A Complete Guide for Video Production Process for B2B SaaS

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Rishabh Pugalia

May 16, 2024


Videos can range from product explainers to live commerce to POV style unboxing videos. But a successful video project is the one that feels personalized and localized.

According to¬†Statista, online videos reached over 92% of the audience on the internet in 2023. That makes it an audience of over 4 billion! This raises a question ‚Äď are you using the¬†right kind of videos¬†to promote your products and services?

Videos help you precisely show what customers can achieve with your product. They enable your prospects to see and connect with¬†what the product does for ‚Äėthem‚Äô. Therefore, the content should speak their language or prospects can get bored and move on.

At the end of the day, it’s all about the ICP, their preferences, and use cases. But many video projects fall short because of a lack of streamlined video production process.

Yes, modern AI creative tools like Synthesia or Pika can help you overcome creation barriers. But generative video production tools are not yet capable of producing the fully-fledged videos that you commonly see on the internet.

Now let’s move on to understanding how actual video production takes place. But before you do it, think upon these questions when you’re planning to make videos:

  • What unusual video content do you think will get popular this year?
  • Can you use industry related influencers in your videos to connect to your target audience?
  • How can AI-made content make your videos more varied and interesting?

With this, now let’s understand the whole video making process.

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    What is Video Production?

    Video production refers to the process of creating video content. It can be for business purposes like marketing, training, corporate communications etc.

    It involves multiple stages of video production:

    • Planning
    • Pre-production,
    • Shooting
    • Post-production

    The goal is to produce videos that align with the company’s branding and effectively communicate the desired messaging to the target audience.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Difference Between B2B and B2C Video Production

    While both B2B (business-to-business) and B2C (business-to-consumer) video productions aim to engage their respective target audiences, there are some key differences in their approaches:

    Messaging: B2B focuses on expertise, business results, and values while B2C prioritizes lifestyle, benefits, storytelling, and brand personality.

    Style: B2B uses a professional tone to emphasize focus on product usage. B2C is lively and conversational to emphasize branding and storytelling of the product/service.

    Length: Both B2B and B2C videos are typically of length 1-2 minutes.

    Production Value: B2B is modest given smaller audiences while B2C invests heavily in high polish and visuals.

    Format: B2B uses live expert talks, animation for complex topics, relevant to the industry. B2C uses more creative commercials, music videos, and narrative stories.

    Types of Video Production

    There are several formats and styles of videos created for B2B marketing. Some key types include:

    1. Explainer Videos

    Short animated videos that explain a concept, product, or service. Example: A 2-minute video explaining how your app works.

    • Product Explainers:¬†Explain what a product is and its key features and benefits
    • Service Explainers:¬†Show how a service works and the value it provides
    • Company Explainers:¬†High-level explanations of what a company does
    • Process Explainers:¬†Step-by-step explanations of workflows and processes

    2. Brand and Company Videos

    Promotional, image-building videos that tell your company‚Äôs story, showcase company culture, highlight achievements, etc. Example: ‚ÄúAbout Us‚ÄĚ video on website, company anniversary highlight video.

    • Corporate Videos:¬†Communicate company vision, values, achievements, executive messaging
    • Training Videos:¬†Educate employees on policies, workplace practices, systems
    • Recruitment/HR Videos:¬†Attract and inform potential hires, showcase culture
    • Internal Event Videos:¬†Recap conferences, town halls, openings for employees

    3. Social Media Video

    Short, engaging branded video content meant for social platforms like Facebook, Instagram, etc. Example: Behind-the-scenes company footage shared on Instagram stories.

    • Instagram Videos:¬†Trendy short videos tailored to Instagram feed
    • Instagram Reels:¬†Short 15-60 sec multi-clip videos with effects and music
    • TikTok Videos:¬†Fun, entertaining branded video clips under 3 minutes
    • YouTube Shorts:¬†60-second vertical videos optimized for YouTube Shorts
    • Facebook/Meta Videos:¬†Posts and ads in various formats built for Facebook ecosystem
    • Live Commerce:¬†Live promotion of productions for a few seconds. Popular in China.

    4. Industry-specific Videos

    Videos targeted to a particular industry or niche, using relevant terminology and examples. Example: Video for software developers showcasing a new dev tool.

    • Healthcare Videos:¬†Compliance, medical processes/technologies, patient education
    • Tech Videos:¬†Software/hardware tutorials and demos, coding how-tos
    • Manufacturing Videos:¬†New product releases, factory innovations, quality testing
    • Financial Services Videos:¬†Product/service info tailored for banking, insurance, etc.

    5. Product Videos

    Videos that talk about products in every way. Can be hands-on videos, product reviews, tutorials, product demos, etc. Example: Step-by-step tutorial showing how to use a piece of software.

    • Hands-on Videos:¬†‚ÄėTrying the product for the first time‚Äô like videos.
    • Product Demo Videos:¬†Walkthroughs showcasing product features
    • Product Trailers:¬†Teaser videos building excitement for product launches
    • Tutorial Videos:¬†How-to videos helping users operate products
    • Customer Testimonial Videos:¬†Customers describing positive experiences

    6. Website Videos

    Videos integrated into the website that complement and enhance the user experience. Example: Video homepage banner, customer testimonial videos.

    • About Us Videos:¬†Company, team, mission overview video
    • Homepage Video:¬†Hero/intro video summing up value proposition
    • Customer Testimonial Videos:¬†Happy customers describe working with company
    • Help/Support Videos:¬†How to contact support, FAQs, troubleshooting tips
    • Blog/Resources Videos:¬†Educational videos complementing blog content

    7. Customer Success Video Production

    This includes two types:

    • Customer Testimonial Videos:¬†Customer¬†testimonial videos¬†share positive reviews and results.
    • Customer Case Studies:¬†Customer¬†case study¬†videos show how products/services helped clients in their business.

    We know how to sell your story using your product UI

    What is the Video Production Process?

    This is what a video production process flow chart looks like:


    Now let’s see the process of video production by taking an example. A client wants to make an animated explainer video. This is what a typical explainer video production process would look like when a client first approaches the video production company:

    Step 1. Briefing

    The journey begins with a comprehensive briefing. Here, we align on the project‚Äôs objectives, target audience, and desired outcomes. It‚Äôs all about¬†understanding the ‚Äėwhy‚Äô¬†behind the video, setting clear goals and expectations.

    This is where the client specifies they need an explainer video for their product.

    Step 2. Research

    Next, we immerse ourselves in research. This involves studying the target audience, market trends, and competitor content. The goal is to find that unique angle that will make the video stand out.

    The video production company gathers as much detail as possible about what the client wants to achieve with the video.

    Step 3. Planning

    In the planning phase, we lay the groundwork. This includes deciding on the type of video, the resources needed, timelines, and budgeting. It’s about creating a roadmap that guides the entire production process.

    This involves developing a concept, creating a detailed timeline, and allocating roles and responsibilities to the production team.

    Step 4. Scripting

    Scripting is where creativity meets strategy. The script should not only convey the message effectively but also resonate with the audience. It’s a balance of engaging dialogue, clear narrative structure, and strategic messaging.

    Based on the plan, the video production team creates a script for the explainer video. This outlines the key messages, visuals, graphics, animations etc. The script is shared with the client for feedback and approval.

    Step 5. Storyboarding

    Storyboarding translates the script into visual frames. It’s a crucial step for visualizing the story flow, camera angles, and transitions. This is where we start to see the video take shape.

    The approved script is turned into a visual storyboard, which is a frame-by-frame layout of what will be seen and heard in the video. The storyboard is iterated until the client is satisfied.

    Step 6. Shoot and Asset Creation

    This is the action phase ‚Ästshooting and asset creation. It encompasses everything from setting up locations, lighting, and sound to directing actors, capturing the footage and designing visuals. It‚Äôs about bringing the storyboard to life.

    In this case, the creative team starts creating the visual assets. These assets include illustrations, motion graphics, animations, music etc.

    Step 7. Voiceover

    The voiceover adds another layer to the storytelling. Choosing the right tone and pace is key to enhancing the video’s impact. It’s not just what is said, but how it’s said.

    After the animations are ready, a voiceover artist records the narration. They make sure the words fit well with what’s happening in the video.

    Step 8. Editing

    Editing involves cutting, rearranging, and refining the footage to create a cohesive and enjoyable story. This stage also includes adding music, sound effects, and visual effects.

    An editor puts together the animations and the voiceover using video editing software. They add extra elements like special effects, scene changes, and titles to make the video look professional. They may also adjust the pace of narration if it’s too slow or too fast, to make it just right.

    Step 9. Review

    The review process is collaborative. It involves gathering feedback from stakeholders and making adjustments accordingly. It’s a critical step to ensure the video aligns with the initial objectives and vision.

    The first version of the video is shown to the client. The client watches it and tells the team what they like and what they want to change.

    Step 10. Approval

    If the video needs changes, the video team makes changes to the video based on what the client said. This process might happen a few times.

    When the client is happy with everything, they say the video is good to go.

    Step 11. Distribution

    The final video is made into different formats that the client needs. Then, it’s given to the client.

    They can put it on their website, social media, or other places to show it to people.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Stages of the Video Production Process

    The video production process can scale up or down depending on the size and needs of the client. For smaller businesses, the pre-production planning may be more informal. You may handle editing in-house with just one freelance editor on the side. And video distribution may be focused on a few key channels.

    For larger enterprises, a corporate video production process may be more extensive with more people/crew involved. You would need high-end video editing and animation that would make it more suitable to hire creative agencies. Distribution would be focused across many platforms. But the overall workflow remains similar.

    The video production process requires coordination across multiple teams. Let’s say it’s an explainer video. So, the explainer video production process will have these key stages:

    1. Planning

    This lays the groundwork for a smooth video shoot. The steps include:

    • Identifying audience and goals:¬†Who are you targeting with the video and what do you want them to think/do after viewing it? This informs the style and messaging.
    • Scheduling:¬†Video production schedule would include locking dates for shoots, deadlines for edits, reviews etc.
    • Casting talent:¬†Hiring actors, voiceover artists, or company spokespeople if needed.
    • Securing permissions:¬†Getting legal clearances for licensed images/videos, talent, etc.

    2. Pre-Production

    Key pre-production steps include:

    • Developing a script:¬†The script outlines out the storyline, dialogues, graphics, etc. needed to convey your message effectively.
    • Storyboarding:¬†Visualizing shot sequences helps communicate the storyboard to production teams.

    3. Production

    Key video production process steps include:

    • Creating Animations:¬†Use animation software to create the visual elements of the video. This involves designing graphics, animating scenes, and synchronizing animations with the script.
    • Incorporating Stock Footage:¬†Integrate selected stock footage into the video where appropriate to enhance the storytelling.
    • Recording Voice Over:¬†Record the voice-over narration, ensuring it aligns with the timing of the animations.
    • Capturing B-Roll:¬†If necessary, shoot or select additional B-roll footage to complement the animation.

    4. Post-Production

    • Editing:¬†Combine the animations, stock footage, and voice-over in editing software. Add transitions, graphics, titles, and any additional visual effects.
    • Audio Editing and Mixing:¬†Clean up the audio tracks, add background music or sound effects, and mix the audio elements.
    • Color Correction:¬†If using live-action footage, adjust the color grading to ensure visual consistency.
    • Quality Check and Revisions:¬†Review the accuracy of¬†video messaging, branding, and overall flow. Make revisions as needed.
    • Exporting Final File:¬†Render the video in the desired file format and specifications.

    5. Distribution

    Finally, the finished video gets shared with target audiences by:

    • Uploading to branded video channels like¬†Vimeo and YouTube.
    • Promoting on social platforms like LinkedIn and Twitter.
    • Embedding on the company website, blog, and landing pages.
    • Sharing in email campaigns, webinars, and online ads.
    • Presenting at trade events and sales meetings.

    Why Choose Content Beta?

    To prevent your video from underperforming with customers, a strategic approach is essential. This involves following a structured video creation process, important for both brief product explainers and longer video series.

    This is where Content Beta comes in.

    We offer you our Creative as a Service (CaaS). This is a team of expert creators who has worked on over several video and design projects that include explainers, product demos, testimonial videos, infographics, case studies, etc.

    What do you get?

    • A choice of over 150 creatives
    • Same day timely response
    • Transparent¬†pricing¬†with no hidden costs
    • Unused credit hours get rolled over to your next billing cycle.
    • Secure cloud storage space with a dedicated account manager

    Schedule a call with us today!


    In summary, the video production steps involved in the process require team coordination and careful planning to meet the client’s objectives. The same video creation process applies to almost all types of videos whether they are explainers or video shot with an action camera.

    While project sizes can vary, they typically go through the same video production steps: pre-production, production, post-production, and distribution. There are also many AI tools that can assist in the process, so it’s worth checking them out.

    As video demand grows, mastering video production processes can maximize overall marketing efforts.

    Frequently Asked Questions (FAQs)

    The key stages in the video production process for B2B SaaS are:

    • Planning
    • Pre-Production
    • Production
    • Post-Production
    • Distribution

    Budget considerations that should be taken into account for SaaS video production are:

    • Higher quality often requires a larger budget.
    • Longer/more complex videos may cost more due to extended production and editing time.
    • Advanced editing, animation, and special effects can add to the budget.

    Common mistakes to avoid in B2B SaaS video production are:

    • Ignoring the Target Audience
    • Overcomplication
    • Poor Quality
    • Lack of Clear Call-to-Action
    • Neglecting Distribution Strategy

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    "Fast turnaround" "Easy to work"

    Content Beta