The Insider's Guide to Video Marketing: What You Can Expect When Working With a Video Agency

Video marketing is a powerful tool for businesses that are serious about standing out in a crowded marketplace. However, if you're new to working with video agencies, the process can feel overwhelming. The key to success is understanding exactly what to expect and how to collaborate effectively with your video production partner. Here’s the no-nonsense insider’s guide to what working with a video agency looks like and how you can make the most of it.

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1. Understanding Your Needs is the Foundation

Before you even pick up the phone to call a video agency, you need to know what you want. Sure, you’ve heard that video marketing drives engagement and boosts conversions, but what kind of video content will best serve your goals? Are you looking for a brand video that defines your mission? A product demo? Explainers or customer testimonials?

A great agency will first work with you to define these needs. They’ll ask about your target audience, your goals, your brand personality, and how you want to be perceived. Be prepared to answer these questions in detail. The clearer your vision, the smoother the process.

What You Can Expect:
An initial discovery phase where the agency digs into your brand and business goals. They’ll likely ask for marketing collateral, brand guidelines, and a list of KPIs you want to hit.

Example:
Slack worked with a video agency to produce a series of brand films that highlighted the collaboration and productivity benefits of their platform. The video agency helped Slack identify exactly how to convey the software’s value proposition in a clear, relatable way, which resonated with their target audience of businesses looking for better communication tools.

Actionable Tip:
Get clear on your goals—whether it’s brand awareness, lead generation, or increasing conversions. This will help the agency tailor your video strategy to meet your specific objectives.

2. Creative Collaboration: Your Input Matters

The video agency’s job is to bring your vision to life, but that doesn’t mean you take a backseat. In fact, the most successful video projects are the result of close collaboration between you and the agency’s creative team. They’ll develop a concept and script, but your feedback will be crucial during every stage—whether that’s fine-tuning the message, adjusting the tone, or reviewing the visuals.

Expect to have several rounds of feedback, especially when it comes to the script, storyboard, and rough cuts of the video. Be prepared to provide detailed, constructive feedback so the final product aligns with your vision.

What You Can Expect:
Frequent communication, creative brainstorming sessions, and drafts of the video at various stages—script, storyboard, rough cut, and final edit.

Example:
Dropbox partnered with a video agency to create a series of tutorial videos that would teach users how to get the most out of their cloud storage platform. The creative team worked closely with Dropbox to get the tone and pace right—simple, friendly, and approachable—while incorporating feedback from Dropbox to ensure the videos were as clear and informative as possible.

Actionable Tip:
Provide clear, actionable feedback. Rather than vague comments like “it doesn’t feel right,” focus on what you want to change and why. For example: “I think the pacing in the intro could be faster to grab attention more quickly.”

3. The Production Process: Behind the Scenes

Now that the concept and script are finalized, it’s time for production. This is where the real magic happens. A professional video agency will take care of all the technical details—from scouting locations and casting talent to lighting, filming, and sound design. They’ll also manage the post-production process, which includes editing, color correction, sound mixing, and adding any graphics or animations.

The production process can take anywhere from a few days to several weeks, depending on the complexity of the video. For example, a simple product demo might be shot in a day, while a full-scale brand film could take much longer.

What You Can Expect:
A team of experts handling the technical aspects, including videographers, directors, sound engineers, and editors. Depending on the scope of the project, you might have a dedicated project manager to keep everything on track.

Example:
GoPro has built its brand on visually stunning video content, much of it created with the help of a skilled video agency. Their production process includes capturing user-generated content and showcasing extreme sports, creating a high-adrenaline, immersive experience. This requires specialized equipment and filming techniques, and their agency ensures the final video is polished and impactful.

Actionable Tip:
Trust the experts. If you’ve hired a reputable agency, they’ve likely handled hundreds of projects. Resist the urge to micromanage every detail. Instead, focus on making sure the overall vision is being met.

4. Timelines and Budget Management: Don’t Expect Instant Gratification

Video production isn’t an overnight task. There’s a reason why top-tier videos take time and resources to create. A good video agency will give you a realistic timeline and budget upfront. Any reputable agency will also set clear milestones and deadlines for each phase—pre-production, production, and post-production.

When it comes to budgeting, be prepared to allocate for various costs like equipment, talent, licensing, and post-production. Cutting corners here can lead to disappointing results, and trust me, no one wants that.

What You Can Expect:
Clear, upfront timelines and detailed budget breakdowns. Agencies will likely have contingencies in place for revisions, but they’ll also stick to their timelines as best they can.

Example:
Patagonia invests heavily in high-quality video content that aligns with its environmental mission. Each video project involves meticulous planning, location scouting, and sometimes months of production. Their agencies are experts at managing timelines to deliver powerful videos that showcase Patagonia’s values without cutting corners on quality.

Actionable Tip:
Give the agency enough time to do its best work. Rushing the process often leads to subpar results. Stick to the agreed-upon budget and timeline, and communicate early if you need any adjustments.

5. The Final Product: Metrics and ROI

Once the video is finished, it’s time to measure its success. The best video agencies will help you track key performance indicators (KPIs) like view counts, click-through rates, conversions, and engagement metrics. But here's the thing—video marketing is a long-term game. Even if you don’t see immediate results, don’t be discouraged.

What You Can Expect:
Post-launch reporting on the video’s performance, along with actionable insights for optimizing future campaigns.

Example:
Nike uses video marketing across multiple platforms—TV, social media, and YouTube. They carefully track performance and adjust their content strategy accordingly. For instance, after the success of their "Dream Crazy" campaign, they focused on producing more emotionally-driven, inspirational videos that connected with their target audience, driving both sales and brand loyalty.

Actionable Tip:
Use the data to refine your next video project. If a particular video format or distribution channel performed well, lean into that for your next campaign.

6. What Sets a Great Video Agency Apart?

The best video agencies don’t just produce content—they create experiences. They understand your industry, they know your audience, and they know what kind of content resonates. A truly great agency will help you think strategically about your video marketing efforts, ensuring each piece of content fits seamlessly into your overall marketing strategy.

They’ll also be proactive. They won’t wait for you to ask for performance metrics—they’ll come to you with insights, ideas for future campaigns, and suggestions for refining your video strategy over time.

What You Can Expect:
Proactive communication, ongoing support, and strategic insights to improve future video campaigns.

Example:
Apple has a long history of working with video agencies that don’t just produce beautiful commercials—they understand the brand’s ethos and its innovative products. This deep understanding allows the agency to create videos that elevate Apple’s identity in the eyes of consumers. The agency’s insights into audience behavior and emerging trends are always integrated into Apple’s video campaigns.

Actionable Tip:
Seek out an agency that partners with you, not just in production but in strategy. The best agencies are focused on helping you achieve long-term success.

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Conclusion: Video is a Powerful Investment—But Only if You Choose the Right Partner

Working with a video agency is one of the best investments you can make for your business—but only if you approach it with a clear vision, a willingness to collaborate, and the patience to trust the process. The right agency will bring creative and technical expertise to the table, delivering high-quality videos that help you connect with your audience and drive business results.

At The Courtside Group, we don’t just create videos—we craft visual experiences that help your brand connect and convert. If you’re ready to take your video marketing to the next level, let’s talk strategy.