Improved communication is key to a successful creative review process
One of the most frustrating phases of visual content creation is the feedback and editing period. If your project team and video marketing agency fail to communicate clearly, productively, and promptly— projects will derail at the first review checkpoint and throw the rhythm of the project completely out of wack. To avoid losing your groove, check out these 10 tips to help you, as the client, provide better creative feedback.
1. Define the Project
This is one of the most important steps you’ll take in the video production process, and it’s a shared responsibility between the video team and the client. Before any action takes place, define exactly what the desired outcome will be. Your video marketing agency should help guide you through this process with questions like:
How long do you want your video to be?
Who is the target audience?
What (specifically) is the message?
What is the most important thing you want to convey?
What mood, pace or style do you envision for this video?
Do you want any text call-outs, motion graphics, or stylized effects?
Why does this video matter to you?
2. Document an Agreement
Again, this document is a shared responsibility between your project team leadership and video marketing agency. In it, you will define in detail how the project will unfold. Include every step from start to finish, create a timeline of important deadlines, be detailed about the scope and budget of the project and list every contingency. The more detailed you are, the less potential for conflict later down the line.
3. Don’t Be a Debbie Downer
Yes, feedback isn’t always pleasant. But that doesn’t mean you can’t infuse the process with positivity. We recommend categorizing your feedback into three lists:
Things you like about the video
Things you don’t like about the video
Things that don’t feel right, but you don’t know why
Always be respectful when you provide criticism and be as specific as possible. Use exact time codes to point your video team to particular segments of the video. Give credit where credit is due, and be encouraging. When the video and editing team feels good about the work, it will show in the final product.
4. Ask A LOT of Questions
Feedback isn’t just about giving direction; it’s about creating discussions that take your concept to the next level. The best way to spark discussions and keep them smoldering is by asking thoughtful questions. Again, this is a two-way avenue. Creative video teams shouldn’t just dump a video draft on their clients’ desk and ask for feedback. They should point out specific elements and ask pointed questions. Likewise, clients should speak up if they don’t understand something. If you have a fresh idea, present it and invite the video team to break it down.
5. Talk About the Feels
Avoid painting your video team into a corner. Instead of suggesting how they should change parts of your video draft, talk to them about how you want your audience to feel when they watch it. They are creative professionals for a reason. Trust that they know what they’re doing and provide some inspiration — they should handle the rest.
6. Designate A Decision Maker
We can talk until the cows come home about video, but at some point — decisions must be made. To ensure that things keep moving forward, assign a decision maker; someone who has final say and understands when to exercise their awesome power.
7. Give Creative Liberty
We’ll spare you the bird and butterfly metaphors. Try to understand that creating high-quality video content with a specific goal is hard work. It takes time and critical thought. As much as the video team wants (and needs) the client to be a part of the process, they also need space to do what they do best — create! If your shadow is looming over their shoulder, they might get distracted, and this will prevent them from doing their best work.
8. Don’t Assume
Your job as the client is to look closely at every element weaved into place. It’s a lot of work, but it’s your investment at stake — so invest! You play the role of checks and balances. If you don’t see something that should be in place, ask about it! Don’t ever assume that anything is “taken care of”.
9. Talk the Talk
This one comes from a completely unselfish place (we’re not that pretentious). If you learn to speak the video language, it will create clearer and more accurate communication between your project team and the creative video team. Vimeo created a great cheat sheet for you to get started. It’s no Rosetta Stone, but it will help!Glossary of Common Video Terms
10. Use an Online Review Platform
We use Wipster and Wiredrive for our client review process. Online review platforms make it easy to upload and share videos for collaborative review processes, set permissions, and organize comments directly on the video frames.
Establish specific, measurable expectations. Be positive and motivating. Learn to speak the video marketing lingo and trust in the creative talent of your video marketing agency. Together, incredible success is possible!For more tips on how to make your video production process as simple and smooth as possible to create great content before the editing process begins, check out these 6 insider tips!
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