Marketing video production guide: how to stand out & get results in 2025

Marketing video production used to be simple.

A few years ago, you could create a commercial, book TV ad slots and watch the sales roll in. But today, marketing videos are everywhere.

Before you’ve even finished your first coffee, you’ve swiped past Instagram Reels, sat through TikTok ads, watched influencer product reviews and endured sponsored YouTube breaks.

So, with all the noise, how do you make a marketing video that actually stands out (and delivers the ROI you need)? Our guide to marketing video production is a good place to start.

What is marketing video production (and why is it harder than ever to get right)?

Marketing video production is the process of creating video content for marketing campaigns.

These videos could showcase your exciting product launch, service updates, company news, brand values, customer stories and so on.

While similar to other forms of video production, video production in marketing usually has a clear purpose: to influence your audience or drive action. Whether that’s clicking a link, making a purchase or sharing your content — every frame should work toward that goal. 

Why is video so vital in marketing?

Video isn’t just another format — it’s become the backbone of modern marketing.

Using video as part of your marketing campaign mix is essential because it works: 

• Social posts containing video generate 1200% more shares than text-based and image-based posts combined.

• 87% of people report that watching a video has convinced them to buy a product or service.

• 90% of marketers agree that video marketing provides a good return on investment.

Why creating successful marketing videos isn’t easy

Creating a video is easy. Creating a good one? That’s another story. 

So why is the successful production of marketing videos so challenging? Here are the four biggest challenges you’re likely to run into:

• Time — The time it takes to plan, produce and distribute a successful marketing video can be considerable.

• Expertise — Having the creative and strategic talent to produce a video that works and is worth sharing can be difficult to nurture in-house. 

• Budget — Creating videos isn’t always cheap, especially if you’ve invested in both time and talent to give yourself the best chance of creating a good one.

• Risk — The biggest marketing videos often involve a real amount of risk. Will it land as a viral hit or kick-start customer backlash?

Lastly, there’s simply the element of chance…

Sometimes, luck’s on your side — your funny viral marketing video strikes a chord with your audience and becomes an online sensation. They don’t call it catching lightning in a bottle for nothing. And sometimes that simply can’t be manufactured.

How LucidLink makes marketing video production easier 

Luckily, you’re not alone — using tools like LucidLink can help you get past some of these challenges.

LucidLink puts all your marketing video assets in the cloud, making them instantly accessible to anyone who needs them to collaborate in real-time. This means no waiting around for downloads, or confusion over versions, freeing your team to:

• Save time: onboard freelance talent to your entire video archive on LucidLink in a couple of clicks. They can also get started with the edit without waiting for downloads to complete.

• Work with experts: if you work from LucidLink, anyone with an internet connection can work with you in real time. Suddenly you have access to a global talent pool.

• Maximise your budget: by saving time you’re saving money, by hiring from around the world you can get the best deals and ultimately put more of your money on screen.

LucidLink removes bottlenecks from your marketing workflow, streamlines the number of collaborative platforms you need to wrangle and gives you one (or two) less admin things to worry about. 

That way, you can focus on doing the work that really matters.

Types of marketing videos you can produce

There are an enormous range of marketing video content styles, formats and approaches to experiment with. Often the best marketing videos blend these together.

Marketing video styles

• Direct sales: a commercial that sells the audience on a problem-solving feature of their product or service. It does what it says on the tin.

• Infomercials: usually longer in duration, these both inform and entertain to ultimately sell something.  

• Brand led: think of the Coca-Cola ‘Holiday’s are coming’ commercial or Nike’s ‘Just Do It’ adverts. They aren’t selling a specific item but the brand itself. 

• Product placement: the “I want what they have” approach popular with influencers, YouTubers and broadcast TV shows — place your product or service into another video where you know your audience will be watching.

Marketing video formats

Here are four of the most common marketing video formats today:

• Adverts: commercials, infomercials, brand campaigns, case studies

• Viral videos: product demos, adverts, UGC, meme clips, 

• Social media clips: teasers, trailers, video infographics, explainer videos

• User Generated Content (UGC): video testimonials, reviews, sponsored ads

But the following three types (explainers, content-marketing and product demos) are becoming increasingly popular video approaches.

Explainer videos

Explainer videos are one of the most popular video marketing formats of 2025. They showcase how a product works while convincing customers that it’s the right product for them.

Like this one, for LucidLink.

Brand-led content marketing

Brand-led content is either creative content that has been sponsored by a brand that wants to be associated with the audience and world of the content, or content that is about that brand but stands up by itself as an interesting thing to watch.

Like this one about creative studio Sandwich, who use LucidLink to power their workflow from anywhere. 

Or this behind-the-scenes conversation with award-winning editor Joanna Naugle about how she used LucidLink to edit Hulu’s hit show, The Bear.

Product demos

Product demos do two things:

1. They showcase your product in action, helping potential customers decide to buy.

2. They educate existing users, ensuring they get the most out of their purchase.

The result? Higher customer satisfaction, better reviews and fewer support requests. A win-win-win.

Best practices for successful marketing video production

To get the most out of the time, effort and resources you invest into your marketing video, here are five video production best practices that have stood the test of time.

#1 - Make it for your audience

If you’re not your ideal customer, your preferences don’t matter.

Sure, it can be tempting to make the kind of video that you would want to watch. But you need to put yourself in your customers’ shoes to make something that will resonate with them.

• Who are they and what matters to them?

• What do they need to understand about your brand/product/service?

• How does it help them solve a real problem in their life?

• How will they benefit by buying from you?

Most marketing videos aim to demonstrate how they solve a problem in the life of their customer. How will yours do that?

#2 - Be remarkable

“The old ways of marketing are dead and now being safe is too risky. You’re either remarkable, or you’re invisible.” — Seth Godin, Marketing Guru

Being as inventive, creative and (literally) remarkable as possible is the best approach to standing out in today’s crowded marketplace.

What that will look like will vary greatly depending on what’s ‘normal’ for your industry.

Being quiet in a loud industry can help you stand out. On the other hand, being quirky in a professional context can also make a splash.

When others zig, try to zag.

For example, Liquid Death built a $1.4 billion business selling water like its beer. Everything about the brand and its marketing flies in the face of other traditional water brands.

#3 Define success accurately

One of the current challenges for anyone using video marketing today is the overabundance of measurable data it produces.

You can track everything from:

• Views

• Likes

• Subscribes

• Shares

• Comments

• Click-throughs

• Conversions

• Sales

But which of these will actually make a dent in the problem your marketing video is looking to solve?

If the real goal is to increase sales, then vanity metrics such as likes, shares, views and comments won’t be a realistic measure of success.

During the pre-production phase, define the goal of your marketing video and identify the true metrics that will accurately evaluate its performance.   

#4 Remember people are lazy

None of us really have the time to pay attention to advertising but we’re all desperate to find solutions to our problems (real or imagined). 

Given that we’re all inclined to be lazy, ensuring that your marketing video caters to this will increase its reach, effectiveness and accessibility.

Format your video to suit today’s attention spans and consumption habits:

• Add captions so the video can be consumed without audio.

• Keep it as short as possible: between 30 seconds to 2 minutes max.

• Use humor wherever possible to increase remarkability and social sharing.

• Grab attention and hold it. YouTube is by far the biggest streamer today and the algorithm preferences front-loaded watch times. So design engaging content.

• Use influencers and other halo effects to enhance your brand stature and audience connection.

#5 Collaboration is king

The bar for compelling, remarkable and successful video marketing production is always inching higher and higher. 

Building a creative team that can turn around fresh videos quickly, collaborate efficiently and effectively, all while working from almost anywhere requires a new kind of video editing infrastructure.

LucidLink is a creative marketing video production team’s dream. It’s designed specifically to handle the demands of data-heavy work — think video editing, audio and hi-res design, while also being optimized for real-time collaboration.

LucidLink helps creative teams to:

• Boost productivity and communication, helping them focus on creative work.

• Share assets instantly yet securely with internal and external talent.

• Minimize annoying bottlenecks like file management, synchronization and backups.

Working from LucidLink is a remarkably simple process.

It looks and feels just like a local drive you never have to think about, integrates with popular video marketing tools and works right inside your favorite creative applications.

Marketing video production resources

Need a little more insight on the video production process? We’ve got you:

• Use our guide to video production workflows to understand the whole process

• Use our guide on corporate video production to know who to hire for success

• Use our guide to video production costs to assess your current budget 

• Use our guide to video marketing tools for the best new AI and social media tools

• Use our guide to remote video editing to smooth out your post-production

Don’t sleep on video production

Using video production in your marketing campaigns is too important to ignore. Plus, the process can be a lot of fun and extremely satisfying when all the stars align to create that viral hit.

LucidLink can help you get videos to market quicker, empower creative collaboration and protect your media with our industry-leading approach to data security.

Take LucidLink for a spin today, and see what you’ve been missing.