When it comes to online content, people love videos. They’re fast, attention-grabbing and simple to consume. Thanks to social media algorithms, it’s easy to watch hundreds of videos in a single day — and almost 90% of consumers actually want to see even more videos from the brands they love.
But making those videos and, more to the point, making them work for your business is harder. Nearly 78% of companies want to expand their use of video in their marketing strategies, but issues like time, resources and technical ability are holding a lot of them back.
That’s where WebMarketers comes in. To make sure your video gets you the results you want, it has to be both well produced and well deployed. We believe the best way to ensure that is to do it all under one roof — from strategy to production to deployment.
Contents
- How an Integrated Approach Helped Drive Massive Growth
- Focus on Quality to Break Through The Noise
- A Great Video is Only One Piece of The Puzzle
- Video Production and Strategy Work Best When They Work Together
- More Reasons to Work With an All-In-one Partner
- A Video is Not Just A Video
How an Integrated Approach Helped Drive Massive Growth
At Phantom Productions, we take pride in helping brands and creators reach new heights through high-quality video production. One of our most remarkable collaborations was with Home RenoVision DIY, a YouTube channel dedicated to empowering homeowners with expert renovation tips.
When we joined forces, Home RenoVision DIY was already a trusted name in the DIY space, but our goal was to elevate the show to the next level. Through our strategic video production approach—enhancing visual storytelling, optimizing engagement-driven editing, and refining on-screen presentation—we helped transform the series into a must-watch destination for renovation enthusiasts.
During our time working together, the channel skyrocketed past 2 million subscribers, and our videos garnered over 7 million views on YouTube. By refining content structure, improving production quality, and ensuring a seamless viewer experience, Phantom Productions had a direct impact on the channel’s engagement and overall success.
Through our expertise in video production, we didn’t just capture home renovations—we built a platform that inspired millions. This collaboration exemplifies the power of high-quality content in driving audience growth, proving that the right creative team can make all the difference.
At the heart of it all is a great video, backed by a great strategy.
Image 1: Home RenoVisionDIY Youtube
Focus on Quality to Break Through The Noise
There are a lot of videos out there. As of 2022, more than 500 hours of video were uploaded every minute to YouTube. The average person watches about one hour of social video content every day. So if you want them to stop and watch your video, it has to be high quality from start to finish.
That means:
- It has to be written well.
- It has to be shot effectively, with good lighting.
- The editing has to make sense.
- It has to have the right music.
If these things aren’t done well — if it looks like someone shot the video in a spare office and made up the script as they went along — it won’t inspire confidence. It won’t catch people’s attention, they won’t stop to watch and they won’t click through.
And that’s just throwing money away, because the rates you pay for a video ad campaign are based on impressions. In other words, if the platform shows someone your video, you pay for that view whether they watch all the way to the end or immediately hammer the skip button.
That’s why it’s vital to capture their attention and convince them to engage. It’s the only way to achieve a return on your investment.
A Great Video is Only One Piece of The Puzzle
While your video has to work well in and of itself, it’s just as important for it to look and sound good in the contexts where it will be seen, whether that’s on your website, on a social media platform or at an event.
If you enlist the support of an agency that focuses exclusively on video production, you’ll likely get something that looks slick. There’s no question that these agencies can produce some impressive videos, with novel concepts and high production values. But will the agency account for the broader context of how and where the video will be used? Probably not.
Image 2: Phantom Productions Strategy
What does it look like when the pieces don’t fit?
Without that broader consideration, you might end up with a video that just doesn’t work for your overall strategy. Your video might…
- Have a look and feel that doesn’t match the design of your website. The colour palette might be all wrong. Or it could be a subtler issue, like your website uses mostly warm tones but the video is all cool-toned. That will make it feel jarring and out of place. It might even leave potential customers feeling uncomfortable, even if they can’t put their finger on why.
- Be delivered as just a single cut that’s presented in just one aspect ratio. So the video might fit on your website, but it’s the wrong height or width for Facebook. And it’s not even the right orientation for TikTok or Instagram. That means it’s effectively unusable beyond a single environment.
- Be built on an interesting concept that has no connection to your existing advertising and messaging. The video might look cool, but it’s so unrelated to anything else you’ve done that you’re no longer telling a consistent, cohesive brand story.
Video Production and Strategy Work Best When They Work Together
As marketing strategists, we saw these issues all the time and knew there had to be a better way. That’s why we launched Phantom Productions, our in-house video production department.
With Phantom Productions, we can bring video production and digital marketing strategy together in a way that consistently delivers better results for our clients — often at lower cost and on faster timelines.
Image 3: Phantom Productions on-set.
First, we understand what you need
When you work with us, we don’t just dive right into making the coolest video we can think of that will look amazing in our portfolio. We start by learning about you, what you’re trying to do and the results you’re looking to achieve.
Once we have that understanding, we can work with you to develop a campaign strategy that includes video — with recommendations on where and how to use that video for maximum impact.
Next, we show you what we have in mind
We’ll develop some video concepts designed specifically to meet the goals you’ve shared with us. We’ll back up our proposals with custom market research using an innovative AI-based tool to find out what your target audiences really care about. That way, we can tailor the video’s messaging to speak directly to them and their concerns.
When we present these concepts to you, we’ll include:
- Video mood boards so you can see the look and feel we’re proposing, the kinds of imagery we’ll use and the primary messages we’ll highlight
- Preliminary AI-generated voiceovers to tie the whole thing together (if needed)
- An explanation of how each concept would be used across various online channels and platforms
- A roadmap for how the entire video campaign will play out across your website, social media, YouTube and more, with each element tailored to address specific stages of your customers’ user journey
We want you to come away with a clear understanding of exactly what we’re offering and how it will all work together.
Image 4: Phantom Productions Team Brainstorming.
Then we make it happen
Once you’ve approved a concept, we’ll take care of planning, writing, casting, filming, editing… the works. When we’re done, you’ll get multiple edits of your video for the different places where it will be used. And that won’t be just one master that has been chopped up for various channels. We’ll tailor each one so it looks like it belongs, with the right aspect ratio (e.g., 16:9 for Facebook, 9:16 for Instagram Stories), the right angles, the right length (e.g., a 30-second version plus a 15-second version) and the right focus.
We’ll also manage the rollout of the video, making sure each version goes where it needs to. We’ll track impact and make adjustments if we’re not getting the results you want. And we’ll plan for ongoing content refreshment to ensure your campaign stays effective over time, so you keep getting the engagement and conversions you’re looking for.
More Reasons to Work With an All-In-One Partner
More effective videos and better results aren’t the only benefits to an end-to-end approach. Here are some additional reasons why we think it’s the better way to go:
- Lower costs: Our higher volume of work allows us to achieve cost efficiencies that we can pass on to you, so our video services are more affordable than many smaller agencies. When you compare it to the costs of buying or renting the equipment yourself and hiring your own internal video production staff, it’s not even in the same ballpark.
- Faster turnaround times: Because we do all the work in-house, we can manage our own schedules without having to wait for external partners to fit us into their queues. That lets us deliver projects on even the tightest timelines. And the longer you work with us, the less time we have to spend getting up to speed on your business, your needs and your brand guidelines, so we can turn projects around even faster.
- Single point of contact: Working with multiple agencies can be an administrative headache, leaving you open to confusion over who’s doing what when. This can lead to a lack of alignment between project components, making it hard to get a clear picture of the overall project status. With a single point of contact, the whole process becomes seamless.
Image 5: Phantom Productions filming video for client.
A Video is Not Just A Video
Great video content is a vital part of any modern advertising strategy. And we make great videos. But when you come to us for a video, the video itself isn’t the end goal. It’s a means to achieve the results you’re looking for, whether that’s increasing engagement, website traffic or conversions.
A high-quality video is an important piece of making that happen — and it works best when it’s thoughtfully integrated into a comprehensive advertising strategy.
Every brand has a story – let Phantom Productions bring yours to life. With a focus on creating stories that enhance your brand, we craft high-impact video content that makes a lasting impression. Let’s create something unforgettable.
