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Writer's pictureJamal Lawson

What Are the Conditions Companies Pay For Video Production Services?

There are logical, emotional, and sense of urgency conditions companies pay for video production.


Here is the TLDR of this article and outline:

  • Logic: Tax Deductible, Marketing Needs, ROI, Competitor Analysis, Internal Communication

  • Emotion: Brand Image, Storytelling & Connection, Pride in Output, Industry Notoriety

  • Urgency: Product Launches, Market Opportunity, Crisis/Change Management, Event Coverage, Industry Competition


When a company decides to pay for video production services, it often makes the decision based on a combination of logical, emotional, and urgency-driven factors. Here’s how each condition plays a role:


1. Logical Conditions


These are the practical and rational reasons that justify the investment in video production. Companies often make decisions logically based on:


  • Marketing Needs: A company might recognize the increasing importance of video content for digital marketing strategies. Video has higher engagement rates on social media, improves search engine rankings, and is essential for product demonstrations or educational content.

  • Return on Investment (ROI): The company expects that the investment in video production will result in a positive return, whether through increased sales, customer engagement, or brand awareness. They may use data or case studies showing the effectiveness of video in reaching their target audience.

  • Competitor Analysis: If competitors are using high-quality videos to market products, the company might logically decide to invest in similar or superior video production to stay competitive.

  • Internal Communication: Videos can enhance internal training, onboarding processes, or company-wide communications. It’s a logical choice when visual content improves retention or understanding of important information.

  • Tax Deductions: Investing in video production services can also provide financial benefits through tax deductions. Many companies can deduct marketing and advertising expenses, including video production, from their taxable income. This logical incentive encourages businesses to invest in high-quality content, knowing that they can offset a portion of the cost when tax season arrives.


2. Emotional Conditions


Companies are also influenced by emotional factors when deciding to invest in video production. These factors appeal to desires, perceptions, and the way the company wants to connect with its audience.


  • Brand Image: A company may feel that its brand will be seen as more professional, innovative, or customer-focused if they invest in high-quality video content. This desire to enhance reputation or be perceived positively can be a significant emotional driver.

  • Storytelling and Connection: Video is one of the best mediums for storytelling and evoking emotions. Companies may want to create emotional connections with their customers, inspiring trust, loyalty, or excitement about their brand or products.

  • Pride in Output: Creatively-driven companies often want to feel proud of their marketing and communication efforts. A visually stunning or emotionally compelling video allows them to express their values and passion in ways other media can’t match.

  • Gaining Industry Notoriety: Companies often seek to stand out in their industry through creative and high-quality video content. By producing standout videos—whether through bold storytelling, innovative visuals, or viral campaigns—they can gain recognition and establish themselves as thought leaders or trendsetters. This pursuit of notoriety can boost the company’s prestige and help it differentiate from competitors, earning media coverage or word-of-mouth buzz within their industry.


3. Sense of Urgency Conditions


Urgency can accelerate a company’s decision to pay for video production, often due to time-sensitive goals or external pressures.


  • Product Launches: If a company is preparing to launch a new product, they may need promotional videos to create buzz or educate the market. The launch date creates a pressing deadline, making video production a top priority.

  • Market Opportunity: The company may sense a short-term opportunity in the market—such as a trending topic, seasonal campaign, or competitor weakness—that they need to capitalize on quickly. Video can be a fast way to capture attention and seize this moment.

  • Crisis or Change Management: In situations where a company needs to communicate important updates, like a merger, rebrand, or policy change, video offers a quick and effective way to get the message across. The urgency of the situation pushes them to invest in production to ensure clarity and timeliness.

  • Event Coverage: A live event, conference, or other corporate gathering often requires immediate video support for promotional or archival purposes. Missing the opportunity to capture high-quality footage can be seen as a lost asset for future marketing or internal use, creating urgency to engage with a video production team.

  • Industry Competition: In highly competitive industries, companies may feel a sense of urgency to keep up with or surpass competitors’ marketing efforts. If a competitor has recently released high-impact video content or a new campaign, a company may rush to produce its own video to stay relevant and maintain its market share. The fear of falling behind can create immediate pressure to act quickly.


When a company decides to pay for video production services, the decision is often a blend of rational, emotional, and urgent needs. Logical conditions focus on practical benefits like marketing, ROI, or internal use. Emotional factors tie into brand image and customer connection, while urgency stems from time-sensitive goals, market opportunities, or crisis communications. All these factors combine to make video production a strategic and sometimes necessary investment for businesses.


A lot of this advice was constructed with intentional prompting and producing on ChatGPT.

Article by Jamal Eugene Lawson

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