Giving feedback on a marketing video can be difficult. You might not know the lingo. You may have worked with creatives or video folks in the past who made you feel silly. (“It’s called a J-cut and everyone uses them 🙄”) You might just plain not know how to express what you’re feeling when you watch it.
Your video agency or production company has probably been making videos for a long time. They know the ins and outs of what’s possible with visual effects, color correction, and editing tricks. Here at Umault, when we see something we don’t like in a video draft, we usually know right away if it’s fixable.
Most of our clients do not. And that’s ok! People pay us to be the experts in video. (Our founder literally wrote the book on “corporate” video.)
You, on the other hand, are the expert in your brand and your customers. You bring expertise to the table that our team just doesn’t have. And while we’re pretty great at what we do, we are not yet perfect. That’s why we incorporate two rounds of feedback into every stage of our projects.
Wondering how to give your video agency productive feedback? Let’s break it down by phase.
A great script is the difference between Jaws and Sharknado. (Ok, one of the differences…)
In a marketing video, it’s what makes your video effective and memorable. It also sets the stage for the rest of the video process. Without the right script, all the beautiful production in the world will still yield a dud of a video.
While scripting can seem like the most accessible part of the project to most marketers — It’s just words! — it’s important to keep the medium in mind as you review.
Our standard project process gives you two rounds of revisions on a script.
Once the script is approved, it’s time to create a storyboard. Our storyboards are typically hand drawn sketches of what each scene of the video will look like. Other agencies use stock photos.
The storyboard shows exactly what will be shot. If anything isn’t right, say something before heading into production.
Once the video is shot and edited, it can be hard to know where to start on feedback. Many of us overestimate what is possible with “movie magic.” (No, we can’t deep fake an actor into saying a line they didn’t say on set.)
At this point in this process, the script and storyboards were set. The production team didn’t shoot anything not included in those.
Visual effects can do some wonderful things. But it’s also expensive to do well. The best way to stay on budget and on time is a rock solid script and storyboards before heading into production.
Final note: If your creative agency doesn’t want your feedback, then they aren’t a good partner. They also aren’t a good partner if the feedback experience isn’t a discussion.
So make a cup of tea, get a pen out, and be prepared to give your video team a call to discuss. You’re ready to review your videos now!