Working on video projects for large companies can be challenging for many reasons, both for marketers and for video producers.
First of all, there are usually a lot of people involved. A lot of people reviewing, a lot of people providing feedback… often with very different perspectives. Don’t get me wrong: sometimes this improves the final result. But other times, the opposite happens. The video can end up becoming a Frankenstein’s monster that doesn’t fully satisfy anyone but is “good enough” to be approved.
In long email chains or Slack threads, it’s common to be copied alongside eight or ten other people: the CMO, Brand Marketing Manager, Product Marketing Manager, Chief Product Officer, sales teams, technical staff, and other stakeholders.
Some of them will have real decision-making power; others won’t. And often, the people at the very top of the decision-making pyramid aren’t involved at all, until they’re shown a very advanced version of the video, once the big decisions have already been made… and then want to change things.
Navigating this landscape isn’t easy. Every company and every project is different, so there are no magic formulas. Still, it’s essential to identify who has a voice in the project and when they will be involved, even if this isn’t always fully under your control.
One thing that does make a big difference is having a clear counterpart on the client side. Ideally, someone from the marketing team who collects all feedback, filters it, and manages communication with you.
Before the project starts, this person needs to have a clear understanding of the production process: the different stages, what needs approval before moving forward, and the fact that revisiting already-approved elements may involve additional costs.
It also helps to understand how this person works and what their preferred way of communicating is. For example, you might send a video edit along with a long explanatory email, and some people will jump straight to the video without reading the context. It happens. Then you receive feedback that has nothing to do with what you asked.
Finding a communication method that works for both sides is key.
Arana Studio helped us to launch a major new product with a key client of ours.
The project was a little complex, and they were great with us every step of the way to develop a fantastic end outcome and something which has landed well with our client across the globe, from CEO all the way down.
Thanks for always being there and partnering so brilliantly to create a fantastic product! Can’t wait to work with the team again!
Thomas SmithGlobal Strategic Insights Director, Kantar
Deadlines are another critical factor. In recent years, marketing and communication timelines have become shorter, and video needs often appear unexpectedly with a demand for quick turnaround. If you’re flexible and understand the client’s business, this doesn’t have to be a problem. But it’s essential that the client understands that communication must be fast and fluid, and that once something is approved, going back isn’t an option.
Interestingly, long deadlines don’t necessarily make things easier. Marketers, product managers, and stakeholders are busy people. Really busy people. They prioritize based on urgency, and if a deadline feels far away, the project often gets deprioritized. The deadline eventually approaches, production hasn’t even started, and you’re suddenly rushing (again).
Moving long-deadline (or no-deadline) projects forward can be just as challenging.
Aligning expectations is equally important. The Marketing Manager may have a clear idea of the production style, while the Product Officer imagines something completely different. Before starting, it’s essential that the creative direction is approved and that all decision-makers share a clear vision of what the final video will look like. This sounds obvious, but in practice it’s often where communication fails.
Finally, do what you promise. If you set a schedule, respect it, or at least your part of it. Keep the client informed. If something is going to be late, say it early. Trust is built through consistency, and trust is what makes you truly indispensable to your clients.
