Video production starts with what will the video do? Will it inspire, motivate, educate or just entertain? Whatever it does you need a plan to get the concept across to the audience. With a good concept in mind, the team moves on to writing a script, developing a storyboard and then layout the shoot.
When it's time for the shoot, the production team should have all the camera, lighting, and sound equipment ready.
Without a good video that meets the plan, there is no reason to promote the material. In addition that video needs to be part of your social media plan allowing it to reach the largest defined audience that it can.