Episode 67: Video Marketing Glossary - Part A


Video Marketing concepts can be confusing for those just beginning to use and produce videos for business marketing purposes.  And since we contend that Video is a business language we felt it is necessary to define the common words and terminology of this video marketing. Therefore, we’ve decided to do a series podcast episodes where we provide some short and concise definitions. On this video marketing glossary episode we define the first 8 concepts you need to know.

Video Marketing Glossary Terms explained in this episode

  • Video Production Collaboration - A custom video production is a collaboration between the creative producer and the client. It requires consolidated, pertinent and timely feedback from the client at each stage of the process; 
  • Holistic Video Production - A unique collaborative process in which every stage of production is aligned toward the same goals. Instead of having each step of production happening in a silo - where the script is written by one person, then handed off to an illustrator, then an animator, etc. - during a holistic production, the entire creative team works together on each stage to ensure that every word, sound, and visual detail is intentional and working to achieve the same unified effect. 
  • Video Treatment - A video treatment is a one page document that outlines a creative vision for the video. It includes a description of the tone, a sample of the narrative, and examples of videos in a similar style. 
  • Animated Video - An animated video uses digital illustrations like characters, objects, and landscapes to tell a story about your product or brand. The animation style can be customized to fit your brand, and can also leverage your existing brand assets if desired. The narration is usually delivered by a voice-over artist, although on-screen text may be used to support the message, as well. Music and sound effects are generally may also be added to enhance the impact of the piece.
  • Live Action Video - A live action video features real actors on live sets, filmed with a full production crew. These videos can feature one actor speaking directly to the camera, multiple actors interacting in a dramatized setting, or some combination. Live action videos can also feature on-screen graphics that support the message, depict the product UI, or add a digital layer to the “real” objects in the scene.
  • Testimonial Video - A testimonial video is typically a live action production done in interview format, with b-roll imagery supporting the audio. The person or people interviewed may be executives and employees talking about their own company, customers talking about their experience with the company, or some combination. 
  • Screencast Video - A screencast video features the actual product UI (user interface) as it appears on screen, and typically highlights the most important aspects of the product. There are two ways to produce a screencast video - by using actual screenshots of the UI, or by recreating the UI through animation. Using screenshots is faster, but recreating the UI allows for more flexibility during the creative process. Either way, the main point of a screencast video is to highlight the value of the product, through key examples and an engaging narrative. Screencast videos usually feature a voice-over narration, sound effects, and music, as well.
  • Motion Graphics - A subset of animation, ‘motion graphics’ refers to digital graphics, icons, or abstract imagery that move around the screen in such a way that tells a unique story. Unlike traditional animation, motion graphics typically don’t move themselves, but instead, it’s the way they travel through the space on screen that creates the illusion of movement. However, it’s important to note that motion graphics is a style of animation, and not necessarily a style of video. It’s possible to create an animated, or even a live action video, that features motion graphics, as well.

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Episode Links and Additional Information

Three Great Stories - One Great Product - A Case Study in Using Video

Suggested Listening - Other Podcasts of Interest
Episode 36: The Video Storyboard – A Blueprint for any Video Production
Episode 29: Why Video is a new Business Language