Video production encompasses the entire process of creating video content, from pre-production to filming, and then to post-production.

It includes reflecting on the message, capturing images, editing, sound, and final variations. An effective production is designed for use in a specific marketing context.

Video production involves the creation of content.

Video marketing involves the strategic use of video content to achieve business objectives such as brand awareness, customer acquisition, or conversion. A video can be very well produced but still not perform effectively if it is not integrated into a clear marketing strategy.

There are generally three levels of production:

• Short-form content , to test messages and build a consistent presence
  
• advertising content , to generate leads or sales
  
• premium production , for brand awareness and positioning
  The right choice depends on your objectives, your marketing maturity, and your distribution channels.

Yes. Short form videos shot on location or on mobile can be extremely effective, especially on social media.

This type of content emphasizes authenticity, speed, and a close connection with the audience. The quality of the message and its execution is often more important than the equipment used.

Advertising or premium productions require more control: lighting, sound, framing, visual consistency.

The equipment and team ensure consistent quality, better message readability and increased credibility, especially for paid or institutional campaigns.

The lead time depends on the type of production.

Short-form content can be produced quickly, sometimes in just a few days.

An advertising or premium production requires more pre-production, coordination and editing, which can extend over several weeks.

The majority of problems in video production stem from a lack of pre-production.

Clarifying objectives, message, formats and distribution in advance helps maximize the value of filming and avoid unnecessary costs.

Yes, provided they are designed to be adaptable.

A good production allows you to generate several formats from the same shoot, in order to feed the website, social networks, advertising and sometimes SEO.

Performance is measured according to the objective: retention rate, engagement, clicks, conversions or impact on the customer journey.

A well-thought-out production is always associated with clear indicators, and not just with aesthetic appreciation.

Yes, and that's often the best approach.

Many companies start with short form to learn, then gradually invest in advertising content and more ambitious productions once the messages are validated.

The cost of a video or photo production depends primarily on the level of production , business objectives , and the intended use of the content .

Short-form content , often filmed on location or with a small crew, generally represents a more accessible investment. This type of production typically costs between $2,000 and $4,000 per month , depending on the volume of content and the production schedule.

Advertising content , designed to perform on paid platforms like Meta, YouTube, or LinkedIn, requires more structure, preparation, and adaptation. Budgets typically range from $3,000 to $7,000 per project , depending on the complexity and the number of formats delivered.

Premium, custom-made productions , which involve full teams, specialized equipment, and advanced art direction, are conceived as lasting brand assets. These projects typically start around $15,000 and can exceed $25,000 , depending on the project's scope.

Rather than thinking in terms of "cost per video," the approach involves evaluating production based on its ability to generate reusable, measurable content aligned with your growth objectives. Each project is therefore structured to maximize long-term value, not just the final deliverable.

Costs vary depending on the level of production, team size, equipment, shooting time, and project complexity.

A higher budget is not always necessary, but it must be aligned with objectives and performance expectations.

Short form refers to short videos, generally between a few seconds and about thirty seconds, designed for social media and advertising environments.

This content is designed to quickly capture attention, convey a clear message, and integrate naturally with mobile usage.

The short form is used to build a consistent presence, to test messages, and to feed the algorithms of social media platforms.

It also helps to identify what resonates best with the audience before investing in advertising campaigns or more ambitious productions.

No.

Short-form content is also very effective in paid advertising. It is often used as lead generation content to generate attention, qualify the audience, and fuel acquisition campaigns on Meta, YouTube Shorts, or TikTok.

Yes.

The success of a short-form film depends more on the clarity of its message, its pacing, and its authenticity than on the equipment used. Well-crafted content, even shot with a small crew, can outshine larger, poorly executed productions.

There is no magic number.

The key is consistency. Regular production allows you to learn, optimize your messaging, and improve performance over time, rather than relying on a single, isolated video. It depends more on the maturity of your content in terms of covering the fundamentals of your products and services.

The short form can contribute to the sale, but its main role is often to initiate the relationship, educate, and build trust.

It acts as a complementary lever in a broader customer journey, supporting sales pages and advertising campaigns.

The organic short form primarily aims for engagement, proximity, and consistency.

Short-form advertising is more structured: a quick hook, a clear message, and a precise call to action. Both use similar formats but serve different purposes.

Yes, provided that it is designed from the outset to be adaptable.

A good short form can be adapted to the formats of Instagram, TikTok, Facebook and YouTube Shorts, thus maximizing the value of each shoot.

Short form strategies typically range from $2,000 to $4,000 per month , depending on the volume of videos and the pace of production.

This type of investment allows for regular production, effective testing, and improved performance over time.

No.

Short-form content complements advertising and premium productions. It serves as a learning and amplification tool, while more ambitious productions strengthen brand credibility and positioning.

Web and television advertising production includes videos designed to broadcast a clear, controlled and repeatable message on paid or wide-reach channels.

It aims to enhance brand awareness, support acquisition, and position the brand credibly in competitive environments.

Web advertising is designed for digital platforms such as YouTube, Meta, LinkedIn, streaming platforms or web TV.

Television advertising targets more traditional or hybrid broadcasts, often with higher requirements in terms of format, storytelling, and perceived quality. Both share a logic of strong and structured messaging.

This type of production becomes relevant when the brand has validated its messages, its offer and its positioning.

It is particularly useful for launches, large-scale campaigns, key periods or for taking a clear position against the competition.

Advertising production relies on repetition and clarity of the message.

Pre-production allows for the structuring of the script, the rhythm, the variations and the formats in order to ensure immediate comprehension, regardless of the channel or context of broadcast.

Advertising productions generally require a more complete team: art direction, camera, lighting, sound, staging and sometimes styling or makeup.

This structure allows for precise image control and visual consistency across all variations.

An advertising production is not limited to a single video.

It is designed to generate multiple versions: short, medium, vertical, horizontal formats and platform-specific adaptations to maximize the impact and lifespan of the content.

No.

Although they play an important role in brand awareness, video ads can also support acquisition, lead generation and conversion when integrated into a comprehensive marketing strategy.

Yes, provided that the production is designed from the outset for these uses.

Good planning makes it possible to adapt the same concept to the technical and narrative constraints of different channels without compromising quality.

Video advertising campaigns are structured into packages based on the level of complexity , the number of videos , and the variations needed for performance .

In general, investments fall within the following ranges:

• BASE Package – starting at $3,000
  Includes one or two advertising videos designed for brand awareness or acquisition, with variations in format for digital platforms.
  
• PRO Package – starting at $4,500
  Includes several conversion-oriented videos, A/B testing variations, and a creative structure designed to optimize campaign performance.
  
• PLUS Package – starting at $6,000
  Includes a full set of advertising videos and a complementary photo shoot, with enhanced art direction and content designed for reuse across multiple channels.
  

These packages are designed to create genuine advertising assets , not just a single isolated video. The budget is therefore assessed based on the content's ability to be tested, optimized, and deployed effectively over time.

When well thought out, an advertising production becomes a lasting asset.

It can be reused, adapted and rolled out across multiple campaigns and channels, thus maximizing its value far beyond its initial release.

A bespoke production is a video project entirely designed around the objectives, positioning and distribution channels of a brand.

Unlike standard formats, each element — concept, narrative, aesthetics and variations — is specifically designed to maximize impact and consistency.

Customized production becomes relevant when the company has validated its offering, its messages, and its marketing strategy.

It is ideal for major launches, large-scale campaigns, brand repositioning, or the creation of long-term sustainable assets.

Custom production aims for total control of the message, image, and rhythm.

It requires thorough pre-production, precise coordination and specialized teams to ensure consistent quality and impeccable coherence across all channels.

No.

Although it greatly enhances brand awareness and credibility, bespoke production can also support acquisition, conversion, and performance when integrated into a comprehensive marketing strategy.

Custom web productions typically start around $15,000 , depending on the concept, the number of videos, and the planned variations.

Television or large-scale productions, which require expanded crews, multiple cameras and advanced art direction, generally range from $25,000 to $50,000 , depending on the scope of the project.

These budgets are evaluated based on the ability of the content to be reused , adapted and integrated into an overall marketing strategy.

Yes, absolutely.

Photography remains essential for websites, sales pages, advertisements, and social media. It supports video and ensures visual consistency across all touchpoints.

Lifestyle photography puts the brand, team or product into context in a real environment.

eCommerce photography is more technical: white background, precise angles, visual consistency, and the goal of direct conversion. The two play complementary roles.

Photographic mandates cover several strategic needs.

eCommerce photography aims for conversion (products, white background, visual consistency).

The service and corporate photo highlights the team, spaces and expertise.

HR photography supports employer branding and recruitment.

Event photography captures the experience, the atmosphere, and key moments for web and social media sharing.

Yes, and it's often the most effective approach.

A single shoot can generate consistent photo and video content, optimizing costs and ensuring visual uniformity across all channels.

The budget depends on the type of project, the number of visuals delivered, the duration of the shoot, and the intended use.

Photo mandates are conceived as reusable assets, capable of supporting long-term performance and credibility.