Okay, so welcome back- if you haven't read the first part of this article on video content production workflow I encourage you to do so, then this will all make much more sense. Probably.
Let's dive straight in with some examples of how the back end workflow of a project can sometimes (and usually does) go...
Lets say a Hof or other senior has said the magic words “hey guys, let's make a video”
Then they and the brand team have got together to issue a few caveats and a broad overview, and then handed the project over to the comms manager to write the brief, which then gets passed to the content manager to execute.
So far so relatable, yes?
Let's assume everything goes swimmingly in production (more around on-set responsibilities in the followup to this article) and after the edit phase of the cycle, it’s time for the V.1 to be delivered back to the client. what could (and usually does) happen is this:
The video comes back in and everyone piles in with feedback simultaneously, sometimes across different channels in different formats, without visibility of each other’s feedback, and often without a clear indication of when to stop “adding value”
the result? disorganised, uncollated, non-actionable and sometimes contradictory feedback that seems to never stop appearing. noses are put out of joint, toes are stepped on, brother turns against brother.. you get the idea
all this and a video editor on the other end with a look of abject terror and bewilderment on his face.
at this point the creative lead for the video has already smashed the furniture up and gone out for some gyoza.
here are a few that crop up regularly in this part of a video workflow:
client 1: “can we make this bigger?”
client 2: “I think it should be smaller”
client 3: “can we make it more like the last video”
client 1:” oh yes, but maybe bigger?”
What started out as a piece of actionable feedback has turned into a conversation between interested parties. the editor has no idea what he is supposed to do next and is paralyzed; awaiting further instruction.
this also contains shreds of:
now I’ll be the first to argue the case for opinion vs justified belief, but if it’s been cut to a storyboard/script that was signed off further upstream (possibly by parties other than the one making this comment), chances are the editor was probably using his best judgement in the construction of the edit, and that shot is there for a reason
a to b and back to a (then sometimes back to b again)- this occurs when the amends aren’t staggered in the correct way and stakeholders who are not privy to to previous rounds of feedback go back on previous decisions or offer alternative feedback to the direction thats already been decided.
Stay engaged via our mailing list for the next chapter- where we discuss stakeholders management and feedback moderation.
Video production workflows involving large stakeholder sets can be a complex process
Plan more, plan for the bits you can’t see yet- raci can help you organise your team and make sure everyone knows what they are doing at all times. the more organised you are, the easier it will be for everyone involved in creating the video, and the less likely you are to find out claire from comms has been calling you a “land-grabbing showboater” for the last 10 days.
Are you ready to take your video content strategy to the next level?
Do you have questions about organising teams around video content production workflows?
Head to www.promise.video
Get in touch with us to see how we can help you get the most out of your video projects
