awareness, and rally support in ways that no brochure ever could.

Internal Uses of Video

1. Training and Onboarding

One of my manufacturing clients used video to create training content for both their new employees and their customers. It cut down on wasted time, kept things consistent, and even reduced mistakes. That’s ROI you can measure.

2. Culture and Internal Communication

Video isn’t just for prospects or customers. Companies use it to highlight internal wins, share new initiatives, or get feedback. A well-made video can help employees feel included, informed, and connected.

3. Efficiency

Onboarding videos are a great example. Instead of repeating the same explanations over and over, you can have a professional, polished walkthrough that new clients or hires can watch at their own pace. That frees up your team to focus on what really matters.

Why Video Works

Video is powerful because it hits on three things at once:

• Emotion: People make decisions emotionally, then justify logically. Video speaks to that.

• Clarity: Complex ideas are easier to grasp when you can see them in action.

• Retention: Like I said at the top—people remember video.

The Takeaway

Video production isn’t just about making something flashy. It’s about function. Done right, it drives sales, strengthens recruitment, builds trust, and saves time. Whether you’re producing a quick social clip or a polished brand story, the goal is always the same: make video work for your business, not just sit on your website.

So, what’s the next step for you? Maybe it’s adding a testimonial video to your landing page. Or creating a recruitment video that finally shows off your culture. Whatever it is, video can make it happen—and stick.

For a deeper dive into using video on social media, check out social media for business marketing.